Overview of the Health B2B2C Ecosystem; Use Social Media as a Market Focus Tool; Measure Your Performance; American Health Insurance Reality; Lack of Doctor Relationship; PR is the New Primary Care Facilitator; For Health Marketers – End-users Matter; Innovation drives healthcare advances; Ways to Improve Health and Make Money; Medicine Is a Team Sport; Big Data- Allowing Individual Patients to Leverage The Many; Some Examples of What Works- Equashield, EarlySense, MD Anderson, LifePoint; 3D Systems; American Association for Cancer Research,

2. You Focus on Market but Patients Focus on “Me!”

3. Remember the Global Health B2B-C Ecosystem
MARKET
WHOLESALERS
PAYERSRETAIL
POLICY
MAKERS
PUBLIC
HEALTH
LEGISLATIVEFDA
PROVIDERS
INFLUENCERS
PHYSICIANSPHARMACY
CONSUMERS
AS
ADVOCATES
AS
PATIENTS
AS
CAREGIVERS
MEDICAL
MARKETING &
SALES
REGULATORYADVOCACY
What If?

4. Use Social Media as a Market Focus Tool
Social media mappting enables enables marketers and business development leaders to focus on the topics B2B-C
communities care most to ensure your investments make a difference.
SOCIALSEARCH
Demand
Mapping
Institutional
Knowledge &
Internal
Feedback

5. …and Measure Your Performance
 Competitive Analysis
 Telephone/Online
Surveys
 Focus Groups (In-
Person/Online)
 Identity Next-Wave
Leaders
 Access/Payer
Assessment
 Influencer Mapping
 Deploying Resources
Perception
Audits
Creatinganinformedenvironment
thatcanbecomecareleaders
 Link Issues/
Care Needs
 Identify Care
Priority Issues
 Align
Resources to
Group Abilities
 Outline Group
Coordinators
 Analysis and
Trend Reports
Planning
Process
 Environmental
Overview
 Adjust Plan to
Environment
 Integrate into
Planning
 Harvest “Big”
Ideas – RFP
Process
 Collaborate
with Core
Team
Measurement
/Monitoring
 Program
Execution
 Ongoing Key
Contact
Outreach
 Focus Group
Development
 Conference
Monitoring
 Support Policy
and Payer
Efforts
Advocacy
Outreach
Awareness
Education
Action

6. Half of Americans (51%) have had their current health insurance plan for fewer than
three years – and 1 in 10 consumer have had their current plan for less than a year.
American Health Insurance Reality
Please indicate how long you have had
your CURRENT health insurance plan?

7. Nearly half (45%) have maintained the same PCP for three or fewer years; 12% have
seen their current doctor for less than a year.
…and Have a (Lack of) Doctor Relationship
Please indicate how long you have been
able to maintain the same (or your
preferred) primary-care physician?

8. So PR is the New Primary Care Facilitator
Younger Americans have an Amazon Prime-like relationship with primary
care – it’s the function and not the personal connection
Accessible care – walk-in-clinics and pharmacy-care centers – reflect
convenience and cost life priorities
Formulary status – Pathways – a key consideration for marketing investment
and audience activation
Prescription pad is now a “suggestion pad.”

9. For Health Marketers – End-users Matter

11. Innovation drives healthcare advances
– Patient monitoring technologies
– Drug delivery technologies
– Compliance assisting tech reminders
– Technologies make access easier and less complex
– Software that improves patient-care throughput
– Medicines that sustain life
What If You Can Transform Health?

12. Ways You Can Improve Health and Make Money
1. Improve Adherence
2. Improve Health Literacy
3. Improve Access
4. Improve Security
5. Improve Outcomes
6. Improve Cost
7. Keep it Simple

13. Medicine Is a Team Sport
13
Patient participation

14. Population vs. individual
Used with permission; Chris Dorley-Brown, photographer
Big Data: “Average Patient” Leverages the Many
14

15. Do Not Generalize
− There is no “average patient”
− One size does not fit all (e.g., cancer therapies)
− Heterogenetic drug class response (anti-depressants, NSAIDs*)
− “Personalized medicine” is a buzzword
− Formularies: coverage decisions are about actuary tables
*RW Dubois, Future Medicine, 2012

16. “Man Dying from Cancer Spends Last Good Day on Phone with
Insurance Company”

17. How Will We Improve Health?
“…the secret of the care of the patient is in
caring for the patient.” JAMA 1926

18. Some Examples of What Works

19. Equashield is committed to protecting healthcare
workers from the risks associated with exposure to
hazardous drugs and vapors. Its products extend
from compounding in pharmacy to administration
in nursing. We sought to position Equashield as the
leading developer of Closed System (Syringe)
Transfer Devices (CSTDs); promote its innovative
device design; and educate the industry about the
need for effective CSTDs in chemotherapy
development and delivery.
Improving Drug-Delivery Safety
Program
• Formed relationships with leading industry outlets, for both interviews and
contributed content
• Developed digital and printed content for marketing and branding purposes
• Embarked upon a strategic advertising campaign (print and digital) for
publications and trade shows
Measuring Results
• Established Equashield as a key player in the CSTD market, with an
innovative device that protects against more routes of exposure than
competing systems
• Placed stories in leading industry outlets, cementing Equashield founder
Marino Kriheli as an industry thought leader
• Generated quality coverage in countless media outlets, reaching key
target audiences

20. EarlySense provides contact-free, continuous
monitoring solutions for the medical and consumer
digital health markets. Its patented sensor and
advanced algorithms assist clinicians to detect patient
deterioration, helping prevent adverse events,
including blue codes, preventable ICU transfers,
patient falls and pressure ulcers. First used in
hospitals, now available on the consumer market.
Improving Patient Care and Reducing Insitutional Cost
Program
• Implement strategic media plan to raise global awareness of EarlySense
• Target key industry decision-makers, including hospital CEOs/CIOs
• Develop consumer-focused campaign promoting partner products in
consumer tech and health/lifestyle publications
• Establish thought leadership via bylined articles, speaking opportunities and
awards
Measuring Results
• Significant company and product coverage in such outlets as Financial
Times, USA Today, Fierce Medical Devices, Modern Healthcare,
Medgadget, Healthcare IT News, HealthLeaders, H&HN and more.
• Speaking opportunities including AHA Hi2 Forum, Frost & Sullivan DC
Briefing, and upcoming MM&M Innovation Summit; Industry awards
including “Fierce 15” Med Tech Company of 2015, Healthcare Informatics
“2015 Up-and-Comer” and CES and ‘PlusX’ product awards.
• Expanded presence and engagement with key industry players, journalists
and prospective customers via social media to position client as the go-to
source for continuous monitoring and lead conversations alongside the
sector’s most influential health and home innovators, including Samsung
and others.

21. Since 2001, we have deployed communications and
media relations to present the full spectrum of
cancer-related topics and issues - disease site,
research, prevention, survivorship, enterprise - to
support MD Anderson Cancer Center’s mission of
Making Cancer HistoryⓇ. Our work focuses on
educating patients, survivors, families, policy
makers, media and the general public. The following
offers a five-plus year look at our 16-year
partnership.
Improving Patient Outcomes
Program
• Collaborate daily with faculty, capitalizing on breaking research news
• Arrange media meetings and roundtables in the U.S. and abroad
• Support national and community educational initiatives
• Engage multicultural audiences
• Further enterprise developments, such as launching a $3 billion, 10-year Moon
Shots Program to dramatically reduce mortality rates and disrupt the accepted
scientific research model
• Initiate media partnerships to bring consumers comprehensive, practical
information
• Position leadership, including introducing top-tier media to MD Anderson’s
fourth president, Dr. Ronald A. DePinho
Measuring Results
• In the last 5+ years alone: 440+ media placements totaling 3.5B impressions
• 30 media tours, covering 100 journalist meetings
• Nine radio media tours covering 138.2 million in listenership
• 15 op-eds and bylines
• Media partnerships with such outlets as CNN en Espanol, Huffington Post,
MindBodyGreen, Proton Therapy Today, Pediatrics for Parents

22. Program
Establish this multi-state health network’s national voice:
• Position executives as thought leaders.
• Advance national/regional policy initiatives (e.g., Medicaid expansion).
• Shepherd the company through crises, such as natural disasters,
government investigations and executive transitions.
• Rebrand the company.
• Promote innovative partnerships.
• Drive educational campaigns around complex issues, such as Zika virus.
Measuring Results
• Support LifePoint growth from a 23-hospital system to a company
operating 70+ hospitals across 20+ states; more than 1,600 physician
practices; nearly 40 post-acute service providers and facilities; more than 30
outpatient centers.
• LifePoint is now featured in mainstream business media, such as The
Wall Street Journal, AP, Bloomberg and Reuters; and in top-tier healthcare
trades, including Modern Healthcare, HealthLeaders and Becker’s Hospital
Review, among others
• Established its providers as healthcare leaders and go-to sources on
public health issues and a top local employers.
Improving Community Health
Our partnership with LifePoint Health began in 1999 when the
hospital chain spun off from Hospital Corporation of America
to focus on providing quality healthcare to non-urban
communities. For 17 years, we have operated as an extension
of the LifePoint communications department, deploying a full
PR program to support the growing health system.

23. Program
• Show the promise of 3D printing technologies by demonstrating a positive
outcome – not just for Derby, but also to many humans whose limbs are lost.
It was a media bonanza.
Measuring Results
• 1+ billion media impressions overall -- in a mere few days
• 290+ media placements across global, national, local and top-tier online
and broadcast outlets
• An exclusive with BuzzFeed resulted in the Derby the Dog video and
article becoming a viral sensation and a trending topic on Facebook with
celebrity engagement, such as a shout out from actress Zooey
Deschanel
• Coverage appeared in BuzzFeed, Mashable, TechCrunch, The Huffington
Post, Fast Company, USA Today, Entrepreneur, The Washington Post,
Gawker, ABC News, NY Daily News, Men’s Journal, The Verge, Engadget,
People, Refinery29, Yahoo! News, FOX News, CBS This Morning, CNET
Improving Quality of Life
You couldn’t miss Derby the Dog: a loveable husky with
deformed front legs who received 3D-printed prosthetic
paws. In the time it takes to say “go fetch,” Derby was
up and running, panting happily as he enjoyed his
newfound pup mobility. The world wept with collective
joy. If this was possible for a dog, imagine the hope for
our vets and others?

24. CHALLENGE
Some 53,000 people are diagnosed with pancreatic cancer each year. Tragically, 75 percent present with advanced disease and perish within a year. Only
eight percent are expected to survive more than five years. Let’s Win is a recently launched online pancreatic cancer patient community created to collect and
share science-driven treatment options that go beyond the traditional “standard of care.” Its founders are an advocacy coalition that includes the Lustgarten
Foundation, World Pancreatic Cancer Coalition and Stand up to Cancer.
STRATEGY
Finn Partners’ introduced Let’s Win at the American Association for Cancer Research Special Conference on Pancreatic Cancer in early May and the
American Society of Clinical Oncology meeting in June. The continuing campaign will increase pancreatic cancer awareness and Let’s Win as a first-of-its-kind
crowdsourcing platform enabling patients, doctors, and researchers to share live-time science-driven information on potentially life-saving treatments – a vital
step in advancing science and patients’ lifespans. It’s mission includes advocating for additional research, access to innovation and highlighting new science.
RESULTS
• Since the 2016 summer launch the Let’s Win’s website received more than 10,000 page views and nearly 500 subscribers.
• In-person media meetings/interviews with The New York Times, Prevention, SHAPE, MedCity News
• White House invitation to join in the national Cancer Moon Shot Summit in June; participated on-the-ground in Washington, DC
• Let’s Win-led Twitter chat resulted in 1.9 million impressions and more than 100 participants – including American Cancer Society Board
leaders
• Leading clinical experts have joined the Let’s Win medical advisory board to advocate for going beyond the “standard of care” pathways
Improving Patient-to-Patient Conversations

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THANK YOU