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

Remember the Global Health B2B-C Ecosystem

MARKET

WHOLESALERS

PAYERSRETAILPOLICY

MAKERS

PUBLIC HEALTH

LEGISLATIVEFDA

PROVIDERS

INFLUENCERS

PHYSICIANS

PHARMACY

CONSUMERS

AS ADVOCA

TES

AS PATIENTS

AS CAREGIVE

RS

MEDICAL MARKETING & SALES

REGULATORYADVOCACY

What If?

Use Social Media as a Market Focus ToolSocial 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.

SOCIAL

COMPETIT

ORS

INFLUENCERS

SEARCH

Demand Mapping

Institutional Knowledge &

Internal Feedback

…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

Cre

atin

g an

info

rmed

env

ironm

ent

that

can

bec

ome

care

lead

ers

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

AdvocacyOutreach

Awareness

Education

Action

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?

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?

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.”

For Health Marketers – End-users Matter

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?

Ways You Can Improve Health and Make Money1. Improve Adherence2. Improve Health Literacy3. Improve Access 4. Improve Security5. Improve Outcomes6. Improve Cost7. Keep it Simple

Medicine Is a Team Sport

13

Patient participation

Population vs. individual

Used with permission; Chris Dorley-Brown, photographer

Big Data: “Average Patient” Leverages the Many

14

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

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

How Will We Improve Health?

“…the secret of the care of the patient is in caring for the patient.” JAMA 1926

Some Examples of What Works

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

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.

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 OutcomesProgram • 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

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 HealthOur 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.

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 LifeYou 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?

CHALLENGESome 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.

STRATEGYFinn 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