a founding ceo's perspective on marketing a healthcare startup

A Founding CEO’s perspective on Marketing: !

Connect and Engage Customers in Conversation and Great Brand Experience !!

Dr. Jordan McAfoose Founder & CEO !

Phone: +41 79 931 3274 Email: jordan.mcafoose@iam-care.com!

!November 27th, 2013; v1

Introduction: IAM-CARE - Caregiving Platform for Alzheimer’s & Dementia !!Pain Point: Traditional OUTBOUND marketing ‘mentality’ !!Solution: Leveraging INBOUND to engage target audience !!Application: Define Personas, Develop Strategy, Measure & Adapt

Overview

Dementia is a Global Healthcare Crisis

2010 4.4 M 2030 7.1 M 2050 11.0 M

2010 10.0 M 2030 14.0 M 2050 18.7 M

2010 8.7 M 2030 17.9 M 2050 30.78 M

2010 7.0 M 2030 14.6 M 2050 29.2 M

2010 3.4 M 2030 7.7 M 2050 16.1 M

2010 1.9 M 2030 3.9 M 2050 8.7 M

2010 0.3 M 2030 0.6 M 2050 0.9 M

North America

Central & South America

East Asia

South & Southeast Asia

Europe

Australasia

Africa

IAM-CARE: Tell a story

4

Caregivers are stressed and over-burdened!

American Alzheimer Association, Facts and Figures, 2012

0%

20%

40%

60%

80%

Emotional stress Financial stress

72%

56%

33%

61%

Stress increases institutionalization & cost

Gitlin, Winter, Dennis, Hodgson, & Hauck 2010; Lyketsos et al., 2011

Caregiver stress

Nursing home placement

Health care costs

Daily challenges &

Behavioral problems

Segmented Market Fails to Address Complex Needs

Health Tools

NetworksPatient

Health Networks

Knowledge

Professional

Knowledge Networks

An Integrative Healthcare Platform is the Solution

Health ToolsProfessional knowledge

developed by experts Health management recommender system

‘Real-time’ health tracking and reporting system

Privacy-driven care network

Manage health as ‘care teams’Community-driven knowledge

Networks

Knowledge

Example: How do we currently assess our patients?

IAM-CARE: An innovative approach to health tracking

IAM-CARE optimizes patient-caregiver-doctor interaction

Trac

king

Sys

tem

Information and Netw

ork

Pain Point: Traditional OUTBOUND marketing ‘mentality’

… Outbound, outbound… we need millions in marketing $$

Traditional OUTBOUND marketing is eroding

Inbound Marketing is Cost-Effective

Consumer behavior has changed

As a startup, we need to be

agile & flexible

… as well as, measurable &

cost-effective

Solution: Leveraging INBOUND to engage target audience

Inbound Marketing is Cost-Effective

Out-sourced agencies are more EFFECTIVE

Supportive technologies simplify INBOUND marketing

The INBOUND marketing machine drives business

Source: GroupM, Nielssen

90%click on organic search resultsNot AdWords

Application: Define Personas, Develop Strategy, Measure & Adapt

Confidential 26

Define our customer throughout all stages of dementia

Build a lasting relationship with our target audience by conveying a deep understanding of the plight of dementia caregivers and patients.

Concerned

Despair

Challenges

Vulnerable

Guilt

IsolationDependent

InsecureConfused

VoidPre-diagnosis

Diagnosis

Early stagesModerate stages

Advanced stages

End-of-life

Needs & Beliefs analysis - Caregivers

26

EMOTIONAL !⬥ Realistic expectations ⬥ Validation of their feelings ⬥ Confidence ⬥ Empathy ⬥ Reassurance ⬥ Relief ⬥ Recognition ⬥ Need a constant ⬥ An anchor ⬥ A feeling of community ⬥ Sense of belonging ⬥ Shared feeling of responsibility ⬥ To fulfil my duties to the family ⬥ To face change

RATIONAL !⬥ Better communication ⬥ Education ⬥ Organization ⬥ Routine and structure which can flex to patient

needs ⬥ Expectations ⬥ Care plans ⬥ Tools to communicate with family ⬥ A means to connect with family ⬥ Regularity ⬥ Accessibility ⬥ Easy to share updates ⬥ Contact without obligation ⬥ Planning and logistical support ⬥ Continuity of care

IAM-CARE: Tell a story

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Melody ‘The concerned family’

P

28

Henry ‘Recently Diagnosed’

S

Leverage keyword research for On-Page SEO

Identify and engage multipliers and influencers

Multipliers!Alzheimer’s Disease International

USagainstAlzheimers!Alzheimer Scotland Alzheimer Australia

Swiss Alzheimer’s Association Dementia SA

Alzheimer New Zealand

Clinical Research Centers!Harvard UCLA

Oregon Health Science John’s Hopkins University

Duke VUmc Alzheimercentrum!

University of Zurich

Opinion-leaders & Advocates!Prof. John H Growdon!Prof. Philip Scheltens!

Prof. Roger Nitsch!Prof. Christoph Hock Prof. Jefferey Kaye Prof. Laura Gitlin!

Zaven Khachaturian George Vradenburg!

et al.

Leverage partner channels to generate leads

Landing Pages: Top Pages this Month

33

Landing Page Views Submissions Conversion Rate

IAM-CARE Dementia - Beta Test Invite 169 57 33.73%

FREE eBook: You and Your Family: An Empowered Approach to Dementia 109 45 41.28%

Beta Test Invite | US Against Alzheimer's 78 33 42.31%

Beta Test Invite | Dementia South Africa 17 3 17.6%

Beta Test Invite | Alzheimer Scotland 13 5 38.46%

Typical industry standards are 20% for landing page conversion rates. IAM-CARE exceed this with an average above 30%

Nurture leads & drive conversions via automated workflows

Email: Top Email Marketing Messages

35

Article Sent Opened Open rate Clicked Click rate%

[001-NL-E] Newsletter for October 2013 161 58 36.3% 21 13.1%

[002-LN-E_01] Welcome to the IAM-CARE beta program

124 57 47.5% 11 9.2%

[002-LN-E_02] IAM-CARE beta: key features you should know about

117 53 45.7% 11 9.5%

[002-LN-E_03] IAM-CARE beta: have you invited others to join your network?

114 47 41.6% 3 2.7%

[002-LN-E_04] IAM-CARE beta: have you connected with a group?

113 47 42% 9 8%

Email performance is very strong, typically doubling the average of 20% open rate. Click rates also fall very well within the benchmark of 5-10%

Grow community and leads via Facebook campaigns

Measurable - Customer Lifecycle Summary

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Closing message: Rethink your marketing…

Today’s highly networked, mobile and engaged online societies are profoundly eroding traditional advertising practices… !!… Consumer behavior has changed and companies need to attract and involve consumers in conversation and great brand experience… !!Inbound marketing strategies are poised to offer businesses new opportunities to target consumers in ways that demonstrate personalization, value, appreciation and social context.

The world has changed… and so has marketing

A Founding CEO’s perspective on Marketing: !

Connect and Engage Customers in Conversation and Great Brand Experience !