Public Education Program (PEP)designed for individual practices

An Internet Public Awareness Program for

Canaloplasty

Presented by: Bill Bouwmeester

MedNet Consulting, LLC

Did you know?

American Internet penetration rate reaches 73%

Did you know?

40% of adults use the web for health information at least once a month

Web Overtakes the Physician

For better or worse, in 2008 the Internet replaced the physician as the #1 source for health and medical information

Treatment Searches 2nd to Symptoms

58% health related searches are for treatment options

Google Dominates Online Search

Google owns 81% share of the online search market

2009 Broadband Penetration at 61%

Broadband Demographic Growth

Senior citizens: Broadband usage among adults ages 65 or older grew 58% from 19% in May 2008 to 30% in April 2009.

Older baby boomers: Among adults ages 50-64, broadband usage increased 22% from 50% in 2008 to 61% in 2009.

African Americans: In 2009, 46% of had broadband at home compared to 40% in 2007, 15% increase.

Source: Pew Internet & American Life Project

Video Usage Stats for March 2008

74% of US Internet users viewed online video 11.5 billion videos viewed online in US Activity was a 64% gain over March 2007 84.8 million viewers watched 4.3 billion videos on

YouTube Average online video duration was 2.8 minutes Average online video viewer watched 235 minutes per

month

News Video #1 Download Category

YouTube Dominates Video Downloads

Video Downloads Growing:

Six out of ten (61%) high-speed internet users watch or download online video content at least once a week, and 86% do so monthly, compared with the respectively 45% and 71% who reported doing so in 2006.

Video’s Online Power

52% of online video viewers report responding to video content

In November, 2008 Google announced a Adwords keyword search program for their YouTube franchise

Text Keyword Searches

246,000 national Google searches for “glaucoma” each month

Florida AdWords Campaign (Week 1)

4124 Florida impressions for “glaucoma” info in less than one week

Average of 12 Floridians per day visited www.canaloplasty.com

On a $10/day budget for entire state of Florida we project 360 Floridians will visit www.canaloplasty.com each month

Top Keywords Based on Click Thru Rate

Top Ten Markets

Top Google Listing Achieved for “glaucoma” Search

Google Search Results for “glaucoma treatment”

Adwords keyword campaign linked to personalized “What’s New” page

Page features instant stream of auto start Flash video on keyword subject matter

Page offers links to videos of patient testimonials and national TV news stories

Links to clinical study results also available on this featured page

Personalized Physician Website

Patient Testimonial Page

Videos of patient testimonials add a personal touch to the message

Having several testimonials from around the country adds credibility to each story told

Personal stories in the patient’s own words increases the third party referral value of the content

“In The News” page dedicated to featuring local news coverage from around the country

Local news coverage for the practice will be featured once the practice obtains news stories on their key news stations through MedNet’s press releases

It is important to secure rights to any news story a practice grants to the media to avoid copyright issues once the story airs and then streamed on their personal site

News Stories Page

Streaming Surgical Flash Video

Interactive Maps and Feedback Forms

2009 Florida Pilot Program Objectives

Create public awareness for canaloplasty using individual practice websites and Google AdWords for every major market in Florida

Requires a minimum of 10 successful canaloplasty cases to participate in the program

Design, hosting, domain name registration and local Google AdWords campaign projected to cost under $3/day with two year contract