SMI Interactive Digital Media Point of Care Marketing Programs

Presented to

Barry CrescenziDirector, Clinical Trial Patient RecruitmentSMIbcrescenzi@smihealthmedia.comwww.smihealthmedia.com

What SMI Can Do For You

•Implement a HIPAA compliant marketing program creating a relationship between you and your target audience

•Create a customized campaign that enables you to choose the audience.

•Utilize claims data from our PPO Network to identify the physicians ideal for your campaign

•Provide feedback from the participating offices about your campaign

•Provide ROI in real-time, enabling to you make changes through out your campaign

•Provide detailed demographic data about the individuals exposed to your campaign

•Contact each office prior to the start campaign so they can “opt in” which helps to ensure 100% office participation and cooperation.

•Provide affordable solutions allowing advertisers to track your ROI in real-time.

•Identify referring physicians, and recruit patients for clinical trials

Why Advertise at the Point of Care?

SMI Point-of-Care Marketing campaigns are permission based marketing programs that facilitate dialogue between physicians, patients, and consumers about an advertiser’s product or service. Because communication is anticipated, our campaigns positively affect the behavior of the exposed audience.

Additional Benefits include:¹ • Supports responsible DTC Advertising Practices. Patients can immediately talk to

their physician and alleviate any confusion or questions they may have about the message.

• 52% of consumers take action after seeing an ad at the point-of-care, TV and print ads drive only, 29% of the exposed consumers to take action.

• 22% of patients suffering from a chronic condition say Point-of-Care advertising helps them to take their prescribed medication as directed.

• IMS research shows that Point-of-Care marketing campaigns get up to 5:1 ROI.

• Patients with acute conditions are more likely to consider brands promoted at the point-of-care.

• 75% of patients shop the same day they see a physician, 45% have a prescription filled/refilled and 55% shop for food.

SMI Interactive Digital Media Network

• SMI has partnered with a leading interactive digital media network, InfoSlate, to give advertisers the opportunity to communicate and share information with their customers at the point of care. Selected healthcare facilities receive between one and five 10” interactive screens for their waiting rooms and one interactive screen for the physician.

FEATURES • Advertisers will get reports on all the data captured from the individuals touching the screen. • Ability to create interactive quizzes and educational activities • Advertisers can create contests, reward programs and offer coupons to patients in the waiting

room• Brands can have multiple pages of interactive activities for greater patient and consumer

impact and data collection • Ability to choose the specific dates for your campaign • Ability to promote multiple products. brands, and disease state• Category exclusivity for your product or brand• Opportunity to create two separate ads per office, one designed for consumers, and one for

physicians.

Current Geographic locations for our Interactive Digital Media Program

FL, OH, PA, IN, NY, CA, IL, NV, VA, TN, NJ, AZ, MI, IA• We will expand this network into any geographic location or physician specialty for any

campaign 6 months or longer

SMI Interactive Digital Media Network Benefits

BENEFITSCreates an Effective Narrowcast Advertising Solution[1]• Enables advertisers, patients, consumers, and physicians to communicate through multiple touch

points• Eye-catching displays capture the attention of targeted patients and consumers • Clients’ content is integrated and can be linked to other information and systems or drive patients to

your website. Measure Message Effectiveness in Real- time • State-of-the-art technology allows advertisers to access detailed demographic data and ad response

rate in real-time.

Maximize ROI [2 ]• SMI Interactive delivers recall rates and targeted impressions that exceed other media

channels• 25% click through rates for banner ads • 74% recall rates of ads placed on the interactive screens• 35% Increase in POP over traditional media

[1] Narrowcasting is the delivery of highly targeted and customized messages to audiences in public locations at specific times[2] Interactive Insights 2003 study

Case Study/Metrics

• The usage data is tracked minute by minute on our management portal which is accessible to advertisers.

• This data shows that in OB/GYN offices shows that 92% of the patients used the device with usage time averaging 23.15 minutes

• In an Orthopaedic office, the data shows that 78% of the patients used the device for an average usage times of 21 minutes.

• The management portal allows advertisers to see which offices have the most patients viewing their ad. This information is available 24/7 allowing advertisers to alter their program based on these reports.

Interactive Campaign-Physician Office

Client– Fertility Device for in-home use

Campaign - OB-GYN – 19 offices ; 47 active devices

Campaign Cost - $100 per week per device; $4700 per week – featured on 47 devices; $18,000 per month

ROI

7/28-8/1 – 1183 unique users

Average usage time – 20 minutes

352 unique clicks, 29% CTR (click through rate)

30% CTR produced:

700 new, unique users to their site per week and 2800 per month.

Traditional Online Banner Ad Campaign

Client– Fertility Device for in-home use

Campaign: Banner ad campaign strategically placed on the top 25 mom-centered websites.

Average Cost Per Conversion Rate- $200.00

ROI

– 33 conversion per month

- $197.00 per conversion

- CTR - <1%

Advertising Campaign Comparison

Fertility Device – Traditional Internet Advertising

Patient/Physician Demographics

Consumer Survey-PharmaVoice

The following data is based on total physician office visits which equals 963,617,000

Patient Demographics –Payment for Medical Services**

**Due to the current economic situation and the unusually high unemployment rate, the number of people with private insurance may have decreased since the study was completed in 2007.

Patient/Physician Appointment Time by Specialty