Product Concept

Continually AMPLIFY your brand marketing, by being more relevant on a regional basis

with HRM’s Regional Opportunity Identifier™

an unprecedented solution for mining data, uncovering regional variability, and identifying opportunities

1

Vision

• Create a perpetual service– Looking to develop a more regular revenue stream that

• provides value to clients • keeps HRM involved in business processes • creates metrics that our clients will rely on to keep their business

moving forward

• Initiate projects faster– The information for Phase 1 of the tool is available today– Tool and information would be available for internal HRM resources

to utilize to paint a picture of regional differences per market

• Add value– The tool would include proprietary information that is not otherwise

readily available, increasing the relevance of regional efforts– Potential to include client-specific data to increase value of analytics

in the tool

2

3

Market Search-Identify data sources-Identify available tools-Mock-up of data-Create mapsTime: 4-6 weeksBudget: $15K

Milestone:March 31, 2015

Build Internal Tool Mock-up

-Automatic and integrate data -Build value propIdentify brand for Test

Time: 60 daysBudget: TBD

Milestone 2:

Client Demo Tool -Designed for Client Meetings -Helps brands identify regional opportunities

Time: TBDBudget TBD

Milestone 4: Milestone 3:

Brand Test -Test value prop-Test workflow-Identify gaps and opportunities-Develop messaging

Time: TBDBudget: TBD

Future Milestones

Data and/ or Product License

-Designed for clients -Market intel for marketing & field force

Time: TBDBudget: TBD

Develop the new product/service in stages that begins with a tool that supports sales/ account teams internally and evolves into a stand alone product/ data service

ROI Project Road Map

Business Questions

4

What are the Top 10 geographies where

Asthma is most prevalent?

What hospitals are treating the most Diabetic patients?

Which MSAs have higher ratios of

Specialists vs PCPs?What were Top 10

geographies for Asthma last year?

How has that changed?Which MSAs have the

highest numbers of females, 18-45, with

Asthma, and get their health info from

websites?

Where can I find the Top 10 markets for

NP/PAs?

Which markets are in need of improving

treatment of Diabetes patients?

New Data – Hot Off the Press

5

Medicare Hospital Compare, April 2015

Data Sources

6

Behavioral Risk Factor Surveillance System

– Which areas in my region have the highest incidence of <insert condition>?

– Which areas in my region have the highest percentage of <insert specific demographic>?

– How have these measures changed over time?

SMART: BRFSS City and County Data – Same as above by at county/MSA level

Medicare Volume - Hospital– Which hospitals in my region perform the most number of <insert

procedure here>?– How have the number of <insert procedure here> increased/decreased

over time?

Medicare Provider Utilization and Payment Data: Physician and Other Supplier

– Which providers (hospitals/physicians/labs) are performing the highest number of <insert procedure here> for a given region?

– Which areas/regions have the highest number of <insert procedure here>?

Timely and Effective Care - Hospital

– How is a specific hospital performing relative to any of the eight key disease state measures (heart attack, emergency dept, heart failure, preventative care, pregnancy and delivery care, pneumonia, stroke care, and surgical care)?

– Which hospitals in a specific area perform the best/worst for a specific measure?

Shared Savings Program Accountable Care Organizations (ACO) PUF

– Which organizations have the highest number of affiliated PCPs, nurse practitioners, and PAs?

Data Sources

• Most applicable• Easily integrated• Largest spanning• Connectable to other sources• Applicable to wide number of clients• Valuable information that demonstrates importance

of regional relevance to clients• Robust enough to provide insights and lead clients to

want to understand more

7

Data Sources/Potential Partner – c2b

• Large survey of health care consumers (almost 5,000) in the US describing the WHO, WHAT, WHY and HOW they do what they do, and what we need to do to influence their behavior in a healthcare reform environment

• The research provides more than 15 million data points on consumer attitudes and behaviors regarding: – Health & wellness– The roles of health care professionals– Rx and OTC medicines– Health Care Reform – Media preferences– Peer influence-chatleaders

8

New Insight

=New Opportunity

9

HOW it works: Focus on “6Ps”

10

HOW it works: Data examples

11

Medicaid reimbursement status for given product; # of large employers (who they are); types of industries and jobs

Hospital Treatment Rates; Provider performance measures, meaningful use, readmissions, infection rates, patient satisfaction

Incidence; prevalence; demographics; income levels

# of providers; physician shortages; referral patterns; NP/PA presence

Medicare claims for medications; procedures & referral patterns; use of Generics

Policy opportunities: state exchange vs. federal, labor unions, industries that support use of a specific product

HOW it works: Sample scenario

12

Challenge: Company X is launching a new product for diabetes that has been demonstrated to reduce the risk of low-blood sugars that result in the need for hospitalization

Solution: Company X implements a Regional Opportunity Identifier™ (ROI) plan to amplify the success of the launch

Plan: The on-going ROI plan is comprised of 3 steps:

LAUNCHLEVERAGELEARN

HOW it works: Sample scenario (cont.)

13

LAUNCHLEVERAGELEARN

Regions A, C, and F:• Readmission rates are well above the national average • Prevalence rates of patients living with diabetes above the national

average• Lower endocrinologist-to-primary care ratio than the national average• More states that are using the federal insurance exchange• Fewer claims for patients using insulin than the national average

Regions B, D, and E:• Infection rates above the national average• Higher % of Latinos and native Americans• Greater number of counties with primary care provider shortages• More states using the State Insurance Exchanges • Fewer claims for patients using insulin• More claims for generic oral diabetes medications than national average

HOW it works: Sample scenario (cont.)

14

Brand X

HOW it works: Sample scenario (cont.)

15

LAUNCHLEVERAGELEARN

Identify & leverage data-driven opportunities bybuilding a regional marketing plan that

capitalizes on regional variability

HOW it works: Sample scenario (cont.)

16

LAUNCHLEVERAGELEARN

1. Utilize regionally relevant marketing and sales tactics in most responsive geographies

2. Continually monitor market-by-market results to quantify results from launch efforts

3. Refine strategies & tactics accordingly in order to optimize budgets and materials placement

Summary / Anticipated Success

• SituationNow, more than ever, healthcare is a local industry. Inevitably, every brand has meaningful variability in its market-by-market performance due to variations in market-based relevance.

• SolutionImprove your brand’s relevance, with HRM’s Regional Opportunity Identifier: an unprecedented solution for mining data, uncovering regional variability in brand performance, and identifying opportunities.

• SuccessContinually amplify your brand’s marketing success nationally, by making it more relevant regionally.

17

HRM: HOW we can move forward

123

Identify specific learning objectives

Implement plan immediately

Develop your on-going ROI plan

18

Continually increasing value

123

Opportunity identification steadily increases

Value of ROI solution continually increases

Per-month fee remains contractually fixed

19

Pricing

• Initial offering would be monthly/quarterly Dashboards– Ideally, clients would contract for an annual service so as to

guarantee dependable monthly revenue stream

• Proposed pricing– $75k up-front for setup for a brand (e.g. on-board us, review

their operating plans and strategies, apply to regional marketing)

– $10k per month for identification & measurement of opportunity markets  (e.g. analysis, recommendations, etc)

– Additional costs to include their alignments and potentially other data sources

– Consider pilot pricing for initial dashboard tool

20

Client Feedback Plan

• As we continue to develop and evolve this tool, we want to understand market potential and any critical elements that should be included as we launch the tool.

• To that end, we will interview 4-5 Brand Managers and/or potential customers to gather insights on:– Value of the tool– Potential to purchase for upcoming launch– Critical data elements to be included in phases 1, 2, 3

(closed and open ended)– Check price point

21