innovating engagement

in health and healthcare

• Start with the consumer…. Live the “Day in the Life”

• Easy/convenient engagement where people live, work, and play

• Enhance push/pull communication

• Be Relevant, Original, Emotive

ROE = Return on Engagement

The healthcare industry knows how to listen to your heart.

.

But how does it listen to what the heart has to say?“

0

1

2

3

4

5

6

7

Global Penetration (billions)

6.8

4.0

1.4 1.0

population

What is the world’s most ubiquitous digital device?

Universe of Active Handsets in the U.S.

Featured Phones Smartphones

17% of market

49% have unlimited texting plan52% have unlimited data plan

83% of market

35% have unlimited texting plan12% have unlimited data plan

97% of mobile phones text enabled64% of mobile phones internet enabled

Source: Luth Research Survey June 2009; Comscore June 2009

259 263 267 272 277

200 203213

223 224

102 109 115127 130

57 60 64 66 71

135145

158 162174

15 16 18 19 20

Q2 2008 Q3 2008 Q4 2008 Q1 2009 Q2 2009

Mobile Subscribers (Millions)Q2 2008 - Q2 2009 U.S.

132M

68M

49M

Audio 39M Apps 27M Games 23M

UNIQUE USERS

235M

Mobile Consumption

Text messaging

Multimedia messaging

Internet

Downloads

Video 15M

Total U.S. Subscribers

Text messaging is widely used across all age groups

70% of 13-17 83% of 18-24 69% of 25-34 60% of 35-44 42% of 45-54 37% of 55-65

Text Messaging in the U.S. Today

Source: 1. Nielsen, “The Short Code Opportunity”, December 2008

Source: 2 Mobile Marketing Association Mobile Attitude & Usage Study 2008

Evolution and intersection of media

TV Radio Recordings Comms. Print Cinema

Source: Ahonen (2007)

Internet

Sponsored by

Evolution of Engagement in Healthcare

Pharma Hospitals Health Insurance

Health & Wellness Doctors Nurses Pharmacy

The 1st clinical trialed, peer reviewed & commercialized mobile smoking cessation program in the world … that is simple to use … supportive …creates sustained behavior change

KICK BUTSTM is built on a Mobile Health Messaging Engine flexible to be adapted for other health issues

A breakthrough mHealth solution

Delivery of Supportive Staged Customized Text Messages On Your Patient’s Mobile Phone …

to Sustain Behavior

Mobile Health Messaging Engine Protocol

STAGE PERIOD MESSAGE RATEMESSAGE

TYPE

Pre-Quit14 – 1 days prior to

Quitting1 – 2 per day Cessation

Quit Day 1 day 3 on day Cessation

Intensive Quit Day – 4 wks 3 per day Cessation

Maintenance Week 5 – End 1 every 3 days Cessation

RelapseEarly or Late

4 weeks – After Quit Day only

3 per day Relapse

Anytime50 Anytime – After

Quit DayImmediate

Response 24/7Crave

Slip Up

Anywhere … Anytime

Stay positive. Tell urself “I don’t need a smke,

I’m a nonsmkr”

How r ur quitting goals gng?Set a deadline 4 ur goals.

Celebr8 ech milestone as u go

Get ur frnds & familyBehind u. TXT ur m8s

& family 2 keep ur hands busy @ ur norml smke breaks

How r u doin? TXT “crave” to 3111 & we’ll snd u an idea

of how to beat a cravng

Supportive, Sustained Engagement

Based on individual opt-in informationAutomatically sends smoking cessation messages to participants

Automatically processes and sends responses to text messages received from participants

Allows participant to manage their profile and smoking cessation program online

Source: The Quit Group, funded by New Zealand Ministry of Health

FOCUS: Encourage more people to make more assisted quit attemptsAVAILABILITY: Integrated into Quit Group by Ministry of Health

ParticipantOutcomes 21.2% at 12 weeks 16.0% at 22 weeks

ParticipationRates

94.0% of people who registered went on to opt-in to the program

ReferralLevels

52% already recommended to a friend43% would recommend it to people in the future

NRT Support 73% requested NRT information 71% purchased NRT

CostEffectiveness

Program cost was reduced 37-51% vs. the traditional quit line

Resource Requirements

0.64 FTE resource required for client servicing & program monitoring

KICK BUTSTM Market Success in New Zealand

Vital Statistics

Let’s talk mobile strategy

“Reason leads to conclusions, emotion leads to action.”

- Neurologist Donald Calne

www.iehealthcare.com

steve@iehealthcare.combrandon@iehealthcare.com

Chief Marketing OfficerChief Creative Dude Chief Innovator Chief Strategist

bob@iehealthcare.com david@iehealthcare.com

thank you