Brandon Daniell, Chief Innovator at i.e. healhcare spoke on the panel "No Time for Decline: Where the Action is Now in the Healthy Living and Aging Market Location: Murray Theater, Ruth Eckerd Hall" about the evolution of engagement in healthcare,

1. innovating engagement in health and healthcare

3. Easy/convenient engagement where people live, work, and play

4. Enhance push/pull communication

6. What is the world’s most ubiquitous digital device? population

7. Universe of Active Handsets in the U.S. 97% of mobile phones text enabled 64% of mobile phones internet enabled Smartphones Featured Phones 17% of market 49% have unlimited texting plan 52% haveunlimited data plan 83% ofmarket 35% have unlimited texting plan 12% have unlimited data plan Source: Luth Research Survey June 2009; Comscore June 2009

8. Mobile Consumption Mobile Subscribers (Millions) Q2 2008 - Q2 2009 U.S. UNIQUE USERS Total U.S. Subscribers 235M Text messaging 132M Multimedia messaging 68M Internet 49M Downloads Audio 39M Apps 27M Games 23M Video 15M Source: Nielsen, David Gill (2009). Understanding Mobile Habitat

9. Text Messaging in the U.S. Today 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 Source: 1. Nielsen, “The Short Code Opportunity”, December 2008 Source: 2 Mobile Marketing Association Mobile Attitude & Usage Study 2008

10. Evolution and intersection of media Cinema Internet Print Comms. TV Radio Recordings Sponsored by Source: Ahonen (2007)

11. Evolution of Engagement in Healthcare Health Insurance Health & Wellness Pharma Doctors Nurses Pharmacy Hospitals

13. A breakthrough mHealth solution The 1st clinical trialed, peer reviewed & commercialized mobilesmoking 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

14. Mobile Health Messaging Engine Protocol STAGE PERIOD MESSAGE RATE MESSAGE TYPE Pre-Quit 14 – 1 days prior to Quitting 1 – 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 Relapse Early or Late 4 weeks – After Quit Day only 3 per day Relapse Anytime 50 Anytime – After Quit Day Immediate Response 24/7 Crave Slip Up Delivery of Supportive Staged Customized Text Messages On Your Patient’s Mobile Phone … to Sustain Behavior

15. Supportive, Sustained Engagement Anywhere … Anytime Based on individual opt-in information Automatically 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 How r u doin? TXT “crave” to 3111 & we’ll snd u an idea of how to beat a cravng How r ur quitting goals gng? Set a deadline 4 ur goals. Celebr8 ech milestone as u go Get ur frnds & family Behind u. TXT ur m8s & family 2 keep ur hands busy @ ur norml smke breaks Stay positive. Tell urself “I don’t need a smke, I’m a nonsmkr”

16. KICK BUTSTM Market Success in New Zealand FOCUS: Encourage more people to make more assisted quit attempts AVAILABILITY: Integrated into Quit Group by Ministry of Health Vital Statistics Source: The Quit Group, funded by New Zealand Ministry of Health

17. Let’s talk mobile strategy

18. “Reason leads to conclusions, emotion leads to action.” - Neurologist Donald Calne

19. thank you Chief Marketing Officer Chief Strategist Chief Innovator Chief Creative Dude david@iehealthcare.com bob@iehealthcare.com steve@iehealthcare.com brandon@iehealthcare.com www.iehealthcare.com