4A's IAAS Final Presentation - Telos Boston

April 25, 2014

A means to achieving your ultimate purpose.

We are Telos

Agenda The ask & challenge Our approach & research The strategy & target The creative platform How it comes to life Media plan Measuring success

The ask

500 physicians20,000 users

2015

$1MM ($2MM)

3Derm snapshotInsight Differentiat

ionOffering

• 30,000:1 patient to dermatologist ratio

• Long wait times to see a doctor

• 3D skin imager scans lesions

• Image sent to a teledermatologist for diagnosis

• Doctor referral decreases wait time for patients

• Convenient and low cost

• Dermatologist backed

• Unrivaled technology

Start up

3Derm snapshot

Purpose

“Most likely to effect change” -

Effecting Change

Our approach

Mintel researchNielsen MRICDC data

PSFK: Future of Health

Quantitative survey(200+ respondents)

Qualitative interviewsMelanoma Foundation

What we learned

“Make an appointment with my doctor”

“Make a doctor’s appointment or go to a minute clinic”

“Get to a dermatologist immediately” “Share my research with my doctor”

79% of consumers surveyed know they should visit the dermatologist at least once a year

90% listed change in shape, size or color of mole as reasons to see a dermatologist

Challenges

Limited awareness

among doctors

and consumers

alike

Challenges

Bureaucratic channels difficult to navigate

to enter market

Challenges

Lack of established

credibility within the

medical space

Strategy

Credibility Volume

MedSpa

How do we maximize $1MM?

$2,000 per doctor

$50 per consumer

$2,000 per doctor will get us doctors + their patients

Where do the two meet?

Accountable Care Organizations and retail clinics have existing

partnerships in which they provide affordable, convenient care to their

patients.

How do they work together?

Retail clinic overseen by physicians at ACO

Medical record sharingPatient referrals

Strategic approach

ROLE OF DOCTORAccurate diagnosis and triageEducate patientsRefer patients to retail

ROLE OF RETAIL CLINICConvenient for patients

Outlet to monitor lesionsRecommended by credible resource

The doctor

The Alpha Doc

Males & FemalesAged 42-50

Leaders within theirhospital networks

“I consult the internet to

verify symptoms,

diagnosis and treatment.”

“I value my network.”

“I prefer to get

information that I can

review on my own

schedule.”

hours per week spent online for professional purposes 11

of physicians want to receive product information via an independent medical channel

77%

63% talk to others about a product after watching online demo videos

more likely to visit a product website for more info as a result of health care advertising

99%“I use and

recommend technology

that helps my patients.”

The Alpha Doc

A day in the life…

Creative message

Get under their skin.Learn how 3Derm is changing the

face and pace of dermatology.

How it comes to life

E-mail Marketing

Online VideoWebsite Refresh

Paid Search

Google+ HangoutsPhysician-Only Social Networks

DigitalPublic

Relations

Events

Social Media

PartnershipsPublic Relations

Trade Shows

Recommended channels

SEODisplay

Target region

Reaching the Alpha Doc

AWARENESS EDUCATION INTERACTION

Events

Trade shows

Boston, MA

Boston, MABoston, MANew York, NY

Public Relations

Public relations

Internal ExpertsTargeted Storytelling

Thought Leadership

Speaking Opportuniti

es

Partnerships

Melanoma Foundation

Optimization

Digital

Website: doctor experience

SEO

See start up package for more

Paid search

See start up package for more

DisplayUse display advertising to hyper target physicians in contextually relevant

locations online

Website: landing page

E-mail marketing Reach out to doctors about the 3Derm technology after events

Online Video

Online video

Optimization

100% of medical professionals watch online videos

before purchasing medical devices.

Online video

Optimization

3Derm Brand: Melanoma education, awareness of broken dermatology system

Demonstrations: How- to use the 3Derm system, for doctors and patients

Testimonials: From doctors and users

Content Categories

Online video

“Get under their skin”

What gets under our skin?

Melanoma kills 1 person every hour.

Curable and preventable.

38 days11 days

3Derm has the solution.

Online videoBrand Video: “Get under their skin”

Online videoHow To Video: “For Doctors”

Social

Google+ hangout

Optimization

Host monthly Google+ hangouts, where 3Derm is able share benefits of the technology and demo the experience for doctors. Doctors are able to ask

questions, share concerns and learn from one another – all hosted by 3Derm. Hangouts will be educational and provide a personalized

experience.

Physician social networks

Active users: 200,000 physicians

Create a brand page for 3Derm and drive users there to learn more

Target PCPs with branded content and news

3Derm is Changing the Face and Pace of Dermatology

Extending to the consumer

Patients listen to their doctors

ConsumersDoctors

Recommended channels

Collateral

Digital

Social Media

Rack Card

CRM

Twitter

Rack card

CRM• 3Derm scan results and

follow up

• Reminders to monitor concerning lesions and visit a retail clinic

• Send photos of last scans for comparison

• Reminder for monthly skin checks, skin cancer awareness month promotions, etc.

Twitter

Find Brad Relevance

Program IdeasProgram IdeasSkin

Cancer Education

Industry News

Value Propositio

n

Events/Tradesho

ws

National Skin Care

Month

See start up package for more

Media plan

$1MMTACTIC $ Investment Reach

Physician

Website Refresh   ü ü $$ $50,000 -SEO ü ü   $ $25,000 -Paid Search ü ü   $$ $100,000 1,255,000Display ü     $$$ $200,000 130,400,000Online Video ü ü   $$ $75,000 -CRM   ü   $ $25,000 1,000PR ü ü   $ $50,000 -Partnerships ü     $$ $150,000 -Events & Trade Shows ü ü ü $$$ $220,000 20,000Physician-Only Social   ü   $$ $50,000 110,000Google hangout   ü   $ $5,000 -

ConsumerCollateral     ü $ $5,000 -CRM     ü $ $15,000 -Social     ü $ $30,000 -

TOTAL       $1,000,000 131,786,000

$2MMTACTIC $ Investment Reach

Physician

Website Refresh   ü ü $$ $50,000 SEO ü ü   $ $25,000 Paid Search ü ü   $$ $200,000 2,510,000Display ü     $$$ $400,000 260,800,000Online Video ü ü   $$ $175,000 -CRM   ü   $ $50,000 2,000PR ü ü   $ $100,000 -Partnerships ü     $$ $300,000 -Events & Trade Shows ü ü ü $$$ $440,000 40,000Physician-Only Social   ü   $$ $150,000 220,000Google hangout   ü   $ $10,000 -

ConsumerCollateral     ü $ $10,000 CRM     ü $ $30,000 Social     ü $ $60,000

TOTAL       $2,000,000 263,572,000

Measurement

Measuring success

What we’re measuring Reach Traffic volume Email list size Engagement Inquiries Sales/scans

How we’ll do it

Awareness Education Interaction

Target: Physician KPI Tool KPI Tool KPI Tool

Website Refresh Engagement GA, WMT Logins, signups GA

SEO Nonbrand searches GA, WMT Brand searches GA, WMT

Paid Search Nonbrand traffic GA, AW Brand traffic GA, AW

Display Impressions CV, GA

OLV Views GA Views GA

CRM Email GA, CC,

PR Links, referrer GA Links, referrer GA

Partnerships Links, referrer GA

Events & Trade Shows Dr’s reached 3D Email , inquiries 3D, CC Demos, signups 3D

Physician-only social networks Engagement GA Inquiries 3D

Google hangout Engagement GA

Target: Consumer KPI Tool KPI Tool KPI Tool

Collateral Microsite traffic GA

CRM Follow-up scans 3D

Twitter Engagement TW

GA – Google Analytics, WMT – WebMasterTools, AW – Adwords , CV – Conversant, CC - Constant Contact. 3D – 3Derm Database, TW – Twitter Analytics

*Conversion rates are rough estimates, and assume last click attribution. Most purchasers likely were exposed through several channels before converting

Conversion Channel Reach Conversion Rate 3Derm Users

Paid Search 1,255,000 0.020% 251

Display 130,400,000 0.00002% 26

CRM 1,000 10% 100

Events & Tradeshows 20,000 1.25% 250

627Total Physicians Using 3Derm

Conversion Channel Reach Conversion Rate 3Derm Users

Collateral 54,843 25% 13,711

CRM 54,843 25% 13,711

27,421Total Consumers Using 3Derm

Doctors Using 3DermAppointments/Year

Per ACO Doctor% Visits for Skin Condition

or Annual PhysicalPatient Referral

RateTotal Patients

Reached

627 3,450 50.7% 5% 54,843

Let’s Get Started