Capabilities 2003 The Future of Healthcare? “The problem with predictions of the future of healthcare is that the future of healthcare only exists on.

Capabilities 2003Capabilities 2003

The Future of Healthcare?The Future of Healthcare?

“The problem with predictions of the future of healthcare is that the future of healthcare only exists on PowerPoint. We seem to have jumped from one future to another without implementing any of them.”

Ian MorrisonSenior Fellow Institute for the Future

and author ofHealth Care In The New Millennium

OutlineOutline

• Communications environment– Overview– Patients, Physicians, Media– A study in contradictions

• Corinth Group– Philosophy– Experience and capabilities– CGC advantages– Personnel

Communications In The Current Communications In The Current Healthcare EnvironmentHealthcare Environment

• Public interest in healthcare has never been higher– It is the single most prominent and volatile public

issue

• The interaction between patients, physicians and the pharmaceutical industry has never been more complex or contested – The promise of medicine is discussed

simultaneously in terms of hope and derision

Communications In The Current Communications In The Current Healthcare EnvironmentHealthcare Environment

• To be heard in a competitive communications environment public relations support is more important than ever

• Bashing the pharmaceutical industry sells:– “Inside: what the corporate-owned media aren’t telling

you about pharmaceuticals in the third world,”advertising on direct mail envelope from The Nation

Patient PerspectivesPatient Perspectives

• 75 percent of patients don't comply with their doctors’ orders in taking medications

• 80 percent of patients who ask for a particular prescription brand get it

• Patients deluged by information– Direct mail accounts for more than half of all mail– A woman was diagnosed with diabetes and, three

days later, received marketing materials for a diabetics service in the mail -- true story

Physician PerspectivesPhysician Perspectives

• In nine out of 10 decisions made between doctor and patient in routine office visits, the doctor did not discuss the issue thoroughly enough for the patient to make an informed choice

• One in four primary care doctors worry that they are treating complicated conditions better left to specialists

• Fewer than one in six US physicians surveyed feel they are providing better care than five years ago

Media PerspectivesMedia Perspectives

• The leading health reporter at USA Today receives roughly 25,000 press releases each year

• “The vast majority of information I receive directly and indirectly from the pharmaceutical industry is of no use,” reporter NY Times

• “The words solution, leading and revolutionary are misused to the point that they are no longer reasonable terms,” editor Venture Wire

A Study in ContradictionsA Study in Contradictions

• HIPAA– HCFA estimates that HIPAA will save the healthcare

industry $1.5 billion in the first five years– Healthcare executives estimate they will spend three times

as much preparing for HIPAA implementation as they did for Y2K

• eHealth– More than 60 percent of patients in a recent survey said

they planned to use the Internet as a medical resource in the future

– Only four percent were advised by a physician to research the Internet for healthcare information

A Study in ContradictionsA Study in Contradictions

• Direct-to-consumer advertising– Total pharmaceutical promotional spending between 1994

and 1998 rose 630 percent, more than half of that increase went to television ads

– Of the nine commercials for prescription drugs the average consumer watches every day, 80 percent receive a ‘dislike’ rather than a ‘like’ response. The percent who believe that DTC provides reliable information has dropped from 69 percent in 1989 to 45 percent this year

• Costs are shifting for payers– Hospital utilization has dropped 4.2% to 230 days per 1000

members Prescription drug costs jumped 27.8% to $24.61 per member per month

The New EconomyThe New Economy

• Diverse audiences access information from the the same sources:– Doctors– Patients– Financial/Investors– Social/Political/Activists

• Every message must work across several platforms:– Print– Television– Radio– Internet

Information ParadoxInformation Paradox

• A message that resonates across audiences and outlets has a wider scope but a significantly limited focus, however,– All news is local, if not geographically then certainly

intellectually. How do you create broad messages with immediate appeal?

– In an incredibly busy information environment, broad messages have less impact

– Conflicting audiences need different messages and respond differently

• What are the strategies that allow companies to make each communication challenge an opportunity?

Public RelationsPublic Relations

• What PR is:– The ongoing effort to create and maintain an image for

your company that reflects your competitive strengths

• Why is it important?– 75% of dot com executives surveyed by the Global

Financial Communications Network felt that public relations was more important than advertising for the success of a dot com.

• What does it take?– Hard work and commitment to strategic positioning

How do you define strategic?How do you define strategic?

“I never skated toward the puck, I tried to skate where the puck was going to be.”

Wayne Gretzky

“You got to be careful if you don't know where you're going, because you might not get there.”

Yogi Berra

We Define Strategic ByWe Define Strategic By

• Diligent research– In the gap between how messages are delivered and how they are

perceived lies the single greatest opportunity in public relations. If you don’t know what your competition and constituencies have said and how their message was perceived among your key audiences, you can never be strategic

• Consistent messaging– Define who you are. You need to create and maintain an identity, don’t

expect anyone else to get it right, not even your name:• “eHealth INSIDER E-MAIL UPDATE, October 23, 2000, ADVENTIS

ACQUIRES MYDOC ONLINE. Drug giant Adventis Pharmaceuticals (Parsippany, NJ)”

• Flexible tactics– The beliefs that define you should never change, but the ideas you

employ to communicate them should never be static

Experience/CapabilitiesExperience/Capabilities

• Product Support– We have worked on the approval, launch and promotion

of major drugs in several disease areas including:• Cardiology• AIDS• Pain management• Diabetes• GI• Depression• Women’s health• Oncology• Respiratory disease• Envenomation

Experience/CapabilitiesExperience/Capabilities

• Image Development– We have helped interests from e-health start-ups to the

Massachusetts Medical Society, publishers of The New England Journal of Medicine, with identity campaigns

• Experienced writers– Speeches

– Byline articles

– White papers

– Editorial letters

Experience/CapabilitiesExperience/Capabilities

• Issues Management– Wall Street Journal Health Care Summit for the last two

years• Primary consultants on agenda design• Selected and invited participants• Created roundtable questions

• Medical education/scientific writing– As experienced scientists and professionals, we have

background to quickly and accurately create the materials you need

– We have spearheaded projects for dermatology, birth control, diabetes, GI disorders and glaucoma.

Experience/CapabilitiesExperience/Capabilities

• New media– All aspects of Internet outreach from design to campaign

development.

– Recent healthcare web sites

• www.hippocrates.com

• www.medplanet.com

• www.remedypms.com

• www.nejmadsales.com

• Small company specialists– We understand the unique needs of emerging companies

• Reasonable rates with flexible billing and cash/equity splits

• Experience and contacts in the venture capital sector

Healthcare ClientsHealthcare Clients

• Healthcare Clients– New England Journal of Medicine (www.nejm.org)– Hippocrates (www.hippocrates.com)– Altana Pharma (www.altanapharma-us.com)– LifetecNet (www.lifetecnet.com)– Rxaminer (www.rxaminer.com)– TargetRx (www.targetrx.com)– Healthcare Outlook/LifeScience Portfolio– Wall Street Journal Healthcare Summit– CareGain (www.caregain.com)– Savage Laboratories (www.savagelabs.com)

Conventional PR ModelConventional PR Model

SAE, AE, AAE

AS/SAS

VP

SVPGroup Head

Talks to you

Talks to media

Time spent working on account

Conventional PR ModelConventional PR Model

• Problems– Disconnect between strategy and implementation

– Media relations are left in the hands of the least experienced staff

– Inefficient model, results in extensive and unproductive internal communications

– Designed to service big clients, the model is not modified to meet the unique needs of small and medium sized clients

– Best at pushing stories that are meant to be covered or creating news too far from product

Corinth Group ApproachCorinth Group Approach

• Our approach– Communications strategy and media relations are handled

by founder and account manager/director

– Medical expertise and background is at the core of the offering

– Small experienced team, efficient and relevant use of budgets

– We were founded to help small and medium sized companies

– We create news for clients that is close to the product

Combine business, health and medicineCombine business, health and medicine

Founder“What does this mean for the company as a brand, as investment or potential partner?”

Medical Director“Will this address the needs of healthcare professionals and consumers?”

Account Manager/Director“How will this build sales for the product?”

Strategic Communications

Program

Competitive AdvantagesCompetitive Advantages

• Contact to senior personnel– You get the people we promise and the people you pay for

• Cost– True and honored estimates of fees and out-of-pocket costs– No overrun of estimates without notification, consent and

prior approval– Smarter use of technology and limited bureaucracy allows

us to work at half the price of other agencies

• Commitment– Core group is the Corinth Group. We aren’t going

anywhere, no agency turnover

Corinth Group BiosCorinth Group Bios

Russell LaMontagne, President & FounderRussell oversees all aspects of Corinth Group Communications business. He has several years of healthcare and technology communications experience in agency and academic settings. Previouslyhe was a research scientist and freelance writer. Russell earned a BS, Magna Cum Laude, from the University of Massachusetts and an MS in geology and geophysics from Yale University.

Janene Ferrara, Vice PresidentJanene oversees new business and development of existing brands for Corinth Group. Prior to joiningCorinth Group, Janene was at Cohn & Wolfe where she worked on both healthcare and consumer accounts. Janene has a BA from the State University of New York at Geneseo and an MFA in writing from Long Island University, Southampton College.

Danielle Briscoe, Account ManagerDanielle oversees the development of the annual Lifescience Portfolio conference private equity platform. Before joining Corinth Group, she managed healthcare events and editorial services at Technologic Partners. She has a BA in Middle Eastern studies from New York University and is an MPH candidate at Hunter College, focusing on community health education and infectious disease. In addition to her role at Corinth Group, she also works with the director of community development at Project Achieve, an agency involved in community education and clinical research for preventive HIV vaccines and other, non-vaccineinterventions.

Corinth Group BiosCorinth Group Bios

Sifor Ng, Medical DirectorSifor is a consultant with extensive medical writing/editing experience. He has organized thought-leader advisory boards for GI products, written slide atlases on GI topics, edited textbooks in GI and oncology, developed journal seeding programs, and prepared multimedia exhibits. Recently he summarized a 5-day HIV/AIDS conference for the National Institutes of Health. Sifor has a BA from Columbia College.Mary Carney, Senior Healthcare ConsultantMary brings a diverse clinical background to her role as senior healthcare consultant. Recent appointments include clinical instructor in mental health at Northeastern University. Mary earned a BSN and MS in psychiatric nursing from Boston College and a NP from Albany Medical College. Matthew Shakespeare, Development ConsultantMatthew has has extensive experience in corporate relations, planned giving and campaign management. He was director of major gifts at Harvard Medical School for four years, prior to which he was director of corporate and foundation relations at the University of Texas. Matthew is a graduate of the University of Massachusetts at Amherst and Harvard University.Michael LaMontagne, PhD., Senior ScientistMichael has two decades of practical research in biological sciences. His background includes research and education and he has served as a biology instructor at Boston University and Lake Forest College. His recent appointments include postdoctoral fellowships at Michigan State University and the University of California Santa Barbara. Michael earned a BS in microbiology from the University of Massachusetts at Amherst and a Ph.D. in Biology from Boston University.

Contact InformationContact Information

Corinth Group Communications

425 West 13th Street, Suite 602

New York, NY 10014

Phone 212.255.5340

Fax 212.219.5376

www.corinthgroup.com