The old way:

1. Introducing…eDTCFrom a minimally targeted, high cost, low ROI, increasingly minimal impact DTC ad model to…An ultra-targeted, low cost, high ROI, immediate impact, education model…based on patients’ personal Tx tradeoffs

2. The old way:

3. The New Way: Patient Empowerment Patient Profiling - Treatment Tradeoffs & Categorization Example Patient searches for info on prostate cancer – looking for brief informative videos* Patient views digital agency-powered disease state content (explanation and Tx options) Patients are profiled attitudinally & asked to make risk-reward tradeoffs between the characteristics of competing Tx options Answers are a guide to Tx option(s) most closely suiting each patient’s priorities Answers guide patients to links to relevant therapy/brand-centric videos

4. In summary, what’s in it for the patients, publishers, and advertisers? Publishers • Get free interactive disease state content • Get increased traffic and time on site Patient • Relevant, personalized content they can actually learn from Sponsors and Advertisers • ULTRA targeted ads • Incredible data and insight into patient

5. What’s in it for the “agency”? $$$s from data • Data/analytics as a service $$s from company-sponsored Pt eDetails • Disease state and Brand-specific interactions/videos $s for Ad Revenue • During intro video tradeoff exercise • If patient eDetail have multiple sponsors