Unlocking the Black Box of Provider Data

© 2017 Semcasting, Inc. All Rights Reserved Big Data DarkWizard: https://imgflip.com/i/w18tb © 2017 Semcasting, Inc. All Rights Reserved

What is Available? Type Count Hospitals Physician-Operated Labs & Clinics NPI* Provider Doctors, etc. Provider Specialties Brand & Generic Drug Classes Brands & Generic Drugs Drug Prescriptions Common Disease State Analysis Chronic Disease Types 6,561 120,524 2.1 million 202 559 3,000+ 1.2 billion 16 © 2017 Semcasting, Inc. All Rights Reserved 3

© 2017 Semcasting, Inc. All Rights Reserved Where Does the Value Lie? What is the one overarching objective? More than an academic exercise Don’t be afraid to change course Be wary of mission creep All data is not created equal Set checkpoints for evaluation *https://www.emarketer.com/Article/eMarketer-Releases-New-US-Programmatic-Ad-Spending-Figures/1016698 Chris Neuner, SVP Pulsepoint: https://www.mmm-online.com/dataanalytics/its-time-for-the-healthcare-industry-to-take-advantage-of-programmatic/article/633070/ © 2017 Semcasting, Inc. All Rights Reserved

How Can it be Enhanced? Theoretically, anything is possible Web log CRM enhancement Third-Party data purchases Email enhancement Loyalty program data or consumer purchases Brand Direct Relationships Don’t solve a problem by throwing money at it The right questions are worth more than simply more data © 2017 Semcasting, Inc. All Rights Reserved 5

Data Alone Will Not Save You

© 2017 Semcasting, Inc. All Rights Reserved Now What? Data Meets the Real World Activating your data entails a new set of challenges Granularity can become the enemy Choosing the Proper Channel What are the requirements? Awareness? Branding? Conversions? How can you maximize reach? Transparency – Trust but verify Attribution must play a fundamental role You cannot improve what you can’t measure *https://www.emarketer.com/Article/eMarketer-Releases-New-US-Programmatic-Ad-Spending-Figures/1016698 Chris Neuner, SVP Pulsepoint: https://www.mmm-online.com/dataanalytics/its-time-for-the-healthcare-industry-to-take-advantage-of-programmatic/article/633070/ © 2017 Semcasting, Inc. All Rights Reserved

© 2017 Semcasting, Inc. All Rights Reserved Time Well Spent? For every hour spent on clinical face time, average physicians spent 2 hours on EHR and desk work* Annals of internal Medicine, http://annals.org/aim/article-abstract/2546704/allocation-physician-time-ambulatory-practice-time-motion-study-4-specialties © 2017 Semcasting, Inc. All Rights Reserved

© 2017 Semcasting, Inc. All Rights Reserved It Gets Worse…. On average HCP’s spend only 6% of their time teaching, receiving training or performing research* Annals of internal Medicine, http://annals.org/aim/article-abstract/2546704/allocation-physician-time-ambulatory-practice-time-motion-study-4-specialties © 2017 Semcasting, Inc. All Rights Reserved

© 2017 Semcasting, Inc. All Rights Reserved Doctors are People Too © 2017 Semcasting, Inc. All Rights Reserved

Time for Offense https://www.cheatsheet.com/sports/reasons-patriots-win-super-bowl-51.html/?a=viewall

Choosing an Activation Channel There is no magic bullet for all objectives Email Direct Mail Social Digital Average pharmaceutical marketing spend per HCP: $11,400* The competition for time is incredibly steep *Pew Charitable Trust, http://www.pewtrusts.org/en/research-and-analysis/fact-sheets/2013/11/11/persuading-the-prescribers-pharmaceutical-industry-marketing-and-its-influence-on-physicians-and-patients © 2017 Semcasting, Inc. All Rights Reserved

© 2017 Semcasting, Inc. All Rights Reserved The Rise of Programmatic Experiment where there is less competition By 2019, 83.6% of US digital display ad dollars will transact programmatically, up from a current 83%* How does the Healthcare Industry Stack Up? 37% Right people, right place, right time, right content Today, 85% of doctors are iPhone users, compared to 32.5% of the general population* *https://www.emarketer.com/Article/eMarketer-Releases-New-US-Programmatic-Ad-Spending-Figures/1016698 Chris Neuner, SVP Pulsepoint: https://www.mmm-online.com/dataanalytics/its-time-for-the-healthcare-industry-to-take-advantage-of-programmatic/article/633070/ © 2017 Semcasting, Inc. All Rights Reserved

Digital Advertising in Every Format Programmatic multi-channel targeting potential allows us to reach every Internet- connected device in a home, at a business, or during an event. There’s no limit on the number of devices or the type of ads that can be delivered. © 2017 Semcasting, Inc. All Rights Reserved

Mechanism for Feedback The promise of reaching your target audience efficiently at scale You can learn as much from those that don’t transact from those that follow through. Enhancing Web Logs Attribution can shed light on those who arrive on a site but take no action © 2017 Semcasting, Inc. All Rights Reserved

Physicians at Home

© 2017 Semcasting, Inc. All Rights Reserved By the Numbers 622,921 Doctors in the US are currently available for targeting at home, with that number continuing to grow All of the same data criteria tied to an NPI are available here © 2017 Semcasting, Inc. All Rights Reserved

© 2017 Semcasting, Inc. All Rights Reserved How It’s Done Device Mapping Device persistency is utilized to verify demographic connection between employees at physician offices and home addresses In full compliance with HIPAA, every effort is made to eliminate consumer data inadvertently collected. © 2017 Semcasting, Inc. All Rights Reserved

Key Takeaways

© 2017 Semcasting, Inc. All Rights Reserved Takeaways You know more than you think you know Take stock of what you have Stay focused on your objective Take stock of what you have: Don’t let perfect be the enemy of the good Experiment until you meet with success If you always win on your first try, I would love to meet you Matt Hedberg MHedberg@Semcasting.com © 2017 Semcasting, Inc. All Rights Reserved

Thank You!