Mktg. 395 Internet Marketing Final Project Michael Abbo, Nancy Daniels, Anthony Medrano “In the future your doctor will be the middle man, mediating between genomic information and clinical information” - Herbert Chase, Yale Medical School

Mktg. 395 Internet Marketing Final Project Michael Abbo, Nancy Daniels, Anthony Medrano The Problem Consumers flooded with genetic tools! What do these results mean? How can they use these results?

Mktg. 395 Internet Marketing Final Project Michael Abbo, Nancy Daniels, Anthony Medrano Secondary Problems - Doctors not up to speed on gene testing - Doctors pain of medical transcription - Pharmaceutical Co’s access to “appropriate” customers

Mktg. 395 Internet Marketing Final Project Michael Abbo, Nancy Daniels, Anthony Medrano Key Benefits vs. Current Technologies -MD’s have little motivation for preventative screening/gene testing -Transcription costs decreased -Patients need MD’s to decide which tests to pay for out of pocket

Mktg. 395 Internet Marketing Final Project Michael Abbo, Nancy Daniels, Anthony Medrano Customer Need - Dr.’s need to lower cost and utilize technology to improve efficiencies - Pharma needs access to buyers - Health-care service and info providers need to better personalize care

Mktg. 395 Internet Marketing Final Project Michael Abbo, Nancy Daniels, Anthony Medrano Internet based Solution Provides Doctors with transcription/education Provides Genomics industry with segmented customers Maintains the trusted patient-Doctor relationship

Mktg. 395 Internet Marketing Final Project Michael Abbo, Nancy Daniels, Anthony Medrano 61% of American adults who went online last year sought Health Information: an almost 50% increase since 1998 Market

Mktg. 395 Internet Marketing Final Project Michael Abbo, Nancy Daniels, Anthony Medrano - Explosive genomic product market -Consumer trust of Dr. with this data - Dr.’s demand for gene education -Genomic product success depends on consumer segmentation data Market Drivers

Mktg. 395 Internet Marketing Final Project Michael Abbo, Nancy Daniels, Anthony Medrano Target User Frequent users of online medical information - Proactive about their health - Web-savvy - Wealthy - Strong Dr.-patient relationship

Mktg. 395 Internet Marketing Final Project Michael Abbo, Nancy Daniels, Anthony Medrano The Solution GenHealth will develop a simple segmentation tool for consumers and physicians

Mktg. 395 Internet Marketing Final Project Michael Abbo, Nancy Daniels, Anthony Medrano The Invention & Technology Web based survey with back end risk analysis. Automated Database matching of results with genomic products. Survey generated electronic medical record.

Mktg. 395 Internet Marketing Final Project Michael Abbo, Nancy Daniels, Anthony Medrano Potential Strategic Partnerships - Physician Groups - Health Web Portals - Pharmaceutical companies - Health care service providers

Mktg. 395 Internet Marketing Final Project Michael Abbo, Nancy Daniels, Anthony Medrano Competitive Environment Competitive Technology Cost-Efficient Maintains current workflow Auto-mated Web Based Reliable Secure Personalized Human Counseling GenHealth  Direct to Consumer consumer 

Mktg. 395 Internet Marketing Final Project Michael Abbo, Nancy Daniels, Anthony Medrano Sales & Marketing Strategy Direct Strategic Sales to: - Physician Groups - Leading Pharma Companies - Leading Health Web Portals

Mktg. 395 Internet Marketing Final Project Michael Abbo, Nancy Daniels, Anthony Medrano Revenue Model Medical Transcription Services License of Diagnostic Software Sponsorship

Mktg. 395 Internet Marketing Final Project Michael Abbo, Nancy Daniels, Anthony Medrano Revenue Projections