Capabilities 2003

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Capabilities 2003
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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 Morrison
• Senior Fellow Institute for the Future
• and author of
• Health Care In The New Millennium

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Outline

• Communications environment
• Overview
• Patients, Physicians, Media
• A study in contradictions
• Corinth Group
• Philosophy
• Experience and capabilities
• CGC advantages
• Personnel

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Communications In The Current Healthcare
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

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Communications In The Current Healthcare
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 arent
  telling you about pharmaceuticals in the third
  world,advertising on direct mail envelope from
  The Nation

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Patient 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

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Physician 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

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Media 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

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A 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

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A 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

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The 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

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Information 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?

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Public 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

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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

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We 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 dont
  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, dont 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

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Experience/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
• Womens health
• Oncology
• Respiratory disease
• Envenomation

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Experience/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

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Experience/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.

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Experience/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

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Healthcare 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)

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Conventional PR Model

SVP Group Head
Time spent working on account
VP
Talks to you
AS/SAS
Talks to media
SAE, AE, AAE
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Conventional 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

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Corinth 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

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Combine business, health and medicine

Medical Director Will this address the needs of
healthcare professionals and consumers?
Founder What does this mean for the company as a
brand, as investment or potential partner?
Strategic Communications Program
Account Manager/Director How will this build
sales for the product?
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Competitive 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 arent going
  anywhere, no agency turnover

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Corinth Group Bios

• Russell LaMontagne, President Founder
• Russell oversees all aspects of Corinth Group
  Communications business. He has several years of
• healthcare and technology communications
  experience in agency and academic settings.
  Previously
• he 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 President
• Janene oversees new business and development of
  existing brands for Corinth Group. Prior to
  joining
• Corinth 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 Manager
• Danielle 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

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Corinth Group Bios

• Sifor Ng, Medical Director
• Sifor 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 Consultant
• Mary 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 Consultant
• Matthew 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 Scientist
• Michael 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.

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Contact Information

• Corinth Group Communications
• 425 West 13th Street, Suite 602
• New York, NY 10014
• Phone [phone]
• Fax [phone]
• www.corinthgroup.com