INSIGHTEC, founded in 1999, develops and distributes the Exablate platform which provides non-invasive treatments for a variety of oncology and gynecology indications. The Exablate platform uses revolutionary MRgFUS technology which combines high intensity focused ultrasound guided by Magnetic Resonance Imaging (MRI).

1. Education as a
Powerful
Marketing
Strategy
Xen Mendelsohn Aderka
VP of Marketing
December 8th, 2016

2. INSIGHTEC’S technology enables SURGICAL PROCEDURES to be performed NON-
INVASIVELY by ablating (destroying) tissue without a scalpel or creating any incisions.
WHAT INSIGHTEC DOES…
NEUROSURGERY ONCOLOGY
WOMEN'S
HEALTH
CLINICAL INDICATIONS IN INSIGHTEC’S TREATMENT PORTFOLIO
FDA labeling: The Exablate Neuro is intended for use in the unilateral thalamotomy treatment of idiopathic essential tremor
patients with medication-refractory tremor. Patients must be at least age 22.

3. ESSENTIAL TREMOR PATIENT
~4-5% of the population ages 40–60 have ET. The incidence rate for people
aged 60 & older is estimated at 6-9%
• Source: http://www.essentialtremor.org/about-et/
• Video courtesy of Rambam Medical Center

4. B2C: ESSENTIAL TREMOR PATIENTS
AVAILABLE TREATMENT OPTIONS INCLUDE:
1st line of treatment: Medication (Only 40-50% of patients respond to
medication which can have serious side effects)
Next Step: Alternatives are NOT attractive to patients: Surgery | Deep
brain stimulation | Radiation
Many patients opt to live with symptoms:
Creating an UNMET NEED → A NON-INVASIVE TREATMENT OPTION
Patients suffering from impaired QoL

5. THE PATIENT JOURNEY
Future options?
Effect on daily life?
Will it hurt?
Cost?
Are others doing it?
What does MD say?
Major brain surgery w/
electrodes in my brain
& pacemaker w/ follow
up
Shaving my head and
3 hrs in an MRI
Just keep coping
KEY QUESTION:
Is my tremor bad enough to
consider….? Durability of procedure?

6. PATIENTS USING ONLINE SOURCE OF INFORMATION
42%
49%
53%
60%
58%
62%
68%
52%
Seniors (70+ years)
Boomers (51-69 years)
Gen X (34-50 years)
Millennials (18-33 years)
Currently using prescription medication(s
Have major chronic condition
Had accute illness or injury lasting 3+ days
Total
Sources: Deloitte Center for Health Solutions Survey of US Health Care Consumers, 2015; PwC Healthcare Survey, 2014
The most trusted sources of healthcare web content comes from
1. 60% Doctors
2. 56% Nurses
3. 55% Hospitals

7. B2B2C (2B): 2-WAY STREET
PHYSICIANS PATIENTS
TOP 2 BOTTOM:
• Provide tools to educate
patients
• Recruit physicians for
advocating our treatment
online
BOTTOM UP:
• Educating patients – recruitment
• Create awareness so patients
request treatment from their
physician
• Patient demand can influence
traditional medicine
A STRONG ONLINE PRESENCE IS NECESSARY TO ENGAGE WITH B2B & B2C

8. As a medical technology provider, what is our
role in generating patient demand?

9. CAMPAIGN APPROACH
Deliver a life-affirming, emotional moment that makes a patient
believe it’s worth a call / click / next step
CAMPAIGN APPROACH

10. HOW DO WE DO THAT?
1. Personal experiences →
emotional connection
2. Focus → QoL post-treatment
3. Promote education to
encourage exploration →
Knowledge improves
confidence and self-
empowerment
4. Provide clear direction to take
the next steps with a medical
center

11. LAUNCHING EDUCATION CAMPAIGN IN THE US
FDA labeling: The Exablate Neuro is intended for use in the unilateral thalamotomy treatment of idiopathic essential tremor
patients with medication-refractory tremor. Patients must be at least age 22.

12. PATIENT WEBSITE AS AN INFORMATION SOURCE
The first
tab in the
menu is
educating
about the
condition,
while the
second is
treatment
promotion.
FDA labeling: The Exablate Neuro is intended for use in the unilateral thalamotomy treatment of idiopathic essential tremor
patients with medication-refractory tremor. Patients must be at least age 22.

13. GETTING PARTNERS STARTED - PATIENT BROCHURE & CLINIC AD
FDA labeling: The Exablate Neuro is intended for use in the unilateral thalamotomy treatment of idiopathic essential tremor
patients with medication-refractory tremor. Patients must be at least age 22.

14. …REMEMBER HAYA?

15. OUR PARTNERS

16. THANK YOU!