This document discusses Welltok's client planning for 2013. It provides an overview of current client states, including 2012 revenue and registrant numbers. It then outlines goals for deeper product penetration with clients in 2013, including projected revenue, registrants, and email metrics. It establishes engagement and ROI metrics to track client success. Finally, it proposes strategic recommendations around advanced reporting, exchange strategies, legislative incentives, and partnerships. The overall summary is that this document presents Welltok's 2013 strategy and goals to expand client relationships and platform usage.

1. Current State & 2013 Goals
ROI Metric Tracking
Individual Client Tactics
Appendix: Strategic Recommendations

2. 2013 CSG Client Planning:
Current Client State
Client Product(s) 2012 Revenue Registrants
UnitedHealthcare Sponsored
$275,000 0
(CA) Subscription
Sponsored
CDPHP $125,000 3,489
Subscription
Sponsored
FCHP $10,000 65
Subscription
Sponsored
SCM $25,000 83
Subscription
Confidential © Welltok 2009-2012

3. 2013 CSG Client Planning: Product,
Revenue & Registrants
Deeper Product
Revenue Registrants Emails
Client Penetration
2012 2013
2012 2013 2012 2013 2012 2013
Product(s) Product(s)
• 3 States Sponsored
Subscription
Sponsored
UHG • Get Well, Stay Well $275,000 $3,000,000 0 35,000 0 236,000
Subscription
• 10,000 Pedometers
• 1 DM Program
• Sponsored Subscription
Sponsored • Obesity Sponsored
CDPHP
Subscription • 500 Pedometers
$140,000 $300,000 3,489 15,000 3,489 15,000
• Get Well, Stay Well
• Sponsored Subscription
Sponsored
FCHP • Get Well, Stay Well $10,000 65 0
Subscription
• 5,000 Pedometers
• Sponsored Subscription
Sponsored
SCM • Get Well, Stay Well $25,000 $75,000 83 2,500 83 2,500
Subscription
• 5,000 Pedometers
$450,000 $3,375,000 3,637 52,500 378,572 253,500
Confidential © Welltok 2009-2012

4. 2013 CSG Client Planning: Product,
Revenue & Registrants
2013 Client Goals
Deeper Product Penetration
Client 2013 Next
Revenue Registrant Emails
Product(s) Steps
• 3 States Sponsored • Q1 Execute on CA launch as soon as
Subscription possible (1/1)
UHG CA • Get Well, Stay Well • Q1 Gather supporting data for Scott’s $1,500,000 35,000 425,000
• 10,000 Pedometers UHG CO proposals
• 1 DM Program • Q2 Hit 10k and 25k Contract Milestones
• Q1 Obtain signature on Obesity SOW
• Sponsored Subscription
• Layer Get Well, Stay Well into renewal
• Obesity Sponsored
CDPHP
• 5,000 Pedometers
for some contract growth $300,000 15,000 35,000
• Pedometer beta as proof point against
• Get Well, Stay Well
MMF
• Sponsored Subscription • Q1 Implement Wellness Tracker for FCHP
FCHP • Get Well, Stay Well Employees
• 5,000 Pedometers • Q2 500 pedometers to FCHP Employees
• Q1 Define ROI via enhanced reporting
• Sponsored Subscription metrics & client discovery
SCM • Get Well, Stay Well • Build out non-member # eligibility $75,000 2,500 2,500
• 5,000 Pedometers system for cross-employer group
sponsored programs
$3,375,000 52,500 253,500
Confidential © Welltok 2009-2012

5. Current State & 2013 Goals
ROI Metric Tracking
Individual Client Tactics
Appendix: Strategic Recommendations

6. 2013 CSG Client Planning: Key
Engagement & Soft ROI Metrics
CaféWell Exposure Score*
Sponsored Sponsored Wellness Sponosred Clinical Total Exposure
Client Subscription (1.0) Program (1.3) Program (1.05) Score
CDPHP 1.00 1.30 1.05 3.35
UHG 1.00 1.30 1.05 3.35
FCHP 1.00 1.30 0.00 2.30
SCM 1.00 1.30 0.00 2.30
CaféWell Activity Metrics**
% of Users with Multiple Average Clicks % with Self-Reported Annual Traffic (Clicks)
CaféWell Activity Metrics Logins Per Month Per Visit Increase in Activity to Payer Portal
BASELINE 10% 6 10% 3,500
CDPHP 34% 20.1 34% 11,725
UHG 34% 20.1 34% 11,725
FCHP 23% 13.8 23% 8,050
SCM 23% 13.8 23% 8,050
*Exposure Score: Engagement metrics fluctuate based on membership’s access to CaféWell products.
**Activity Metrics: An exposure score multiplied by some baseline metric gives us a proxy goal
Confidential © Welltok 2009-2012

7. 2013 CSG Client Planning: Key
Engagement & Soft ROI Metrics
CaféWell Exposure Score*
Sponsored Sponsored Wellness Sponosred Clinical Total Exposure
Client Subscription (1.0) Program (1.3) Program (1.05) Score
CDPHP 1.00 1.30 1.05 3.35
UHG 1.00 1.30 1.05 3.35
FCHP 1.00 1.30 0.00 2.30
SCM 1.00 1.30 0.00 2.30
CaféWell Activity Metrics**
% of Users w/
CaféWell Multiple Logins Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Activity Metrics Per Month (Goal)
BASELINE 10%
CDPHP 34%
UHG 34%
FCHP 23%
SCM 23%
*Exposure Score: Engagement metrics fluctuate based on membership’s access to CaféWell products.
**Activity Metrics: An exposure score multiplied by some baseline metric gives us a proxy goal
Confidential © Welltok 2009-2012

8. 2013 CSG Client Planning: Key
Engagement & Soft ROI Metrics
CaféWell Exposure Score*
Sponsored Sponsored Wellness Sponosred Clinical Total Exposure
Client Subscription (1.0) Program (1.3) Program (1.05) Score
CDPHP 1.00 1.30 1.05 3.35
UHG 1.00 1.30 1.05 3.35
FCHP 1.00 1.30 0.00 2.30
SCM 1.00 1.30 0.00 2.30
CaféWell Activity Metrics**
Average Clicks
CaféWell Per Visit Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Activity Metrics (Goal)
BASELINE 6
CDPHP 20.1
UHG 20.1
FCHP 13.8
SCM 13.8
*Exposure Score: Engagement metrics fluctuate based on membership’s access to CaféWell products.
**Activity Metrics: An exposure score multiplied by some baseline metric gives us a proxy goal
Confidential © Welltok 2009-2012

9. 2013 CSG Client Planning: Key
Engagement & Soft ROI Metrics
CaféWell Exposure Score*
Sponsored Sponsored Wellness Sponosred Clinical Total Exposure
Client Subscription (1.0) Program (1.3) Program (1.05) Score
CDPHP 1.00 1.30 1.05 3.35
UHG 1.00 1.30 1.05 3.35
FCHP 1.00 1.30 0.00 2.30
SCM 1.00 1.30 0.00 2.30
CaféWell Activity Metrics**
% with Self-Rep
CaféWell Inc in Activity Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Activity Metrics (Goal)
BASELINE 10%
CDPHP 34%
UHG 34%
FCHP 23%
SCM 23%
*Exposure Score: Engagement metrics fluctuate based on membership’s access to CaféWell products.
**Activity Metrics: An exposure score multiplied by some baseline metric gives us a proxy goal
Confidential © Welltok 2009-2012

10. 2013 CSG Client Planning: Key
Engagement & Soft ROI Metrics
CaféWell Exposure Score*
Sponsored Sponsored Wellness Sponosred Clinical Total Exposure
Client Subscription (1.0) Program (1.3) Program (1.05) Score
CDPHP 1.00 1.30 1.05 3.35
UHG 1.00 1.30 1.05 3.35
FCHP 1.00 1.30 0.00 2.30
SCM 1.00 1.30 0.00 2.30
CaféWell Activity Metrics**
Annual Clicks to
CaféWell Payer Portal Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Activity Metrics (Goal)
BASELINE 3,500
CDPHP 11,725
UHG 11,725
FCHP 8,050
SCM 8,050
*Exposure Score: Engagement metrics fluctuate based on membership’s access to CaféWell products.
**Activity Metrics: An exposure score multiplied by some baseline metric gives us a proxy goal
Confidential © Welltok 2009-2012

11. Current State & 2013 Goals
ROI Metric Tracking
Individual Client Tactics
Appendix: Strategic Recommendations

12. 2013 CSG Client Planning:
UnitedHealthCare
2013 Client Goals
Deeper Product Penetration
Client Revenue Registrant Emails
2013 Product(s) Next Steps
• 3 States Sponsored • Q1 Execute on CA launch as soon as
Subscription possible (1/1)
UHG CA • Get Well, Stay Well • Q1 Gather supporting data for Scott’s $1,500,000 35,000 425,000
• 10,000 Pedometers UHG CO proposals
• 1 DM Program • Q2 Hit 10k and 25k Contract Milestones
Total $3,375,000 53,500 253,500
UHG as a % of Total 75% 64% 96%
Confidential © Welltok 2009-2012

13. 2013 CSG Client Planning: Reaching
Our UHG Contractual Registrant Goals
Conv. Of
Expected
Open Open Unique Unique Cumulative Goal Action
Owner Date Dist. Vol Registrant
Rate Vol Clicks Clicks Registrants Registrants Plan
s
(75%)
EM1 UHG 15-Jan 236,000 21% 49,560 5,947 75% 4,460 4,460 10,000 TBD
EM2 UHG 5-Feb 236,000 18% 42,480 3,823 75% 2,867 7,328 12,000 TBD
EM3 UHG 19-Feb 236,000 17% 40,120 2,407 75% 1,805 9,133 13,000 TBD
Letter UHG 26-Feb 236,000 N/A N/A N/A N/A N/A 9,133 14,000 TBD
DM UHG 5-Mar 500,000 N/A N/A N/A N/A N/A 9,133 14,500 TBD
EM4 CW 19-Mar 236,000 21% 49,560 5,947 75% 4,460 13,594 19,000 TBD
EM5 CW 2-Apr 236,000 18% 42,480 3,823 75% 2,867 16,461 21,000 TBD
EM6 CW 16-Apr 236,000 17% 40,120 2,407 75% 1,805 18,266 22,000 TBD
Assumptions: 100,000 HMO emails and 136,000 PPO emails. Open rate and unique click rate based on CW best practice in
subscription email campaigns
Confidential © Welltok 2009-2012

14. 2013 CSG Client Planning: CDPHP
2013 Client Goals
Deeper Product Penetration
Client Revenue Registrant Emails
2013 Product(s) Next Steps
• Q1 Obtain signature on Obesity SOW
• Sponsored Subscription
• Layer Get Well, Stay Well into renewal
• Obesity Sponsored
CDPHP
• 5,000 Pedometers
for some contract growth $300,000 15,000 35,000
• Pedometer beta as proof point against
• Get Well, Stay Well
MMF
Total $2,000,000 55,000 443,500
UHG as a % of Total 15% 27% 8%
Confidential © Welltok 2009-2012

15. Current State & 2013 Goals
ROI Metric Tracking
Individual Client Tactics
Appendix: Strategic Recommendations

16. 2013 CSG Client Planning: Integrations,
Partnerships & Strategies: General
• Advanced Reporting Capabilities drive opportunity identification & client
satisfaction.
• Sponsored Subscription Report Data aligns with program offerings and eases
product upsell discussions.
• Quarterly Scheduled Onsite Reporting provides consistency and drives renewal
discussions & upsells earlier in CaféWell’s fiscal year.
• Identify Client Exchange Strategies. Whether clients are part of states that will
create their own exchanges, or utilize federal exchange platforms.
• D-to-C Marketing Recommendations on the Plans Behalf. Present to clients on
how D-to-C marketing for Exchange awareness is uniquely suited for CaféWell.
• Align Legislative Incentives with plans to maximize positive exposure. Educate
clients on legislation and the outlined opportunity of premium reimbursement.
Confidential © Welltok 2009-2012

17. 2013 CSG Client Planning: Integrations,
Partnerships & Strategies: CDPHP
• Explore “Marketplace” Opportunities to discover whether further legacy-
Hallmark tasks can be wholly owned by CaféWell.
• Identify MMF Program Strengths and, if pedometer programs come to fruition at
CDPHP, re-create and improve upon those offerings.
• Propose CaféWell Wellness Tracker as a repository for ALL LifePoints Activity.
• Continue Gathering Traffic Inflow Data and leverage lessons learned for other
clients.
• Integrate SSO Capability with both CDPHP Portal and Hallmark Portal
Confidential © Welltok 2009-2012

18. 2013 CSG Client Planning: Integrations,
Partnerships & Strategies: UHG
• Integrate with UHG’s HMO App, per Lya’s recommendation.
• Leverage UHG’s Dr. Oz Relationship for PR and engagement opportunities with
videos.
• Integrate Preventative Health Documents into CaféWell where members can
start taking action immediately. This could also tailor into Get Well, Stay Well.
• Identify and Understand Reward Points and leverage CDPHP data as a proof
point for integration.
Confidential © Welltok 2009-2012