Collaborative venture proposal with Genetech

1. Proposal to Genentech
Synopsis
Introduce PatientMiner® as a unique direct-to-patient educational tool to raise awareness of the importance of regular eye exams in preventing and/or minimizing the damage caused by
age related eye disease. Improve early diagnosis/treatment of macular degeneration, diabetic retinopathy and glaucoma through personalized targeted patient communications.
Opportunity
The healthcare DTC landscape is rapidly changing. Mass media marketing images are everywhere (TV, magazines, web, etc.) It’s getting more difficult to influence consumers/patients
while there’s a need to more accurately target consumers/patients. Doctors (e.g., optometrists/ophthalmologists) remain the most credible source of information on eye health. They also
own a unique source of high quality, “fresh” consumer/patient data in their computers that is significantly underutilized in educating patients and in building clinic profitability… until now.
Definition – What is PatientMiner?
PatientMiner is a patent pending combination of turn-key services and proprietary data mining software that allows for targeting of patients using eye care practitioner’s (ECP) computer
data to produce personalized direct mail. The program allows a sponsor to touch targeted patients based on criteria such as age and last exam date while supporting participating ECPs
with a value added educational service. Participating ECPs remain HIPAA compliant as the communications originate from their own practices to their own patients. TOS Systems
manages all aspects of the data mining and mailing fulfillment for the ECP. To date, PatientMiner has been used by over 4,000 vision care practices through sponsorship by such
companies as Johnson & Johnson, Bausch & Lomb, and Novartis.
Application with Genentech
Apply PatientMiner as the focal point of a campaign to stimulate patients aged 40+ that are overdue for an eye exam to schedule an appointment with their ECP. Stimulation will be
achieved through targeted direct mail based on data mining of participating ECP’s databases. The first class mail piece will be a professionally written letter that discusses the importance
of regular eye exams and the benefits of early detection of aged related eye disease – especially to those at high risk (e.g, obese, diabetic). An additional “call to action” will be included in
the letter in the form of an offer for a free diabetes risk assessment kit from BIOSAFE Laboratories upon the patient appearing for their eye exam. An optional pre-printed brochure can be
included in the double windowed envelope in which the letter is mailed.
Program Flow Letter Authorization Form
1) Genentech representatives offer the program to ECPs and provide pre-purchased diabetes test kits for the
ECP to give to patients who respond to the PatientMiner letters. Ideal account targets are those that have both
an optometrist and an ophthalmologist on staff. Sell-in can be performed using the following approach:
quot;We'd like to sponsor a targeted HIPAA-compliant patient communication program called PatientMiner that will
stimulate patients to come into your office for a comprehensive eye exam. Personalized letters on your
letterhead will be sent out to patients 45+ that are due for an eye exam (sample letter is shown). As you can
see, the letter discusses the symptomless beginnings of AMD and other age related eye disease and the
importance of regular eye exams for early diagnosis. A free diabetes risk assessment kit is offered within the
letter as an additional call to action.quot;
2) Once the ECP agrees to participate, an Authorization Form is faxed or emailed to TOS Systems.
3) Upon reception of an Authorization Form, TOS Systems manages the rest of the process – from contacting
the practice to perform the data mining, to fulfilling the personalized mailing on behalf of the practice.
Benefits to Genentech
Raise awareness of age related eye disease while partnering with ECPs who support Genentech’s products. Increase diagnosis of AMD and ultimately prescriptions of Lucentis through
a unique educational initiative that is both HIPAA compliant and adheres to PhRMA guidelines. Touch patients using a unique source of data that has previously been inaccessible.
Sample Timeline – Pilot Test
A pilot test for about 50 ECP accounts is proposed. The test can be 2008
Stage
broken down into two stages. During the Program Setup stage, TOS July August September October
Systems and Genentech work to author and get final copy approval of the
PatientMiner letter, identify the accounts / regions that will participate,
finalize the mailing date and orient any participating sales representatives.
Program Setup
7/7 8/1
During the Authorization / Mining / Mailing stage, TOS Systems is notified
by Genentech of which accounts wish to participate. Upon notification, 9/19 10/10
Mining Period
Authorization /
TOS Systems contacts each account and works with them to mine their Mining / Mailing
patient data. At the conclusion of this stage, the mailing is performed for
Auth.
8/4 9/26 Mailing
Deadline
all participating accounts.
Cost
The average cost of traditional direct mail is between $.50 and $.70 a piece (Gartner Corporate poll). PatientMiner’s cost of $0.69 per piece plus postage (approximately $0.31 first
class) provides a far better value as it includes all materials, software licensing (proprietary data mining), and personalized level of service/support to each participating practice.
Typical mailing size is between 500 and 750 pieces per practice which results in a total cost per practice of between $500 and $750.
ROI
Other sponsors have measured average patient response rates of between 3% to 5% (about 10 times that of traditional direct mail). At a cost for PatientMiner of about $750 per practice
for 750 targeted, personalized letters, only one responding patient out of the expected 20 to 35 responders would need to be diagnosed with AMD and prescribed Lucentis for the
program to pay off (considering a cost of $2,000 per Lucentis injection).
TOS Systems Inc. Ph: 518-869-5009 www.tosnet.com June 8, 2008