Presentation by Gil Bashe, Managing Director, Healthcare Practice, Finn Partners: "GEARING COMMUNICATIONS TO RAISE CAPITAL AND ATTRACT CUSTOMERS- FROM PLAN TO PARTNERS TO PATIENTS". Includes tips to avoid failure by embracing complexity, description of the Health Ecosystem Landscape, developing a plan to impact care, cost and outcomes, overview of the US Payer market, and top digital health influencers.

1. 1
The Holmes Report
2018 Healthcare PR Agency of the Year
GEARING COMMUNICATIONS TO RAISE
CAPITAL AND ATTRACT CUSTOMERS
FROM PLAN TO PARTNERS TO PATIENTS

2. “Digital health products need to appeal not just to
individual consumers but to a complicated landscape
of stakeholders–from doctors and patients to
regulators and insurers–all of whom have a say in
whether a new technology is adopted.”
AVOID FAILURE BY EMBRACING COMPLEXITY

3. 3
LEARN THE HEALTH ECOSYSTEM ROADMAP
Understand how relationships among health stakeholders influence connections and provide the planning,
strategy and coordination to enable patients to succeed.
PROVIDERS
PHARMACY PHYSICIANS
INFLUENCERS
PAYERS
PBMsSPECIALT
Y
WHOLESALERS
RESEARCH
POLICY
MAKERS
LEGISLATIVEREGULATORS
PUBLIC
HEALTH
THOUGHT
LEADERSHIP/
PUBLIC
RELATIONS
RESEARCHPARTNERSHIPS
PATIENT
ADVOCACY
PATIENTS MEDIA
CAREGIVERS
PRODUCT
INNOVATORS

4. HAVE A PLAN TO IMPACT CARE, COST AND OUTCOMES
MEASURE,
ADJUST
THINK
INFLUENCE
MARKET
INSIGHTSSET
GOALS
DEVELOP
YOUR STORY
AFFIRM &
REAFFIRM
VALUE

5. Health IT investment was $2.8 billion in 2013
Funding could top $6.9 billion by the end of 2018
193 digital health deals closed first half of
2018 totalling $3.4 billion
● Average deal size was $17.9 million
In 2017, Health IT Investments > $7.1 billion
YOU COMPETE FOR INVESTMENT
Digital health market revenue in US will exceed $152 billion by 2024
Source: Healthcare IT News, US health IT investment skyrockets to $7.1 billion;
Healthcare Informatics, Digital Health Investments on Track to Surpass 2017

6. “More companies are pursuing validation at
an earlier stage and investors have elevated
their expectations, creating a competitive
environment based not on hype, but on
proven outcomes”
Source: Rock Health, 2018 Midyear Funding Review: Digital health déjà
vu in yet another record breaking half

7. 7
ISRAELI DIGITAL HEALTH INVESTMENTS JUMP 30% IN 2016

8. 8
● Investments in the Israeli digital
health sector grew +/- 30% in
2016 to $183 million
● 70% direct toward personal
health tools and health analytics
companies
● 56% of digital health companies
in Israel are at the seed or R&D
stage
Source: ResourceLeaders.com, Digital Health Ecosystem in Israel - Q4 2017
THERE ARE >400 ISRAELI DIGI-HEALTH COMPANIES

9. 9
Please indicate how long you have had your CURRENT
health insurance plan?
HOW MANY OF YOU UNDERSTAND THE U.S. PAYER MARKET?
Please indicate how long you have been able to maintain the
same (or your preferred) primary-care physician?
Half of Americans (51%) have had their current
health insurance plan for fewer than three years –
and 1 in 10 consumer have had their current plan
for less than a year.
Nearly half (45%) have maintained the same PCP
for three or fewer years; 12% have seen their
current doctor for less than a year.

10. 10
John Nosta
NostaLab.com /
Forbes Contributor
Christina Farr
Reporter, CNBC
Source: Sysomos search, Sept. 12, 2017 - Oct. 10, 2018
Evan Kirstel
Social Digital Influencer
Berci Meskó, MD, PhD
The Medical Futurist
Natasha Loder
The Economist
Eugene Borukhovich
Bayer
In the last 6 months, “digital health,” “health
technology” and “medical device” have been
tweeted almost 700,000 times and reached
2.6 billion people.
Today’s top digital health influencers:
WHO ARE YOU FOLLOWING IN THE DIGI-HEALTH WORLD?

11. 11
DO YOU KNOW THE ANSWERS TO THESE QUESTIONS?
Questions you must answer:
1. Why is this development important? What is the market potential?
2. How does it shift clinical practice or care?
3. How do you define "better" than before?
4. Is there a cost-savings story?
5. What is the current cost that you replace or augment?
6. Who controls the budget - provider, payer or government?
7. Who is the customer - physician, payer or patient?
8. Who is the decision maker on use?
9. What is your story - position?
10.What are the reasons to believe - third-party affirmation?

12. 12
MAKE SURE YOUR PLANS SHOW YOUR MARKET DEPTH
Your plan must address:
1. Size of the market - customers (i.e., patients or physicians)
2. Outline the competitive marketplace
3. Note sector decision-makers
4. Explain why the idea adds value
5. Cite payment structure - payer, private, government or company
6. Show this is a care improvement and/or cost reduction
7. Demonstrate you know who sets guidelines
8. Convey a POA - a vision for differentiation
9. Express team thought-leadership and expertise
10.Be honest and do not showboat!

13. CASE STUDY
DISCUSSION