Representation of a paid media milestone campaign progress performance update presented to key stakeholders.

1. CAMPAIGN MARKETING
Status Update - January 2017

2. STATUS UPDATE SNAPSHOT
(CHANNELS, ADVERTISING AND EARLY PROCESSES)
• SOCIAL MEDIA
Where We Are Today
 Channels and team member roles have been activated
 Small audiences have been attracted to the channels
 Content marketing and engagements are evolving via the
customary predicted and expected learning cycle
 Best management practices are starting to be identified
 The 2016 experimental ‘jump in the water’ phase is over
enabling a path to greater opportunities in 2017
What The Future Looks Like in 2017
 Channel execution and sophistication will mature
 Internal team member expertise will continue to grow
 Audience growth and community value will be
emphasized (target goal 70% of all 100K Research
participants)
 Content marketing will place value on delivering the
right content to the right people at the right time
 Best practices will be defined and documented
leveraging an objective for optimizing Month over
Month performance growth
• ADVERTISING
Where We Are Today
 A robust media buy is in place
 Positive performance impact has been
documented
 Registry and Study awareness is
increasing within the geo-population
 Registry and Study enrollments are
increasing at multiples over pre-
campaign periods
 Optimization is underway for even
greater performance
What The Future Looks Like in 2017
 Media buy execution and
sophistication will continue to mature
via automated AI systems in place
 Greater emphasis will be placed on
new participant registry and study
enrollments
 Cost per enrollment (ROI) will drive
execution
New Pitt+Me Website visits and visitor behavior continues to be much improved over previous Registry Website activity validating marketing activity influence.

3. Dateline Sessions Users Pageviews Pages / Session
Avg. Session
Duration
Bounce Rate % New Sessions
Pitt+Me Site 55,031 31,481 520,984 9.47 00:07:15 41.97% 56.30%
Registry Site 13,873 8,359 22,463 1.62 00:02:31 69.03% 56.38%
0
200
400
600
800
1,000
1,200
1,400
1,600
7/21
7/24
7/27
7/30
8/2
8/5
8/8
8/11
8/14
8/17
8/20
8/23
8/26
8/29
9/1
9/4
9/7
9/10
9/13
9/16
9/19
9/22
9/25
9/28
10/1
10/4
10/7
10/10
10/13
10/16
10/19
10/22
10/25
10/28
10/31
11/3
11/6
11/9
11/12
11/15
11/18
11/21
11/24
11/27
11/30
12/3
12/6
12/9
12/12
12/15
12/18
12/21
12/24
12/27
12/30
Daily
Sessions
Jul 21 (Launch) thru Dec 31 Website Traffic
Sessions Weighted Average Trendline
Campaign Traffic Influence
Media Flight
56.40%
43.60%
New Visitor Returning Visitor
• Comparable 5-month review period > Pre-Flight: Registry Website (Feb thru Jul) / Media Flight: Pitt+Me Website (Jul thru Dec)
4x 3.7x 23x 5.8x 3x .4x
PITT+ME WEBSITE
Email Flight
55,031 Daily Sessions
Analysis reveals a continuing upward trend for improved site
performance (pageviews, pages / session, duration and bounce) even
over the positive results which were reported on Nov. 28.
Direct,
38.1%
Email,
29.3%
Social,
10.3%
Other,
10.0%
Search,
6.7%
Referral,
5.6%
Holiday Anomaly
Inactivity

4. AD CAMPAIGN DRIVEN ENROLLMENTS
(TRACKED VIA AD TECHNOLOGY/PIXELS – 2016 COMPILED RESULTS)
Total Ad Campaign
Direct Enrollments
2,257
Overall Enrollments Avg.
per Month Impact
Pre-Campaign Campaign
268
834
300%+ Lift
Ad Campaign
Enrollments by Type
Registry Study
546
1,711
Total Enrollments

5. 0
200
400
600
800
1,000
1,200
1,400
1,600
Pre Roll Facebook Contextual Algorithmic
Enrollment Performance by Ad Type Placement
Registry Study Interest Total
AD CAMPAIGN DRIVEN ENROLLMENTS
(TRACKED VIA AD TECHNOLOGY/PIXELS – 2016 COMPILED RESULTS)
546 Registry Enrollments
1,711 Study Interest Enrollments
awareness click thru
Performance Analysis is Being Applied to Continually Enhance Optimal Month over Month Performance

6. VIDEO’S IMPACT & ROLE
(TOP OF FUNNEL AWARENESS IMPACT – 2016 COMPILED RESULTS)
Industry Average
Pre Roll Completion Rate
75.2%
Campaign Average
Pre Roll Completion Rate
87.6%
87.83%
83.13%
89.52% 89.78%
78.00%
80.00%
82.00%
84.00%
86.00%
88.00%
90.00%
92.00%
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
WAVE 1 Sep WAVE 2 Oct WAVE 2 Nov WAVE 2 Dec
Ad Campaign Pre Roll Impressions Served
Impressions Completion Rate
596,491 Total Impressions Served

7. BEST PERFORMING FACEBOOK POSTS
Here are the top Facebook posts based on reach and engagement numbers on each post. An “engagement” is any action
taken on a post such as a click, like, share or comment. The total number of those engagements divided by the reach
number, gives you the percentage of engagement received. The average engagement on a Facebook post is typically 1%.
The content featured were two “quick facts”, one research study, and two University-related news articles.
11.9% ER
7.3% ER
5.5% ER
6.8% ER

8. STRATEGIC RECOMMENDATIONS
(FACEBOOK AND TWITTER CHANNEL FRAMEWORK DIRECTIONS)
• Realign Social Objectives
 Overriding Core Goal: become a daily ‘go to’
source (primary or secondary online destination)
for relevant education and health related
information
 Audience Profiling: the audience is your patients
and registry enrollees – all execution has to start
with this fundamental premise to understand
what value can be delivered to them
 Audience Interests: continually analyze and
segment audience interests and needs, and then
align content strategies leveraging owned and
curated sourced content
 Audience Targeting: publish (post) with active
scheduling and targeting leveraging valued
content developed and aimed at distinct
audience group segment interests
 Performance Measurement: establish
measurable KPIs, set target milestones, measure
and analyze, and continually optimize month over
month performance to grow community and
engagements
 Learn and Adapt: audience interests and needs
will grow and mature – be able to recognize shifts
and evolve with them
Social channels must be used with a primary purpose
to create supporting, supplemental and valued daily
community touches outside of the Pitt+Me website
With more than 100K research participants, audience
segmentation needs to be applied ranking health
study interests as part of a needs and information
assessment exercise
All content needs to be specifically developed,
curated and published according to the needs
analysis to build a vibrant and engaged community
relationship with active followers
Publishing content should be highly targeted mapped
to audience interest groups leveraging existing email
addresses and look-alike audiences
Target milestone performance must steer and
optimize execution to continuously align value for
followers and provide validation for following
Pitt+Me social channels
Execution must be practiced with flexibility to
recognize audience needs and preferences will
continuously shift