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That's where David Wasilewski found himself. After co-founding women's apparel company Spanx and helping grow the brand to more than $150 million in sales, David set his sights on cancer research. Learn how this entrepreneur shifted from Spanx to founding WhatNext, the leading online source of firsthand insights to cancer treatments. David discusses how he built a brand and took his idea to market, as well as how to overcome the challenges of entrepreneurship.
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Got Milk!
What Next?
Enter Sara Blakely
From $0 to $1 billion in 12 years
2000 2012
Reve
nue
The Product
VPL – The dreaded enemy
Had to be different
In the beginning
Don’t let pride or fear get in your way
Cold Calling
Oprah
1 Year – 1 Style - $4 Million
• Focused On–Perfecting product–Driving sales–Promotion–Operations Everything was
easier because we had one style
Place product where people need it
Everyone loves a good story
Hired great talent
Sara – It’s more fun having fun than being sexy than being sexy
Lessons learned
Great products, stories and experiences can move people into action
Biggest wave of my life
Time to hang loose
What Next?(A journey with a lot more bumps)
DxJunction
Think LinkedIn of Healthcare
Forgot to focus
Use Linked In
Don’t’ be afraid to ask for help. Thanks Mom!
Priority 1 – Drive traffic
Search engine optimization
Search engine marketing
Social Media Content
marketing Partners Public relations Advertising
Priority 2 – Sell, sell
Business can’t survive without money
Creating a good sales pitch requires good listening and trial and error
Our customers’ customer is going online looking for information and…
61% of adults look online for
health information
41% have read someone else’s commentary or experience about medical issues online
60% say the information found online affected a decision about how to treat an illness or condition
Source: The Social Life of Health Information – Pew Internet
52% of all online health inquires are
on behalf of someone else
Typical health care marketers’ challenge
Health Systems need to engage online consumers, but…
Capital
Missed opportunity to increase revenue, awareness and satisfaction
ToolsStaff
Source: WhatNext customers
Ch
alle
ng
es
Support your consumers with WhatNext, a brandable online social health network
• Breast cancer• Stage III• 70• Just
diagnosed
Proprietary Matching Algorithms
Peers Firsthand InsightsEducation & Resources
Question & Answer
ww
w.w
hatn
ext.
com
/[cl
ient
nam
e]
ContributionMargin
500,000unique visitors
Assuming nothing
75
Interact w/existing patients
15,000 unique visits
(45,000 impressions and 845 hrs of engagement)
Search
3% live in your market*
.5 % call for help*
8% become patients*
WhatNext marketing
6New
patients
X $25,000Average
Revenue/Patient
= $150,000
* N
um
bers
base
d o
n h
isto
rica
l data
.
WhatNext works with you to ensure large existing patient base and brand is well represented
5 to 1 ROI
Middle market example
“Our patients’ response to WhatNext has been great… a much more strategic buy than traditional billboards and radio spots.”
Keith Jewell, Franciscan St. Francis, SVP Chief Operating Officer
WhatNext is well on its way to being the leading online cancer support community
10 minutes average time
on site
50% of traffic returning
Uniques growing 10% MOM
(500k projected uniques in 2013)
Development Partner
Current clients (15 more in
pipeline)
60% of WhatNexters newly diagnosed, currently going
through treatment or recurrent
Guiding principles
Starts with a great product that solves a pressing problem
It’s all about the story Do one thing and be excellent Stay out of the weeds – Sell, Sell, Sell Listen, listen, listen
Questions?
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