Introducing…

eDTC

From a minimally targeted, high cost, low ROI, increasingly minimal impact DTC ad model

to…

An ultra-targeted, low cost, high ROI, immediate impact, education model

…based on patients’ personal Tx tradeoffs

The old way:

The New Way: Patient Empowerment

Patient searches for info on prostate cancer – looking for brief informative videos*

Patient views digital agency-powered disease state content (explanation and Tx options)

Patients are profiled attitudinally & asked to make risk-reward tradeoffs between the characteristics of competing Tx options

Answers are a guide to Tx option(s) most closely suiting each patient’s priorities

Answers guide patients to links to relevant therapy/brand-centric videos

Patient Profiling - Treatment Tradeoffs & Categorization Example

In summary, what’s in it for the patients, publishers, and advertisers?

Publishers

>Get free interactive disease state content

>Get increased traffic and time on site

Patient

>Relevant, personalized content they can actually learn from

Sponsors and Advertisers

>ULTRA targeted ads

>Incredible data and insight into patient

What’s in it for the “agency”?

$s for Ad Revenue

During intro video tradeoff exercise

If patient eDetail have multiple sponsors

$$s from company-sponsored Pt eDetails

Disease state and Brand-specific interactions/videos

$$$s from data

Data/analytics as a service