Mktg. 395 Internet Marketing Final Project Michael Abbo, Nancy Daniels, Anthony Medrano

“In the future your doctor will be the middle man, mediating between genomic information and clinical

information”

- Herbert Chase, Yale Medical School

Mktg. 395 Internet Marketing Final Project Michael Abbo, Nancy Daniels, Anthony Medrano

The Problem

Consumers flooded with genetic tools!

What do these results mean?

How can they use these results?

Mktg. 395 Internet Marketing Final Project Michael Abbo, Nancy Daniels, Anthony Medrano

Secondary Problems

- Doctors not up to speed on gene testing

- Doctors pain of medical transcription

- Pharmaceutical Co’s access to

“appropriate” customers

Mktg. 395 Internet Marketing Final Project Michael Abbo, Nancy Daniels, Anthony Medrano

Key Benefits vs. Current Technologies

-MD’s have little motivation for preventative screening/gene testing

-Transcription costs decreased

-Patients need MD’s to decide which tests to pay for out of pocket

Mktg. 395 Internet Marketing Final Project Michael Abbo, Nancy Daniels, Anthony Medrano

Customer Need

- Dr.’s need to lower cost and utilize technology to improve efficiencies

- Pharma needs access to buyers

- Health-care service and info providers need to better personalize care

Mktg. 395 Internet Marketing Final Project Michael Abbo, Nancy Daniels, Anthony Medrano

Internet based Solution

• Provides Doctors with transcription/education

• Provides Genomics industry with segmented customers

• Maintains the trusted patient-Doctor relationship

Mktg. 395 Internet Marketing Final Project Michael Abbo, Nancy Daniels, Anthony Medrano

61% of American adults who went online last year sought Health Information: an almost 50%

increase since 1998

Market

Mktg. 395 Internet Marketing Final Project Michael Abbo, Nancy Daniels, Anthony Medrano

- Explosive genomic product market

-Consumer trust of Dr. with this data

- Dr.’s demand for gene education

-Genomic product success depends on

consumer segmentation data

Market Drivers

Mktg. 395 Internet Marketing Final Project Michael Abbo, Nancy Daniels, Anthony Medrano

Target User

Frequent users of online medical information

- Proactive about their health

- Web-savvy

- Wealthy

- Strong Dr.-patient relationship

Mktg. 395 Internet Marketing Final Project Michael Abbo, Nancy Daniels, Anthony Medrano

The Solution

GenHealth will develop a simple segmentation tool for consumers and physicians

Mktg. 395 Internet Marketing Final Project Michael Abbo, Nancy Daniels, Anthony Medrano

The Invention & Technology

Web based survey with back end risk analysis.

Automated Database matching of results with genomic products.

Survey generated electronic medical record.

Mktg. 395 Internet Marketing Final Project Michael Abbo, Nancy Daniels, Anthony Medrano

Potential Strategic Partnerships

- Physician Groups

- Health Web Portals

- Pharmaceutical companies

- Health care service providers

Mktg. 395 Internet Marketing Final Project Michael Abbo, Nancy Daniels, Anthony Medrano

Competitive Environment

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GenHealth Direct to

Consumer consumer

Mktg. 395 Internet Marketing Final Project Michael Abbo, Nancy Daniels, Anthony Medrano

Sales & Marketing Strategy

Direct Strategic Sales to:

- Physician Groups

- Leading Pharma Companies

- Leading Health Web Portals

Mktg. 395 Internet Marketing Final Project Michael Abbo, Nancy Daniels, Anthony Medrano

Revenue Model

Medical Transcription Services

License of Diagnostic Software

Sponsorship

Mktg. 395 Internet Marketing Final Project Michael Abbo, Nancy Daniels, Anthony Medrano

Revenue Projections