1. Greatest Digital Challenge Deborah Braidic, MABC AVP, Marketing Communications

2. 2 Im Grateful 3. 3 Challenges 4. 4 Digital World 5. 5 Digital World 6. 6 Digital World 7. 7 Digital World 8. 8 Digital World 9. 9 10. 10 11. Could This Mean That 11 Website Modules Find a Doctor Maps and Locations Behavioral marketing A/B testing best practices Responsive design fixes 12. Could This Mean That 12 Mobile Applications Forward-facing Mobile Donation apps Wayfinding apps Internal-facing Marketing dashboards Google search advertising metrics Who is in the house? 13. 13 Mobile Games Disease-Based High-risk asthma At-home G.I. care Chemotherapy Diabetes management And more Could This Mean That 14. 14 1. Incentives for those who create 2. Incentives for those who iterate 3. Those who cant afford to do either, support the work of those who do 4. Everyone benefits from participating Could This Mean That 15. Give Me an Example 15 Behavioral Marketing Module Develop In-House 100 hours x $150 = $15,000 License at 10 percent License for $1,500 Apply branding for $300 Total cost = $1,800 16. Give Me an Example 16 Asthma Game Vendor Development Cost to Develop = $50,000 License at 10 percent License for $5,000 Apply branding for $1,000 Total cost = $6,000 17. Give Me an Example 17 18. 18 19. What This Might Take 19 Legal advice and counsel Intellectual Property Expertise Fair Market Value calculations Technology platform Compare notes Share background information Trials Demos Download securely Interest from all of you 20. 20 21. 21