Education as a Powerful Marketing Strategy Xen Mendelsohn Aderka

VP of Marketing December 8th, 2016

INSIGHTEC’S technology enables SURGICAL PROCEDURES to be performed NON-INVASIVELY by ablating (destroying) tissue without a scalpel or creating any incisions.

WHAT INSIGHTEC DOES…

NEUROSURGERY ONCOLOGY WOMEN'S

HEALTH

CLINICAL INDICATIONS IN INSIGHTEC’S TREATMENT PORTFOLIO

FDA labeling: The Exablate Neuro is intended for use in the unilateral thalamotomy treatment of idiopathic essential tremor patients with medication-refractory tremor. Patients must be at least age 22.

ESSENTIAL TREMOR PATIENT

~4-5% of the population ages 40–60 have ET. The incidence rate for people aged 60 & older is estimated at 6-9%

• Source: http://www.essentialtremor.org/about-et/ • Video courtesy of Rambam Medical Center

B2C: ESSENTIAL TREMOR PATIENTS

AVAILABLE TREATMENT OPTIONS INCLUDE:

1st line of treatment: Medication (Only 40-50% of patients respond to medication which can have serious side effects)

Next Step: Alternatives are NOT attractive to patients: Surgery | Deep brain stimulation | Radiation

Many patients opt to live with symptoms: Creating an UNMET NEED → A NON-INVASIVE TREATMENT OPTION

Patients suffering from impaired QoL

THE PATIENT JOURNEY

Future options?

Effect on daily life?

Will it hurt?

Cost?

Are others doing it?

What does MD say?

Major brain surgery w/ electrodes in my brain & pacemaker w/ follow up

Shaving my head and 3 hrs in an MRI

Just keep coping

KEY QUESTION: Is my tremor bad enough to consider….? Durability of procedure?

PATIENTS USING ONLINE SOURCE OF INFORMATION

42% 49%

53% 60%

58% 62%

68%

52%

Seniors (70+ years)

Boomers (51-69 years)

Gen X (34-50 years)

Millennials (18-33 years)

Currently using prescription medication(s

Have major chronic condition

Had accute illness or injury lasting 3+ days

Total

Sources: Deloitte Center for Health Solutions Survey of US Health Care Consumers, 2015; PwC Healthcare Survey, 2014

The most trusted sources of healthcare web content comes from

1. 60% Doctors

2. 56% Nurses

3. 55% Hospitals

B2B2C (2B): 2-WAY STREET

PHYSICIANS PATIENTS

TOP 2 BOTTOM: • Provide tools to educate

patients • Recruit physicians for

advocating our treatment online

BOTTOM UP: • Educating patients – recruitment • Create awareness so patients

request treatment from their physician

• Patient demand can influence traditional medicine

A STRONG ONLINE PRESENCE IS NECESSARY TO ENGAGE WITH B2B & B2C

As a medical technology provider, what is our role in generating patient demand?

CAMPAIGN APPROACH

Deliver a life-affirming, emotional moment that makes a patient believe it’s worth a call / click / next step

CAMPAIGN APPROACH

HOW DO WE DO THAT?

1. Personal experiences → emotional connection

2. Focus → QoL post-treatment

3. Promote education to encourage exploration → Knowledge improves confidence and self-empowerment

4. Provide clear direction to take the next steps with a medical center

LAUNCHING EDUCATION CAMPAIGN IN THE US

FDA labeling: The Exablate Neuro is intended for use in the unilateral thalamotomy treatment of idiopathic essential tremor patients with medication-refractory tremor. Patients must be at least age 22.

PATIENT WEBSITE AS AN INFORMATION SOURCE

The first tab in the menu is educating about the condition, while the second is treatment promotion.

FDA labeling: The Exablate Neuro is intended for use in the unilateral thalamotomy treatment of idiopathic essential tremor patients with medication-refractory tremor. Patients must be at least age 22.

GETTING PARTNERS STARTED - PATIENT BROCHURE & CLINIC AD

FDA labeling: The Exablate Neuro is intended for use in the unilateral thalamotomy treatment of idiopathic essential tremor patients with medication-refractory tremor. Patients must be at least age 22.

…REMEMBER HAYA?

OUR PARTNERS

THANK YOU!