Healthcare Delivery Innovators Alliance - www.hdia.org. Presentation by Dave Chase: lessons from the growth of the Internet Ad industry.

1. Getting Healthcare Delivery Innovators their fair share of the pie

2. Internet ad market circa 2001 Despite having the eyeballs, Internet had less than 2% of the overall ad market. Little proof that online ads worked for brands High transaction costs to buys ads Industry leaders recognized the issues and set out to solve them

3. Internet ad market today Internet only surpassed by TV Insertion order agreements standardized Ad sizes go from 1000’s to 3 primary ad sizes Comparative effectivenessproven Research/Proof, Standards, PR & Education critical to shift

4. Situation: Healthcare Delivery Traditional models still the default Few aware of new health delivery models Insurance cos/brokers see new models as threat AND opportunity

5. Wind at Innovators backs High dissatisfaction by consumers, employers AND doctors Reimbursement shifts & reimbursement cuts Innovative delivery models are working

6. Only Non-Insurance Solution Authorized in Future Insurance Exchanges Senate Language - H.R. 3590EAS - SEC. 10104 (3). On P. 2068 TREATMENT OF QUALIFIED DIRECT PRIMARY CARE MEDICAL HOME PLANS The Secretary of Health and Human Services shall permit a qualified health plan to provide coverage through a qualified direct primary care medical home plan that meets criteria established by the Secretary, so long as the qualified health plan meets all requirements that are otherwise applicable and the services covered by the medical home plan are coordinated with the entity offering the qualified health plan.

8. Standardize (some) practices/metrics to increase buyer confidence & reduce friction

9. Communicate huge benefits via Education campaign w/ partners (e.g., NFIB, employer groups, Rotary…)

10. Innovation prize/contestSome conversation starters to address what’s holding back growth

11. Proposed Innovation recognition criteria Lowers costs Rapid access to care Improved patient outcomes High tech and high touch Lives of patients made palpably better Individuals engaged/activated Teamwork with other clinicians Increase the value of the healthcare services delivered Simplify rather than complicate the process of getting care Scaled beyond single instance

12. Summary Innovators have a great value proposition that isn’t well understood Innovators are the industry pioneers Innovators can accelerate growth

13. Need More? Reading Health Insurance’s Bunker Buster Do it Yourself Health Reform The Most Important Organization in Silicon Valley No One Has Heard About Healthcare Disruption Series on TechCrunch Part I: Pharma 3.0 Will Drive Shift from Life Science to HealthTech Investing Part : Providers Will Use HealthTech to Differentiate and Produce Better Outcomes Part III: Providers Are Making Newspaper Industry Mistakes Contact: Dave Chase (dchase@avado.com 425.835.3283)