PodMD - ANZ Health

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What is PodMD?Medical podcasts created by doctors for doctors - theychoose the topics, they record the pods with no drugcompany involvement or influence. Pods created offerinsight into another doctor’s point of view from theirexperience and knowledge. Moving forward, podcastsharing can develop into open and closed clinicalknowledge sharing.This initiative is between Dr Sean Mackay (Upper GI Surgeon)and RWS (Business Consultancy for Doctors).Dr Mackay is a highly regarded surgeon, and RWS is a wellrespected company which doctors have known and trusted forthe past 12 years.Sean provides the medical acumen and RWS the administrativevehicle. Both parties are highly connected to doctors.Currently Dr Mackay and RWS fully fund PodMD, but we needhelp to take it to the next stage. P2

The ProblemWhy PodMD is neededIt’s a long standing tradition in medicine for doctors to ask colleagues, who are experts in a field,for advice. This is generally brought back to an individual scenario they are currently dealingwith. Traditionally from there the doctor will take things forward for the patient on the basis ofthat additional advice.This collegiate information sharing is rapidly becoming more difficult. This is due to the ever growing expansionof medical knowledge doctors must have, and another challenge is modern work patterns.Doctors are increasingly time poor and in danger of becoming isolated from peers, even whilst working rightalong side them. Traditional clinical meetings are sometimes difficult to get to.Attending conferences is time consuming, expensive and topics are often narrowly focused. Time away fromthe practice means income reduces – difficult in a very competitive environment. Reading medical annals isdifficult and complex.Also, doctors are very uncomfortable to impose on colleagues and definitely don’t like to reveal any gaps intheir knowledge. P3

The SolutionPodMD helps with all these challenges.PodMD provides an opportunity for bite size topics of information as theclinician requires.PodMD offers private or public knowledge sharing – whichever methodthe doctor prefers.PodMD provides a ‘second opinion’ at the click of a button. Our vision is that PodMD can benefit all doctors and clinicians and they see it as their own. It can reach all doctors – the potential audience is enormous. It can help solve the communication and knowledge gaps which currently exist for doctors. It can make the sharing of collegiate knowledge easier. It can help reduce the stress and workload for doctors. P4

You can choose to: Download the podcasts (pods aim to cover all specialties and are approximately 10-12 minutes. Listen in the car, in the clinical setting, on a plane – wherever suits. Updates are punchy and brief and can even be listened to within the clinic setting). As we develop post a question on an open forum or set up a private ‘clinical’ group. Similar to the way Facebook works, but in a private medical forum. PodMd has been set up to have the functionality to mirror the traditional clinical meetings that doctors have. Review and discuss a medical journal or simply download a journal podcast summary – a specialist reviews and provides a synopsis of a current journal for listeners or clinical groups can discuss journal insights together. P5

ReachAnd most importantly….it may improve medical standards for us all. There are 53,000 qualified doctors (Specialists and GPs) across Australia.All can benefit and share in PodMD no matter where they are located.Help us to reach all doctors and excite them to the possibilities that PodMD offers. P6

PodMD is an accredited, quality offering General Practitioner Advisory PanelDr Stephen Dr Paul Dr Tina Dr Dean Dr Wiji Dr Peter Dillane Omifolaji Shortis Horng Arnot Nadesapillai Reservoir Thornbury Kew Toorak Kew BrunswickPodMD is an accredited activity provider for the College of General Practitioners (RACGP).All podcasts earn CPD points for listeners. P7

PodMD is an accredited, quality offeringThe Quality: All pods created are verified via a screening process and are AHPRA checked PodMD – is a private entity for Health Professionals only (sign in/medical number required) GP/Specialist/Allied Health Advisory Panel PodMD adheres to the professional standards set by the Royal Australian College of GPsSpecialist Advisory Panel Allied Health Advisory Panel(Developing across all disciplines) (Developing across all disciplines)Developing across all specialties Physiotherapy Dental, Pharmacy, Radiology, Pathology P8

Podcasts are Growing Fast 57% of Americans listen monthly with a 23% increase year on year for the past 3 years.* Australian statistics are approximately 2-3 years behind the US.*Podcasts suit our target market:72% of monthly podcast users are aged 18 – 54.**Regular podcast users are mostly affluent and educatedpeople.****Source: Corey Leyton, Dec 2016, “2017 Podcast Predictions.”*Source: Edison Research, Jan 2017 P9

Competitors‘DriveTime” – A professional product offering 3 podcasts per month.This is a very different offering to PodMD.Strong pharmaceutical involvement influencing the podcasts.No interactive clinical groups or forums.This is not our vision. P10

Why ANZ Health? A known and trusted brand. We see some synergies between PodMD and ANZ Health – appears forward thinking. The brands align well. Prior connections. Current connections. P11

Benefits for ANZ HealthANZ Health talks about the power to connect - We can create powerful connections andalignment between your brand and trusted Medical Organisations (The College of Surgeons, TheCollege of GPs, The College of Physicians, The AMA and GP Practice Healthcare Networks). PodMD aims to make ANZ Health the natural choice for the medical profession. PodMD provides you with a unique opportunity to directly assist all doctors – showing you have genuine concern about their welfare, and are prepared to ‘give back.’ We have come together to achieve this for doctors. They won’t see you as only seeking your own gain – as it would appear advertising for yourself independently. We can provide direct links to your business, so that doctors can easily find out more. We provide methods of advertising not available to you without PodMD - We are part of the trusted fraternity and can give you a segway into private relationships and client databases. P12

We can offer you exclusivity in your sector, blocking your competitorsfrom this opportunity. Doctors are a “gated” community.ANZ Health is looking for an audience of specialists, GPs, pharmacists,dentists and allied health – We can put you in front of all these groups ona regular and ongoing basis. You can be seen by every doctor and clinicianas the advertising will appear repeatedly across all medical avenues!This will provide massive exposure for your brand and aligns your brandclosely with the industry. This repetition is so powerful. When doctorsthink about finance they will link feelings of trust and certainty to the ANZ.PodMD will enable the ANZ brand to be seen whenever doctors gather inan educational session.When you sponsor a conference you have a minimal audience for a shorttimeframe. PodMD gives the vehicle to reach all doctors every week. P13

The Reach and Marketing PlanPodMD will reach your goals in the following way: Area Target Audience Reach Frequency FormatProfessional Bodies print onlineRACS (Surgeons) NA flyerCollege of Surgeons publication (Surgical News) Monthly, 11 editions, 1/2 page ad 8,200 11 flyer/booklet 8,200 11College of Surgeons publication (intranet) Monthly, 11 editions, 1/2 page ad all members of RACS annual online 140 specialists 3/annum onlineCPD points application WIP Specialists TBC online onlineYounger Fellows Conferences Specialists NAOther conferences may also be contacted via satchel insert Specialists and GPs printRACGP (General Practitioners) GPs and Allied 4-6k pr network 4 printPrimary Healthcare Network advertisements GPs 4-6k pr network 4 onlinePrimary Healthcare Network - e newsletter - GPs Allied unknown 4 onlinePrimary Healthcare Network - e newsletter - allied health GPs all members of per podUpload - RACGP intranet per pod created GPs all members of annualAccredited points provider - CPDAMA Magazine - Vic Doc Specialists and GPs 12,000 monthlyRACP - physicians Specialists TBCCollege of Physicians publication Specialists TBCCollege of Physicians intranet Specialists TBC

The Reach and Marketing Plan Area Target Audience Reach Frequency FormatOther College opportunities TBCRANZCO Ophthalmologists TBCAOA Orthopods TBCRANZCOG Obstetricians TBCCollege of anaesthetists Anaesthetists TBCPodMD Infrasturcture Opportunities all all members and enquiries 1 in 4Podcast advertisingMailout - individual cards for specialists GPs 250 per mailout per clientMailout - to local GPsPodMD website - rolling banner/logo GPs around individuals advertising 250 per mailout TBCRWS newsletterRWS LinkedIn all all members and enquiries gp/specialist/allied 1000 6 weekly gp/specialist/allied 1100 per podOther opportunities TBC TBCANZ own networks - logo displayed/relationship to PodMD all P15

Professional BodiesRoyal Australasian College of Surgeons• Advertising “Surgical News”• CPD points provider (underway)• Intranet• Exposure at Younger Fellow Conferences across AustraliaRoyal Australian College of GPs• Practice Healthcare Networks across Australia (print & online media)• Accredited points provider (CPD)• All GPs can view pods completed on the RACS website.AMA• VIC Doc advertising opportunitiesRoyal Australasian College of Physicans, RANZCOG• Opportunities as above P16

PodMD InfrastructureOpportunitiesSponsorship at the start of selected podcasts “This podcast is proudly brought to you by ANZ Health”Mail Advertising to GP’s and Specialists about PodMD Individual doctors advertising a podcast to local referrers P17

PodMD InfrastructureOpportunitiesPodMD Networks Individual client cards to referrers Mailout to local GPs likened to podcast creatorsRWS Website Prime exposure for platinum sponsors Rolling banner or fixed advertisementRWS Newsletter 1,000+ doctors every 6 weeksRWS LinkedIn 1,100+ doctors every time a pod is createdHospital colleague & past client databases These groups will be alerted to PodMD and regularly updated P18

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Other opportunities ANZ Health Advertising Promotion of your involvement in PodMD via your own networks Online PodMD forums as we progress P21

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The Business Model & BudgetSet up plus year 1 Year 1 Year 2 Allowance / Cost Area Cost per edition Set Up $5,300.00 MOU/Domain name/Business Registration/legal agreements $4,600.00 Graphics and stationery $24,000.00 Website $26,000.00 Staff for set up and management $6,200 RACGP accreditationTotal $66,100.00Ongoing 800 $8,200.00 $8,200.00RACS (Surgeons) 8,200 $8,200.00 $8,200.00College of Surgeons publication (Surgical News) 140 specialists $420.00 $420.00College of Surgeons publication (intranet) allowance $4,400.00 $4,400.00Younger Fellows Conferences - printingOther conferences may also be contacted via satchel insertRACGP (General Practitioners) 1/2 page $35,000.00 $35,000.00Primary Healthcare Network advertisements 1/2 page $25,000.00 $25,000.00Primary Healthcare Network - e newsletter - gps reapplication $3,500.00 $3,500.00Accredited points provider - CPD 1/2 page $9,000.00 $9,000.00AMA Magazine - Vic DocDesign $15,000.00 $15,000.00Design allowance

The Business Model & Budget Year 1 Year 2 Allowance / Cost Area Cost per editionIT $35,000.00 $35,000.00Website development/point provider allowance $12,000.00 $12,000.00SEO campaign allowance $8,200.00 $8,200.00Adwords allPrint allowance $4,200.00 $4,200.00DL cards $25,000.00 $25,000.00Mailout - to local GPs inc print and postage $120/pod $12,000.00 $16,000Pod Engineeringsplicing/sound/engineering $1,200.00 $1,200.00Office 15.00% $75,000.00 $75,000.00Office cost pro rata for 2 staff plus amenities $90,000.00 $90,000.00Staff/management $371,320.00 $375,320.00administration FT $55,698.00 $56,298.00medical fellow PT $493,118.00 $431,618.00sub totalmanagement fee @ 15% of budgettotal

Foundation Sponsorship Opportunity We seek 5 platinum sponsorsCar Device Pathology Leisure Banks We offer to ANZ Health Platinum Sponsorship 2 year commitment – exclusive for your sector First rights to a further sponsorship Advertising exposure as outlined P25