FairCareMD aims to create the first efficient market for healthcare services by addressing two problems: double-digit premium increases and empowered patients who want to be involved in their care decisions. The document outlines FairCareMD's plan to allow patients to search for, select, and contract healthcare services in an online marketplace. It discusses studying other models that failed and succeeded, engaging stakeholders, iterating based on feedback, and starting small before thinking big. The goal is for FairCareMD to establish a new paradigm where care is fair to both patients and providers based on quality and cost.

1. How to do the impossible: The creation of FairCareMD, the first efficient market for healthcare services Alex Fair Founder & CEO of FairCareMD Healthcare Experience DesignApril 11, 2011 www.FairCareMD.com (954) FAIR-CARE @FairCareMD (954)-324-7227

3. Renewable energy

4. Learning to walk again

5. Curing a disease

6. Making healthcare affordable for every American …B. Whatever it is, make sure it is something YOU are passionate about Why is passion important? Because no matter what I tell you, doing the impossible is not easy. It will cost you. And if you don’t care enough, There will come a moment where you will give in to the fear, pessimists, and doubt and you will quit, without the passion from a problem YOU need to solve. Copyright 2011 FairCare, LLC 2

8. Handmade crafts are better than manufactured ones but those who make them are paid less than factory workers – Etsy

9. Garages are filled with junk that other people want and will pay good money for but can’t make it to your yard sale – eBay

11. Be inspiring

12. Be financially rewarding, preferably huge – like 9 zeros hugeCopyright 2011 FairCare, LLC 3

13. Two Problems Environmental Factors Double Digit Premium increases Empowered Patients self-educating Physicians Willing to Negotiate The Rise of the High Deductible Health Plans It’s Not Fair That Doctors Train for 10+ years to be paid very little to care for people It’s Not Fair That People who Pay for care don’t have a good way to shop for it … and yet, no open marketplace exists online for healthcare Copyright 2011 FairCare, LLC 4

14. One Elegant Solution How it Works for Patients A healthcare marketplace where people can: SEARCH CONTRACT SELECT Colon Cancer Screening …for the care they need in 60 seconds or less. Copyright 2011 FairCare, LLC 5

15. The Best Idea in the World So what? Most People Stop Here Execution is what Matters

16. 3. Do Your HomeworkWhy wasn’t this done before? study failure as much as success Copyright 2011 FairCare, LLC 7

17. Who We Studied FairCare’s Unfair Advantages Provider Directories/ Lead Generation Provider Ratings Direct Marketplaces Discount Services 8 Confidential

18. 4. Design the business model Notes: business model is not the same thing as the idea or vision. Example: The original vision of Groupons was changing the world through collective action. Now their business model is group coupon enablement – but it took them a some time to get from the inspired vision to a viable business model. My advice is that after you do your homework, you should have a pretty clear idea of what works and what doesn’t. Not to say it won’t change, but you should at least have a plan that should be viable from the get go. Give yourself a path Copyright 2011 FairCare, LLC 9

19. Plan Your Revenue Streams 10 Copyright 2011 FairCare, LLC

20. 5. Get Out & Engage talk to people it matters to and listen! Notes: There is No substitute for talking to your customers. You can’t outsource it, delegating it is a bad idea. Get out and just go do it. People talk about “stealth mode” and NDAs and protecting the IP… but the fact is, if you have such a great idea, ten other people have it too… While you are protecting, they are doing Overcome your fear. Do what scares you most. Whoever executes best, wins and you will not execute well if you can’t sell it Copyright 2011 FairCare, LLC 11

21. 12 What I Did: 100 Days, 200 miles, 2,288 Office Visits, 479 conversations with Providers, 100 early adopters, 1 viable model My Daily Visit Sheet and record keeping WARNING: Wear good walking shoes! Take lots of notes and plan your research. Sell, listen, think, modify, repeat Copyright 2011 FairCare, LLC 12

22. 6. Make mistakes Initial reaction to our logo and our “Expose your fairest price” model was unfavorable (to say the least.) Only by taking risks and failing / recovering quickly will you arrive with the best design (unless you are perfect) Copyright 2011 FairCare, LLC 13

23. 6. WARNING: Obey the vision: listen and change, but don’t lose your way. Stay inspirational Copyright 2011 FairCare, LLC 14

24. Adapt, but obey the vision Fair and Negotiable Park Avenue / Concierge Non-negotiable SPECIALS (new) Priceless Care / Insured Care (new) Original Plan Copyright 2011 FairCare, LLC 15

25. 7. Insp(h)ire Notes: People do things for love or money, but if you have to choose one, go with love. When you talk about your impossible idea you will find people want to help you if you have inspired them. If you can’t inspire anyone to join, return to step 1. These are the only people you want to hire at first. The only difference between a prophet and a crazy person is how many people follow him. Copyright 2011 FairCare, LLC 16

26. The idea is only as good as the amazing people you inspire 17 Sunnie Southern, Howard Luks, MD, Simon Sikorski, MD, Mike Schwartz, Jim Rellis, Jeremy Senn, David Harlow Esq. (not shown,: Jacek Zagorski, Mike Pence, Matt Cowley, Adam Whittaker, and dozens of healthcare market makers across America)

27. 8. Think BigStart Small Copyright 2011 FairCare, LLC 18

28. Time Line Timeline and Goals A new Paradigm for care that is Fair to Patients and Providers and based on Quality as well as cost 19 Copyright 2011 FairCare, LLC 19

29. 9. Repeat as needed Copyright 2011 FairCare, LLC 20

30. How it Works: Three Steps to Get Great Care 1. SEARCH Patients search for services using our natural language search engine 21 Copyright 2011, FairCare,

31. 2.REVIEW & SELECT Patients Choose an Offering by Reputation, Quality, Services, and, (optional) Price. Price is a key factor to 1 in 3 patients. 22 Copyright 2011, FairCare, LLC

32. The patient reviews the deal and takes it as is or requests a change. Videos and great descriptions help Patients choose 23 Copyright 2011, FairCare,

33. 3. CONTRACT If selected and accepted* the system generates a “DoneDeal” - Emailed and printable _ Put it in the Chart! - Customizable Automated Contracting Copyright 2011 FairCare, LLC * You decide your acceptable price, not us 24

34. So… How’s it going? 25 Thousands of care searches per week Offers in every zip code in America Well developed NYC Network Open Healthcare Networks blooming all over America People saving up to 75% on care Physicians getting paid 25% better on average than typical payment Doctors signing up daily Copyright 2011 FairCare, LLC 25

35. The Effect of an Efficient MarketSample Results: One Procedure Where Innovation has driven down the cost of care but reimbursement rates are artificially high where innovators are rewarded 26 Copyright 2011 FairCare, LLC 26

36. 27 Man was not meant to fly Women can’t vote The cost of healthcare can’t go down The Patient Can’t be an Expert EMRs will never become mainstream Computers can’t think He will never walk again Disease can’t be cured Now what is truly impossible? Impossible just means no one has applied themselves to addressing the issue yet Dream it  Sell it  Build it Copyright 2011 FairCare, LLC 27

37. Thank You! Changing Healthcarewith an OpenHealthcare Network @FairCareMD Contact:(954) FAIR-CARE alex.b.fair@faircaremd.com 28 Copyright 2011 FairCare, LLC