A social media tutorial for client medical group, including details on physician immersion in the broadly cast "digital health channel'. Some key trends in digital health, including both primary and secondary market research are recapped to suggest certain forward implications for a 'cloud based web presence'. Is social media a fad, I don't think empirical evidence would suggest such a conclusion.

1. Social Media, Interactive Digital Health Technology and ‘Engaged Patients’: Fad or Shift? Gregg Masters, MPH Principal Preferred Health Ventures August 18th, 2010 8/26/2010 CONFIDENTIAL: Preferred Health Ventures, LLC

2. About Gregg Masters aka ‘@2healthguru’ UC Berkeley (AB), and UCLA School of Public Health (MPH) Founding Director, Preferred Health Network (PHN) Regional Director, Managed Care, American Medical International (AMI) CEO of LifeCare Network of Orange County (Plexus Alliance) Senior Associate Hospital Director, UCI Medical Center, and Principal Organizer, UCI Clinical Practice Group VP, Provider Contracting, Heritage Southwest Medical Group VP, Payor and Provider Contracting, Texas Health Management Services (THR) Partner, Synergy Diagnostics, a mobile neurodiagnostics company Owner, Preferred Health Ventures, a marketing and communications holding company for interactive digital health properties; ‘Highly Influential’ thought leader in digital health, and social media space (per TwitterGrader, Twinfluence, Topsy & Klout) 8/26/2010 CONFIDENTIAL: Preferred Health Ventures, LLC

3. Agenda 8/26/2010 CONFIDENTIAL: Preferred Health Ventures, LLC

4. May you live in ‘interesting times…’ Some strategic considerations for POHA partners to ponder: Community oncology is changing, but how (vehicles)? Where is it going, and at what rate (timeline, window)? As a relatively young integrated specialty medical group can POHA adapt, if not lead or even model purposeful transformation? Can POHA embrace a particular set of values to ‘bridge’ the enterprise towards a preferred vision of community oncology’s future? Does POHA’s ‘culture’ support strategic risk taking? Why even bother with these questions? Isn’t this just about opening a Twitter account and ‘tweeting’? 8/26/2010 CONFIDENTIAL: Preferred Health Ventures, LLC

5. The evolution of ‘the web’ Web 1.0 (1991 - 2003) - one way ‘push’ broadcasting; static content; ‘nice website’ Web 2.0 (2004 - present) - interactive engagement; network as platform; populate the cloud via relevant digital content; appropriately tagged by keyword, or ‘metadata’ ‘Web 3.0’ (the future) - the semantic web (still poorly defined); though ‘smarter bots’, artificial intelligence filters; virtual or augmented reality 8/26/2010 CONFIDENTIAL: Preferred Health Ventures, LLC

6. So what’s all the ‘buzz’ about? Key metrics… 8/26/2010 CONFIDENTIAL: Preferred Health Ventures, LLC A digital tsunami with exponential momentum? Over 50% of world population is < 30 years of age 96% of millennials have joined a social network Years to reach 50 million users: Radio 38 Television 13 Internet 4 iPod 3 FaceBook added over 200 million users < 1 year iPod applications downloads hit 1 billion in 9 months

7. Key metrics – cont’d? 8/26/2010 CONFIDENTIAL: Preferred Health Ventures, LLC There are over 200,000,000 blogs 25% of search results for the world's top 20 largest brands are links to ‘user-generated’ content 34% of bloggers post opinions about products and brands Do you like what they are saying? Are you listening? Google: People care more how about their social graph ranks products and services than how Google ranks them... 78% of consumers trust peer recommendations only 14% trust advertisements

8. Eight of the top 20 most visited sites in the U.S. are social media sites 1. Google 2. Facebook 3. Yahoo 4. YouTube 5. Wikipedia 6. Amazon 7. Craigslist 8. Ebay 9. Twitter 10. WindowsLive 11. Blogger 12. MSN 13. MySpace 14. AOL 15. Go 16. Bing 17. LinkedIn 18. CNN 19. Wordpress 20. ESPN 8/26/2010 CONFIDENTIAL: Preferred Health Ventures, LLC

9. In March, 2010 Facebook passed Google as the most visited website in the U.S. 8/26/2010 CONFIDENTIAL: Preferred Health Ventures, LLC

10. Key message? 8/26/2010 CONFIDENTIAL: Preferred Health Ventures, LLC Social media isn't a fad, it's a fundamental shift in the way we connect and communicate Successful companies in social media will act more like Dale Carnegie and less like ‘Mad Men’... listening first, selling (serving) second The ROI of social media is your business will still exist in 5 years Source: Erik Qualman, Socialnomics

11. Key market trends in digital health: 2010 The emergence of the ‘e-Patient’ Proliferation of online health video Mobile will impact healthcare decisions Communities matter ‘Physician immersion’ in the digital channel Source: 5 Trends in Digital Healthcare 2010 ; Google Think Health 8/26/2010 CONFIDENTIAL: Preferred Health Ventures, LLC

12. The ‘web’ is critical to health Health matters... 61% American adults look online for health information Content impacts dialogue and behavior... 53%say information found online lead them to ask a doctor new questions ‘Empowered’ patients... Today, > 80million US adults use social media for health-related issues 8/26/2010 CONFIDENTIAL: Preferred Health Ventures, LLC

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15. Are you visible on the ‘web’? …by relevant keywords? Organic? Paid or sponsored search? Note: The first entry on search engine results page (SERP) realizes 42% of all page clicks; rapid decline thereafter…. Few continue to page two and beyond 8/26/2010 CONFIDENTIAL: Preferred Health Ventures, LLC

16. Emergence of the ‘e-patient’ def.…’are health consumers who use the Internet to gather information about a medical condition of particular interest to them, and who use electronic communication tools (including Web 2.0 tools) in coping with medical conditions.’ - Wikipedia 8/26/2010 CONFIDENTIAL: Preferred Health Ventures, LLC

17. Proliferation of online health video Video is mainstream… And the fastest growing medium in history! 77%of Americans online watched a video last month The average US viewer spends 500 minutes (8.3 hours)watching video online each month The duration of the average online video is 3.7 minutes 8/26/2010 CONFIDENTIAL: Preferred Health Ventures, LLC

18. Fastest growing video viewers 35 - 49 year olds 23% of YouTube’s Audience is 45+ Source: Nielsen “Three Screen Report,” 2009. Source: comScore Video Metrix, Dec 2009 8/26/2010 CONFIDENTIAL: Preferred Health Ventures, LLC

19. Consumers ‘value’ online health video Nearly 50% of consumers report that online health videos serve as a top resource when searching for medical conditions and prescription drug info 7 in 10 health consumers are interested in watching health-related video online Specifically, educational videos related to specific conditions (54%) and those featuring experts such as doctors (49%) Source: Nielsen “Three Screen Report,” 2009 Source: comScore Video Metrix, Dec 2009 8/26/2010 CONFIDENTIAL: Preferred Health Ventures, LLC

20. Health videos drive action 93%take action after viewing health information in video form 69%conducted further online research as a result of the health video they viewed 60%interactwith their doctors (a both ‘good’ and ‘bad’ thing based on your presence and purpose on the web) Question: Which of the following actions, if any, have you ever taken as a result of watching online health videos? Note: Watch Health Videos n=369. **Individuals were able to respond positively to more than one answer. This number does not reflect response overlap. Source: OTX and Google Custom Video Study, March 2008 8/26/2010 CONFIDENTIAL: Preferred Health Ventures, LLC

21. Communities matter! Focus: know who you want to reach… Males aged 55+… …use the internet an average of 67 times / month …are 43% more likely to track investments / trade stocks, bonds or mutual funds online …are 11% more likely to have visited wsj.com in the last 30 days Tap into existing communities Reach patients within their communities with display. Develop video strategy to connect with community Source: MRI, 2008 Doublebase 8/26/2010 CONFIDENTIAL: Preferred Health Ventures, LLC

22. Physician immersion in ‘digital channel’ The Internet is a physician's 'go to' health resource 86% of physicians have used the Internet to gather health, medical, or prescription drug information The Internet far exceeds the following resources for gathering health, medical, or prescription drug information: Online CME courses 78% Peer Reviews Journals 77% Pharmaceutical sales representatives 77% Colleagues67% Books 56% Health-related organization/association 54% Magazines 35% Video/DVDs 20% Base: Total Physicians n=458 Source: Hall & Partners and Google Custom HCP Study, August 2009 8/26/2010 CONFIDENTIAL: Preferred Health Ventures, LLC

23. Physicians access the internet across locations Places used to access the Internet for medical information 92% in office/clinical setting (21% in patient exam room) 88% at home 59% on a mobile device Questions: In which of the following places do you access the internet to research medical or clinical information? You mentioned that you access the Internet in your office or clinical setting. Specifically, where do you do so? Do you use a mobile device (e.g. cell phone, PDA, Blackberry) to access clinical information? Base: Total Physicians n=411 Source: Hall & Partners and Google Custom HCP Study, August 2009 8/26/2010 CONFIDENTIAL: Preferred Health Ventures, LLC

24. Physicians start with search 29% website 71% search engine Note: ‘Where search starts’ includes what the 1st step was that respondents took when executing the task. ‘Total search engine use overall’ includes the use of search engines overall, across scenarios and searches Base: Total Physicians n=411, Physicians who use a search engine n=294 8/26/2010 CONFIDENTIAL: Preferred Health Ventures, LLC

25. One ‘vision’ for Medicine 8/26/2010 CONFIDENTIAL: Preferred Health Ventures, LLC

26. POHA’s ‘digital footprint’ Twitter @pacificoncology FaceBook ‘fan’ aka ‘like page’ BlogTalkRadio.com/pacificoncology * YouTube.com/pacificoncology * WordPress: pacificoncology.wordpress.com/* Ning: integrativeoncology.ning.com * FriendFeed: friendfeed.com/pacificoncology * Platforms ‘waiting’ for original digital content 8/26/2010 CONFIDENTIAL: Preferred Health Ventures, LLC

27. Discussion Your likes? Dis-likes? Or key ‘take-aways’ from this social media tutorial? 8/26/2010 CONFIDENTIAL: Preferred Health Ventures, LLC