1. What’s your innovation quotient?

2. IQ MARKETING
Demand Creation for Product and Services

3. Marketing is the only function to
connect a business from first idea
to customer use and satisfaction.
Great marketing identifies a
unique idea or innovation and
connects it to customer use and
satisfaction, thereby delivering
real value to an organization.

4. Marketing Principles
• Fundamentals haven’t changed
• 4 Ps are now 7 Ps
• The funnel is now an oval
• We are at a pivotal moment in
advertising and marketing
– The rise of consumerism
– Digital is not a separate discipline

5. Fundamentals have not changed
but execution has!
http://www.youtube.com/watch?

6. 4 Ps of Marketing to 7 Ps

7. Funnel to Oval
http://www.youtube.com/watch?v=EfRrD3we0Hg
McKinsey Consumer Decision Journey

8. A trend to consider
• What if CRM becomes VRM?
• What if consumers did not
need advertising?
• What if buyers notify sellers of
their intention to buy?

9. At the center is a great product
http://www.ted.com/talks/Seth Godin on the tribes we lead
Source: Seth Godin

10. 360 Marketing Plan Tool – under development
• Business Objectives aligned to Marketing Objectives
– Target audience
– Strategy
– Tactics
– KPIs
• Awareness
• Consideration
• Conversion
• Initial Use and Satisfaction
• Loyalty and advocacy

11. Think Different, Again!
• http://www.youtube.com/watch?v=xl
gv4JeXCvs Apple’s Think different
campaign
• http://www.youtube.com/watch?v=5v
NjpgLD0Xw Steve Jobs – Think
Different (:53-2:07, 3:03- 4:34
• http://www.youtube.com/watch?v=a
7jlm6g5Kuw&feature=related The
Future of Health Care – The
consumer is in control

12. iQ Overview
We build innovative products and services to power
memorable brand experiences that ultimately help people
choose healthier, happier lives.
How we work:
BUILD INNOVATIVE DELIVER
UNCOVER THE BEST BETTER
NEW IDEAS PRODUCTS &
SERVICES EXPERIENCES
Leverage a network of Create best-in-class
Deliver them as memorable
inventors and a proven products and services that
brand engagements people
evaluation process are easy to deploy and
want to interact with
adopt

13. Barriers to anticipate
• Corporate antibodies and
those nasty billable
hours
• Intellectual property
• Lack of product
management /
marketing discipline
• Whole product
experience
• Service and support

14. Innovating can be scary!

15. At iQ we ask……
What if …?
That question pushes the boundaries of what we do today to
explore the kind of experiences we ultimately want to create

16. Solving marketing challenges
• www.GSWInnovation.com
Perspectives, Prototypes,
Products
• http://www.youtube.com/watc
h?v=_bPM-
luPVk0&feature=youtu.be
Circuit 2.0
• http://www.youtube.com/watc
h?v=6kXEiEX--
vo&feature=youtu.be Share
and Compare

17. Clients are taking note
In an Ad Age survey, marketers were asked to identify their biggest
marketing challenge. The top challenge (66% of respondents), was
the need for new ways to reach and engage consumers.

18. Closed vs. Open Innovation
Closed Innovation Open Innovation
Good ideas are widely distributed today.
If we discover it, we will find a market for it. There are no monopolies on useful
knowledge.
We need to access external IP to fuel our
If we discover it first, we will own it.
business model
The important technologies we need can We need to profit from our own IP in others’
be anticipated in advance internally. business model
―Failures‖ are regrettable, but are a cost of Building a better business model is better
doing business. than getting to market first
Not all of the smart people work for us
The best people in the industry work for us.
(and that’s ok)

19. Connected Innovation
A networked approach to innovation that relies on harnessing the creativity
and expertise of external contributors to increase innovation reach, accelerate
innovation speed, and improve the quality of innovation outcomes.
• Collaborative Ideation
Collaborative
Ideation
• Collaborative Design
• Collaborative Testing
Collaborative Collaborative
Support Design
• Collaborative Advertising
Customers
• Collaborative Support
Collaborative Collaborative
Advertising Testing

20. A QUICK LOOK BACK
The challenge and response that created our team

21. THE CHALLENGE
Your business changed: INNOVATE
NOW
• With a strong call from the C-suite
• Pressures in the pipeline and the marketplace had created
a new reality
• No longer could innovation just come from the guys in
white lab coats. Innovation had to come from everywhere
MARKETING OPERATIONS IT PARTNERS

22. THE CHALLENGE
So did ours:
The very idea of marketing started to change
That leverages the magic
of new technology
Today, the most Sometimes it
powerful starts with
The efficiency of
marketing doesn’t inventing a new
smarter platforms
always start with kind of
an ad experience
The simplicity of better
ways to connect people

23. THE RESPONSE
In 2009, inVentiv Health and GSW Worldwide made
a commitment to join our clients in a mission to
accelerate health care marketing innovation:
iQ and Amplifier are dedicated to the relentless pursuit of
better ways to:
• Accelerate product adoption
• Improve communications
• Support behavior change
And empowered to quickly invent, evaluate and develop agile
products and services that create great brand experiences

24. THE RESPONSE
What that means for GSW Worldwide:
• We’re still an ad agency
• (One known for hit-you-in-the-gut creativity)
• But today, we do a lot more than make ads
We build innovative products and services to power
memorable brand experiences that ultimately help
people choose healthier, happier lives.

25. GET TO KNOW
IQ I AMPLIFIER
What we create

26. WE BELIEVE:
For clients For inventors
Better experiences can
change everything
For professionals For people

27. OUR PROMISE
TO INVENTORS (our fellow travelers):
Bring us your ideas – big and small. Your challenges –
new and persistent. Together, we’ll use them to create
something big – work we’ll all be proud of. You’ll see
your ideas come to life. You’ll see your impact grow.
You might even change lives for the better.

28. OUR PROMISE
TO BRAND LEADERS (our partners in changing lives):
We know marketing because we are marketers. From the
everyday challenges of brand management to the life-
changing potential of truly break-thru products, we get it and
want to make sure people do, too. That’s why we create
products and services designed to accelerate adoption and
behavior change to ultimately deliver better outcomes
and stronger bottom lines.

29. OUR PROMISE
TO PROFESSIONALS (we have the privilege to serve):
Who wouldn’t want to know about the best treatment
available? Have the most personal support? Get the most
honest answers? We work every day to make sure you have
access to just that. Through trusted healthcare providers and
leading brands, we support people in living the
healthiest, happiest life possible.

30. UNCOVER THE
BEST NEW
IDEAS
OUR REACH
• iQ | Amplifier is part of a global network of
passionate people who take life-changing
treatments all the way from the lab to the
frontlines
• Unique perspective into the challenges in
communication, education and habit change that
happen along the way
• Access to thousands of inventors and problem
solvers inspired to make it better

31. THE PROCESS
BUILD DELIVER
UNCOVER THE BEST BETTER
INNOVATIVE
NEW IDEAS PLATFORMS EXPERIENCES
Leverage a network of Create best-in-class products Deliver them as memorable
inventors and a proven and services that are easy to brand engagements people
evaluation process deploy and adopt want to interact with

32. UNCOVER THE
BEST NEW
IDEAS
OUR STAGE-GATE PROCESS
We leverage a proven stage-gate process to rapidly
evaluate and commercialize ideas – big and small
In a typical six month period,
50 ideas are evaluated
through this nimble process

33. BUILD
INNOVATIVE
PLATFORMS
OUR TEAM
A multi-disciplinary team steps in to rapid
prototype and ultimately build products
and services:
• Strategists
• Product Managers
• Engineers
• Q/A Specialists
• UX Specialists
• Designers
• Marketers

34. BUILD
INNOVATIVE
PLATFORMS
OUR STAKEHOLDER TEAMS
Two stakeholder teams are currently being convened
to further inform product development and iteration
CLIENT COUNSIL REP LAB
Representatives from 10 – 15 A team of 20 reps from inVentiv’s
organization who currently use contract sales forces who actively
iQ I Amplifier products and want to participate in the testing of current
inform the development of current and pipeline products and
and future platforms: services:
• Challenge ideas • Challenge ideas
• Inform pipelines • Test prototypes (hands-on)
• Review business cases • Review and improve current
• Curate field feedback products

35. DELIVER
BETTER
EXPERIENCES
OUR DEPLOYMENT
We work with clients and colleagues to deploy
products and services for brands
Each product and service is designed to turnkey – ready to be
customized and deployed by health and wellness brands around
the world in a matter of weeks, not months.
Discuss options
Understand your Share relevant
Understand any
interests and products and
customization needs
challenges services
Deploy the right solution

36. BUILD
INNOVATIVE
PLATFORMS
OUR TOOLS
Each product is supported with a full suite
of learning and evaluation tools
OVERVIEW TECHNICAL PRICING LEGAL

37. BUILD
INNOVATIVE
PLATFORMS
OUR SUPPORT
Personal support is included at every step of the way
Get started with your product partner:
Tyler Durbin
(614) 543-6962
Tyler.Durbin@gsw-w.com
Quick access support and reporting
Leverage tons of support as you deploy:
SUPPORT@IQ-W.COM monitored daily
from the hours of
8 AM EST – 6 PM EST US
On-demand support site:
http://resources.iq-w.com/mercury
Username: iq.mercury
Password: iqapps

38. WE’RE LOCATED IN THE
CENTER OF A VIBRANT
HEALTHCARE ECONOMY
• Our core team is headquartered in Columbus, Ohio, recently
named the nation's #1 up-and-coming "tech city" by Forbes.
• In close proximity to eight world-class healthcare institutions,
including Ohio State University’s James Cancer Hospital and Ohio
Health; 19 academic centers; and a vibrant technology
incubation corridor
• Campus is home to over 500 people working on helping more
people choose better health
• Extended team in New York, Canada and Europe adds an even
broader perspective to that important work

39. IN AN INNOVATION HUB
With 4 nationally recognized healthcare systems
employing more than 40,000 people and recently being
named the #1 up-and-coming tech city by Forbes, it's
clear that the Columbus is the next great innovation
hub.
Healthcare Systems Tech Hubs
OhioHealth Corp. Batelle Memorial Institute
Mt. Carmel Health System Abbott Nutrition
Ohio State University Medical Center Dublin Entrepreneur Center
Cardinal Health Inc. TechColumbus
Riverside Methodist Hospital Ohio State University
Grant Medical Center Commercialization Center
Nationwide Children’s Hospital Downtown Technology Center
Wexner Medical Center
McConnell Heart Hospital
Quantum Health
Did we mention the 54 colleges and universities that attract
146,000 of the brightest youth from around the world each year?

40. PART OF AN INNOVATION
NETWORK
And we have partners all over the world that collaborate on products –
from design to marketing and sales.

41. IN MARKET
Current product and service offerings

42. iQ.mercury is a simple, effective eDetailing system that turns secure brand
content into powerful, personalized conversations. With a fast-start system
that powers dynamic presentations without costly or time-consuming
enterprise IT integrations, Mercury gives brand managers unprecedented
control of content and context, while providing reps with the flexibility that
each conversation demands.
iQ.mercury Player
+ iQ.mercury Server
www.iqmercury.com

43. COMPLETE SUITE OF eDETAILING
TOOLS
Over The Air Deployment Pre-call Planning
Distribute new or updated Optimize your brand’s
eDetailings via sync button eDetailing approach for
and wireless connection different target groups
Localization Real Time Analytics
Adapt to different languages Receive real-time user data to
and country specifications. track, evaluate and optimize

44. SERVER TOOLS MAKE IT SIMPLE
TO ALIGN & DELIVER CONTENT
Build Your • Create new presentations
Content • Import existing content
Library • Edit or save multiple versions
• Upload your user list
Add Users • Add individual users
& Groups • Assign users to groups
Send • Assign presentations to users
Content to • Deploy them to the sales force
the Field

45. iQ.align is a powerful
solution that delivers
instant insights for real-
time decision making.
With a view of what is
happening in the field
combined with the ability
to make changes instantly,
iQ.align offers a new level
of insight, flexibility and
control.
www.iqalign.com

46. PROVIDES REPS WITH INTUITIVE
NOTE-TAKING SCHEMAS
Captures not just
what a customer
saw, but how they
responded
Captured in a way
that’s as easy as…

47. REAL-TIME ANALYTICS
DELIVERING INSTANT INSIGHTS
• Know with accuracy which tactics
resonate with customers
• Understand definitively which tools
best communicate messaging
• Up-to-the-minute reports allow
informed decision-making for
account planning
• Easily & cost effectively adjust and
deploy tactical re-direction based
on harvested real-time insights

48. iQ.fluent is a web-based platform designed for healthcare providers to
create customized education plans for individual patients. Once the
education and treatment information is assembled with simple drag-and-
drop functionality, it’s easily shared with patients the way they prefer—print,
e-mail, or text messages.
www.iqfluent.com

49. EDUCATORS ASSEMBLE CUSTOM
BOOKLETS
With Fluent, treatment teams provide an enhanced patient education
experience, as treatment plans are convenient to create and custom for each
patient.
Patients benefits by learning about their treatment through:
• Video
• Text
• Images
• Animation

50. ADMINISTRATORS ORGANIZE
CONTENT AND USERS
Customization of the Fluent web-based platform allows administrators to
manage users and deploy content across many treatment teams.
User Management
• Batch upload
• Password reset
• Create/Change/Delete users
• Alert users of new content
Group Management
• Create/Populate/Change groups of users
Content Management
• Ability to add, update, or delete content
• Edit existing content
• Assign content to specific users and/or groups
• Deploy over any internet connection

51. DELIVERY: ANY TIME, ANYWHERE
Because treating a patient’s disease is a 24/7 program…
Patients need access to information on-demand
That’s why Fluent makes it easy
to deliver personalized
information to patients’ mobile
phone, email or print a packet
right in the office.

52. iQ.rival is a turnkey gaming platform that
powers multiple choice quiz games for
exhibits and displays.
Rival pairs interactive experiences with
education mechanics designed to help
players learn and keep the brand top-of-
mind.
www.iqrival.com

53. ATTRACT AND CAPTIVATE YOUR
AUDIENCE
• Interactive, touchscreen interaction
• Expand to mobile and web applications
• Capture player information and game-play performance
…All while making Rival customized to your brand and
exhibit theme.

54. EXTEND THE EXHIBIT THEME
WITH A MOBILE EXPERIENCE
One player game play
Participants compete in a timed quiz to win
points to post their score against a universal
leaderboard.
Leaderboard
On online leaderboard displays player scores
and encourages participants to improve their
scores with additional game play.

55. IN DEVELOPMENT
Products and services scheduled to launch in 2012-2013
See even more perspectives and prototypes at www.gswinnovation.com

56. MERCURY CONTROLLER
Overview:
Mercury Controller is an add-on to
our eDetailing platform that
empowers sales reps to control an
iPad held in the physician's hands.
Mercury Controller provides the
ideal eDetailing experience that
physicians deserve with the crucial
control sales reps require.
Anticipated launch date: Oct 2012
Anticipated Price: $5,000 (current
Mercury clients)

57. NPP SURVEY
Overview:
Through the Non-Physician Prescriber
(―NPP‖) Survey, GSW will provide
needed primary research and insights
for an audience that is growing in size
and power, but is rarely heard. GSW
can perform this primary research
better than market research firms
because of the connection of
research, insights, and
communication, as well as on-staff
NPPs who understand the survey
audience at a personal level.
Anticipated launch date: Sept. 2012

58. AVATAR ALERTS
Overview:
Avatar Alerts works with your mobile
device to accompany you through
your daily routine. Based on your
logged or imported prescription data,
your mobile device will alert you
through a series of notifications, such
as, text, email or phone. If you do not
respond to these notifications, friends,
family or even your social networks
can be alerted to remind you.
Anticipated launch date: Q1 2013

59. LIVING PROFILES
Overview:
Living Profiles is a social knowledge
platform that provides the easiest to
use, most intuitive and most
comprehensive database of
information on customers (HCPs,
Allied HCPs and Patients) available in
the health care industry
Anticipated launch date: Q2 2013

60. FILESHARE
Overview:
This is a low cost platform that
provides a simple user interface,
allows version control of working
documents, and allows for a
repository of historical documents
Anticipated launch date: Nov. 2012

61. MY eDETAIL
Overview:
A consolidation of all rep tools and
services into one, easy to use,
versatile platform. E-detailing, file
storage/retrieval/sharing, CRM,
address books, news from the brand
manager, news on the disease state,
and video conferencing all in one.
Anticipated launch date: Q4 2013

62. CLINCICAL TRIAL APP
Overview:
A mobile application that assists a
specialist in following, inquiring and
acting on clinical trials information
Anticipated launch date: Q2 2013
– 10 total disease states available

63. EASY ANALYSIS
Overview:
From web analytics to social media
monitoring, brand teams have an
overwhelming amount of data to keep
up with in addition to their day-to-day
workload.
Easy Analysis is an idea for a report
that collects digital campaign data
and translates it into an easy to read
report.
Anticipated launch date: Q3 2013

64. TOP OF THE PIPELINE
What’s your feedback on some of our high-potential
ideas

65. IDEAS CONTINUE TO FUNNEL IN
We could use some help evaluating what our next great innovation
will be. Which idea do you think has the most traction?
Healthsphere
A social network that allows HCPs to share information in a safe learning environment
Off-Patent Team
A team of specialists dedicated to transitioning a drug in the end of a patent period
HCP Work-Life Study
A comprehensive attitudinal and behavioral study focused on healthcare professionals.
Patient Insight Tool
A tool that empower pharma brands to leverage longitudinal data from SDI audits.
GSW Seal Team
Brainstorm service that aim to create innovative solutions for specific challenges.

66. JOIN US?
How to get involved with iQ I Amplifier

67. VISIT GSWinnovation.COM
To see all the latest ideas and products:

68. WEIGH IN
We can’t do this without you
Review an idea, Share your own
Join a client council
prototype or idea or challenge
or request an
product and help and help bring the
innovation theater
make it better solution it to life

69. SIGN UP
And, of course, sign up for our awesome monthly newsletters
– filled with all the latest ideas and points of view

70. Phil Scott Tyler Durbin
EVP Innovation & Marketing Manager
Product Marketing Tyler.Durbin@gsw-w.com
Phil.Scott@gsw-w.com 614.543.6962
614.543.6327