1. Home Health DGP
7/1/16

2. Home Health DGP Agenda Highlights Market Insights Strategy overview
Strategy details
Scope of Work (Parts 1 – 5)
What’s competing for our resources?
ABILITY Network Inc | Company Confidential

3. Home Health DGP Highlights
End goal is a Demand Generation Program
Leverage the Home Health Star Measures Report, Star series educational campaign and OPTIMIZE Analytics focused content to automate MQL creation for Home Health personas
Campaign for promotion on multiple channels
Break project into Parts that can be completed and added on until the DGP is fully built
Part 1: Star Series Educational Content
Part 2: Education Hub and Nurture Program
Part 3: Home Health Star Measures Report Available
Part 4: Demand Generation Program
Part 5: Varying Content Offer Types
Leverage MDRs to quickly move leads to MQLs or determine that they need more education/nurturing
ABILITY Network Inc | Company Confidential

4. Home Health DGP Market Insights
The program people would be working on at their HH agency, related to OPTIMIZE Analytics capabilities, is called a “Quality Improvement Initiative”
Our application helps them track and measure how that program is impacting care
The HH Director of Nursing (DON) and Executive are target personas
Urban HH agencies are more interested in their Star rating because of competition in the area
People are asking for educational information about Star measures and we’re in a great position to lead that conversation
ABILITY Network Inc | Company Confidential

5. Home Health DGP Quick Glance at the Strategy
Automated and in-application messaging
Social media posts
PPC
List rentals
SEO’ed education hub web page
Resource Center stream
Marketo s
Other leads
The Report
Educational materials in various on-demand formats
OPTIMIZE Analytics-focused materials in various on-demand formats
Sales
Customers
Connection TBD
Automation
Automation
Education Nurture Program
*if they watch x # of educational videos => MDRs? Sales?
MDRs for Qualification
ABILITY Network Inc | Company Confidential

6. Home Health DGP The Details
Buying Stage
Core Business Pain Points
Root Cause Analysis
Solution Implication
Vendor Selection
Lead’s information request
How can we improve overall? How do we rank compared to others? How can I improve my Star ratings? Why is my Star rating what it is?
What areas of my business, specifically, can I improve to get results and how?
What can help me make the improvements I now know I want to make?
Why should I work with ABILITY?
Delivered via
Multi-channel promotional campaign
AND
Automated to those who interacted with the Report
Automated
Contact from a Sales Rep
Our goal
Share the Home Health Star Measures Report and position ABILITY as a helpful resource
Share best practices from an industry expert and position ABILITY as a helpful resource while learning more about the lead.
Share how technology, specifically OPTIMIZE Analytics, can help with their challenges
Share what it would be like to work with ABILITY
Content
Home Health Star Measures Report
Star Series educational content (live or on-demand webinars or other materials)
OPTIMIZE Analytics service focused content ((live or on-demand webinars or other materials)
ABILITY-focused content
Interaction results in
Lead Status: Engaged
A phone call from an MDR who will determine if they should move to next automated content stage or fast track to Sales as a Hot MQL.
Lead Status: Qualified Engaged
A OPTIMIZE Analytics services focused piece of content
Lead Status: MQL – Warm
A phone call from a Sales Rep while also receiving ABILITY-focused content
Lead Status:
Content interaction =>
MQL – Hot
ABILITY Network Inc | Company Confidential

7. Home Health DGP Scope of Work
Part 1: Star Series Educational Content – September 1
On-demand educational webinars edited
Uberflip work
Content uploaded and put in a stream
Determine and execute on CTA needed (specific one so they don’t get it every time?)
Answer question about watching x # of videos leading to MDR or Sales
Marketo build to support content
Content Offer programs for webinar recordings
Reduce “live” webinars to one/month through #7 (November)
ABILITY Network Inc | Company Confidential

8. Home Health DGP Scope of Work
Part 2: Education Hub and Nurture Program – October 1
Build and launch SEO’ed education hub website featuring:
Links to:
Star measure live webinars
On-demand webinars
Blog posts
OPTIMIZE Analytics information
Government websites
Widget pulling in conversation about this that we’re encouraging on social media
Marketo build of the Nurture Program to support automated sending of content
ABILITY Network Inc | Company Confidential

9. Home Health DGP Scope of Work
Part 3: Home Health Star Measures Report Available – by October 1
Louie to work with Megan to clarify where the report best fits into the bigger picture when launched November 1
Work with Garry to clarify:
Use of the report
MDR involvement
Helpful demographic data to capture in initial form
MDR training
Update landing page for requesting the report
Report available
New name determined
New branding/name put on the report
ABILITY Network Inc | Company Confidential

10. Home Health DGP Scope of Work
Part 4: Demand Generation Program – November 1
Determine VP approval process
“approval workshop” agency-style method recommended by team
Any adjustments or specialization needed to Progressive Profiling model?
Helpful demographic data to capture on gating forms
Post-educational content question / pre-application content question
Do you have a solution in place already? Are you happy with it? Is it meeting your needs?
Answer is good for reps to know, does not impact scoring
Work with Market Manager to clarify
Personas and order of offers
DON value in job function field and batch writing of this value based on job titles
Data/list purchase
Live OPTIMIZE Analytics webinars built
OPTIMIZE Analytics on-demand webinar created and live
Marketo build to support automation
Promotion
Determine channels to be used for promotion
Create materials
Manage promotions
Determine who owns this
----- Meeting Notes (7/14/16 11:05) -----
John's eventual vision is market manger would own budget for promotion to determine what is being spent where - Lori might own the relationship
ABILITY Network Inc | Company Confidential

11. Home Health DGP Scope of Work
Part 5: Varying content offer types – December 1
Additional, non-webinar educational star series offers created and live
Idea: “what you need to know” basic fact sheet
Additional, non-webinar OPTIMIZE Analytics offer created and live
Add educational offer of a live Q&A webinar once a quarter with Teresa?
Add sales enablement materials
ABILITY Network Inc | Company Confidential

12. Home Health DGP What’s competing for our resources?
Other Lead Gen efforts (take priority)
Open Enrollment 2.0 (takes priority because it’s time-sensitive)
EASE UP (NOT a higher priority than this)
PBJ
Home Health Pre-Claim Review
eHDS Content
ABILITY Network Inc | Company Confidential