MOBILE MARKETING REPORT

l l W G? vl b bl I. g k b f hg h u h v b k hy b h bh l w v u w h u gg y Db B Ph h.. L f b l h Th f h g

MOBILE MARKETING REPORT P h h lv, l u w gbl z, y bl. O-f hv b. B f hlh ug hv b h wy f h b. A y bl fugly, bly ju bu vy l : h. Ph vlg ll bl, qully kll kg h v. Wh, bll f hu f ff ll f u whg, hg hu bhv. I k h h hu fll h h. I k h g wh h g, k. Ah, whu qu, h ub- hlh bl h wl y. Th y h h l, y Mhl Fgu. Fgu h hy hlh-ly wk, h h uh h gu ub-sh Af. Rh, h CEO f Ayg, y whh ly h bhvl yhlgy f g ly h g f hlh u, h qul u. H wg h wk h f h wh f h bgg gu, g h Mk Sf. H u bu, wll, Ayg k g, h h hlly vw g fl, u f hg ul h u kg l-f g. G bl h lv? Pl. Ph flk wul ju buy lgh-b lu, h vlv xv f lu. I y l, h l h blvbly ju h w g wh l f u, y Dv Ul, f gl u g b g Gh, whh flly bk (hugh Gh Fu) h f HLb R-M bl g f yug, ul h l h h f h l. Th f gg g l hg h hl wh h ul f l f l. Th l u. O wul hk vy h hlh uv wul b yhg h wul hl b h h bl, lly gv h fl y. L y Nl Cuy Ph A h - h -h gw hlh-l by bu $290 bll y; IMS Iu f Hlh If h h vbl uy f -h w $105 bll. Vully vy j uy h US hlh uy h v vg h f h, y J Obf, -fu CEO f Mg Hlh, k f h hl u g k hlh-l gl. Thugh l h g, h h g h bl h. F h f, h h bu Mlll M S F Mbl Avg Rh Tgg -10 l f bl v by uy, kg 10h. Y v y (h qu 2013 v. h qu 2012), h gw g by 744%, h lg gwh f y bu vl. Nw, uh f h l g w lkly v bl ( g vl), bu h ub hg h gh f h ugg y wh vw bl h x kg f. Ev b f h gu f bl-hl, y j h b lg f h bwg. I Gh u f R-M, Mk wkg wh Ayg b j, Sf Ayg hv uvl h jly vl M M g f fl f hl wh Ty-1 b Eu, h El Llly/Bhg Iglh b ll h b uly hl f Cl Cb l/bl g, g b u x-us Ty-2 b h gv. I ly k f UK v, bu bl-f gy u f u, y Ay Bwg, h f h j g ff gl j g Sf UK, wh v h y gl l M M. I u b ug v, bl g f h l wh yu g h lly g v. Kv Ck, kg Llly US b u, g. F flly, I -l. x FEBRUARY 2014 x MM&M 31

THE WELLNESS GAME Cu lf Th g w: h bl hlh gwg xlly, wh ug h ub f vlbl x f 40,000. Th b w: wll, h bl hlh gwg xlly, lvg, gv, hy, vl vy h y ug hugh h lgly h w. A h l y, h k w bggg f k f u fw gz hv h h ll. Cg SlWllh h G Yu kl, whh ff vw Cg f -vl (y); WbMD bu hlh v kl bf h f h f qu. Bu h w b u whh why IMS Hlh w AS v g wb vl, y g. AS hl h wh gv wul-b vl hl uy/vy fwk whh wk. W w h hg k f ulz h f h gh f h gh h gh, y M Tll, IMS Hlh f u lu. I v hllg u wl v quly. Tll ff h f- fgu f 40,000 hlh. T bh l h wul u hugh h lu, IMS wh Tll b bg, bg lg hz h f hu f hlh. Wh h y fu, fkly, w v. Myb w-h [f h 40,000] ully hlh. A ly v h b f f. Th f f AS, whh bu Juy, hul v g f ul, ly bu v g f bu l bu k vly ug bu vy uy. Wh hy h AS l, h hugh EMR, bl v k, hy f b. Th v y l x g, wh PIN h lk h Al A. My hy bg hugh h l l. If yu wh h yu w k v, h l, Tll y. A f bu h lbly f AS g y, Tll h wh hlfu, Hy, w Swzl. W ub. W kg u gh hg h wh h y, h ll. Ally, AS wll, l hy, hl h hlh h fgu u whh wkg why. Aly IMS g h f ulg, hg w h qu f h, y, v, hy h vl. Whh gg wll v xy vul hlh u y gu, bu Tll blv h, h vy l, AS wll v ly h -bg. Phy, I hk, gg lz h bg bl l vy l bg ug. w wh, L k u u, whh g yhg l, h bl v ully wk h bl v, h jk. Th, h wy w k, Wh b f u? F vyhg w v, h hlg gg h. Thy hl h l ffvly h h h. Th ly bl g h vg f vluzg hlh lgg h bl hy ub. Th ll bl g, f whh Ck f bv: g y bl g, uh l h ff bhvl hg g ul lg uh hg, bly vlv k. Tk h Mg Hlh bl whh gv u wh k h, l h u h f gf hbl xl. Th k u u h / ul ul hul, u h f v l f gu ug. Th l wul qu qu h vlu f f, h bf hl h f ly. I hy, y y, Wh w w hv lly, lly l llg u g k ug h lly ffl, Mg Obf. I, h bl u ll h f l f h lk g bl bl v. Th hllg, h, why h lg h u h f g: hy hv h kll u h f. Th l xl why Mk, Sf h hv wh lk Ayg, whh hv h hlgy bhvl- f h qu w. Of u, h f l wh Fgu ll h f l, wh ll y lh uggl wk wh h. Fgu quk h llbg wh Sf Mk h b lu. Thy v hl u vg hugh h u w kw wll v ll h vl h w gg b y. A h, h h x h x wh wkg wh glbl. W v h [] h l u y, W uy vlu w u l wll b h 8.. Th h h hg lk h u vyhg w g. W ll hy bg. Th bg guy f h bl wll, lly wh llg h f bl hlh g lly. Whl h h f u h b, ly qulf blkbu; v fw hu M M wl w ugh bk xhg hgh-fv. 32 MM&M x FEBRUARY 2014 x -l.

UEROSTO COMMODO ODIONUL A hugh h uy whg h Pfz/Akl Iv h h g whh Akl g gh hl ly g f Alzh hlhy ul ( b) ll b whl bf y h y vl g h g hv vlu ll l. I h b f h vy-l--g---why- -w? gu h f wy h v, h, hw bl g hu k h? Bky Rv, h f fl l f Sf Db h UK, ug ll l. Th f gg h f-v vg hg h wh l u, h y. Hvg ful f h hy flly, f bu u b f ll hg bl hu, hfl l. Yu u y, Th wk, I gu. Wh yu kh u h l, Ayg Fgu y. Gff MCly, VP/gu, bl v Dg Hlh, u bl g b vll h g. If yu g bu ug wy f zb, h v [ly ] hlh? Su. Bu h g y h whu f, f v u, h xl. Su by HLb ugg h wh ly R-M w h h h b lf-ffy ( fu yhlgy h u hw wll l blv hy l h w gl), h y gg g ly v h w-l ul u. Y Gh Ul j l f u: Dgl u vy ll h. I fly qu vglzg h gz bulg bu f wh yu w. S l ju g h u f. If yu bg hul y, yu v y wll f yulf llg ug whu h [ wy bu] u, lly. Ju h g l bl g u, hy yg l h guly lgl vl f f v h. Shul h FDA v uhy ul h g guly u, h ul k ly hyvgl l k v lu gv h hub-u j. Rv f Sf UK, f, fl y h bk. Oh l whg u wh v, ju f h guly u, h y, l hly. Th hg, h hg [ h ul] bu g gf. I uh y, lly. Nhl, bg h f vg h guly w, h u, h u. Th whl b uy h w u h h w fw-hkg. A fl hul f wul-b bl hlh g vl bl hlhl u: Hw g-y hul g b? Th qu lly u. Dvl u h ff bw g-g ( h h l lvl g hkg) gf ( h w v wh bg wh). Th h b ulyg h, Fgu y. P bg, f h wh yu ug, hv hg gful. Of u, g k k h h. I h hlh h, h kg f h l. Mkg y u buful f h hg hlh lly h b ll h g, Obf. Fgu g, g h, Sfw ll ff f lul. Wh ug bl hlh g wh h x vl, Fgu f gful u f. Mg Hlh () gv u, wh k, h hy f gf; lf: HLb R-M 2 ul, whh h b wh bhvl blg hg, g yug, whl Ayg M M (. 31) BI/Llly Cl Cb (. 30) fu y 1 y 2 b, vly. -l. x FEBRUARY 2014 x MM&M 33

THE WELLNESS GAME C g v ll l? I Juy, wh Pfz Akl Iv u h xl whh Akl Pj: EVO g (u) ul hl ly g f Alzh, u w zzl. A Ph g h? Tk h, Cy Cuh Sg! If h uy f h h g h h ulgl uly, wul b fw f h wh blv h bl g ul v ll l. Bu uh ff hly vl. I w g h hlgy wk gg zl B Swy -fu h G F Hlh Pj, v ug fw- hlh l wh g vl h f g g hlg v vul hlh h lvy f hlh. Dug h, Swy h b bh hl bh-h-h k, lg h y bw h G F Hlh vy l wh h h -ll u g. Wh Swy lk Akl wk, h ug. A gv hlh l h vlv u fu h, h y. A h, h u h wh blv h / gg ff y xl vw. F hg, h h l h f h hlh b Th Nx Bg Thg. Th ll f vl vy h ky f blh, Swy hug. Thy yg fgu u wh k h lug. T, g hv lgly b vw uful kg hhk l l f. G hv l b bu w h y l by l. G uh lx, Swy y. Thy qu ff g gh. Swy h by h f h gz h hlh h wl g h gg u u h v. M f h x g wh h ll w- : g f vul wh f hlh u, hu l h ul h. Swy h uh h vu u hk bly bu hlh. G F Hlh ug wk f j h, h, wll k f bul hlh g. Th, Swy w, y f l bl. Dg wll v h g, w h l u. Th k f g h wll h h h vlv v, h h qu kll-bulg g hkg, h h v, h u. Thy h k f g h, wh y k lk, h gz g. A f u, Swy h h gh h l wh f kg f hlv, bu wku f hl. All h w gvg h gh w ug h. N h ug b g, bu l ggg h I fh h lvl I l h y. Th g bu lyg f h k f lyg; hy bu ggg bhv h wll v u hlh. Ijg g f g bl g k g h hllgg k f y h bl gg g. Th f hg b h bl ffv bl hlh g vuu. A y gh b bl bl f, vl bhvl yhlg u gl f, bu whu u u vy lg h wy h ff lkly b ful. Whl gg M M, Ayg bugh yug b lk wh fw vl. Yu k wh h f hg hy ll yu h hy g k gg wh h g, Fgu. Wll, h bbly bu h k hv h yhg h k h h lgug. Mbl g lly h. T h, Sf h ly y f hl uffg f Ty-1 b wk wh Db UK, -u gz, lb h f h M M j. P gz, fkly, uh fw-hkg h. Thy vy f bu wh hy w f, f, f vyhg, Rv y. Obf, wh h h wkg ufg u h flu bhv hg, u ll u h flu f uy vl. Whl h Mg h u fllg h?,. h quk h f l fu. Sl l hul b bg [f y g ]. F h ul, w gv u l vw f hw hy g b g vy l h uy h g, h y. I h - l: yg vul f vll uy f. A h h h l, whh Llly Ck ul by yg, Yu hv k u yu vlzg h x h hvg, lly wh h. A f wh x, lk f h hlh gu x h uvw f bl hlh g by gl. Whl g lk M M, R- M Cl Cb f jb f ffg gv bhv, hy g w ul. A IMS Iu F Hlh If uy, P A f Iv Hlh: F Nvly M, ugg h fu gl. P lg wh vy f l, h uy lu, gg w juggl uu whh h lw wl (500 fw) lkly ul. Th, u, ul k hllgg f bl g v wh h jufy fl v uh g. I h, bl hlh g hul fg h l bu g h hy bbly l bf hy h g hl: ly, h g ugh b, yu kw, fu. Th h wh h hlh fl h f hg, h b y f fu f h u f, Fgu y. Th fl lly h f f vyhg w kw bu yhlgy. If h bvu l bg fu, I kw wh. 34 MM&M x FEBRUARY 2014 x -l.