UFPTI

1. UFPTI Research – Qualitative Findings

2. Purpose of Study • Objectives & Methodology • Key Findings • Branding UFPTI Research

3. Purpose of the Study UFPTI • To identify differentiating message themes that will serve as the foundation of the UFPTI brand position.

4. Objectives Qualitative Branding Research • Understand patient decision-making in choosing or not choosing UFPTI. • Uncover strengths and weaknesses of UFPTI among patients and non-patients. • Uncover messages that are motivating prospective patients to choose UFPTI. • Generate actionable insights for UFPTI brand positioning.

5. Qualitative Methodology August - September, 2011 • Twenty one-on-one interviews & one small group observation. • These “organic” conversations uncover deeper insights than the rational selling points.

6. UFPTI Key Findings

7. Emotional Decision • Deciding on Proton Therapy is a emotional journey. Beginning with the shock of diagnosis.

8. Physician Recommendations • Some physician’s recommend their own therapy. • Some discuss therapy alternatives but suggest patients should do their own research about alternatives…

9. Patient Research • Patients are surprised. • Surprised they have to do their own research and surprised they can’t trust their doctor’s objectivity. • Few say they “got good direction from their physician”. • Urologists 1) didn’t know much about Proton, 2) were predisposed against it or 3) didn’t mention it at all.

10. Proton Therapy • Finding Proton through WOM and online. • Men learn with friends, colleagues, family, etc. often by accident. The conversations are very compelling. • “Men don’t usually talk about their health problems, especially prostate. But I just started asking.” • “I just happened to be playing golf with my buddies, and discovered my partner had had prostate cancer. He came to Florida Proton.”

11. Other Alternatives • Surgery was not an option for the men we spoke to. • Traditional radiation and other alternatives had too many potential side effects witnessed by others who’d been treated.

12. Key Proton Decision Criteria Choosing Proton Therapy, the #1 decision factor: Quality of life after treatment • Driven by what they were willing to accept: • Wearing diaper? NO • Active Sex life? YES • Cure rate equal to other alternatives? YES

13. Rational Decision Criteria • Rationale drivers in selecting between available Proton Centers: • Professional • Experienced • Accessible

14. Proton Therapy • Men believe proton therapy is the same, regardless of where you go.

15. UFPTI • Location is very important. • Your move to the Center for 5-8 weeks is disruptive. • It’s easier for the retired but still perceived to be costly - particularly for individuals from the Midwest, Northeast and South.

16. UFPTI • Jacksonville’s more appealing than many centers: Loma Linda, Indianapolis, Mass General and PA. Why? • You can go anywhere from here. To Orlando/Disneyworld, to Atlanta, to Ft Lauderdale. If you’re going to be somewhere for 5-8 weeks in the winter, where else would you go? • There are so many things to do here: the beach, golf, theater, restaurants, etc. It is a very comfortable place to stay, easy to get around and enjoyable.

17. UFPTI and its Environs • Northeast Florida is a comfortable city, easy-to-get-around. • Plenty of things to do: good restaurants, golf, tennis, the beach, theater and museums, etc.

18. Choosing UFPTI • Patients decide based on their very positive initial interactions with UFPTI. • When I went for my first meeting and exam, I got the full information about what to expect. It was head and shoulders ahead of traditional radiation. I’ve been very impressed since then. I’m convinced it’s the right thing to do.

19. UFPTI • Many didn’t even look at another center. • “Once you visit the Jacksonville facility and meet the people there, it reinforces your decision that this is the right place”.

20. UFPTI • The Unique Environment • A feeling of support and strength, where you feel liked, valued, cared for. • The staff create a place that brings families together, husbands and wives closer. • My techs were great. So friendly, helpful. I go back and visit them when I go back for check ups.

21. UFPTI • The Unique Environment • A feeling of camaraderie. It’s close and friendly. You meet others like you. You get to know each other socially – play golf or tennis, go out to eat, etc. • “We made great friends while we were there. We’re still in touch with them today”.

22. UFPTI • The Unique Environment • A feeling of clinical expertise without the detached, red-tape world of healthcare. • It doesn’t feel like a hospital. You’re not treated like a number. The staff, the techs and the doctors value your time, schedule it carefully and efficiently. • They made it so easy. They set your expectations and then deliver on them.

23. UFPTI • The Emotional Experience • Most important, you’re quite sure you made the right choice. • “You feel confidence when you come here – in the facility, the staff. At the Wednesday lunches, you hear from people in all stages of treatment – all so positive and so convincing. The best marketing are other patients.”

24. UFPTI Wives • Wives are equally stressed... • Some work with their husbands through the research phase. • Husband researched online while the wife made calls. One works on housing and travel plans while the other assembles all the paperwork. • Some wives get their husbands into “the right place.” • Once the husband decided on Proton, his wife got on the phone and called the various centers, got information, looked at alternatives and negotiated for him. • Some men don’t share much about what’s going on. • Wives feel alone and worried. The FPT experience/culture brings husbands and wives closer together.

25. UFPTI Wives • Wives are equally relieved once their husbands start at Florida Proton. • The experience brings them closer with their husbands. • They share more openness and communication. • They meet other couples and make friends. • “It’s going to sound funny, but it was like a vacation”.

26. Those Who Chose Other Alternatives • One non-patient decided on “watchful waiting” or “active surveillance” after attending a prostate conference. • One decided to do to his Proton Therapy in PA. The experience was not at all like FPT.

27. Those Who Chose Other Alternatives • Feedback suggests those in major hospital systems may offer more traditional clinical experience. • University of PA doesn’t have social interaction like FPT has. “I probably should have gone to Florida Proton, but PA was much more convenient”.

28. UFPTI Branding

29. UFPTI Character • Very thorough, competent, knowledgeable, serious • Sincerity, total trust, believe in what they are doing • Sunny, smiling, friendly, laughing, warm, fuzzy, caring friends • Upbeat, positive, personal, outgoing • Transmit peacefulness • Very happy person you enjoy being around Person who bonds with everyone, always extending warm arms to take care of you • Care about the whole person: physical, social, emotional and spiritual needs

30. UFPTI Positioning • The single most important thing we can get across to achieve this? • That UFPTI is the place to find the confidence that you seek.

31. UFPTI Positioning • Why should people believe us? • Confidence in the clinical expertise: A non-profit organization affiliated with a major academic medical center, UFPTI has treated over 2,600 patients, generating more clinical data on the efficacy of proton therapy than any other institution, for the good of our patients today and tomorrow. • Confidence in the care you receive: expert, responsive one-on-one care. The staff, therapists know each patient’s name. Each patient is a person not a number. • Confidence in UFPTI unique environment and culture: the camaraderie, the friendships, the social interaction and the feeling of belonging and support.

32. UFPTI Positioning • Why should people believe us? • Confidence in less side effects, better quality of life and outcomes at UFPTI. • Confidence in the stories of others: Look at prostate patient graduates’ reviews: • I can’t say enough my treatments, the great staff and technicians, experiencing the warmth of community and belonging, meeting other patients, making friends, and enjoying the pleasant stay in the Jacksonville area. I still keep in touch with them. I’m still confident I made the right choice. • Confident that UFPTI has your best interest at heart, not the organization’s profit.