EMAIL DETAILS

Ok great! Maybe as a first step we do a call with Ramji and then determine
which way to go here?

John DeLoche
*Co-founder and Managing Director*
Rosemont Seneca Technology Partners
333 Bush Street, 21st Floor
San Francisco, CA 94104
office: 415 767 1288
mobile: 415 793 7070

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On Thu, May 29, 2014 at 6:08 AM, Julianna Smoot <julianna@smoottewes.com>
wrote:

> I knew what you meant!
> I know Nancy too. And I can reach out to Slaby also.
>
> Sent from my iPhone
>
> On May 29, 2014, at 7:14 AM, "Hunter Biden" <hbiden@rosemontseneca.com>
> wrote:
>
> Obviously (hopefully) I meant I know Nancy not Susan.
>
> RHB
> 202.333.1880
>
> On May 29, 2014, at 11:34 AM, Eric Schwerin <eschwerin@rosemontseneca.com>
> wrote:
>
> Julianna-
>
> I notice one of the Board members, Michael Slaby, worked on the 2008 and
> 2012 campaigns. Maybe that's a good in?
>
> Best,
>
> Eric
>
> Eric D. Schwerin
> eschwerin@rosemontseneca.com
>
> Sent from my iPhone
>
> On May 29, 2014, at 12:27 AM, John DeLoche <john@rstp.com> wrote:
>
> FYI the organization Bright Pink below. Counsyl is considering
> partnering with them and wants to see if we can connect them with the
> leadership team. Please check out the link and the link the the BoD and let
> us know if we have any contacts there. The Founder, Lindsay Avner, is
> Chicago based. Would be great if counsyl could parter with them and Susan
> Komen foundation.
>
> Best,
>
> John
>
> ---------- Forwarded message ----------
> From: Ramji Srinivasan <ramji@counsyl.com>
> Date: Wed, May 28, 2014 at 7:46 PM
> Subject: Re: Clinical study-related question
> To: John DeLoche <john@rstp.com>
> Cc: William Lee <will@rstp.com>
>
>
> John, William - I wanted to follow up on these, we have a list of
> strategic partnerships that we want to start working through and
> wanted to see if you had any contacts on the BoD or leadership team
> here:
>
> brightpink.org/our-leadership/.
>
> If not, no problem - can work some additional contacts to get to the folks
> here.
> Ramji Srinivasan
> ramji@counsyl.com
> Office: 650.206.2417 | Mobile: 650.714.1635
> 180 Kimball Way
> South San Francisco, CA 94080
>
>
> On Thu, Apr 10, 2014 at 9:01 AM, Ramji Srinivasan <ramji@counsyl.com>
> wrote:
> > We have - we absolutely want to work with all these organizations ...
> Would
> > like to approach these and Susan G Komen after we have a higher profile
> >
> > Sent from my iPhone
> >
> > On Apr 10, 2014, at 8:36, John DeLoche <john@rstp.com> wrote:
> >
> > Thanks this is helpful. One quick follow up: have you guys considered
> > partnerships with FORCE or Bright Pink? They are two fast growing and
> > visible organizations in the "fighting hereditary breast and ovarian
> cancer"
> > arena:
> >
> > www.facingourrisk.org
> >
> > www.brightpink.org
> >
> >
> >
> >
> > John DeLoche
> > Co-founder and Managing Director
> > Rosemont Seneca Technology Partners
> > 333 Bush Street, 21st Floor
> > San Francisco, CA 94104
> > office: 415 767 1288
> > mobile: 415 793 7070
> >
> > This email communication is privileged and confidential and is intended
> only
> > for the individuals or entities named above. Any unauthorized
> dissemination
> > of any of the contents of this email is strictly prohibited. If you are
> not
> > the intended recipient, please do not read, copy, use or disclose to
> others
> > the contents of this communication. Please notify the sender that you
> have
> > received this e-mail in error and then delete the e-mail.
> >
> >
> > On Wed, Apr 9, 2014 at 6:05 PM, Ramji Srinivasan <ramji@counsyl.com>
> wrote:
> >>
> >> Hey John,
> >>
> >> Sure - a couple of notes:
> >>
> >> They needed to do these studies
> >> to prove the validity of what they were testing for to both payers and
> >> physicians
> >> because they were producing novel clinical
> >> content - particularly Genomic Health.
> >> That is, the content of the OncoTypeDX test itself (if you are a woman
> >> with breast cancer, what is your chance of recurrence?) was "new" to
> doctors
> >> and insurers.
> >>
> >> For us, we are
> >> not pr
> >> oducing novel clinical content, nor do we plan to. Cystic Fibrosis
> exists
> >> in nature. Spinal Muscular Atrophy exists in our nature. Breast Cancer
> >> exists in nature. But they were hard to test for (not to mention
> expensive
> >> and very difficult to interpret) before Counsyl. Importantly, insurers
> have
> >> already vetted that they will pay if you find mutations associated with
> >> these disorders. Physicians have already shown that they know how to
> order
> >> and interpret results from these tests. So our invention is really in
> the
> >> platform that ties this altogether.
> >>
> >> That said, we have and continue to publish scientific literature on our
> >> platform, accuracy and performance stats. We have 6 peer-reviewed
> >> publications, many invited lectures and several abstracts, with more in
> >> pipeline as well.
> >>
> >>
> >> Re: general marketing rollout, you will see us flipping on a new site
> >> shortly, with the ability to do full web-ordering. After that, we will
> then
> >> be putting together a press tour. Julie is helping to drive this
> process.
> >> Post-launch (and really now), she is going to be helping us look for a
> VP of
> >> Marketing to come on board to lead the function. We spent a grand
> total of
> >> $0 last year on marketing - so we want to start hitting all the women's
> >> websites, etc. There is a significant amount of traffic across those
> >> websites and lots of untapped opportunity to reach people at different
> >> stages of their lives. The key thing before was, we didn't have a
> funnel we
> >> could put users through - i.e. they couldn't do anything on counsyl.com
> >> except pay their bill. Now that our funnel will be working - we can
> start
> >> stepping on the gas re: user acquisition.
> >>
> >> Re: "air game" - how do these things fit together with our "ground
> game"?
> >> The more traffic we can drive to the site, the more conversions we can
> have
> >> of patients requesting Counsyl.
> >>
> >> If they request Counsyl through a doctor who doesn't already order us
> >> (i.e. their own), that doctor then effectively becomes a hot lead for
> our
> >> sales team. And if we do our job, we can convert that Doctor to order
> >> Counsyl not just for the web-patient who inquired, but every subsequent
> >> patient that the Doctor sees.
> >>
> >> If a patient selects a doctor who already uses Counsyl - then they just
> >> saved themselves a trip to the doctor's office. And that Doctor just
> got a
> >> patient that could potentially see them for other services (although we
> >> wouldn't charge for this service). So this becomes a nice flywheel over
> >> time. More patients asking leads to more Doctors offering Counsyl.
> More
> >> Doctors offering Counsyl allows more patients to get tested quickly.
> More
> >> Doctors offering also leads to "stickiness" at the Doctor's office and
> also
> >> higher health plan adoption. More health plan adoption promotes higher
> >> access... hope this helps!
> >>
> >> Ramji Srinivasan
> >> ramji@counsyl.com
> >> Office: 650.206.2417 | Mobile: 650.714.1635
> >> 180 Kimball Way
> >> South San Francisco, CA 94080
> >>
> >>
> >> On Wed, Apr 9, 2014 at 5:28 PM, John DeLoche <john@rstp.com> wrote:
> >>>
> >>> Ramji,
> >>>
> >>> Please see below question from our GS friends. In addition to the
> >>> question below, it would be helpful to get an update on the general
> >>> marketing rollout and how you are planning to execute the "air war" Tom
> >>> talks about.
> >>>
> >>> Thanks,
> >>>
> >>> John
> >>>
> >>>
> >>>
> >>>
> >>> ---------- Forwarded message ----------
> >>> From: Krouner, Derek <Derek.Krouner@gs.com>
> >>> Date: Wed, Apr 9, 2014 at 3:56 PM
> >>> To: John DeLoche <jdeloche@rosemontseneca.com>, "Feldman, Julia"
> >>> <Julia.Feldman@gs.com>
> >>> Cc: John DeLoche <john@rstp.com>, William Lee <wlee@rosemontseneca.com
> >
> >>>
> >>>
> >>> we’ve noticed some other genetic testing players such as Genomic Health
> >>> and Foundation Medicine putting a lot of resources into clinical
> studies and
> >>> publications to highlight the usefulness and capabilities of their
> products
> >>> in the medical community. We were wondering if Counsyl had a similar
> >>> strategy when it comes to their overall marketing plan and spend.
> >>>
> >>>
> >>>
> >>>
> >>
> >
>