Subject: Re: BrightPink Question
From: "Eric Schwerin" <[email-masked]>
To: "Hunter Biden" <[email-masked]>
Date: Thu, 29 May 2014 06:51:45 -0400

You meant you know Nancy Brinker right?  

Eric D. Schwerin
[email-masked]

Sent from my iPhone

> On May 29, 2014, at 5:56 AM, Hunter Biden <[email-masked]> wrote:
> 
> Juliana-
> Let's discuss- you know as well as I do that Komen can be pretty territorial/ possessive  - so if we we're going to find a partner for Counsyl they should be our first stop. I know Susan pretty well through my Mom's work on the issue (Biden Breast Health Initiative ) maybe we could approach her together. But before that we should do our homework and find out who they've partnered with in the past or are partnered with now. I guarantee it will ultimately come down to money one way or another. Best, H
> 
> RHB
> 202.333.1880
> 
>> On May 29, 2014, at 11:34 AM, Eric Schwerin <[email-masked]> 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
>> [email-masked]
>> 
>> Sent from my iPhone
>> 
>>> On May 29, 2014, at 12:27 AM, John DeLoche <[email-masked]> 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 <[email-masked]>
>>> Date: Wed, May 28, 2014 at 7:46 PM
>>> Subject: Re: Clinical study-related question
>>> To: John DeLoche <[email-masked]>
>>> Cc: William Lee <[email-masked]>
>>> 
>>> 
>>> 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
>>> [email-masked]
>>> 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 <[email-masked]> 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 <[email-masked]> 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 <[email-masked]> 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
>>> >> [email-masked]
>>> >> 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 <[email-masked]> 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 <[email-masked]>
>>> >>> Date: Wed, Apr 9, 2014 at 3:56 PM
>>> >>> To: John DeLoche <[email-masked]>, "Feldman, Julia"
>>> >>> <[email-masked]>
>>> >>> Cc: John DeLoche <[email-masked]>, William Lee <[email-masked]>
>>> >>>
>>> >>>
>>> >>> 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.
>>> >>>
>>> >>>
>>> >>>
>>> >>>
>>> >>
>>> >
>>>=2