Subject: Re: press tour and launch - update
From: "Neil Callahan" <[email-masked]>
To: "John DeLoche" <[email-masked]>
Cc: "Hunter Biden" <[email-masked]>, "Devon Archer" <[email-masked]>, "Neil Callahan" <[email-masked]>, "William Lee" <[email-masked]>, "Rob Walker" <[email-masked]>, <[email-masked]>
Date: Wed, 4 Jun 2014 11:02:08 -0400

Can we leverage our relationships with folks at Morning Joe and the folks
we know at CNN to try and place a story?  Rob/Eric/Hunter?

On Mon, Jun 2, 2014 at 5:22 PM, John DeLoche <[email-masked]>
wrote:

> FYI. Just in case you had not received this directly. Anything we can do
> to help with Dr. Oz, Today Show or otherwise?
>
> Sent from my iPhone
>
> Begin forwarded message:
>
> *From:* Ramji Srinivasan <[email-masked]>
> *Date:* June 2, 2014 at 1:34:03 PM PDT
> *To:* Ramji Srinivasan <[email-masked]>
> *Subject:* *Fwd: press tour and launch - update*
>
> Folks,
>
> I had meant to sent this a few weeks back after our initial launch,
> but please see attached for:
>
> - a quick coverage report
> - branding and messaging guidelines which cover some basic talk
>
> ...as well as a note I sent to the company.
>
> We have some leads that we are continuing to work (Dr. Oz and Today
> Show in particular - check out the photo) for opportunities.
>
> The very exciting thing is that we can now build a real
> consumer-driven channel.  In the past few weeks we've already seen new
> patients find out about Counsyl through the web, get a prescription
> and get screened.
>
> Here's a sample case from a week back:
>
> ----
> 33-y old female of Dominican (maternal) and German (paternal) ancestry
>
> Patient is a self-motivated 33-y old woman of mixed ancestry who was
> diagnosed with endometrial cancer at age 30 and subsequently lost 100
> lbs to improve her overall health. She would not have qualified for
> BRCA screening under current guidelines. Her mother had ovarian cancer
> in her early 40s and is alive at age 56. Though her mother would
> qualify for BRCA screening, she was never inclined to pursue it. After
> her mother’s diagnosis, all 4 maternal aunts opted to have their
> ovaries removed, under the guidance of a physician. No additional
> family history of cancers was noted.
>
> She went through the “Get Counsyl” flow and was determined to be a
> BRCA2 carrier. She had genetic counseling with a Counsyl GC the same
> day she received her results. She is now planning to have children and
> then have her ovaries removed. She is still thinking about how to
> manage her breast cancer risks.
> ----
>
> Very powerful.  We are now actively hiring for a VP of Marketing who
> can help drive patients to counsyl.com.  Feel free to shoot me a note
> if you have any questions.  Thanks!
>
> Ramji Srinivasan
> [email-masked]
> Office: 650.206.2417 | Mobile: 650.714.1635
> 180 Kimball Way
> South San Francisco, CA 94080
>
>
>
> ---------- Forwarded message ----------
> From: Ramji Srinivasan <[email-masked]>
> Date: Wed, May 7, 2014 at 10:00 PM
> Subject: press tour and launch
> To: Everyone <[email-masked]>
>
>
> Team,
>
> This coming morning, we’re about to make some important announcements;
> the forthcoming press release can be found here:
>
> https://static.counsyl.com/site_media/pdf/press-releases/Counsyl_Press_Release_05.08.2014.f73bc5e0ade5.pdf
> .
>
> This past week we spent an amazing few days on a bicoastal press tour
> with top media sources, like Forbes, Fortune, Time, Fast Company,
> Reuters, Associated Press, Essence, SF Chronicle, the Verge, Quartz,
> MIT Technology Review, and AllYou / Health Mag -- not to mention
> producers of the Dr. Oz Show and The NBC Today Show (check out our
> photo).
>
> Julie mentioned that she hasn’t had such an enthusiastic and emotional
> response from the press since she launched YouTube.  Everyone we met
> with could relate to our mission, and many shared a family story.
> Most importantly, they believed strongly that their readers and
> viewers want this vital information.  These meetings don’t necessarily
> guarantee coverage, but the willingness of prominent journalists to
> sit down and talk about Counsyl is an extremely good sign.
>
> We should see a handful of articles coming out in the next few days.
> Certain publications have a longer lead time before printing news, so
> we will hopefully see some additional articles in the coming months.
> As an example, some of the consumer outlets may want to focus on
> Counsyl in October, during Breast Cancer Awareness month.
>
> A timely piece of news for Counsyl is that we have raised $28M in a
> Series D financing, co-led by Rosemont Seneca Technology Partners and
> Goldman Sachs. This brings our total financing to $93M and we will
> continue to invest in product development and overall growth.
>
> I have a few requests from you to help generate Counsyl buzz:
>
> 1. Retweet: You will notice an updated blog post tomorrow 6AM Pacific
> on blog.counsyl.com, as well as tweets on our @counsyl twitter pages.
> If you have a twitter account, please retweet from @counsyl.
>
> 2. LinkedIn: If you haven’t already, it would help if you updated your
> current employment to “Counsyl.” :)
>
> 3. Read: Please review the branding and messaging document (attached).
> It’s important that we’re all on the same page about how to answer
> questions about The New Counsyl. We’ll send everyone a more formal
> revision of this document and review the content in a Feature Friday
> presentation.
>
> The last twelve months have been intense.  It’s been inspiring to see
> all of the hard work, dedication and camaraderie you all showed over
> this past year as we pulled this together.  Each of you made
> sacrifices to help make this launch a reality, and I am looking
> forward to sustaining and accelerating our momentum.
>
> We are doing some pioneering work across more than a few fields:
> molecular testing, robotics, software, price transparency, and
> patient-doctor communications.  That work is complex and fresh - but
> ultimately very practical, and has a direct impact on how patients and
> physicians make clinical choices.  One closing thought: I would
> consider this the starting line, not the finish line.  The title of
> our blog post is “The New Counsyl” for a reason.
>
> Thank you!
>
> Ramji Srinivasan
> [email-masked]
> Office: 650.206.2417 | Mobile: 650.714.1635
> 180 Kimball Way
> South San Francisco, CA 94080
>
>
>
>
>
>
>

-- 
Neil Callahan
Rosemont Seneca Partners
917-945-951