Analyst & Investor
Day September 15, 2016
2
Safe Harbor
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from the results anticipated by these forward-looking statements, including, but not limited to those factors
contained in the Risk Factors section of the quarterly and annual reports we file with the SEC. All
information provided in this presentation is as of today. Except as required by law, we undertake no
obligation to update publicly any forward-looking statement to conform the statement to actual results or
changes in our expectations. In light of Regulation FD, it is our policy not to comment on our financial
guidance other than in public communications.
Today’s Meeting
3
● 9:00am – 10:30am Welcome Remarks Melanie Goldey, SVP, Strategic Planning & IR
EVDY Vision & Strategy Ben Wolin, Co-Founder & CEO
Going Deeper with Pharma Michael du Toit, President
Consumer Overview Yadin Shemmer, President, EH Consumer
Michael Rose, President, EH Pregnancy & Parenting
Professional Overview Greg Jackson, President, EH Professional
● 10:30am – 10:45am BREAK
● 10:45am – 12:00pm Payer / Provider Overview Miki Kapoor, President
Financials Brian Cooper, EVP & CFO
Wrap-Up and Q&A
EVDY
Vision & Strategy
4
5
● Founded Everyday Health in 2002
● CEO since inception
● Serves on the Board of Directors of Diplomat
Pharmacy (NYSE: DPLO)
● Previous experience:
● Beliefnet (acquired by News Corp), PBS,
Tribune Interactive, Warner Bros., A&E
● B.A. from Bowdoin College
Ben Wolin
Co-Founder & CEO
6
We operate the leading digital marketing and communications platform
for healthcare marketers who want to engage with consumers
or healthcare professionals.
PHARMA
COMPANIES
PAYERS /
EMPLOYERS
PROVIDERS CPG & OTC
COMPANIES
RETAIL /
PHARMACIES
A Large and Growing Market Opportunity
7
● Approximately $30B spent in the U.S.
on health marketing
● Rx, OTC, Payers and Providers all
focused on creating direct
relationships with consumers and
healthcare professionals (“HCPs”)
● Digital is the #1 area of healthcare
information consumption
● Majority of marketing is still offline
$5
$15
$3
$7
–
$2
$4
$6
$8
$10
$12
$14
$16
0%
25%
50%
75%
100%
Pharma DTC Pharma DTP Provider Other
Dig
ital
Mark
eti
ng
Sp
en
d a
s %
of
To
tal
Total Marketing Spend ($B)
Other Health
(e.g. OTC)
Source: EVDY estimates
Trends Driving Our Business
8
It’s all about ROI 3
Outsourced marketing and communications
The full solution 4
20%
50%
2009 2018
The rise of specialty Rx 1
Specialty drug sales as a % of total drug sales
102
63
2005 2014
Sales force reductions 2
Pharmaceutical sales representative jobs in the US (000s)
(2) ZS Associates’ 2014 AffinityMonitor report: http://www.pharmavoice.com/article/sales-reps-gone/
Source: EVDY estimates, ZS Associates 2014 AffinityMonitor
Our Platform Addresses Our Customers’ Needs
9
CRM and
Database Audience
Content Advanced
Analytics
Reach
Engage Measure
Identify
Our solutions help identify, reach, and engage target audiences and are supported
by deep data and analytics expertise to optimize and measure the impact
Going Deeper
with Pharma
10
11
Michael du Toit
President
● Joined EVDY as President in February 2015
● Oversees Everyday Health – Consumer and Professional
Businesses
● Previous experience:
● Publicis Health – Global Group President
● Digitas Health – President
● Razorfish Health – President
● Glaxo – VP Marketing
● Grey Advertising – Managing Director
● Unilever – Finance
● Serves on Board of Directors for Aerie Pharmaceuticals
(NASDAQ: AERI)
● BCom from Stellenbosch University, South Africa
Solving Pharma’s Marketing Needs
Across Two Dimensions
Size of Patient Population Orphan
& Rare
Mass
Market
Lifecycle of a Drug Pre-
Market
Patent
Expiration
12
Everyday Health
Consumer
13
● Joined EVDY in 2013
● Oversees EVDY Consumer Health
● Previously served as SVP of Data Sciences at EVDY
● Previous experience:
● Endeavour Health, Grosvenor Park Investment
Partners, Broadview International
● M.B.A. from London Business School and B.A. from
University of Pennsylvania
14
Yadin Shemmer
President,
Consumer Health
Vision
15
To be the nexus for consumers
seeking to manage their health
and marketers seeking
to influence a health decision
Everyday Health Consumer
16
• Sponsorship • Endemic Media • Lead Generation • HealthReach
• Orphan and Rare Disease Programs • TVRx
KEY BRANDS:
SOLUTIONS:
Identifying and Engaging
High Value MS Patients
C L I E N T
• Top multiple sclerosis
brand
O B J E C T I V E S S O L U T I O N
SUCCESS
STORY
• Maximize reach
among MS patients
currently on therapy
• Motivate specialist visit
• Drive requests /
discussions about
brand alternatives
• Identified target
audience through
EVDY database
• Engaged audience
with human interest
content from high-
profile patients
17
Identifying and Engaging High Value MS Patients SUCCESS
STORY
Drove
78K doctor visits
for MS
RESULTS:
Reached
30% of MS patients
currently on
treatment
Generated nearly
6K new patient starts
for the brand
18
Key Takeaways – Consumer Health
19
● Large, growing market
● Relevant, engaged audiences in key conditions
● Proven results for clients
20
● Joined EVDY in 2012
● Oversees EVDY Pregnancy & Parenting
● Previously served as SVP of Product and GM of
Lifestyle at EVDY
● Previous experience:
● Gerson Lehrman Group (GLG), iVillage,
Delphi Internet / News Corporation
● B.A. from George Washington University
Michael Rose
President,
Pregnancy &
Parenting
21
Vision
To be the nexus for consumers
seeking to manage their health
and marketers seeking
to influence a health decision
22
Pregnancy Approach
The marriage of content, technology,
data and monetization
personalized by user,
and specifically packaged
for the platforms moms prefer most WTE
DIGITAL
PRODUCTS
WTE MOBILE APP
STAR RATING
#1 Pregnancy app
23
Registering >50% of all U.S. Pregnant Women Data Capture Driving Revenue + Engagement
DATA COLLECTION INCLUDES:
• Due date
• Zip code
• Postal address
• Interest-based behaviors
• Insurance provider
REGISTERED USERS
vs NON REGISTERED
Revenue
Engagement
What To Expect Baby Registry
Direct Response Case Study
O B J E C T I V E
• Grow share of
baby registry
creates for leading
online retailer
S O L U T I O N R E S U LT S
• Custom Baby
Registry
Integration
• Solo Emails
• Mobile Native
• Media Banners
24
SUCCESS
STORY
OVER
25K REGISTRY
CREATES
$19M VALUE
CREATED OVER
THREE
MONTHS¹
¹ Assumes average baby registry size of $750
Key Takeaways – Pregnancy & Parenting
25
● Pregnancy is a critical healthcare moment
● Our assets are unique competitive advantages
● Big runway in pregnancy – greenfield opportunity in parenting
Everyday Health
Professional
26
27
● Joined EVDY in 2006
● Oversees all aspects of Everyday Health Professional
● Previously served as EVP and Chief Data Officer for
Everyday Health
● Previous experience:
● Fathead, GoodTimes Entertainment, Columbia
House
● M.B.A. from Rutgers University and B.S. from Boston
University
Greg Jackson
President,
Everyday Health
Professional
28
To be the leading digital
resource for pharmaceutical
marketing to HCPs
Vision
29
Everyday Health Professional
SOLUTIONS:
• Display media and sponsorship programs
• Gain-share
• Orphan & rare disease programs
• Market research
KEY BRANDS & PARTNERS:
Physician Reach Growth
30
AUDIENCE REACH
• 738K U.S. Practicing Physicians
• 103K Nurse Practitioners/Physician Assistants
ENGAGEMENT
• Total HCP engagements grew 16% Y-o-Y in 1H16
2012 2016
150K
738K
Association Relationships
31
IncreaseRx Gain-Share Program
Drives Significant Incremental Profit
C L I E N T
• Post-patent
blockbuster drug
• Reverse trend and
slow erosion of
mature, non-promoted
brand facing
significant generic
competition
O B J E C T I V E S S O L U T I O N
SUCCESS
STORY
• Generated
transactional
opportunities with
high-value writers
through no-risk gain-
share promotion
• Identified receptive
market
• Engaged segment on-
and off-network through
content and patient
assistance programs
32
IncreaseRx Gain-Share Program Drives
Significant Incremental Profit SUCCESS
STORY
33
$46M net
incremental lift
123K+ incremental
scripts over
49 months
66K+ savings card
redemptions
RESULTS:
Key Takeaways – Professional
34
● We have aggregated and engaged the vast majority of HCPs
● Our digital platform is more efficient than salesforce
● Our sophisticated analytics deliver strong results for our
customers
35
BREAK
Everyday Health
Payer / Provider
36
● Joined EVDY as President in 2014
● Oversees Everyday Health Payer / Provider solutions
● Serves on the boards of Montefiore Medical Center and
several other healthcare organizations across the country
● Previous experience:
● IMS Health, McKinsey & Company, The Clinton
Foundation, Cowen & Company
● M.B.A. and M.P.H. from Yale University, B.S. from Washington
University in St. Louis, Fulbright Fellow
37
Miki Kapoor
President
38
To build the leading platform
in data-driven patient
communication for healthcare
payers and providers
Vision
Hospital Strategic Growth Is A $3 Billion Opportunity
~$300 M ~$2 B ~$800 M
Source: Kantar Research, EVDY estimates 39
Strategic Analysis
& Planning
Consumer Marketing Physician
Engagement
40
Everyday Health Payer / Provider
• Tea Leaves Health – SaaS-based
marketing and analytics CRM
• Maternity Outcomes Management
(“MOM”) program – High-risk
pregnancy identification program
• Display and custom marketing
programs
SOLUTIONS
• 6 of the top 10 largest health systems
• More than 350 hospitals across 30
states
• 3 MOM pilots
CUSTOMERS
SaaS Progress - Annualized Contract Value
41
$ millions
$6
$10
$17
$0
$2
$4
$6
$8
$10
$12
$14
$16
$18
At 6/30/15 At 12/31/15 2016 guide12/31/16 guide
Patientology Case Study Positive Response for a Knee and Hip Replacement Program
Results Feb ‘15 – Apr ‘16
Total Charges $21M
New Patients 2,285
Response Rate 17.1%
Commercially
Insured
91%
SUCCESS
STORY
C L I E N T
• 284 bed medical
center in Midwest
• Increase knee and hip
replacement
procedures
O B J E C T I V E S O L U T I O N
• Consumers targeted
utilizing Patientology
platform
• Disparate data sets
ingested from hospital
to identify consumers
likely to need services
• Payer predictive model
used to identify
commercially insured or
those likely to pay
R E S U LT S
42
MOM Connect Case Study Combining WTE and TLH Assets
SUCCESS
STORY
43
C L I E N T
• Large academic
medical center in the
Midwest
• Drive pediatric
services volume
O B J E C T I V E
S O L U T I O N
• An engaging digital
experience combining
WTE audience and
registration data with
Tea Leaves platform to
identify pregnant
women at weeks 28
and 32 in the Midwest
R E S U LT S
• Pilot resulted in ~30 net
new appointment
requests
• Renewed for full MOM
Connect
• Scaling offering across
country to 400+
systems
Key Takeaways – Payer / Provider
44
● We have a huge market opportunity with lots of room to grow
● We are making substantial progress right out of the gate
toward building a sizable business
● We are leveraging Everyday Health
Financials
45
● Joined EVDY as CFO in 2003
● Oversees finance, investor relations, corporate and
strategic development, legal and business affairs, and
ad operations
● Previous experience:
● KPMG, AdOne Classified Network
● University of Pennsylvania Wharton School Executive
Development Program and B.S. from American
University
46
Brian Cooper
EVP & CFO
$134.9 $166.5
$209.1 $239.5
$21.0
$17.9
$22.9
$16.5
$155.8
$184.3
$232.0
$256.0
2013 2014 2015 2016 Guide
Advertising Premium Services
Annual P&L Summary
47
Total Revenue $ millions
¹ 2016 Guide reflects midpoint of guidance range provided on August 4, 2016.
1
$21.7
$36.0
$45.6 $45.6
14%
20% 20% 18%
2013 2014 2015 2016 Guide
Adj. EBITDA and Adj. EBITDA Margin % $ millions
1
Investments
in Pro &
Payer/
Provider
Pro Forma Revenue Growth
48
Pro forma ad revenue growth of 11% (projected) in 20161
¹ 2016 Guide reflects midpoint of guidance range provided on August 4, 2016.
Note: Pro forma assumes EVDY owned all acquisitions as of January 1, 2015.
Revenue Breakdown by Business Unit
49
2015 REVENUE
Total Revenue = $232 million
2016 GUIDE¹
Total Revenue = $256 million
Consumer, 63%
Pro, 33%
Payer & Provider,
4%
Consumer, 78%
Pro, 19%
Payer & Provider,
3%
Consumer, 57%
Pro, 36%
Payer & Provider,
7%
Total Revenue = $184 million
2014 REVENUE
¹ 2016 Guide reflects midpoint of guidance range provided on August 4, 2016.
Long-Term Financial Profile
50
●Revenue growth of ~15%
●Continued success with pharma
●Executing on hospital opportunity
●Adjusted EBITDA margins of ~30%
●Audience leverage
●Sales leverage
●SaaS revenue growth
WRAP-UP
51
Incremental Growth Opportunities
52
●CRM for Pharma
●Continuing Medical Education (“CME”)
●Leverage WTE for larger parenting opportunity
●Payer solutions
Q&A
53
54
THANK YOU
IR Contact:
Melanie Goldey
SVP, Strategic Planning & Investor Relations
55
APPENDIX
Adjusted EBITDA Reconciliation
56
2013 2014 2015
Adjusted EBITDA 21,742$ 36,019$ 45,644$
Less:
Interest expense, net 8,442 3,711 5,236
Income tax provision (benefit) 1,102 (8,666) 1,304
Depreciation and amortization expense 15,450 14,943 20,408
Stock-based compensation expense 2,969 9,100 10,936
Warrant mark-to-market adjustment - 252 -
Compensation expense related to acquisition earnout and retention bonuses 2,211 135 11,968
Write-off of unamortized deferred financing costs - 3,861 -
Executive transition and reduction in force severance charges 3,188 - 3,655
Contract settlement charge - - 1,725
Asset impairment charge 1,377 - 2,052
Loss from discontinued operations 5,239
Net income (loss) (18,236)$ 12,683$ (11,640)$
Twelve months ended December 31,
Note: A reconciliation of Adjusted EBITDA guidance for 2016 to net income (loss) is not available without unreasonable efforts due to the high variability and low
visibility of certain of the above-enumerated expense items (e.g., stock-based compensation expense), which are excluded from Adjusted EBITDA. We expect the
variability of such expenses to have a significant, and potentially unpredictable, impact on our future GAAP financial results.