Driving innovation and growth with the power of cultural intelligence™
unlock the power of culture
Formerly known as XL Alliance
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A shifting marketplace inspires why we do what we do
“Health is Different if You
are Black, Latino of Poor”
2015
“Big Data: A Game Changer
in Healthcare”
May 2016
*2014 Report- Robert Wood Johnson Foundation
40/40 GAP
Latinos and African-Americans
-who represent 40% of the population –
experience
30 to 40% poorer health
outcomes
than white Americans, despite
increased access *
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An evolving- diverse marketplace, growing
health disparities and the role digital plays
in every day life, inspired us to create the
company we wish we could’ve hired in our
former pharma careers.
100% driven by big-data vs. anecdotal evidence
100% independent, nimble, flexible and connected
100% founded by former corporate executives
100% minority- owned
100% driven by cultural innovation
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3!
Our mission
To empower clients to unlock the power of a diverse and
global marketplace with intelligence, creativity and
purpose.
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We are certainly more than a traditional “agency”
We’ve been in your
shoes
Big data is
our compass
We are boardroom
advisors
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5!
Offering a broad portfolio of business solutions
The cultural innovation
company
DATA ANALYTICS ,
BUSINESS
INTELLIGENCE &
RESEARCH
BUSINESS
STRATEGY &
CONSULTING
SERVICES
POWERED BY CULTURINTEL!
COMMUNITY &
ADVOCACY
PLATFORMS
Bringing under one roof a best-ofbreed network of talent and services
empowering clients to unlock the
power of culture with intelligence,
creativity and purpose.
MARKETING,
DIGITAL &
CREATIVE
SERVICES
For more info visit: cien.plus
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Our services described
RESEARCH &
CONSULTING
MARKETING & DIGITAL
SERVICES
COMMUNITY HEALTH &
ADVOCACY
Business strategy, business
intelligence, size of prize analysis,
D&I strategies, proprietary big data
methodologies – CulturIntel™
using big data analytics and
artificial intelligence to mine and
map the patient journey across
cultural segments.
Cross-channel and cross-cultural
DTC/ DTP marketing, advertising,
digital, social, point of care,
partnerships and public relations
campaigns and custom platform
development.
Cross-cultural patient engagement
and community health programs,
patient recruitment/ CRO
partnerships, managed care
strategies and development of
influencer and patient
interceptions for greater education,
access and outcomes.
CULTURAL INTELLIGENCE™
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7!
Nationwide and nearshore coverage
Minneapolis
NYC
We have teams in 6 cities across
the U.S. and Latin America with
over 12 countries represented by
our team and 6 languages spoken.
Denver
Los Angeles
Bogota,
Colombia!
Nearshore creative and
digital center
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|!
excellence!
8!
Resulting in a proven track record of success and impact
across industries
1999 - 2009!
2010!
2011!
2012!
2013!
2014!
2015!
2016!
2017!
As seen on:!
In grey, non healthcare clients!
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5 reasons that makes us a unique partner
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1. We like to offer a different creative perspective
Caladryl: Using storytelling to deliver treatment
benefits and rekindle a mature brand
Vitafol: A new take on motherhood to
inspire women for trial and co-pay discount
Clear & Brilliant Pelo: A memorable twist to a
product launch with stopping power creative for
both patients and HCPs
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Healthcare creative/ digital reel:
https://vimeo.com/182777620
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2. We know how to engage diverse communities in culture, in
context and in language
National Healthy Heart Campaigns “Take Steps” with Laila Ali and “Step Up”
with Mary J Blige across 2,800 locations
Integrated national women’s health campaign reaching Latinas via TV, digital,
print, patient education/ HCP, community and pharmacy events
Commemorative Asian celebrations
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3. We always lead with big data and artificial intelligence to
make decision and uncover unmet needs: CulturIntel™
CulturIntel™ is a proprietary big data methodology that mines the real-time digital discussion of patients and
caregivers to identify drivers, barriers and map the patient journey across ethnic and demographic segments.
Understanding Barriers to
Breast Cancer Treatment Using
a Novel Social Media Approach.
Published by the Journal of Breast
Cancer Research and Treatment,
June 23, 2016
Mapping The Cross-Cultural
Patient Journey, Drivers and
Barriers for Heart Failure and
Psoriasis Patients
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About CulturIntel™ video:
www.culturintel.com
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15!
Disrupting the way business insights are mined
FROM
Taking a snapshot of a segment (sample size of universe, ) to
validate and understand something
VALIDATION
Then you project those learning’s to
make assumptions about the universe
TO
Analyzing the universe (everybody) to discover and learn from
the unbiased voice of the people
DISCOVERY
Then the universe guides you to
discover and determine actionable
dynamics and segments
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We are the ONLY proprietary
methodology, vetted by academia and
published by the mainstream media that is
currently using big data tools and
artificial intelligence to mine competitive
intelligence and map patient/ consumer
journeys across demographic,
generational and ethnic segments globally!
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Sample: Sourcing Heart Failure Patient and Caregiver Discussions
18%
27%
blogs
message boards
social networks
content sharing
8%
topical sites
6%
N= 2,465,384
41%
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Significant diagnosis disparity: Reactive
Ethnic segments are showing a more reactive approach and they want to find an
answer to a symptom vs. driven by preventive approach.
100%
90%
28
80%
70%
21
56
60%
test driven
50%
40%
72
30%
20%
79
symptoms driven
44
10%
0%
Overall
N= 2,465,384
Source: CulturIntelTM
Hispanic
N= 43,341
Af Am
N= 87,143
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Differences in topics discussed about HF = different content needs
100%
90%
80%
info
12
9
18
24
7
diagnosis
27
prevention
70%
60%
50%
40%
causes
14
5
4
7
4
9
24
treatment
symptoms
16
19
30%
20%
10%
0%
Source: CulturIntelTM
28
Overall
N= 2,465,384
34
Hispanic
N= 43,341
39
AFAM
N= 87,143
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Sample: Overall Breast Cancer Analysis Across Segments
Utilizing Advanced Data Extraction To
Understand Barriers to Breast Cancer
Treatment
“We present powerful, real world data using this new modality for
qualitative research, capitalizing on the rich conversations occurring online for patients with breast cancer. Future research should further
UNIVERSE
OVERALL= 387,238
HISPANIC= 17,425
AFRICAN AMERICAN= 34,464
focus on how to employ and learn from this type of social
intelligence research.” – Published by The Breast Cancer Research and
Treatment Journay- May 2016
Past examination of barriers to breast cancer treatment receipt has
typically been limited to registry or claims-based studies or smaller,
survey-based analyses.
Emotional, physical, and spiritual sentiments expressed about breast cancer 1 year
(2/1/14-1/31/15). Heart Failure Based on 12 Months of unbiased discussions as of February 2016
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Barriers Discussed Through The Patient Journey (Overall vs. Hispanic)
90%
Hispanic = 17,425
Overall =387,238
100%
27
24
26
24
80%
26
28
29
29
25
21
22
21
20
30
31
32
27
31
31
70%
60%
50%
22
35
43
24
40%
30%
20%
18
16
19
25
28
24
10%
0%
19
6
21
29
21
18
18
16
assesment
decision to
treat
treatment
prediagnosis
diagnosis
assesment
decision to
treat
13
prediagnosis diagnosis
organizational
28
socio-cultural
psychological
situational
25
treatment
Socio-Cultural verbatim:
“We don’t go to the doctor until we’re very sick”
“Breasts cancer doesn’t run in my family“
“…if you believe in a great Creator, this is the part of the plan and my
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plan for health”
5. We are taking the lead to innovate and eliminate
health disparities
ACTI: Alliance for Clinical
Trial Inclusion
Founding Partner:
Walmart Latino Health
& Wellness Council
CHAMPs: Champions in Healthcare
Access for Minority Patients
CIEN+ advisory council of M.D.s committed to
fill disparities
Thao Than, MD
MIAMI
Sheri Prentiss, MD
CHICAGO
Esteban Lopez, MD
SAN ANTONIO
Mauricio Vecino, MD
DALLAS
Andrea Kaplan, MD
NEW YORK
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And we are even using
VR360 immersion to educate
and engage HCP’s and
patients
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Earning us broad recognition as
an innovator and thought leader
• 
• 
• 
• 
• 
2015-2016 PM360 Top Innovator
2016 MM&M HALL OF FEMME
2016 MM&M Game Changer
2014, 2016 MM&M Best Multicultural Campaign
2016 American Web Design Awards
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OPEN DISCUSSION:
How can we help you meet your objectives, innovate and drive better
outcomes, customer engagement and growth?
RESEARCH, BUSINESS
INTELLIGENCE &
CONSULTING
MARKETING & DIGITAL
SERVICES
COMMUNITY HEALTH,
PATIENT ENGAGEMENT &
ADVOCACY
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Gracias
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NYC: 234 West 39th Street, 4th FL,
New York, NY 10018
Liliana Gil Valletta,
Co-Founder & CEO
[email protected]
Enrique Arbelaez,
Co-Founder & Chief Innovation Officer
[email protected]
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Some sample work
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Reviving a mature brand
ü  Total Market Campaign
ü  Digital, TV, DTC/ DTP
ü  MM&M Best
Multicultural Campaign
Winner 2014
ü  Delivered double digit
growth YOY
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ü  Refreshed and re-kindled a mature brand. Delivered double digit sales lift.
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http://youtu.be/XDr9FWYgT0o !
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Delivering double digit growth in declining category
For 4 years as the AOR for Valeant Pharmaceuticals’ OTC multivitamin brand Bedoyecta, XL’s
hyper-focused Hispanic market approach supported by cross-channel campaigns and
targeted retail partnerships has delivered a 4- year CAGR of 65% vs. 6% for the category.
Bedoyecta®
32
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http://youtu.be/yxKammWG4lc !
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ü 
ü 
ü 
ü 
ü 
ü 
nomorehairmoreyou.com !
New Product Launch Campaign
DTC/ DTP Strategy and Creative
Web Development
Digital Campaign
Experiential/ Conferences
Cross-cultural/ LGBTQ overlay
Shaking up the category
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ü  DTC/ DTP Video/ TV/ OVU
ü  KOL webisodes
ü  Engaging digital and social content
ü  HCP events and conventions
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ü  Print/ Journal Ads
ü  Sales Aids
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LGBTQ cross-channel brand awareness, cause related and
patient pull-through campaign
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ü  Digital, hyper targeted and disruptive
creative for Rx prenatal vitamins.
ü  Co-pay Rebate Campaign
Redefining pregnancy
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Inspiring empowerment
ü  Total market lifestyle campaign
ü  DTC/ DTP
ü  HCP Kits and digital toolkit
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ü  HCP Toolkits
ü  Patient Engagement Tools
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ü  Mobile-first design and development
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Creating a movement
ü  HCP Portfolio Program
ü  HCP Cause related campaign in support of
the National Coalition Against Domestic
Violence
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ü  HCP Digital & Social Media Toolkit!
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Influencing the moment of truth at Point-of-Care
ü  Geo-targeted and Contextual Point of Care Campaigns
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Bilingual patient education
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Digital platform ideation/ innovation
46
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