b'Consumer-Driven Brand ExperienceChris Cornue, Ben Patel and Chuck Wallington, PhD (Enterprise Leadership Team Champions)The Consumer-Driven Brand Experience strategic priority is focused on designing and establishing our brand experience to foster consumer loyalty and business growth. For the purposes of this work, Cone Health defines consumers as individuals who have used, currently use, or will use health care or wellness services, including their family and caregivers. They often have options and a choice in their decision-making. Consumers are considered our patients when they are under Cone Healths care.The Consumer-Driven Brand Experience is an important strategic priority for Cone Health because we operate in a highly competitive marketplace.We believe that executing on a Consumer-Driven Brand Experience will differentiate us in this highly competitive marketplace. It also will attract new consumers to come to us for the health and wellness needs, along with retaining those whom we currently are serving. We have identified the following tactics to enable the Consumer-Driven Brand Experience strategic priority:We will engage with our consumers for their insights on what a meaningful consumer-driven brand experience should look like for them.We will segment our patients based on several different criteria. This segmentation will allow us to design a consumer-driven brand experience that will best meettheir needs.We will engage our physicians in Physician Relationship Management (PRM). This approach will allow our physicians to understand how we can better connect with our consumers and patients to meet their needs and to grow our market and our services.We will launch a myConeHealth mobile app to support the ideal consumer journeys.O c t o b e r 1 , 2 0 2 1 t o S e p t e m b e r 3 0 , 2 0 2 2 8'