Peter Kraft

Procedura provides web-based, virtual demonstrations for patients to improve understanding of medical procedures and their risks. Key benefits of Procedura include:

Ensures consistency of message to patients in advance of procedure
Documented patient understanding of the procedure and its risks
HIPPA compliant and secure
Written by board-certified, practicing physicians
Reviewed by experts in malpractice litigation (plaintiff and defense practitioners)

Procedura was built for medical malpractice insurers to help mitigate risk by better educating and preparing patients, resulting in:

Enhanced patient understanding of procedure
Measurable means to verify patient understanding
Reduced claims, litigation and payouts

Procedura consists of A Complete Medical Procedure Program Suite, including the highest-risk areas:

Neurosurgery
Obstetrics/Gynecology
Orthopedic surgery
Thoracic surgery
Gastroenterology

While patient education is a strong benefit of our programs, risk mitigation is our primary focus. Procedura supplements Informed Consent and “sharpens the blur” between medical negligence and known risks of a procedure. Better informed patients recognize risks of surgical procedures and are less likely to sue when there is an unexpected outcome.

Our clients are medical malpractice insurers- they purchase Procedura for their insured doctors, who in turn register their patients in the appropriate medical module for a demonstration of their upcoming procedure.

Our mock trial results prove Procedura is effective: Jurors found doctors not guilty of medical negligence 9-1 when the patient went through the Procedura program, vs. a 7-3 guilty finding without the program.

The market opportunity for Procedura is quite attractive. Here’s how we view it:

$7 Billion in 2008 on medical malpractice costs(defense costs, awards, settlements). We- and industry experts- believe Procedura could reduce those costs by 20% ($1.4B).

Malpractice insurers indicated they would pay $0.40 for every dollar we saved them, or $560M.

Procedura will have very attractive gross and net margins (we project 32% EBITDA when fully operational), or $179.2M NI.

Using a 10X multiple (Healthcare industry M&A data), we value the company potential at $1.8 Billion in 4-5 years.

Procedura is run by serial entrepreneurs- Peter Kraft and Tracy Howe have built, run and sold two businesses over the past 15 years. Our third partner is an Obstetrician (who conceived the idea for Procedura), extremely well-versed in medical malpractice issues, tort reform and informed consent.

We have been vetting Procedura for more than 6 months and have recently embarked on technical development. Procedura is expected to launch in Q1 ’10.

Thank you for the opportunity to present Procedura!

Peter Kraft

President, co-founder

A program demo for Procedura may be viewed at www.procedura.com/demo/