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Smart Employee Benefits Launches Employee Health Direct Subsidiary

Employee Health Direct Provides a Direct Link to Millions of Canadians with Value-Added Health Promotion, Medication Discounts and Adherence Services

TORONTO, ONTARIO -- (Marketwired) -- 04/23/14 -- Smart Employee Benefits Inc. ("SEB") (TSX VENTURE: SEB), is pleased to announce the launch of Employee Health Direct ("EHD"). EHD is the first targeted, direct employee access program that provides health industry stakeholders, including pharmaceutical manufacturers, with a health-motivated group of over one million Canadians and growing.


EHD offers the largest network of major employers, unions and pension groups in Canada to provide health stakeholders with a targeted way to reach people with health communications, education, medication adherence programs, and medication reimbursement programs, including provision of brand-name medications for the same price as generic.

"We recognize that to make significant health changes in the Canadian population, we need to go to where the people are. Employers provide a direct way to reach people with health messages, including informing Canadians about medication programs. Employers offer a targeted way to inspire their employees to take personal ownership and action for their health," says Susanne Cookson, EVP of Employee Health Direct.

The EHD network of employers, unions and pension groups are motivated to have the plan members that they represent remain healthy and productive. They have been looking for meaningful solutions. At the same time, health stakeholders like the Public Health Associations, Ministries of Health, Health Charities and Pharmaceutical manufacturers have a need to reach Canadians with their messages and program offerings. "Employee Health Direct provides access to a large targeted audience. For the first time, we can match the appropriate programs with the right people in a way that benefits everyone. We are excited to be involved with this innovative platform that will continue to change the face of healthcare in Canada," says Cynthia Hastings-James, President of Employee Health Direct.

EHD has a unique technology platform capability to offer an end-to-end solution for recruitment to programs, adjudication and administration of claims. This, combined with millions of Canadians having access to the platform creates a turnkey health platform that for the first time links benefits and specific rules for adjudication together with a valuable member-specific health and wellness portal.

"The technology platform is the first of its kind available in Canada that allows the dynamic, flexible options to easily integrate programs such as unique co-pay offers from pharmaceutical manufacturers to a large, targeted pool of Canadians. With our technology, medication discounts and other programs can be added to existing benefits program, making it convenient for employees to take advantage of these high value-added programs," says John McKimm, Chairman of Employee Health Direct and CEO of Smart Employee Benefits Inc. "This will provide our members with access to the best health and wellness information, including medication co-pay offers from pharmaceutical manufacturers, medication adherence programs and other valuable health information."

EHD utilizes SEB's end-to-end technology solution that includes adjudication and processing with a sophisticated, flexible rule-based formulary to provide unique benefit offerings to each member within our network. Each employee in the EHD network can be issued a personalized benefits card featuring access to brand name medications at the same cost as generic, medication adherence programs, and a holistic wellness program.

EHD is a majority controlled subsidiary of SEB launched in partnership with Cynthia Hastings-James and Susanne Cookson, the two principles of Cookson James Loyalty Inc. ("CJL"). Ms. James and Ms. Cookson have extensive expertise in the pharmaceutical industry and through CJL, currently manage multiple adherence and loyalty programs for their clients. SEB's fully-integrated Administration-Adjudication-Reporting technology platform takes the CJL service offering to a whole new level, not otherwise available in Canada. The "direct plan member/employee access" business model enabled by SEB's full integrated technology environment is unique. Existing competitors in this area do not control their end-to-end delivery environment and their access to plan members/employees is primarily an indirect link through doctors.


CJL was founded in 2010 by Susanne Cookson and Cynthia Hastings-James as an integral part of their coordinated assault to change the face of healthcare in Canada.

CJL has an unparalleled suite of incentive-based health promotion content and tools, EMR integration, and formalized relationships with Canada's major non-profit organizations. It has a track record of continuous innovation and turnkey implementation. CJL, since launch, has provided value-added services for multiple Loss of Exclusivity (pharmaceuticals going off-patent) brands.

CJL's flagship platform, BestLifeRewarded ("BLR") provides a targeted, incentive-based approach to engage members in health behaviour change. BLR has been recognized internationally for its innovative patient programming. The 2013 EyeforPharma Multi-Channel Marketing report cited BLR's "patients are more compliant and healthier". As an extension of the BLR services, CJL now operates employer-based wellness clinic days to drive employee awareness and engagement.


SEB is a technology company providing software, solutions and services specializing in managing group benefit solutions and healthcare claims processing environments for corporate and government clients. This is a $60.0 plus billion industry, of which over $37.0 billion relates to employee group benefit plans and over $25.0 billion relates to other healthcare benefit claims (e.g. workers compensation claims, travel benefits, various federal and provincial government programs, dental associations, drug associations, etc.) In the employee group benefits industry, SEB operates as a licensed third party administrator ("TPA") and insurance broker utilizing its software platform to provide "totally hosted PCI compliant supply chain solutions" for managing the complete group benefits business processes between insurers, clients, brokers, consultants, technology service providers and healthcare service providers. In healthcare claims processing, SEB also operates as a systems integrator utilizing its technology platform together with other technologies to provide customized solutions for highly specialized environments (e.g.: travel claims, wellness solutions, pharma co-pay solutions, etc.). The technology and expertise deployed in this healthcare area also allows SEB to provide other related supply chain, systems integration and human resource solutions and services to the same clients.

Forward-Looking Statements

This news release is intended for information purposes only. Statements made in this news release may contain "forward looking" information about the company's future business prospects. These statements while expressed in good faith and believed to have a reasonable basis - are subject to risk and uncertainties that could cause actual results to differ materially from those set forth or implied by such forward looking statements. Investors should consult a professional advisor before making any investment decision.

For further information about SEB, please visit www.seb-inc.com.

For further information about CJL, please visit www.cooksonjamesloyalty.com.

Neither the TSX Venture Exchange nor its Regulation Services Provider (as that term is defined in the policies of the TSX Venture Exchange) accepts responsibility for the adequacy or accuracy of this release.

Employee Health Direct
Susanne Cookson
[email protected]

Employee Health Direct
Cynthia Hastings-James
[email protected]

Smart Employee Benefits Inc.
John McKimm
President/Chief Executive Officer
(416) 460-2817
[email protected]

Smart Employee Benefits Inc.
Shelly Frank
Vice-President, Marketing
(888) 939-8885 x 358
[email protected]

First Canadian Capital Corp.
Dan Boase
416-742-5600 or 1-866-580-8891
[email protected]

First Canadian Capital Corp.
Eric Balog
416-742-5600 or 1-866-580-8891
[email protected]

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