eMarketing

Interactive
Workshop
Bob Gear
Insight Interactive Group
P: 215-636-9500
bgear@insightinteractive.com
March 16th-17th
R.J. Lewis
Philadelphia, PA e-Healthcare Solutions
P: (609) 882-8887 ext. 1
rlewis@e-healthcaresolutions.com
1
Introduction

2
Interactive Workshop “Rules”
„ 80/20 Rule is in effect
„ We are facilitators
„ We want to learn from you
„ This is an open forum…bring on questions,
comments and shared experiences
„ Please introduce yourself the first time you
participate
„ If you haven’t had your coffee… go get it

3
Agenda
„ Introductions
„ What is eMarketing?
„ Survey – “The Current State of eMarketing Pharmaceuticals”
„ eMarketing Strategy
„ eMarketing Tactics
„ Perceptual Mapping Exercise - Consumer Advertising Impact Matrix
„ eMail
„ eMarketing Trends & Data
„ Case Study – Unbranded to Branded Conversion
„ Review Survey Results
„ eMarketing Plan Exercise

4
What is eMarketing?

5
eMarketing
Definition

6
E-Marketing Definition
"Achieving marketing objectives through use
of electronic communications technology."

7
 “Customer Centric” e-Marketing
Applying…
Digital technologies which form online channels…
(Web, e-mail, databases, plus mobile/wireless & digital TV)

to…
Contribute to marketing activities aimed at achieving
profitable acquisition and retention of customers
(within a multi-channel buying process and customer lifecycle)

through…
Improving our customer knowledge (of their profiles, behavior, value
and loyalty drivers), then delivering integrated targeted
communications and online services that match their individual needs.

Source: Dave Chaffey, Marketing Insights Limited http://www.davechaffey.com

8
 Survey

The Current State of

eMarketing Pharmaceuticals

9
Compared to 2004, has your
online advertising budget for 2005
increased, decreased, or stayed
the same?

A. Increased
B. Decreased
C. Stayed the Same

10
If your online advertising budget
increased, by what percentage did
your 2005 budget increase?
A. 1% to 5%
B. 6% to 10%
C. 11% to 20%
D. 20% to 30%
E. 31% and above

11
Overall, how satisfied are you with
your online marketing and
advertising performance?
A. Very not satisfied
B. Not satisfied
C. Indifferent
D. Satisfied
E. Very satisfied

12
Do you calculate a return on
investment (ROI) for your online
marketing activities?
A. Yes
B. No

13
Please rate your satisfaction level
with the following forms of Marketing
Satisfaction (1 – 5)
1 = Very Unsatisfied – 5= Very satisfied

Online Banner Advertising

Rich Media Advertising

Search Engine Optimization

Search Pay Per Click

Email Newsletters

E-Detailing

14
Which of the following types of
emarketing do you plan on using
in 2005?
A. Online Banner Advertising
B. Search Engine Optimization
C. Search Pay Per Click
D. Email Newsletters
E. None
F. Other (please specify)

15
Which of the following types of
emarketing do you plan on
dedicating most of your budget to
in 2005?
A. Online Banner Advertising
B. Search Engine Optimization
C. Search Pay Per Click
D. Email Newsletters
E. None
F. Other (please specify)
16
Do you have an unbranded web
site for your product(s)?

A. Yes
B. No

17
Have you ever tried behavioral
targeting, the process of targeting
a consumer based solely on his or
her past web surfing behavior?
A. Yes
B. No

18
Rate the level of challenge you face in
implementing the emarketing programs
that you want?
Satisfaction (1 – 5)
1 = Not Very Challenging – 5= Very Challenging

Senior Management Buy-In

Regulatory Concerns

Lack of Understanding of the Value by Others

Tactical Priorities

Reach

19
If regulations weren’t a factor,
what is the most you would pay a
target doctor for an e-detail?

20
Think of a keyword that would be
very valuable to driving traffic to
your Web site, as well as your
past experience and results.
What is the most you would be
willing to spend per click for your
best performing keywords on
Google or Overture?
21
Do you have both a physician
and a patient on-line
strategy?

„ Yes
„ No

22
When planning physician and patient
on-line strategies, how do the
combined budgets compare to total
eMarketing spend? That is, what
percentage of the budget is dedicated
toward physician and what
percentage is dedicated toward
patient?
„ ___ % Physician
„ ___ % Patient
23
eMarketing Strategy

24
Creating the Strategy
„ Business Goals
… What must the business achieve to be successful
„ Metrics, resources and future considerations
„ Strategy
… Identify the strategies that map directly to the business goals
„ If it doesn’t map back, don’t do it
„ Tactics
… Consider all of the marketing tactics that will need to be considered to
be successful
„ Web site
… Tools and interactive programs
„ Online marketing/advertising
„ Integration with offline activities

25
Product Lifecycle eMarketing Tactics – White Board
Consumer
Pre-Launch Launch Post Launch

26
Product Lifecycle eMarketing Tactics
Consumer
Pre-Launch Launch Post Launch

ƒ Branded Product Website

ƒ Clinical Trial Patient ƒ Loyalty/Compliance
Recruitment ƒ Brand Awareness Program Online and
Programs Offline
ƒ Unbranded Disease
Patient Ed ƒ Branded Disease Patient ƒ CRM Program
Ed
ƒ Unbranded Disease ƒ Post launch safety study
Website ƒ Branded Keyword Buy ƒ Online Advertising
ƒ Unbranded Keyword Buy ƒ Branded Email Newsletter Campaigns and
ƒ Unbranded Email ƒ Online Advertising Promotional Partnerships
Newsletter Campaigns and ƒ Conversion Programs
Promotional Partnerships
ƒ Disease Awareness ƒ Patient Support Programs
Marketing ƒ Search Strategies
ƒ PR Compliment ƒ eCRM
Programs ƒ Adherence Programs
ƒ Database Builds
ƒ Patient Communities
ƒ Refer a Doctor

27
Product Lifecycle eMarketing Tactics - Whiteboard
Health Care Professional
Pre-Launch Launch Post Launch

28
Product Lifecycle eMarketing Tactics
Health Care Professional
Pre-Launch Launch Post Launch

ƒ Product Website for

ƒ KOL Web site ƒ Loyalty/Compliance
Professionals
ƒ Unbranded Disease Program Online and
ƒ Branded Keyword Buy Offline
Website
ƒ Branded HCP Email ƒ CRM Program
ƒ Unbranded Keyword Buy
Newsletter
ƒ Unbranded Email ƒ Post launch safety study
ƒ HCP Online Advertising web site for doctors
Newsletter
Campaigns and
ƒ Disease Awareness ƒ Rep. pull-thru programs
Partnerships
Marketing ƒ eSampling
ƒ eDetailing
ƒ PR Compliment Programs ƒ Literature fulfillment
ƒ Rep. interactive tools
ƒ Franchise Web site
ƒ Convention tools
ƒ Medical Letters Database
ƒ Search Strategies
ƒ eCRM
ƒ Database Builds
ƒ Refer a Doctor

29
Objectives and Product Lifecycle

„ Objectives typically include:

… Education
… Awareness
… Conversion
… Retention/Adherence

„ Product lifecycle will determine which

objective(s) need to be included

30
Education
Description
„ Used for early seeding of a new brand in a new category
„ New science or technology that may not be understood
„ Focused on education around disease treatment in an unbranded format

Web site
„ Create an unbranded Web site to educate on the topic
„ Sponsored areas on third party sites or with associations
„ Provide tools to download, offer ways to find out more and build registration

Online Promotional Activity

„ Key word buys to drive traffic to the site or information center
„ Highly targeted online banners within targeted Websites
„ Handouts from doctors to provide to patients

31
Education

32
Awareness
Description
„ Drive awareness of the brand
„ Get the message to consumers and professionals
„ Focused on generating interest about the product

Web site
„ Clearly describe treatment options and product usage
„ Detailed information on how it works, what to expect and why it use it
„ Provide tools take to the Dr., caregiver information, registration and email

Online Promotional Activity

„ Key word buys to attract targeted visitors
„ Highly targeted online banners within targeted Websites
„ Sponsorships of related disease categories

33
Awareness

34
Conversion
Description
„ Used to get patients to switch or try a new product
„ There needs to be a compelling reason to try the new product
„ Focus on ways to make the switch easier

Web site
„ Site needs to clearly provide benefits of the product
„ What should patients expect if they switch
„ Provide tools to assist them, email programs & how to talk to the Dr., Dr.
locators

Online Promotional Activity

„ Aggressive key word buys to entice patients who may be looking to switch
„ Highly targeted online banners within targeted Websites
„ Possible promotions, rebates or incentives

35
Conversion

36
Retention/Adherence
Description
„ Used to keep patients from switching
„ Help to keep patients compliant with the medication
„ Provides high ROI by protecting market share

Web site
„ Database registration program, with potential segmentation
„ Devise loyalty type offerings to create an ongoing relationship
„ Highly targeted email, member benefits, long-term programs

Online Promotional Activity

„ Internal on-site promotion
„ Highly utilize existing database and segment by product or other variables
„ Registration through the Dr’s office, sample packs or rebates

37
Retention

38
eMarketing Tactics

39
eMarketing Tactics
„ Online advertising
… PortalSponsorships
… Rich Media
… Ad Serving and Tracking Analytics
„ Search engine marketing
… Natural Listing & Paid Inclusion
„ Targeted Delivery
… Contextual targeting
… Behavioral targeting
„ Video advertising and VOD
„ Email marketing

40
Happy 10th Birthday Banner Ads!
„ Bonus Questions
… Who was the first Internet advertiser?
… What was the first ad Campaign?
… What web-site did the first ad appear on?

41
Happy 10th Birthday Banner Ads!

The “First” Internet Banner

Advertisement reportedly
appeared on the Hotwired
web-site and was for AT&T
as part of their "you will" ad
campaign in October 1994

42
Banner Advertising & Sponsorships
„ Portal Advertising
… Yahoo
… MSN
… AOL
„ Ad Networks
… 24/7Real Media
… Max Online/Ask Jeeves
… E-Healthcare Solutions (example of niche network)
„ Disease Verticals
… IBSgroup.org
… SexualHealth.com
… Aids.org
43
Portal Sponsorship Example

44
What do all of these words have in common?
„ Shoshkele „Badboy
„ Yachne „Foldovers
„ Ooqa-Ooqa „Takeovers
„ Shoshmosis „Overlays
„ Shvitzer „Pointroll
„ Fatboy „Eyeblaster
„ Tomboy „InteliTXT
„ Towelboy „Unicast
„Flash

They are all “Rich” Media

45
Rich Media
Rich media is the term used to describe a broad range of interactive digital
media that exhibit dynamic motion. Source: Wikipedia

Rich media is not easily defined by its members; new formats are regularly
being introduced and old formats become part of the mainstream (or disappear
altogether). Source: www.marketingterms.com

…and good rich media includes some form of user interaction and/or data
collection elements within the creative unit itself

46
Rich Media Examples

47
Rich Media performs better for Pharma
Pharmaceutical - Rich Media

• Rich Media ads outperform Non-Rich ads for Brand Awareness, Message Association and Brand
Favorability

Non-Rich Rich Media

10

7.5
8
Average Deltas

5.2 5.5
6

3.9 4
4 3.1 3.2

1.8
2

0
Brand Awareness Message Association Brand Favorability Purchase Intent
Source: Dynamic Logic MarketNorms Q4/03; Overall n=1,234,195, Pharma n=62,662
1

48
Ad Serving and Tracking
3rd Party Ad Serving occurs when an advertisement resides
on a different server than the content server. When the
content page loads, a request is made to the 3rd party ad
server, and an ad is delivered.

Benefits include:
„ Targeting (geo, browser, page/section etc..)
„ Frequency capping
„ Flighting (Smooth, Open, slow delivery)
„ Relative weighting
„ Avoidance of competitive positioning
„ Tracking of all delivery and click activity

49
Ad Serving and Tracking Players
„ 24/7 Real Media „ Falk Ad Solution
„ Doubleclick „ CheckM8

„ Atlas „ Blackfoot
„ Value Ad
„ Accipitor
„ Zedo
„ MediaPlex

50
 Search advertising dollars increased by
$466 million in 2004
1000
900
800 Search
700 Display Ads
$ in Millions

600 Classifieds
Sponsorships
500
Rich Media
400 E-Mail
300 Referrals
200 Slotting Fees
100
0
2003 Q2 2004 Q2
Source: US Internet revenue by category from Interactive Advertising Bureau 2004
51
Google, Yahoo, MSN and AOL get over
90% of all search traffic
Lycos
InfoSpace
As k Je e ve s Othe rs

Excite

AOL Google

M SN
Yahoo

Source: ComScore Media Metrix 2004

52
How can we influence natural search engine
listings?

There are three primary influences on organic or

natural search engine listings:
„ Content – your site needs quality and abundant content that is
focused on a specific topic or niche.

„ Page optimization – each individual page of your site can be

optimized for better results in the search engines.

„ Link Popularity – your site needs hard-coded links pointing to it

from other popular websites in your category.

53
The Do’s and Don’ts of Search Engine
Optimization (SEO)
Do’s
„ Do include lots of unique, valuable content on a focused topic.
„ Do get your site listed in popular online directories (like DMOZ and
Yahoo!) as well as other prominent sites in your category
„ Do make it easy for people to link to your web-site by offering
permissions and “cut-and-past” graphics and links;
„ Do narrow down your keywords into relevant 2-3 word phrases (this
will be helpful when you optimize each page or when you start a PPC
campaign.)
„ Do try to optimize each page of your site for one relevant keyword
phrase.
„ Do use the keyword phrase in your Title Tag.
„ Do use your keyword phrase in at least one heading tag on your page.
„ Do use your keyword phrase at least 3 times per 100 words on your
page (or a keyword frequency of 3%).

54
The Do’s and Don’ts of Search Engine
Optimization (SEO)
Don’ts
„ Don’t use text the same color as the background in order to load your
page with keywords.
„ Don’t fill your Title Tag with words that are unrelated to the page.
„ Don’t beef up your Title Tag with more than 5-6 words. (More focus is
better.)
„ Don’t “over submit” your site with a mass submitter that promises to
get you ranks in 100’s of search engines at a time.
„ Don’t use a mirror site.
„ Don’t use frames or advanced programming unless you have an
experienced SEO specialist who can troubleshoot spidering or
indexing problems.
„ Don’t use “trickery”

55
Interconnectedness of Search Engine Relationships

Source: Bruce Clay’s

Search Engine
Relationship Chart -
bruceclay.com

56
DMoz: “Directory Mozilla”
„ Also know as the “Open Directory Project” or ODP
„ An “open source” project where results are made
freely available
„ Human edited directory compiled by volunteers
„ Many search engines and other directories get part of
their results from DMoz
„ Listings in DMoz can impact your results in multiple
engines
„ Volunteer editors have become powerful as the
primary gatekeepers for adding directory postings

57
The “Arms Race” for better search
is far from over…
Cool Search Engines to Try for yourself:
„ http://a9.com (Amazon)
„ http://www2.blinkx.com (one of the original desktop search
tools)
„ http://www.blinkx.tv/ (search TV)
„ http://www.teoma.com/ (part of Ask Jeeves)
„ http://clusty.com/ (Vivisimo)
„ http://www.jux2.com/ (mixes and compares Google, Yahoo
and Ask Jeeves results with one search)
„ Anyone else have a favorite?
58
Pay-per-Click (PPC) campaigns
„ Takes the mystery out of your site appearing for chosen
keywords
„ Link and description appear in a special area of the search
results called “sponsored listings”
„ You only pay for actual click-thrus to your website
„ Price based on a bidding model affected by the popularity of
keywords and how much you (and others) are willing to bid
„ The two major PPC companies are Google Adwords and Yahoo
(Overture). Other companies include Quigo, Kanoodle,
FindWhat, Search123, and Espotting
„ “Click fraud” is estimated to be as high as 20% (source: CNet).
Most estimate fall in the 15-20% range

59
PPC – Google Adwords Example

60
PPC – Google Adwords Report

61
PPC – Choosing Keywords (WordTracker)

62
 SEO must be Carefully Documented and
Thoroughly Analyzed

„ Document all changes so you know what works and what doesn’t
„ Analyze weekly
„ Analytic Benchmarks:
‰ Internal web-logs
‰ Google Page Rank
‰ Alexa Rank
‰ comScore Media Metrix
‰ Nielsen Netratings
‰ Link Popularity Checks
‰ Keyword Reports
‰ Unique Visitors/SE Visitors
‰ Conversion Ratios (if applicable)

63
Contextual Targeting Defined
Advertising on a Web site that is targeted
to the specific individual who is visiting the
Web site. A contextual ad system scans
the text of a Web site for keywords and
returns ads to the Web page based on
what the user is viewing, either through
ads placed on the page or pop-up ads.
Source: www.webopedia.com

64
ConTEXTual?
Many on-line ads are contextual.

“Contextual advertising” is often thought to

be only “text-based” ads but it includes all
content-targeted forms of ad delivery.

65
Contextual Targeting Players
„ Google (Adsense, Sprinks, etc..)
„ Yahoo (overture)
Then everybody else….
… Quigo
… ContextWeb
… Kanoodle
… Findwhat
… Claria (Gator)
… BidClix
… Etc….

66
Behavioral Targeting Defined
Advertising that is targeted to a cluster of
individuals defined by a common set of previous
behavior. The variables used to define an
audience cluster may range from few to many
and from simple to complex. Patterns used for
segmentation may include:
… Previous web content visited (recency & frequency)
… Registration or polling data
… 3rd party information (demographics or other
appended data)
… Ad serving data

67
Behavioral Targeting Case Study
‰Dallas Mitsubishi car dealer

‰Contextual Targeting: Delivered ads in automotive

section on DallasNews.com

‰Behavioral Targeting: Delivered the same ads to the

unique visitors who exhibited the behavior of previous visits
to the automotive section, when they later returned to
DallasNews.com (even if they were outside the automotive
area on return visits).

68
Behavioral Targeting Case Study
According to Belo Interactive, which oversees DallasNews.com:

‰Response rate among the target audience was 7.7 percent

(as compared to the national average of 0.33 percent).

‰Ad campaign on DallasNews.com played a part in:

‰ Doubling the number of credit applications the dealership received
‰ Increasing the number of online searches by 17 percent
‰ Generating 44 percent of the total phone calls into the dealership, at a
time when several other automotive promotions were running in other
media.
Source: Behavioral Targeting 101, iMedia Connection April 28, 2004

69
Behavioral Targeting Players
„ Tacoda
„ Revenue Science
„ 24/7 Real Media
„ Accipiter
„ Advertising.com
„ aQuantive (DrivePM)

70
Behavioral Targeting
„ Behavioral Targeting and Audience Segmentation…
…A pharmaceutical marketer’s dream? Or nightmare?
„ Is it appropriate “conduct” for Pharmaceutical markers to
engage in behavioral targeting?
„ Is there a “line drawing” problem in our industry?
„ What about for medical publishers leveraging behavioral
profiles across different web-sites?
„ Is it acceptable for targeting our high-decile physicians?
„ Experiences? Examples?

71
Video Advertising (on-line)
„ A relatively small $121 Million dollar market in 2004
… Just 1.3% of the whole $9.5 Billion on-line advertising market
… Just 0.1% of the whole $250 Billion U.S. Ad Market

But…Broadband is exploding
„ Jupiter predicts a 64% spending increase in 2005
„ Online Publishers Association (OPA) found that:
… 51% of Internet users watch at least one video clip per month
… 27% watch at least one per week
„ “Video Watcher” demographic is desirable
… 23% have incomes >$100,000
… 76% have broadband at home
„ What are they watching?
Source: ClickZ, Realities of online
… News clips (66%) video advertising February 9, 2005
… Movies & movie trailers (49%)
72
Perceptual Mapping
Consumer Advertising Impact Matrix

73
 Consumer Health Online Marketing & Advertising
Matrix
Low Cost Per
Lead

High Cost Per

Lead

Low Brand Impact High Brand Impact

74
Consumer Health Online Marketing &
Advertising Matrix
Disease State Web site - banner

Search Engine Marketing - Paid

Email Marketing – 3rd Party List

Contextual Advertising

Portal Advertising - banner

Search Engine Marketing - Natural

Portal Advertising – rich media

Behavioral Advertising
Health Portal Advertising

75
 Consumer Health Online Marketing & Advertising
Matrix
Low Cost Per Search Engine
Lead Marketing - CPC Networks
Natural

Search Engine Disease State

Marketing - Paid Web site -
Contextual banner
Advertising

Health Portal Behavioral

Advertising
Advertising

Portal
Advertising –
rich media
Portal
Email Marketing
Advertising -
High Cost Per – 3rd Party List
banner
Lead

Low Brand Impact High Brand Impact

76
E-mail

77
 Choosing an E-Mail Platform

‰ Choose your email platform carefully

‰ Choose a “white-listed” platform (non-spammer status)
‰ Choose a platform that can automatically and
appropriately handle bounces
‰ Choose a platform with complete tracking capabilities
‰ Choose a platform that will allow for audience
segmentation

78
Important Features of an Email Platform

Your email platform should…

„ Allow the look and feel of your newsletter to match your current
site or literature to maintain brand recognition
„ Allow you to track all links and/or advertisements
„ Automatically handle the management of bounces and cleaning
of the email list
„ Include a “Refer-a-friend” or a similar feature to encourage list
growth
„ Allow you to send a series of targeted emails to different groups
of subscribers based on preferences or past behaviors (“Event
driven”)
„ Include dynamic content capability for personalization
„ Be white-listed and offer continuous relationship management
with all major ISPs (have non-spammer status)

79
E-Mail Publishing Success Tips
‰ Create a look and feel for your newsletter that matches your
brand
‰ Use original relevant content in your newsletter to keep your
subscribers interested and wanting more
‰ Maintain a strict publication schedule so that your subscribers
know they can count on your information
‰ Archive your newsletter on your web site. It’s a great way to
continue to update your site with unique, focused content
‰ Use a template with relevant sections that your subscribers look
forward to each and every mailing
‰ Put a “subscribe” box on every page of your web-site
‰ Collect email addresses off-line
‰ Respect Privacy and comply with CAN-SPAM!

80
E-mail Marketing Players
„ Doubleclick „ Emma
„ Skylist „ Listrak
„ Silver Pop „ Bluehornet
„ Exact Target „ Mailer Mailer
„ Bigfoot „ Digital Impact
„ Cheetah Mail „ Constant Contact
„ What Counts „ EmailLabs
„ …Etc…
81
Trends & Data

82
DTC Spending
„ DTC spend increased by 30% in 2004
„ Within the major classes the increase was 48%
„ In 2004, DTC believability reached an impressive 57%
„ Awareness of TV advertising grew substantially in the past year from
69% to 89%
… Awareness of magazine advertising dropped from 31% to 17%
… Awareness of promotions in the doctor’s office fell from 17% to
11%
„ The Internet increased its importance as a secondary source of
awareness
„ 33% of those who contacted their physicians after seeing an ad, first
visited the Internet
… “The use of online sources of information is already far
exceeding the historical usage of 800 numbers.”
„ 66% of patients request a prescription for the advertised product
… Physicians comply with those requests 67% of the time
2005 - NOP World Health’s latest DTC Monitor™ Study.

83
Top 10 Internet Trends
1. In America, The Digital Divide Is Closing, But Is Not Yet Closed As New
Divides Emerge
2. The Media Habits Of The Nation Have Changed, And Continue To
Change
3. The Credibility Of The Internet Is Dropping
4. We Have Just Begun to See the Changes to Come in Buying Online
5. The “Geek-Nerd” Perception Of The Internet Is Dead
6. Privacy And Security: Concerns Remain, But The High Levels Are
Changing
7. The Internet Has Become The Number One Source For Information For
Internet Users
8. The Benefits – and Drawbacks – Of The Internet For Children Are Still
Coming Into Focus
9. E-mail: “E-Nuff” Already?
10. Broadband Will Change Everything – Again
Source: The Center for the Digital Future
84
Trends Impacting eMarketing
„ Blog Revolution
„ RSS Feeds
„ Video (and other Bandwidth Intensive
Apps)
„ Search
„ Behavioral Targeting
„ Contextual Targeting
„ eMail Marketing

85
Case Study
Direct to Consumer Unbranded
to Branded Conversion

86
Conversion from Unbranded to Branded
Challenge
„ Brand extension as a result of new FDA approval
… No competition for maintenance indication
… Many patients were misdiagnosed for condition
„ Participated in extensive brand team research among patients uncovering
psychographic and demographic insights along with critical wants/needs
„ Led an in-depth analysis of the online behavior of patients suffering from
condition to determine:
… Lack of quality information online
„ Most information was for other misdiagnosed disease

„ Most sites were homegrown, nothing credible

„ Chat rooms were extremely active

„ Patients were extremely aggressive about their disease and the

information they want
„ Research showed that the nature of disease and treatment called for the
need to create a long term relationship with patient

87
Conversion from Unbranded to Branded
Solution
Create an innovative marketing communication program that enhanced
the ability to connect with key patients. This was accomplished by:
† Engaging patients with a survey to actively participate in the building
of a credible unbranded disease-state.com
† The initial tagline was “Site for you, built by you”
† Leveraging unbranded environment to seed market and capture
qualified names that ultimately migrate to a branded relationship

88
Conversion from Unbranded to Branded
Solution
„ Unbranded disease.com built from user provided feedback
„ Online media targeted within relevant disease state information
… Syndicated research
… Search engines keyword buy
… Ad units in targeted content areas to reach mis-diagnosed
patients
… Third party directly related health partnership

89
Creative Ad Units and Key Words to engage potential
patients to participate in survey sitelet
Survey Sitelet:
Engage patients to actively participate Key Word
in the building of Disease.com Search:

Welcome to Disease.com
Creative Ads:
Make your opinion Count
New site
for
“disease
” Info
Coming

Can’t find
info on
“disease”
?
Do you currently have ….

Go to:
What information would you like to Email
see …. Database
www.dise
ase.com
Disease Information
You can
Coping Tools
join with
others to Patient Stories For Conversion
build a Treatment Options Opportunity at Launch
site with
Current Medical Studies
the
informati
on you
want

90
Building the relationship with the consumer
Survey
respondents asked Unbranded Web site
to be told when the was built based on the
new site was ready consumer feedback on
what they wanted

Email
Database Welcome to Disease.com Email
Database

Dear Consumer,
Visit our
disease.com Web Unbranded site with
site for new emphasis on data
information on your capture for
disease. relationship marketing
Visit
www.disease.com

91
Consumers were given the opportunity to opt-in for
information regarding new treatments
Unbranded
Database Used to Brand.com Web Site:
Drive Traffic to the
branded site Once the product was approved.
Consumers were informed of the new
treatment Web site.

Email Welcome to Brand.com

Database

Dear Consumer,
Visit our
brand.com Web
site for new
treatment for
your disease.
Visit
www.brand.com

92
Conversion from Unbranded to Branded

Results
• __% of visitors completed the survey
• __% of those opt-ed into the unbranded database
• __% of those converted into the branded database
• __% from branded database went on drug

93
Conversion from Unbranded to Branded

Results
• 32% of visitors completed the survey
• 90% of those opt-ed into the unbranded database
• 36% of those converted into the branded database
• 14% from branded database went on drug
• Patient perceived offering as valuable
• Patients are more likely to participate and share information if payoff
is evident
• Site continues to drive value post-launch. Last year approximately
150,000 visits to the unbranded site.
• The 2005 objective is to convert the names in the unbranded
database to receiving branded messages

94
Review Pharmaceutical
eMarketing Survey
Results

95
2005 Budget
Compared to 2004, has your online advertising budget for
2005 increased, decreased, or stayed the same?

70%
Increased 57%

7%
Decreased 15%

23%
Stayed the same 28%

96
2005 Budget (Increase)
By what percentage did your 2005 budget increase?

1% to 5% 7%

6% to 10% 22%

11% to 20% 7%

20% to 30% 22%

31% and above 41%

97
2005 Budget (Increase) Workshop Response

By what percentage did your 2005 budget increase?

1% to 5% 13%

6% to 10%0%

11% to 20%0%

20% to 30% 50%

31% and above 38%

98
2005 Budget (Decrease)
By what percentage did your 2005 budget decrease?

1% to 5%0%

6% to 10% 60%

11% to 20% 40%

20% to 30%0%

31% and above0%

99
2005 Budget (Decrease) Workshop Response

By what percentage did your 2005 budget decrease?

1% to 5%0%

6% to 10% 100%

11% to 20%0%

20% to 30%0%

31% and above0%

100
Satisfaction with online marketing and advertising
performance
Overall, how satisfied are you with your online marketing
and advertising performance?

Workshop 0% 14% 36% 50% 0%

Online 20% 18% 18% 20% 23%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Not Very Satisfied Not Satisfied No feeling Satisfied Very Satisfied

101
ROI
Do you calculate a return on investment (ROI) for your
online marketing activities?

62%

Yes
71%

38%

No
29%

102
Satisfaction with forms of online marketing
Please rate your satisfaction level with the following forms
of Marketing

E-Detailing

Search Engine Optimization

Search Pay Per Click

Email Newsletters

Online Banner Advertising

Rich Media Advertising

0% 20% 40% 60% 80% 100%

1 - Not Very Satisfied 2 - Not Satisfied 3 - Neutral 4 - Satisified 5 - Very Satisfied

103
Satisfaction with forms of online marketing
Please rate your satisfaction level with the following forms
of Marketing
Workshop Response

E-Detailing

Search Engine Optimization

Search Pay Per Click

Email Newsletters

Online Banner Advertising

Rich Media Advertising

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

1 - Not Very Satisfied 2 - Not Satisfied 3 - Neutral 4 - Satisified 5 - Very Satisfied

104
Types of emarketing in 2005
Which of the following types of emarketing do you plan on
using in 2005?

50%
Search Engine Optimization 59%

86%
Email Newsletters 55%

71%
Online Banner Advertising 50%

50%
Search Pay Per Click 41%

14%
Other 23%

0%
None 9%

105
Types of emarketing in 2005
Which of the following types of emarketing do you plan on
dedicating most of your budget to in 2005?

21%
Search Pay Per Click 27%

29%
Online Banner Advertising 18%

50%
Email Newsletters 18%

14%
Other 14%

Search Engine 64%

Optimization 14%

0%
N/A 9%

106
Unbranded Web Site
Do you have an unbranded web site for your product(s)?

21%

No
50%

79%

Yes
50%

107
Behavioral Targeting
Have you ever tried behavioral targeting, the process of
targeting a consumer based solely on his or her past web
surfing behavior?

No
64%

7%

Yes
36%

108
Behavioral Targeting
Do you think you will try behavioral targeting?

23%

No
50%

76%

Yes
50%

109
Challenges in implementing emarketing programs
Rate the level of challenge you face in implementing the
emarketing programs that you want?

Regulatory Concerns

Lack of Understanding
by Others

Reach

Tactical Priorities

Senior Management
Buy-In

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

N/A Not Very Challenging Not Challenging Indifferent Challenging Very Challenging

110
Challenges in implementing emarketing programs
Rate the level of challenge you face in implementing the
emarketing programs that you want? Workshop Response

Regulatory Concerns

Lack of Understanding
by Others

Reach

Tactical Priorities

Senior Management Buy-

In

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

N/A Not Very Challenging Not Challenging Indifferent Challenging Very Challenging

111
What is the most you would pay a target doctor for
an e-detail?

„ 3 - $25
„ 2 - $100
„ 1 - $2000
Workshop
„ $00
„ $00

112
What is the most you would be willing to spend per
click for your best performing keywords?

„ .15 .25 .30 .95

„ $1 $3 $10 $15
„ $50
„ 3 - Free
Workshop

113
What percentage of the budget is dedicated
towards physician and what percentage is
dedicated towards patient?
„ Average 32% Physicians / 68% Patients
Workshop
„ %

114
Patient/Physician Strategy
Do you have both a physician and a patient on-line strategy?

20%

No
50%

20%

Yes
50%

115
eMarketing Plan Exercise

116
Review Exercise
„ Market
… 1st Market with new inhaler technology
… Primary target Women 25 - 54
„ Product
… Allergy
… Budget $80M / $4M for online (including web site development)
„ Challenge – Allocate a budget for each
… Define core functionality of web site
… Develop a media plan
… Devise online advertising creative strategy

Campaign Targeting Allergy Sufferers

Media W25-54 Allergy ROS Targeted Sponsorship
Reach Sufferer CPM Content CPM
Reach CPM
iVillage 8.4 6.2 $10.00 $25.00 $35.00
Oprah.com 6.5 4.7 $10.00 $30.00 $35.00
WebMD 10.1 9.8 $20.00 $30.00 $50.00
AllAllergy.net 0.1 0.1 $20.00 $20.00 $25.00
HealthCentral 0.5 0.6 $10.00 $20.00 $25.00
Weather.com 36.9 40.0 $5.00 $15.00 $30.00
Accuweather 6.2 7.3 $2.00 $10.00 $25.00
AOL 59.5 63.2 $5.00 $20.00 $30.00
Yahoo 64.7 65.6 $5.00 $15.00 $30.00
e-Healthcare Solutions Network 0.5 0.5 $10.00 $25.00 $30.00

117
eMarketing Resources
(Pharma or General)
Please list three on-line resources or email newsletters you rely on for
providing information, news or statistics to assist you in your role as a
marketer:

118
eMarketing Resources
Both Pharma-specific and General
„ http://www.clickz.com/stats/sectors/healthcare/
„ http://www.ihealthbeat.org/
„ http://www.epharm5.com/
„ http://www.evaliant.net
„ http://www.shadowtv.com
„ http://www.doubleclick.com/us/knowledge_central/
„ http://www.iab.net/
„ http://www.imediaconnection.com/
„ http://searchenginewatch.com
„ http://publications.mediapost.com
„ http://www.online-publishers.org
„ http://www.emarketer.com/
„ http://www.comscore.com/metrix/
„ http://www.answers.com/

119