Search Engine Marketing, insights and trends in Pharma

Slide 1: ACROSS HEALTH Customer Innovation. Strategy & Execution

Slide 2: Beverly Smet Senior CRM Consultant Beverly.smet@a-cross.com http://www.a-cross.com/health/beverly_smet

Slide 4: Some initial questions ...  Who is familiar with Search Engine Marketing ?  Who has already invested in Search Engine Marketing ?  Do you intend to increase your SEM budget next year?

Slide 5: Use and evolution of SEM in Europe 75% Source : Forrester Research Inc.

Slide 6: Physician are using search engines as often as consumers True False

Slide 7: Use of Search Engines in a pharma environment When you retrieve general health and pharmaceutical information online, roughly what percent of the time would you say you begin by going to an online search engine and what percentage of the time do you go directly to a known website? 60% 60,00% Search first 66% Go directly to health site Search first Go directly to health site 40% 40,00% 34% European Physicians European physicians European ehealth consumers Source: Taking the Pulse® Europe v7.0 Source: Cybercitizen® Health Europe v7.0

Slide 8: The Battle for Customers Starts on the Search Engines “In Europe, it’s ALL about Google— which dominates with 82% market share, leaving Yahoo (4%), MSN/Live (4%), and Ask (3%) in the dust.”

Slide 9: European Search Marketing spending exceeds 8 billion $ in 2012

Slide 10: Search spend grow at different rates in Europe

Slide 11: Different Search marketing domains  Importance of SEB What do you think SEB stands for ? A/ Search Engine Bidding B/ Search Engine Blogging C/ A brand of electronic devices

Slide 12: SEB

Slide 13: The Search Cyclone How we wish people searched How they really search User enters Keyword keyword Hunting Symptom Clustering User sees Condition search results Awareness Treatment Comparison User visits End at Brand site Patient Experience

Slide 14: SEO and SEA What is Search Engine Optimization?  Search Engine Optimization is a User Experience Optimization.  SEO will ensure that your website is accessible, valuable and credible for the audience you are targeting. -> Better performance in all of the 3 layers : synergetic effect -> Higher position in the natural search engine listings -> Attracting higher number of valuable visitors

Slide 15: Search Engine Results: Organic Listings Also called: natural, unpaid, or algorithmic listings/results

Slide 16: Why Is SEO Important?

Slide 17: The 3 SEO Layers Workflow Improving Credibility Optimizing Content Improving Accessibility

Slide 18: Basic Layer - Improving Accessibility Content x What we see: • Text • Images • Video What search engines • Layout see: • … • No scripts • No content of images • No content of videos • No Flash • … • Only structured content Goal of the Accessibility layer is to ensure that search engines can access every type of content on your website

Slide 19: The 3 SEO Layers Search Engine Optimization Improving Credibility Optimizing Content Improving Accessibility

Slide 20: The Content Optimization Layer To reach high positions on your targeted keywords, you need to make sure that your website is as relevant as possible to those keywords. Important factors:  Use of keywords in titles, descriptions, header elements, etc…  Guiding visitors through your website via meaningful internal linking.  Additional copywriting on existing pages where needed to improve keyword relevancy.  Creating extra content pages where needed.

Slide 21: The 3 SEO Layers Search Engine Optimization Improving Credibility Optimizing Content Improving Accessibility

Slide 22: Building Search Engine Credibility Once a website has optimized code and good written content, there is one big question left: When competing websites have 100% optimized code and equally good content, which one will search engines prefer? The magic word is: Link baiting

Slide 23: Search Engine Credibility - Link baiting Other website What scenario do you think will trigger Other website Other website Other website the highest natural ranking ? Other website Content Other Other Subject X Other website A/ the green scenario website Content Subject X Content Subject X website Other B/ the red scenario Other website C/ the yellow scenario website Content Content Homepage Subject Z Subject Y Other website Content Subject Z Content Other Other Other Subject Y website website website Content Subject Z Other website Other website Other Other website Average website website

Slide 24: Healthcare Challenges of SEO  Content Challenges  Search engines view larger sites and content freshness as more relevant  SEO needs to be considered from the beginning of content development  Keyword Challenges  The best keywords for organic search may not be those you can include on your site  Tagging Challenges  Meta tags face the same approval as site content  Search engines display title and description tags in actual search results

Slide 25: SEA Search Engine Advertising allows websites to gain high positions in search engines without being highly ranked in natural search engine listings. This is realised by buying relevant keywords for your website and paying on a per click basis

Slide 26: Cross websites SEA campaigns offer the opportunity to have your ads appear on relevant websites:  Results in the sponsored links section of SE’s: If you can’t compete here, you can place your add here  Results in the content network:

Slide 27: Ranking Is Important  Lower-ranked ads on the right side attract fewer eyeballs  Click-through rates decrease considerably as ads fall lower in rankings, particularly if ads fall below the fold  If you rank in the top 1-3 spots on Google or Yahoo, you can take advantage of their content networks and greatly increase your reach  Cost-per-Click can change significantly as you decrease in rank 27

Slide 28: Benefits of SEA  Control  When you launch  Bid price and how much you spend  Keyword for which your ad appears  Message the user sees  Immediate results  Low Risk  “Pay-per-click” pricing model: you pay only when a user clicks and NOT per impression  High Impact  High volume and relative lower cost compared with SEO

Slide 29: Healthcare Challenges of SEA  Keyword Selection  Legal and regulatory restrictions may make it difficult to buy popular search terms  Comorbidity terms  Side effects  Related conditions  Use of brands  Text Creative  Creative must include all required language while fitting within limits and guidelines of the search engines  Text listings must be submitted for regulatory approval  Getting the right audience on board  Everybody searches on Google, MSN and Yahoo : how to recruit Drs. ?

Slide 30: Standard SEA Management Step 1: Define your targets  Learning more about your target audience : what are their digital habits ?  Which pages are targeted (based on marketing/ medical education objectives) : “e-call” pages  Which goals should be achieved with the website (newsletter subscriptions, buying a product, printing documentation, etc… ) 1 Target Definition

Slide 31: Standard SEA Management Step 2: Pre-campaign preparation  If necessary, set-up of a webanalytics program  Prepare a list of relevant keywords : IMPORTANCE OF THE LONG TAIL !  Prepare the landing pages : match the ads / keywords as much as possible. This includes  Optimisation of existing content  Writing additional content when necessary The Long Tail 1 2 Popularity Target Campaign preparation Definition Keywords

Slide 32: Standard SEA Management Step 3: Approval and launch of the campaign  When the proposed keywords receive approval, campaigns are launched and watched very closely the first few days to manage keyword pricing and execute initial optimisation  Unwanted websites from the content network are filtered out 1 Target Definition 2 Campaign preparation 3 Approval & Launch 

Slide 33: Standard PPC Management Step 4: Maintenance and reporting  Campaigns should be monitored on a daily basis. This includes:  Ongoing bid management  Competitor analysis  On a monthly basis you should assess :  Quality visitor evolution statistics  Implementation of new opportunities 1 2 3 4 Target Maintenance & Campaign Approval & Reporting Definition preparation Launch

Slide 34: Step 5 : Conversion optimization Attracting more quality visitors to your website is the first step of a successful PPC Campaign. Once a visitor reaches your website, we want to make sure that these visitors are doing exactly what we want them to do… thereby maximising the ROI of your campaign  Conversion 1 2 3 4 5 Target Approval & Maintenance Campaign & Conversion Definition preparation Launch Optimisation Reporting

Slide 35: Advanced SEA Management Advanced Analytics:  Tracking the visitor trough out the website to optimise the conversion funnel  A/B Testing on landing pages

Slide 36: Case about an HIV Disease portal 15$ budget increase Visitor traffic New approach starts here

Slide 37: What do you prefer ? SEO SEA

Slide 38: SEO vs. SEA SEO SEA Increase position in the natural search engine Positioning in the paid search engine listing and listing content network Long term solution Immediate results Content is key for good results Not a lot of content necessary Search Engine visibility can never be Search Engine Visibility guaranteed guaranteed Free listing - Complex and expensive setup and Paid listing - Small startup costs execution Bottom line Recommended for new websites Proven successful track record in driving high Low for new sites vs High cost for existing sites quality visitors to your website Relatively cheap compared to other media (avg 0,07 $ - 0,5$ / click) -> Low $$$ rate !

Slide 39: What about the future ?

Slide 40: Match Digital Strategies to Customer Behavior Search Cyclone Web 1.0 + Web 2.0 Keyword • Disease education sites • Social tagging and answers hunting • General health sites • Health-specific search Symptom • Specific condition sites • Message boards clustering • Assessment Tools • Blogs Condition • Third-party advocacy sites • Wikis awareness • Unbranded condition sites • Message boards Treatment comparison • Brand Web sites • Social communities • Doctor discussion guides Patient • Physician reviews experience • Brand Web sites • Blogs • Doctor discussion guides

Slide 41: Increasing importance of rich and social media as part of the marketing mix In the past 12 months, have you done any of the following activities? Q3.10 Mobile phone SMS/text messaging 85 Watched video clips online 76 Instant messaging 69 Listened to or downloaded audio or music files online 68 Read an online web log or blog 63 Visited an online chat room or message board 62 Played an online or downloaded game 60 Video on demand 18 Subscribed to RSS feed 13 Subscribed to a podcast 10 All Online Europe Source: Cybercitizen® Health Europe v7.0

Slide 42: What get’s most daily page views ? A/ Google.com B/ Yahoo.com C/ Facebook.com D/ Youtube.com

Slide 43: What gets most daily page views ? YouTube + Facebook Page Views > Yahoo! Or Google Massive Transition in the way Search Marketing can be done Alexa Global Traffic – Relative Page Views 10 8 Google.com Daily Page Views (%) Yahoo.com 6 Facebook.com YouTube.com 4 2 0 2002 2003 2004 2005 2006 2007 2008 Source : Alexa Global Traffic as of 12/3/2008

Slide 44: Social Networking – Fast Growth + Low Penetration Worldwide Online Category Growth vs. Penetration Category Penetration (% of Online Users) Visitor Growth by Category (1/07-1/08) Source : comScore ‘Digital World – State of the Internet 3/2008

Slide 45: Online video advertisement exposure Have you ever watched a video advertisement online? Q2.4 81 Yes No 19 All Online Europe Source: Cybercitizen® Health Europe v7.0

Slide 46: YouTube case – Video search Placing HIV video’s with automatic link to the site appearing on YouTube was a great success: • Free posts • Possibility to add specific URL and information • Ideal for gathering extra insights • SUPER viral • Higher clickthrough rates than Adword campaigns (+/- 6%) 46

Slide 47: YouTube is Super Viral

Slide 48: YouTube case – Video Search  Thanks to the analytics feature on YouTube, you can even measure the popularity.  Because of the viral effect, popularity is even increasing....

Slide 49: Google – Vertical Search widget on iGoogle Google’s Custom Search

Slide 50: Peer-to-peer search : use of Communities

Slide 51: Wiki search : Wikipedia  Challenges : - who ? - what ? - the “Wisdom of crowds”/ control

Slide 52: Mobile search Mobile users are more than 2X+ > than internet users !

Slide 54: 10 Tips for Search Engine Marketing 1. Do your keyword research 2. Keep SEM efforts current 3. Sometimes it’s good to be #2 or #3 in the listings 4. Have alternate creative approved for optimization 5. Purchase common misspellings of your brand name 6. Multiple, less searched terms can add up to a lot of volume at very little cost 7. Look past the click 8. Optimize, optimize, optimize 9. Apply learnings from paid search to SEO and vice versa 10. THINK OUT OF THE BOX !

Slide 55: A Facebook healthcare example : WoM

Slide 56: Instant Messaging Offer instant messaging with a branded template to the community on your site:

Slide 57: Endnotes  Stop flirting with search and make a commitment. Most marketers search experience is pretty anemic – lacking keyword volume, structure and sophistication. It’s time to jump on the train and make a serious commitment to own your space in the search engines and maximally benefit from this medium  The Net is the most popular product research medium today, meaning a massive opportunity for marketers  Social networks will really deliver relevant search results. Via Google, trying to find a restaurant in Paris is still a needle in a haystack. What if your search results in a recommendation by friends on facebook?

Slide 58: Win an iPhone !

Slide 59: Thank You ! Beverly Smet Senior CRM consultant Beverly.smet@a-cross.com www.across.com/health/

Slide 60: Healthcare challenges for YouTube  Legal and regulatory restrictions may cause difficulties  Side effects  Related conditions  Use of brands  Text Creative  Creative must include all required language while fitting within limits of a multimedia format  Text listings must be submitted for regulatory approval  Flexibility  While text ads are easy to change, making changes to a multimedia message is more complex and cost-intensive