Website Marketing


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Website Marketing

  1. 1. An Eye-Opening Report On The Simplicity of Website / Internet Marketing<br />1<br />
  2. 2. Internet Marketing Defined...<br />Internet marketing or Internet-based marketing can be defined as the use of the Internet and related digital technologies to achieve marketing objectives and support the modern marketing concept. These technologies include the Corporate Websites, Internet media and other digital media such as wireless mobile media, cable and satellite.<br />In practice, Internet marketing includes the use of a company web site in conjunction with online promotional techniques such as search engines, banner advertising other web sites to acquire new customers and provide services to existing customers that help develop the customer relationship.<br />WEBSITE MARKETING<br />The application of the Internet and Website technologies in conjunction with traditional<br />communications to achieve marketing objective<br />2<br />
  3. 3. Website / Internet Marketing<br />Introduction<br />How significant is Internet marketing to businesses? Today, the answer to this question varies dramatically for different products and markets. The media portrayal of the Internet often suggests that it is merely an alternative for traditional advertising or only of relevance for online purchases of books or CDs. In fact, the Internet can be readily applied to all aspects of marketing communications and can and will need to support the entire marketing process.<br />This first challenge is to transform Corporate Website and to half-heartedly engage in some online activities like banner ads, blogs and a Facebook page with a real plan to meet the customer & EDs objectives, however New initiatives are started and neglected, or focused entirely on the wrong things. As a result, companies miss out. Potential customers - both physicians and patients - don’t get the message, or feel alienated.<br />3<br />Contd…<br />
  4. 4. Website / Internet Marketing<br />Contd…<br />How does it work? In this report, we find out. We examine the Internet as it stands today for physicians, patients and Pharma, and analyze how marketing strategies must change to reflect the times. We watch the evolution of the Internet from a static Web page to an ever-changing social hub and with it, the notions of customer connections. We look at specific tools in the social media age, observing how patients, physicians and businesses in all industries use blogs, social networking, Twitter, YouTube and other new media tools, and develop best practices for their use.<br />4<br />Contd…<br />
  5. 5. Website / Internet Marketing<br />The corporate website and email went mainstream around ten years ago. A fifth of all advertising now online, making the web outrank television. Google has become the starting point for most people researching big decisions, and the combination of bookmarks, blogs and social media have become new tools for navigating and exploring issues. Every offline media business now has a massive online copy of their current and archived content, and the centre of gravity in publishing and broadcasting is shifting to the web. <br />In commerce, early adopter sectors such as insurance, ticketing, book shopping and IT hardware have shifted online almost entirely, while sectors such as real estate, new car sales and job hunting have seen the starting points in the customer journey shift while still retaining face to face contact at later stages. The journey of a customer towards purchase is now blended between traditional and digital channels. <br />5<br />Contd…<br />
  6. 6. Website / Internet Marketing<br />Contd…<br />Direct to customers (DTC) The pharmaceutical industry is simply a microcosm of this wider sea change, and while most pharma brands may have been surprisingly lethargic in embracing these new channels, the same isn’t true for their customers. From India to Latin America, South Africa to Scandinavia, doctors and healthcare professionals have embraced the web and email as a key tool in their everyday working lives. In many markets from North America to Western Europe, patients too have found the web so essential they are as likely to lookup pharma websites or google up their symptoms as they are to ask a pharmacist. The decision-making landscape for pharmaceutical purchases today is unrecognizable compared to 2000. <br />6<br />
  7. 7. Website / Internet Marketing<br />Contd…<br />Brands wanting to connect with patients, prescribers and purchase influencers have no choice but to embrace the new channels, and the given the general backwardness of the pharma sector they may even gain significant competitive advantage by moving quickly – as well as helping them cut costs by reducing their investment in classic channels. <br />In a world where patients turn to Pharma Websites or Google rather than their pharmacist & doctors go to online forums rather than conferences, the conservatism of the pharma industry has come at a heavy price.<br />7<br />
  8. 8. What’s in it for me ?... Website Marketing<br />8<br />Contd…<br />
  9. 9. What’s in it for me ?... Website Marketing<br />Contd…<br />9<br />Contd…<br />
  10. 10. What’s in it for me ?... Website Marketing<br />Contd…<br />10<br />Contd…<br />
  11. 11. What’s in it for me ?... Website Marketing<br />Contd…<br />11<br />Contd…<br />
  12. 12. Facts of Website / Internet Users Worldwide<br /><ul><li> 1.9 billion users worldwide connected in 2010
  13. 13. 220 million users in United States
  14. 14. 823 million Internet users only in Asia
  15. 15. 85 million users in 2010 only in India
  16. 16. Delhi, Karnataka, Maharashtra & Tamil Nadu</li></ul> has maximum number of internet users.<br /><ul><li> Patients with chronic diseases are more</li></ul> more likely to use internet before making<br /> treatment decisions (PEW Research Centre)<br /><ul><li> 58% say the information they found in</li></ul> their last search affected decision on <br /> how to treat an illness or condition<br /><ul><li>61% American adults surf the web for health</li></ul> information<br />1<br />2 Office fédéral de la statistique<br />3 The Social Life of Health Information, June 2009,<br />4 E-patients With a Disability or Chronic Disease, Oct. 2007, Pew internet & American Life project<br />12<br />
  17. 17. Facts of Website / Internet Users India<br />We are a country of Billion People and we have measly 81 million active users<br /><ul><li> 71 million users accessed internet in year </li></ul> 2009, with 50 million “active” users who <br /> accessed it once in every week and 42 <br /> million users active almost every day <br /><ul><li> From 1995 to 2010 the percentage of adults </li></ul> using internet grew from 15% to 85% <br />Base : Mobile Association of India(IAMAI) and IMRB, April 2010<br /> PEW Research Centre 2010<br />13<br />
  18. 18. Facts of Website / Internet Users India<br />All Internet users log on to Internet to Check mail, or search for generic information – with over 87% users checking mail and 80% for general information search. <br />14<br />Base : Mobile Association of India(IAMAI) and IMRB, April 2010<br />
  19. 19. TRENDS<br />Marketing<br />15<br />
  20. 20. Welcome to the age of digital primacy.<br />99% of physicians use the internet in their practices<br />80+% of nurses direct patients to health-related websites<br />50:50 chance that our free time is spent with a computer (vs. a TV)<br />Manhattan Research, Taking the Pulse, 2010<br />Manhattan Research, Taking the Pulse Nurses, 2010<br />Forrester’s 2009<br />16<br />
  21. 21. The web is dead.<br />Long live the internet.<br />17<br />
  22. 22. The web is dead.<br />Long live the internet.<br />As much as we love the open, unfettered Web, we’re abandoning it for simpler, sleeker services that just work. <br />18<br />
  23. 23. Consumers are continually seeking new ways to better manage their personal health and wellness and an ever-growing number of online health sites, support groups, health blogs, podcasts, and other resources are supporting consumers in this process with the click of the mouse or touch of a mobile screen. <br />19<br />
  24. 24. Information Sources Used in the 2009 by Customers<br />INTERNET,<br /> a Natural Progression for Information Delivery to Consumers<br />20<br />Base :1,000 consumers – a representative sample of the U.S. population in terms of age, gender, region, and ethnicity<br />
  25. 25. A Survey demonstrates how Doctors / Individuals use the internet and search in their regular practices<br />Research Objectives<br />21<br />
  26. 26. Number of Interviews:<br /><ul><li>411 Physicians (PCPs / GP, Endo, Cardio and PSY) completed an online </li></ul> survey, including embedded internet search exercises by Hall Partners <br /> and Google Inc.<br /><ul><li> 202 Doctors by Health on Net foundation… </li></ul>By TheodorAndersson, Judith Patterson & Célia Boyer, Executive Director<br /><ul><li> 2000 Individuals By Russell Marketing Research</li></ul>In order to qualify the survey, a physician had to:<br /><ul><li>Be in practice 2 – 30 Years
  27. 27. Spend at least 75% of their time in direct patient care
  28. 28. See a minimum of
  29. 29. 75% patients / week for PCPs/GP/Endo/Cardio
  30. 30. 50 patients / week for Psychiatrists</li></ul>22<br />
  31. 31. 23<br />Physicians says “The Internet is Top Health Resource”<br />of Physicians have used the pharma companies websites or internet to gather health, medical or prescription drug information<br />The internet far exceeds the following resources for <br />gathering health, medical or prescription drug information:<br /><ul><li>Online CME Courses – 78%
  32. 32. Peer Review Journals – 77%
  33. 33. Pharmaceutical Sales representation - 77%
  34. 34. Colleagues – 67%
  35. 35. Books - 56%
  36. 36. Health related organization / association - 54%
  37. 37. Magazines – 35%
  38. 38. Video DVDs – 20%</li></ul>Base: Total Doctors =458<br />
  39. 39. Physicians Access the Internet Across Locations<br />Places Used to Access the Internet for Medical Information<br />Question: In which of the following places do you access the internet to research medical or clinical information? You mentioned that you access the Internet in your office or clinical setting. Specifically, where do you do so? Do you use a mobile device (e.g. cell phone, PDA, Blackberry) to access clinical information? .<br />Base: Total Doctors =411<br />24<br />
  40. 40. Most Physicians Access the Internet Daily<br />Questions: Which of the following best describe how often you use the internet in your clinical practice to gather health medical or prescription drug information? Approximately how many times per week do use search engines to research clinical information? <br />Base: Total Doctors =411 <br />25<br />
  41. 41. Search Engines are the Top Online Resource<br />Potential market to Target Audience<br />Questions: Which of the following online resources do you use to research or gather health, medical or prescription drug information? How useful are the following online resources to you as you research or gather health, medical or prescription drug information?<br />Base: Total Physicians n=411<br />26<br />
  42. 42. Physicians Look for Info on Variety of Topics<br />Reasons for Conducting Online Research<br />General condition Information 75%<br />Information for Patients 61%<br />Information to aid diagnosis 53%<br />Specific Drug Information 77%<br />Treatment side effects 68%<br />Drug safety information 64%<br />New medications 64%<br />Contraindications 59%<br />Medication in Development 45%<br />Clinical trail information 45%<br />Question: For which of the following reasons do you use the internet to research health, medical or prescription drug information?<br />Base: Total Physicians =411 <br />27<br />
  43. 43. Physicians Research on Multiple Websites<br />Base: Physicians who used websites = 389 <br />28<br />
  44. 44. Physicians Research further on Websites<br />29<br />
  45. 45. Physicians Take Action as a Result of Online Research<br />Frequency of Actions Taken as a Result of Online Research<br />Question: How often do you take the following actions as a result of gathering clinical information online? <br />Top 2 box (always/often).<br />Base: Total Physicians =411Source: <br />30<br />
  46. 46. Physicians Believe the Internet is Benefit<br />Question: Using the scale bellow, please indicate how much you agree or disagree with each of the following statements about using the internet in your clinical practice? Top 2 box.<br />Base: Total Physicians =411 <br />31<br />
  47. 47. Which drug do Doctor’s visit the most?...<br />The sites that feature diabetes meds top the list, with Merck’s Januvia garnering the No. 1 ranking and Takeda Pharmaceutical’s Actos finishing second, according to Manhattan Research, which says it conducted an online survey in 2008-2009 of 1,681 docs practicing in the US.<br />Survey : Manhatten Research, 2008, Press release<br />32<br />
  48. 48. Conclusions<br />33<br />
  49. 49. Recommendations<br />34<br />
  50. 50. Recommendations to redesign the Website<br />35<br />
  51. 51. Recommendations to redesign the Website<br />36<br />
  52. 52. Recommendations to redesign the Website<br />37<br />
  53. 53. Innovation and Change in Marketing<br />WEB MARKETING<br />38<br />
  54. 54. Innovation and Change in Marketing<br />When new innovations arrive in business, some sectors adopt them quickly, others more <br />slowly – and when it comes to digital channels, pharmaceutical firms among the slowest <br />of all. We've been tracking the growth of digital marketing since 1995 and the pharmaceutical<br /> industry is a curious anomaly. <br />The combination of big management structures, global frameworks, understandable conservatism and unclear regulation has left pharma marketing five to seven years behind more innovative sectors in the use of the web. From clinicians to administrators, those involved in the purchase process switched to the web, but few pharma brands properly followed. Many rarely reach out beyond their own websites, and most websites remain simple Web 1.0 brochure ware pages that play only a marginal role in the sales conversion process. The result is a massive missed opportunity… <br />39<br />
  55. 55. Innovation and Change in Marketing<br />“Pharmaceutical brands were slow to web marketing. The cautious behavior, combined with uncertainty of regulation, held pharmaceuticals back while marketers in finance, professional services, manufacturing and business services raced ahead online. For the experienced digital marketer this will be a useful checklist, for those new to the web it could revolutionize the communications mix - and for finance directors it could be the key to saving 20% of the marketing budget without any drop in results.”Danny Meadows-Klue, CEO & Chief Analyst<br />“The centre of gravity in marketing is moving to digital channels; pharma and healthcare brands who respond quickly can gain competitive advantage as well as improving the effectiveness of their marketing”<br />40<br />
  56. 56. Website Analytics<br />Some proving facts of Websites <br />A Website Analysis graph which represents the number of visitors visited the website for information<br />Let us take a quick view example<br />41<br />
  57. 57. No. of Website Visitors<br />Total Visitors<br />Total Unique Visitors<br />42<br />
  58. 58. Cipla Website Analyzer<br />No. of Website Visitors<br />Total Visitors<br />Total Unique Visitors<br />43<br />
  59. 59. Other Websites Statistics : Total Individual Visitors Data<br />44<br />Contd…<br />
  60. 60. Other Websites Statistics : Total Individual Visitors Data<br />Contd…<br />45<br />
  61. 61. Companies successfully implemented Website Marketing<br />46<br />
  62. 62. Companies successfully implemented it..<br />47<br />
  63. 63. Companies successfully implemented it..<br />DOCTORS.NET<br />48<br />
  64. 64. Other Companies List…<br />49<br />Contd…<br />
  65. 65. Other Companies List…<br />Contd…<br />50<br />
  66. 66. Internet Marketing Steps<br />The entire concept of Internet marketing is divided into four ladders :<br /><ul><li> Corporate Website
  67. 67. Conversion Optimization
  68. 68. Search Marketing
  69. 69. Social Media Marketing</li></ul>Our 1st Step is to redesign our Website<br />51<br />
  70. 70. Innovation and Change in Marketing<br />52<br />
  71. 71. Projections for the Future<br />It is speculated there will be an increased use of the Internet in the future. Schools are offering computer classes to children of much younger ages, as compared to just a few years ago. As the cost of computers and Internet access decline, more and more consumers will utilize the Internet as an information source. Hence, it will be beneficial for companies to promote their products on the Internet. The Internet can also be called the newest direct-to-consumer advertising tool. As more companies plan to take advantage of the Internet as a marketing tool. The Internet will become more user friendly and Web sites will become easier to access. The internet will contribute to the formation of a globally accessible pharmaceutical industry.<br />53<br />
  72. 72. Thanks<br />Allwyn Fernandes<br />54<br />