iProspect eBook: SEO Best Practices for Pharmaceutical Brands

THE THREE-PART PRESCRIPTIONFOR SUCCESSFUL NATURAL SEARCH: SEO Best Practices for Pharmaceutical Brands

Table of Contents What You Need to Know YOUR CUSTOMERS ARE ONLINE.What You Need to Know . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 01 ! In the U.S. alone, nearly 75% of the entire populationAbout This E-Book . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 05 is active on the Internet – more than half of them viaSEO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 09 high-speed connections1 .Study Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 ! Between January 2010 and January 2011, visits toKeywords . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 U.S. health-related sites increased from 54% to 68% of Internet users, clocking in at 143 million unique visits2 .Presentation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 ! Recent studies indicate that searching for specificContent . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30 information is a primary online activity for over ! !Challenges & Misconceptions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38 80% of Internet users3.Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42 ! A report on industry-specific tasks found that over ! !About iProspect . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45 half of their 27,522 respondents use the Internet toAppendix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46 research pharmaceutical products specifically3. 1 “Internet Usage in the United States” (NAS Recruitment Communications: 2009). . 2 “Fifth Annual Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry” (comScore: March, 2011). . 3 “Digital World, Digital Life” (TNS: December, 2008) . 01

What You Need to Know What You Need to KnowSEARCH ENGINE OPTIMIZATION IS A CRITICAL PART SEO FOR PHARMACEUTICAL BRANDSOF YOUR OVERALL DIGITAL PERFORMANCE. REQUIRES SPECIALIZED EXPERTISE.Successful online marketing is more than a Within the context of this eco-system, SEO As a pharmaceutical marketer, you deal with brand, medical, and legal reviews that can tiecollection of disparate, add-on tactics. It is an captures qualified users when they demonstrate logistical and regulatory factors that other campaigns up for so long that the rules haveever-evolving eco-system that supports and demand by inputting a search term, driving industries don’t need to consider. You must be changed by the time you’re ready to launch.complements all your other branding efforts. traffic, helping engage visitors, and cultivating conversant in current best marketing practices How you leverage SEO requires similar, deeper brand relationships. AND recent FDA rulings AND pharmaceutical industry-specific knowledge and diligence. trends. You routinely have to navigate a maze of S E O02 03

About This E-Book iProspect’s Health Sciences team has more This e-book provides a summary of actionable But… than a decade of industry-specific experience insights from our recent study on the natural in performance-based digital marketing, (also called non-sponsored or organic) search including SEO, paid search, social media behaviors of consumers and healthcare strategy, behavioral and geo-targeting, practitioners (HCPs). attribution modeling, and other related services. Our research was inspired by the consistent you don’t need to correlation we’d seen between site optimization work and an increase in our clients natural do it all on your own. traffic. The study was designed to help us provide our clients with greater clarity and detail around how to maximize that organic traffic. We’re here to help you master that expertise.04 05

About This E-Book About This E-BookWe were also intrigued by an industry benchmark had the strongest impact for patients with a Based on the results of our study, we havestudy from comScore1 that highlighted the 15.6-point lift.” In addition, iProspect research compiled a three-part “prescription”ofimportance of natural search in driving shows that more than 70 percent of clicks on strategic and tactical recommendations:qualified traffic: “Natural search-referred traffic search results pages are on organic (vs. paid)had the strongest impact for prospects with an search results. This E-Book Will Give You:11.5-point lift, and non-referred organic traffic Keywords 1. A better understanding of what influences natural search for Presentation iProspect research shows that more health-related information. 2. Immediately applicable, than 70% of clicks on search results Content industry-specific, data-driven action items that can deliver pages are on organic (vs. paid) real benefits. search results.1 “Fifth Annual Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry” (comScore: March, 2011). .06 07

no SEO – A Powerful Remedy for Your Marketing Ails The ultimate goal of marketing is to influence where to find you, what you’re offering, and decisions. Before you can create influence, why your product is the best solution for their There are your audience needs to know who you are, or their patient’s needs. but SEO is a powerful remedy S for many marketing ailments. E O08 09

SEO – A Powerful Remedy for Your Marketing Ails SEO – A Powerful Remedy for Your Marketing AilsThe key to favorable brand opinions: Though offline marketing creates awareness, SMART SEO CAN HELP IN MANY AREAS:According to the comScore study, site visitation engaging prospects with more detailed ! Brand awareness: Visibility in search engine ! Brand protection: Compromises to brandhad the greatest impact on brand favorability information (via a branded website) is what results across a wide variety of keyword integrity are minimized with high search(providing 16.9 and 15.6 point lifts respectively increases favorability. SEO helps you create phrases helps increase direct and peripheral ranking. Instead of visiting inaccurate orfor prospects and patients1). that opportunity to engage. brand awareness with the appropriate, competitive sites, searchers will visit your “information-seeking” audience. site where you control the messaging ! Site traffic: Prominent placement in search and ensure that accurate information results obviously helps to increase site traffic, is being published. bringing your audience into direct contact Each of these benefits supports your ultimate with your content – branded or non-branded. goals of customer acquisition and retention. ! Visitor engagement: Strong SEO extends Before we delve into a tactical overview of how beyond keywords to encompass the entire to reap these benefits, let’s take a quick look user experience including content and at the data behind our recommendations. presentation. These elements are critical to transform awareness into favorability.1 “Fifth Annual Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry” (comScore: March, 2011). .10 11

Methodology – Behind the Counter Methodology – Behind the Counter Over the 13-month period between Based on the information sample analyzed, the we normalized the data set to help identify January 2010 and January 2011, we collected bulk of the data reflects consumer interaction key strategies searchers use for seeking data on the search behavior of users visiting with branded websites. To offset this bias, health-related information. 91 39 unique pharmaceutical sites. The classification of these sites breaks down as follows: % of all queries resulted in visits to branded websites, Website Nature which translates into… 92 Consumer HCP Branded 22 9 % of all thethe study belonging views in visits and page Non-Branded 7 1 to branded websites. Across the 39 websites, searchers input close to 138,000 unique query phrases, resulting in roughly 2.218M total visits and 4.998M corresponding page views.12 13

Methodology – Behind the CounterTo give the data a more granular level of detail, we lookedclosely at different classifications of query phrases as follows: ! Branded vs. Non-Branded ! Inclusion of words indicating interest in: ! Treatment solutions (use information) ! Disease state Keywords ! Disease symptoms ! Cost of treatment/medication ! Side-effects ! Word lengthBased on our analysis of the trends reflected inthe data, we compiled the following collection ofSEO best practices for pharmaceutical brands.14

Keywords – Learning the Local Language Keywords – Learning the Local LanguageBefore the Internet, people “searched” for information on The challenge for the pharmaceuticaldiseases and treatments exclusively via traditional channels: marketer is anticipating which search terms ! Print resources (reference books and medical journals) consumers and HCPs will use and ensuring that your site ranks well for those keywords. ! Professional resources (doctors and pharmacists) The first step is to gain an understanding of ! Personal resources (friends and family) your audience’s language. Just like the pharmacist who must be fluent in the nuances Today, online queries that drive searchers to of the local dialect and culture, you must disease-specific branded and non-branded become intimately familiar with the words websites, forums and communities, and and phrases your audiences use to search. general medical information sites (such as WebMD) complement those traditional search Differences in Dialect methods. Instead of visiting the local pharmacist, a patient or caretaker may now The pharmaceutical brand has two, distinct audiences – To learn more about how professionals are searching for consumers and HCPs. Though these two groups share some information relevant to your brand, take a look at which enter a string of relevant keywords into a common language, they each also have their own, role-specific keywords currently drive traffic to your HCP site and search engine. Instead of waiting for the next vocabulary. HCPs, not surprisingly, will be more likely to use investigate HCP-focused meta-studies by industry analysts pharmaceutical sales representative visit, HCPs technical medical terms. In addition, the “intention” of their (Forrester, Manhattan Research, comScore, etc.). queries may be very different and include phrases like “writing are also visiting search engines. a prescription for …” and “supporting patients with …”16 17

Keywords – Learning the Local Language Keywords – Understanding Query Construction – Part 1ACTION ITEM: FIVE WAYS TO FIND THE RIGHT WORDS To help us understand how searchers string ? ? ? ? ? ? ? ? ? ? ? ? keywords together in a natural search query,1. In-house Demographic Research: 4. Research Studies: we looked at two factors: query length andStart with what you have learned about your Industry studies on aggregated search behavior query topic.audience – gender, age, education level, (from companies like Forrester, Manhattanlanguage they report using. Research, and the Pew Internet Project) are a great place to learn about overall search trends. QUERY LENGTH2. Online Data Sources:In addition to research, resources like comScore 5. Current Traffic Data: Query length is a proxy indicating users are However, the impact of short vs. long queriesand Google’s Keyword and Insights tools can Look at which terms and phrases are currently searching for additional information (shorter on total website traffic shows that less thanhelp you find related keywords and see trends driving traffic to your sites. queries are typically navigational or transactional 25 percent of branded site traffic is driven byin usage. in nature)1 In our sample, the majority (over 80 . long queries. In contrast traffic to non-branded Once you have a sense of the keywords in play percent) of query phrases driving natural search sites is split pretty evenly between long and3. Related websites: for your brand, step two is looking at how traffic to websites were long (three words or short queries (49 percent and 51 percentMine related websites for keyword patterns. your audience uses those words in queries. more) whether the website destination site was respectively). The logical assumption is thatAdvocacy websites, user forums, influencer blogs, branded or non-branded. This would indicate searchers query using brand names (typically notand social platforms like Facebook and Twitter that searchers are looking for specific information more than two words long) when looking forcan provide important, “Real World” data on how using more detailed queries. branded information.people talk about topics relevant to your brand.18 19

Keywords – Understanding Query Construction – Part 1 Keywords – Understanding Query Construction – Part 2 QUERY TOPIC Queries Driving to Branded Sites Stroke Treatment Medicine Not surprisingly, we found that branded queries drove the vast majority of traffic to Long Queries – branded sites – close to 84 percent of total With or Without Non-Branded visits. Also not surprising was the fact that Brand Name Queries How Many Words Does it Take? close to 77 percent of all visits to non-branded (16% of overall traffic) (Fig. 2 in appendix) Average query length in all search scenarios is between three and four words (approximately 22 characters). This average websites result from queries – both long and (Fig. 1 in appendix) applies irrespective of the search objective or website category – branded vs. non-branded, consumer vs. HCP, etc. – short – intended to help the searcher learn and showed negligible variance over the course of the 13-month study. (See appendix Figure #3 for additional detail.) more about certain diseases or ailments. Disease state (4%) Disease state (35%) Examples of Short vs. Long Queries: Short: Short-tail vs. Long-tail Digging beyond these expected outcomes, " Heart disease Long-tail keywords are terms that are longer than three we took a closer look at the breakdown of Side-effects (4%) Solution (16%) " Stroke treatment to four words, and are typically less frequently searched. non-branded queries that drive traffic to Migraine symptoms This means competition for top rank in search results for branded sites. Solution (4%) Symptoms (6%) " " Plavix these words is less fierce than for more popular, short-tail Long: keywords. Although, individually, they do not represent " Heart disease treatment men over 65 a large percentage of site traffic, long-tail keywords and Cost (3%) Cost (4%) " Stroke treatment comparisons and compatibility phrases should not be overlooked. Collectively they can " Migraine symptom frequency and duration drive a respectable amount of traffic, and can indicate " Orencia for active women over 40 non-smoking the searcher is further down the conversion funnel. Symptoms (1%) Side-effects (1%)20 21

Keywords – Understanding Query Construction – Part 2 Keywords – Understanding Query Construction – Part 2We found that there is a significant audience formulate their queries, it’s clear that these ACTION ITEMS:that is eager to learn more about not only the consumers are looking for information on 1. Look at which keywords and phrases are In addition to giving you a more accuratetreatment, but also the disease via branded both the disease and the drug. driving traffic to your site(s). Pay attention to sense of the keywords your audience is using,websites. Based on the keywords used to how the following impact traffic: this audit will help you identify opportunities a. Long, detailed queries to target additional, long-tail keywords that (often non-branded) vs. short, can drive incremental traffic. Combining a (typically branded) queries – wider variety of strategically targeted how are people finding you? keywords will give your brand greater visibility in search results and bring more Arthritis b. Different query topics – visitors to your site. Now, it’s time to make a Allergies Blood what are people hoping to learn Pressure Crohns Disease good impression. Adderall Heart Disease Meds Pink Eye Symptoms Meds on your site? 2. Compare your findings against your existing keyword list. Is it a match, or are there gaps? Is there an opportunity to create additional content that could help meet searchers’ needs, and provide additional visibility in search results?22 23

Presentation – It Matters Getting your audience to your virtual front door If visitors to your site return quickly to search – your website – is only the first part of our results without reading your content, search prescription for SEO success. Once your engines will assume that your content was not prospects arrive, you have a limited opportunity relevant or appealing. This will hurt your visibility to make a favorable impression. Good in natural search. To increase the chances a presentation, an oft-overlooked but important visitor will read your content, your site must be: component of SEO, falls into two categories: ! Professional – Inspiring trust is especially aesthetics and usability.Presentation important for pharmaceutical brands. Don’t let subtle cues like shoddy design raise AESTHETICS subconscious red flags in the prospect’s mind. No matter what people may say, it’s human ! Proofed – Errors in grammar, facts, or links nature to judge books, people, and brands by erode the prospect’s opinion of your brand. Pay their “covers.” If you think of your website as the attention to details. digital equivalent of a brick-and-mortar ! Inviting – A clean, uncluttered page layout pharmacy, it’s easy to see the importance of welcomes visitors and encourages them to aesthetics. After all, which would you prefer to navigate deeper into the site. visit - a well-built, beautifully designed, neat, clean store; or a run down one? 25

Presentation – It Matters Presentation – It MattersACTION ITEM: ADVANCED, BEHIND-THE-SCENES TIPSCreate a “report card” for your site’s page? What about the quick tips? Compare Your “presentation” includes a lot of unseen ! Optimize your URLs using key search termsaesthetic presentation. How does it measure your site to your competitors’ sites. What are elements. Sometimes, these elements are and phrases.up against the three criteria on the previous the respective strengths and weaknesses? designed to seamlessly improve the user ! Utilize HTML to build navigation. It’s easier for experience; sometimes they are intended search engines to follow. exclusively to help search engines. Either way, paying attention to these details can pay off big ! Make sure you have a strong internal search dividends in how users find and interact with so visitors have a quick way to track down your site. information that isn’t immediately visible in the navigation. ! Incorporate text-based assets on all pages to help search engines “see” your content more easily. ! Create clear, comprehensive site maps for the user (HTML-based) and the search engines ! If you have Flash or Javascript assets on your (XML-based) and make sure to keep them site, make sure you have alternate HTML up-to-date. versions that search engines can understand and mobile devices can display the content. ! Be careful about how much of your site’s content exists behind a login or cookie. Though ! Include ALT tags on all your images. this technology can help customize the visitor’s ! Add content-specific titles and meta descriptions experience, it can greatly hinder search engines’ on each page of your site. ability to crawl and index your site.26 27

Presentation – It Matters Presentation – It MattersUSABILITY ACTION ITEM:When you walk into a store, you want to be able ! Varied Access – Create multiple paths to key If you haven’t done formal usability studies The first two parts of our SEO prescription –to find what you’re looking for quickly and easily. content. Primary navigation, side navigation, recently, ask a small, casual group of people to keywords and presentation – help your audienceLikewise, your digital audience wants a site that and “highlight” text are three ways to give “test drive” your site. Give them a few specific find you and help you make a good firstoffers a smooth and intuitive user experience. visitors quick access. Also consider the power of tasks to complete (i.e., “find the answer to this impression. Now it’s time to engage your audienceFour areas that can help you deliver this are: using contextual links to guide people to related question”) and have them make note of their by delivering the content they came for. content. experience navigating through your site.! Broad Accessibility – Test your site onmultiple browser platforms and versions. Also ! Targeted Destinations – Creating highlyconsider your audience’s specific needs. For targeted landing pages to address popular Smarter Navigationexample, would your core consumers benefit topics has multiple benefits. From a keyword The Role of Navigation in Capturing Special Considerationsfrom a larger, easier-to-read font size? perspective, it gives you the opportunity to Traffic from Non-Branded, Natural Search for HCPs optimize each page for a specific keyword. From! Intuitive Navigation – Make it easy for Visitors arriving at your site from non-branded queries are HCPs are a distinct audience with distinct needs. They are not a user perspective, it makes it easier for visitors usually looking for additional information about various likely to be interested in your branding message. They typicallyvisitors to find what they need by designing your to find exactly the information they’re after. disease states. If your site layout and navigation make it do not need to be “sold.” These are busy professionals who arenavigation to correspond to popular queries. From a search engine’s perspective, it provides easy for them to find that information quickly, there is a “on a mission” to find specific information. The way to win them additional pages to index. greater likelihood they will remain on your site instead of over is to make their job as easy and efficient as possible. Smart, returning to the search results to select an audience-specific navigation and a strong search are even more alternate resource. important for this audience than for consumers who tend to have more time to “browse” a site.28 29

Content – Attract a Wider Audience with a Robust Selection Optimizing with keywords is only one aspect We found that a majority of searchers using of SEO for your content. After investigating non-branded query phrases are seeking information the way searchers use keywords to formulate on diseases. 17 queries, our research took a closer look at the % of the queries referred to non-branded resulting content opportunities for pharmaceutical websites were from searchers inquiring about various diseases. marketers. Those opportunities are considerable. Similarly, although only… As stated earlier, the vast majority of visits to 16 % of the total visits to the branded websites branded sites are driven by short, brandedContent originated from non-branded queries… queries. Branded websites are designed to easily 21 capture this traffic. The marketing opportunity % of these queries were from searchers looking for more for these sites lies in capturing incremental information on disease traffic from longer, non-branded queries. conditions (resulting in about… 35 % of the total non-branded query visits). There is clearly a substantial audience hoping to obtain disease state information on branded websites. 31

Content – Attract a Wider Audience with a Robust Selection Content – Earn Trust by Thinking Like a Friendly PharmacistACTION ITEMS: As we discussed earlier, our study shows that Determining the topics and formats that are over 80 percent of the queries driving natural most appropriate and appealing to your! Look again at which keywords are driving ! Review our list of “ideal” content. Are you search traffic to pharmaceutical websites audience is the first step in optimizing yourvisitors to your site. What clues do they give to covering all the areas that are appropriate for (branded and non-branded) are “long” (three content; but if you’re willing to go the extra mile,the needs of your audience? Are you your audience? words or more). This indicates that searchers are it can make a big difference in how much timedelivering content that meets those needs? looking for more in-depth information. To your prospects and patients spend on your site. Ideal Content successfully engage this focused audience, your Go beyond covering the basics and think about website must be able to deliver detailed how you can over-deliver. What knowledge and The appropriate content categories will vary by product and audience, A Variety of Content – answers to specific questions. resources can you share that will help your but – to start your brainstorm – here is a partial list of some typical topics: a Variety of Formats audience learn, cope, and gain a sense of comfort Non-Branded and confidence about the disease and treatment? In addition to covering a variety of topics, you Consumer Sites: HCP Sites: should also consider using a variety of formats. Search results are no longer driven exclusively by text-based content. Images and video are very viable content types within the context of search. Social media is another area that is limited to medications, and not solely growing. Even within text-based content, you focused on your branded drug) can convey your message via many different “types” of content: web copy, blog posts, articles, studies, testimonials/patient stories, with doctors, children, spouse, etc.) check lists, etc.32 33

Content – Earn Trust by Thinking Like a Friendly Pharmacist Content – Earn Trust by Thinking Like a Friendly PharmacistIncorporate discussions about the disease state ACTION ITEMS: WHO PATIENTS TURN TO AND WHYin general, co-morbidities, and how patients can Put yourself in the shoes of your audience – In their study on peer-to-peer healthcare trends, example), but sought out peers (family, friends,educate themselves and family members about prospect, patient, HCP, caregiver. Brainstorm the Pew Research Center looked at how people and other patients) in matters of emotionalthe disease. Include symptom trackers and about the questions each of these groups leverage online peer networks. Though most support and quick remedies. When looking forpatient profiles. Share helpful resources like might have and then think about how you interactions take place offline, the Internet offers advice on coping with day-to-day issues relateddetailed treatment guidelines, support groups, would answer them in the “real world” as a a new venue where patients and caregivers can to an illness, the study participants turned topeer communities, specialty programs, and “real person.” Use what you learn to create seek counsel. The study found that a strong professionals and peers on an almost 50/50related non-profits. accessible, customer-centric content that majority turned to healthcare professionals basis. The opportunity for marketers is to look at 1By providing this kind of “friendly advice,” you positions your brand as the go-to source for (doctors and nurses) for more clinical types of ways to provide access to peer-type resources inestablish your brand’s role as an ally – a partner in helpful information. information (diagnosis, prescription drug addition to the more professional ones typicallythe searcher’s quest for information and information, and doctor recommendations, for found on a pharmaceutical site.solutions. This type of content may also attractexternal links from other websites, an importantfactor in achieving good visibility in search results. 1 “Peer-to-peer Healthcare” by Susannah Fox, Co-director. (Pew Research Center: Feb, 2011)34 35

Content – Show You Care with Customization Prospects & Patients HCPs CaregiversThey say you can’t be all things to all people … be interested in indication information, the way Disease Awarenessat least not at the same time. You can, however, you talk to those two audiences about that topic Disease Stateaddress each of your unique audiences with will be different.customized content. To earn the attention of the ACTION ITEM: Symptomsprospects, patients, HCPs, and caregivers who Create a grid like the one displayed on the Treatmentarrive at your site via natural search queries, next page, but customized to your audience Patient Profilesspeak to them in a way that demonstrates your and topics. Map your existing content against Discussion Guidesunderstanding of their specific needs. Let them the grid to identify any topical or Drug Informationknow you “get it.” audience-specific opportunities. Medication InformationCustomizing by audience is the final “layer” ofcontent optimization. It builds off the work Customized vs. Personalized Content ISIyou’ve already done selecting topics, Side Effects Customized content is intended for a specific audiencedetermining formats, and going deep with segment. Personalized content is intended for an individual Costinformation that’s above and beyond the call of member of an audience. Because personalized content is Indication often “hidden” behind a password or “cookie” requirement,duty. At this stage, you are not only making MOA it is not as SEO-friendly as customized content. Customizeddecisions about which information is important content is typically accessible to everyone, including search Dosingto each audience segment, you are refining engines. One popular way to help visitors take advantage of Co-morbiditiesdetails such as point-of-view and “voice.” For customized content is to have them “self-identify” so that your site can deliver the most relevant experience. Other Resourcesinstance, although both patients and HCPs will36 37

Still Not Convinced of SEOs Efficacy? In the course of more than a decade of experience helping pharmaceutical brands & develop and execute effective SEO strategies, iProspect has overcome many industry-specific challenges. Sometimes, the biggest hurdle is misunderstood information about SEOs role inChallenges pharmaceutical marketing.Misconceptions 39

Still Not Convinced of SEOs Efficacy? Still Not Convinced of SEOs Efficacy?COMMON MISCONCEPTIONS: As a pharmaceutical marketer you have more than the average number hoops to jumpSEO doesn’t really make a difference. I can’t do SEO becauseActually, SEO can make a big difference for I have a black box warning. through. However, iProspect’s experiencepharmaceutical brands. Sample results from one We’ve had a lot of experience dealing with the working around just such hurdles proves thatof our health sciences client include doubling red tape that comes with sensitive concerns there are ways to leverage the best of SEO evensearch referrals, increasing the number of targeted around pharmaceutical products. There are many under difficult situations.keywords generating rankings by 62 percent, and tactics that can be executed behind the scenes to Are you ready to see what a strong SEOincreasing rankings in position one by 64 percent. improve your brand’s search performance. strategy can do to help you capture moreSEO happens naturally. Trying to do SEO within the constraints of natural search traffic for your brand?There are many “drug information” websites managerial, legal, and medical guidelines iscompeting for the same traffic. Don’t assume that impossible.your site will come out on top – even for branded We feel your pain. The complexity and lengthinesssearch terms. of legal and medical reviews combined with theMy search agency has SEO covered. mandates handed down by upper managementI’m already doing SEO – I have meta data. As we can make you feel hog-tied. Engaging ahope we’ve shown in this e-book, there is a lot dedicated SEO partner who has experiencemore to SEO than meta data. Working with an SEO working with all of these parties as well as yourpartner who understands the complete picture is other agencies will help alleviate the gridlock sothe only way to get the maximum return on your you can put best practices into action.SEO investment.40 41

Summary – Just What the Doctor Ordered Our study provided valuable insights about how both consumers and HCPs use natural search to seek out health-related information. We hope this e-book has helped translate those insights into a detailed action plan for pharmaceutical brands that want to attract and retain organic traffic. THE BOTTOM LINE IS THIS: SMART SEO DRIVES SIGNIFICANT,Summary HIGHLY RELEVANT TRAFFIC. Utilizing complementary strategies that afforded by capturing incremental traffic from leverage both paid and natural search ensures natural search. Following through on even one that you are maximizing your brand’s reach. of the action item assignments in this e-book can Combining the keyword, presentation, and have a big impact not only on how your content best practices we’ve outlined is a audience finds you, but how they engage with powerful prescription that will help you take your content, and – ultimately – the opinion they advantage of the considerable opportunities form about your brand. 43

Summary – Just What the Doctor Ordered About iProspect:OUR CLIENTS HAVE ALREADYSEEN IMPRESSIVE RESULTS.Our customized SEO strategies have helped a overcome a diverse collection of industry and iProspect is a leading global digital performance The agency, which is part of Aegis Media, haswide variety of pharmaceutical and medical brand-specific challenges so they can reap the agency that helps many of the worlds most received numerous industry awards including:device brands increase the number of ranking benefits of a smarter, more streamlined online successful brands maximize their online Ad Age’s 2011 Best Places to Work in Media &keywords, position one listings, and overall marketing strategy that helps them deliver a marketing ROI through paid search, social Marketing, Internet Retailer’s Top 500 List insearch referrals. We have helped these brands more effective user experience. media strategy, search engine optimization, 2009, 2010 and 2011, ClickZ’s 2010 Connected display media, comparison shopping engines, Marketing Award for Best Use of Search Engine conversion optimization, mobile marketing and Marketing; Search Engine Strategies 2009 Are You Ready to Do the Same? attribution modeling and management, research, Award for Best Social Media Marketing To speak with one of our To learn more about smart SEO and other related services. Campaign; Search Engine Strategies 2009 digital performance experts, and digital marketing best practices, Award for Best Use of Local Search. They have contact us via e-mail at interest@iprospect.com, check out these additional resources: offices in Boston, New York, Chicago, San via phone at 1-800-522-1152, or online at ! iProspect Health Sciences: http://www.iprospect.com/our-world/contact-us. http://www.iprospect.com/health-sciences Francisco, Dallas-Fort Worth, and around the globe. ! iProspect Blog: http://www.iprospect.com/blog/within-iprospect ! 7 Tips to Improve Your Overarching Search Strategy – A Toolkit for Pharmaceutical Marketers http://www.iprospect.com/health-sciences-thought-leadership44 45

Appendix Figure 1: Query Frequency and Resulting Visits to Branded Websites (Longer Length Queries) 16% 14% 12% 10%Appendix 8% 6% 4% 2% 0% Cost-type Solution-type Disease-state Symptom-type Side-effect queries queries queries queries queries Number of queries Number of visits 47

Appendix AppendixFigure 2: Classification of Non-Branded Queries Referred to Branded Websites Figure 3: Influence of Website Category on Word Length of Query Phrase 40% 3.98 3.5 3.5 3.53 3.47 3.53 3.49 3.22 35% 3.19 30% 25% 20% 15% er es PC s er es sit ed CP s sit ed sit ed sit ed es l sit Al H ite H ite 10% um it um it s s s s es es es es eb et eb et eb d eb d ns bs g s ns bs g s w ran w ran in eb in eb w arg w arg co we co we eb et w et w -b B t t 5% on in ed rg d in ed rg d er PC w ta nde ta de um N et nd nd H an g g ns rg ra ra rg ra Br 0% ta -b -b ta B Co et on on Cost-type Solution-type Disease-state Symptom-type Side-effect N N queries queries queries queries queries Percent of queries Percent of visits Average number of words48 49

Appendix AppendixFigure 4: Nature of Query Phrases Driving Traffic to Websites Figure 5: Contribution of Visits By Various Classes of Disease-State Queries Contribution to traffic in each website category 90% 80% Percent of distinct search queries 80% 70% 70% 60% 60% 50% 50% 40% 40% 30% 30% 20% 20% 10% 10% 0% 0% Long disease Long non-disease Short disease Short non-disease Long queries Short queries state queries state queries state queries state queries Branded websites Non-branded websites Branded websites Non-branded websites50 51

AppendixFigure 6: Influence of Query Phrase on Visits and Page Views (Branded Websites) 30% 25% 20% 15% 10% 5% 0% Branded queries Non-branded queries Average number of visits Average number of page views52

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