Welcome to




       EXL SEM Pharmaceutical Workshop:
     Proactive Pharmaceutical
Search Engine Marketing Strategies

 ...
What is Search Engine Marketing?


            The practice of leveraging the consumer
            search engine experienc...
Why is Search Engine Marketing
                                     Increasingly Important to
                            ...
Why is Search Engine Marketing
                                     Increasingly Important to
                            ...
Do the internet, and search
                                      warrant your attention?

            Trends in Internet ...
Do the internet, and search
                                      warrant your attention?

           Competitive Landscap...
Do the internet, and search
                                      warrant your attention?

              Internet as an ev...
How often do internet users
                                      use search engines?




© 2009 Karner Blue Marketing, LL...
© 2009 Karner Blue Marketing, LLC All Rights Reserved.
© 2009 Karner Blue Marketing, LLC All Rights Reserved.
© 2009 Karner Blue Marketing, LLC All Rights Reserved.
What are they using search to do?
            Consider that, of the 299+ million Internet users in the United States 1 . ....
Facets of Search Engine Marketing…

           • Organic / natural search
           • Paid / sponsored search
           ...
Facets of Search Engine Marketing…

           Organic / natural search
           Achieving high ranking unpaid visibilit...
Search Engine Marketing Methods:
• Search Engine Natural or Organic Listings




                 © 2008 Karner Blue Marke...
Facets of Search Engine Marketing…

           Paid/sponsored search listings
           Achieving high ranking paid visib...
Search Engine Marketing Methods:
• Paid or Sponsored Listings




               © 2008 Karner Blue Marketing, LLC All Rig...
Search Engine Marketing…




© 2009 Karner Blue Marketing, LLC All Rights Reserved.
Facets of Search Engine Marketing…

           Web 2.0
           Integrating desirable keyword phrases to
           natu...
© 2009 Karner Blue Marketing, LLC All Rights Reserved.
Facets of Search Engine Marketing…
           Social Networking
           Promoting visibility, indirectly, through
     ...
What search engine activity generates the
                     most activity, ROI?




© 2009 Karner Blue Marketing, LLC A...
What search engine activity generates the
                     most activity, ROI?
68% of search engine users click result...
What search engine activity generates the
                     most activity, ROI?
68% of search engine users click result...
What search engine activity generates the
                     most activity, ROI?
68% of search engine users click result...
What search engine activity generates the
             most activity, ROI?
68% of search engine users click results on the...
Which Search Engine Produces Results?

        • Google drives roughly 78% of all Internet searches.
        • Google is m...
SEO Success Indicators

        So, what do we strive for?
        What are desirable search engine marketing
        resu...
SEO Success Indicators

                                                         Rank in top 3 organic
                   ...
SEO Success Indicators
                                           Clicks from Google results:
                            ...
SEO Success Indicators

        • Rank in top 3 organic results on Page 1
        • Keyword phrases connecting visitors di...
The Core of Search Engine Marketing…




© 2009 Karner Blue Marketing, LLC All Rights Reserved.
The Core of Search Engine Marketing…

        Keywords and keyword phrases!




© 2009 Karner Blue Marketing, LLC All Righ...
The Core of Search Engine Marketing…

        Keywords and keyword phrases!

   Did you know?
   The average length of all...
Thinking beyond the Brand

        MOST keyword searches are not for BRAND




© 2009 Karner Blue Marketing, LLC All Right...
Thinking beyond the Brand

        MOST keyword searches are not for BRAND

        Searches are typically driven by:
    ...
© 2009 Karner Blue Marketing, LLC All Rights Reserved.
© 2009 Karner Blue Marketing, LLC All Rights Reserved.
Making Web Assets Search Friendly
        How to leverage web assets to improve visibility
        to search-driven querie...
Making Web Assets Search Friendly
        How to leverage web assets to improve visibility
        to search-driven querie...
Making Web Assets Search Friendly
        How to leverage web assets to improve visibility
        to search-driven querie...
Making Web Assets Search Friendly
        How to leverage web assets to improve visibility
        to search-driven querie...
Making Web Assets Search Friendly
        How to leverage web assets to improve visibility
        to search-driven querie...
Making Web Assets Search Friendly
        How to leverage web assets to improve visibility
        to search-driven querie...
Making Web Assets Search Friendly
        How to leverage web assets to improve visibility
        to search-driven querie...
Making Web Assets Search Friendly
        Look at website assets through the eye of a
        search engine crawler…

    ...
Making Web Assets Search Friendly
        Look at website assets through the eye of a
        search engine crawler…

    ...
Welcoming the Click
                   Making the Website Search-visitor friendly

        What happens on your website on...
Welcoming the Click

        What happens on your website once they click
        from a search engine result is as import...
Web browser eye
                                                         & click tracking:
                               ...
Optimizing Assets for Search

        SEO, Search Engine Optimization of independent
        assets can generate viral att...
Making Web Assets Search Friendly
        Approach All Content with a Long Tail approach
        • Conduct keyword researc...
Making Web Assets MORE Search Friendly
        What to optimize to improve search performance
        of internet assets.
...
Making Web Assets MORE Search Friendly
        What to optimize to improve search performance
        of internet assets.
...
Making Web Assets MORE Search Friendly
        What to optimize to improve search performance
        of internet assets.
...
Making Web Assets MORE Search Friendly
        What to optimize to improve search performance
        of internet assets.
...
Making Web Assets MORE Search Friendly
        What to optimize to improve search performance
        of internet assets.
...
Making Web Assets MORE Search Friendly
        What to optimize to improve search performance
        of internet assets.
...
Making Web Assets MORE Search Friendly
        What to optimize to improve search performance
        of internet assets.
...
Making Web Assets MORE Search Friendly
        What to optimize to improve search performance
        of internet assets.
...
Making Web Assets MORE Search Friendly
        What to optimize to improve search performance
        of internet assets.
...
Leverage “New” Search Mediums
                     • Video
                     • Blog
                     • Web 2.0
    ...
Add Value with “New” Search Mediums
                     • Define Value Proposition
                     • Develop “voice”...
Relationship between Organic & Paid
                                           Search Engine Marketing

        SEO and pa...
A New Landscape for Pharmaceuticals

                • Promotion to physicians accounted for more than
                80 ...
Trends for Pharmaceuticals Online

                     •The DMA report predicts that Internet drug
                     a...
© 2009 Karner Blue Marketing, LLC All Rights Reserved.
The Changing Media Landscape
                     A new report was recently released on the impact of
                    ...
The Study Says…


        - 83% watch video clips, up from 62% in the last study in June 2007
        - 78% read blogs, up...
Challenging Times Call for Creative, Ethical
                                   and Proactive Strategies
     As more adve...
Deploying Paid Search Engine Marketing
                •Flat fee. Not traffic or click-qualified, a simple “pay to
       ...
Target Advertising to Consumer
                Common mistake is keyword and language selection
                in marketi...
Target Advertising to Consumer
                Methods to increase consumer engagement:

                Blogs
           ...
Target Advertising to Consumer
                Common mistake is keyword and language selection
                in marketi...
Target Advertising to Consumer
                Methods to increase physician engagement

                • Email campaigns...
Pharma Messaging while achieving
                                      FDA Compliance

                                See...
Evolving Legitimate Legal Concerns

      TRADEMARK USE IN SEARCH ENGINE ADVERTISEMENT

      At issue are practices such ...
“White Hat” or “Black Hat”?

      Choosing your Search Engine Marketing Path

      Black Hat
      This SEO approach use...
Developing SEM Methods

                 • There are many methods for website search
                 engine optimization ...
SEM Performance = ROI

                • Achieving #1 search position is meaningless if it is
                  not based ...
Measuring Performance and ROI

                Analytics and Website Statistics can tell the story of
                what...
Recommendations for Success

                • Review data with a critical eye, check performance
                  data f...
Thank You for attending
                   It has been a pleasure being here with you today!

                            ...
Proactive Pharma Sem Strategies   Rebecca Murtagh 2 09
Proactive Pharma Sem Strategies   Rebecca Murtagh 2 09
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EXL Pharma SEM Conference Pre-Conference Workshop - Powerpoint Presentation by Rebecca Murtagh of Karner Blue Marketing

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Proactive Pharma Sem Strategies Rebecca Murtagh 2 09

  1. 1. Welcome to EXL SEM Pharmaceutical Workshop: Proactive Pharmaceutical Search Engine Marketing Strategies © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  2. 2. What is Search Engine Marketing? The practice of leveraging the consumer search engine experience to promote visibility, competitive positioning, differentiation and “front of mind” brand recognition to target audiences to support organizational goals. © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  3. 3. Why is Search Engine Marketing Increasingly Important to Integrated Marketing? Unlike traditional marketing and advertising mediums that push TO customers, © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  4. 4. Why is Search Engine Marketing Increasingly Important to Integrated Marketing? Unlike traditional marketing and advertising mediums that push TO customers, SEM: search engine marketing promotes visibility to QUALIFIED visitors to your website at the moment they are actively seeking a solution…(yours!) © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  5. 5. Do the internet, and search warrant your attention? Trends in Internet usage: • Time spent online is up 25% over previous year. • Audiences continually become more savvy. • Technology is more accessible (video, connectivity speeds, etc.) • Increasing reliability & dependency on Internet. • Competitive Landscape continually raises the bar. • Video increases conversion rate for e-commerce. • 7 in 10 users will shop online. (emarketer) © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  6. 6. Do the internet, and search warrant your attention? Competitive Landscape • It is inevitable that once you’ve achieved desirable search engine rank that competitors will “up their game”. • Changes continuously. • Whomever is most visible, gets the clicks = $ • Positioning is as important as rank. © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  7. 7. Do the internet, and search warrant your attention? Internet as an ever-changing marketplace. • Search engine algorithms change constantly. • Competitive landscape changes by the second. • Technology increases accessibility to video, and faster download speeds, accelerating consumption of website content. • Social media is an explosing promotion channel. •There are MILLIONS of websites…effort is required. February 2007, Netcraft Web Server survey finds more than 108 million distinct websites © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  8. 8. How often do internet users use search engines? © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  9. 9. © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  10. 10. © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  11. 11. © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  12. 12. What are they using search to do? Consider that, of the 299+ million Internet users in the United States 1 . . . · 91% use search engines to find information. 2 · 80%+ find businesses/brands they'll patronize by using a search engine. 3 · 78% research a product or service before buying. 2 · 61% will make an online purchase. · Internet usage (time spent online) is up 25% in last year. 3 1. Nielsen/Net Ratings September 2006. 2. December 2006 Study by Pew Internet & American Life Project. 3. Compete.com Fall 2007, Pew Internet Fall 2008 © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  13. 13. Facets of Search Engine Marketing… • Organic / natural search • Paid / sponsored search • Web 2.0 sites • Social networking © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  14. 14. Facets of Search Engine Marketing… Organic / natural search Achieving high ranking unpaid visibility by targeting keyword phrases on: • Google, Yahoo, MSN, AOL, etc. • Directories © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  15. 15. Search Engine Marketing Methods: • Search Engine Natural or Organic Listings © 2008 Karner Blue Marketing, LLC All Rights Reserved.
  16. 16. Facets of Search Engine Marketing… Paid/sponsored search listings Achieving high ranking paid visibility by targeting keyword phrases on: • Google, Yahoo, MSN, AOL, etc. • Directories • Content/Adsense website partners (Google) • High Ranking, High Traffic TARGETED Websites (as banner/ad advertiser) © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  17. 17. Search Engine Marketing Methods: • Paid or Sponsored Listings © 2008 Karner Blue Marketing, LLC All Rights Reserved.
  18. 18. Search Engine Marketing… © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  19. 19. Facets of Search Engine Marketing… Web 2.0 Integrating desirable keyword phrases to naturally leverage user behavior on interactive websites by keyword, topic and brand to reach targeted audiences on websites like: • Forums / discussion boards • Communities • Blogs • Reviews • Photo/Video/Publication Sharing © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  20. 20. © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  21. 21. Facets of Search Engine Marketing… Social Networking Promoting visibility, indirectly, through affiliation between individuals as they network and evangelize where non-industry contacts (also consumers) will also be exposed to brand/product. • Facebook • My Space • Linked In • Spoke • Inquisix • Twitter © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  22. 22. What search engine activity generates the most activity, ROI? © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  23. 23. What search engine activity generates the most activity, ROI? 68% of search engine users click results on the first page of search results, compared to 62% in 2006, and 60% in 2004. Source: iprospect.com April 2008 © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  24. 24. What search engine activity generates the most activity, ROI? 68% of search engine users click results on the first page of search results, compared to 62% in 2006, and 60% in 2004. Only 8% of search engine users review more than the first three pages prior to clicking on a result. Source: iprospect.com April 2008 © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  25. 25. What search engine activity generates the most activity, ROI? 68% of search engine users click results on the first page of search results, compared to 62% in 2006, and 60% in 2004. Only 8% of search engine users review more than the first three pages prior to clicking on a result. 49% of search engine users who continue their search when not finding what they are looking for, will either change and/or re-launch their search after reviewing just the first page of search engine results, This is up from 40% in 2006, and 42% in 2004. Source: iprospect.com April 2008 © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  26. 26. What search engine activity generates the most activity, ROI? 68% of search engine users click results on the first page of search results, compared to 62% in 2006, and 60% in 2004. Only 8% of search engine users review more than the first three pages prior to clicking on a result. 49% of search engine users who continue their search when not finding what they are looking for, will either change and/or re-launch their search after reviewing just the first page of search engine results, This is up from 40% in 2006, and 42% in 2004. 37% of online users associate appearance at the top of search results with a company's leadership within its industry or category, up slightly from 35% in 2006 and 33% in 2002. Source: iprospect.com April 2008 © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  27. 27. Which Search Engine Produces Results? • Google drives roughly 78% of all Internet searches. • Google is more difficult to optimize for. • Algorithms change continually. • Paid advertising network expands with acquisition of companies like Double Click, YouTube, wikis, online software applications, etc. • Yahoo, MSN, AOL, etc. share the remaining 20% of search traffic. © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  28. 28. SEO Success Indicators So, what do we strive for? What are desirable search engine marketing results? © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  29. 29. SEO Success Indicators Rank in top 3 organic results on Page 1 • 45% of all user clicks occurred in the top results of Google…where the top 3 organic/natural results on Page 1 reside. Source: Harald Weinreich and colleagues © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  30. 30. SEO Success Indicators Clicks from Google results: First 3 positions get 79% of clicks First 5 positions get 88% of clicks © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  31. 31. SEO Success Indicators • Rank in top 3 organic results on Page 1 • Keyword phrases connecting visitors directly to relevant content (not just home page) • Improve visitor statistics (unique visitors, time on site, pages viewed, conversion, etc.) • Links from other credible websites • Broad range of keywords and phrases driving qualified visitors to the website … Think Long Tail! © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  32. 32. The Core of Search Engine Marketing… © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  33. 33. The Core of Search Engine Marketing… Keywords and keyword phrases! © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  34. 34. The Core of Search Engine Marketing… Keywords and keyword phrases! Did you know? The average length of all search engine queries, including revisions (adding or changing words to reach targeted content) is 2.57 words. © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  35. 35. Thinking beyond the Brand MOST keyword searches are not for BRAND © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  36. 36. Thinking beyond the Brand MOST keyword searches are not for BRAND Searches are typically driven by: • Problem • Solution (by type/form) • Value Proposition (by differentiation) • THEN brand. © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  37. 37. © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  38. 38. © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  39. 39. Making Web Assets Search Friendly How to leverage web assets to improve visibility to search-driven queries: © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  40. 40. Making Web Assets Search Friendly How to leverage web assets to improve visibility to search-driven queries: • Remember that search engines are largely “text crawlers” © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  41. 41. Making Web Assets Search Friendly How to leverage web assets to improve visibility to search-driven queries: • Remember that search engines are largely “text crawlers” • Keep mindful eye on “text to code ratio” © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  42. 42. Making Web Assets Search Friendly How to leverage web assets to improve visibility to search-driven queries: • Remember that search engines are largely “text crawlers” • Keep mindful eye on “text to code ratio” © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  43. 43. Making Web Assets Search Friendly How to leverage web assets to improve visibility to search-driven queries: • Remember that search engines are largely “text crawlers” • Keep mindful eye on “text to code ratio” © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  44. 44. Making Web Assets Search Friendly How to leverage web assets to improve visibility to search-driven queries: • Remember that search engines are largely “text crawlers” • Keep mindful eye on “text to code ratio” • Recognize that optimization requires more than meta data © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  45. 45. Making Web Assets Search Friendly How to leverage web assets to improve visibility to search-driven queries: • Remember that search engines are largely “text crawlers” • Keep mindful eye on “text to code ratio” • Recognize that optimization requires more than meta data • Look at website assets through the eye of a search engine crawler… © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  46. 46. Making Web Assets Search Friendly Look at website assets through the eye of a search engine crawler… Search engines cannot view the graphical interface that we call a website, the way humans do. Because search engines are driven by data, they only have the code on your website from which to “index” you as a qualified result to specific keyword searches. © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  47. 47. Making Web Assets Search Friendly Look at website assets through the eye of a search engine crawler… To see what search engines see: 1. Go to a live website page. 2. Click on “View” at the top of the browser. 3. Pull down and select “Source”. The page that pops up is what search engines use to identify your website and its content. © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  48. 48. Welcoming the Click Making the Website Search-visitor friendly What happens on your website once they click from a search engine result is as important as how they got there. © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  49. 49. Welcoming the Click What happens on your website once they click from a search engine result is as important as how they got there. • Bounce Rate • Pages Viewed (even more relevant when optimized!) • Relevance (directly impacting conversion) © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  50. 50. Web browser eye & click tracking: • 45% of all user clicks occurred in the greater upper left quadrant of visible page. (approximately 520 x 400 pixels) • Horizontal and vertical navigation bars with left / top-most portions Read/clicked most heavily. Source: Harald Weinreich and colleagues © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  51. 51. Optimizing Assets for Search SEO, Search Engine Optimization of independent assets can generate viral attention via search on or off your website… • Copy – for WEB…not print, books or marketing collateral • Video • Reports • Reviews • Press Releases / News • Demos / Instruction • Blog / Articles © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  52. 52. Making Web Assets Search Friendly Approach All Content with a Long Tail approach • Conduct keyword research • Identify phrases that align with most qualified audiences • Expand keyword base by related keywords, phrases that resonate with how humans search • Optimize all content • Page content • Meta data • Press releases • Blogs © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  53. 53. Making Web Assets MORE Search Friendly What to optimize to improve search performance of internet assets. • SEO Design © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  54. 54. Making Web Assets MORE Search Friendly What to optimize to improve search performance of internet assets. • SEO Design • Domain Name (remember URL guessing!) © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  55. 55. Making Web Assets MORE Search Friendly What to optimize to improve search performance of internet assets. • SEO Design • Domain Name • Interface Structure – for crawlers and humans © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  56. 56. Making Web Assets MORE Search Friendly What to optimize to improve search performance of internet assets. • SEO Design • Domain Name • Interface Structure • Meta Data – differentiate & prequalify the click! © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  57. 57. Making Web Assets MORE Search Friendly What to optimize to improve search performance of internet assets. • SEO Design • Domain Name • Interface Structure • Meta Data • Graphics – make them support search goals © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  58. 58. Making Web Assets MORE Search Friendly What to optimize to improve search performance of internet assets. • SEO Design • Domain Name • Interface Structure • Meta Data • Graphics • Content Organization and Content © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  59. 59. Making Web Assets MORE Search Friendly What to optimize to improve search performance of internet assets. • SEO Design • Domain Name • Interface Structure • Meta Data • Graphics • Content Organization and Content • Accurate Keyword Selection © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  60. 60. Making Web Assets MORE Search Friendly What to optimize to improve search performance of internet assets. • SEO Design • Domain Name • Interface Structure • Meta Data • Graphics • Content Organization and Content • Accurate Keyword Selection • Strategic Positioning – think beyond the brand © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  61. 61. Making Web Assets MORE Search Friendly What to optimize to improve search performance of internet assets. • SEO Design • Domain Name • Interface Structure • Meta Data • Graphics • Content Organization and Content • Accurate Keyword Selection • Strategic Positioning • Legitimate Incoming Links. © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  62. 62. Leverage “New” Search Mediums • Video • Blog • Web 2.0 • Social Media • Email • RSS Feeds • Wikis * Study conducted by Universal McCann © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  63. 63. Add Value with “New” Search Mediums • Define Value Proposition • Develop “voice” • Leverage “voice to text” and “text to voice” technologies to promote viral and consistent exposure…the way your audience prefers to receive it • Build a communications schedule • Commit to executing it, as frequently as you can, without fail • Leverage analytics to measure and improve performance * Study conducted by Universal McCann © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  64. 64. Relationship between Organic & Paid Search Engine Marketing SEO and paid search advertising are closely related… • Optimized websites promote better performing PPC (like Google Adwords) campaigns (Google “checks” your website as you launch PPC campaigns) • Optimized web assets enable multiple “entry points” for search-driven traffic. © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  65. 65. A New Landscape for Pharmaceuticals • Promotion to physicians accounted for more than 80 percent of all promotional spending by pharmaceutical companies in 2001. DTC promotion, especially online has changed the landscape. •Industry has nearly doubled its spending on device ads aimed at consumers – from $119 million in 2005 up to $193 million in 2007. •DTC advertising of medical devices has come under recent Congressional scrutiny...especially online. © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  66. 66. Trends for Pharmaceuticals Online •The DMA report predicts that Internet drug advertising will almost double in four years, rising to $173 million in 2012 from $93.6 million in 2008. •According to a recent report from the Direct Marketing Association, spending on Pharma direct marketing is expected to rise 35 percent in the next four years. The DMA estimates that drug companies will spend $1.39 billion on direct marketing in 2012, up from $1.03 billion in 2008. © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  67. 67. © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  68. 68. The Changing Media Landscape A new report was recently released on the impact of social media (such as blogs, social networks, online video) on the media landscape. 17,000 Internet users surveyed worldwide in March 2008 indicates that social media, in particular blogs, are quot;becoming a more important part of global media consumption for internet users than some traditional media channels.quot; The report also found that social media is a global phenomenon (29 countries were surveyed), although there are cultural differences in how people use it. The report states that quot;video clips, blogs, podcasts, social networks and RSS are all essential components of the online media diet.quot; * * Study conducted by Universal McCann © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  69. 69. The Study Says… - 83% watch video clips, up from 62% in the last study in June 2007 - 78% read blogs, up from 66% - 57% of internet users are now members of a social network - RSS consumption is growing rapidly up from 15% to 39% - Podcasts are now mainstream digital content, listened to by 48% Social networks have been quot;a key driver for the growth of social mediaquot;: - 22% of social network users have installed a widget or apps - 55% have shared photos - 22% have shared their videos - 31% have started a blog - The world’s biggest social network is MySpace with 32% weekly reach followed by Facebook on 23% The report also states that social media is a global phenomenon: - Top markets for blogging – China 70% of internet users write a blog, Philippines 66% and Mexico 60% - Top markets for social networking – Philippines 83%, Hungary 76% and Poland 76% - China is the world's largest blogging market with 42m bloggers versus 26m in the US * Study conducted by Universal McCann © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  70. 70. Challenging Times Call for Creative, Ethical and Proactive Strategies As more advertising dollars move to the online environment, this may well be the primary legal battleground facing advertisers in the coming years. The issues are likely to be fought on multiple fronts, including the Congress, state legislatures, the courts and the Federal Trade Commission (quot;FTCquot;). New administration and leadership in Congress Advertising moratorium affecting prescription drugs. Likely congressional consideration affective over the counter drug advertising on and offline, affecting search. © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  71. 71. Deploying Paid Search Engine Marketing •Flat fee. Not traffic or click-qualified, a simple “pay to play” fee. • PPC – Pay per click marketing. Programs like Google Adwords, Yahoo search and directories where you advertise, but only pay when someone clicks on your ad to visit your website. • CPM – Cost per thousand. Many social media, online publications (news/magazines, ezines, email newsletters & online news sites). © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  72. 72. Target Advertising to Consumer Common mistake is keyword and language selection in marketing to consumers. Consumers: Keyword research will provide the road map to map your search engine marketing strategy. • problem • solution • side effects • differentiation • brand © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  73. 73. Target Advertising to Consumer Methods to increase consumer engagement: Blogs RSS Feeds Microsites • Support groups • Forums • Education • Multimedia © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  74. 74. Target Advertising to Consumer Common mistake is keyword and language selection in marketing to consumers. Physicians: Recent studies show physicians are seeking more information from sales people…many will research online…make it easy for them to find what they need. • studies • side effects • dosing • interaction with other pharmaceuticals © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  75. 75. Target Advertising to Consumer Methods to increase physician engagement • Email campaigns Think mobile! • RSS Feeds • Password protected forums • Live chat with Pharmaceutical reps • Web • Text © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  76. 76. Pharma Messaging while achieving FDA Compliance Seek opportunities within the 3 types of Pharmaceutical “Ads” •“product-claim” are regulated by the FDA •“reminder” are regulated by the FDA •“help-seeking” ads are NOT regulated by FDA. © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  77. 77. Evolving Legitimate Legal Concerns TRADEMARK USE IN SEARCH ENGINE ADVERTISEMENT At issue are practices such as using another party's trademark as a search term in search engine advertising to drive traffic to one's own website, or using another's trademark in one's own website metadata for the same purpose. It is possible that only Supreme Court review of these issues will provide a definitive answer for advertisers. While a number of courts have held that quot;purchasingquot; a competitor's trademark for use as a search term in search engine advertising implicates federal trademark law, the influential Second Circuit Court of Appeals has held that this practice is not a quot;use in commercequot; of another's trademark. Because Internet-based search advertising is inherently national in scope, it will be important for the courts to resolve this division of legal authority. © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  78. 78. “White Hat” or “Black Hat”? Choosing your Search Engine Marketing Path Black Hat This SEO approach uses current patterns to emphasize assets to achieve visibility to achieve top rankings, even if only temporarily by “spamming” the search engines…at all costs. White Hat This SEO approach uses ethical, time-tested methods that leverage all aspects of optimization to promote performance over time without putting website at risk of being “blacklisted” by search engines. © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  79. 79. Developing SEM Methods • There are many methods for website search engine optimization and marketing to be executed. • All SEO and SEM experts, methods and practices are not equal. • Proof is in performance. • Reporting and Analytics are vital to knowing what is working, what new opportunities exist and where untapped potential lies. © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  80. 80. SEM Performance = ROI • Achieving #1 search position is meaningless if it is not based on the keywords your audience uses. • Web stats and analytics will demonstrate performance…read between the lines and continually optimize for improvement. • Track user experience to promote conversion. • Track conversion for measurable ROI. © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  81. 81. Measuring Performance and ROI Analytics and Website Statistics can tell the story of what will support the bottom line according to your immediate and long-term goals related to the deployment of temporary and long-term internet assets whether they are on or off your website. Google Analytics Omniture WebTrends © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  82. 82. Recommendations for Success • Review data with a critical eye, check performance data frequently and adjust programs proactively. • Optimize websites for organic search optimization. • Integrate Google Analytics to provide in-depth views of incoming traffic, user behavior and data that will enable you to make informed decisions. • Compliment organic search with PPC campaigns don’t COMPETE. • Introduce strategic marketing to PPC campaigns to increase incoming traffic for optimum ROI. © 2009 Karner Blue Marketing, LLC All Rights Reserved.
  83. 83. Thank You for attending It has been a pleasure being here with you today! Rebecca Murtagh info@karnerbluemarketing.com KARNER BLUE MARKETING Your Virtual Marketing Partner! www.KarnerBlueMarketing.com © 2009 Karner Blue Marketing, LLC All Rights Reserved.
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