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  • 1. PHARMA Ranking the digital competence of pharmaceutical brands MAY 2010 Prepared By: Industry Partner: A THINK TANK !!!!"#$!!PRESTIGE BRANDS PHD Media © L2 2010
  • 2. I. INTRODUCTION .......................................... 3 II. METHODOLOGY .......................................... 4 III. RESULTS the rankings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 IV. DISCOVERIES ............................................ 9 V. FINDINGS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 VI. OBSERVATIONS by disease state . . . . . . . . . . . . . . . . . . . . . . . . 25 ASTHMA & ALLERGY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 CARDIOLOGY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28 GASTROINTESTINAL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32 NEUROLOGY. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35 PSYCHIATRY. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38 RHEUMATOLOGY. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41 UROLOGY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44 WOMEN’S HEALTH . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47 VII. TEAM . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50 © L2 2010 2
  • 3. INTRODUCTION The Killer App tion with highly trafficked health portals, and forays onto Facebook and YouTube put brands like Gardasil and The killer online app isn’t porn or social media, but med- Viagra at the top of our ranking. However, the industry ical advice. Arguably, no medium has so much influence as a whole disappoints, as most brands offer obsolete over so much spending—one sixth of the nation’s GDP . technology, anemic site content, lack of search optimiza- In 2009, the number of Americans seeking pharmaceuti- tion, and scant social media programs. In sum, there are cal information online reached 102 million1. Pharmaceu- millions of unregulated conversations taking place online tical companies continue to search for a voice that can regarding prescription drugs, but the voice of the phar- rise above the digital cacophony. Although the emerg- maceutical companies is largely absent. ing direct-to-consumer relationship on the web allows for robust patient discovery and education, the online Our thesis is that digital aptitude will be a defining compe- efforts have experienced fits and starts because the tence that separates winners from losers in a medium too ambiguous regulatory environment leaves pharmaceuti- powerful to ignore. Key to managing and developing apti- cal brands paralyzed. tude is an actionable metric. This study quantifies the U.S. digital competence of 51 pharmaceutical brands across The Innovator's Dilemma eight disease states and ranks them by their Digital IQ™. The Food and Drug Administration’s Division of Drug Our aim is to provide a robust tool to diagnose a brand's Marketing, Advertising, and Communications (DDMAC) digital strengths and weaknesses relative to its peers to has expanded under the Obama Administration. As achieve greater return on incremental investment. digital accelerates in new directions—mobile, geo- targeting, and healthcare information technology—the As in each L2 study, we brought in experts from aca- uncertainty surrounding regulation threatens to ham- demia and industry to provide color and commentary string pharmaceutical companies and shift power to on our findings. We were fortunate in this study to have third-party portals and content sites. Brand managers insight from Peter Golder, professor of marketing at Dart- are faced with a decision: take an aggressive approach mouth's Tuck School of Business on innovation, Scott and face possible regulatory wrath, or wait and lose Hagedorn, U.S. CEO of PHD Media, on media trends in ground to more innovative, risk-tolerant peers who are the industry, and Kristen Goelz of Flashlight interactive garnering skills, fans, and followers. When it comes to on web site messaging. marketing and regulation, it may be heads the digital media win and tails digital wins again. Despite the uncertain regulatory environment, some Scott Galloway companies are innovating online and building a founda- Clinical Associate Professor, NYU Stern tion for digital growth in anticipation of an unshackling. Founder, L2 (LuxuryLab) Robust branded sites, visibility in search, collabora- 1 !"#$"%%"#&'()("*+$ © L2 2010 INTRODUCTION 3
  • 4. METHODOLOGY PLATFORM - 40% Site Effectiveness: Reinforcement of core brand • BRAND TRANSLATION associations and values through aesthetics and • Aesthetics and Messaging interactivity. Also includes technology incorporation, • Interactivity navigation, consumer funnels, relevant content, and • SITE ELEMENTS customer service. • Technology Integration • User Interface • Customer Service • Content: Disease Education, Conversion, Community Content OFF-PLATFORM MESSAGING - 25% Digital Marketing Efforts: Online advertising on and • PORTAL AND OTHER ONLINE ADVERTISING off consumer healthcare portals, mobile compatibility, • MOBILE email marketing, and other messaging. • EMAIL MARKETING SEARCH ENGINE OPTIMIZATION (SEO) - 20% Visibility: Organic and paid search visibility on • TRAFFIC popular search engines. • KEYWORDS • WEB AUTHORITY • SEARCH ARCHITECTURE SOCIAL MEDIA - 15% Social Media Presence: Following, content, and influ- • FACEBOOK ence on major social media platforms, and buzz on • TWITTER blogs and other web 2.0 forums. • YOUTUBE • USER-GENERATED CONTENT © L2 2010 METHODOLOGY 4
  • 5. RESULTS The Digital IQ Index ranks brands according to their digital competence, with each falling into one of five categories: 140+ GENIUS Digital competence is a point of competitive differentiation for these brands. Their sites are search optimized, aesthetically engaging, functional, interactive, and offer clear calls to action. These brands are highly visible advertisers on consumer health portals and elsewhere online and experiment on the edge of the network with social media content. 110-139 GIFTED Sites are crawlable, brand enhancing, and include calls to action. Brands typically advertise on health portals, are highly visible on top search engines, and offer email marketing. 90-109 AVERAGE Brand sites are functional yet predictable. Innovation efforts are uninspired and lack ambition. Boilerplate marketing online and in email. 70-89 CHALLENGED These brands offer little content online. Bare-bones sites provide only basic drug information. Engagement is limited to web property, and digital campaigns are an afterthought. <70 FEEBLE Brands have largely ignored the digital phenomenon. Sites lack basic functionality and navigability, and brands disregard digital marketing initiatives. © L2 2010 RESULTS: the rankings 5
  • 6. PHARMACEUTICAL BRANDS RANKED BY DIGITAL IQ SCORE Rank Brand Parent Disease State IQ Label Comments 1 VIAGRA Pfizer Urology 149 Genius Site tech and interactivity are industry standouts; brand leverages iconic name in search and online buzz 2 NEXIUM AstraZeneca Gastrointestinal 143 Genius This social media maven offers best-in-class lifestyle support tools, including online access to dieticians 3 CHANTIX Pfizer Neurology 140 Genius Connects digitally with consumers both on and off site with (Smoking Cessation) email, short messaging service, and a dominant presence on health portals 4 ORTHO TRI- Ortho-McNeil Women’s Health 137 Gifted Top in the competitive Women’s Health category; brand CYCLEN LO Janssen (Birth Control) boasts interactive tools and desktop reminders 5 CRESTOR AstraZeneca Cardiology 135 Gifted Strong onsite tech integration and activity on portals and blogs elevates top brand in disappointing cardio category 6 GARDASIL Merck Women’s Health 131 Gifted Rallies community online with pioneering Facebook (Infectious Disease) page and strength in search 6 YAZ Bayer Women’s Health 131 Gifted YAZXpress site offers interactive community content; (Birth Control) brand also connects with users in mobile and email 8 SYMBICORT AstraZeneca Asthma & Allergy 130 Gifted Interactive video journey customizes site for best-in- category user experience 8 NUVARING Merck Women’s Health 130 Gifted Brand boasts innovative web advertising and strength (Birth Control) in search 10 LUNESTA Sepracor Neurology 126 Gifted A YouTube channel coupled with strong off-platform (Insomnia) efforts keeps brand awake online. 11 SEROQUEL AstraZeneca Psychiatry 124 Gifted Site provides strong educational content and community information 12 LIPITOR Pfizer Cardiology 121 Gifted Site branding and online advertising form the pulse of this brand’s digital efforts 12 LEVITRA Novartis Urology 121 Gifted Humorous multichannel ,#&-(. video campaign generates online buzz 14 SEASONIQUE Teva Women’s Health 120 Gifted Brand understands how to integrate digital content and (through Duramed) (Birth Control) user behavior 15 AMBIEN CR Sanofi-Aventis Neurology 118 Gifted Site highlight is a downloadable tool that tracks and (Insomnia) analyzes sleep patterns 16 CYMBALTA Eli Lilly Psychiatry 113 Gifted Strong visibility on WebMD portal 17 ORENCIA Bristol-Myers Squibb Rheumatology 111 Gifted Strong presence on health portals 17 ABILIFY Bristol-Myers Squibb Psychiatry 111 Gifted Impressive site funneling and substantial traffic raise brand’s profile 19 KAPIDEX Takeda Gastrointestinal 110 Gifted Strong branding and video content differentiate site 20 SYNVISC Genzyme Rheumatology 107 Average Search architecture and informative videos are brand strengths © L2 2010 RESULTS: the rankings 6
  • 7. Rank Brand Parent Disease State IQ Label Comments 21 ADVAIR GlaxoSmithKline Asthma & Allergy 106 Average Asthma.com unbranded site incorporates education and technology 22 SINGULAIR Merck Asthma & Allergy 105 Average Site aesthetics, disease education and flash features are strengths; some presence on health portals 23 ZETIA Merck Cardiology 104 Average Presence on health portals and brand translation on site give IQ a boost 24 PLAN B Teva Women’s Health 102 Average Site offers eligibility calculator and find-a-pharmacist (through Duramed) (Birth Control) feature 24 SPIRIVA Pfizer and Asthma & Allergy 102 Average Multichannel disease awareness campaign tests the Boehringer Ingelheim waters on Twitter 26 VYTORIN Merck Cardiology 101 Average Strong site disease education and presence on top portals, but crippled by poor visibility 27 CIALIS Eli Lilly Urology 100 Average Although SEO is strong, customer relationship management program that directs users to PO Box shows digital failings 27 CELEBREX Pfizer Rheumatology 100 Average Status quo online advertising keeps this brand average 29 ACIPHEX Elsai and Ortho- Gastrointestinal 98 Average Playful animation on site and strong keyword visibility McNeil Janssen 30 RITUXAN Biogen and Rheumatology 94 Average Site incorporates elegant flash features, but efforts in Genentech search and online advertising get lost in the crowd 31 HUMIRA Abbott Rheumatology 93 Average MyHumira site for current brand users offers support for patients 32 ANDROGEL Solvay Urology 92 Average The Low Testosterone Lowdown sponsored content on WebMD has minimal visibility 32 ENBREL Amgen and Wyeth Rheumatology 92 Average Customer service standout offers find-a-doctor feature and toll-free phone access to nurses 32 MIRENA Bayer Women’s Health 92 Average Trails strong Birth Control peers; interactive site (Birth Control) elements are absent 32 PLAVIX Bristol-Myers Squibb Cardiology 92 Average Portal ads keep this brand in the middle of the pack and Sanofi-Aventis 36 LOVAZA GlaxoSmithKline Cardiology 87 Challenged A strong site is brand’s only notable effort 37 AVODART GlaxoSmithKline Urology 86 Challenged Leverages GSK customer service features 37 NASONEX Schering-Plough Asthma & Allergy 86 Challenged Although “Don’t Blow It” game on Facebook disappoints, it scores points for social media effort 39 VERAMYST GlaxoSmithKline Asthma & Allergy 85 Challenged Allergyrewards email marketing program offers savings and tips 40 LYRICA Pfizer Rheumatology 84 Challenged Strong presence on WebMD, but site is poorly organized to reach users interested in newly approved Rheumatology indication © L2 2010 RESULTS: the rankings 7
  • 8. Rank Brand Parent Disease State IQ Label Description 41 OMNARIS Sepracor Asthma & Allergy 82 Challenged Robust SEO 42 FLOMAX Astellas Pharma and Urology 71 Challenged Bare bones, text-heavy site with dated technology and Boehringer Ingelheim no call-to-action 42 PRISTIQ Pfizer Psychiatry 71 Challenged A New Day patient support program has email marketing component; site is repurposed TV branding 44 LESCOL XL Novartis Cardiology 65 Feeble Obsolete site features newspaper-style cartoons 45 TRILIPIX Abbott Cardiology 63 Feeble Anemic site content, but ad presence includes spots on Hulu 46 CADUET Pfizer Cardiology 62 Feeble PDF downloads abound on this brand’s dated site 47 NIASPAN Abbott Cardiology 61 Feeble Brand fails to be brought to life on site and limited web advertising 48 PATANASE Alcon Asthma & Allergy 60 Feeble Worst in search; find-a-doctor feature is strongest element of site 49 TOPROL-XL AstraZeneca Cardiology 59 Feeble Mention on AstraZeneca’a YouTube channel is this brand’s lone social media effort 50 PULMICORT AstraZeneca Asthma & Allergy 52 Feeble Brand does little digitally beyond light display advertising 51 ASTEPRO Meda Asthma & Allergy 42 Feeble Miserable web site and absence from other digital media © L2 2010 RESULTS: the rankings 8
  • 9. DISCOVERIES The Tipping Point PETER Consumer appetite for digital health content is voracious and grow- GOLDER ing: the number of Americans accessing health information online is Tuck School of up 159% from 20041. Health portals including WebMD, Everyday Health, Business at Dartmouth and About.com Health attract millions of unique visitors. In addition, traffic to branded pharmaceutical sites increased 82% last year, suggesting brands “Companies must have a legitimate role in the online conversation. Disparity in the quality of the move beyond a DTC mentality and digital content produced by pharmaceutical brands leads discriminating con- adopt a DFC mentality (i.e., direct sumers to vote with their browsers. While brands categorized as Genius or from company). Instead of companies Gifted experienced average traffic growth of 175% from March 2009 to March pushing information to customers, 2010, 40% of the brands in the study realized negative traffic growth. customers will pull information from the company. An even better approach is DFC + P2P, direct from company Anti-Social Pharma plus peer-to-peer redistribution.” Despite hearings in November 2009, the FDA has remained silent about social media marketing regulation, restraining movement to platforms such as YouTube, Facebook, and Twitter. Although 80% of parent companies are starting to dip their toes into social media, only 19% of SCOTT pharmaceutical brands maintain a presence on at least one site. Parent com- HAGEDORN PHD Media pany efforts lack sophistication, offering little more than glorified PR content and one-sided conversations. As a result, they have attracted few followers. Bright spots include Johnson & Johnson’s YouTube channel, viewed more “We often get than 1.6 million times, and Merck’s Gardasil human papillomavirus (HPV) asked if social activation should play awareness Facebook page, with more than 100,000 fans. Patient demand for a role in brand efforts. Our advice online networking opportunities has been validated by the emergence and is that it isn’t a matter of ‘if’, it’s a growth of condition-specific patient networking sites such as PatientsLikeMe, matter of ‘when’. It comes down to which doubled subscribers from December 2008 to December 2009, Juvena- mapping the brand introduction time- tion, and Bayer’s MS-Gateway. line and knowing when to use social and when not to in order to increase impact while also mitigating risk.” 1 !"#$"%%"#&'()("*+$ © L2 2010 DISCOVERIES 9
  • 10. Learn by Doing Deserted Islands (Visibility) Brands with a higher Digital IQ demonstrate more After the FDA submitted warning letters regarding risk tolerance when approaching digital marketing. paid search to more than 40 pharmaceutical brands Based on an assessment of regulatory compliance on in April 2009, most suspended search engine mar- branded sites, brands ranked Average and below err keting. Although paid search has rebounded, and 70% on the side of caution regarding FDA Web guidelines of brands currently purchase search terms, many brand- while brands ranked Genius and Gifted employ broader ed sites are not optimized for organic search. As a result, interpretations. Genius and Gifted brands have greater site visibility on major search engines for upper-funnel social media penetration: 37% are present on at least disease-relevant terms lags that of such popular health one platform, compared with 9% for Average and below portals as WebMD, Yahoo! Health, and HealthCentral. brands. High IQ brands also returned to search marketing faster than their laggard peers: 89% of Gifted and above brands participate in paid search versus 59% of Average and below brands. SOCIAL MEDIA PENETRATION Brands Brands vs. Parent Companies Parent Companies YouTube Facebook Twitter 0% 10% 20% 30% 40% 50% 60% 70% HEALTH PORTAL AND BRANDED-SITE TRAFFIC Health Portals Monthly Unique Visitors to Health Portals and Branded Sites Branded Sites 20,000 18,000 Monthly Unique Visitors (thousands) 16,000 14,000 March 2010 12,000 10,000 8,000 6,000 4,000 2,000 D LTH H ES H E E NG AL M CIA RA FY A BM EA ALT AD ALT AL AG LIN RO TR XIU EN VIT ILI GR WE YH ! HE GR Y HE RE LTH ST EN NE OR LE AB VIA DA OO H LIT HE A E HC Y H ALT A LIV ALT ER YA HE QU HE EV © L2 2010 DISCOVERIES 10
  • 11. Innovation Silos SCOTT PETER The average dispersion in brand- HAGEDORN GOLDER level Digital IQ among pharma- PHD Media Tuck School of Business at ceutical companies with more Dartmouth than one product in the study is 40 points. This large spread high- “Pharma is one “The results of lights a silo mentality—digital com- of the few remaining categories with the Digital IQ studies present petence within large companies sits this level of disparity around ide- companies with the triple threat of isolated, with minimal shared learn- ation. It is hard for vertical teams innovation. First, with incremental ing among brands. Although some structured around specific brands to innovation, companies can upgrade companies leverage small econo- share best practices with other brand each of their own web sites to match mies of scale (e.g., AstraZeneca teams. It is up to the agencies that internal best practices. Second, sites are sometimes templated, and touch multiple brands to step up and through radical innovation, com- GlaxoSmithKline sites offer universal help replicate innovative best practices panies can adopt and improve upon customer service tools), digital efforts across the client brand verticals.” industrywide best practices. Third, appear largely uncoordinated. The for truly breakthrough innovations, lone exception is in social media, companies can look to unrelated in- which is primarily deployed at the dustries for inspiration in developing parent company level with little completely new approaches to digital brand-level integration. communication.” DIGITAL IQ DISPERSION Range of Brand Digital IQ Scores and Average Digital Score by Parent Company Viagra GENIUS Nexium Chantix 140 Crestor Gardasil Yaz Symbicor t NuvaRing Lunesta GIFTED Lipitor Seroquel Ambien CR Cymbalta 114 112 110 Singulair Advair 107 106 104 Zetia 104 105 AVERAGE Vytorin Celebrex Cialis Humira 90 91 Lovaza Plavix * Mirena Avodar t Lyrica Veramyst CHALLENGED Omnaris 72 70 Pristiq Trilipix Toprol-XL FEEBLE Caduet Niaspan Pulmicor t IZE R EC A RC K INE TT CO R LY NT IS YE R PF EN ME KL BO RA LIL VE BA Z TH AB P ELI A T RA MI SE FI- AS OS NO AX SA GL * in par tnership with Bristol-Myers Squibb © L2 2010 DISCOVERIES 11
  • 12. Younger “Age of Onset” SCOTT Brands Lead HAGEDORN As one would expect, brands that market to younger consumers have PHD Media higher Digital IQs. In an attempt to reach a generation raised on Google and Facebook, brand marketers in categories such as Birth Control, HPV and “We’ve seen the Psychiatry have worked to understand how to design informative and interac- internet emerge as the medium all tive web sites, incorporate community content and technology, attract users segments of the population say they to branded sites, and test social media. Yet, this is a case of not seeing the could not live without. There is clear- forest from the trees as the vast majority of prescription drugs are consumed ly an opportunity for pharma brands by older adults who are increasingly online— in the five-year period from 2004 marketing to a senior population to to 2009 Internet usage increased by 55% to 17.5 million users2 for seniors. increase their web presence.” Furthermore, the fastest growing cohort on Facebook is boomer-age women. 2 /0(1)(# DIGITAL IQ AND AGE OF ONSET Average Digital IQ Score and Age of Disease Onset by Disease State Category HPV Human Papillomavirus GENIUS BCL Birth Control 140 PSY Psychiatry HPV ASM Asthma & Allergy GIFTED RHM Rheumatology BCL GST URL Urology 110 GST Gastrointestinal PSY URL AVERAGE CDV Cardiovascular RHM 90 ASM CDV CHALLENGED 70 FEEBLE 0 0 0 0 E2 E4 E6 E8 AG AG AG AG © L2 2010 DISCOVERIES 12
  • 13. Patent Cycle’s Impact AVERAGE TIME TO PATENT EXPIRY Brands categorized as Genius 12 and Gifted have an average of 1.7 more years before patent 10 expiry than brands categorized Average and below, suggesting 8 digital marketing is correlated YEARS 6 with the patent cycle. 4 Pharma brands typically invest heavily in online disease education 2 and awareness efforts before FDA 0 approval. Drugs also invest early Genius Gifted Average Challenged Feeble in the patent cycle, one year after FDA approval, as they are building DIGITAL IQ awareness for the brand. Brands new to the market have higher Digi- tal IQs, suggesting a greater digital investment and focus. © L2 2010 DISCOVERIES 13
  • 14. FINDINGS Platform Branded sites inform consumers and encourage patient compliance at different PETER stages of the disease cycle. Sites for drugs with multiple indications face the ad- GOLDER ditional challenge of tailoring content to different conditions. Because of the variety Tuck School of Business at of patient audiences, clearly directing users and prospects to appropriate informa- Dartmouth tion is the hallmark of a strong site. Among branded sites, Symbicort and Abilify's “Quantitative are among the best at funneling visitors by condition and stage of diagnosis. measures are most useful for bench- Although all sites offer basic drug information, the best include disease educa- marking and upgrading sites on tion, like Crestor’s scientific videos, and community content, like Nexium’s site established performance criteria. with patient success-story videos and lifestyle tools. The biggest divergence Qualitative insights are most use- among pharmaceutical sites is in the use of technology to amplify content. ful for generating and introducing Although strong sites offer videos and interactive features with anatomic im- entirely new performance criteria.” ages, doctor interviews, and patient testimonials, 55% fail to incorporate flash elements, popular for adding animation and interactivity to web content and a barometer of web sophistication, beyond the home page. QUICK STATS Every site aims to influence visitors to act through one or a combination of Branded Sites: symptom assessment surveys, doctor discussion guides, coupons for a new or • 85% offer a Doctor Discussion continuing prescription, and tools to encourage compliance with a prescription. guide Many of these tools are PDF documents, which in many cases is not the best • 62% offer little or no community way to leverage the speed and convenience of the digital medium. Exceptions content include Spiriva and Synvisc, which offer to send assessment results via email. • 57% offer savings for first-time CALLS TO ACTION ON BRANDED SITES prescriptions • 47% have an unbranded site, 60% typically devoted to disease 50% education 40% • 45% offer a compliance tool, Frequency such as email, text reminders, or 30% a downloadable PDF calendar 20% • 42% offer savings for current users 10% • 26% have no access to customer service 0% Visit Doctor New Rx Rx Savings Compliance Call to Action Message © L2 2010 FINDINGS 14
  • 15. Forty-five percent of sites offer savings to current users, effectively diminishing the profitability of those sales, although there may be gains in market share when the drug is in a head-to-head battle with a major competitor. The creation of unbranded education- oriented sites is a popular technique to market drugs before approval by the FDA. Once a drug is FDA- approved, the use of unbranded sites declines. Still, 47% of brands in the study maintain a microsite to comple- ment their branded site’s disease education content. Comparatively, the unbranded site www.symbicort.com typically generates significantly fewer unique visitors than a branded site, even when offering better disease education information and technology integration. For example, Advair.com has more than 16 times as many visitors as its arguably superior un- branded counterpart, Asthma.com. Low traffic combined with the danger www.viagra.com of competitive brands benefiting from www.viagra.com other’s unbranded efforts, calls into question their longer-term value. www.abilify.com © L2 2010 FINDINGS 15
  • 16. Search Engine Optimization Search engines are the primary tool pharmaceutical paid search advertising is primarily limited to two types of ads: consumers use to seek health infor- brand-reminder and help-seeking. Brand-reminder ads incorporate a brand’s mation online, and search remains a name and are restricted from explaining drug treatment uses and benefits; digital priority for most pharmaceuti- help-seeking ads tout the uses and benefits of a drug, but do not mention cal brands1. Brands strive for search its name. Brands in the study strongly favor brand-reminder ads, particularly engine visibility, not only for consum- for patients further along the disease cycle using more specific, lower-funnel ers seeking specific drug information, terms, and also because consumers may perceive help-seeking ads as con- but also for those learning about a fusing and potentially misleading. In November 2009, Google proposed two condition. Generating awareness new types of ads: product-claim ads, which would link to a product site and among upper-funnel consumers explain drug benefits, and black-box ads, both of which link to full text black- helps brands acquire diagnosed box warnings. Yaz is the lone brand in the study to use black-box ads. but untreated patients. Research has found that consumers who visit a brand’s site are three times more Brand-Reminder Ad { likely to request a drug by name2, and 44% of physicians prescribe Help-Seeking Ad { a requested drug3. Weak search engine optimization by pharmaceuti- Black-Box Ad { cal brands allows health portals to dominate in organic search visibility for every disease state. RELATIVE TRAFFIC OF TOP BRANDED SITES In 2008, more than 30% of pharma- ceutical search engine traffic was directed from paid ads4. Because of March 2010 space limitations and FDA regulation, 1 02*3))0#4 2 !"#$"%%"#&'()("*+$ 3 5"0)(* UM A A Y RA IX R A N X NG IR EL X 4 LT 60%70)( CI TR NE TI IF TO RI AV VA BR AG RI AN IL XI EN BA TO VI SO PI PL AD VA AB EN NE VI LE CH OR LI M VY NA NU CY QUICK STATS BRANDS BY DISEASE STATE ON PAID SEARCH SEO: • 70% of brands engage in paid 100% search on Google or Bing 80% March 2010 • 62% of brands engage in branded 60% paid search on Google or Bing 40% • Google Page Rank average for branded pharmaceutical 20% sites is 4.75 0% AL Y GY Y GY Y TH Y • Pharmaceutical sites have an OG OG RG TR AL IN LO LO IA OL OL LE ST HE IO O H AL UR AT UR TE YC RD average of 91 inbound links ’S M NE IN & PS CA EN EU RO A OM M RH ST TH W GA AS © L2 2010 FINDINGS 16
  • 17. Off-Platform Messaging In 2009 pharmaceutical industry online advertising spend was up 31% SCOTT year-on-year, to $117 million, while consumer ad spending overall remained HAGEDORN virtually flat5. Digital spending represents about 4% of total DTC budgets. As PHD Media online advertising becomes a larger part of pharmaceutical marketing bud- gets, brands are looking for innovative ways to reach consumers, however, most efforts remain focused on boilerplate ad offerings on highly trafficked “In addition to consumer health portals, like WebMD or Quality Health. shifting ad dollars, marketers are re-examining their overall market- Fifty-eight percent of brands in the study advertise on WebMD, Everyday ing investments. We see a shifting of Health, or About.com Health and 60% of these brands advertise on more than dollars to platforms that offer deeper one of the portals. Branded presence on portal sites ranges from traditional engagement with consumers. We be- display advertising to sponsored editorial content and diagnostic tools. The lieve this is driven in part by the richer most effective advertising is highly visible on primary pages about a specific experiences that digital media offers.” condition on the most popular sites. This coveted space sells out quickly, often relegating competing brands to less desirable pages. Notable advertis- ing initiatives beyond the portals are Cardiology drug Trilipix’s ads on video platform Hulu, HPV drug Gardasil on the CW TV Network’s site, and allergy QUICK STATS brands' display advertising on AccuWeather and Weather.com. Portal Collaboration: • 58% of brands advertised on 5 WebMD, Everyday Health or !(.0+"18&!"*9(%0#4&:&!(.0" About.com Health in February 2010 • 42% of brands had a noticeable presence on WebMD • 47% of brands had a noticeable presence on Everyday Health • 13% of brands had a noticeable presence on About.com Health • All Psychiatry and Rheumatology brands were visible on top health portals www.webmd.com www.qualityhealth.com © L2 2010 FINDINGS 17
  • 18. Email QUICK STATS Email is a low-cost way to engage patients and ensure they stay current on Email: their drug regimen. More than 80% of brands offered opt-in email from the • 72% of email programs branded site, although less than 60% of these brands corresponded in a six- contain a clear call to action week period. Often a brand email effort is touted as a support program and is to prompt doctor discussion or complemented by an offline effort, including direct mail. prescription fills. The number one reason consumers opt in to email programs is to receive • 70% of branded programs coupons6, and 30% of email programs specifically offered savings. The personalize emails. purpose and content of email campaigns ranged from calls to action (75%) • All Cardiology brands have email to branded-drug-specific information: (75%), disease education (50%) and marketing programs. community content (30%). • All Neurology brands have email marketing programs with clear In the best cases, emails were customized and personalized like Pristiq’s A calls to action. New Day support messages. Some brands, including Ortho Tri-Cyclen Lo, Yaz, Humira, and Lovaza, offer patient reminder emails to support compli- ance. 6 ;<)013# Lescol XL email Humira email Pristiq email © L2 2010 FINDINGS 18
  • 19. Mobile Pharmaceutical branded mobile NOTABLE DISEASE MANAGEMENT APPS activity is scant with the exception of SMS reminder alerts sent by 15% MOBILE Disease Customer APPLICATION State Rating Comments of brands. Third-party companies Enhanced $5.99 version allows are also offering reminder and users to log, track, and analyze compliance apps, including the Chronic Pain Tracker Rheumatology 3/5 pain and download data into PDF for healthcare provider “Pill Phone” and “PillBoxer.” discussion None of the brands in the study $4.99 app allows users to have applications available in iTunes, iHeart-Pulse Reader Cardiovascular 5/5 monitor and track their pulse over time however many iPhone apps exist for both general and specific disease $0.99 app offers customizable PureSleep AmbiScience Insomnia 3.5/5 audio programs to promote management purposes. Notable in sleep the general category is WebMD’s $0.99 app provides tools to app, “WebMD Mobile,” which pro- Live Happy Psychiatry 3/5 track mood and exercises to vides information about symptoms, promote happiness drugs, and first aid. Apps are com- Free app tracks number of Smoking mon for disease state management Quitter 3/5 smoke-free days and cost Cessation savings for conditions such as smoking ces- sation, insomnia, allergies, rheuma- $0.99 app reminds users to Pink Reminder Women’s Health 3/5 tology, and cardiovascular disease. take medication QUICK STATS Mobile: • Merck and Sanofi-Aventis are the only pharmaceutical parent com- panies with iPhone apps. No brands have iPhone apps i-Heart Pulse Reader App ThePill.com App Livehappy.com App © L2 2010 FINDINGS 19
  • 20. SELECTED HEALTH PORTALS Unique Monthly Advertising Visitors Brands PORTAL Description (millions) Key Advertising Tools include Educational content, expert commentary, medical reviews, 17.4 • Banner ads Chantix community services, and health management tools. Cymbalta • Sponsored editorial Content includes information about conditions, a drug Enbrel • Sponsored “health checks” database, healthy living advice, and news. NuvaRing • Technology superior to other Message boards and newsletters serve as a precursor to Viagra sites its upcoming Health Exchange community site. Educational health content for more than 100 health 6.4 • Banner ads with flash and video Abilify categories ranges from information about common health • Sponsored editorial Chantix conditions to interactive symptom checkers to nutritional • Custom email campaigns Lipitor and exercise tips. Orencia Community section incorporates 2.0 tools, including blogs, Plavix personal profiles, and photos, to promote interaction among site visitors. Seroquel Viagra Vytorin Content organized by condition centers with information No • Banner ads Cymbalta on the condition, symptoms, treatment options, and data • Video ads Kapidex support resources. Seasonique The site also features healthcare news, videos, interactive Zetia symptom checkers, and community content in the form of health newsletters and such social media tools as blogs, chat rooms, and forums. Offers news, videos, tips, drug guides, and interactive 6.3 • Banner ads Cialis health tools across a number of disease-specific • Video ads Lunesta categories. NuvaRing Social media tools are integrated to promote community, Pristiq and offer condition-specific groups, message boards, and expert advice blogs. Editorial content and videos often courtesy of third-party health content providers. Provides educational health content across more than 45 2.9 • Banner ads with flash Cymbalta disease categories, with information on causes, symp- • Video ads Kapidex toms, and treatments. • Sponsorship of health centers Vytorin The portal offers videos, news, expert advice, drug guides, • Sponsored editorial and interactive tools, including symptom checkers and quizzes. 2.0 tools include blogs and support groups. Features informative health and fitness content, interac- 2.8 • Banner ads with flash Chantix tive tools, resources, expert advice, videos, specialized • Video features Enbrel reports, and community content across more than 50 Lipitor disease centers. Lyrica Disease centers include content in line with that of other NuvaRing portals, such as news, information on symptoms, and treat- ment options. Partners with third-party content providers. Pristiq Viagra © L2 2010 FINDINGS 20
  • 21. Social Networking company channels (Ambien and QUICK STATS Only 19% of pharmaceutical brands Toprol-XL). Videos range from offer- Social Media: are on at least one major social ing specific information about a drug, media platform: Facebook, You- its benefits and side effects, to playful • 48% of parent companies have a presence on Facebook Tube, or Twitter. Standouts Gardasil content about a disease state, as in • 28% of branded sites have and Nexium maintain pages with the case of Levitra’s InBed videos Facebook as a top-5 referral site rich media content and have at- featuring a cartoon couple dealing • Facebook is a top-5 referral site tracted thousands of fans despite with erectile dysfunction. for all Women’s Health brands prohibiting wall postings to avoid On the flip side, parent company • 60% of parent companies have adverse-event reporting. On Twitter, social media adoption tops 80%. a presence on Twitter, with an the Purple Pill listens to custom- average growth in followers of The disparity in participation be- ers and direct messages an 800 31% from February to March tween parent company and brands number in response to tweets about 2010 highlights the effect of the current the drug. The only other brand ac- • 36% of parent companies have regulatory limbo concerning social tive on Twitter is Spiriva, with five a presence on YouTube media. However, most company Twitter handles, four from celebrity • According to Manhattan efforts are little more than PR or spokespeople, conversing about the Research, almost 50% of con- human resources tools. Johnson & sumers seeking health informa- =*0>(?2@A= campaign. Johnson is a notable exception; the tion watched health videos online Eighteen percent of brands have a company maintains an engaging in 2009 presence on YouTube ranging from presence on all three major plat- dedicated YouTube channels (Yaz forms. Its YouTube channel features and Lunesta) to videos on parent monials to educational pieces. The videos ranging from patient testi- corporate Twitter account retweets and converses with users, while the Gardasil Facebook company’s Facebook page features wall postings of varied and interest- ing content. Some companies are experimenting with sponsored communities tailored to patients of specific disease states. Bayer’s MS-Gateway forum for multiple sclerosis boasts more than 12,000 members and 200,000 posts. Other interesting efforts include Novo Nordisk’s Voices of Diabetes community and Novartis’s CML Earth, an elegantly designed platform for leukemia patients. As social media platforms experi- ence double- and triple-digit user growth, the pharmaceutical industry is missing a key opportunity to con- nect with consumers. According to Yaz YouTube Manhattan Research, more than 80 million Americans use social media for health-related issues. Brands often © L2 2010 FINDINGS 21
  • 22. cite regulations about adverse-event reporting as the reason for their hesi- tation to embrace social media. Yet, a November 2009 Nielsen study found that only one in 500 online postings, or 0.2%, incorporate the criteria re- quired for adverse-event reporting. Third-party patient communities are proliferating, like PatientsLikeMe, with over 50,000 members, but they seldom offer brand advertising. Con- sumer health portals are also moving into the social networking space. In March 2010, WebMD announced the launch of Health Exchange, a new Johnson & Johnson health social networking platform, to YouTube channel and Facebook page grab share from already entrenched third-party social media communi- ties. Well-known destination sites are also strong on Twitter, Facebook, and YouTube: LIVESTRONG’s CEO tweets, retweets, and direct mes- sages with some 1 million followers, and Mayo Clinic’s YouTube channel has generated more than 1.7 million views. Patientslikeme.com © L2 2010 FINDINGS 22
  • 23. TOP PARENT COMPANY TWITTER EFFORTS Total Follower Tweets Tweet Re- Company Twitter Followers Growth* ** Growth* tweets? Comments Pfizer pfizer_news 5,146 14.1% 99 11.2% N Mostly PR, some pharmaceutical news and links to blogs and social media news Novartis Novartis 4,652 ND 150 4.2% N Information about the company, products, links to other social media and technology. Company also appears to own protected handle Novartis Trials GlaxoSmithKline GSKUS 3,426 ND 254 13.9% Y Links to GSK blog posts, news, other links; glaxo- smithkline also appears to be occupied by com- pany, but no tweets Johnson & JNJComm 3,201 ND 744 7.2% Y Highly personalized content; retweets and Johnson converses; provides color on industry and more general news Roche Roche.com 3,193 ND 661 7.1% Y Conversations and news about company Genentech genentechnews 2,754 6.6% 81 11.0% N PR news, information, links; brand also occupies genentech handle but no tweets Amgen Amgen 2,124 8.4% 101 4.1% N Corporate PR and financial news Sanofi-Aventis Durbaniak 1,677 ND 1,484 ND Y Vice president for innovation tweets about pharmaceutical social media AstraZeneca AstraZeneca 1,287 17.4% 107 16.% Y PR information, including comments from CEO Sanofi-Aventis sanofiaventisTV 924 6.3% 132 6.5% N French-language handle Bristol-Myers bmsnews 785 31.5% 4 ND N Mostly business news. First tweet March 1, 2010 Squibb Merck merckcareers1 669 8.6% 1,056 10.0% N Posts job openings. Company also appears to occupy Merck handle but account is protected Bayer BayerHealthCare 556 143.9% 48 ND N German and English bilingual account tweets news AstraZeneca AstraZenecaJobs 481 12.4% 888 13.6% N Tweets about available jobs Genzyme genzymecorp 397 26.0% 0 0.0% N No content; unsure if official Pfizer RayKerins 362 ND 31 3.3% Y Retweets Pfizer content and other pharmaceutical posts. Updates about FDA approvals and other industry news Lilly Eli Lilly 205 9.6% 0 0.0% N No content; unsure if official Novartis NVSOncoCareers 128 ND 58 141.7% N Links to job postings Amgen AmgenFoundation 61 103.3% 2 NA N First tweet late February about Amgen’s foundation and philanthropic efforts Galaderma galaderma 38 18.8% 0 0.0% N No content; unsure if official * February-March 2010 ** As of March 2010 © L2 2010 FINDINGS 23
  • 24. TOP PARENT COMPANY FACEBOOK EFFORTS Company Facebook Page Name Fans Comments Novartis Novartis 3,615 Active fan wall engagement and photo uploads, including from employees and bloggers, a few links from company Pfizer Pfizer 3,344 Launched in late February, offers links to news, corporate info (annual report, corporate social responsibility initiatives), Twitter, blogs, company posts, links, and videos on various topics GlaxoSmithKline GlaxoSmithKline 2,739 PR communications from company, fan engagement in postings, unmoderated discussion board Johnson & Johnson Johnson & Johnson 2,471 Links to news, history, stories, videos of patients, and caregiver stories about various Network conditions Boehringer Ingelhelm Boehringer Ingelhelm 1,669 Unclear if page is official, mostly employees connecting from all over the world AstraZeneca AstraZeneca US 1,613 Highlights corporate social responsibility efforts and policies, wall postings, videos, Community Connections and forum for moderated discussion, although no fan engagement TOP PARENT COMPANY YOUTUBE EFFORTS Total Viewer Company YouTube Channel Views** Growth* Comments Johnson & Johnson Johnson & Johnson 174,510 ND Videos on a number of procedures from hair transplants to coronary Health Channel stent implants. Links to other J&J digital properties including blog GlaxoSmithKline GSK Vision 20,682 3.4% General PR content from GSK AstraZeneca AstraZenecaPharma 11,815 ND Video response to !(#B)&6("1%$ article that include two AstraZen- eca drugs: http://www.astrazeneca-us.com/?itemId=3311003 Boehringer Ingelheim boeringeringelheim 11,770 ND Disclaimer on site that states that it is not intended for views in U.S. Videos feature disease education: Parkinson’s, anticoagulation, etc. Novartis Novartis 9,402 ND Patient testimonials, employee interviews, advertisements, demonstrations of social networking sites for gastrointestinal tumor (GIST) and chronic myelogenous leukemia (CML Earth) Abbott AbbottChannel 6,167 6.2% Site content about the Abbot Fund, a nonprofit organization wholly supported by Abbott Laboratories AstraZeneca AZ Careers 3,082 9.2% Content for recruiting and job seekers Genentech Genentech 2,732 7.4% Testimonials from Genentech employees about work Sanofi-Aventis Sanofi-Aventis 1,922 1.4% Video of Ambien rooster commercial Pharma’s Channel Bayer Bayer AG 1,196 17.5% Videos about innovative company efforts AstraZeneca AZ Business Channel 774 ND Interviews with management * February-March 2010 ** As of March 2010 © L2 2010 FINDINGS 24
  • 25. ASTHMA & ALLERGY Brands in the Asthma & Allergy category demonstrate the lowest average IQ of the eight disease states. Sites in the category suffer from NK M NK IA RA OR poor traffic, weak content, and do RA ED M F RY IQ M AT L OR AL T GO L AL PL EN TA S F UG ER AS TE AT CI F- little to build community or prompt GI O R DR OV SO CA OF PA SE CL PL DI 8 1 SYMBICORT AstraZeneca 5 3 1 2 130 Gifted user action. AstraZeneca’s Symbi- cort is the lone bright spot, scoring 21 2 ADVAIR GlaxoSmithKline 3 3 2 3 106 Average IQ points for its innovative advertis- 22 3 SINGULAIR Merck 3 3 2 3 105 Average ing presence on healthcare portal Pfizer and 24 4 SPIRIVA 2 2 1 5 102 Average Everyday Health, and for a site that Boehringer Ingelheim incorporates an intuitive interface 37 5 NASONEX Schering-Plough 2 0 3 3 86 Challenged with interactive disease education. 39 6 VERAMYST GlaxoSmithKline 3 2 1 0 85 Challenged Singulair and Spiriva are the only 41 7 OMNARIS Sepracor 1 1 4 1 82 Challenged other brands that demonstrate an 48 8 PATANASE Alcon 2 0 0 1 60 Feeble active ad presence on top health 50 9 PULMICORT AstraZeneca 0 2 0 1 52 Feeble portals. Spiriva boasts the category’s 51 10 ASTEPRO Meda 0 0 1 0 42 Feeble strongest social media effort with a rare pharmaceutical multichannel digital campaign, =*0>(?2@A=. SITE CONTENT BY BRAND Enhance Brand 20 Building Community 15 Conversion Disease Education 10 5 0 T AIR IR X VA RIS T SE RT RO OR VA NE IRI YS A CO BIC GUL AD SO SP NA AM AN MI TEP SY M SIN NA OM VE R PAT PU L AS >> 67% of brands in the category offer coupons for new prescriptions. << © L2 2010 ASTHMA & ALLERGY 25
  • 26. COMPARATIVE TRAFFIC Relative Site Traffic Among Asthma & Allergy Brands Paid Search No Paid Search RELATIVE SITE TRAFFIC NASONEX ADVAIR SYMBICORT OMNARIS ASTEPRO VERAMYST SPIRIVA SINGULAIR PULMICORT PATANASE FLASH OF GENIUS DRIVE4COPD A rare multichannel effort is Spiriva’s =*0>(?2@A= campaign, which recruited five celebrities to drive across the U.S. to host screening events for chronic obstructive pulmonary disease (COPD). A dedicated microsite serves as mission control for social media tools used to promote =*0>(?2@A=, including a live Twitter feed, links to Flickr photos, YouTube videos, and a dedicated Facebook page. The site also hosts a screening tool so that users can participate virtually. >> 60% of Allergy & Asthma brands have an email marketing program. << © L2 2010 ASTHMA & ALLERGY 26
  • 27. COMPARATIVE BRAND BUZZ Relative Volume & Sentiment of Commentary on Blogs RELATIVE VOLUME +7 +6 BRANDED SOCIAL MEDIA +5 PRESENCE Positive +4 +3 RELATIVE SENTIMENT +2 Advair - - - • NASONEX +1 Astepro - - PATANASE OMNARIS Neutral 0 SINGULAIR Nasonex - - - ASTEPRO -1 PULMICORT Omnaris - - - -2 VERAMYST Patanase - - - -3 ADVAIR Pulmicort - - - SPIRIVA Negative Singulair - - - -4 -5 Spiriva ••• • SYMBICORT Symbicort - - -6 Veramyst - - - -7 MISSED OPPORTUNITY SPOTLIGHT ON SOCIAL MEDIA KRISTIN GOELZ In addition to Spiriva’s efforts on Twitter, PULMICORT Flashlight Interactive YouTube, Facebook, and Flickr, other Pulmicortflexhaler.com is a limited site that is best brands in the Asthma & Allergy category described as brochure ware. For example, the dabble with social media. “ Just Ask Sara” section recaps a conversation AstraZeneca’s Symbicort launched a between a patient and physician in text without employing media YouTube channel, My Asthma Story, in or graphics to bring the content to life. The user does not have February 2009, featuring testimonials by a reason to return to the site and is left feeling like the web is an users about their experiences with the afterthought for the brand. drug. The site was no longer on YouTube as of March 2010. >> 40% of Allergy & Asthma brands engage in paid search. << © L2 2010 ASTHMA & ALLERGY 27
  • 28. CARDIOLOGY Cardiology, the largest category in the study (as defined by the number of brands included), disappoints. This group boasts more Feeble brands than any other disease state. Gifted brands Crestor and Lipitor lead NK M NK IA RA OR online category efforts with interac- RA ED M F RY IQ M AT L OR AL T GO L AL PL EN TA S F UG ER AS TE AT CI F- tive, brand-enhancing sites that GI O R DR OV SO CA OF PA SE CL PL DI 5 1 CRESTOR AstraZeneca 5 3 2 4 137 Gifted substantially outperform peers in the space. Although 82% of Cardiology 12 2 LIPITOR Pfizer 4 4 2 3 124 Gifted brands engage in paid search, aver- 23 3 ZETIA Merck 2 4 2 3 106 Average age traffic to branded sites was 27% 26 4 VYTORIN Merck 2 4 2 3 103 Average below the study average, and not one Bristol-Myers Squibb cardiovascular brand has established 32 5 PLAVIX 1 4 2 3 94 Average and Sanofi-Aventis a beachhead in social media. Toprol- 36 6 LOVAZA GlaxoSmithKline 4 0 1 1 88 Challenged XL is the only brand with web 2.0 Schering-Plough and presence: a video on AstraZeneca’s 44 7 LESCOL XL 1 1 2 0 66 Feeble GlaxoSmithKline YouTube Channel. More than 60% of 45 11 TRILIPIX Abbott 0 0 0 2 63 Feeble sites offer discounts for new prescrip- 46 8 CADUET Pfizer 1 1 1 0 63 Feeble tions and more than half offer savings 47 10 NIASPAN Abbott 0 0 0 1 61 Feeble for current users. 49 9 TOPROL-XL AstraZeneca 0 1 0 2 60 Feeble Although every Cardiology brand engages in email marketing, brand sites were the least likely among SITE CONTENT BY BRAND all categories to offer compliance Enhance Brand tools such as Crestor’s cholesterol tracker and Lovaza’s email, text, and Building Community voicemail reminders. In addition to Conversion site efforts, most differentiation in Disease Education the space occurs across off-platform messaging. Aggressive online adver- tising both on and off consumer health portals supports Gifted brand Lipitor. Zetia, Vytorin, and Plavix also TO R ITO R IA ZA RIN IX LX L ET AN -XL PIX shine in the space. ES LIP ZET LO VA TO PL AV CO CA DU SP OL ILI CR VY LES NIA T OP R TR >> Four of the brands in this category have dedicated unbranded disease education sites, with Niaspan offering three separate sites: www.forheartrisk.com | www.knowyourhdl.com | www.knowyourtrigs.com << © L2 2010 CARDIOLOGY 28
  • 29. FLASH OF GENIUS KRISTIN GOELZ Flashlight Interactive CRESTOR: Online Tools Crestor.com is made for the masses. It is built for technophobes as well as technophiles. The content-heavy site gives users control of their experience with the choice to read or watch product or disease state explanations. The online tools encourage repeat visits and clearly emphasize the need to speak to a physician about treatment options. LIPITOR: Navigation Lipitor.com does a great job connecting disease state and brand information. The fun navigational tools accentuate the breadth of content on the site and allow easy access to key areas. The site satisfies the regulatory constraints of the pharmaceutical industry while still engaging patients by allowing them to share stories. >> Vytorin leads all cardiology brands in site traffic, boasting over 100,000 unique monthly visitors. << © L2 2010 CARDIOLOGY 29
  • 30. COMPARATIVE TRAFFIC Relative Site Traffic Among Cardiology Brands Paid Search No Paid Search RELATIVE SITE TRAFFIC VYTORIN ZETIA LIPITOR PLAVIX CRESTOR TRILIPIX NIASPAN LOVAZA CADUET TOPROL-XL LESCOL XL MISSED OPPORTUNITY KRISTIN GOELZ Flashlight Interactive NIASPAN.COM The small print filling the primary entry page of Niaspan.com makes for an intimidating first impression. The site reinforces this by repeating words such as “side effects” and “safety information” (11 times on the home page alone), as well as using content filled with legalese. Consumers searching for clear information will have trouble deciphering phrases such as, “NIASPAN, along with diet and a bile acid binding resin.” >> Niaspan’s site offers a dedicated customer service phone number available 24/7. << © L2 2010 CARDIOLOGY 30
  • 31. COMPARATIVE BRAND BUZZ Relative Volume & Sentiment of Commentary on Blogs +7 +6 RELATIVE VOLUME +5 Positive +4 CRESTOR BRANDED SOCIAL MEDIA PRESENCE +3 +2 LOVAZA RELATIVE SENTIMENT Caduet - - - +1 TRILIPIX Crestor - - - Neutral 0 Lescol XL - - - CADUET NIASPAN -1 ZETIA TOPROL-XL Lipitor - - - -2 Lovaza - - - Niaspan - - - -3 VYTORIN Plavix - - - Negative -4 PLAVIX LESCOL XL Vytorin - - - -5 LIPITOR Zetia - - - -6 Toprol-XL Trilipix - - - - • - -7 SPOTLIGHT ON SOCIAL MEDIA AstraZeneca’s YouTube channel includes a short video featuring a doctor discussing Toprol-XL and its treatment of high blood pressure. As of March 2010, the video had only 320 views since its upload in October 2009—though not setting the world on fire, the effort is to be applauded. Cardiology brands benefit from an average buzz score three times the study’s average, with blog topics ranging from FDA news and medical study results to business news and side effects. >> Lescol XL site offers phone, mail, and email contact information, with a promise to return ’s email messages within 24 hours. << © L2 2010 CARDIOLOGY 31
  • 32. GASTROINTESTINAL Genius Nexium leads the small but relatively strong Gastrointestinal category. AstraZeneca’s purple pill stood out NK M NK IA RA OR as an industry leader with the top- RA ED M F RY IQ M AT L OR AL T GO L AL PL EN TA S F UG ER AS TE AT CI F- trafficked site and is the only brand GI O R DR OV SO CA OF PA SE CL PL DI 2 1 NEXIUM AstraZeneca 5 3 3 5 143 Genius with both a Twitter and Facebook presence, the latter offering an inter- 19 2 KAPIDEX Takeda 3 5 3 0 110 Gifted active poll and links to coupons. Elsai & Ortho- 29 3 ACIPHEX McNeil-Janssen 3 0 4 2 98 Average The Nexium site possesses an (PriCara) intuitive user interface and practi- cal lifestyle tools for managing diet, SITE CONTENT BY BRAND exercise, and sleep. The brand also has a prominent advertising pres- 15 ence on healthcare portals including Enhance Brand 12 WebMD and Everyday Health. Building Community 9 Takeda’s Kapidex leads category Conversion 6 online advertising efforts, with spon- sored editorial and video content 3 Disease Education on WebMD. Along with Aciphex, 0 M EX EX Kapidex offers email communica- NE XIU AC IPH KA PID tion; however, limited online adver- tising and a flat brand site prevents COMPARATIVE TRAFFIC Kapidex from keeping up with Relative Site Traffic Among Gastrointestinal Brands digitally adept gastrointestinal peers. 60 All brands in the category participate 50 Paid Search in paid search. RELATIVE SITE TRAFFIC 40 No Paid Search 30 20 10 0 NEXIUM KAPIDEX ACIPHEX >> Aciphex leads Gastrointestinal brands in mentions on blogs and online comments. << © L2 2010 GASTROINTESTINAL 32
  • 33. FLASH OF GENIUS NEXIUM: Lifestyle Tools Nexium’s site offers customized health management tools and dietician’s advice via email. Tools include the Trigger Checker, a searchable database of acid-reflux trigger ingredients and suggestions for milder substitutes; the Meal Planner, a weekly menu builder with heartburn-preventing recipes; and the Personal Fitness Planner, a tool that creates customized exercise plans designed by a virtual fitness trainer that can be saved on site. >> Nexium leads all brands in traffic with more than 900,000 unique monthly visitors. << © L2 2010 GASTROINTESTINAL 33
  • 34. COMPARATIVE BRAND BUZZ Relative Volume & Sentiment of Commentary on Blogs +7 +6 +5 RELATIVE VOLUME Positive +4 +3 RELATIVE SENTIMENT +2 +1 Neutral 0 -1 NEXIUM -2 -3 Negative -4 BRANDED SOCIAL MEDIA PRESENCE -5 KAPIDEX -6 -7 Aciphex - - - -8 Kapidex - - - •• ACIPHEX -9 Nexium - -10 SPOTLIGHT ON SOCIAL MEDIA Nexium is the only gastrointestinal brand with a presence on both Facebook and Twitter. With more than 2,000 fans, Nexium’s Facebook page promotes purplepill.com’s health tools, patient success stories, and FAQs. The page features moderated discussions, user polls, and links to a printable savings card. Nexium’s Twitter handle has 152 followers and grew by almost one third month-on-month from February to March 2010. In addition, the AZhelps handle, maintained by par- ent company AstraZeneca, responds to comments and complaints about Nexium via direct messages and offers a toll-free number for users to follow up. >> Nexium is the only brand in this category with an unbranded disease education site with a separate URL: www.gerd.com. << © L2 2010 GASTROINTESTINAL 34
  • 35. NEUROLOGY The small Neurology category features three of the most ubiquitous pharma- ceutical brands and some of the strongest digital innovation in the industry. Pfizer’s smoking cessation drug, NK M NK IA RA OR Chantix, earns a spot in the Genius RA ED M F RY IQ M AT L OR AL T GO L AL PL EN TA S F UG ER AS TE AT CI F- ranks boasting an intuitive, customer- GI O R DR OV SO CA OF PA SE CL PL DI 3 1 CHANTIX Pfizer 4 5 4 3 140 Genius oriented site and a sponsored re- source center on WebMD. 10 2 LUNESTA Sepracor 3 5 3 5 126 Gifted 15 3 AMBIEN CR Sanofi-Aventis 4 2 5 4 118 Gifted Lunesta takes home the digital crown among sleep aids, with a YouTube channel featuring patient success stories. The Sepracor brand SITE CONTENT BY BRAND also scores points for effective email marketing and digital advertising on 15 health portals. 12 Enhance Brand Building Community Although Ambien CR finished below 9 its sleep-aid rival, its site is a delight, 6 Conversion with playful videos that explore the Disease Education 3 embarrassing outcomes of sleep de- privation. The brand site also features 0 R TIX STA NC AN NE BIE CH LU polls that allow users to compare AM their sleep habits with those of the local and national population, and COMPARATIVE TRAFFIC interactive sleep trackers. Relative Site Traffic Among Neurology Brands 80 Paid Search 70 60 No Paid Search RELATIVE SITE TRAFFIC 50 40 30 20 10 0 CHANTIX LUNESTA AMBIEN CR >> All Neurology brands engage in paid search. << © L2 2010 NEUROLOGY 35
  • 36. FLASH OF GENIUS KRISTIN GOELZ CHANTIX: Online Advertising Flashlight Interactive The Pfizer superstar stands out for its widespread and innovative online advertis- ing across major portals including WebMD, Everyday Health, and About.com Health. Chantix’s sponsored resource center on WebMD features brand-created content, including video testimonials from successful quitters, instant polls, and articles on smok- ing cessation. A second resource center, A*3>(#&C%*"%(40()& %3&DE0%&CF390#4&G$(#&H3EB*(&'(".I&%3&J(%& C(*03E), is funded by parent company Pfizer and features editorial content as well as banner ads. >> Lunesta is the only Neurology brand that does not maintain an unbranded disease education site; relative newcomer Chantix maintains three separate sites, and Ambien CR supports one. << © L2 2010 NEUROLOGY 36
  • 37. COMPARATIVE BRAND BUZZ Relative Volume & Sentiment of Commentary on Blogs +7 +6 +5 RELATIVE VOLUME Positive LUNESTA +4 +3 RELATIVE SENTIMENT +2 +1 Neutral 0 -1 CHANTIX BRANDED SOCIAL MEDIA PRESENCE -2 -3 Negative • -4 Ambien CR - - -5 Chantix - - - • -6 AMBIEN CR Lunesta - - -7 SPOTLIGHT ON SOCIAL MEDIA Both major insomnia brands have a social media presence: Lunesta hosts a dedicated YouTube chan- nel, and Ambien CR posts its famed rooster commercial on parent Sanofi-Aventis’s channel, with more than 8,500 upload views to date. Lunesta’s channel features patient stories that are also streamed on its site, but is plagued by limited views. On the heels of great earned media from the “Silence Your Rooster” campaign, Ambien CR leads Neurol- ogy brands in mentions on online blogs and comments. >> All Neurology brands offer compliance tools on their branded sites. Ambien CR’s site receives more than twice as much traffic as Lunesta’s. << © L2 2010 NEUROLOGY 37
  • 38. PSYCHIATRY Psychiatry’s strength as a category is in off-platform messaging, and most brands advertise on top consumer health portals and other digital properties. All brands but Cymbalta engage in NK M NK IA RA OR email marketing programs. Annual RA ED M F RY IQ M AT L OR AL T GO L AL PL EN TA S F UG ER AS TE AT CI F- traffic growth to branded Psychiatry GI O R DR OV SO CA OF PA SE CL PL DI 11 1 SEROQUEL AstraZeneca 4 4 3 4 124 Gifted sites tops 130%—second only to Urology in this study—driven largely 16 2 CYMBALTA Lilly 1 5 4 3 113 Gifted by triple-digit growth to Abilify and 17 3 ABILIFY Bristol-Myers Squibb 3 2 5 3 111 Gifted Cymbalta’s sites. 42 4 PRISTIQ Pfizer 0 4 0 1 71 Challenged All brands participate in paid search except for Pristiq. Not one brand in the category has an official social SITE CONTENT BY BRAND media presence, however Psychiatry Enhance Brand brands are popular conversation 15 topics in the blogosphere. Category Building Community 12 leader Seroquel is the only brand with Conversion net positive attention, largely be- 9 Disease Education cause of recent legal liability victories. 6 Sites in the category vary greatly, from Seroquel’s easy-to-navigate, 3 tech-savvy platform with strong 0 education and community content to EL FY A IQ QU ILI ALT IST RO AB MB PR Pristiq’s dated efforts overwhelmed SE CY by repurposed TV content. Overall, education information and conver- sion tools are weak across the SPOTLIGHT ON SOCIAL MEDIA category. Abilify’s site offers various tools intended to prompt doctor None of the Psychiatry brands currently participate in social media. discussion, including a Depression Cymbalta, Abilify, and Seroquel all earn high blog buzz scores with Inventory questionnaire, Doctor content ranging from brand news and discussions of efficacy to side Discussion guide, and side effects effects and compliance. checklist. >> Seroquel and Cymbalta are the only Psychiatry brands with unbranded disease education sites. << © L2 2010 PSYCHIATRY 38
  • 39. COMPARATIVE TRAFFIC Relative Site Traffic Among Psychiatry Brands Paid Search No Paid Search RELATIVE SITE TRAFFIC ABILIFY CYMBALTA SEROQUEL PRISTIQ FLASH OF GENIUS SEROQUEL: Video & Portraits Of Bipolar Depression Seroquel integrates video throughout its site featuring dramatized stories and patient testimonials. The “Portraits of Bi-Polar” section offers ten short, high-resolution dramatizations that explain the challenges of Bi-Polar disorder to patients and those who support them. The nine patient testimonials address the impact of bi-polar disorder on inter- personal relationships and provide disease information. >> Cymbalta’s site had over 130,000 unique visitors in February 2010. << © L2 2010 PSYCHIATRY 39
  • 40. COMPARATIVE BRAND BUZZ Relative Volume & Sentiment of Commentary on Blogs +7 +6 +5 SEROQUEL RELATIVE VOLUME Positive +4 +3 RELATIVE SENTIMENT +2 +1 Neutral 0 ABILIFY BRANDED SOCIAL MEDIA -1 CYMBALTA PRESENCE -2 -3 Negative Abilify - - - -4 Cymbalta - - - -5 Pristiq - - - -6 PRISTIQ Seroquel - - - -7 >> Pristiq’s “A New Day” program offers emails and content-by-mail to support drug compliance. << © L2 2010 PSYCHIATRY 40
  • 41. RHEUMATOLOGY Rheumatology brand efforts are functional yet predictable and stifled by limited risk-taking. Bristol-Myers Squibbs’ Orencia tops NK M NK IA RA OR the rankings, scoring IQ points from RA ED M F RY IQ M AT L OR AL T GO L AL PL EN TA S F UG ER AS TE AT CI F- its advertising presence on WebMD GI O R DR OV SO CA OF PA SE CL PL DI 17 1 ORENCIA Bristol-Myers Squibb 3 4 2 1 111 Gifted and Everyday Health and its email marketing initiatives. Celebrex, En- 20 2 SYNVISC Genzyme 4 2 3 2 107 Average brel, and Lyrica also boast a strong 27 3 CELEBREX Pfizer 2 3 2 4 100 Average advertising presence on health 30 4 RITUXAN Biogen and Genetech 3 2 1 1 94 Average portals. Lyrica, which received multi- 31 5 HUMIRA Abbott 3 1 2 1 93 Average indication approval for fibromyalgia 32 6 ENBREL Amgen and Wyeth 2 3 2 2 92 Average in 2007, takes a hit for its site, which is difficult to navigate and fails to 40 7 LYRICA Pfizer 1 3 3 2 84 Challenged incorporate technology, although a disease education site improves the quality of Lyrica’s digital information. No Rheumatology brand participates in social media, although Enbrel’s 24-hour nurse hotline allows for two-way communication between a SITE CONTENT BY BRAND patient and the brand. Enhance Brand Building Community 15 SPOTLIGHT ON SOCIAL MEDIA Conversion 12 Disease Education No Rheumatology brands participate in social media. Celebrex leads the 9 category in mentions on online blogs 6 and commenting and is sixth overall among all brands in the study. 3 0 ISC CIA AN EL RE X RA ICA NV EN UX BR LEB MI LYR SY OR RIT EN CE HU >> Lyrica leads all Rheumatology brands in traffic, with more than 165,000 unique visitors per month. << © L2 2010 RHEUMATOLOGY 41
  • 42. COMPARATIVE TRAFFIC Relative Site Traffic Among Rheumatology Brands Paid Search 50 No Paid Search 40 RELATIVE SITE TRAFFIC 30 20 10 0 LYRICA CELEBREX ENBREL SYNVISC ORENCIA HUMIRA RITUXAN FLASH OF GENIUS SYNVISC: Disease Education Synvisc boasts nine videos throughout its site, including patient testimonials and descriptive pieces featuring the site physician, Dr. Nicholas DiNubile. Video content is supplemented by information on living with knee pain, links to related organizations, and other lifestyle content. In addition, Synvisc’s Knee Pain Assessment tool is accessible from most education-related pages on the brand site. The assessment can be emailed to the user or printed and is accom- panied by a doctor locator tool prompting a clear call to action. >> Six of the seven Rheumatology brands maintain an unbranded disease education site with a separate URL; Lyrica is the exception. << © L2 2010 RHEUMATOLOGY 42
  • 43. COMPARATIVE BRAND BUZZ Relative Volume & Sentiment of Commentary on Blogs +7 +6 +5 SYNVISC RELATIVE VOLUME Positive +4 +3 ORENCIA BRANDED SOCIAL MEDIA RELATIVE SENTIMENT +2 PRESENCE +1 CELEBREX Neutral 0 RITUXAN -1 LYRICA Celebrex - - - -2 Enbrel - - - -3 ENBREL Humira - - - Negative -4 Lyrica - - - -5 HUMIRA Orencia - - - Rituxan - - - -6 Synvisc - - - -7 MISSED OPPORTUNITY KRISTIN GOELZ LYRICA Flashlight Interactive The section of Lyrica.com created for epilepsy is small with limited content. Given the strong offline campaign for the brand, visitors expect more from the site, which has no interactive features and provides external links for most resources. >> 85% of Rheumatology brands offer email marketing programs; 65% of which include clear calls to action in email. << © L2 2010 RHEUMATOLOGY 43
  • 44. UROLOGY Digital aptitude varies significantly across the heavily marketed Urology category. Most brand sites introduce con- NK M NK IA RA OR version tools to facilitate initial RA ED M F RY IQ M AT L OR AL T GO L AL PL EN TA S F UG ER AS TE AT CI F- patient-doctor discussion but place GI O R DR OV SO CA OF PA SE CL PL DI 1 1 VIAGRA Pfizer 5 4 5 4 149 Genius little emphasis on community. The category has a significant presence 12 2 LEVITRA Novartis 2 4 3 5 121 Gifted on top consumer health portals, 27 3 CIALIS Eli Lilly 1 3 4 4 100 Average and many brands, not surprisingly, 32 4 ANDROGEL Solvay 4 2 1 0 92 Average generate a disproportionate amount 37 5 AVODART GlaxoSmithKline 1 1 3 3 86 Challenged of buzz on pharmaceutical blogs. Astellas and 42 6 FLOMAX 1 1 1 3 71 Challenged Boehringer Ingelheim Genius Viagra offers quality and consistency across platforms and boasts a dominant online advertis- ing presence, considerable site traffic, and interactive video on its brand site. Well-conceived email marketing initiatives and a YouTube channel (the lone category social media presence) earned Levitra a SITE CONTENT BY BRAND spot among the Gifted ranks. Enhance Brand 20 Cialis scores well in blog mentions Building Community and search engine strength, but its 15 Conversion text-heavy site lacks strong branding beyond the home page. AndroGel’s Disease Education 10 otherwise underwhelming digital footprint is buttressed by a strong 5 disease education site that supple- ments its ,)&,%&K37LM campaign. 0 Challenged brands Avodart and GR A GE L ITR A LIS AR T MA X VIA DRO LEV CIA OD FLO Flomax struggle to overcome their AN AV outdated sites. >> Viagra’s site was second only to Nexium’s in unique page visitors. << © L2 2010 UROLOGY 44
  • 45. COMPARATIVE TRAFFIC Relative Site Traffic Among Urology Brands Paid Search 80 No Paid Search 70 60 RELATIVE SITE TRAFFIC 50 40 30 20 10 0 VIAGRA CIALIS LEVITRA AVODART FLOMAX ANDROGEL FLASH OF GENIUS VIAGRA.COM In addition to an excellent user interface, Viagra’s site displays an impressive use of flash and video to create an interactive user experience. The “Start the talk” and “Hear from real guys” videos incorporate buttons that direct users to relevant content, includ- ing a simulated patient-doctor conversation. Viagra’s video content packages informa- tion in digestible, informative bits, a strong contrast to the text-heavy, brochure-ware common to sites in the category. >> Levitra and AndroGel are the only brands in the category with unbranded disease education sites. << © L2 2010 UROLOGY 45
  • 46. COMPARATIVE BRAND BUZZ Relative Volume & Sentiment of Commentary on Blogs +7 +6 +5 LEVITRA VIAGRA RELATIVE VOLUME Positive +4 +3 RELATIVE SENTIMENT +2 BRANDED SOCIAL MEDIA +1 PRESENCE Neutral 0 FLOMAX CIALIS ANDROGEL -1 AVODART -2 AndroGel - - - -3 Avodart • - - Negative Cialis - - - -4 Flomax - - - • -5 Levitra - - -6 Viagra - - - -7 SPOTLIGHT ON SOCIAL MEDIA LEVITRA: In Bed Campaign Buzz on blogs is a categorywide strength for Urology brands, but Levitra’s multichannel ,#& -(. campaign is a standout industry success on YouTube. Although a disclaimer indicates that the content is intended for audiences outside the U.S. and the U.K., two brand channels feature videos from the campaign. With more than 135,000 views, the Inbedstory channel unspools a series of nine short episodes following the disease awareness and treatment process of an “ordinary bloke” who suffers from erectile dysfunction (ED). A second channel, Inbeddr, with almost 2,000 views, offers educational content on ED with 60 videos featuring advice from a doctor. >> Cialis, Viagra, and Levitra are the top three brands generating blog postings and comments in the study. << © L2 2010 UROLOGY 46
  • 47. WOMEN’S HEALTH With four brands in the study’s top 10, the Women’s Health category pushes the online envelope, and it pays dividends. The category leads in SEO, and NK M NK IA RA OR brand sites have recorded average RA ED M F RY IQ M AT L OR AL T GO L AL PL EN TA S F UG ER AS TE AT CI F- annual traffic growth of nearly 60%. GI O R DR OV SO CA OF PA SE CL PL DI ORTHO Ortho-McNeil Brand sites are interactive and focus 4 1 TRI-CYCLEN LO Janssen 5 4 4 4 137 Gifted on patient compliance, with many 6 2 GARDASIL Merck 5 1 5 5 131 Gifted offering downloadable applications 6 2 YAZ Bayer 4 3 3 5 131 Gifted and widgets, desktop tools, and text 8 4 NUVARING Merck 3 5 5 1 130 Gifted message and email reminders. Teva (through 14 5 SEASONIQUE 4 5 4 0 120 Gifted The category has made the most Duramed) ambitious foray into branded social Teva (through 24 6 PLAN B 2 1 4 4 102 Average Duramed) media, with Ortho Tri-Cylen Lo, Yaz, 32 7 MIRENA Bayer 2 0 5 2 92 Average and Gardasil engaging in sponsored efforts on platforms like Facebook, YouTube, and MySpace. Ortho Tri- Cyclen Lo tops category rankings with an easy to navigate, interactive site offering downloadable tools and also provides informative email SITE CONTENT BY BRAND marketing. Other notable innovation includes NuvaRing’s brand-spon- 20 Enhance Brand sored station on music site Pandora Building Community and Seasonique’s interactive “Plan 15 Conversion Your Period” calendar that integrates with Microsoft Outlook. Disease Education 10 Despite strong site traffic, Mirena finishes at the bottom of the pack, 5 because of limited site interactivity, poor technology incorporation, 0 IL LO Z E G NA B AS EN YA IQU RIN RE AN and minimal online advertising GA RD YC L S ON NU VA MI PL R I-C SEA beyond search. OT TH OR >> The YAZXpress password-protected site features compliance tools, including a downloadable or online body diary, text reminders alongside editorial content, and advice for earning an internship. << © L2 2010 WOMEN’S HEALTH 47
  • 48. COMPARATIVE TRAFFIC Relative Site Traffic Among Women’s Health Brands Paid Search 40 No Paid Search 35 30 RELATIVE SITE TRAFFIC 25 20 15 10 5 0 NUVARING MIRENA PLAN B GARDASIL SEASONIQUE ORTHO YAZ TRI-CYCLEN LO FLASH OF GENIUS KRISTIN GOELZ GARDASIL.COM Flashlight Interactive Gardasil.com is a well-designed site that is intuitively organized to accommodate both parents and patients. It offers informative, easy-to-understand content. The site is rich with multimedia tools and encourages view- ers to “spread the word” by creating T-shirts, downloading banners for a blog, and engag- ing in social networking. Parents can read the facts about cervical cancer and hear how other mothers and fathers came to their decision to vaccinate. ORTHO TRI-CYCLEN LO: ThePill.com ThePill.com’s Q&A approach delivers a user- centric experience. It empowers and informs users, giving them the feeling that they are in control. The “clip it” program is a great ex- ample of the customizable nature of the site, which successfully provides a web 2.0 experi- ence within a pharmaceutical brand site. >> Yaz’s disease education site, understandpmdd.com, was recently removed, leaving Gardasil’s hpv.com as the only education site among Women’s Health brands. << © L2 2010 WOMEN’S HEALTH 48
  • 49. COMPARATIVE BRAND BUZZ Relative Volume & Sentiment of Commentary on Blogs +24 +22 +20 PLAN B RELATIVE VOLUME Positive +18 +16 +14 RELATIVE SENTIMENT +12 BRANDED SOCIAL MEDIA Neutral +10 PRESENCE +8 +6 +4 Gardasil • - - Negative +2 Mirena - - - 0 GARDASIL NuvaRing - - - YAZ MIRENA -2 SEASONIQUE Ortho • • NUVARING -4 ORTHO TRI-CYCLEN Tri-Cyclen Lo - -6 -8 Plan B Seasonique - - • - - - -10 Yaz - •• SPOTLIGHT ON SOCIAL MEDIA The Women’s Health category takes more social media strides than other observed disease states. Ortho Tri-Cylen Lo leveraged social media platforms to publicize its “It Girls Essentials” contest from 2008 to 2009. The brand hosted a contest to select It Girls, as judged by their commit- ment to community service. Winners were featured in videos at brand-sponsored events, including New York Fashion Week, and posted to the campaign’s YouTube channel. The MySpace and Facebook pages highlighted the winners’ stories. All efforts were plagued by low participation, and the pages were removed in March 2010. Gardasil’s Facebook page integrates such media tools as videos, quizzes, and competitions making it the top-ranked brand in the study. On the flip side, Yaz’s dedicated YouTube channel features just one video discussing the risks and benefits of taking the drug. >> NuvaRing and Gardasil top category SEO efforts with aggressive paid search campaigns and strong visibility. << © L2 2010 WOMEN’S HEALTH 49
  • 50. TEAM SCOTT GALLOWAY the White House and later in Lynne Cheney’s office at the Author, Digital IQ Index, and American Enterprise Institute, where she managed publishing, Founder, L2 (LuxuryLab) communications, and philanthropic projects. She also worked in e-commerce and online marketing at Bare Escentuals, Inc. Scott is the founder of L2, a think tank for prestige brands, and Kathryn received a BS in foreign service from Georgetown a Clinical Associate Professor at the NYU Stern School of Busi- University and an MBA from Stanford University. ness where he teaches brand strategy and luxury marketing. Scott is also the founder of Firebrand Partners, an operational activist firm that has invested more than $1 billion in U.S. CHRISTINE PATTON consumer and media companies and in 1997, he founded Red Creative Director Envelope, an Internet-based branded consumer gift retailer Christine is a brand and marketing consultant with more than 15 (2007 revenues: $100 million). In 1992, he started Prophet, a years of experience creating brand identities and marketing com- brand strategy consultancy with more than 100 professionals munications for aspirational and luxury brands. She began her in the United States, Europe and Asia. Scott was elected to the career at Cosí, where she developed the brand and oversaw its World Economic Forum’s “Global Leaders of Tomorrow,” which evolution from concept through growth to 100 restaurants. Since recognizes 100 individuals under the age of 40 “whose accom- then she has provided creative direction for a wide array of cli- plishments have had an impact on a global level.” ents, including the launch of Kidville and CosmoGIRL! magazine. Most recently, she led Creative Services at ELLE during the most Scott serves on the boards of directors of Eddie Bauer successful years of the magazine’s history, developing innovative (Nasdaq: EBHI), The New York Times Company (NYSE: NYT), integrated marketing programs for advertisers. Christine received eco-America, and Berkeley’s Haas School of Business. He a BA in economics and journalism from the University of Con- received a BA from UCLA and an MBA from UC Berkeley. necticut and an MBA from NYU Stern. MAUREEN MULLEN Lead Researcher JARED GOLDSTEIN Maureen began her career at Triage Consulting Group in San Researcher Francisco. At Triage, she led several managed-care payment Jared has spent his career in the consulting and financial review and payment benchmarking projects for hospitals, services fields. Most recently he worked for Agile Equity LLC, including the UCLA Medical Center, UCSF, and HCA. She a New York-based boutique investment bank providing merger has gone on to lead research and consulting efforts on digital and acquisition advisory services to clients in the Healthcare media, private banking M&A, insurance industry risk manage- and Digital Media sectors. Previously, Jared worked for JPM- ment, and renewable energy economics for professional firms organ Chase & Co., where he collaborated with a small team and academic institutions. Maureen has a BA in human biol- to re-open the firm’s private banking division in Boston and ogy from Stanford University and an MBA from NYU Stern. extend its presence in the New England region. Prior to that, Jared covered the Healthcare sector as an International Earn- ings Analyst with Thomson Reuters Markets (formerly known KATHRYN DURYEA as Thomson Financial First Call) and crafted communications Lead Researcher strategy while with Corrigan Communications, a Boston-area Kathryn’s work experience spans the government, think tank, political consulting firm. Jared holds a BA from Emory Univer- and e-commerce sectors. She began her career in Wash- sity and an MBA from the NYU Stern School of Business. ington, D.C., first in then Vice President Cheney’s office in © L2 2010 TEAM 50 25
  • 51. STEPHEN SHARMA KRISSY GOELZ Researcher Co-Director, Flashlight Interactive Stephen’s career began at the UCD Michael Smurfit Graduate Krissy Goelz is the co-director of Flashlight Interactive, the Business School in Europe where he assisted in the profession- digital division of Flashpoint Media, a full-service advertising al development of marketing students and managed marketing agency for pharmaceutical and biotech companies. Krissy related projects ranging from research to economic impact leads development of digital programs for such clients as Ge- studies. Stephen’s career has crossed the public, green, and nentech, Pfizer, Endo, and Johnson & Johnson. pharmaceutical sectors, as well as global telecommunications, Before launching Flashlight Interactive, Krissy was the lead cli- where as strategy consultant to the Vodafone Global Brand ent services manager for SciMedMedia, a technology company Team, he consulted on the development of a pan-European specializing in unique interactive medical education programs business social networking concept. Stephen received a that combined the latest technologies with more traditional BComm from the National University of Ireland and earned forms of communication. Krissy began her career as a core an MSC in marketing practice and an MBA from UCD Michael member of the New Product Development Division at Ac- Smurfit after completing his MBA studies at NYU Stern, achiev- cel Healthcare, which later became Corbett Accel Healthcare ing first class honors at both. Group, and was responsible for developing strategically target web-based programs for its pharmaceutical and biotech clients. PHARMA DIGITAL IQ ADVISORS SCOTT HAGEDORN U.S. CEO, PHD Media Scott runs PHD Media in the U.S., and is responsible for nearly PETER GOLDER $4 billion in client media investments annually (as reported by Professor of Marketing, RECMA). He provides strategic vision and leadership across Tuck School of Business at Dartmouth PHD’s five regional U.S. offices. Scott brings experience work- ing with major accounts in addition to a highly successful and Peter Golder joined the Tuck School in 2009 as Professor of superior new-business track record. Marketing. Previously, he was Professor of Marketing, George and Edythe Heyman Faculty Fellow, and marketing department doctoral In his 14 years in marketing, Scott has excelled as a digital program coordinator at New York University’s Stern School of Busi- expert, brand planner, marketing strategist, direct response ness. He has also held one-year faculty appointments at UCLA and guru, and entrepreneur. Before joining PHD, Scott worked as Peking University’s Guanghua School of Management. the managing director of OMD East, a role that was redefined Peter’s research focuses on innovation and global marketing with a stronger focus on digital and analytics. During his tenure, strategy. He is the co-author of Will and Vision: How Latecom- OMD was named Global Media Agency of the Year and won top ers Grow to Dominate Markets, which won the Berry Book awards for digital creativity. Scott was responsible for the Eli Lilly prize as the best book in marketing and was also selected and Schering-Plough businesses at OMD. as one of the Top Ten Books of the Year by Harvard Business Scott also worked as the U.S. Director of OMD Digital, super- Review. His research has won five best-paper awards and been vising all digital efforts at OMD Digital’s offices in New York, featured several times in The Wall Street Journal, as well as Chicago, Los Angeles, and San Francisco. Before joining OMD, in The Financial Times, The Economist, Advertising Age, and he was the chief interactive officer of Omnicom direct agency many other publications. His research was recognized with the Rapp Worldwide, whose clients included Merck and Novartis. first Award for Early Career Contributions to Marketing Strategy research. He has appeared on CBS, CNN, and the Nightly Scott was named to Crain’s 40 Under 40 list in 2008. He is Business Report to comment on business news stories. happy to report that he is still under 40. Peter has six years of professional experience in the aerospace and oil industries and has consulted in other industries. He received his B.S. in Mechanical Engineering from the University of Pennsylvania and his Ph.D. in Business Administration from the University of Southern California. © L2 2010 TEAM 51 26
  • 52. A THINK TANK !!!!"#$ PRESTIGE BRANDS PHD Media, an Omnicom Media Group company 821 Broadway, 2nd Floor New York, NY 10003 For more information about PHD, contact: E: infoUS@phdnetwork.com W: L2ThinkTank.com E: info@L2ThinkTank.com P: 415.699.0690