Pharma Healthcare Digital IQ L2

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The L2 Digital IQ Index®: Pharma measures and ranks the digital digital footprint of 51 pharmaceutical brands across eight disease states and four online dimensions: effectiveness of a brand’s site, digital marketing, search engine optimization, and social media.

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Pharma Healthcare Digital IQ L2

  1. 1. ® SCO T T G A L LO W AY Pharma & Healthcare NYU Stern Providers APRIL 18, 2011 A Think Tank for DIGITAL INNOVATION© L2 2011 L2ThinkTank.com
  2. 2. Digital IQ Index ®:Pharma & Healthcare Providers Want to know more about your brand’s ranking? CONTACT USIN T R O D U C T I O NSomebody Call a DoctorThe pharmaceutical industry is disconnected regarding digital marketing to physicians.The industry spends an estimated $27 billion marketing to doctors and other healthcare professionals(HCPs).1 However, while physician time spent on the internet for clinical practice has quadrupled since2002, less than one percent of HCP marketing spend is allocated to digital channels.2The explosion in clinical use of smartphones and other portable devices has led to even greater imbal-ance. Even as doctors increasingly turn to digital, the majority of pharma dollars continue to flow to theindustry’s increasingly constrained and extraordinarily expensive sales forces.Marketing Malpractice savvy physician. Mobile platform, Epocrates, physician-only social networking platform, Sermo, and Web MD’s professionalMost brands rely on static product sites that limit engagement. off-shoot, Medscape, have all achieved significant penetrationOf the 70 brands in the Index, 61 percent are characterized in the physician community, and require pharma brands to payas Challenged or Feeble. Although four in five physicians use to access their audience.search engines to locate prescription drug information,3 morethan 90 percent of brands fail to purchase against physician-specific search terms. While three quarters of physicians own a Digital Penicillinsmartphone, 90 percent of the brands have no mobile presence. Traditionally, drug companies have relied on their sales repre- sentatives—and often a catered lunch—to reach doctors andThe New Gray’s Anatomy shower them with samples. For pharma, digital provides an opportunity to disrupt this stale sales channel and generateWhile pharma companies have been staring at their navels, cost savings and efficiencies. For physicians, digital providesthird-party platforms have emerged to cater to the digitally- the convenience of accessing scientific, technical, and medical information on-demand and on their own schedule. However,1. Cegedim Strategic Data, provided to eMarketer, August 24, 2010. (HCP Promo tion = Sales Rep Detailing + Sampling) for what appears to be a win-win, investment and adoption to2. Ibid date by pharmaceutical brands has been limited.3. “Connecting with Physicians Online—Searching for Answers,” Google and Hall & Partners. Presentation, November 2009.© L2 2011 L2ThinkTank.com 2 2
  3. 3. Digital IQ Index ®:Pharma & Healthcare Providers Want to know more about your brand’s ranking? CONTACT USIN T R O D U C T I O N TA B L E O F C O N T E N T S Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2Digital IQ = Shareholder ValueOur thesis is that digital competence is inextricably linked to About the Rankings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4shareholder value in the pharmaceutical industry. Key to manag-ing and developing a competence is an actionable metric. Digital IQ Ranking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5This study attempts to quantify the digital competence of 70 Key Findings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10U.S. pharmaceutical brands across ten disease states and their • Life Support . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10efforts in using digital platfoms to reach HCPs. Our aim is to • The Future of E-Dailing? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11provide a robust tool to diagnose digital strengths and weak- • The Tallest Midget . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11nesses and help brands achieve greater return on incremental • DTC vs. HCP? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13investment. • Innovation Silos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 • Dominant Diabetes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15Like the medium we are assessing, our methodology is dynamic, • Where the Doctors Are . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15and we hope you will reach out to us with comments that im- • Medscape Microsites . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16prove our approach, investigation, and findings. You can contact • In Search of Search . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17me at scott@stern.nyu.edu. • Going Organic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 • Diabetes Domain . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18Sincerely, • Unbranded, Unlanded . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 • The New Stethoscope . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19Scott Galloway • Epocrates Adoption . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 • The Network Effect . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23Founder, L2Clinical Professor of Marketing, NYU Stern • Empty Inbox . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 Flash of Genius . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 • Symbicort . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 • Medversation.com & Rethinkinsulin.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26 • Concerta . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 • Lipitor . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28 • Novo Nordisk . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 • Eli Lilly . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30 • Sanofi-Aventis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31 • Merck . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32 Team . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33© L2 2011 L2ThinkTank.com 3 3
  4. 4. Digital IQ Index ®:Pharma & Healthcare Providers Want to know more about your brand’s ranking? CONTACT USA B O U T T H E R A NKIN G S C AT E G O R I E S M E T H O D O LO G Y 140+ Genius Site - 30%: Digital competence is a point of competitive differentiation Effectiveness of brand’s physician-facing site. for these brands. Physician sites are informative, educational, • Functionality & Content (80%) and interactive. These brands have creatively engineered • Site Technology their messaging to reach HCPs on a variety of devices and in • Site Search & Navigation online environments. • Customer Service • Site Content: Prescription, Diagnosis, Research, Patient Education, and Billing & Reimbursement 110-139 Gifted • Interactivity Sites include functional tools developed for physicians. These brands typically advertise on popular HCP sites, are • Brand Translation (20%) visible on top search engines, and offer email marketing. • Aesthetics 90-109 Average Digital Marketing - 30%: Digital presence is functional yet predictable, and innovation Marketing efforts, off-site brand presence, and visibility on search efforts are uninspired and lack ambition. Boilerplate marketing. engines. • Search (50%): SEM, SEO, Web Authority 70-89 Challenged • Email (20%): Frequency, Content, Promotion These brands offer limited content online geared at physicians. • Digital Marketing Innovation (30%): Display, Retargeting, Microsites Their bare-bones sites provide only basic drug information. Digital campaigns are an afterthought. Social Media - 20%: Brand presence and sentiment on physician-targeted social <70 Feeble media platforms. These brands have largely ignored the digital phenomenon • Sermo (70%): Mentions, Sentiment and have limited or no online presence targeted to HCPs. • Medscape Physician Connect (30%): Mentions, Sentiment In many cases physician marketing is not an integral element in their strategies. Mobile - 20%: Compatibility and marketing on mobile devices and platforms. • Mobile Devices (50%): Mobile Site Compatibility, Smartphone Application(s), iPad Integration • Epocrates (50%): Marketing, Utilization© L2 2011 L2ThinkTank.com 4
  5. 5. Digital IQ Index ®:Pharma & Healthcare Providers Want to know more about your brand’s ranking? CONTACT USD I G I T A L I Q R A NKIN G Asthma Cardiology Diabetes Gastrointestinal Neurology Oncology Psychiatry Rheumatology Urology Women’s & Allergy Health Rank Brand Parent Disease State Digital IQ® Class Comments ADHD medication is head of the class with strong site technology and 1 CONCERTA Johnson & Johnson Psychiatry 141 Genius interactive elements Bristol-Myers Squibb / Otsuka Site integrates social elements, allowing physicians to rate content and share 2 ABILIFY America Pharmaceutical Psychiatry 139 Gifted their treatment experience Asthma 3 SYMBICORT AstraZeneca & Allergy 127 Gifted Effective interactive e-detailing has this brand breathing easy 4 JANUVIA Merck Diabetes 123 Gifted Strong SEO puts brand on top of competitive Diabetes category Display advertising and buzz on Sermo makes up for brand’s mediocre 5 SEROQUEL XR AstraZeneca Psychiatry 119 Gifted site platform 6 VICTOZA Novo Nordisk Diabetes 115 Gifted Online sampling executed with the ease of e-commerce 7 NOVOLOG Novo Nordisk Diabetes 111 Gifted Leads the mobile movement as the only brand with an HCP iPhone app Display advertising and a Medscape microsite anchor strong off-platform 8 PROLIA Amgen Rheumatology 108 Average digital marketing efforts SEO strategy makes this little purple pill easy to find—brand search yields 9 NEXIUM AstraZeneca Gastrointestinal 107 Average HCP site in organic and paid results 9 RITUXAN Genentech / Biogen Idec Rheumatology 107 Average Site video details patient cases, clinical trials and the mechanism of action 9 PRISTIQ Pfizer Psychiatry 107 Average Interactive site stands out against others on PfizerPro’s platform 12 LANTUS SOLOSTAR Sanofi-Aventis Diabetes 106 Average Rethink Insulin microsite offers strategies for dealing with resistant patients 12 GEODON Pfizer Psychiatry 106 Average Sponsored resource center on Epocrates app scores mobile points 14 VIAGRA Pfizer Urology 104 Average Fan favorite makes strides in online marketing, but site fails users 15 ACTOS Takeda Diabetes 102 Average Site is lacking, though brand is one of the top recommended on Sermo© L2 2011 L2ThinkTank.com 5
  6. 6. Digital IQ Index ®:Pharma & Healthcare Providers Want to know more about your brand’s ranking? CONTACT USD I G I T A L I Q R A NKIN G Asthma Cardiology Diabetes Gastrointestinal Neurology Oncology Psychiatry Rheumatology Urology Women’s & Allergy Health Rank Brand Parent Disease State Digital IQ® Class Comments 15 LYRICA Pfizer Rheumatology 102 Average Good use of multimedia; content hits e-detailing pain points Steps outside of the stiff PfizerPro box to deliver branded experience that 17 ENBREL Amgen / Pfizer Rheumatology 101 Average utilizes video 18 CRESTOR AstraZeneca Cardiology 100 Average Site’s formulary finder and send-to-patient capabilities are strong Lipitor shows it still has heart as one of the few brands purchasing physician- 19 LIPITOR Pfizer Cardiology 98 Average specific terms for its HCP site Asthma 20 SINGULAIR Merck & Allergy 96 Average Strong disease education through videos and flash animation Bristol-Myers Squibb / Brand is pumped up on physician social networks, but lacks authority 21 PLAVIX Sanofi-Aventis Cardiology 94 Average on search ORTHO TRI-CYCLEN Interactive calculators and downloadable mobile widgets show this old dog 22 LO Johnson & Johnson Women’s Health 93 Average can learn new tricks 22 ALIMTA Eli Lilly Oncology 93 Average Purchasing ads for HCP site against physician-specific search terms 24 GLEEVEC Novartis Oncology 92 Average Brand’s lack of off-platform marketing leave it looking weak Johnson & Johnson / 24 SIMPONI Centocor Ortho Biotech Rheumatology 92 Average Extends digital reach through Medversation, a patient/physician education site 26 EFFEXOR XR Pfizer Psychiatry 91 Average Presence on social networks gives otherwise challenged brand a boost Links to multimedia Virtual Oncology Center with webcasts and interactive 26 ZOMETA Novartis Oncology 91 Average case studies 28 ACIPHEX Eisai / Johnson & Johnson Gastrointestinal 89 Challenged Unique audio podcasts advise physicians on patient and practice management 29 RECLAST Novartis Rheumatology 86 Challenged Drug administration made easy through online infusion center finder Pfizer / Asthma 29 SPIRIVA Boehringer Ingelheim & Allergy 86 Challenged Very basic site is buoyed slightly by strong search engine optimization© L2 2011 L2ThinkTank.com 6
  7. 7. Digital IQ Index ®:Pharma & Healthcare Providers Want to know more about your brand’s ranking? CONTACT USD I G I T A L I Q R A NKIN G Asthma Cardiology Diabetes Gastrointestinal Neurology Oncology Psychiatry Rheumatology Urology Women’s & Allergy Health Rank Brand Parent Disease State Digital IQ® Class Comments 31 ORENCIA Bristol-Myers Squibb Rheumatology 85 Challenged Brand uses display ads and microsite to target the large Medscape audience 31 TARCEVA Genentech / OSI Oncology 85 Challenged Brand suffers from an absence of digital marketing efforts 33 HERCEPTIN Genentech Oncology 84 Challenged Solid search engine optimization and strong visibility are a boon Bristol-Myers Squibb / Lowest ranked in Diabetes category, misses opportunities with email marketing 33 ONGLYZA AstraZeneca Diabetes 84 Challenged follow-up 35 CELEBREX Pfizer Rheumatology 79 Challenged Live video conferencing with reps is this brand’s only relief Vytorin provides access to video chat and e-sampling through Merck Product 35 VYTORIN Merck Cardiology 79 Challenged Services portal New to market Vimovo aggressively deploys display advertising, but limited 37 VIMOVO AstraZeneca Rheumatology 77 Challenged presence on physician social networks damages IQ 38 ZETIA Merck Cardiology 74 Challenged Offers online sampling through Merck Product Services 39 TOVIAZ Pfizer Urology 73 Challenged Doctors have little to say about Toviaz on social networks 40 GARDASIL Merck Women’s Health 71 Challenged Interactive ‘Your Vaccination Rate’ tool provides limited utility 41 ARIMIDEX AstraZeneca Oncology 70 Challenged Laser focus on the brand site leaves little for HCP marketing efforts 41 CIALIS Eli Lilly Urology 70 Challenged Brand is failing to perform with a text-heavy site that boarders on brochure-ware 43 ZYPREXA Eli Lilly Psychiatry 68 Feeble 20% of mentions on Sermo are prescription recommendations 44 TASIGNA Novartis Oncology 67 Feeble Site is optimized for iPhone, but the feature isn’t promoted 45 GEMZAR Eli Lilly Oncology 66 Feeble Strong e-detailing through LillyOncology.com, but little else 46 BENICAR Daiichi Sankyo Cardiology 64 Feeble Poor search performance dulls the brand© L2 2011 L2ThinkTank.com 7
  8. 8. Digital IQ Index ®:Pharma & Healthcare Providers Want to know more about your brand’s ranking? CONTACT USD I G I T A L I Q R A NKIN G Asthma Cardiology Diabetes Gastrointestinal Neurology Oncology Psychiatry Rheumatology Urology Women’s & Allergy Health Rank Brand Parent Disease State Digital IQ® Class Comments 47 LUNESTA Sunovion Neurology 62 Feeble Brand site and the rest of the digital efforts are a snooze 47 FEMARA Novartis Oncology 62 Feeble Brief mentions on Sermo, but few are positive No HCP site, but brand generates positive endorsements on social networks, 49 LEXAPRO Forest Psychiatry 59 Feeble and maintains a solid Medscape infosite Asthma Site fails to breathe any life into its brand, but is heavy on safety and 50 ADVAIR GlaxoSmithKline & Allergy 57 Feeble prescription info Asthma Lacks physician-facing email marketing, but a nicely branded e-newsletter 51 OMNARIS Sunovion & Allergy 55 Feeble targets consumers 52 LOVAZA GlaxoSmithKline Cardiology 54 Feeble Browsable html version of prescription information is the extent of the brand site 53 CHANTIX Pfizer Neurology 53 Feeble ChantixLiveMeeting.com connects physicians with sales reps online Asthma 54 PROAIR HFA Teva & Allergy 49 Feeble Demonstration video is the highlight of an otherwise modest site 55 AMBIEN CR Sanofi-Aventis Neurology 47 Feeble Brand is sleepwalking through its digital strategy Uses online real estate to promote purchasing program, rather than the 56 MIRENA Bayer Women’s Health 45 Feeble brand itself 57 TOPROL-XL AstraZeneca Cardiology 42 Feeble One of the few brands whose HCP site is returned in organic search results Despite no HCP site, brand still earns goodwill with doctors through social 58 CYMBALTA Eli Lilly Psychiatry 41 Feeble networks Simple site is all business, enabling physicians to request samples and 58 SEASONIQUE Teva Women’s Health 41 Feeble vouchers online Site, like the digital strategy, appears to be a work in progress with many links 60 DIOVAN Novartis Cardiology 39 Feeble asking users to check back soon Digital presence could be larger; only prescription info available is through 61 AVODART GlaxoSmithKline Urology 36 Feeble GSKSource portal© L2 2011 L2ThinkTank.com 8
  9. 9. Digital IQ Index ®:Pharma & Healthcare Providers Want to know more about your brand’s ranking? CONTACT USD I G I T A L I Q R A NKIN G Asthma Cardiology Diabetes Gastrointestinal Neurology Oncology Psychiatry Rheumatology Urology Women’s & Allergy Health Rank Brand Parent Disease State Digital IQ® Class Comments 62 TRICOR Abbott Cardiology 35 Feeble The bare-bones site offers little more than patient assistance information 63 VYVANSE Shire Psychiatry 32 Feeble Physician-focused digital efforts can’t be found 64 ADDERALL XR Shire Psychiatry 29 Feeble ADHD medication has lost digital strategy focus 64 TRILIPIX Abbott Cardiology 29 Feeble HCP marketing efforts aren’t at the heart of this brand 66 NUVARING Merck Women’s Health 20 Feeble Professional site is for non-U.S. HCPs only Asthma 67 NASONEX Merck & Allergy 19 Feeble Nasonex’s digital architecture is under construction Astellas Pharma / 68 FLOMAX Boehringer Ingelheim Urology 9 Feeble Digital efforts expired with brand’s patent 68 YAZ Bayer Women’s Health 9 Feeble Without an HCP site, its digital presence is wanting Inspired consumer marketing doesn’t cross over — a pdf of prescribing info 70 LEVITRA Bayer / GlaxoSmithKline Urology 4 Feeble is all that’s available for HCPs© L2 2011 L2ThinkTank.com 9
  10. 10. Digital IQ Index ®:Pharma & Healthcare Providers Want to know more about your brand’s ranking? CONTACT USK E Y F IN D IN G S D I G I TA L I Q D I S P E R S I O N % of Brands per Digital IQ ClassLife Support GENIUSMore than 60 percent of brands’ HCP digital efforts result in 1% Digital IQChallenged or Feeble Digital IQs. This is a stark contrast to the Concerta >140Digital IQ Index for Pharmaceuticals released in May 2010 ®analyzing direct-to-consumer digital efforts (31 percent Chal- GIFTED ABILIFY SEROQUEL XRlenged and Feeble) and to the results for another marketing Digital IQ SYMBICORT VICTOZA 9%behemoth, the Automobile Industry (32 percent Challenged and JANUVIA NOVOLOG 110-140Feeble). There is significant low-hanging fruit in the industry.Most brands are not purchasing HCP-targeted search terms, AVERAGE PROLIA CRESTOR NEXIUM LIPITORinvesting in mobile, engaging in email marketing, or investing in RITUXAN SINGULAIRdisplay advertising on physician portal sites. PRISTIQ PLAVIX Digital IQ LANTUS ORTHO TRI- 29% SOLOSTAR CYCLEN LO 90-110 GEODON ALIMTA VIAGRA GLEEVEC ACTOS SIMPONI “ A perfect storm is stunting Digital IQ growth—lack of LYRICA EFFEXOR XR definitive regulations by the FDA, a long DDMAC ap- ENBREL ZOMETA proval process and fear that the constantly evolving ACIPHEX VYTORIN CHALLENGED digital landscape will render creative investments outdated. The wait RECLAST VIMOVO for specific guidelines is driving many products and companies (even SPIRIVA ZETIA ORENCIA TOVIAZ Digital IQ companies that haven’t received an FDA warning letter) into a “better 21% TARCEVA GARDASIL 70-90 safe than sorry” position. ” HERCEPTIN ARIMIDEX ZYPREXA TOPROL-XL —Perry Kolber | Group Director, Omnicom Media Group ONGLYZA CIALIS TASIGNA CYMBALTA CELEBREX GEMZAR SEASONIQUE FEEBLE BENICAR DIOVAN LUNESTA AVODART FEMARA TRICOR LEXAPRO VYVANSE ADVAIR ADDERALL XR OMNARIS TRILIPIX Digital IQ LOVAZA NUVARING 40% CHANTIX NASONEX <70 PROAIR HFA FLOMAX AMBIEN CR YAZDDMAC = U.S. Food and Drug Administration (FDA) Division of Drug Marketing, MIRENA LEVITRAAdvertising, and Communication© L2 2011 L2ThinkTank.com 10 10
  11. 11. Digital IQ Index ®:Pharma & Healthcare Providers Want to know more about your brand’s ranking? CONTACT USK E Y F IN D IN G SThe Future of E-Detailing? SITE CONTENT & TOOLS % of Sites Incorporating the Following:For physicians, branded sites serve as a reference for safetyguidelines, disease and product information, clinical trial results, = YESand patient education and support. Through the use of web- 15% 85% = NOcasts, interactive self-guided presentations, and videos, HCP Live Chatsites are (slowly) assuming some of the functions traditionallyprovided by a sales rep. Although reaching 50 percent of physi- 20% 80%cians online, pharmaceutical sites account for only two percent Online Samplingof their time and three percent of their visits . Nearly half the sites 4 28% 72%offer video and online prescription assistance enrollment, how-ever, use of additional Web 2.0 functionality is limited. Only 28 Interactive E-Detailingpercent offer interactive e-detailing, and just a fifth of the brands 33% 67%provide online sampling. Brands in the Merck, AstraZeneca, and Online Formulary ToolPfizer portfolios offer physicians the opportunity to videoconfer-ence online with pharmaceutical representatives. 44% 56% Email SharingThe Tallest Midget 46% 54%With a Digital IQ of 141, Concerta was the only brand to Video(barely) achieve Genius status. Concerta’s well-designed HCPsite boasts strong 2.0 features and a suite of engaging tools, 46% 54%including interactive ADHD diagnosis screening, a customized Prescription Assistance Enrollment / Activationpatient discussion guide, and an educational video series.Additionally, the site allows physicians to access the formularystatus of top insurers and order patient education materials.Concerta is also active on mobile platform, Epocrates, andengages with physicians through email marketing.4. “4 out of 5 Physicians Online Visited Health Care Professional Sites in Q1 2010,” comScore. August, 26, 2010, prnewswire.com© L2 2011 L2ThinkTank.com 11 11
  12. 12. Digital IQ Index ®:Pharma & Healthcare Providers Want to know more about your brand’s ranking? CONTACT USK E Y F IN D IN G SCONCERTA: Isolated Genius ADHD Counseling Assistant: Customized patient discussion Interactive Patient Case Studies: guides. After watching a video scenario, physicians are asked their treat- ment recommendation. ADHD Screening Tool: Interactive checklist completed by the physician. Designed to help diagnose ADHD based on responses to a series of questions. Online Formulary Tool: Physicians can look up of the formulary status of the top insurers by state. Patient Education Materials: Physicians can select materials and have them shipped to their offices via e-commerce.© L2 2011 L2ThinkTank.com 12 12
  13. 13. Digital IQ Index ®:Pharma & Healthcare Providers Want to know more about your brand’s ranking? CONTACT USK E Y F IN D IN G S D I G I TA L I Q % R A N K : D irect to cons u mer ( D T C ) v s . H ealthcare pro v ider ( H C P )DTC vs. HCP? Brands with the Largest DifferentialsBrands with a strong direct-to-consumer digital marketing Top 5 brands: HCP Scores > DTC Scores(DTC) presence do not necessarily deliver to physicians online. Pristiq 68%With much of its marketing targeted to younger consumers, the Pristiq 68%Women’s Heath category has been one of the leaders in DTCdigital innovation. However, when it comes to reaching doctors Lyrica 57% Lyrica 57%online, Seasonique, Nuvaring, and Yaz don’t even maintainphysician sites, suggesting a strategy that is almost entirely Rituxan 46%consumer focused. Rituxan 46% Enbrel 40%An analysis of brands’ DTC Digital IQs (from L2’s May 2010 Enbrel 40%Pharma Digital IQ Index®) versus their HCP Digital IQs in this Plavix 34%study shows Nuvaring and Yaz with the biggest score differen- Plavix 34%tials. Heavy consumer marketing brands Seasonique, Chantix, -100% -75% -50% -25% 0% 25% 50% 75% 100%and Levitra also take major hits. -100% -75% -50% -25% 0% 25% 50% 75% 100%Innovation SilosAlthough a quarter of the brand physician sites reside on parent Top 5 brands: DTC Scores > HCP Scorescompany portals, there is a lack of consistency in experience,content, and utilization of digital media across organizations. -57% Seasonique -57% SeasoniqueOn average, companies with more than one brand in the studyregistered a 41-point Digital IQ differential across brands. -70% ChantixAstraZeneca’s physician site template and the Merck OnCall ® -70% Chantixlive support customer service are two exceptions, and some -76% Levitraof the best examples of recognizing economies of scale. While -76% LevitraPfizer, GlaxoSmithKline, Eli Lilly Oncology, and in some cases -79% NuvaringNovo Nordisk and Merck, house their HCP-dedicated sites on -79% Nuvaringa shared company portal, there appears to be limited boost to -87% YAZtheir Digital IQs. -87% YAZ -100% -75% -50% -25% 0% 25% 50% 75% 100% -100% -75% -50% -25% 0% 25% 50% 75% 100%© L2 2011 L2ThinkTank.com 13 13
  14. 14. Digital IQ Index ®: Pharma & Healthcare Providers Want to know more about your brand’s ranking? CONTACT US K E Y F IN D IN G S Asthma Cardiology Diabetes Gastrointestinal Neurology Oncology Psychiatry Rheumatology Urology Women’s & Allergy Health D I G I TA L I Q D I S P E R S I O N Range of Brand Digital IQ Scores and Average by Parent Company170 GENIUS Disparity Disparity140 55 52 Disparity 85 Disparity 104 GIFTED Disparity Disparity 4 Disparity 7 Disparity AVG IQ 54 Disparity110 23 113 AVG IQ 59 AVG IQ AVERAGE Disparity AVG IQ 104 105 Disparity 101 53 52 AVG IQ Disparity 92 AVG IQ AVG IQ 90 91 91 77 CHALLENGED AVG IQ 82 AVG IQ 70 73 AVG IQ Disparity 69 AVG IQ 68 Disparity 7 53 AVG IQ 59 Disparity Disparity 8 41 AVG IQ AVG IQ Disparity 47 45 AVG IQ 38 6 Disparity 3 FEEBLE AVG IQ 32 AVG IQ 30 AVG IQ 19 0 11 r n= ca n= rck n= t i s n= illy n= ibb n= i n e n= on n=yer n= ch n= tis n= ott n= en n= im n= i s k n= i r e n= ion n= va n= ize 8 7 6 5 4 4 4 3 3 3 2 2 2 2 2 2 2 e ne e g s en r he b Sh rd iL Kl v u e Ba T va hn nt Am Pf Ab no Sq M Ze Av el No ith ne El No Jo Su ng tra fi- rs m Ge vo & rI oS ye no As No n ge l-M Sa ax so rin Gl hn to eh Jo is Br Bo © L2 2011 L2ThinkTank.com 14 14
  15. 15. Digital IQ Index ®:Pharma & Healthcare Providers Want to know more about your brand’s ranking? CONTACT USK E Y F IN D IN G S A verage D i g i tal I Q BY C AT E G O R Y 160Dominant Diabetes GENIUSThe Diabetes category earned the highest average Digital IQ,with three brands in the top ten and five of the six brands in the 140top quartile. A $14.9 billion U.S. market with 17 percent salesgrowth, the Diabetes category can afford to invest digitally.5 Inaddition to having strong site scores, a majority of the brandsare active in physician-specific search. Moreover, half of the GIFTEDDiabetes brands engage in online marketing and offer mobile-optimized brand sites, and Diabetes is the only category witha brand-specific iPhone app. 110Where the Doctors Are AVG IQ: 107 AVERAGEMore than three quarters of the brands in the study did not ad- AVG IQ:vertise on any highly-trafficked physician portal sites. Four out Diabetes 98 AVG IQ:of five doctors visit HCP content sites, and visits to these sites Gastrointestinal 90 93comprise nearly half of physician time online. Chief among AVG IQ:these sites is Medscape, reaching 57 percent of online physi- Rheumatology 85 CHALLENGEDcians with almost 2.1 million unique visitors. The New England AVG IQ:Journal of Medicine is the top online medical journal, reaching Psychiatry 7913 percent of online physicians. MDLinx, the third most popu- 6 70 Oncology AVG IQ:lar site among doctors, has more than 660,000 unique visitors.7 70For additional targeting, brands should be opportunistic in AVG IQ:advertising in online disease state-specific journals. 64 Asthma & Allergy Cardiology AVG IQ: 54 FEEBLE AVG IQ: Neurology AVG IQ: 495. “As Diabetes Explodes, Big Pharma Is Gearing Up,” Melly Alazraki, DailyFinance, 46 Urology January 27, 2011)6. “4 out of 5 Physicians Online Visited Health Care Professional Sites in Q1 2010,” Women’s Health comScore, August, 26, 2010 307. “Medscape.com tops with docs, says report,” Ben Comer, Medical Marketing & Media, August 31, 2010© L2 2011 L2ThinkTank.com 15 15

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