101612 ssp digitalrevenuewebinar_damonbasch

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101612 ssp digitalrevenuewebinar_damonbasch

  1. 1. Private and ConfidentialDigital Revenue Innovation in Scholarly Publishing Damon Basch Executive Director, Strategic Engagement
  2. 2. Private and Confidential o $1B drop in HCP advertising in 5 years o 8 of 10 top selling drugs off patent or will be by 2016 o Generic substitutions huge o Pipelines niche and specialized o Payer influence reduces marketing impactIS IT LIKE THIS? For some maybe, butplenty of opportunity for those who adapt
  3. 3. Private and Confidential • Social • Gamification ACCELERATORS, • Email • Workflow Tools INCUBATORS, • Clin. Decision Support START-UPS & • eDetailing DIGITAL-ONLY • eMR PLAYS FLOODING • Networks THE MARKET And established online brands taking $.70+ onthe dollar of total online spend
  4. 4. Private and Confidential o Specialty o Geo o Hospital or Ambulatory WHO IS YOURPHYSICIAN/HCP? o Patient Types More targeted therapies o Academic, Research and smaller budgets lead to greater expectations on or Clinician efficiency of messaging o Dx and Rx History o List Match o Payor o Deciles
  5. 5. Private and Confidential PRACTICE FUSION An example of the interfaceVirtually every component of structured data on theplatform can be targeted in a fully HIPAA compliant way
  6. 6. Private and Confidential Publisher ROI Agency ROI Pharma ROI o Clicks o Calls to call o Site Analytics o Click-Through centerMEASUREMENT (Webtrends) Rates o Deep website &ROI o Clicks o Rich Media links You want the hot o Click-Through Interaction o Offer potato! redemptions Rates (CTR) o CPC/CPA/CPL o Maybe a recall o Non- o Conversions study Measureables o Adjudicated Rx (brand affinity) lift, refills
  7. 7. Private and Confidential Thank You Damon Basch 917.596.4039dbasch@practicefusion.com

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