Work for Medical Knowledge Group 2010

1. Abilify.com
Campaign Review
Prepared by
Database Marketing Services
Data Actuals: 1/01/10-1/31/10
Presented: 2/25/10

2. Follow-up from December Results discussion
• Meetings to set up
• Discuss and confirm goal end action pages
• Lead segmentation migration
• Follow-up analysis requested
• Provide more info on compete.com and information
• Info provided in upfront deck (pages 5- 6)
• Auto generated email registration email behavior
• Info provided 2/9 to Amy D. ( page 33 )
• Provide the keywords that drove to the top 20 entry pages that have
high bounce rate
• Info provided in appendix (pages 34-37)
• Continued Discussions
• Review the registration confirmation page to find ways to reduce
bounce rate
• Discuss landing page, creative and media combinations
• Ex creative for CPM vs. CPA and modifying CTA
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3. Overall Performance
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4. Media Impression Delivery is in line with target audience
• Previously Oct’09 and Nov’09 impression delivery was over indexing in 18-24 demos
• December and January impression delivery has shifted to focus on over indexing within the target
audience
Source: quantcast.com
1/7/2010-2/6/2010
12/3/2009-1/2/2010
Impression Demographics
Bristol Myers Squibb Co. Confidential 08/24/15 4

5. Organic search volume gained momentum in January
• Paid Search and Organic Search volumes were similar to November high levels
Source: Google Analytics, all traffic, all indications; Sources reflect 99% of site traffic sources
Bristol Myers Squibb Co. Confidential 08/24/15 5

6. Depression Overview
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7. While Google paid keywords bring in more visits,
Yahoo paid keywords have longer visit durations
• Yahoo visits tend to also have more views per visit and lower bounce rate
• Recommendation: Need to continue balance quantity of visits with quality
Source: NetInsight: BMS/Agency traffic filtered out
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8. Bipolar Overview
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9. 84% of January Bipolar leads were qualified
Source: DMS Database
84% of
diagnosed
total
82% of
undiagnosed
total
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10. Content of interest on the site—January Performance
• Autism page
• In January 574 visits occurred
to this page from the home page
• 365 repeat visits
• 3.9% bounce rate
Source: NetInsight: BMS/Agency traffic filtered out
• Anne’s Story
• 1.6K visits
• 312 repeat visits
• .9% bounce rate
• Gwen’s Story
• 969 visits
• 204 repeat visits
• 2.1% bounce rate
Bristol Myers Squibb Co. Confidential 08/24/15 10

11. Appendix
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12. Lead Definitions
• 2009 Lead Definition:
• Qualified leads (deduped: most recent response across CPA
vendors, diagnosed)
• CPA spend is calculated from qualified lead volume
• 2010 Lead Definition:
• Qualified leads (deduped: first response across the indication all
channels, diagnosed and treated)
• CPA spend is calculated from qualified lead volume
• Treated is defined as taking another depression drug that
is not Abilify
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13. End Action and Lead Pages Discussion
• During the last November results
meeting it was confirmed that any
pages tagged in Schizophrenia and
General content are not considered
goal pages
• See appendix for list
• The chart represents pages tagged
within Bipolar and Depression content
• This list can be changed once end
action pages are confirmed
Note: Boxes highlighted are designated LEAD pages
Bristol Myers Squibb Co. Confidential 08/24/15 13

14. 10/16 Abilify sales
force cut by 25%
source: WSJ
10/27 Antipsychotic
cause rapid weight
gain in youth
source: Forbes
10/22 BMS profit
rises tops estimates
source: Bloomberg
11/20 Abilify
announces new
indication with autistic
disorder for children
source: BMS
11/24
Thanksgiving
12/4 AstraZenca Approved
to Sell Seroquel source:
Fox Business
1/26 BMS 4Q sales
forecast is up
source: WSJ
Was there any interesting news/events during Q4’09
that may impact results?
Source: NetInsight with BMS internal and agency traffic filtered out
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15. List of Drugs included in the Database to get to
“Treated” Segmentation
 ANTIVAN
 CELEXA
 CYMBALTA
 DEPAKOTE
 EFFEXOR
 GEODON
 LAMICTAL
 LEXAPRO
 LITHIUM
 LITHOBID
 LITHONATE
Bristol Myers Squibb Co. Confidential 08/24/15
 NEURONTIN
 PAXIL
 PROZAC
 REMERON
 RISPERDAL
 SEROQUEL
 TEGRETOL
 TOPOMAX
 WELLBUTRIN
 XANAX
 ZOLOFT
 ZYPREXASource: DMS Database,
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