EXL SEM Pharmaceutical Workshop: Proactive Strategies

Welcome to

EXL SEM Pharmaceutical Workshop:
Proactive Pharmaceutical
Search Engine Marketing Strategies

© 2009 Karner Blue Marketing, LLC All Rights Reserved.

What is Search Engine Marketing?

The practice of leveraging the consumer
search engine experience to promote
visibility, competitive positioning,
differentiation and “front of mind” brand
recognition to target audiences to support
organizational goals.


Why is Search Engine Marketing
Increasingly Important to
Integrated Marketing?

Unlike traditional marketing and advertising
mediums that push TO customers,


Why is Search Engine Marketing
Increasingly Important to
Integrated Marketing?

Unlike traditional marketing and advertising
mediums that push TO customers,
SEM: search engine marketing promotes
visibility to QUALIFIED visitors to your
website at the moment they are actively
seeking a solution…(yours!)


Do the internet, and search
warrant your attention?

Trends in Internet usage:
• Time spent online is up 25% over previous year.
• Audiences continually become more savvy.
• Technology is more accessible (video,
connectivity speeds, etc.)
• Increasing reliability & dependency on Internet.
• Competitive Landscape continually raises the bar.
• Video increases conversion rate for e-commerce.
• 7 in 10 users will shop online. (emarketer)



Competitive Landscape

• It is inevitable that once you’ve achieved
desirable search engine rank that competitors
will “up their game”.
• Changes continuously.
• Whomever is most visible, gets the clicks = $
• Positioning is as important as rank.



Internet as an ever-changing marketplace.

• Search engine algorithms change constantly.
• Competitive landscape changes by the second.
• Technology increases accessibility to video, and
faster download speeds, accelerating consumption
of website content.
• Social media is an explosing promotion channel.
•There are MILLIONS of websites…effort is
required.
February 2007, Netcraft Web Server survey finds more than 108 million distinct websites


How often do internet users
use search engines?


What are they using search to do?
Consider that, of the 299+ million Internet users in the United States 1 . . .

· 91% use search engines to find information. 2

· 80%+ find businesses/brands they'll patronize by using
a search engine. 3

· 78% research a product or service before buying. 2

· 61% will make an online purchase.

· Internet usage (time spent online) is up 25% in last year. 3
1. Nielsen/Net Ratings September 2006.
2. December 2006 Study by Pew Internet & American Life Project.
3. Compete.com Fall 2007, Pew Internet Fall 2008


Facets of Search Engine Marketing…

• Organic / natural search
• Paid / sponsored search
• Web 2.0 sites
• Social networking



Organic / natural search
Achieving high ranking unpaid visibility by
targeting keyword phrases on:
• Google, Yahoo, MSN, AOL, etc.
• Directories


Search Engine Marketing Methods:
• Search Engine Natural or Organic Listings



Paid/sponsored search listings
Achieving high ranking paid visibility by
targeting keyword phrases on:
• Google, Yahoo, MSN, AOL, etc.
• Directories
• Content/Adsense website partners
(Google)
• High Ranking, High Traffic TARGETED
Websites (as banner/ad advertiser)


Search Engine Marketing Methods:
• Paid or Sponsored Listings


Search Engine Marketing…



Web 2.0
Integrating desirable keyword phrases to
naturally leverage user behavior on
interactive websites by keyword, topic and
brand to reach targeted audiences on
websites like:
• Forums / discussion boards
• Communities
• Blogs
• Reviews
• Photo/Video/Publication Sharing

Social Networking
Promoting visibility, indirectly, through
affiliation between individuals as they
network and evangelize where non-industry
contacts (also consumers) will also be
exposed to brand/product.
• Facebook
• My Space
• Linked In
• Spoke
• Inquisix
• Twitter

What search engine activity generates the
most activity, ROI?


most activity, ROI?
68% of search engine users click results on the first page of search
results, compared to 62% in 2006, and 60% in 2004.

Source: iprospect.com April 2008


most activity, ROI?

Only 8% of search engine users review more than the first three pages
prior to clicking on a result.



most activity, ROI?


49% of search engine users who continue their search when not finding
what they are looking for, will either change and/or re-launch their
search after reviewing just the first page of search engine results,
This is up from 40% in 2006, and 42% in 2004.



most activity, ROI?


49% of search engine users who continue their search when not finding
what they are looking for, will either change and/or re-launch their
search after reviewing just the first page of search engine results,
This is up from 40% in 2006, and 42% in 2004.

37% of online users associate appearance at the top of search results
with a company's leadership within its industry or category,
up slightly from 35% in 2006 and 33% in 2002. Source: iprospect.com April 2008

Which Search Engine Produces Results?

• Google drives roughly 78% of all Internet searches.
• Google is more difficult to optimize for.
• Algorithms change continually.
• Paid advertising network expands with acquisition
of companies like Double Click, YouTube, wikis,
online
software applications, etc.
• Yahoo, MSN, AOL, etc. share the remaining
20% of search traffic.


SEO Success Indicators

So, what do we strive for?
What are desirable search engine marketing
results?



Rank in top 3 organic
results on Page 1
• 45% of all user clicks occurred in
the top results of Google…where
the top 3 organic/natural results on
Page 1 reside.

Source: Harald Weinreich and colleagues

Clicks from Google results:
First 3 positions get 79% of clicks
First 5 positions get 88% of clicks



• Rank in top 3 organic results on Page 1
• Keyword phrases connecting visitors directly to
relevant content (not just home page)
• Improve visitor statistics (unique visitors, time
on site, pages viewed, conversion, etc.)
• Links from other credible websites
• Broad range of keywords and phrases driving
qualified visitors to the website
… Think Long Tail!


The Core of Search Engine Marketing…



Keywords and keyword phrases!



Keywords and keyword phrases!

Did you know?
The average length of all search
engine queries, including revisions
(adding or changing words to reach
targeted content) is 2.57 words.


Thinking beyond the Brand

MOST keyword searches are not for BRAND


Thinking beyond the Brand

MOST keyword searches are not for BRAND

Searches are typically driven by:
• Problem
• Solution (by type/form)
• Value Proposition (by differentiation)
• THEN brand.


Making Web Assets Search Friendly
How to leverage web assets to improve visibility
to search-driven queries:


• Remember that search engines are largely “text
crawlers”


crawlers”
• Keep mindful eye on “text to code ratio”


crawlers”
• Recognize that optimization requires more than
meta data


crawlers”
• Recognize that optimization requires more than
meta data
• Look at website assets through the eye of a
search engine crawler…


Look at website assets through the eye of a

Search engines cannot view the graphical interface
that we call a website, the way humans do.

Because search engines are driven by data, they only
have the code on your website from which to “index”
you as a qualified result to specific keyword searches.


Look at website assets through the eye of a

To see what search engines see:
1. Go to a live website page.
2. Click on “View” at the top of the browser.
3. Pull down and select “Source”.

The page that pops up is what search engines
use to identify your website and its content.


Welcoming the Click
Making the Website Search-visitor friendly

What happens on your website once they click
from a search engine result is as important as
how they got there.


Welcoming the Click

What happens on your website once they click
from a search engine result is as important as
how they got there.

• Bounce Rate
• Pages Viewed (even more relevant when
optimized!)
• Relevance (directly impacting conversion)


Web browser eye
& click tracking:
• 45% of all user clicks occurred
in the
greater upper left quadrant of
visible page.
(approximately 520 x 400 pixels)

• Horizontal and vertical
navigation
bars with left / top-most portions
Read/clicked most heavily.

Source: Harald Weinreich and colleagues


Optimizing Assets for Search

SEO, Search Engine Optimization of independent
assets can generate viral attention via search on
or off your website…
• Copy – for WEB…not print, books or marketing collateral
• Video
• Reports
• Reviews
• Press Releases / News
• Demos / Instruction
• Blog / Articles

Approach All Content with a Long Tail approach
• Conduct keyword research
• Identify phrases that align with most qualified
audiences
• Expand keyword base by related keywords, phrases
that resonate with how humans search
• Optimize all content
• Page content
• Meta data
• Press releases
• Blogs


Making Web Assets MORE Search Friendly
What to optimize to improve search performance
of internet assets.
• SEO Design


of internet assets.
• SEO Design
• Domain Name (remember URL guessing!)


of internet assets.
• SEO Design
• Domain Name
• Interface Structure – for crawlers and humans


of internet assets.
• SEO Design
• Domain Name
• Interface Structure
• Meta Data – differentiate & prequalify the click!


of internet assets.
• SEO Design
• Domain Name
• Meta Data
• Graphics – make them support search goals


of internet assets.
• SEO Design
• Domain Name
• Meta Data
• Graphics
• Content Organization and Content


of internet assets.
• SEO Design
• Domain Name
• Meta Data
• Graphics
• Accurate Keyword Selection


of internet assets.
• SEO Design
• Domain Name
• Meta Data
• Graphics
• Strategic Positioning – think beyond the
brand


of internet assets.
• SEO Design
• Domain Name
• Meta Data
• Graphics
• Strategic Positioning
• Legitimate Incoming Links.

Leverage “New” Search Mediums
• Video
• Blog
• Web 2.0
• Social Media
• Email
• RSS Feeds
• Wikis

* Study conducted by Universal McCann


Add Value with “New” Search Mediums
• Define Value Proposition
• Develop “voice”
• Leverage “voice to text” and “text to voice”
technologies to promote viral and consistent
exposure…the way your audience prefers to
receive it
• Build a communications schedule
• Commit to executing it, as frequently as
you can, without fail
• Leverage analytics to measure and
improve performance



Relationship between Organic & Paid
Search Engine Marketing

SEO and paid search advertising are closely
related…

• Optimized websites promote better performing
PPC (like Google Adwords) campaigns
(Google “checks” your website as you launch PPC
campaigns)

• Optimized web assets enable multiple “entry
points” for search-driven traffic.


A New Landscape for Pharmaceuticals

• Promotion to physicians accounted for more than
80 percent of all promotional spending by
pharmaceutical companies in 2001. DTC promotion,
especially online has changed the landscape.

•Industry has nearly doubled its spending on device
ads aimed at consumers – from $119 million in 2005
up to $193 million in 2007.

•DTC advertising of medical devices has come under
recent Congressional scrutiny...especially online.


Trends for Pharmaceuticals Online

•The DMA report predicts that Internet drug
advertising will almost double in four years, rising to
$173 million in 2012 from $93.6 million in 2008.

•According to a recent report from the Direct
Marketing Association, spending on Pharma direct
marketing is expected to rise 35 percent in the next
four years. The DMA estimates that drug companies
will spend $1.39 billion on direct marketing in 2012,
up from $1.03 billion in 2008.


The Changing Media Landscape
A new report was recently released on the impact of
social media (such as blogs, social networks, online
video) on the media landscape. 17,000 Internet users
surveyed worldwide in March 2008 indicates that
social media, in particular blogs, are quot;becoming a
more important part of global media consumption
for internet users than some traditional media
channels.quot;
The report also found that social media is a global
phenomenon (29 countries were surveyed), although
there are cultural differences in how people use it.
The report states that quot;video clips, blogs, podcasts,
social networks and RSS are all essential
components of the online media diet.quot; *


The Study Says…

- 83% watch video clips, up from 62% in the last study in June 2007
- 78% read blogs, up from 66%
- 57% of internet users are now members of a social network
- RSS consumption is growing rapidly up from 15% to 39%
- Podcasts are now mainstream digital content, listened to by 48%
Social networks have been quot;a key driver for the growth of social mediaquot;:
- 22% of social network users have installed a widget or apps
- 55% have shared photos
- 22% have shared their videos
- 31% have started a blog
- The world’s biggest social network is MySpace with 32% weekly reach
followed by Facebook on 23%
The report also states that social media is a global phenomenon:
- Top markets for blogging – China 70% of internet users write a blog,
Philippines 66% and Mexico 60%
- Top markets for social networking – Philippines 83%, Hungary 76% and
Poland 76%
- China is the world's largest blogging market with 42m bloggers versus
26m in the US



Challenging Times Call for Creative, Ethical
and Proactive Strategies
As more advertising dollars move to the online
environment, this may well be the primary legal
battleground facing advertisers in the coming years. The
issues are likely to be fought on multiple fronts, including
the Congress, state legislatures, the courts and the Federal
Trade Commission (quot;FTCquot;).

New administration and leadership in Congress
Advertising moratorium affecting prescription drugs.
Likely congressional consideration affective over the
counter drug advertising on and offline, affecting search.

Deploying Paid Search Engine Marketing
•Flat fee. Not traffic or click-qualified, a simple “pay to
play” fee.

• PPC – Pay per click marketing.
Programs like Google Adwords, Yahoo search and
directories where you advertise, but only pay when
someone clicks on your ad to visit your website.

• CPM – Cost per thousand.
Many social media, online publications
(news/magazines, ezines, email newsletters & online
news sites).


Target Advertising to Consumer
Common mistake is keyword and language selection
in marketing to consumers.

Consumers:
Keyword research will provide the road map to map
your search engine marketing strategy.
• problem
• solution
• side effects
• differentiation
• brand


Methods to increase consumer engagement:

Blogs
RSS Feeds
Microsites
• Support groups
• Forums
• Education
• Multimedia


Common mistake is keyword and language selection
in marketing to consumers.

Physicians:
Recent studies show physicians are seeking more
information from sales people…many will research
online…make it easy for them to find what they need.
• studies
• side effects
• dosing
• interaction with other pharmaceuticals


Methods to increase physician engagement

• Email campaigns
Think mobile!
• RSS Feeds
• Password protected forums
• Live chat with Pharmaceutical reps
• Web
• Text


Pharma Messaging while achieving
FDA Compliance

Seek opportunities within the 3 types of
Pharmaceutical “Ads”

•“product-claim” are regulated by the FDA
•“reminder” are regulated by the FDA
•“help-seeking” ads are NOT regulated by FDA.


Evolving Legitimate Legal Concerns

TRADEMARK USE IN SEARCH ENGINE ADVERTISEMENT

At issue are practices such as using another party's trademark as a
search term in search engine advertising to drive traffic to one's own
website, or using another's trademark in one's own website metadata
for the same purpose. It is possible that only Supreme Court review of
these issues will provide a definitive answer for advertisers. While a
number of courts have held that quot;purchasingquot; a competitor's
trademark for use as a search term in search engine advertising
implicates federal trademark law, the influential Second Circuit Court
of Appeals has held that this practice is not a quot;use in commercequot; of
another's trademark. Because Internet-based search advertising is
inherently national in scope, it will be important for the courts to
resolve this division of legal authority.


“White Hat” or “Black Hat”?

Choosing your Search Engine Marketing Path

Black Hat
This SEO approach uses current patterns to emphasize assets to
achieve visibility to achieve top rankings, even if only temporarily by
“spamming” the search engines…at all costs.

White Hat
This SEO approach uses ethical, time-tested methods that leverage all
aspects of optimization to promote performance over time without
putting website at risk of being “blacklisted” by search engines.


Developing SEM Methods

• There are many methods for website search
engine optimization and marketing to be executed.
• All SEO and SEM experts, methods and practices
are not equal.
• Proof is in performance.
• Reporting and Analytics are vital to knowing what
is working, what new opportunities exist and
where untapped potential lies.


SEM Performance = ROI

• Achieving #1 search position is meaningless if it is
not based on the keywords your audience uses.
• Web stats and analytics will demonstrate
performance…read between the lines and continually
optimize for improvement.
• Track user experience to promote conversion.
• Track conversion for measurable ROI.


Measuring Performance and ROI

Analytics and Website Statistics can tell the story of
what will support the bottom line according to your
immediate and long-term goals related to the
deployment of temporary and long-term internet
assets whether they are on or off your website.

Google Analytics
Omniture
WebTrends


Recommendations for Success

• Review data with a critical eye, check performance
data frequently and adjust programs proactively.

• Optimize websites for organic search optimization.

• Integrate Google Analytics to provide in-depth views
of incoming traffic, user behavior and data that will
enable you to make informed decisions.

• Compliment organic search with PPC campaigns
don’t COMPETE.

• Introduce strategic marketing to PPC campaigns to
increase incoming traffic for optimum ROI.

Thank You for attending
It has been a pleasure being here with you today!

Rebecca Murtagh
info@karnerbluemarketing.com

KARNER BLUE MARKETING
Your Virtual Marketing Partner!

www.KarnerBlueMarketing.com


EXL SEM Pharmaceutical Workshop: Proactive Strategies

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