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Pharma and Healthcare Marketing for Digital Media - Rahul Avasthy

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Ranking the digital competence of
pharmaceutical brands

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Pharma and Healthcare Marketing for Digital Media - Rahul Avasthy

  1. 1. A THINK TANK for PRESTIGE BRANDS PHD Media PHARMA MAY 2010 Prepared By: Industry Partner: Ranking the digital competence of pharmaceutical brands © L2 2010
  2. 2. 2© L2 2010 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
  3. 3. 3 The Killer App The killer online app isn’t porn or social media, but med- ical advice. Arguably, no medium has so much influence over so much spending—one sixth of the nation’s GDP. In 2009, the number of Americans seeking pharmaceuti- cal information online reached 102 million1 . Pharmaceu- tical companies continue to search for a voice that can rise above the digital cacophony. Although the emerg- ing direct-to-consumer relationship on the web allows for robust patient discovery and education, the online efforts have experienced fits and starts because the ambiguous regulatory environment leaves pharmaceuti- cal brands paralyzed. The Innovator's Dilemma The Food and Drug Administration’s Division of Drug Marketing, Advertising, and Communications (DDMAC) has expanded under the Obama Administration. As digital accelerates in new directions—mobile, geo- targeting, and healthcare information technology—the uncertainty surrounding regulation threatens to ham- string pharmaceutical companies and shift power to third-party portals and content sites. Brand managers are faced with a decision: take an aggressive approach and face possible regulatory wrath, or wait and lose ground to more innovative, risk-tolerant peers who are garnering skills, fans, and followers. When it comes to marketing and regulation, it may be heads the digital media win and tails digital wins again. Despite the uncertain regulatory environment, some companies are innovating online and building a founda- tion for digital growth in anticipation of an unshackling. Robust branded sites, visibility in search, collabora- 1 Manhattan Research  tion with highly trafficked health portals, and forays onto Facebook and YouTube put brands like Gardasil and Viagra at the top of our ranking. However, the industry as a whole disappoints, as most brands offer obsolete technology, anemic site content, lack of search optimiza- tion, and scant social media programs. In sum, there are millions of unregulated conversations taking place online regarding prescription drugs, but the voice of the phar- maceutical companies is largely absent. Our thesis is that digital aptitude will be a defining compe- tence that separates winners from losers in a medium too powerful to ignore. Key to managing and developing apti- tude is an actionable metric. This study quantifies the U.S. digital competence of 51 pharmaceutical brands across eight disease states and ranks them by their Digital IQ™. Our aim is to provide a robust tool to diagnose a brand's digital strengths and weaknesses relative to its peers to achieve greater return on incremental investment. As in each L2 study, we brought in experts from aca- demia and industry to provide color and commentary on our findings. We were fortunate in this study to have insight from Peter Golder, professor of marketing at Dart- mouth's Tuck School of Business on innovation, Scott Hagedorn, U.S. CEO of PHD Media, on media trends in the industry, and Kristen Goelz of Flashlight interactive on web site messaging. Scott Galloway Clinical Associate Professor, NYU Stern Founder, L2 (LuxuryLab) INTRODUCTION INTRODUCTION© L2 2010
  4. 4. 4© L2 2010 METHODOLOGY METHODOLOGY Site Effectiveness: Reinforcement of core brand associations and values through aesthetics and interactivity. Also includes technology incorporation, navigation, consumer funnels, relevant content, and customer service. PLATFORM - 40% • BRAND TRANSLATION • Aesthetics and Messaging • Interactivity • SITE ELEMENTS • Technology Integration • User Interface • Customer Service • Content: Disease Education, Conversion, Community Content Digital Marketing Efforts: Online advertising on and off consumer healthcare portals, mobile compatibility, email marketing, and other messaging. OFF-PLATFORM MESSAGING - 25% • PORTAL AND OTHER ONLINE ADVERTISING • MOBILE • EMAIL MARKETING Visibility: Organic and paid search visibility on popular search engines. SEARCH ENGINE OPTIMIZATION (SEO) - 20% • TRAFFIC • KEYWORDS • WEB AUTHORITY • SEARCH ARCHITECTURE Social Media Presence: Following, content, and influ- ence on major social media platforms, and buzz on blogs and other web 2.0 forums. SOCIAL MEDIA - 15% • FACEBOOK • TWITTER • YOUTUBE • USER-GENERATED CONTENT
  5. 5. 55 RESULTS © L2 2010 The Digital IQ Index ranks brands according to their digital competence, with each falling into one of five categories: 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. 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. AVERAGE Brand sites are functional yet predictable. Innovation efforts are uninspired and lack ambition. Boilerplate marketing online and in email. 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. FEEBLE Brands have largely ignored the digital phenomenon. Sites lack basic functionality and navigability, and brands disregard digital marketing initiatives. 140+ 110-139 90-109 70-89 <70 RESULTS: the rankings
  6. 6. 6© L2 2010 RESULTS: the rankings 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 (Smoking Cessation) 140 Genius Connects digitally with consumers both on and off site with email, short messaging service, and a dominant presence on health portals 4 ORTHO TRI- CYCLEN LO Ortho-McNeil Janssen Women’s Health (Birth Control) 137 Gifted Top in the competitive Women’s Health category; brand 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 (Infectious Disease) 131 Gifted Rallies community online with pioneering Facebook page and strength in search 6 YAZ Bayer Women’s Health (Birth Control) 131 Gifted YAZXpress site offers interactive community content; 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 (Birth Control) 130 Gifted Brand boasts innovative web advertising and strength in search 10 LUNESTA Sepracor Neurology (Insomnia) 126 Gifted A YouTube channel coupled with strong off-platform 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 In Bed video campaign generates online buzz 14 SEASONIQUE Teva (through Duramed) Women’s Health (Birth Control) 120 Gifted Brand understands how to integrate digital content and user behavior 15 AMBIEN CR Sanofi-Aventis Neurology (Insomnia) 118 Gifted Site highlight is a downloadable tool that tracks and 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 PHARMACEUTICAL BRANDS RANKED BY DIGITAL IQ SCORE
  7. 7. 7© L2 2010 RESULTS: the rankings 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 (through Duramed) Women’s Health (Birth Control) 102 Average Site offers eligibility calculator and find-a-pharmacist feature 24 SPIRIVA Pfizer and Boehringer Ingelheim Asthma & Allergy 102 Average Multichannel disease awareness campaign tests the 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- McNeil Janssen Gastrointestinal 98 Average Playful animation on site and strong keyword visibility 30 RITUXAN Biogen and Genentech Rheumatology 94 Average Site incorporates elegant flash features, but efforts in 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 (Birth Control) 92 Average Trails strong Birth Control peers; interactive site elements are absent 32 PLAVIX Bristol-Myers Squibb and Sanofi-Aventis Cardiology 92 Average Portal ads keep this brand in the middle of the pack 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
  8. 8. 8© L2 2010 RESULTS: the rankings Rank Brand Parent Disease State IQ Label Description 41 OMNARIS Sepracor Asthma & Allergy 82 Challenged Robust SEO 42 FLOMAX Astellas Pharma and Boehringer Ingelheim Urology 71 Challenged Bare bones, text-heavy site with dated technology and 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
  9. 9. 9© L2 2010 DISCOVERIES DISCOVERIES “Companies must move beyond a DTC mentality and adopt a DFC mentality (i.e., direct from company). Instead of companies pushing information to customers, customers will pull information from the company. An even better approach is DFC + P2P, direct from company plus peer-to-peer redistribution.” “We often get asked if social activation should play a role in brand efforts. Our advice is that it isn’t a matter of ‘if’, it’s a matter of ‘when’. It comes down to mapping the brand introduction time- line and knowing when to use social and when not to in order to increase impact while also mitigating risk.” PETER GOLDER Tuck School of Business at Dartmouth SCOTT HAGEDORN PHD Media The Tipping Point Consumer appetite for digital health content is voracious and grow- ing: the number of Americans accessing health information online is up 159% from 20041 . Health portals including WebMD, Everyday Health, and About.com Health attract millions of unique visitors. In addition, traffic to branded pharmaceutical sites increased 82% last year, suggesting brands have a legitimate role in the online conversation. Disparity in the quality of the digital content produced by pharmaceutical brands leads discriminating con- sumers to vote with their browsers. While brands categorized as Genius or Gifted experienced average traffic growth of 175% from March 2009 to March 2010, 40% of the brands in the study realized negative traffic growth. Anti-Social Pharma 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 pharmaceutical brands maintain a presence on at least one site. Parent com- 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 than 1.6 million times, and Merck’s Gardasil human papillomavirus (HPV) awareness Facebook page, with more than 100,000 fans. Patient demand for online networking opportunities has been validated by the emergence and growth of condition-specific patient networking sites such as PatientsLikeMe, which doubled subscribers from December 2008 to December 2009, Juvena- tion, and Bayer’s MS-Gateway. 1   Manhattan Research
  10. 10. 10 MonthlyUniqueVisitors(thousands) March2010 © L2 2010 Learn by Doing Brands with a higher Digital IQ demonstrate more risk tolerance when approaching digital marketing. Based on an assessment of regulatory compliance on branded sites, brands ranked Average and below err on the side of caution regarding FDA Web guidelines while brands ranked Genius and Gifted employ broader interpretations. Genius and Gifted brands have greater social media penetration: 37% are present on at least one platform, compared with 9% for Average and below 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. DISCOVERIES 20,000 18,000 16,000 14,000 12,000 10,000 8,000 6,000 4,000 2,000 WEBMD EVERYDAY HEALTH YAHOO! HEALTH HEALTHGRADES QUALITYHEALTH REALAGE HEALTHLINE LIVESTRONG HEALTHCENTRAL NEXIUM ORENCIA LEVITRA ABILIFY VIAGRA Deserted Islands (Visibility) After the FDA submitted warning letters regarding paid search to more than 40 pharmaceutical brands in April 2009, most suspended search engine mar- keting. Although paid search has rebounded, and 70% of brands currently purchase search terms, many brand- ed sites are not optimized for organic search. As a result, site visibility on major search engines for upper-funnel disease-relevant terms lags that of such popular health portals as WebMD, Yahoo! Health, and HealthCentral. HEALTH PORTAL AND BRANDED-SITE TRAFFIC Monthly Unique Visitors to Health Portals and Branded Sites Health Portals Branded Sites 0% 10% 20% 30% 40% 50% 60% 70% YouTube Facebook Twitter SOCIAL MEDIA PENETRATION Brands vs. Parent Companies Brands Parent Companies
  11. 11. 11© L2 2010 DISCOVERIES Innovation Silos The average dispersion in brand- level Digital IQ among pharma- ceutical companies with more than one product in the study is 40 points. This large spread high- lights a silo mentality—digital com- petence within large companies sits isolated, with minimal shared learn- ing among brands. Although some companies leverage small econo- mies of scale (e.g., AstraZeneca sites are sometimes templated, and GlaxoSmithKline sites offer universal customer service tools), digital efforts appear largely uncoordinated. The lone exception is in social media, which is primarily deployed at the parent company level with little brand-level integration. PETER GOLDER Tuck School of Business at Dartmouth “The results of the Digital IQ studies present companies with the triple threat of innovation. First, with incremental innovation, companies can upgrade each of their own web sites to match internal best practices. Second, through radical innovation, com- panies can adopt and improve upon industrywide best practices. Third, for truly breakthrough innovations, companies can look to unrelated in- dustries for inspiration in developing completely new approaches to digital communication.” SCOTT HAGEDORN PHD Media “Pharma is one of the few remaining categories with this level of disparity around ide- ation. It is hard for vertical teams structured around specific brands to share best practices with other brand teams. It is up to the agencies that touch multiple brands to step up and help replicate innovative best practices across the client brand verticals.” 140 Viagra Chantix Lipitor Celebrex Lyrica Pristiq Caduet Vytorin NuvaRing Gardasil Zetia Singulair Advair Lovaza Avodart Veramyst Humira Cymbalta Ambien CR Yaz MirenaPlavix* * in partnership with Bristol-Myers Squibb Cialis Omnaris Lunesta Niaspan Trilipix Seroquel Symbicort Crestor Nexium Toprol-XL Pulmicort GENIUS GIFTED AVERAGE CHALLENGED FEEBLE BAYER SANOFI-AVENTIS ELI LILLY SEPRACOR ABBOTT GLAXOSMITHKLINE MERCK ASTRAZENECA PFIZER 104 107 114 72 91 104 106 105 112 110 90 70 DIGITAL IQ DISPERSION Range of Brand Digital IQ Scores and Average Digital Score by Parent Company
  12. 12. 12© L2 2010 DISCOVERIES Younger “Age of Onset” Brands Lead As one would expect, brands that market to younger consumers have 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 Psychiatry have worked to understand how to design informative and interac- tive web sites, incorporate community content and technology, attract users to branded sites, and test social media. Yet, this is a case of not seeing the forest from the trees as the vast majority of prescription drugs are consumed by older adults who are increasingly online— in the five-year period from 2004 to 2009 Internet usage increased by 55% to 17.5 million users2 for seniors. Furthermore, the fastest growing cohort on Facebook is boomer-age women. 2   Nielsen SCOTT HAGEDORN PHD Media “We’ve seen the internet emerge as the medium all segments of the population say they could not live without. There is clear- ly an opportunity for pharma brands marketing to a senior population to increase their web presence.” PsychiatryPSY RheumatologyRHM CardiovascularCDV Asthma & AllergyASM UrologyURL GastrointestinalGST Birth ControlBCL Human PapillomavirusHPV 140 110 90 70 GENIUS GIFTED AVERAGE CHALLENGED FEEBLE CDV HPV BCL PSY ASM RHM URL GST AGE 80 AGE 60 AGE 40 AGE 20 DIGITAL IQ AND AGE OF ONSET Average Digital IQ Score and Age of Disease Onset by Disease State Category
  13. 13. 13© L2 2010 DISCOVERIES Patent Cycle’s Impact Brands categorized as Genius and Gifted have an average of 1.7 more years before patent expiry than brands categorized Average and below, suggesting digital marketing is correlated with the patent cycle. Pharma brands typically invest heavily in online disease education and awareness efforts before FDA approval. Drugs also invest early in the patent cycle, one year after FDA approval, as they are building awareness for the brand. Brands new to the market have higher Digi- tal IQs, suggesting a greater digital investment and focus. 12 10 8 6 4 2 0 Genius Gifted DIGITAL IQ Average Challenged Feeble YEARS AVERAGE TIME TO PATENT EXPIRY
  14. 14. 14© L2 2010 FINDINGS Platform QUICK STATS Branded Sites: • 85% offer a Doctor Discussion guide • 62% offer little or no community content • 57% offer savings for first-time prescriptions • 47% have an unbranded site, typically devoted to disease education • 45% offer a compliance tool, such as email, text reminders, or a downloadable PDF calendar • 42% offer savings for current users • 26% have no access to customer service FINDINGS Call to Action Message “Quantitative measures are most useful for bench- marking and upgrading sites on established performance criteria. Qualitative insights are most use- ful for generating and introducing entirely new performance criteria.” PETER GOLDER Tuck School of Business at Dartmouth Branded sites inform consumers and encourage patient compliance at different stages of the disease cycle. Sites for drugs with multiple indications face the ad- ditional challenge of tailoring content to different conditions. Because of the variety of patient audiences, clearly directing users and prospects to appropriate informa- tion is the hallmark of a strong site. Among branded sites, Symbicort and Abilify's are among the best at funneling visitors by condition and stage of diagnosis. Although all sites offer basic drug information, the best include disease educa- tion, like Crestor’s scientific videos, and community content, like Nexium’s site with patient success-story videos and lifestyle tools. The biggest divergence among pharmaceutical sites is in the use of technology to amplify content. Although strong sites offer videos and interactive features with anatomic im- 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. Every site aims to influence visitors to act through one or a combination of symptom assessment surveys, doctor discussion guides, coupons for a new or continuing prescription, and tools to encourage compliance with a prescription. Many of these tools are PDF documents, which in many cases is not the best way to leverage the speed and convenience of the digital medium. Exceptions include Spiriva and Synvisc, which offer to send assessment results via email. 60% 50% 40% 30% 20% 10% 0% Visit Doctor New Rx Rx Savings Compliance Frequency CALLS TO ACTION ON BRANDED SITES
  15. 15. 1515© L2 2010 www.viagra.com www.symbicort.com FINDINGS 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 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 of competitive brands benefiting from other’s unbranded efforts, calls into question their longer-term value. www.abilify.com www.viagra.com
  16. 16. 16 100% 80% 60% 40% 20% 0% GASTROINTESTINAL NEUROLOGY CARDIOLOGY PSYCHIATRY RHEUM ATOLOGY UROLOGY W OM EN’S HEALTH ASTHM A & ALLERGY March2010 March2010 BRANDS BY DISEASE STATE ON PAID SEARCH © L2 2010 Search Engine Optimization Search engines are the primary tool consumers use to seek health infor- mation online, and search remains a digital priority for most pharmaceuti- cal brands1 . Brands strive for search engine visibility, not only for consum- ers seeking specific drug information, but also for those learning about a condition. Generating awareness among upper-funnel consumers helps brands acquire diagnosed but untreated patients. Research has found that consumers who visit a brand’s site are three times more likely to request a drug by name2 , and 44% of physicians prescribe a requested drug3 . Weak search engine optimization by pharmaceuti- cal brands allows health portals to dominate in organic search visibility for every disease state. In 2008, more than 30% of pharma- ceutical search engine traffic was directed from paid ads4 . Because of space limitations and FDA regulation, 1   iCrossing 2   Manhattan Research 3   Kaiser 4   Hitwise pharmaceutical paid search advertising is primarily limited to two types of ads: brand-reminder and help-seeking. Brand-reminder ads incorporate a brand’s name and are restricted from explaining drug treatment uses and benefits; help-seeking ads tout the uses and benefits of a drug, but do not mention its name. Brands in the study strongly favor brand-reminder ads, particularly for patients further along the disease cycle using more specific, lower-funnel terms, and also because consumers may perceive help-seeking ads as con- fusing and potentially misleading. In November 2009, Google proposed two new types of ads: product-claim ads, which would link to a product site and explain drug benefits, and black-box ads, both of which link to full text black- box warnings. Yaz is the lone brand in the study to use black-box ads. QUICK STATS SEO: • 70% of brands engage in paid search on Google or Bing • 62% of brands engage in branded paid search on Google or Bing • Google Page Rank average for branded pharmaceutical sites is 4.75 • Pharmaceutical sites have an average of 91 inbound links Brand-Reminder Ad Help-Seeking Ad Black-Box Ad { { { NEXIUM ORENCIA LEVITRA ABILIFY VIAGRA PLAVIX LIPITORCYM BALTA VYTORIN NASONEXNUVARING ADVAIR ENBREL CHANTIX RELATIVE TRAFFIC OF TOP BRANDED SITES FINDINGS
  17. 17. 17© L2 2010 SCOTT HAGEDORN PHD Media “In addition to shifting ad dollars, marketers are re-examining their overall market- ing investments. We see a shifting of dollars to platforms that offer deeper engagement with consumers. We be- lieve this is driven in part by the richer experiences that digital media offers.” In 2009 pharmaceutical industry online advertising spend was up 31% year-on-year, to $117 million, while consumer ad spending overall remained virtually flat5 . Digital spending represents about 4% of total DTC budgets. As 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 consumer health portals, like WebMD or Quality Health. Fifty-eight percent of brands in the study advertise on WebMD, Everyday Health, or About.com Health and 60% of these brands advertise on more than one of the portals. Branded presence on portal sites ranges from traditional display advertising to sponsored editorial content and diagnostic tools. The most effective advertising is highly visible on primary pages about a specific 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 brands' display advertising on AccuWeather and Weather.com. 5   Medical, Marketing & Media Off-Platform Messaging QUICK STATS Portal Collaboration: • 58% of brands advertised on WebMD, Everyday Health or 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 FINDINGS
  18. 18. 18© L2 2010 Email Email is a low-cost way to engage patients and ensure they stay current on their drug regimen. More than 80% of brands offered opt-in email from the branded site, although less than 60% of these brands corresponded in a six- week period. Often a brand email effort is touted as a support program and is complemented by an offline effort, including direct mail. The number one reason consumers opt in to email programs is to receive coupons6 , and 30% of email programs specifically offered savings. The purpose and content of email campaigns ranged from calls to action (75%) to branded-drug-specific information: (75%), disease education (50%) and community content (30%). In the best cases, emails were customized and personalized like Pristiq’s A New Day support messages. Some brands, including Ortho Tri-Cyclen Lo, Yaz, Humira, and Lovaza, offer patient reminder emails to support compli- ance. 6   Epsilon QUICK STATS Email: • 72% of email programs contain a clear call to action to prompt doctor discussion or prescription fills. • 70% of branded programs personalize emails. • All Cardiology brands have email marketing programs. • All Neurology brands have email marketing programs with clear calls to action. Lescol XL email Pristiq emailHumira email FINDINGS
  19. 19. 19© L2 2010 Mobile Pharmaceutical branded mobile activity is scant with the exception of SMS reminder alerts sent by 15% of brands. Third-party companies are also offering reminder and compliance apps, including the “Pill Phone” and “PillBoxer.” None of the brands in the study have applications available in iTunes, however many iPhone apps exist for both general and specific disease management purposes. Notable in the general category is WebMD’s app, “WebMD Mobile,” which pro- vides information about symptoms, drugs, and first aid. Apps are com- mon for disease state management for conditions such as smoking ces- sation, insomnia, allergies, rheuma- tology, and cardiovascular disease. MOBILE APPLICATION Disease State Customer Rating Comments Chronic Pain Tracker Rheumatology 3/5 Enhanced $5.99 version allows users to log, track, and analyze pain and download data into PDF for healthcare provider discussion iHeart-Pulse Reader Cardiovascular 5/5 $4.99 app allows users to monitor and track their pulse over time PureSleep AmbiScience Insomnia 3.5/5 $0.99 app offers customizable audio programs to promote sleep Live Happy Psychiatry 3/5 $0.99 app provides tools to track mood and exercises to promote happiness Quitter Smoking Cessation 3/5 Free app tracks number of smoke-free days and cost savings Pink Reminder Women’s Health 3/5 $0.99 app reminds users to take medication NOTABLE DISEASE MANAGEMENT APPS 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 FINDINGS
  20. 20. 20© L2 2010 PORTAL Description Unique Monthly Visitors (millions) Key Advertising Tools Advertising Brands include Educational content, expert commentary, medical reviews, community services, and health management tools. Content includes information about conditions, a drug database, healthy living advice, and news. Message boards and newsletters serve as a precursor to its upcoming Health Exchange community site. 17.4 • Banner ads • Sponsored editorial • Sponsored “health checks” • Technology superior to other sites Chantix Cymbalta Enbrel NuvaRing Viagra Educational health content for more than 100 health categories ranges from information about common health conditions to interactive symptom checkers to nutritional and exercise tips. Community section incorporates 2.0 tools, including blogs, personal profiles, and photos, to promote interaction among site visitors. 6.4 • Banner ads with flash and video • Sponsored editorial • Custom email campaigns Abilify Chantix Lipitor Orencia Plavix Seroquel Viagra Vytorin Content organized by condition centers with information on the condition, symptoms, treatment options, and support resources. The site also features healthcare news, videos, interactive symptom checkers, and community content in the form of health newsletters and such social media tools as blogs, chat rooms, and forums. No data • Banner ads • Video ads Cymbalta Kapidex Seasonique Zetia Offers news, videos, tips, drug guides, and interactive health tools across a number of disease-specific categories. Social media tools are integrated to promote community, and offer condition-specific groups, message boards, and expert advice blogs. Editorial content and videos often courtesy of third-party health content providers. 6.3 • Banner ads • Video ads Cialis Lunesta NuvaRing Pristiq Provides educational health content across more than 45 disease categories, with information on causes, symp- toms, and treatments. The portal offers videos, news, expert advice, drug guides, and interactive tools, including symptom checkers and quizzes. 2.0 tools include blogs and support groups. 2.9 • Banner ads with flash • Video ads • Sponsorship of health centers • Sponsored editorial Cymbalta Kapidex Vytorin Features informative health and fitness content, interac- tive tools, resources, expert advice, videos, specialized reports, and community content across more than 50 disease centers. Disease centers include content in line with that of other portals, such as news, information on symptoms, and treat- ment options. Partners with third-party content providers. 2.8 • Banner ads with flash • Video features Chantix Enbrel Lipitor Lyrica NuvaRing Pristiq Viagra SELECTED HEALTH PORTALS FINDINGS
  21. 21. 21 monials to educational pieces. The corporate Twitter account retweets and converses with users, while the 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 Manhattan Research, more than 80 million Americans use social media for health-related issues. Brands often © L2 2010 Social Networking Only 19% of pharmaceutical brands are on at least one major social media platform: Facebook, You- Tube, or Twitter. Standouts Gardasil and Nexium maintain pages with rich media content and have at- tracted thousands of fans despite prohibiting wall postings to avoid adverse-event reporting. On Twitter, the Purple Pill listens to custom- ers and direct messages an 800 number in response to tweets about the drug. The only other brand ac- tive on Twitter is Spiriva, with five Twitter handles, four from celebrity spokespeople, conversing about the Drive4COPD campaign. Eighteen percent of brands have a presence on YouTube ranging from dedicated YouTube channels (Yaz and Lunesta) to videos on parent QUICK STATS Social Media: • 48% of parent companies have a presence on Facebook • 28% of branded sites have Facebook as a top-5 referral site • Facebook is a top-5 referral site for all Women’s Health brands • 60% of parent companies have a presence on Twitter, with an average growth in followers of 31% from February to March 2010 • 36% of parent companies have a presence on YouTube • According to Manhattan Research, almost 50% of con- sumers seeking health informa- tion watched health videos online in 2009 Yaz YouTube Gardasil Facebook FINDINGS company channels (Ambien and Toprol-XL). Videos range from offer- ing specific information about a drug, its benefits and side effects, to playful content about a disease state, as in the case of Levitra’s InBed videos featuring a cartoon couple dealing with erectile dysfunction. On the flip side, parent company social media adoption tops 80%. The disparity in participation be- tween parent company and brands highlights the effect of the current regulatory limbo concerning social media. However, most company efforts are little more than PR or human resources tools. Johnson & Johnson is a notable exception; the company maintains an engaging presence on all three major plat- forms. Its YouTube channel features videos ranging from patient testi-
  22. 22. 22FINDINGS 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 health social networking platform, to 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. Johnson & Johnson YouTube channel and Facebook page Patientslikeme.com © L2 2010 FINDINGS
  23. 23. 23© L2 2010 Company Twitter Followers Follower Growth* Total Tweets ** Tweet Growth* Re- 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 & Johnson JNJComm 3,201 ND 744 7.2% Y Highly personalized content; retweets and 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 Squibb bmsnews 785 31.5% 4 ND N Mostly business news. First tweet March 1, 2010 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 TOP PARENT COMPANY TWITTER EFFORTS FINDINGS * February-March 2010 ** As of March 2010
  24. 24. 24© L2 2010 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 Network 2,471 Links to news, history, stories, videos of patients, and caregiver stories about various conditions Boehringer Ingelhelm Boehringer Ingelhelm 1,669 Unclear if page is official, mostly employees connecting from all over the world AstraZeneca AstraZeneca US Community Connections 1,613 Highlights corporate social responsibility efforts and policies, wall postings, videos, and forum for moderated discussion, although no fan engagement TOP PARENT COMPANY FACEBOOK EFFORTS Company YouTube Channel Total Views** Viewer Growth* Comments Johnson & Johnson Johnson & Johnson Health Channel 174,510 ND Videos on a number of procedures from hair transplants to coronary 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 Men’s Health 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 Pharma’s Channel 1,922 1.4% Video of Ambien rooster commercial Bayer Bayer AG 1,196 17.5% Videos about innovative company efforts AstraZeneca AZ Business Channel 774 ND Interviews with management TOP PARENT COMPANY YOUTUBE EFFORTS FINDINGS * February-March 2010 ** As of March 2010
  25. 25. 25© L2 2010 8 1 SYMBICORT AstraZeneca 5 3 1 2 130 Gifted 21 2 ADVAIR GlaxoSmithKline 3 3 2 3 106 Average 22 3 SINGULAIR Merck 3 3 2 3 105 Average 24 4 SPIRIVA Pfizer and Boehringer Ingelheim 2 2 1 5 102 Average 37 5 NASONEX Schering-Plough 2 0 3 3 86 Challenged 39 6 VERAMYST GlaxoSmithKline 3 2 1 0 85 Challenged 41 7 OMNARIS Sepracor 1 1 4 1 82 Challenged 48 8 PATANASE Alcon 2 0 0 1 60 Feeble 50 9 PULMICORT AstraZeneca 0 2 0 1 52 Feeble 51 10 ASTEPRO Meda 0 0 1 0 42 Feeble OVERALL RANKCATEGORY RANK DRUG PARENT PLATFORM OFF-PLATFORMSEO SOCIAL M EDIADIGITAL IQ CLASS Brands in the Asthma & Allergy category demonstrate the lowest average IQ of the eight disease states. Sites in the category suffer from poor traffic, weak content, and do little to build community or prompt user action. AstraZeneca’s Symbi- cort is the lone bright spot, scoring IQ points for its innovative advertis- ing presence on healthcare portal Everyday Health, and for a site that incorporates an intuitive interface with interactive disease education. Singulair and Spiriva are the only other brands that demonstrate an active ad presence on top health portals. Spiriva boasts the category’s strongest social media effort with a rare pharmaceutical multichannel digital campaign, Drive4COPD. >> 67% of brands in the category offer coupons for new prescriptions. << ASTHMA & ALLERGY ASTHMA & ALLERGY 0 5 10 15 20 ASTEPRO PULMICORT PATANASE VERAMYST OMNARIS SPIRIVA NASONEX ADVAIR SINGULAIR SYMBICORT SITE CONTENT BY BRAND Enhance Brand Building Community Conversion Disease Education
  26. 26. 26© L2 2010 FLASH OF GENIUS DRIVE4COPD A rare multichannel effort is Spiriva’s Drive4COPD 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 Drive4COPD, 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. << ASTHMA & ALLERGY COMPARATIVE TRAFFIC Relative Site Traffic Among Asthma & Allergy Brands 0 10 20 30 40 50 PULMICORT PATANASESINGULAIRSPIRIVAVERAMYSTASTEPROOMNARISSYMBICORTADVAIRNASONEX Paid Search No Paid Search RELATIVESITETRAFFIC
  27. 27. 27© L2 2010 >> 40% of Allergy & Asthma brands engage in paid search. << ASTHMA & ALLERGY SPOTLIGHT ON SOCIAL MEDIAMISSED OPPORTUNITY In addition to Spiriva’s efforts on Twitter, YouTube, Facebook, and Flickr, other brands in the Asthma & Allergy category dabble with social media. AstraZeneca’s Symbicort launched a YouTube channel, My Asthma Story, in February 2009, featuring testimonials by users about their experiences with the drug. The site was no longer on YouTube as of March 2010. PULMICORT Pulmicortflexhaler.com is a limited site that is best described as brochure ware. For example, the “Just Ask Sara” section recaps a conversation between a patient and physician in text without employing media or graphics to bring the content to life. The user does not have a reason to return to the site and is left feeling like the web is an afterthought for the brand. COMPARATIVE BRAND BUZZ Relative Volume & Sentiment of Commentary on Blogs +7 +6 +5 +4 +3 +2 +1 -1 -2 -3 -4 -5 -6 -7 0 ADVAIR SINGULAIR SYMBICORT NASONEX SPIRIVA PULMICORT VERAMYST ASTEPRO OMNARISPATANASE Positive Neutral RELATIVE VOLUME Negative RELATIVESENTIMENT BRANDED SOCIAL MEDIA PRESENCE Advair - - - Astepro - - •Nasonex - - - Omnaris - - - Patanase - - - Pulmicort - - - Singulair - - - Spiriva • • •Symbicort - - •Veramyst - - - KRISTIN GOELZ Flashlight Interactive
  28. 28. 28© L2 2010 5 1 CRESTOR AstraZeneca 5 3 2 4 137 Gifted 12 2 LIPITOR Pfizer 4 4 2 3 124 Gifted 23 3 ZETIA Merck 2 4 2 3 106 Average 26 4 VYTORIN Merck 2 4 2 3 103 Average 32 5 PLAVIX Bristol-Myers Squibb and Sanofi-Aventis 1 4 2 3 94 Average 36 6 LOVAZA GlaxoSmithKline 4 0 1 1 88 Challenged 44 7 LESCOL XL Schering-Plough and GlaxoSmithKline 1 1 2 0 66 Feeble 45 11 TRILIPIX Abbott 0 0 0 2 63 Feeble 46 8 CADUET Pfizer 1 1 1 0 63 Feeble 47 10 NIASPAN Abbott 0 0 0 1 61 Feeble 49 9 TOPROL-XL AstraZeneca 0 1 0 2 60 Feeble OVERALL RANKCATEGORY RANK DRUG PARENT PLATFORM OFF-PLATFORMSEO SOCIAL M EDIADIGITAL IQ CLASS 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 online category efforts with interac- tive, brand-enhancing sites that substantially outperform peers in the space. Although 82% of Cardiology brands engage in paid search, aver- age traffic to branded sites was 27% below the study average, and not one cardiovascular brand has established a beachhead in social media. Toprol- XL is the only brand with web 2.0 presence: a video on AstraZeneca’s YouTube Channel. More than 60% of sites offer discounts for new prescrip- tions and more than half offer savings for current users. Although every Cardiology brand engages in email marketing, brand sites were the least likely among all categories to offer compliance tools such as Crestor’s cholesterol tracker and Lovaza’s email, text, and voicemail reminders. In addition to site efforts, most differentiation in 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 shine in the space. >> 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 << CARDIOLOGY CARDIOLOGY TRILIPIX TOPROL-XL NIASPAN CADUET LESCOL XL PLAVIX VYTORIN LOVAZA ZETIA LIPITOR CRESTOR SITE CONTENT BY BRAND Enhance Brand Building Community Conversion Disease Education
  29. 29. 29© L2 2010 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. << CARDIOLOGY
  30. 30. 30© L2 2010 >> Niaspan’s site offers a dedicated customer service phone number available 24/7. << CARDIOLOGY LESCOL XLTOPROL-XLCADUETLOVAZANIASPANTRILIPIXCRESTORPLAVIXLIPITORZETIAVYTORIN MISSED OPPORTUNITY 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.” KRISTIN GOELZ Flashlight Interactive COMPARATIVE TRAFFIC Relative Site Traffic Among Cardiology Brands Paid Search No Paid Search RELATIVESITETRAFFIC
  31. 31. 31© L2 2010 >> Lescol XL’s site offers phone, mail, and email contact information, with a promise to return email messages within 24 hours. << CARDIOLOGY 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. COMPARATIVE BRAND BUZZ Relative Volume & Sentiment of Commentary on Blogs +7 +6 +5 +4 +3 +2 +1 0 -1 -2 -3 -4 -5 -6 -7 TOPROL-XL LOVAZA LESCOL XL PLAVIX VYTORIN ZETIA CRESTOR NIASPAN CADUET LIPITOR TRILIPIX Positive Neutral RELATIVE VOLUME Negative RELATIVESENTIMENT BRANDED SOCIAL MEDIA PRESENCE Caduet - - - Crestor - - - Lescol XL - - - Lipitor - - - Lovaza - - - Niaspan - - - Plavix - - - Vytorin - - - Zetia - - - Toprol-XL - - •Trilipix - - -
  32. 32. 32© L2 2010 2 1 NEXIUM AstraZeneca 5 3 3 5 143 Genius 19 2 KAPIDEX Takeda 3 5 3 0 110 Gifted 29 3 ACIPHEX Elsai & Ortho- McNeil-Janssen (PriCara) 3 0 4 2 98 Average OVERALL RANKCATEGORY RANK DRUG PARENT PLATFORM OFF-PLATFORMSEO SOCIAL M EDIADIGITAL IQ CLASS Genius Nexium leads the small but relatively strong Gastrointestinal category. AstraZeneca’s purple pill stood out as an industry leader with the top- trafficked site and is the only brand with both a Twitter and Facebook presence, the latter offering an inter- active poll and links to coupons. The Nexium site possesses an intuitive user interface and practi- cal lifestyle tools for managing diet, exercise, and sleep. The brand also has a prominent advertising pres- ence on healthcare portals including WebMD and Everyday Health. Takeda’s Kapidex leads category online advertising efforts, with spon- sored editorial and video content on WebMD. Along with Aciphex, Kapidex offers email communica- tion; however, limited online adver- tising and a flat brand site prevents Kapidex from keeping up with digitally adept gastrointestinal peers. All brands in the category participate in paid search. >> Aciphex leads Gastrointestinal brands in mentions on blogs and online comments. << GASTROINTESTINAL GASTROINTESTINAL 0 3 6 9 12 15 KAPIDEX ACIPHEX NEXIUM SITE CONTENT BY BRAND Enhance Brand Building Community Conversion Disease Education 0 10 20 30 40 50 60 ACIPHEXKAPIDEXNEXIUM COMPARATIVE TRAFFIC Relative Site Traffic Among Gastrointestinal Brands Paid Search No Paid Search RELATIVESITETRAFFIC
  33. 33. 33© L2 2010 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. << GASTROINTESTINAL
  34. 34. 34© L2 2010 >> Nexium is the only brand in this category with an unbranded disease education site with a separate URL: www.gerd.com. << GASTROINTESTINAL 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. COMPARATIVE BRAND BUZZ Relative Volume & Sentiment of Commentary on Blogs +7 +6 +5 +4 +3 +2 +1 -1 -2 -3 -4 -5 -6 -7 -8 -9 -10 0 ACIPHEX NEXIUM KAPIDEX Positive Neutral RELATIVE VOLUME Negative RELATIVESENTIMENT BRANDED SOCIAL MEDIA PRESENCE Aciphex - - - Kapidex - - - Nexium • • -
  35. 35. 35© L2 2010 3 1 CHANTIX Pfizer 4 5 4 3 140 Genius 10 2 LUNESTA Sepracor 3 5 3 5 126 Gifted 15 3 AMBIEN CR Sanofi-Aventis 4 2 5 4 118 Gifted OVERALL RANKCATEGORY RANK DRUG PARENT PLATFORM OFF-PLATFORMSEO SOCIAL M EDIADIGITAL IQ CLASS 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, Chantix, earns a spot in the Genius ranks boasting an intuitive, customer- oriented site and a sponsored re- source center on WebMD. Lunesta takes home the digital crown among sleep aids, with a YouTube channel featuring patient success stories. The Sepracor brand also scores points for effective email marketing and digital advertising on health portals. Although Ambien CR finished below its sleep-aid rival, its site is a delight, with playful videos that explore the embarrassing outcomes of sleep de- privation. The brand site also features polls that allow users to compare their sleep habits with those of the local and national population, and interactive sleep trackers. >> All Neurology brands engage in paid search. << RELATIVESITETRAFFIC NEUROLOGY NEUROLOGY 0 3 6 9 12 15 LUNESTA CHANTIX AMBIEN CR SITE CONTENT BY BRAND Enhance Brand Building Community Conversion Disease Education 0 10 20 30 40 50 60 70 80 AMBIEN CRLUNESTACHANTIX COMPARATIVE TRAFFIC Relative Site Traffic Among Neurology Brands Paid Search No Paid Search
  36. 36. 36© L2 2010 FLASH OF GENIUS KRISTIN GOELZ Flashlight InteractiveCHANTIX: Online Advertising 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, Proven Strategies to Quit Smoking When You’re Ready to Get Serious, 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. << NEUROLOGY
  37. 37. 37© L2 2010 >> All Neurology brands offer compliance tools on their branded sites. Ambien CR’s site receives more than twice as much traffic as Lunesta’s. << NEUROLOGY 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. COMPARATIVE BRAND BUZZ Relative Volume & Sentiment of Commentary on Blogs +7 +6 +5 +4 +3 +2 +1 -1 -2 -3 -4 -5 -6 -7 0 AMBIEN CR CHANTIX LUNESTA Positive Neutral RELATIVE VOLUME Negative RELATIVESENTIMENT BRANDED SOCIAL MEDIA PRESENCE Ambien CR - - •Chantix - - - Lunesta - - •
  38. 38. 38© L2 2010 11 1 SEROQUEL AstraZeneca 4 4 3 4 124 Gifted 16 2 CYMBALTA Lilly 1 5 4 3 113 Gifted 17 3 ABILIFY Bristol-Myers Squibb 3 2 5 3 111 Gifted 42 4 PRISTIQ Pfizer 0 4 0 1 71 Challenged OVERALL RANKCATEGORY RANK DRUG PARENT PLATFORM OFF-PLATFORMSEO SOCIAL M EDIADIGITAL IQ CLASS 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 email marketing programs. Annual traffic growth to branded Psychiatry sites tops 130%—second only to Urology in this study—driven largely by triple-digit growth to Abilify and Cymbalta’s sites. All brands participate in paid search except for Pristiq. Not one brand in the category has an official social media presence, however Psychiatry brands are popular conversation topics in the blogosphere. Category leader Seroquel is the only brand with net positive attention, largely be- cause of recent legal liability victories. Sites in the category vary greatly, from Seroquel’s easy-to-navigate, tech-savvy platform with strong education and community content to Pristiq’s dated efforts overwhelmed by repurposed TV content. Overall, education information and conver- sion tools are weak across the category. Abilify’s site offers various tools intended to prompt doctor discussion, including a Depression Inventory questionnaire, Doctor Discussion guide, and side effects checklist. >> Seroquel and Cymbalta are the only Psychiatry brands with unbranded disease education sites. << PSYCHIATRY PSYCHIATRY 0 3 6 9 12 15 PRISTIQ CYMBALTA SEROQUEL ABILIFY SITE CONTENT BY BRAND Enhance Brand Building Community Conversion Disease Education SPOTLIGHT ON SOCIAL MEDIA None of the Psychiatry brands currently participate in social media. Cymbalta, Abilify, and Seroquel all earn high blog buzz scores with content ranging from brand news and discussions of efficacy to side effects and compliance.
  39. 39. 39© L2 2010 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. << RELATIVESITETRAFFIC PSYCHIATRY COMPARATIVE TRAFFIC Relative Site Traffic Among Psychiatry Brands 0 10 20 30 40 50 60 70 80 PRISTIQCYMBALTA SEROQUELABILIFY Paid Search No Paid Search
  40. 40. 40© L2 2010 >> Pristiq’s “A New Day” program offers emails and content-by-mail to support drug compliance. << PSYCHIATRY COMPARATIVE BRAND BUZZ Relative Volume & Sentiment of Commentary on Blogs +7 +6 +5 +4 +3 +2 +1 -1 -2 -3 -4 -5 -6 -7 0 CYMBALTA ABILIFY SEROQUEL PRISTIQ Positive Neutral RELATIVE VOLUME Negative RELATIVESENTIMENT BRANDED SOCIAL MEDIA PRESENCE Abilify - - - Cymbalta - - - Pristiq - - - Seroquel - - -
  41. 41. 41© L2 2010 17 1 ORENCIA Bristol-Myers Squibb 3 4 2 1 111 Gifted 20 2 SYNVISC Genzyme 4 2 3 2 107 Average 27 3 CELEBREX Pfizer 2 3 2 4 100 Average 30 4 RITUXAN Biogen and Genetech 3 2 1 1 94 Average 31 5 HUMIRA Abbott 3 1 2 1 93 Average 32 6 ENBREL Amgen and Wyeth 2 3 2 2 92 Average 40 7 LYRICA Pfizer 1 3 3 2 84 Challenged OVERALL RANKCATEGORY RANK DRUG PARENT PLATFORM OFF-PLATFORMSEO SOCIAL M EDIADIGITAL IQ CLASS Rheumatology brand efforts are functional yet predictable and stifled by limited risk-taking. Bristol-Myers Squibbs’ Orencia tops the rankings, scoring IQ points from its advertising presence on WebMD and Everyday Health and its email marketing initiatives. Celebrex, En- brel, and Lyrica also boast a strong advertising presence on health portals. Lyrica, which received multi- indication approval for fibromyalgia in 2007, takes a hit for its site, which is difficult to navigate and fails to 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 patient and the brand. >> Lyrica leads all Rheumatology brands in traffic, with more than 165,000 unique visitors per month. << RHEUMATOLOGY RHEUMATOLOGY 0 3 6 9 12 15 LYRICA HUMIRA CELEBREX ENBREL RITUXAN ORENCIA SYNVISC SITE CONTENT BY BRAND Enhance Brand Building Community Conversion Disease Education SPOTLIGHT ON SOCIAL MEDIA No Rheumatology brands participate in social media. Celebrex leads the category in mentions on online blogs and commenting and is sixth overall among all brands in the study.
  42. 42. 42© L2 2010 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. << RHEUMATOLOGY COMPARATIVE TRAFFIC Relative Site Traffic Among Rheumatology Brands 0 10 20 30 40 50 RITUXANHUMIRASYNVISC ORENCIAENBRELCELEBREXLYRICA Paid Search No Paid Search RELATIVESITETRAFFIC
  43. 43. 43© L2 2010 >> 85% of Rheumatology brands offer email marketing programs; 65% of which include clear calls to action in email. << RHEUMATOLOGY MISSED OPPORTUNITY LYRICA 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. KRISTIN GOELZ Flashlight Interactive COMPARATIVE BRAND BUZZ Relative Volume & Sentiment of Commentary on Blogs +7 +6 +5 +4 +3 +2 +1 -1 -2 -3 -4 -5 -6 -7 0 CELEBREX ENBREL LYRICA HUMIRA ORENCIA SYNVISC RITUXAN Positive Neutral RELATIVE VOLUME Negative RELATIVESENTIMENT BRANDED SOCIAL MEDIA PRESENCE Celebrex - - - Enbrel - - - Humira - - - Lyrica - - - Orencia - - - Rituxan - - - Synvisc - - -
  44. 44. 44© L2 2010 1 1 VIAGRA Pfizer 5 4 5 4 149 Genius 12 2 LEVITRA Novartis 2 4 3 5 121 Gifted 27 3 CIALIS Eli Lilly 1 3 4 4 100 Average 32 4 ANDROGEL Solvay 4 2 1 0 92 Average 37 5 AVODART GlaxoSmithKline 1 1 3 3 86 Challenged 42 6 FLOMAX Astellas and Boehringer Ingelheim 1 1 1 3 71 Challenged OVERALL RANKCATEGORY RANK DRUG PARENT PLATFORM OFF-PLATFORMSEO SOCIAL M EDIADIGITAL IQ CLASS Digital aptitude varies significantly across the heavily marketed Urology category. Most brand sites introduce con- version tools to facilitate initial patient-doctor discussion but place little emphasis on community. The category has a significant presence on top consumer health portals, and many brands, not surprisingly, generate a disproportionate amount of buzz on pharmaceutical blogs. 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 spot among the Gifted ranks. Cialis scores well in blog mentions and search engine strength, but its text-heavy site lacks strong branding beyond the home page. AndroGel’s otherwise underwhelming digital footprint is buttressed by a strong disease education site that supple- ments its Is It LowT? campaign. Challenged brands Avodart and Flomax struggle to overcome their outdated sites. >> Viagra’s site was second only to Nexium’s in unique page visitors. << UROLOGY UROLOGY 0 5 10 15 20 FLOMAX AVODART CIALIS LEVITRA ANDROGEL VIAGRA SITE CONTENT BY BRAND Enhance Brand Building Community Conversion Disease Education
  45. 45. 45© L2 2010 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. << UROLOGY COMPARATIVE TRAFFIC Relative Site Traffic Among Urology Brands 0 10 20 30 40 50 60 70 80 ANDROGELFLOMAXAVODARTLEVITRACIALISVIAGRA Paid Search No Paid Search RELATIVESITETRAFFIC
  46. 46. 46© L2 2010 >> Cialis, Viagra, and Levitra are the top three brands generating blog postings and comments in the study. << UROLOGY SPOTLIGHT ON SOCIAL MEDIA LEVITRA: In Bed Campaign Buzz on blogs is a categorywide strength for Urology brands, but Levitra’s multichannel In Bed 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. COMPARATIVE BRAND BUZZ Relative Volume & Sentiment of Commentary on Blogs +7 +6 +5 +4 +3 +2 +1 -1 -2 -3 -4 -5 -6 -7 0 CIALIS VIAGRALEVITRA FLOMAX AVODART ANDROGEL Positive Neutral RELATIVE VOLUME Negative RELATIVESENTIMENT BRANDED SOCIAL MEDIA PRESENCE AndroGel - - - Avodart • - - Cialis - - - Flomax - - - Levitra - - •Viagra - - -
  47. 47. 47 WOMEN’S HEALTH WOMEN’S HEALTH© L2 2010 4 1 ORTHO TRI-CYCLEN LO Ortho-McNeil Janssen 5 4 4 4 137 Gifted 6 2 GARDASIL Merck 5 1 5 5 131 Gifted 6 2 YAZ Bayer 4 3 3 5 131 Gifted 8 4 NUVARING Merck 3 5 5 1 130 Gifted 14 5 SEASONIQUE Teva (through Duramed) 4 5 4 0 120 Gifted 24 6 PLAN B Teva (through Duramed) 2 1 4 4 102 Average 32 7 MIRENA Bayer 2 0 5 2 92 Average OVERALL RANKCATEGORY RANK DRUG PARENT PLATFORM OFF-PLATFORMSEO SOCIAL M EDIADIGITAL IQ CLASS 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 brand sites have recorded average annual traffic growth of nearly 60%. Brand sites are interactive and focus on patient compliance, with many offering downloadable applications and widgets, desktop tools, and text message and email reminders. The category has made the most ambitious foray into branded social media, with Ortho Tri-Cylen Lo, Yaz, 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 marketing. Other notable innovation includes NuvaRing’s brand-spon- sored station on music site Pandora and Seasonique’s interactive “Plan Your Period” calendar that integrates with Microsoft Outlook. Despite strong site traffic, Mirena finishes at the bottom of the pack, because of limited site interactivity, poor technology incorporation, and minimal online advertising beyond search. >> 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. << 0 5 10 15 20 PLAN B MIRENA NUVARING SEASONIQUE YAZ ORTHO TRI-CYCLEN LO GARDASIL SITE CONTENT BY BRAND Enhance Brand Building Community Conversion Disease Education
  48. 48. 48© L2 2010 FLASH OF GENIUS KRISTIN GOELZ Flashlight InteractiveGARDASIL.COM 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. 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. << ORTHO TRI-CYCLEN LO: ThePill.com WOMEN’S HEALTH COMPARATIVE TRAFFIC Relative Site Traffic Among Women’s Health Brands 0 5 10 15 20 25 30 35 40 YAZORTHO TRI-CYCLEN LO GARDASIL SEASONIQUEPLAN BMIRENANUVARING Paid Search No Paid Search RELATIVESITETRAFFIC
  49. 49. 49© L2 2010 >> NuvaRing and Gardasil top category SEO efforts with aggressive paid search campaigns and strong visibility. << WOMEN’S HEALTH 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. COMPARATIVE BRAND BUZZ Relative Volume & Sentiment of Commentary on Blogs +14 +12 +10 +8 +20 +18 +24 +22 +16 +6 +4 +2 -2 -4 -6 -8 -10 0 YAZ PLAN B GARDASIL NUVARING MIRENA SEASONIQUE ORTHO TRI-CYCLEN Positive Neutral RELATIVE VOLUME Negative RELATIVESENTIMENT BRANDED SOCIAL MEDIA PRESENCE Gardasil • - - Mirena - - - NuvaRing - - - Ortho Tri-Cyclen Lo • - •Plan B - • - Seasonique - - - Yaz - • •
  50. 50. 25© L2 2010 TEAM SCOTT GALLOWAY Author, Digital IQ Index, and Founder, L2 (LuxuryLab) Scott is the founder of L2, a think tank for prestige brands, and a Clinical Associate Professor at the NYU Stern School of Busi- 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. consumer and media companies and in 1997, he founded Red Envelope, an Internet-based branded consumer gift retailer (2007 revenues: $100 million). In 1992, he started Prophet, a brand strategy consultancy with more than 100 professionals in the United States, Europe and Asia. Scott was elected to the World Economic Forum’s “Global Leaders of Tomorrow,” which recognizes 100 individuals under the age of 40 “whose accom- plishments have had an impact on a global level.” Scott serves on the boards of directors of Eddie Bauer (Nasdaq: EBHI), The New York Times Company (NYSE: NYT), eco-America, and Berkeley’s Haas School of Business. He received a BA from UCLA and an MBA from UC Berkeley. MAUREEN MULLEN Lead Researcher Maureen began her career at Triage Consulting Group in San Francisco. At Triage, she led several managed-care payment review and payment benchmarking projects for hospitals, including the UCLA Medical Center, UCSF, and HCA. She has gone on to lead research and consulting efforts on digital media, private banking M&A, insurance industry risk manage- ment, and renewable energy economics for professional firms and academic institutions. Maureen has a BA in human biol- ogy from Stanford University and an MBA from NYU Stern. KATHRYN DURYEA Lead Researcher Kathryn’s work experience spans the government, think tank, and e-commerce sectors. She began her career in Wash- ington, D.C., first in then Vice President Cheney’s office in the White House and later in Lynne Cheney’s office at the American Enterprise Institute, where she managed publishing, communications, and philanthropic projects. She also worked in e-commerce and online marketing at Bare Escentuals, Inc. Kathryn received a BS in foreign service from Georgetown University and an MBA from Stanford University. CHRISTINE PATTON Creative Director Christine is a brand and marketing consultant with more than 15 years of experience creating brand identities and marketing com- munications for aspirational and luxury brands. She began her career at Cosí, where she developed the brand and oversaw its evolution from concept through growth to 100 restaurants. Since then she has provided creative direction for a wide array of cli- ents, including the launch of Kidville and CosmoGIRL! magazine. Most recently, she led Creative Services at ELLE during the most successful years of the magazine’s history, developing innovative integrated marketing programs for advertisers. Christine received a BA in economics and journalism from the University of Con- necticut and an MBA from NYU Stern. JARED GOLDSTEIN Researcher Jared has spent his career in the consulting and financial services fields. Most recently he worked for Agile Equity LLC, a New York-based boutique investment bank providing merger and acquisition advisory services to clients in the Healthcare and Digital Media sectors. Previously, Jared worked for JPM- organ Chase & Co., where he collaborated with a small team to re-open the firm’s private banking division in Boston and 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 as Thomson Financial First Call) and crafted communications strategy while with Corrigan Communications, a Boston-area political consulting firm. Jared holds a BA from Emory Univer- sity and an MBA from the NYU Stern School of Business. TEAM 50
  51. 51. 26TEAM STEPHEN SHARMA Researcher Stephen’s career began at the UCD Michael Smurfit Graduate Business School in Europe where he assisted in the profession- al development of marketing students and managed marketing related projects ranging from research to economic impact studies. Stephen’s career has crossed the public, green, and pharmaceutical sectors, as well as global telecommunications, where as strategy consultant to the Vodafone Global Brand Team, he consulted on the development of a pan-European business social networking concept. Stephen received a BComm from the National University of Ireland and earned an MSC in marketing practice and an MBA from UCD Michael Smurfit after completing his MBA studies at NYU Stern, achiev- ing first class honors at both. PETER GOLDER Professor of Marketing, Tuck School of Business at Dartmouth Peter Golder joined the Tuck School in 2009 as Professor of Marketing. Previously, he was Professor of Marketing, George and Edythe Heyman Faculty Fellow, and marketing department doctoral program coordinator at New York University’s Stern School of Busi- ness. He has also held one-year faculty appointments at UCLA and Peking University’s Guanghua School of Management. Peter’s research focuses on innovation and global marketing strategy. He is the co-author of Will and Vision: How Latecom- ers Grow to Dominate Markets, which won the Berry Book prize as the best book in marketing and was also selected as one of the Top Ten Books of the Year by Harvard Business Review. His research has won five best-paper awards and been featured several times in The Wall Street Journal, as well as in The Financial Times, The Economist, Advertising Age, and many other publications. His research was recognized with the first Award for Early Career Contributions to Marketing Strategy research. He has appeared on CBS, CNN, and the Nightly Business Report to comment on business news stories. 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 PHARMA DIGITAL IQ ADVISORS 51 KRISSY GOELZ Co-Director, Flashlight Interactive Krissy Goelz is the co-director of Flashlight Interactive, the digital division of Flashpoint Media, a full-service advertising agency for pharmaceutical and biotech companies. Krissy leads development of digital programs for such clients as Ge- nentech, Pfizer, Endo, and Johnson & Johnson. Before launching Flashlight Interactive, Krissy was the lead cli- ent services manager for SciMedMedia, a technology company specializing in unique interactive medical education programs that combined the latest technologies with more traditional forms of communication. Krissy began her career as a core member of the New Product Development Division at Ac- cel Healthcare, which later became Corbett Accel Healthcare Group, and was responsible for developing strategically target web-based programs for its pharmaceutical and biotech clients. SCOTT HAGEDORN U.S. CEO, PHD Media Scott runs PHD Media in the U.S., and is responsible for nearly $4 billion in client media investments annually (as reported by RECMA). He provides strategic vision and leadership across PHD’s five regional U.S. offices. Scott brings experience work- ing with major accounts in addition to a highly successful and superior new-business track record. In his 14 years in marketing, Scott has excelled as a digital expert, brand planner, marketing strategist, direct response guru, and entrepreneur. Before joining PHD, Scott worked as the managing director of OMD East, a role that was redefined with a stronger focus on digital and analytics. During his tenure, OMD was named Global Media Agency of the Year and won top awards for digital creativity. Scott was responsible for the Eli Lilly and Schering-Plough businesses at OMD. Scott also worked as the U.S. Director of OMD Digital, super- vising all digital efforts at OMD Digital’s offices in New York, Chicago, Los Angeles, and San Francisco. Before joining OMD, he was the chief interactive officer of Omnicom direct agency Rapp Worldwide, whose clients included Merck and Novartis. Scott was named to Crain’s 40 Under 40 list in 2008. He is happy to report that he is still under 40.
  52. 52. A Think Tank for Prestige Brands 821 Broadway, 2nd Floor New York, NY 10003 W: L2ThinkTank.com E: info@L2ThinkTank.com P: 415.699.0690 PHD Media, an Omnicom Media Group company For more information about PHD, contact: E: infoUS@phdnetwork.com

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