Pharma and Healthcare Marketing for Digital Media - Rahul Avasthy

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© 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
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© 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

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© 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

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

Rank Brand Parent Disease State IQ Label Description
41 OMNARIS Sepracor Asthma & Allergy 82 Challenged Robust SEO
42 FLOMAX Astellas Pharma and
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© 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
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

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

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

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© 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

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
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© 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
presence on Everyday Health
presence on About.com Health
• All Psychiatry and Rheumatology
brands were visible on top health
portals
www.webmd.com
www.qualityhealth.com
FINDINGS

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© 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© 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
• 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
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
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
a presence on Twitter, with an
average growth in followers of
31% from February to March
2010
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-

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© 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© 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© 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
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© 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© 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© 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
Enhance Brand
Building Community
Conversion
Disease Education

29© L2 2010
FLASH OF GENIUS
KRISTIN GOELZ
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© 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
COMPARATIVE TRAFFIC
Relative Site Traffic Among Cardiology Brands
Paid Search
No Paid Search
RELATIVESITETRAFFIC

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.
+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
PRESENCE
Caduet - - -
Crestor - - -
Lescol XL - - -
Lipitor - - -
Lovaza - - -
Niaspan - - -
Plavix - - -
Vytorin - - -
Zetia - - -
Toprol-XL - -
•Trilipix - - -

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
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© 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© L2 2010
>> Nexium is the only brand in this category with an unbranded disease education site
with a separate URL: www.gerd.com. <<
GASTROINTESTINAL
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.
+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
PRESENCE
Aciphex - - -
Kapidex - - -
Nexium
•
• -

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
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© 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© 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
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.
+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
PRESENCE
Ambien CR - -
•Chantix - - -
Lunesta - -
•

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
Enhance Brand
Building Community
Conversion
Disease Education
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© 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© L2 2010
>> Pristiq’s “A New Day” program offers emails and content-by-mail to support drug compliance. <<
PSYCHIATRY
+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
PRESENCE
Abilify - - -
Cymbalta - - -
Pristiq - - -
Seroquel - - -

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
Enhance Brand
Building Community
Conversion
Disease Education
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© 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© 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
+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
PRESENCE
Celebrex - - -
Enbrel - - -
Humira - - -
Lyrica - - -
Orencia - - -
Rituxan - - -
Synvisc - - -

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
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
Enhance Brand
Building Community
Conversion
Disease Education

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© L2 2010
>> Cialis, Viagra, and Levitra are the top three brands generating blog postings and comments in the study. <<
UROLOGY
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.
+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
PRESENCE
AndroGel - - -
Avodart
• - -
Cialis - - -
Flomax - - -
Levitra - -
•Viagra - - -

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
Enhance Brand
Building Community
Conversion
Disease Education

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© L2 2010
>> NuvaRing and Gardasil top category SEO efforts with aggressive paid search campaigns and strong visibility. <<
WOMEN’S HEALTH
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.
+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
PRESENCE
Gardasil
• - -
Mirena - - -
NuvaRing - - -
Ortho
Tri-Cyclen Lo
• -
•Plan B -
• -
Seasonique - - -
Yaz -
•
•

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

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.

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

Pharma and Healthcare Marketing for Digital Media - Rahul Avasthy

Recommended

Recommended

More Related Content

What's hot

What's hot (19)

Viewers also liked

Viewers also liked (11)

Similar to Pharma and Healthcare Marketing for Digital Media - Rahul Avasthy

Similar to Pharma and Healthcare Marketing for Digital Media - Rahul Avasthy (20)

More from Rahul Avasthy

More from Rahul Avasthy (13)

Recently uploaded

Recently uploaded (20)

Pharma and Healthcare Marketing for Digital Media - Rahul Avasthy