The document discusses the importance of online marketing for pharmaceutical companies in Latin America, highlighting that 95% of the top 20 companies utilize social media platforms. It outlines key actions for effective online marketing including research, publishing, and engaging with users. The text emphasizes the critical role of search engine marketing, social media, and e-public relations in distributing content and driving user interaction.

1. Farma Marketing & Online Marketing Latinoamérica 2010 Jorge Herrera Rojas | Business Technology Director | Pfizer Digital Marketing Content distribution online

2. Farma Marketing & Online Marketing Latinoamérica 2010 Jorge Herrera Rojas | Business Technology Director | Pfizer 95% of the top 20 pharmaceutical companies have a presence on at least one type of social media platform (Twitter, YouTube, Facebook or brand-sponsored patient communities) First World 01 - 2010

3. Farma Marketing & Online Marketing Latinoamérica 2010 Jorge Herrera Rojas | Business Technology Director | Pfizer +/- 9% of the top Pharma Twitter followers are physicians First World 01 - 2010

4. Farma Marketing & Online Marketing Latinoamérica 2010 Jorge Herrera Rojas | Business Technology Director | Pfizer PHARMA COMPANIES ON TWITTER

5. PROCESS OVERVIEW DEFINE ACTIONS IDENTIFY CHALLENGES PRODUCE DISTRIBUTE CONTENT DISTRIBUTION Nowadays our voice competes not only with offline professional publishers but thousands of online professionals and social media All process are key Each step is key to ensure effectiveness Farma Marketing & Online Marketing Latinoamérica 2010 Jorge Herrera Rojas | Business Technology Director | Pfizer

6. IDENTIFY CHALLENGES INTEREST EVALUATION COMMITMENT AWARENESS BUSINESS GOALS Farma Marketing & Online Marketing Latinoamérica 2010 Jorge Herrera Rojas | Business Technology Director | Pfizer

7. There are 3 main online activities DEFINE ACTIONS RESEARCH, PUBLISH OR INTERACT All users, brands and other users use the web for these main 3 activities Bring current and new customer services process and hear your clients INTERACT (ENGAGE) Farma Marketing & Online Marketing Latinoamérica 2010 Jorge Herrera Rojas | Business Technology Director | Pfizer The principal reason why Google is the #1 web site on the planet RESEARCH (LISTEN) The web 2.0 revolution PUBLISH (COMMUNICATE)

8. UTILITY USABILITY LIKENESS Any brand related action should cover these 3 drivers . PRODUCE Farma Marketing & Online Marketing Latinoamérica 2010 Jorge Herrera Rojas | Business Technology Director | Pfizer

9. E-PR SEM /SEO AFFILIATE ONLINE ADS SOCIAL MEDIA AFFILIATE How to partner with publishers to drive users to our message SEM / SEO A must to do tactic . SOCIAL MEDIA Key for personal contact E-PUBLIC RELATIONS Key to expand your message across multiple sites ONLINE ADVERTISING Display advertising Either contextual, e-mail or behavioral is a good alternative to drive traffic fast DISTRIBUTE Farma Marketing & Online Marketing Latinoamérica 2010 Jorge Herrera Rojas | Business Technology Director | Pfizer

10. Farma Marketing & Online Marketing Latinoamérica 2010 Jorge Herrera Rojas | Business Technology Director | Pfizer RECORDED VIDEO DETAILING THROUGH PARTNERS

11. Farma Marketing & Online Marketing Latinoamérica 2010 Jorge Herrera Rojas | Business Technology Director | Pfizer LEVERAGE GLOBAL RESOURCES

12. Farma Marketing & Online Marketing Latinoamérica 2010 Jorge Herrera Rojas | Business Technology Director | Pfizer ADJUSTING THE EXPERIENCE

13. Farma Marketing & Online Marketing Latinoamérica 2010 Jorge Herrera Rojas | Business Technology Director | Pfizer DISTRIBUTING ACROSS MEDICAL NETWORKS

14. Farma Marketing & Online Marketing Latinoamérica 2010 Jorge Herrera Rojas | Business Technology Director | Pfizer Gracias Jorge A. Herrera Rojas Follow me @gzones1974 [email_address]