L2 Digital IQ Index: Pharma & Healthcare Providers (2011) by L2

SCO T T G A L LO W AY NYU Stern

Pharma & Healthcare

Providers APRIL 18, 2011

A Think Tank for DIGITAL INNOVATION

Digital IQ Index ®:

Pharma & Healthcare Providers

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IN T R O D U C T I O N

Somebody Call a Doctor The pharmaceutical industry is disconnected regarding digital marketing to physicians. The industry spends an estimated $27 billion marketing to doctors and other healthcare professionals (HCPs).1 However, while physician time spent on the internet for clinical practice has quadrupled since 2002, less than one percent of HCP marketing spend is allocated to digital channels.2 The explosion in clinical use of smartphones and other portable devices has led to even greater imbalance. Even as doctors increasingly turn to digital, the majority of pharma dollars continue to flow to the industry’s increasingly constrained and extraordinarily expensive sales forces.

Marketing Malpractice Most brands rely on static product sites that limit engagement. Of the 70 brands in the Index, 61 percent are characterized as Challenged or Feeble. Although four in five physicians use search engines to locate prescription drug information,3 more than 90 percent of brands fail to purchase against physician-

savvy physician. Mobile platform, Epocrates, physician-only social networking platform, Sermo, and Web MD’s professional off-shoot, Medscape, have all achieved significant penetration in the physician community, and require pharma brands to pay to access their audience.

specific search terms. While three quarters of physicians own a

Digital Penicillin

smartphone, 90 percent of the brands have no mobile presence.

Traditionally, drug companies have relied on their sales representatives—and often a catered lunch—to reach doctors and

The New Gray’s Anatomy While pharma companies have been staring at their navels, third-party platforms have emerged to cater to the digitally1. Cegedim Strategic Data, provided to eMarketer, August 24, 2010. (HCP Promo tion = Sales Rep Detailing + Sampling) 2. Ibid 3. “Connecting with Physicians Online—Searching for Answers,” Google and Hall & Partners. Presentation, November 2009. © L2 2011 L2ThinkTank.com

shower them with samples. For pharma, digital provides an opportunity to disrupt this stale sales channel and generate cost savings and efficiencies. For physicians, digital provides the convenience of accessing scientific, technical, and medical information on-demand and on their own schedule. However, for what appears to be a win-win, investment and adoption to date by pharmaceutical brands has been limited.

Digital IQ Index ®:

Pharma & Healthcare Providers IN T R O D U C T I O N

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TA B L E O F C O N T E N T S

Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

About the Rankings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

ing and developing a competence is an actionable metric.

Digital IQ Ranking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

This study attempts to quantify the digital competence of 70

Key Findings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Digital IQ = Shareholder Value Our thesis is that digital competence is inextricably linked to shareholder value in the pharmaceutical industry. Key to manag-

U.S. pharmaceutical brands across ten disease states and their efforts in using digital platfoms to reach HCPs. Our aim is to

• Life Support . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 • The Future of E-Dailing? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

provide a robust tool to diagnose digital strengths and weak-

• The Tallest Midget . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

nesses and help brands achieve greater return on incremental

• DTC vs. HCP? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

investment.

• Innovation Silos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 • Dominant Diabetes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

Like the medium we are assessing, our methodology is dynamic,

• Where the Doctors Are . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

and we hope you will reach out to us with comments that im-

• Medscape Microsites . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

prove our approach, investigation, and findings. You can contact

• In Search of Search . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17

me at scott@stern.nyu.edu.

• Going Organic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 • Diabetes Domain . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

Sincerely,

• Unbranded, Unlanded . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 • The New Stethoscope . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

Scott Galloway Founder, L2 Clinical Professor of Marketing, NYU Stern

• Epocrates Adoption . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 • The Network Effect . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 • Empty Inbox . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24

Flash of Genius . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

• Symbicort . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 • Medversation.com & Rethinkinsulin.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26 • Concerta . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 • Lipitor . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28 • Novo Nordisk . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 • Eli Lilly . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30 • Sanofi-Aventis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31 • Merck . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32

Team . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . © L2 2011 L2ThinkTank.com

Digital IQ Index ®:

Pharma & Healthcare Providers

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A B O U T T H E R A NKIN G S C AT E G O R I E S

140+ Genius Digital competence is a point of competitive differentiation for these brands. Physician sites are informative, educational, and interactive. These brands have creatively engineered their messaging to reach HCPs on a variety of devices and in online environments.

110-139 Gifted Sites include functional tools developed for physicians. These brands typically advertise on popular HCP sites, are visible on top search engines, and offer email marketing.

90-109 Average Digital presence is functional yet predictable, and innovation efforts are uninspired and lack ambition. Boilerplate marketing.

70-89 Challenged These brands offer limited content online geared at physicians. Their bare-bones sites provide only basic drug information. Digital campaigns are an afterthought.

<70 Feeble These brands have largely ignored the digital phenomenon and have limited or no online presence targeted to HCPs. In many cases physician marketing is not an integral element in their strategies.

M E T H O D O LO G Y

Site - 30%: Effectiveness of brand’s physician-facing site. • Functionality & Content (80%) • Site Technology • Site Search & Navigation • Customer Service • Site Content: Prescription, Diagnosis, Research, Patient Education, and Billing & Reimbursement • Interactivity • Brand Translation (20%) • Aesthetics

Digital Marketing - 30%: Marketing efforts, off-site brand presence, and visibility on search engines. • Search (50%): SEM, SEO, Web Authority • Email (20%): Frequency, Content, Promotion • Digital Marketing Innovation (30%): Display, Retargeting, Microsites

Social Media - 20%: Brand presence and sentiment on physician-targeted social media platforms. • Sermo (70%): Mentions, Sentiment • Medscape Physician Connect (30%): Mentions, Sentiment

Mobile - 20%: Compatibility and marketing on mobile devices and platforms. • Mobile Devices (50%): Mobile Site Compatibility, Smartphone Application(s), iPad Integration • Epocrates (50%): Marketing, Utilization

Digital IQ Index ®:

Pharma & Healthcare Providers

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D I G I T A L I Q R A NKIN G Asthma & Allergy

Cardiology

Gastrointestinal Neurology

Oncology

Psychiatry Rheumatology Urology

Women’s Health

Rank Brand

Parent

Disease State

CONCERTA

Johnson & Johnson

Psychiatry

141 Genius

ADHD medication is head of the class with strong site technology and interactive elements

ABILIFY

Bristol-Myers Squibb / Otsuka America Pharmaceutical

Psychiatry

139 Gifted

Site integrates social elements, allowing physicians to rate content and share their treatment experience

SYMBICORT

AstraZeneca

Asthma & Allergy

127 Gifted

Effective interactive e-detailing has this brand breathing easy

JANUVIA

Merck

Diabetes

123 Gifted

Strong SEO puts brand on top of competitive Diabetes category

SEROQUEL XR

AstraZeneca

Psychiatry

119 Gifted

Display advertising and buzz on Sermo makes up for brand’s mediocre site platform

VICTOZA

Novo Nordisk

Diabetes

115 Gifted

Online sampling executed with the ease of e-commerce

NOVOLOG

Novo Nordisk

Diabetes

111 Gifted

Leads the mobile movement as the only brand with an HCP iPhone app

PROLIA

Amgen

Rheumatology

108 Average

Display advertising and a Medscape microsite anchor strong off-platform digital marketing efforts

NEXIUM

AstraZeneca

Gastrointestinal

107 Average

SEO strategy makes this little purple pill easy to find—brand search yields HCP site in organic and paid results

RITUXAN

Genentech / Biogen Idec

Rheumatology

107 Average

Site video details patient cases, clinical trials and the mechanism of action

PRISTIQ

Pfizer

Psychiatry

107 Average

Interactive site stands out against others on PfizerPro’s platform

LANTUS SOLOSTAR

Sanofi-Aventis

Diabetes

106 Average

Rethink Insulin microsite offers strategies for dealing with resistant patients

GEODON

Pfizer

Psychiatry

106 Average

Sponsored resource center on Epocrates app scores mobile points

VIAGRA

Pfizer

Urology

104 Average

Fan favorite makes strides in online marketing, but site fails users

ACTOS

Takeda

Diabetes

102 Average

Site is lacking, though brand is one of the top recommended on Sermo

Digital IQ® Class

Diabetes

Comments

Digital IQ Index ®:

Pharma & Healthcare Providers

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D I G I T A L I Q R A NKIN G Asthma & Allergy

Cardiology

Diabetes

Oncology

Psychiatry Rheumatology Urology

Women’s Health

Rank Brand

Parent

Disease State

LYRICA

Pfizer

Rheumatology

102 Average

Good use of multimedia; content hits e-detailing pain points

ENBREL

Amgen / Pfizer

Rheumatology

101 Average

Steps outside of the stiff PfizerPro box to deliver branded experience that utilizes video

CRESTOR

AstraZeneca

Cardiology

100 Average

Site’s formulary finder and send-to-patient capabilities are strong

LIPITOR

Pfizer

Cardiology

98 Average

Lipitor shows it still has heart as one of the few brands purchasing physicianspecific terms for its HCP site

SINGULAIR

Merck

Asthma & Allergy

96 Average

Strong disease education through videos and flash animation

PLAVIX

Bristol-Myers Squibb / Sanofi-Aventis

Cardiology

94 Average

Brand is pumped up on physician social networks, but lacks authority on search

ORTHO TRI-CYCLEN LO

Johnson & Johnson

Women’s Health

93 Average

Interactive calculators and downloadable mobile widgets show this old dog can learn new tricks

ALIMTA

Eli Lilly

Oncology

93 Average

Purchasing ads for HCP site against physician-specific search terms

GLEEVEC

Novartis

Oncology

92 Average

Brand’s lack of off-platform marketing leave it looking weak

SIMPONI

Johnson & Johnson / Centocor Ortho Biotech

Rheumatology

92 Average

Extends digital reach through Medversation, a patient/physician education site

EFFEXOR XR

Pfizer

Psychiatry

91 Average

Presence on social networks gives otherwise challenged brand a boost

ZOMETA

Novartis

Oncology

91 Average

Links to multimedia Virtual Oncology Center with webcasts and interactive case studies

ACIPHEX

Eisai / Johnson & Johnson

Gastrointestinal

89 Challenged

Unique audio podcasts advise physicians on patient and practice management

RECLAST

Novartis

Rheumatology

86 Challenged

Drug administration made easy through online infusion center finder

SPIRIVA

Pfizer / Boehringer Ingelheim

Asthma & Allergy

86 Challenged

Very basic site is buoyed slightly by strong search engine optimization

Digital IQ® Class

Gastrointestinal Neurology

Comments

Digital IQ Index ®:

Pharma & Healthcare Providers

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D I G I T A L I Q R A NKIN G Asthma & Allergy

Cardiology

Diabetes

Oncology

Psychiatry Rheumatology Urology

Women’s Health

Rank Brand

Parent

Disease State

ORENCIA

Bristol-Myers Squibb

Rheumatology

85 Challenged

Brand uses display ads and microsite to target the large Medscape audience

TARCEVA

Genentech / OSI

Oncology

85 Challenged

Brand suffers from an absence of digital marketing efforts

HERCEPTIN

Genentech

Oncology

84 Challenged

Solid search engine optimization and strong visibility are a boon

ONGLYZA

Bristol-Myers Squibb / AstraZeneca

Diabetes

84 Challenged

Lowest ranked in Diabetes category, misses opportunities with email marketing follow-up

CELEBREX

Pfizer

Rheumatology

79 Challenged

Live video conferencing with reps is this brand’s only relief

VYTORIN

Merck

Cardiology

79 Challenged

Vytorin provides access to video chat and e-sampling through Merck Product Services portal

VIMOVO

AstraZeneca

Rheumatology

77 Challenged

New to market Vimovo aggressively deploys display advertising, but limited presence on physician social networks damages IQ

ZETIA

Merck

Cardiology

74 Challenged

Offers online sampling through Merck Product Services

TOVIAZ

Pfizer

Urology

73 Challenged

Doctors have little to say about Toviaz on social networks

GARDASIL

Merck

Women’s Health

71 Challenged

Interactive ‘Your Vaccination Rate’ tool provides limited utility

ARIMIDEX

AstraZeneca

Oncology

70 Challenged

Laser focus on the brand site leaves little for HCP marketing efforts

CIALIS

Eli Lilly

Urology

70 Challenged

Brand is failing to perform with a text-heavy site that boarders on brochure-ware

ZYPREXA

Eli Lilly

Psychiatry

68 Feeble

20% of mentions on Sermo are prescription recommendations

TASIGNA

Novartis

Oncology

67 Feeble

Site is optimized for iPhone, but the feature isn’t promoted

GEMZAR

Eli Lilly

Oncology

66 Feeble

Strong e-detailing through LillyOncology.com, but little else

BENICAR

Daiichi Sankyo

Cardiology

64 Feeble

Poor search performance dulls the brand

Digital IQ® Class

Gastrointestinal Neurology

Comments

Digital IQ Index ®:

Pharma & Healthcare Providers

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D I G I T A L I Q R A NKIN G Asthma & Allergy

Cardiology

Gastrointestinal Neurology

Oncology

Psychiatry Rheumatology Urology

Women’s Health

Rank Brand

Parent

Disease State

LUNESTA

Sunovion

Neurology

62 Feeble

Brand site and the rest of the digital efforts are a snooze

FEMARA

Novartis

Oncology

62 Feeble

Brief mentions on Sermo, but few are positive

LEXAPRO

Forest

Psychiatry

59 Feeble

No HCP site, but brand generates positive endorsements on social networks, and maintains a solid Medscape infosite

ADVAIR

GlaxoSmithKline

Asthma & Allergy

57 Feeble

Site fails to breathe any life into its brand, but is heavy on safety and prescription info

OMNARIS

Sunovion

Asthma & Allergy

55 Feeble

Lacks physician-facing email marketing, but a nicely branded e-newsletter targets consumers

LOVAZA

GlaxoSmithKline

Cardiology

54 Feeble

Browsable html version of prescription information is the extent of the brand site

CHANTIX

Pfizer

Neurology

53 Feeble

ChantixLiveMeeting.com connects physicians with sales reps online

PROAIR HFA

Teva

Asthma & Allergy

49 Feeble

Demonstration video is the highlight of an otherwise modest site

AMBIEN CR

Sanofi-Aventis

Neurology

47 Feeble

Brand is sleepwalking through its digital strategy

MIRENA

Bayer

Women’s Health

45 Feeble

Uses online real estate to promote purchasing program, rather than the brand itself

TOPROL-XL

AstraZeneca

Cardiology

42 Feeble

One of the few brands whose HCP site is returned in organic search results

CYMBALTA

Eli Lilly

Psychiatry

41 Feeble

Despite no HCP site, brand still earns goodwill with doctors through social networks

SEASONIQUE

Teva

Women’s Health

41 Feeble

Simple site is all business, enabling physicians to request samples and vouchers online

DIOVAN

Novartis

Cardiology

39 Feeble

Site, like the digital strategy, appears to be a work in progress with many links asking users to check back soon

AVODART

GlaxoSmithKline

Urology

36 Feeble

Digital presence could be larger; only prescription info available is through GSKSource portal

Digital IQ® Class

Diabetes

Comments

Digital IQ Index ®:

Pharma & Healthcare Providers

Want to know more about your brand’s ranking? CONTACT US

D I G I T A L I Q R A NKIN G Asthma & Allergy

Cardiology

Gastrointestinal Neurology

Oncology

Psychiatry Rheumatology Urology

Women’s Health

Rank Brand

Parent

Disease State

TRICOR

Abbott

Cardiology

35 Feeble

The bare-bones site offers little more than patient assistance information

VYVANSE

Shire

Psychiatry

32 Feeble

Physician-focused digital efforts can’t be found

ADDERALL XR

Shire

Psychiatry

29 Feeble

ADHD medication has lost digital strategy focus

TRILIPIX

Abbott

Cardiology

29 Feeble

HCP marketing efforts aren’t at the heart of this brand

NUVARING

Merck

Women’s Health

20 Feeble

Professional site is for non-U.S. HCPs only

NASONEX

Merck

Asthma & Allergy

19 Feeble

Nasonex’s digital architecture is under construction

FLOMAX

Astellas Pharma / Boehringer Ingelheim

Urology

9 Feeble

Digital efforts expired with brand’s patent

YAZ

Bayer

Women’s Health

9 Feeble

Without an HCP site, its digital presence is wanting

LEVITRA

Bayer / GlaxoSmithKline

Urology

4 Feeble

Inspired consumer marketing doesn’t cross over — a pdf of prescribing info is all that’s available for HCPs

Digital IQ® Class

Diabetes

Comments

Digital IQ Index ®:

Pharma & Healthcare Providers

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K E Y F IN D IN G S

D I G I TA L I Q D I S P E R S I O N % of Brands per Digital IQ Class

Life Support

GENIUS

More than 60 percent of brands’ HCP digital efforts result in

Challenged or Feeble Digital IQs. This is a stark contrast to the

>140

Digital IQ Index for Pharmaceuticals released in May 2010 ®

analyzing direct-to-consumer digital efforts (31 percent Challenged and Feeble) and to the results for another marketing behemoth, the Automobile Industry (32 percent Challenged and

Digital IQ

ABILIFY

SEROQUEL XR

SYMBICORT

VICTOZA

JANUVIA

NOVOLOG

Concerta

GIFTED Digital IQ

110-140

Feeble). There is significant low-hanging fruit in the industry.

AVERAGE

Most brands are not purchasing HCP-targeted search terms,

PROLIA

CRESTOR

NEXIUM

LIPITOR

RITUXAN

SINGULAIR

PRISTIQ

PLAVIX

LANTUS SOLOSTAR

ORTHO TRICYCLEN LO

GEODON

ALIMTA

VIAGRA

GLEEVEC

ACTOS

SIMPONI

A perfect storm is stunting Digital IQ growth—lack of

LYRICA

EFFEXOR XR

definitive regulations by the FDA, a long DDMAC ap-

ENBREL

ZOMETA

investing in mobile, engaging in email marketing, or investing in display advertising on physician portal sites.

29%

“

Digital IQ

90-110

CHALLENGED

ACIPHEX

VYTORIN

digital landscape will render creative investments outdated. The wait

RECLAST

VIMOVO

for specific guidelines is driving many products and companies (even

SPIRIVA

ZETIA

ORENCIA

TOVIAZ

TARCEVA

GARDASIL

HERCEPTIN

ARIMIDEX

ZYPREXA

TOPROL-XL

ONGLYZA

CIALIS

TASIGNA

CYMBALTA

GEMZAR

SEASONIQUE

BENICAR

DIOVAN

LUNESTA

AVODART

FEMARA

TRICOR

LEXAPRO

VYVANSE

ADVAIR

ADDERALL XR

OMNARIS

TRILIPIX

LOVAZA

NUVARING

CHANTIX

NASONEX

PROAIR HFA

FLOMAX

AMBIEN CR

YAZ

MIRENA

LEVITRA

proval process and fear that the constantly evolving

companies that haven’t received an FDA warning letter) into a “better safe than sorry” position.

”

—Perry Kolber | Group Director, Omnicom Media Group

Digital IQ

70-90

21%

CELEBREX

FEEBLE

40%

DDMAC = U.S. Food and Drug Administration (FDA) Division of Drug Marketing, Advertising, and Communication © L2 2011 L2ThinkTank.com

Digital IQ

<70

10 10

Digital IQ Index ®:

Pharma & Healthcare Providers

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K E Y F IN D IN G S The Future of E-Detailing?

SITE CONTENT & TOOLS % of Sites Incorporating the Following:

For physicians, branded sites serve as a reference for safety guidelines, disease and product information, clinical trial results,

15%

and patient education and support. Through the use of webcasts, interactive self-guided presentations, and videos, HCP

85% Live Chat

sites are (slowly) assuming some of the functions traditionally

20%

provided by a sales rep. Although reaching 50 percent of physi-

= YES = NO

80% Online Sampling

cians online, pharmaceutical sites account for only two percent of their time and three percent of their visits . Nearly half the sites 4

28%

offer video and online prescription assistance enrollment, how-

Interactive E-Detailing

ever, use of additional Web 2.0 functionality is limited. Only 28 percent offer interactive e-detailing, and just a fifth of the brands

33%

provide online sampling. Brands in the Merck, AstraZeneca, and

The Tallest Midget With a Digital IQ of 141, Concerta was the only brand to

44%

including interactive ADHD diagnosis screening, a customized

56% Email Sharing

46%

54% Video

(barely) achieve Genius status. Concerta’s well-designed HCP site boasts strong 2.0 features and a suite of engaging tools,

67% Online Formulary Tool

Pfizer portfolios offer physicians the opportunity to videoconference online with pharmaceutical representatives.

72%

46%

54% Prescription Assistance Enrollment / Activation

patient discussion guide, and an educational video series. Additionally, the site allows physicians to access the formulary status of top insurers and order patient education materials. Concerta is also active on mobile platform, Epocrates, and engages with physicians through email marketing.

4. “4 out of 5 Physicians Online Visited Health Care Professional Sites in Q1 2010,” comScore. August, 26, 2010, prnewswire.com © L2 2011 L2ThinkTank.com

11 11

Digital IQ Index ®:

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K E Y F IN D IN G S CONCERTA: Isolated Genius

ADHD Counseling Assistant: Customized patient discussion guides.

Interactive Patient Case Studies: After watching a video scenario, physicians are asked their treatment recommendation.

ADHD Screening Tool: Interactive checklist completed by the physician. Designed to help diagnose ADHD based on responses to a series of questions.

Online Formulary Tool: Physicians can look up of the formulary status of the top insurers by state.

Patient Education Materials: Physicians can select materials and have them shipped to their offices via e-commerce.

12 12

Digital IQ Index ®:

Pharma & Healthcare Providers K E Y F IN D IN G S

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D I G I TA L I Q % R A N K : D irect to cons u mer ( D T C ) v s . H ealthcare pro v ider ( H C P )

DTC vs. HCP?

Brands with the Largest Differentials

Brands with a strong direct-to-consumer digital marketing (DTC) presence do not necessarily deliver to physicians online.

Top 5 brands: HCP Scores > DTC Scores Pristiq

Women’s Heath category has been one of the leaders in DTC online, Seasonique, Nuvaring, and Yaz don’t even maintain

Lyrica

physician sites, suggesting a strategy that is almost entirely

Rituxan Rituxan

consumer focused.

46% 46% 40% 40%

Enbrel Enbrel

An analysis of brands’ DTC Digital IQs (from L2’s May 2010 Pharma Digital IQ Index®) versus their HCP Digital IQs in this

34% 34%

Plavix Plavix

study shows Nuvaring and Yaz with the biggest score differenand Levitra also take major hits.

57% 57%

Lyrica

digital innovation. However, when it comes to reaching doctors

tials. Heavy consumer marketing brands Seasonique, Chantix,

68% 68%

Pristiq

With much of its marketing targeted to younger consumers, the

-100% -100%

-75% -75%

-50% -50%

-25% -25%

0% 0%

25% 25%

50% 50%

75% 75%

100% 100%

25% 25%

50% 50%

75% 75%

100% 100%

Innovation Silos Although a quarter of the brand physician sites reside on parent company portals, there is a lack of consistency in experience,

Top 5 brands: DTC Scores > HCP Scores

content, and utilization of digital media across organizations.

-57% -57%

On average, companies with more than one brand in the study -70% -70%

registered a 41-point Digital IQ differential across brands. AstraZeneca’s physician site template and the Merck OnCall

live support customer service are two exceptions, and some Pfizer, GlaxoSmithKline, Eli Lilly Oncology, and in some cases

Nuvaring Nuvaring

-87% -87% -100% -100%

Levitra Levitra

-79% -79%

Novo Nordisk and Merck, house their HCP-dedicated sites on their Digital IQs.

Chantix Chantix

-76% -76%

of the best examples of recognizing economies of scale. While

a shared company portal, there appears to be limited boost to

Seasonique Seasonique

YAZ YAZ -75% -75%

-50% -50%

-25% -25%

0% 0%

13 13

Digital IQ Index ®:

Pharma & Healthcare Providers K E Y F IN D IN G S

Asthma & Allergy

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Cardiology

Diabetes

Gastrointestinal Neurology

Oncology

Psychiatry Rheumatology Urology

Women’s Health

D I G I TA L I Q D I S P E R S I O N Range of Brand Digital IQ Scores and Average by Parent Company

GENIUS

170

Disparity

140 Disparity

GIFTED

Disparity

104

Disparity

AVERAGE AVG IQ

CHALLENGED

Disparity

AVG IQ

Disparity

AVG IQ

Disparity

101

AVG IQ

113

AVG IQ

104

AVG IQ

Disparity

110

105 AVG IQ

Disparity

AVG IQ

Disparity

AVG IQ

Disparity

AVG IQ

Disparity

AVG IQ

FEEBLE

AVG IQ

Disparity AVG IQ

Disparity

AVG IQ

e n= va 2

n= ion 2

no Su

n= i r e 2

he el ng

rI Bo

rin

n= i s k 2

n= im 2

n= en 2

n= ott 2

en fi-

n= tis 3

n= ch 3

n=yer 3

s hn Jo

& Jo

oS ax Gl

n= on 4

n= i n e 4

ith

n= ibb 4

rs ye l-M to is Br

n= illy 5

n= t i s 6

n= rck 7

n= ca 8

tra

n= ize 11 r

14 14

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K E Y F IN D IN G S

A verage D i g i tal I Q BY C AT E G O R Y 160 GENIUS

Dominant Diabetes The Diabetes category earned the highest average Digital IQ, with three brands in the top ten and five of the six brands in the top quartile. A $14.9 billion U.S. market with 17 percent sales

140

growth, the Diabetes category can afford to invest digitally.5 In addition to having strong site scores, a majority of the brands GIFTED

are active in physician-specific search. Moreover, half of the Diabetes brands engage in online marketing and offer mobileoptimized brand sites, and Diabetes is the only category with a brand-specific iPhone app. 110

Where the Doctors Are

AVG IQ:

AVERAGE

More than three quarters of the brands in the study did not advertise on any highly-trafficked physician portal sites. Four out of five doctors visit HCP content sites, and visits to these sites comprise nearly half of physician time online. Chief among

AVG IQ:

Diabetes AVG IQ:

CHALLENGED

cians with almost 2.1 million unique visitors. The New England Journal of Medicine is the top online medical journal, reaching 13 percent of online physicians. MDLinx, the third most popu6

Gastrointestinal

these sites is Medscape, reaching 57 percent of online physi-

lar site among doctors, has more than 660,000 unique visitors.7

107

AVG IQ:

Rheumatology

85 AVG IQ:

Psychiatry

79 Oncology

For additional targeting, brands should be opportunistic in

AVG IQ:

advertising in online disease state-specific journals.

AVG IQ:

70 Asthma & Allergy

Cardiology FEEBLE

AVG IQ:

5. “As Diabetes Explodes, Big Pharma Is Gearing Up,” Melly Alazraki, DailyFinance, January 27, 2011) 6. “4 out of 5 Physicians Online Visited Health Care Professional Sites in Q1 2010,” comScore, August, 26, 2010 7. “Medscape.com tops with docs, says report,” Ben Comer, Medical Marketing & Media, August 31, 2010 © L2 2011 L2ThinkTank.com

54 Neurology

AVG IQ:

Urology

Women’s Health 30

15 15

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K E Y F IN D IN G S D I S P L AY A D V E R T I S IN G % of Brands on the Following Top HCP Destinations

Medscape Microsites

(November 2010-January 2011)

Some brands are pursuing branded destination microsites on Medscape.com in an effort to capitalize on the portal’s traffic

20%

19%

and reach. Nine of the study’s brands maintained such infosites. Brand

15%

assets are repurposed in these self-contained, scaled-downed versions of their HCP sites. In what is a missed opportunity, most of the infosites do not link to the brand’s own HCP site,

10%

and rather than provide a unique experience, most of the information is redundant.

In Lexapro’s case, the Medscape infosite replaces the brand’s own HCP site as its only source of professional online content. The Geodon infosite is actually an improvement over its existing

0% MedScape

MDLinx

New England Journal of Medicine

HCP site. Pfizer, Bristol-Myers Squibb, and Lilly Oncology were the most active on Medscape, each maintaining infosites for multiple brands.

Medscape microsites for the following brands, from left to right: Lexapro, Orencia, and Geodon

16 16

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K E Y F IN D IN G S In Search of Search Google and DTC sites are the largest traffic drivers to HCP sites. However, data suggests brands are under-investing in physician-specific search engine optimization. Only half of the brands in the study returned professional site results (in paid

DTC Site HCP Site

or organic results) when searching by drug brand name. Only one in ten are purchasing professional ads against their drug’s name, and slightly fewer against their indicated condition. Aciphex was the only drug that returned paid professional ads when searching for both the drug name and the condition.

“ Based on the amount of time physicians spend

online and the frequency with which they turn to the Web for answers, it is clear that their treatment and prescribing decisions are influenced by the material

they find there. Whether online or offline, physicians seek information that leads them to make the best clinical decision for their patient.

”

—Sharon Callahan | CEO, VUE Group

Ad for Aciphex’s HCP site

Aciphex is the only drug brand in the study that returned HCP paid ads in Google searches for the drug name and the condition

17 17

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K E Y F IN D IN G S Going Organic While a third of brands returned professional sites on the first

Organic search results for Symbicort, the only brand in the study whose professional site ranked #1 in a search by brand name

DTC Site HCP Site

page of organic search results when searching by drug name, none of the brands in the Index returned professional sites for search terms referencing therapeutic class or condition.

DTC Site

AstraZeneca’s Symbicort stands alone as the brand whose professional site is ranked as the top organic result when search-

HCP Info

ing by brand name. Further targeting physicians, Symbicort’s brand name search results include three entries for HCP and only one for a consumer site in organic results.

Diabetes Domain

HCP Site

Google searches using search term “type 2 diabetes mellitus” is one of the most contested plots of professional search real estate. Three of the nine returned paid search results are HCP sites—all are unbranded. Victoza is the only Type 2 Diabetes indicated brand in the study purchasing against this term for both the professional and consumer sites.

Ad for Victroza’s HCP site

Unbranded, Unlanded A third of the paid results for professional sites were branded,

Ad for Victroza’s DTC site

showing a URL with the drug’s name included. However, when searching by therapeutic drug class or condition, the paid professional site links are often unbranded. While unbranded sites like Advair’s www.GoBreathe.com drive consumer engagement, brands should be clearly directing health care providers to their professional sites, particularly for clinical terms.

Victoza is the only brand in the study treating type 2 diabetes that has purchased against the terms “type 2 diabetes mellitus” for both professional and consumer sites

18 18

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K E Y F IN D IN G S M O B I L E P resence % of Brands with Mobile Capabilities

The New Stethoscope Nearly three quarters of physicians own a smartphone and a

10.0%

10%

= CONSUMER

third use them to access clinical information, but 90 percent of

= PROFESSIONAL

the brands in the Index have no brand-specific mobile presence. In contrast to the strategy used to reach consumers,

7.1%

brands are investing in mobile sites rather than mobile applications to reach physicians; and, seven brands have mobile sites. Novolog is the only brand in the study that has developed a

smartphone application. The NovoDose iPhone app provides dosage guidelines, but it fails to fully maximize the interactive

4.3% 4%

capability of the mobile device. Although pharmaceutical companies are not being aggressive

1.4%

about releasing brand-specific smartphone applications, they have been active in launching, sponsoring, or licensing mobile applications for healthcare professionals. These apps range from diagnostic and dosage tools to sources for patient assessment,

0.0%

0% Mobile Sites

Smartphone App

iPad App

patient education, disease education, and medical information. While in some cases intentionally brand agnostic, these HCP apps are missed opportunities to promote individual brands.

“ Mobile is no longer the future—mobile is right now among physicians. Well over 70 percent of U.S.

physicians own a smartphone and view it as an essential tool in their daily workflow. Many rely on their

Novolog’s NovoDose iPhone App; the brand is the only one in the study that has developed an iPhone app

handheld device during patient encounters for instant access to drug and clinical information. Point-of-care content is more important than ever; it is clear that the information they find using mobile apps influences prescribing and treatment decisions.

”

—Sharon Callahan | CEO, VUE Group

19 19

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K E Y F IN D IN G S M A N U FA C T U R E R P R O F E S S I O N A L Targeted Mobile Apps

Parent Company

App

Description

Price

iTunes Rating

Astellas Pharma

Appropriate Use Criteria (AUC) for Cardiac Radionuclide Imaging

Interactive tool determines whether cardiac radionuclide imaging (RNI) is appropriate for a patient

Free

N/A

AstraZeneca

ENHANCE

Treatment recommendations and information resource for health-care professionals treating women with breast cancer; clinician and patient versions of the information can be sent from the app via email; activation code required for use (sponsored)

Free

N/A

Bayer

MS Patient Resources

Information on multiple sclerosis symptom management and patient support; information can be emailed to patients or colleagues (sponsored)

Free

N/A

Boehringer Ingelheim

NIHSS

Based upon a series of questions, the tool evaluates stroke patients according to the NIHSS scale; resulting patient assessment can be emailed (sponsored)

$1.99

N/A

Eli Lilly

7th Edition AJCC Cancer Staging Handbook

Drug information, interactions, calculators, clinical trial and research updates help physicians determine the correct cancer stage and the most appropriate treatment plan; passcode required for activation (sponsored)

Free

Genentech

BioOncology

Latest oncology news, resources, and innovation. Includes clinical trial search and real-time oncology-related polling

Free

Genentech

Retina.org

Latest retina news, clinical trial search, and conference information

Free

GlaxoSmithKline

CancerTrialsApp

Comprehensive search of 12 common cancer clinical trials. Uses geolocation to map nearby trials (sponsored)

Free

Merck

Mobile MerckMedicus

Medical resources, diagnostic tools, and breaking medical news; must have a MerckMedicus login to access

Free

Merck

Merck Manual (Merck Manual of Diagnosis and Therapy)

Medical text includes medication indexing, calculators and illustrations (licensed)

$49.99

Merck

Merck Manual Suite plus Davis’s Drug Guide

Drug and symptoms guide includes expert descriptions of diagnosis and management of diseases (licensed)

$79.99

Merck

The Merck Manual– Professional Edition

Information with graphics and images for diagnosing and treating thousands of medical disorders (licensed)

$34.99

Device

N/A

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K E Y F IN D IN G S M A N U FA C T U R E R P R O F E S S I O N A L Targeted Mobile Apps

Parent Company

App

Description

Price

Novartis

BioGPS

Customizable gene portal with data on gene and protein function

Free

Novartis

IPSS Calculator

Interactive tool calculates International Prognostic Scoring System (IPSS) score and estimated life expectancy; provides screening guidelines

Free

Novartis

Novartis Oncology Medical Information

Searchable database of the latest standard response documents for oncologists and hematologists; documents emailable from the app registration and login required

Free

Novo Nordisk

Coags Uncomplicated: The Abnorma | PT/aPTT Guide

Interactive coagulation diagnostic tool, acquired hemophilia resources, patient case reviews, and quizzes

Free

Johnson & Johnson

Psoriasis

Interactive psoriasis severity (PASI) calculator and dermatology news; also available as an iPad app

Free

Johnson & Johnson

BlackBag Medical Resources

Medical and conference news, journal summaries, videos and podcasts for a variety of disease categories

Free

Pfizer

Advanced RCC Prognostic Calculator

Calculates prognostic risk for patients with advanced renal cell carcinoma

Free

Sanofi-Aventis

AFib Educator

Resources and animations that illustrate how atrial fibrillation can affect the heart

Free

Shire

INTUNIV (guanfacine) Dosing Calculator

Determines the appropriate INTUNIV dosing options based on patient’s weight

Free

Shire

VPRIV– velaglucerase alfa for injection Dosing Calculator

Determines the appropriate number of VPRIV vials to be used based on patient’s weight

Free

Shire

ELAPRASE®(idursulfase) Dosing Calculator

Determines the total number of mL’s of ELAPRASE to be administered & the corresponding number of ELAPRASE vials necessary for the required dose based on patient’s weight

Free

iTunes Rating

Device

N/A

Digital IQ Index ®:

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K E Y F IN D IN G S Epocrates Adoption More than a million healthcare professionals are using Epocrates in the United States, but fewer than half of the brands in this study have an extended presence on the platform.8 Only one in five brands provides the most basic manufacturer’s contact information for health care professionals, and one in ten ran Essential Points surveys during the three-month study period.

40%

of brands are active on Epocrates

11% 19%

use Essential Points Surveys

of brands link to a manufacturer’s phone number

11%

of brands link to a manufacturer’s email

of brands sponsor research centers

22 22

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K E Y F IN D IN G S S E R M O S E N T I M E N T: S E L E C T B R A N D S

The Network Effect

Relative Sentiment & Frequency of Comments on Sermo Platform

(November 2010-January 2011)

Research suggests that professional social networks heavily influence doctors’ prescribing decisions. About 60 percent of

120%

physicians use or are interested in using physician online com-

100%

munities. Physicians currently participating in online physician

80%

social networks on average write 24 more prescriptions per week than those with no interest in online communities, making them a valuable cohort.9

60%

network, demonstrates Victoza achieved the highest sentiment, while Seroquel XR and Abilify were the most frequently cited and recommended brands. Analysis of data by category determined the Diabetes and Allergy & Asthma categories registered

Abilfy Actos

40% 20%

Data analysis of Sermo, the largest U.S. physician online

Victoza

Zometa

Reclast

Plavix

Enbrel Lipitor

0% -20%

Femara

-40%

Mirena

Yaz

Ambien

Januvia

-60%

the highest sentiment, while Psychiatric drugs were the most frequently mentioned.

S E R M O S E N T I M E N T: W E I G H T E D A V G . of dr u g categories Relative Sentiment & Frequency of Comments on Serma Platform

The online world is not currently mirroring the offline world

(November 2010-January 2011)

however, as little correlation is found between Sermo sentiment or frequency and drug prescriptions or sales. The strongest correlation (47 percent) was found between a brand’s number of Sermo search results returned and its total sales.

120% 100% 80% Diabetes

60% 40%

“

Physicians in every specialty and of all ages are creating and sharing medical content through social media. Early adopter physicians are blogging, tweet-

20% 0%

ing, texting, and posting videos to educate patients and engage in

-20%

broader medical conversations. With the adoption of social media, a

-40%

new type of KOL (key opinion leader) may be emerging.

”

—Sharon Callahan | CEO, VUE Group

Psychiatry Asthma & Allergy 1

Cardiology

Rheumatology

Oncology

Neurology

Women’s Health 7

Urology

Gastrointestinal

-60%

9. “Physician Online Communities: Physician Social Networking and the New Online Opinion Leaders,” Manhattan Research, January, 2009. © L2 2011 L2ThinkTank.com

23 23

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K E Y F IN D IN G S PHYSICIAN EMAIL MARKETING % of Brands

Empty Inbox Physician-targeted email campaigns can best be described

Email Opt-in

57%

43%

as anemic. Only 57 percent of brands offered physicians the opportunity to opt-in to email messaging. The physician’s specialty is often collected at sign-up, providing the ability to target and customize messaging. Sign-up may also require verification of the physician’s license status. Simponi and Abilify use the opportunity to collect additional information from the physician such as their prescribing habits and patient demographics.

=NO = YES

73%

27%

Additional Marketing Emails

92%

Email Viewable on Mobile Device

98%

Welcome Email

25%

50%

75%

100%

Although 73 percent of these brands corresponded in the sixweek period, only eight percent did so more than once. Omnaris and Simponi both generate e-newsletters, but these are targeted to consumers rather than physicians. Concerta’s email promotes its HCP site’s tools and services, linking directly to the content areas. Concerta is the only brand whose email is viewable on a mobile device. Email marketing offers the opportunity to highlight product features and to promote Web 2.0 site content such as e-detailing, and online sampling. Concerta’s email marketing promotes its HCP site tools and services

24 24

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F L A S H O F G E NI U S Symbicort reaching doctors on mobile Symbicort not only recognizes the importance of maintaining a strong physician-focused site, the brand also goes above and beyond to educate physicians using its mobile offering. A health care provider can send the Symbicort mobile web address to his or her email or access the site by scanning an image with an MS Tag-enabled phone. Once on the Symbicort mobile site, physicians can access dosage, formulary, and tolerability information about the drug. While 13 percent of brands use their brand sites to promote a mobile application (whether DTC or HCP) or mobile site, most brands simply reference site availability.

“ Mobile must be embraced as a new channel and not lumped into the general digital category. In the same manner that the advent of radio, television, and computers required a reinvention of the accepted promotional output—so do mobile devices. QR codes are only the tip of the iceberg. Before the end of this decade, mobile devices, including tablets, will be the foundation from which all promotion is based.

”

—Perry Kolber | Group Director, Omnicom Media Group Symbicort’s mobile site gets a high profile on the HCP site

Symbicort’s userfriendly mobile site provides physicians with quick access to information about the drug

25 25

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F L A S H O F G E NI U S Medversation.com’s welldesigned educational site provides extensive (free) content for physicians

Medversation.com & Rethinkinsulin.com physician education Centocor Ortho Biotech’s Medversation.com and Sanofi-Aventis’s RethinkInsulin.com provide some of the strongest examples of enhancing physician education through digital. Medversation.com is a free web application for physicians, geared toward improving and informing patient conversations about immune-mediated inflammatory disorders and treatments. Centocor Ortho Biotech’s portfolio of drugs, Remicade, Simponi, and Stelara, are each featured in a dedicated microsite. All content is free and upon registering, practitioners can save and comment on articles, customize preferences, and receive updates via email. The app organizes massive amounts of content for physicians. Sanofi-Aventis, parent company of the Diabetes drug Lantus, created RethinkInsulin.com to provide healthcare practitioners with three common reactions of patients resistant to starting insulin therapy. For each potential barrier, the site offers scientific data emphasizing the importance of starting a course of treatment, ‘success strategies’ for explaining medical information to patients, and free patient education support materials such as handouts and videos. Display ads on popular physician online destinations are being used to drive traffic to the site.

“ Existing and emerging digital channels continue to transform healthcare communications space, and

this change has been equally profound with professionals and consumers. We believe it makes sense to integrate messages because our customers do not live separate lives in online and offline worlds.

”

Rethinkinsulin.com helps health care practitioners better understand the voice of the patient

—Sharon Callahan | CEO, VUE Group

26 26

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F L A S H O F G E NI U S Concerta choose your own adventure Concerta’s professional site offers an interactive diagnostic case study that follows the behavior of a 10 year-old patient with Attention Deficit Hyperactivity Disorder, through a narrated video. Users are told that the patient was prescribed Concerta, but still appears to struggle with ADHD. After watching the case study, healthcare professionals are given three potential courses of treatment and asked what they would do next. Although Concerta scores points for interactivity, the importance of promoting site features is emphasized when the results are shown—only 61 healthcare professionals have completed the case study.

“ Digital has transformed how we should approach

Concerta’s interactive case study

creative. Successful brands don’t just live in ad campaigns. They create platforms for engagement. The big visual metaphor, which has been so successful in print advertising, may not be the best creative option in a multi-channel world. Our ideas need to be fluid, flexible, and inherently interactive. They need to invite our audience into an engaging experience, not just telegraph a functional point of difference.

”

—Steven Hebert | Executive Creative Director, LLNS

27 27

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F L A S H O F G E NI U S Lipitor e-detail oriented Lipitor’s e-detailing flash applet lays out patient history, physical condition, labs, and medications in an easily digestible format. The health care provider chooses from a selection of case studies, then clicks through patient information and responds to questions regarding treatment. Lipitor’s questions have definitive medical answers, instead of a poll of physicians’ opinions, thus focusing on professional education.

Lipitor allows users to choose from a selection of case studies

Lipitor educates users through a series of questions & answers regarding the treatment of the patient in each case study

28 28

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F L A S H O F G E NI U S Novo Nordisk glimpsing the future: online sampling Novo Nordisk’s online physician portal, NovoMedLink, offers e-sampling for its diabetes products, including Victoza and NovoLog. Bypassing the time-consuming tradition of meeting, calling, or faxing a drug representative, healthcare professionals, after registering, can select the samples they need and have them shipped to their office.

“ Physicians have less and less time to deal with sales

reps, meetings, and other pharma sponsored events. The successful marketers will be the ones that can

incorporate their total promotional output (online and offline) into the physician’s daily workflow and routine.

”

—Perry Kolber | Group Director, Omnicom Media Group

NovoMedLink.com’s homepage

29 29

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F L A S H O F G E NI U S Eli Lilly interactive education Eli Lilly, producer of Gemzar and Alimta, created interactive staging galleries for lung, breast, and ovarian cancer on its company site, LillyOncology.com. The galleries are designed to provide healthcare professionals with tools to teach patients about their illness. Each gallery features an interactive anatomical view of the body. The breast cancer gallery details the differences between malignant and benign cells within the breast.

This site helps users to classify and better understand the difference between cancer cells

Lilly’s Oncology site features interactive anatomical galleries

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F L A S H O F G E NI U S Sanofi-Aventis promoting patient resources Sanofi-Aventis has invested significantly in developing digital patient resources, buttressing the physician’s messages of drug adherence and disease management. These resources are promoted and easily accessible from the Lantus Healthcare Professionals site. In addition to the standard downloadable PDF patient education material, the site prominently features Diabetes Co-Stars, a lifestyle site targeting diabetes sufferers and their support systems, as well as the online patient community, Lantus Connection. It also promotes the GoMeals mobile app that allows patients to track their food intake and locate restaurants. Lantus is the only site in the study to link to the brand’s consumer-targeted Facebook and Twitter pages.

Real-life patients tell their story and help other diabetes sufferers establish a support system through the Lantus online community

The GoMeals app is a quick and easy way for nutrition-conscience patients to track their food intake on-the-go

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F L A S H O F G E NI U S Merck on-call customer service One way brands have strengthened their digital offerings is through online chat, providing customer service to physicians. For its entire drug portfolio, Merck offers Merck OnCall, which pairs a professional with a representative, either through phone or web conference. On-demand, and virtually face-to-face, reps are available until 8 p.m. on most weekdays, providing technical advice and access to product information, samples, patient education materials, and a medical services pharmacist.

“ With so many sources of information available to physicians, the power is in their hands more than ever. If they don’t want to listen to you, they don’t have to. Now, it’s imperative that brands get invited into the conversation by expressing the values and beliefs they share with their audience. We need to stop just pushing out messages and to start engaging with our audience.

”

—Steven Hebert | Executive Creative Director, LLNS

Merck offers OnCall service for its entire drug portfolio

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TEAM: L2 SCOTT GALLOWAY Professor of Marketing, NYU Stern Founder, L2 Scott is a Clinical Professor at the NYU Stern School of Business where he teaches brand strategy and luxury marketing and is the founder of L2, a think tank for digital innovation. 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. In 1997, he founded Red Envelope, an Internet-based branded consumer gift retailer (2007 revenues: $100 million). In 1992, Scott started Prophet, a brand strategy consultancy that employs more than 120 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 accomplishments have had impact on a global level.” Scott has served on the boards of directors of Eddie Bauer (Nasdaq: EBHI), The New York Times Company (NYSE: NYT), Gateway Computer, eco-America, and UC Berkeley’s Haas School of Business. He received a B.A. from UCLA and an M.B.A. from UC Berkeley. MAUREEN MULLEN L2 Maureen leads L2’s research and advisory group and has benchmarked and/or developed digital and social media initiatives for more than 300 prestige brands. She began her career at Triage Consulting Group in San Francisco. At Triage, she led managed care payment review and payment benchmarking projects for hospitals, including UCLA Medical © L2 2011 L2ThinkTank.com

Center, UCSF, and HCA. She has gone on to lead research and consulting efforts focused on digital media, private banking M&A, insurance industry risk management, and renewable energy economics for professional firms and academics. Maureen has a B.A. in Human Biology from Stanford University and an M.B.A. from NYU Stern. R. DANIELLE BAILEY L2 Danielle began her career at The Home Depot, Inc. where she led a variety of internal consulting engagements focused on supply chain, merchandising, and in-store process improvement. She went on to manage the implementation of award-winning mobile initiatives for several large media clients including The New York Times Co., NBC Universal, Disney/ ABC, Maxim magazine, and Zagat. Danielle has a B.S. in systems engineering from the University of Virginia and an M.B.A. from NYU Stern.

CHRISTINE PATTON Creative Director, L2 Christine is a brand and marketing consultant with more than 15 years of experience creating brand identities and marketing communications 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 clients, 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 B.A. in Economics and Journalism from the University of Connecticut and an M.B.A from NYU Stern.

KATE BARNETT L2 Kate is an associate in L2’s Research and Advisory practice. She started her career as a retail consultant, initially for the C.O.O. of Steve & Barry’s and later as an associate at Lightship Partners, specializing in product development and supply chain optimization. Before joining L2, Kate worked with the former C.E.O. and chairman of Bloomingdale’s, Marvin Traub, conducting research on prestige brands in emerging markets. Kate received her A.B. in government from Harvard University.

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T E A M : VU E G R O U P SHARON CALLAHAN CEO, VUE Group

STEVEN HEBERT EVP, Executive Creative Director, LLNS

For more than 25 years, Sharon has delved into all aspects of strategic healthcare marketing, helping clients leverage the value of their messages through seamless integration of multiple communication channels.

Steven leads the talented creative department at LLNS. In this role he brings a fresh perspective to the creative process, championing work that’s powerfully compelling and strategically sound. In his previous roles at The CementBloc, Sudler & Hennessey, and Grey Healthcare Group, Steven launched or rebranded several major brands, including Botox, Celebrex, Premarin, Aggrenox, and Advate. His creative work on the launch of Mirapex for Restless Legs Syndrome won the coveted “Best Professional Launch Ad of the Year” award from Medical Marketing and Media magazine.

Sharon is the CEO of VUE Group, a collaborative group of agencies that includes healthcare advertising agency LLNS, Rx Mosaic PR, Unit 7 Relationship Marketing, and Managed Care consulting group GMR. In this role, Sharon is developing and engaging innovative approaches for teamwork between agencies and their clients, and her substantial skill in digital communications brings a high platform for innovation and relevance to VUE Group’s strategically aligned integrated client offerings. Prior to establishing VUE, Sharon was the Executive Vice President and Director of DAS Healthcare, Division of Omnicom Group. In this position, she led the global agency consolidation across disciplines and geographies for a major healthcare company, which resulted in 75 percent of their business being consolidated with Omnicom. Before joining DAS, Sharon was Chief Digital Strategist at GHG and president of Summit Grey, in interactive agency born out of a company she co-founded. When she is not promoting collaboration at VUE Group, Sharon spends her time supporting the Healthcare Businesswomen’s Association and serves on the Board of the Coalition for Healthcare Communications and the Medical Advertising Hall of Fame. © L2 2011 L2ThinkTank.com

A native Californian, Steven founded a successful organic coffee company in Northern California before trading in his redwood trees for skyscrapers. Steven’s education includes a bachelor’s degree in English Literature from Humboldt State University. He also completed the HMC Management Development Program at the Tuck School of Business at Dartmouth.

Perry’s healthcare experience reaches across promotional channels and spans most major therapeutic categories. He’s been responsible for launching and planning blockbuster brands, including Zyrtec, Cipro, and Aricept. He has been a fixture in the professional healthcare media community, serving on many panels and contributing to numerous trade publications. After graduating from Boston University, he began his career at NW Ayer, a consumer agency, where he worked on direct response advertising for AT&T and the U.S. Army. In his free time, Perry coaches his son’s little league baseball and basketball teams, hoping to instill a level of fair play and sportsmanship to the kids (and their parents).

Perry Kolber Group Director, Omnicom Media Group Perry recently joined Omnicom Media Group (OMG) from LLNS, where he spent 10 years managing their media department. At OMG Perry will bring his vast professional healthcare experience to OMG’s formidable roster of healthcare clients. OMG’s merging of professional and DTC/DTP media capabilities, under one roof, is unique in this industry and offers clients the opportunity for true integration between the patient/consumer and the healthcare providers.

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UPCOM ING EVENTS

05.20 .11 L2 Clinic Emerging Digital Media Platforms While Facebook dominates the social media landscape, a multitude of other digital platforms and new consumer behaviors that surround them have emerged. In isolation, these platforms may not have reached critical mass; but in

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aggregate, they provide a fertile ground for brands to run

We are a membership organization that brings together thought leadership from academia and industry to drive digital marketing innovation.

insights into wholly new forms of digital self-expression and

creative experiments, reach new consumers, and glean consumer activity.

06 . 24 .11 L2 Clinic Mobile & Geolocal Research

Digital IQ Index®: The definitive benchmark for online competence, Digital IQ Index® reports score brands against peers on more than 350 quantitative and qualitative data points, diagnosing their digital strengths and weaknesses. EVENTS

Forums: Big-picture thinking and game-changing innovations meet education and entertainment.

Every year has been touted the “year of mobile.” However, looking back at 2010, predictions and estimates on the explosive growth of mobile devices, smart phones, and the ubiquity of mobile web have all reigned true; we are now at an inflection point.

07. 22.11 L2 Clinic Video & Celebrity

The largest gatherings of prestige executives in North America.

This half-day immersion explores successful strategies to drive

300+ attendees

engagement and brand awareness through the use of online video and traditional—and nontraditional—celebrities.

Clinics: Executive education in a classroom setting with a balance of theory, tactics, and case studies.

60 –120 attendees Working Lunches: Members-only lunches led by digital thought leaders and academics. Topic immersion in a relaxed environment that encourages open discussion.

12 – 24 attendees MBA Mashups: Access and introduction to digital marketing talent from top MBA schools. consult ing

Advisory Services: L2 works with brands to garner greater return on investment in digital initiatives. Advisory work includes Brand Digital Roadmaps, Social Media Strategy, and Site Optimization engagements. MEMBERSH IP

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