L2 Digital IQ Index®: Pharma (2010) by L2

PHARMA Ranking the digital competence of pharmaceutical brands

MAY 2010

Prepared By:

A THINK TANK for PRESTIGE BRANDS

ÂŠ L2 2010

Industry Partner:

PHD Media

INTRODUCTION

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II.

METHODOLOGY

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III.

RESULTS the rankings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

IV.

DISCOVERIES

FINDINGS

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

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INTRODUCTION The Killer App The killer online app isn’t porn or social media, but medical 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 pharmaceutical information online reached 102 million1. Pharmaceutical companies continue to search for a voice that can rise above the digital cacophony. Although the emerging 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 pharmaceutical 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, geotargeting, and healthcare information technology—the uncertainty surrounding regulation threatens to hamstring 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 foundation for digital growth in anticipation of an unshackling. Robust branded sites, visibility in search, collabora1

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 optimization, and scant social media programs. In sum, there are millions of unregulated conversations taking place online regarding prescription drugs, but the voice of the pharmaceutical companies is largely absent. Our thesis is that digital aptitude will be a defining competence that separates winners from losers in a medium too powerful to ignore. Key to managing and developing aptitude 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 academia 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 Dartmouth'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)

M anhattan Research

INTRODUCTION

METHODOLOGY PLATFORM - 40% 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.

• BRAND TRANSLATION • Aesthetics and Messaging • Interactivity • SITE ELEMENTS • Technology Integration • User Interface • Customer Service • Content: Disease Education, Conversion, Community Content

OFF-PLATFORM MESSAGING - 25% Digital Marketing Efforts: Online advertising on and off consumer healthcare portals, mobile compatibility, email marketing, and other messaging.

• PORTAL AND OTHER ONLINE ADVERTISING • MOBILE • EMAIL MARKETING

SEARCH ENGINE OPTIMIZATION (SEO) - 20% Visibility: Organic and paid search visibility on popular search engines.

• • • •

TRAFFIC KEYWORDS WEB AUTHORITY SEARCH ARCHITECTURE

• • • •

FACEBOOK TWITTER YOUTUBE USER-GENERATED CONTENT

SOCIAL MEDIA - 15% Social Media Presence: Following, content, and influence on major social media platforms, and buzz on blogs and other web 2.0 forums.

METHODOLOGY

RESULTS The Digital IQ Index ranks brands according to their digital competence, with each falling into one of five categories: 140+ 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.

110-139 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.

90-109 AVERAGE Brand sites are functional yet predictable. Innovation efforts are uninspired and lack ambition. Boilerplate marketing online and in email.

70-89 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.

<70 FEEBLE Brands have largely ignored the digital phenomenon. Sites lack basic functionality and navigability, and brands disregard digital marketing initiatives.

ÂŠ L2 2010

RESULTS: the rankings

PHARMACEUTICAL BRANDS RANKED BY DIGITAL IQ SCORE Rank

Brand

Parent

Disease State

Label

Comments

VIAGRA

Pfizer

Urology

149

Genius

Site tech and interactivity are industry standouts; brand leverages iconic name in search and online buzz

NEXIUM

AstraZeneca

Gastrointestinal

143

Genius

This social media maven offers best-in-class lifestyle support tools, including online access to dieticians

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

ORTHO TRICYCLEN 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

CRESTOR

AstraZeneca

Cardiology

135

Gifted

Strong onsite tech integration and activity on portals and blogs elevates top brand in disappointing cardio category

GARDASIL

Merck

Women’s Health (Infectious Disease)

131

Gifted

Rallies community online with pioneering Facebook page and strength in search

YAZ

Bayer

Women’s Health (Birth Control)

131

Gifted

YAZXpress site offers interactive community content; brand also connects with users in mobile and email

SYMBICORT

AstraZeneca

Asthma & Allergy

130

Gifted

Interactive video journey customizes site for best-incategory user experience

NUVARING

Merck

Women’s Health (Birth Control)

130

Gifted

Brand boasts innovative web advertising and strength in search

LUNESTA

Sepracor

Neurology (Insomnia)

126

Gifted

A YouTube channel coupled with strong off-platform efforts keeps brand awake online.

SEROQUEL

AstraZeneca

Psychiatry

124

Gifted

Site provides strong educational content and community information

LIPITOR

Pfizer

Cardiology

121

Gifted

Site branding and online advertising form the pulse of this brand’s digital efforts

LEVITRA

Novartis

Urology

121

Gifted

Humorous multichannel In Bed video campaign generates online buzz

SEASONIQUE

Teva (through Duramed)

Women’s Health (Birth Control)

120

Gifted

Brand understands how to integrate digital content and user behavior

AMBIEN CR

Sanofi-Aventis

Neurology (Insomnia)

118

Gifted

Site highlight is a downloadable tool that tracks and analyzes sleep patterns

CYMBALTA

Eli Lilly

Psychiatry

113

Gifted

Strong visibility on WebMD portal

ORENCIA

Bristol-Myers Squibb

Rheumatology

111

Gifted

Strong presence on health portals

ABILIFY

Bristol-Myers Squibb

Psychiatry

111

Gifted

Impressive site funneling and substantial traffic raise brand’s profile

KAPIDEX

Takeda

Gastrointestinal

110

Gifted

Strong branding and video content differentiate site

SYNVISC

Genzyme

Rheumatology

107

Average

Search architecture and informative videos are brand strengths

RESULTS: the rankings

Rank

Brand

Parent

Disease State

Label

Comments

ADVAIR

GlaxoSmithKline

Asthma & Allergy

106

Average

Asthma.com unbranded site incorporates education and technology

SINGULAIR

Merck

Asthma & Allergy

105

Average

Site aesthetics, disease education and flash features are strengths; some presence on health portals

ZETIA

Merck

Cardiology

104

Average

Presence on health portals and brand translation on site give IQ a boost

PLAN B

Teva (through Duramed)

Women’s Health (Birth Control)

102

Average

Site offers eligibility calculator and find-a-pharmacist feature

SPIRIVA

Pfizer and Boehringer Ingelheim

Asthma & Allergy

102

Average

Multichannel disease awareness campaign tests the waters on Twitter

VYTORIN

Merck

Cardiology

101

Average

Strong site disease education and presence on top portals, but crippled by poor visibility

CIALIS

Eli Lilly

Urology

100

Average

Although SEO is strong, customer relationship management program that directs users to PO Box shows digital failings

CELEBREX

Pfizer

Rheumatology

100

Average

Status quo online advertising keeps this brand average

ACIPHEX

Elsai and OrthoMcNeil Janssen

Gastrointestinal

Average

Playful animation on site and strong keyword visibility

RITUXAN

Biogen and Genentech

Rheumatology

Average

Site incorporates elegant flash features, but efforts in search and online advertising get lost in the crowd

HUMIRA

Abbott

Rheumatology

Average

MyHumira site for current brand users offers support for patients

ANDROGEL

Solvay

Urology

Average

The Low Testosterone Lowdown sponsored content on WebMD has minimal visibility

ENBREL

Amgen and Wyeth

Rheumatology

Average

Customer service standout offers find-a-doctor feature and toll-free phone access to nurses

MIRENA

Bayer

Women’s Health (Birth Control)

Average

Trails strong Birth Control peers; interactive site elements are absent

PLAVIX

Bristol-Myers Squibb and Sanofi-Aventis

Cardiology

Average

Portal ads keep this brand in the middle of the pack

LOVAZA

GlaxoSmithKline

Cardiology

Challenged

A strong site is brand’s only notable effort

AVODART

GlaxoSmithKline

Urology

Challenged

Leverages GSK customer service features

NASONEX

Schering-Plough

Asthma & Allergy

Challenged

Although “Don’t Blow It” game on Facebook disappoints, it scores points for social media effort

VERAMYST

GlaxoSmithKline

Asthma & Allergy

Challenged

Allergyrewards email marketing program offers savings and tips

LYRICA

Pfizer

Rheumatology

Challenged

Strong presence on WebMD, but site is poorly organized to reach users interested in newly approved Rheumatology indication

RESULTS: the rankings

Rank

Brand

Parent

Disease State

Label

Description

OMNARIS

Sepracor

Asthma & Allergy

Challenged

Robust SEO

FLOMAX

Astellas Pharma and Boehringer Ingelheim

Urology

Challenged

Bare bones, text-heavy site with dated technology and no call-to-action

PRISTIQ

Pfizer

Psychiatry

Challenged

A New Day patient support program has email marketing component; site is repurposed TV branding

LESCOL XL

Novartis

Cardiology

Feeble

Obsolete site features newspaper-style cartoons

TRILIPIX

Abbott

Cardiology

Feeble

Anemic site content, but ad presence includes spots on Hulu

CADUET

Pfizer

Cardiology

Feeble

PDF downloads abound on this brand’s dated site

NIASPAN

Abbott

Cardiology

Feeble

Brand fails to be brought to life on site and limited web advertising

PATANASE

Alcon

Asthma & Allergy

Feeble

Worst in search; find-a-doctor feature is strongest element of site

TOPROL-XL

AstraZeneca

Cardiology

Feeble

Mention on AstraZeneca’a YouTube channel is this brand’s lone social media effort

PULMICORT

AstraZeneca

Asthma & Allergy

Feeble

Brand does little digitally beyond light display advertising

ASTEPRO

Meda

Asthma & Allergy

Feeble

Miserable web site and absence from other digital media

RESULTS: the rankings

DISCOVERIES The Tipping Point Consumer appetite for digital health content is voracious and growing: 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 consumers 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 company 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, Juvenation, and Bayer’s MS-Gateway.

PETER GOLDER Tuck School of Business at Dartmouth

“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.”

SCOTT HAGEDORN PHD Media

“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 timeline and knowing when to use social and when not to in order to increase impact while also mitigating risk.”

Manhattan Research

DISCOVERIES

Learn by Doing

Deserted Islands (Visibility)

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.

After the FDA submitted warning letters regarding paid search to more than 40 pharmaceutical brands in April 2009, most suspended search engine marketing. Although paid search has rebounded, and 70% of brands currently purchase search terms, many branded 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.

SOCIAL MEDIA PENETRATION

Brands

Brands vs. Parent Companies

Parent Companies

YouTube

Facebook

Twitter

10%

20%

30%

40%

50%

70%

60%

HEALTH PORTAL AND BRANDED-SITE TRAFFIC

Health Portals

Monthly Unique Visitors to Health Portals and Branded Sites

Branded Sites

18,000 16,000 14,000 March 2010

Monthly Unique Visitors (thousands)

20,000

12,000 10,000 8,000 6,000 4,000 2,000 WE

ÂŠ L2 2010

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DISCOVERIES

Innovation Silos The average dispersion in brandlevel Digital IQ among pharmaceutical companies with more than one product in the study is 40 points. This large spread highlights a silo mentality—digital competence within large companies sits isolated, with minimal shared learning among brands. Although some companies leverage small economies 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.

SCOTT HAGEDORN

PETER GOLDER

PHD Media

Tuck School of Business at Dartmouth

“Pharma is one of the few remaining categories with this level of disparity around ideation. 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.”

“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, companies can adopt and improve upon industrywide best practices. Third, for truly breakthrough innovations, companies can look to unrelated industries for inspiration in developing completely new approaches to digital communication.”

DIGITAL IQ DISPERSION

Range of Brand Digital IQ Scores and Average Digital Score by Parent Company

Viagra

GENIUS 140

Nexium

Chantix

Crestor Gardasil Symbicor t

GIFTED

Lipitor

Yaz Lunesta

NuvaRing

Seroquel

Ambien CR Cymbalta

114 110

107

104

AVERAGE

Advair

Singulair

Vytorin

Celebrex

90 Avodar t

Cialis

Humira

Plavix *

Lovaza

Mirena

Omnaris

FEEBLE

105

Veramyst

Lyrica

CHALLENGED

106

104

Zetia

112

Pristiq

Trilipix Toprol-XL

Caduet

Niaspan Pulmicor t

IZE

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ELI

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* in par tnership with Bristol-Myers Squibb

DISCOVERIES

Younger “Age of Onset” Brands Lead

SCOTT HAGEDORN PHD Media

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 interactive 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.

“We’ve seen the internet emerge as the medium all segments of the population say they could not live without. There is clearly an opportunity for pharma brands marketing to a senior population to increase their web presence.”

Nielsen

DIGITAL IQ AND AGE OF ONSET

Average Digital IQ Score and Age of Disease Onset by Disease State Category

GENIUS 140

HPV

GIFTED

HPV

Human Papillomavirus

BCL

Birth Control

PSY

Psychiatry

ASM

Asthma & Allergy

RHM Rheumatology

BCL GST 110

PSY

URL

AVERAGE

RHM 90

URL

Urology

GST

Gastrointestinal

CDV

Cardiovascular

CDV

ASM

CHALLENGED 70

FEEBLE

DISCOVERIES

Patent Cycleâ&#x20AC;&#x2122;s Impact

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 Digital IQs, suggesting a greater digital investment and focus.

ÂŠ L2 2010

12 10 8 YEARS

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.

AVERAGE TIME TO PATENT EXPIRY

6 4 2 0 Genius

Gifted

Average

Challenged

Feeble

DIGITAL IQ

DISCOVERIES

FINDINGS Platform Branded sites inform consumers and encourage patient compliance at different stages of the disease cycle. Sites for drugs with multiple indications face the additional challenge of tailoring content to different conditions. Because of the variety of patient audiences, clearly directing users and prospects to appropriate information 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 education, 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 images, 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. CALLS TO ACTION ON BRANDED SITES

Tuck School of Business at Dartmouth

“Quantitative measures are most useful for benchmarking and upgrading sites on established performance criteria. Qualitative insights are most useful for generating and introducing entirely new performance criteria.”

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

60% 50% Frequency

PETER GOLDER

• 45% offer a compliance tool, such as email, text reminders, or a downloadable PDF calendar

40% 30% 20%

• 42% offer savings for current users

10%

• 26% have no access to customer service

0% Visit Doctor

New Rx

Rx Savings

Compliance

Call to Action Message © L2 2010

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 educationoriented sites is a popular technique to market drugs before approval by the FDA. Once a drug is FDAapproved, the use of unbranded sites declines. Still, 47% of brands in the study maintain a microsite to complement their branded siteâ&#x20AC;&#x2122;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 unbranded counterpart, Asthma.com. Low traffic combined with the danger of competitive brands benefiting from otherâ&#x20AC;&#x2122;s unbranded efforts, calls into question their longer-term value.

www.symbicort.com

www.viagra.com

www.abilify.com

ÂŠ L2 2010

FINDINGS

Search Engine Optimization Search engines are the primary tool consumers use to seek health information online, and search remains a digital priority for most pharmaceutical brands1. Brands strive for search engine visibility, not only for consumers 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 pharmaceutical brands allows health portals to dominate in organic search visibility for every disease state.

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 confusing 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 blackbox warnings. Yaz is the lone brand in the study to use black-box ads.

Help-Seeking Ad Black-Box Ad

RELATIVE TRAFFIC OF TOP BRANDED SITES

iCrossing Manhattan Research

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Hitwise

Kaiser NE

3 4 2

March 2010

In 2008, more than 30% of pharmaceutical search engine traffic was directed from paid ads4. Because of space limitations and FDA regulation, 1

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Brand-Reminder Ad

QUICK STATS BRANDS BY DISEASE STATE ON PAID SEARCH

SEO: 100%

40% 20%

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• Pharmaceutical sites have an average of 91 inbound links

60%

• Google Page Rank average for branded pharmaceutical sites is 4.75

80%

• 62% of brands engage in branded paid search on Google or Bing

March 2010

• 70% of brands engage in paid search on Google or Bing

FINDINGS

Off-Platform Messaging 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 budgets, 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 advertising 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

SCOTT HAGEDORN PHD Media

“In addition to shifting ad dollars, marketers are re-examining their overall marketing investments. We see a shifting of dollars to platforms that offer deeper engagement with consumers. We believe this is driven in part by the richer experiences that digital media offers.”

QUICK STATS Portal Collaboration: • 58% of brands advertised on WebMD, Everyday Health or About.com Health in February 2010

Medical, Marketing & Media

• 42% of brands had a noticeable presence on WebMD • 47% of brands had a noticeable presence on Everyday Health • 13% of brands had a noticeable presence on About.com Health • All Psychiatry and Rheumatology brands were visible on top health portals

www.webmd.com www.qualityhealth.com

FINDINGS

QUICK STATS

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 sixweek 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 compliance. 6

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.

Epsilon

Lescol XL email

Humira email

Pristiq email

FINDINGS

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 provides information about symptoms, drugs, and first aid. Apps are common for disease state management for conditions such as smoking cessation, insomnia, allergies, rheumatology, and cardiovascular disease.

NOTABLE DISEASE MANAGEMENT APPS MOBILE APPLICATION

Disease State

Customer Rating Comments

Chronic Pain Tracker

Rheumatology

Enhanced $5.99 version allows users to log, track, and analyze 3/5 pain and download data into PDF for healthcare provider discussion

iHeart-Pulse Reader

Cardiovascular

5/5 monitor and track their pulse

PureSleep AmbiScience

Insomnia

Live Happy

Psychiatry

3/5 track mood and exercises to

Quitter

Smoking Cessation

3/5 smoke-free days and cost

Pink Reminder

Women’s Health

3/5

$4.99 app allows users to over time

$0.99 app offers customizable

3.5/5 audio programs to promote sleep

$0.99 app provides tools to promote happiness

Free app tracks number of savings

$0.99 app reminds users to take medication

QUICK STATS Mobile: •

Merck and Sanofi-Aventis are the only pharmaceutical parent companies with iPhone apps. No brands have iPhone apps

i-Heart Pulse Reader App ThePill.com App Livehappy.com App

FINDINGS

SELECTED HEALTH PORTALS

PORTAL

Description 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.

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.

Unique Monthly Visitors

(millions)

Advertising Brands include

Key Advertising Tools

17.4 • Banner ads

Chantix Cymbalta

• Sponsored editorial

Enbrel

• Sponsored “health checks”

NuvaRing

• Technology superior to other sites

Viagra

6.4 • Banner ads with flash and video

Abilify

• Sponsored editorial

Chantix

• Custom email campaigns

Lipitor Orencia

Community section incorporates 2.0 tools, including blogs, personal profiles, and photos, to promote interaction among site visitors.

Plavix Seroquel Viagra Vytorin

Content organized by condition centers with information on the condition, symptoms, treatment options, and support resources.

No • Banner ads data • Video ads

Kapidex Seasonique

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. Offers news, videos, tips, drug guides, and interactive health tools across a number of disease-specific categories.

Cymbalta

Zetia

6.3 • Banner ads • Video ads

Cialis Lunesta NuvaRing

Social media tools are integrated to promote community, and offer condition-specific groups, message boards, and expert advice blogs.

Pristiq

Editorial content and videos often courtesy of third-party health content providers. Provides educational health content across more than 45 disease categories, with information on causes, symptoms, 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.

Features informative health and fitness content, interactive 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 treatment options. Partners with third-party content providers.

2.9 • Banner ads with flash

Cymbalta

• Video ads

Kapidex

• Sponsorship of health centers

Vytorin

• Sponsored editorial

2.8 • Banner ads with flash

Chantix

• Video features

Enbrel Lipitor Lyrica NuvaRing Pristiq Viagra

FINDINGS

Social Networking Only 19% of pharmaceutical brands are on at least one major social media platform: Facebook, YouTube, or Twitter. Standouts Gardasil and Nexium maintain pages with rich media content and have attracted thousands of fans despite prohibiting wall postings to avoid adverse-event reporting. On Twitter, the Purple Pill listens to customers and direct messages an 800 number in response to tweets about the drug. The only other brand active 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

company channels (Ambien and Toprol-XL). Videos range from offering 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.

QUICK STATS

On the flip side, parent company social media adoption tops 80%. The disparity in participation between 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 platforms. Its YouTube channel features videos ranging from patient testi-

•

Gardasil Facebook

Social Media: • 48% of parent companies have a presence on Facebook • 28% of branded sites have Facebook as a top-5 referral site • Facebook is a top-5 referral site for all Women’s Health brands 60% of parent companies have a presence on Twitter, with an average growth in followers of 31% from February to March 2010

• 36% of parent companies have a presence on YouTube •

According to Manhattan Research, almost 50% of consumers seeking health information watched health videos online in 2009

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 interesting 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.

Yaz YouTube

As social media platforms experience double- and triple-digit user growth, the pharmaceutical industry is missing a key opportunity to connect with consumers. According to Manhattan Research, more than 80 million Americans use social media for health-related issues. Brands often

FINDINGS

cite regulations about adverse-event reporting as the reason for their hesitation to embrace social media. Yet, a November 2009 Nielsen study found that only one in 500 online postings, or 0.2%, incorporate the criteria required for adverse-event reporting. Third-party patient communities are proliferating, like PatientsLikeMe, with over 50,000 members, but they seldom offer brand advertising. Consumer 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 communities. Well-known destination sites are also strong on Twitter, Facebook, and YouTube: LIVESTRONG’s CEO tweets, retweets, and direct messages 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

FINDINGS

TOP PARENT COMPANY TWITTER EFFORTS Total Tweets Tweet Re** Growth* tweets? Comments

Followers

Follower Growth*

pfizer_news

5,146

14.1%

11.2%

Mostly PR, some pharmaceutical news and links to blogs and social media news

Novartis

4,652

150

4.2%

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

254

13.9%

Links to GSK blog posts, news, other links; glaxosmithkline also appears to be occupied by company, but no tweets

Johnson & Johnson

JNJComm

3,201

744

7.2%

Highly personalized content; retweets and converses; provides color on industry and more general news

Roche

Roche.com

3,193

661

7.1%

Conversations and news about company

Genentech

genentechnews

2,754

6.6%

11.0%

PR news, information, links; brand also occupies genentech handle but no tweets

Amgen

2,124

8.4%

101

4.1%

Corporate PR and financial news

Sanofi-Aventis

Durbaniak

1,677

1,484

Vice president for innovation tweets about pharmaceutical social media

AstraZeneca

1,287

17.4%

107

16.%

PR information, including comments from CEO

Sanofi-Aventis

sanofiaventisTV

924

6.3%

132

6.5%

French-language handle

Bristol-Myers Squibb

bmsnews

785

31.5%

Mostly business news. First tweet March 1, 2010

Merck

merckcareers1

669

8.6%

1,056

10.0%

Posts job openings. Company also appears to occupy Merck handle but account is protected

Bayer

BayerHealthCare

556

143.9%

German and English bilingual account tweets news

AstraZeneca

AstraZenecaJobs

481

12.4%

888

13.6%

Tweets about available jobs

Genzyme

genzymecorp

397

26.0%

0.0%

No content; unsure if official

Pfizer

RayKerins

362

3.3%

Retweets Pfizer content and other pharmaceutical posts. Updates about FDA approvals and other industry news

Lilly

Eli Lilly

205

9.6%

0.0%

No content; unsure if official

Novartis

NVSOncoCareers

128

141.7%

Links to job postings

Amgen

AmgenFoundation

103.3%

First tweet late February about Amgenâ&#x20AC;&#x2122;s foundation and philanthropic efforts

Galaderma

galaderma

18.8%

0.0%

No content; unsure if official

Company

Twitter

Pfizer

* February-March 2010

ÂŠ L2 2010

** As of March 2010

FINDINGS

TOP PARENT COMPANY FACEBOOK EFFORTS

Company

Facebook Page Name

Novartis

Fans Comments 3,615 Active fan wall engagement and photo uploads, including from employees and bloggers, a few links from company

Pfizer

3,344 Launched in late February, offers links to news, corporate info (annual report,

Pfizer

corporate social responsibility initiatives), Twitter, blogs, company posts, links, and videos on various topics GlaxoSmithKline

2,739 PR communications from company, fan engagement in postings, unmoderated

GlaxoSmithKline

discussion board Johnson & Johnson Network

2,471 Links to news, history, stories, videos of patients, and caregiver stories about various

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,

Johnson & Johnson

conditions

and forum for moderated discussion, although no fan engagement

TOP PARENT COMPANY YOUTUBE EFFORTS

Company

YouTube Channel

Johnson & Johnson

Johnson & Johnson Health Channel

Total Views** 174,510

Viewer Growth* Comments 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

AstraZeneca

AstraZenecaPharma

11,815

3.4% General PR content from GSK ND Video response to Men’s Health article that include two AstraZeneca 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

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

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

AstraZeneca

AZ Business Channel

774

17.5% Videos about innovative company efforts ND Interviews with management * February-March 2010

** As of March 2010

FINDINGS

ASTHMA & ALLERGY

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.

S AS

CI SO

O SE

TA L

AT F

AT F PL

F-

T EN PA R

UG DR

RY GO

CA TE

NK RA L AL ER OV

Sites in the category suffer from poor traffic, weak content, and do little to build community or prompt user action. AstraZeneca’s Symbicort is the lone bright spot, scoring IQ points for its innovative advertising presence on healthcare portal Everyday Health, and for a site that incorporates an intuitive interface with interactive disease education.

Brands in the Asthma & Allergy category demonstrate the lowest average IQ of the eight disease states.

SYMBICORT

AstraZeneca

130 Gifted

ADVAIR

GlaxoSmithKline

106 Average

SINGULAIR

Merck

105 Average

SPIRIVA

Pfizer and Boehringer Ingelheim

102 Average

NASONEX

Schering-Plough

86 Challenged

VERAMYST

GlaxoSmithKline

85 Challenged

OMNARIS

Sepracor

82 Challenged

PATANASE

Alcon

60 Feeble

PULMICORT

AstraZeneca

52 Feeble

ASTEPRO

Meda

42 Feeble

SITE CONTENT BY BRAND Enhance Brand

Building Community

Conversion Disease Education

10 5 0

BIC

M SY

AIR

G SIN

IRI

RIS

R VE

A AN PAT

L PU

TEP

>> 67% of brands in the category offer coupons for new prescriptions. <<

ASTHMA & ALLERGY

COMPARATIVE TRAFFIC

Relative Site Traffic Among Asthma & Allergy Brands Paid Search

No Paid Search

RELATIVE SITE TRAFFIC

40 30 20 10 0

NASONEX

ADVAIR

SYMBICORT

OMNARIS

ASTEPRO

VERAMYST

SPIRIVA

SINGULAIR

PULMICORT

PATANASE

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 BRAND BUZZ

Relative Volume & Sentiment of Commentary on Blogs RELATIVE VOLUME +7

BRANDED SOCIAL MEDIA PRESENCE

+5 +4 +3 +2

NASONEX

+1 Neutral

PATANASE ASTEPRO

PULMICORT

-2 -3

OMNARIS

SINGULAIR

-1

Negative

RELATIVE SENTIMENT

Positive

VERAMYST ADVAIR

SPIRIVA

-4 -5

SYMBICORT

-6

Astepro

Nasonex

Omnaris

Patanase

Pulmicort

Singulair

Spiriva Symbicort Veramyst

-7

• -

••• •

SPOTLIGHT ON SOCIAL MEDIA

MISSED OPPORTUNITY PULMICORT

Advair

KRISTIN GOELZ

Flashlight Interactive

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.

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.

>> 40% of Allergy & Asthma brands engage in paid search. <<

ASTHMA & ALLERGY

CARDIOLOGY

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 advertising both on and off consumer health portals supports Gifted brand Lipitor. Zetia, Vytorin, and Plavix also shine in the space.

CI SO

O SE

TA L

AT F

PL OF

F-

AT F PL

PA R

RY GO

CA TE

NK RA L AL ER OV

Gifted brands Crestor and Lipitor lead online category efforts with interactive, brand-enhancing sites that substantially outperform peers in the space. Although 82% of Cardiology brands engage in paid search, average traffic to branded sites was 27% below the study average, and not one cardiovascular brand has established a beachhead in social media. ToprolXL 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 prescriptions and more than half offer savings for current users.

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.

CRESTOR

AstraZeneca

137 Gifted

LIPITOR

Pfizer

124 Gifted

ZETIA

Merck

106 Average

VYTORIN

Merck

103 Average

PLAVIX

Bristol-Myers Squibb and Sanofi-Aventis

94 Average

LOVAZA

GlaxoSmithKline

88 Challenged

LESCOL XL

Schering-Plough and GlaxoSmithKline

66 Feeble

TRILIPIX

Abbott

63 Feeble

CADUET

Pfizer

63 Feeble

NIASPAN

Abbott

61 Feeble

TOPROL-XL

AstraZeneca

60 Feeble

SITE CONTENT BY BRAND Enhance Brand Building Community Conversion Disease Education

ITO

LIP

ZET

V LO

RIN

LES

AN SP

NIA

-XL OL

R OP

PIX

ILI

>> 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

FLASH OF GENIUS KRISTIN GOELZ

CRESTOR: Online Tools

Flashlight Interactive

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. <<

ÂŠ L2 2010

CARDIOLOGY

COMPARATIVE TRAFFIC

Relative Site Traffic Among Cardiology Brands Paid Search

RELATIVE SITE TRAFFIC

No Paid Search

VYTORIN

ZETIA

LIPITOR

PLAVIX

CRESTOR

TRILIPIX

NIASPAN

LOVAZA

CADUET

TOPROL-XL

LESCOL XL

MISSED OPPORTUNITY KRISTIN GOELZ

NIASPAN.COM

Flashlight Interactive

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.”

>> Niaspan’s site offers a dedicated customer service phone number available 24/7. <<

CARDIOLOGY

COMPARATIVE BRAND BUZZ

Relative Volume & Sentiment of Commentary on Blogs +7 +6 RELATIVE VOLUME

Positive

+5 +4

CRESTOR

BRANDED SOCIAL MEDIA PRESENCE

RELATIVE SENTIMENT

+2 LOVAZA

+1 Neutral

TRILIPIX

0 -1

CADUET

NIASPAN

TOPROL-XL

ZETIA

-2

Negative

-3 -4

VYTORIN PLAVIX LESCOL XL

-5

LIPITOR

-6 -7

Caduet

Crestor

Lescol XL

Lipitor

Lovaza

Niaspan

Plavix

Vytorin

Zetia

Toprol-XL

Trilipix

• -

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.

>> Lescol XL’s site offers phone, mail, and email contact information, with a promise to return email messages within 24 hours. <<

CARDIOLOGY

GASTROINTESTINAL

Takeda’s Kapidex leads category online advertising efforts, with sponsored editorial and video content on WebMD. Along with Aciphex, Kapidex offers email communication; however, limited online advertising and a flat brand site prevents Kapidex from keeping up with digitally adept gastrointestinal peers. All brands in the category participate in paid search.

TA L

M AL

AT F

T EN

143 Genius

KAPIDEX

Takeda

110 Gifted

ACIPHEX

Elsai & OrthoMcNeil-Janssen (PriCara)

GI DI

O SE

AstraZeneca

F-

NEXIUM

PA R

CA TE

AT F

RA RY

RA L AL ER

98 Average

SITE CONTENT BY BRAND 15

Enhance Brand

Building Community

Conversion

Disease Education

3 0

XIU

PID

IPH

COMPARATIVE TRAFFIC

Relative Site Traffic Among Gastrointestinal Brands

60 50

Paid Search

RELATIVE SITE TRAFFIC

The Nexium site possesses an intuitive user interface and practical lifestyle tools for managing diet, exercise, and sleep. The brand also has a prominent advertising presence on healthcare portals including WebMD and Everyday Health.

AstraZeneca’s purple pill stood out as an industry leader with the toptrafficked site and is the only brand with both a Twitter and Facebook presence, the latter offering an interactive poll and links to coupons.

Genius Nexium leads the small but relatively strong Gastrointestinal category.

No Paid Search

30 20 10 0

NEXIUM

KAPIDEX

ACIPHEX

>> Aciphex leads Gastrointestinal brands in mentions on blogs and online comments. <<

GASTROINTESTINAL

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

COMPARATIVE BRAND BUZZ

Relative Volume & Sentiment of Commentary on Blogs +7

RELATIVE VOLUME

+4 +3 +2 +1

Neutral

0 -1

NEXIUM

-2 Negative

RELATIVE SENTIMENT

Positive

-3 -4 -5

KAPIDEX

BRANDED SOCIAL MEDIA PRESENCE

-6 -7 -8 -9

ACIPHEX

Aciphex

Kapidex

Nexium

-10

••

SPOTLIGHT ON SOCIAL MEDIA Nexium is the only gastrointestinal brand with a presence on both Facebook and Twitter. With more than 2,000 fans, Nexium’s Facebook page promotes purplepill.com’s health tools, patient success stories, and FAQs. The page features moderated discussions, user polls, and links to a printable savings card. Nexium’s Twitter handle has 152 followers and grew by almost one third month-on-month from February to March 2010. In addition, the AZhelps handle, maintained by parent company AstraZeneca, responds to comments and complaints about Nexium via direct messages and offers a toll-free number for users to follow up.

>> Nexium is the only brand in this category with an unbranded disease education site with a separate URL: www.gerd.com. <<

GASTROINTESTINAL

NEUROLOGY IA

TA L

M AL

AT F

T EN

140 Genius

LUNESTA

Sepracor

126 Gifted

AMBIEN CR

Sanofi-Aventis

118 Gifted

O SE

Pfizer

CHANTIX

F-

PA R

AT F

RA RY

RA L AL ER

CA TE

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.

Pfizer’s smoking cessation drug, Chantix, earns a spot in the Genius ranks boasting an intuitive, customeroriented site and a sponsored resource center on WebMD.

The small Neurology category features three of the most ubiquitous pharmaceutical brands and some of the strongest digital innovation in the industry.

SITE CONTENT BY BRAND 15

Enhance Brand

Although Ambien CR finished below its sleep-aid rival, its site is a delight, with playful videos that explore the embarrassing outcomes of sleep deprivation. 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.

Building Community

Conversion

Disease Education

3 0

BIE

TIX

N LU

COMPARATIVE TRAFFIC

Relative Site Traffic Among Neurology Brands Paid Search No Paid Search

RELATIVE SITE TRAFFIC

80 70 60 50 40 30 20 10 0

CHANTIX

LUNESTA

AMBIEN CR

>> All Neurology brands engage in paid search. <<

NEUROLOGY

FLASH OF GENIUS CHANTIX: Online Advertising

KRISTIN GOELZ

Flashlight Interactive

The Pfizer superstar stands out for its widespread and innovative online advertising 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 smoking 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

COMPARATIVE BRAND BUZZ

Relative Volume & Sentiment of Commentary on Blogs +7

Positive

+6 +5

RELATIVE VOLUME

LUNESTA

+2 +1 Neutral

0 -1

BRANDED SOCIAL MEDIA PRESENCE

CHANTIX

-2 Negative

RELATIVE SENTIMENT

-3 -4 -5 AMBIEN CR

-6

Ambien CR

Chantix

Lunesta

-7

• • -

SPOTLIGHT ON SOCIAL MEDIA Both major insomnia brands have a social media presence: Lunesta hosts a dedicated YouTube channel, 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 Neurology brands in mentions on online blogs and comments.

>> 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

PSYCHIATRY

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 because 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 conversion 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.

TA L

AT F PL

AT F

124 Gifted

CYMBALTA

Lilly

113 Gifted

ABILIFY

Bristol-Myers Squibb

111 Gifted

PRISTIQ

Pfizer

O SE

AstraZeneca

SEROQUEL

F-

PA R

CA TE

NK RA L AL ER

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.

Psychiatry’s strength as a category is in off-platform messaging, and most brands advertise on top consumer health portals and other digital properties.

71 Challenged

SITE CONTENT BY BRAND Enhance Brand

Building Community

Conversion

Disease Education

6 3 0

ILI

A ALT

IST

SPOTLIGHT ON SOCIAL MEDIA None of the Psychiatry brands currently participate in social media. Cymbalta, Abilify, and Seroquel all earn high blog buzz scores with content ranging from brand news and discussions of efficacy to side effects and compliance.

>> Seroquel and Cymbalta are the only Psychiatry brands with unbranded disease education sites. <<

PSYCHIATRY

COMPARATIVE TRAFFIC

Relative Site Traffic Among Psychiatry Brands Paid Search No Paid Search

RELATIVE SITE TRAFFIC

80 70 60 50 40 30 20 10 0

ABILIFY

CYMBALTA

SEROQUEL

PRISTIQ

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 interpersonal relationships and provide disease information.

>> Cymbalta’s site had over 130,000 unique visitors in February 2010. <<

PSYCHIATRY

COMPARATIVE BRAND BUZZ

Relative Volume & Sentiment of Commentary on Blogs +7 +6 SEROQUEL

RELATIVE VOLUME

+4 +3 +2 +1

Neutral

0 -1

ABILIFY CYMBALTA

BRANDED SOCIAL MEDIA PRESENCE

-2 -3

Negative

RELATIVE SENTIMENT

Positive

-4 -5 -6 -7

PRISTIQ

Abilify

Cymbalta

Pristiq

Seroquel

>> Pristiq’s “A New Day” program offers emails and content-by-mail to support drug compliance. <<

PSYCHIATRY

RHEUMATOLOGY IA

ED AL

111 Gifted

SYNVISC

Genzyme

107 Average

CELEBREX

Pfizer

100 Average

RITUXAN

Biogen and Genetech

94 Average

HUMIRA

Abbott

93 Average

ENBREL

Amgen and Wyeth

92 Average

LYRICA

Pfizer

84 Challenged

GI DI

O SE

F-

Bristol-Myers Squibb

SITE CONTENT BY BRAND Enhance Brand Building Community

Conversion

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.

TA L

AT F

ORENCIA

PA R

RY GO

CA TE

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.

SPOTLIGHT ON SOCIAL MEDIA

NK RA L AL ER

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, Enbrel, and Lyrica also boast a strong advertising presence on health portals. Lyrica, which received multiindication 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.

Rheumatology brand efforts are functional yet predictable and stifled by limited risk-taking.

Disease Education

9 6 3 0

ISC

CIA

RIT

LEB

ICA

LYR

>> Lyrica leads all Rheumatology brands in traffic, with more than 165,000 unique visitors per month. <<

RHEUMATOLOGY

COMPARATIVE TRAFFIC

Relative Site Traffic Among Rheumatology Brands Paid Search

No Paid Search

RELATIVE SITE TRAFFIC

40 30 20 10 0

LYRICA

CELEBREX

ENBREL

SYNVISC

ORENCIA

HUMIRA

RITUXAN

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 accompanied 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 BRAND BUZZ

Relative Volume & Sentiment of Commentary on Blogs +7 +6 SYNVISC

RELATIVE VOLUME

+4 ORENCIA

BRANDED SOCIAL MEDIA PRESENCE

+2 +1 Neutral

CELEBREX

0 -1

RITUXAN LYRICA

-2 -3

Negative

RELATIVE SENTIMENT

Positive

ENBREL

-4 -5 -6 -7

HUMIRA

Celebrex

Enbrel

Humira

Lyrica

Orencia

Rituxan

Synvisc

MISSED OPPORTUNITY LYRICA

KRISTIN GOELZ

Flashlight Interactive

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.

>> 85% of Rheumatology brands offer email marketing programs; 65% of which include clear calls to action in email. <<

ÂŠ L2 2010

RHEUMATOLOGY

UROLOGY

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 supplements its Is It LowT? campaign. Challenged brands Avodart and Flomax struggle to overcome their outdated sites.

TA L

AT F

149 Genius

LEVITRA

Novartis

121 Gifted

CIALIS

Eli Lilly

100 Average

ANDROGEL

Solvay

92 Average

AVODART

GlaxoSmithKline

86 Challenged

FLOMAX

Astellas and Boehringer Ingelheim

71 Challenged

O SE

Pfizer

VIAGRA

F-

PA R

AT F

RY UG DR

NK RA L AL ER

CA TE

Genius Viagra offers quality and consistency across platforms and boasts a dominant online advertising 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.

Most brand sites introduce conversion 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.

Digital aptitude varies significantly across the heavily marketed Urology category.

SITE CONTENT BY BRAND Enhance Brand

Building Community

Conversion Disease Education

10 5 0

VIA

D AN

ITR

LEV

LIS

CIA

FLO

>> Viagra’s site was second only to Nexium’s in unique page visitors. <<

UROLOGY

COMPARATIVE TRAFFIC

Relative Site Traffic Among Urology Brands Paid Search No Paid Search

RELATIVE SITE TRAFFIC

80 70 60 50 40 30 20 10 0

VIAGRA

CIALIS

LEVITRA

AVODART

FLOMAX

ANDROGEL

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, including a simulated patient-doctor conversation. Viagra’s video content packages information 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 BRAND BUZZ

Relative Volume & Sentiment of Commentary on Blogs +7

VIAGRA

LEVITRA

RELATIVE VOLUME

+4 +3 +2

BRANDED SOCIAL MEDIA PRESENCE

+1 Neutral

FLOMAX

CIALIS

-1 -2 Negative

RELATIVE SENTIMENT

Positive

-3 -4 -5 -6 -7

ANDROGEL AVODART

AndroGel

Flomax

Levitra

Viagra

Avodart Cialis

•

• -

SPOTLIGHT ON SOCIAL MEDIA LEVITRA: In Bed Campaign Buzz on blogs is a categorywide strength for Urology brands, but Levitra’s multichannel In Bed campaign is a standout industry success on YouTube. Although a disclaimer indicates that the content is intended for audiences outside the U.S. and the U.K., two brand channels feature videos from the campaign. With more than 135,000 views, the Inbedstory channel unspools a series of nine short episodes following the disease awareness and treatment process of an “ordinary bloke” who suffers from erectile dysfunction (ED). A second channel, Inbeddr, with almost 2,000 views, offers educational content on ED with 60 videos featuring advice from a doctor.

>> Cialis, Viagra, and Levitra are the top three brands generating blog postings and comments in the study. <<

UROLOGY

WOMEN’S HEALTH

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.

ED AL

TA L

AT F PL

AT F

137 Gifted

GARDASIL

Merck

131 Gifted

YAZ

Bayer

131 Gifted

NUVARING

Merck

130 Gifted

SEASONIQUE

Teva (through Duramed)

120 Gifted

PLAN B

Teva (through Duramed)

102 Average

MIRENA

Bayer

92 Average

GI DI

O SE

Ortho-McNeil Janssen

ORTHO TRI-CYCLEN LO

F-

PA R

NK RA L AL ER

CA TE

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 TriCyclen 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-sponsored station on music site Pandora and Seasonique’s interactive “Plan Your Period” calendar that integrates with Microsoft Outlook.

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.

With four brands in the study’s top 10, the Women’s Health category pushes the online envelope, and it pays dividends.

SITE CONTENT BY BRAND Enhance Brand

Building Community

Conversion Disease Education

10 5 0

L YC I-C

Z YA S

IQU

S EA

RIN

>> 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. <<

WOMEN’S HEALTH

COMPARATIVE TRAFFIC

Relative Site Traffic Among Women’s Health Brands Paid Search No Paid Search

RELATIVE SITE TRAFFIC

40 35 30 25 20 15 10 5 0

NUVARING

MIRENA

PLAN B

GARDASIL

SEASONIQUE

ORTHO TRI-CYCLEN LO

YAZ

FLASH OF GENIUS GARDASIL.COM

KRISTIN GOELZ

Flashlight Interactive

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 viewers to “spread the word” by creating T-shirts, downloading banners for a blog, and engaging in social networking. Parents can read the facts about cervical cancer and hear how other mothers and fathers came to their decision to vaccinate.

ORTHO TRI-CYCLEN LO: ThePill.com ThePill.com’s Q&A approach delivers a usercentric experience. It empowers and informs users, giving them the feeling that they are in control. The “clip it” program is a great example of the customizable nature of the site, which successfully provides a web 2.0 experience 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. <<

WOMEN’S HEALTH

COMPARATIVE BRAND BUZZ

Relative Volume & Sentiment of Commentary on Blogs +24 +22 PLAN B

RELATIVE VOLUME

+18 +16 +14 +12

Neutral

BRANDED SOCIAL MEDIA PRESENCE

+10 +8 +6

Negative

RELATIVE SENTIMENT

Positive

+20

Gardasil

Mirena

0 -2

YAZ

NuvaRing

GARDASIL

MIRENA

NUVARING

-4

SEASONIQUE

ORTHO TRI-CYCLEN

Ortho Tri-Cyclen Lo

-6

Plan B

-8

Seasonique

-10

•

Yaz

• • • ••

- - -

SPOTLIGHT ON SOCIAL MEDIA The Women’s Health category takes more social media strides than other observed disease states. Ortho Tri-Cylen Lo leveraged social media platforms to publicize its “It Girls Essentials” contest from 2008 to 2009. The brand hosted a contest to select It Girls, as judged by their commitment 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.

>> NuvaRing and Gardasil top category SEO efforts with aggressive paid search campaigns and strong visibility. <<

WOMEN’S HEALTH

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 Business 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 accomplishments 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 management, and renewable energy economics for professional firms and academic institutions. Maureen has a BA in human biology 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 Washington, 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 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 BA in economics and journalism from the University of Connecticut 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 JPMorgan 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 Earnings 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 University and an MBA from the NYU Stern School of Business.

TEAM

25 50

STEPHEN SHARMA

KRISSY GOELZ

Researcher

Co-Director, Flashlight Interactive

Stephen’s career began at the UCD Michael Smurfit Graduate Business School in Europe where he assisted in the professional 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, achieving first class honors at both.

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 Genentech, Pfizer, Endo, and Johnson & Johnson.

PHARMA DIGITAL IQ ADVISORS

Before launching Flashlight Interactive, Krissy was the lead client 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 Accel 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

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 Business. 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 Latecomers 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.

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 working 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, supervising 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.

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.

TEAM

26 51

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