Digital iq pharma

PHARMA
Ranking the digital competence of
pharmaceutical brands

MAY 2010

Prepared By: Industry Partner:

A THINK TANK
for PRESTIGE BRANDS
PHD Media

© L2 2010

I. INTRODUCTION .......................................... 3

II. METHODOLOGY .......................................... 4

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

IV. DISCOVERIES ............................................ 9

V. FINDINGS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

VI. OBSERVATIONS by disease state . . . . . . . . . . . . . . . . . . . . . . . . 25
ASTHMA & ALLERGY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
CARDIOLOGY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
GASTROINTESTINAL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32
NEUROLOGY. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35
PSYCHIATRY. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38
RHEUMATOLOGY. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41
UROLOGY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44
WOMEN’S HEALTH . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47

VII. TEAM . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50

© L2 2010 2

INTRODUCTION
The Killer App tion with highly trafficked health portals, and forays onto
Facebook and YouTube put brands like Gardasil and
The killer online app isn’t porn or social media, but med-
Viagra at the top of our ranking. However, the industry
ical advice. Arguably, no medium has so much influence
as a whole disappoints, as most brands offer obsolete
over so much spending—one sixth of the nation’s GDP .
technology, anemic site content, lack of search optimiza-
In 2009, the number of Americans seeking pharmaceuti-
tion, and scant social media programs. In sum, there are
cal information online reached 102 million1. Pharmaceu-
millions of unregulated conversations taking place online
tical companies continue to search for a voice that can
regarding prescription drugs, but the voice of the phar-
rise above the digital cacophony. Although the emerg-
maceutical companies is largely absent.
ing direct-to-consumer relationship on the web allows
for robust patient discovery and education, the online
Our thesis is that digital aptitude will be a defining compe-
efforts have experienced fits and starts because the
tence that separates winners from losers in a medium too
ambiguous regulatory environment leaves pharmaceuti-
powerful to ignore. Key to managing and developing apti-
cal brands paralyzed.
tude is an actionable metric. This study quantifies the U.S.
digital competence of 51 pharmaceutical brands across
The Innovator's Dilemma
eight disease states and ranks them by their Digital IQ™.
The Food and Drug Administration’s Division of Drug Our aim is to provide a robust tool to diagnose a brand's
Marketing, Advertising, and Communications (DDMAC) digital strengths and weaknesses relative to its peers to
has expanded under the Obama Administration. As achieve greater return on incremental investment.
digital accelerates in new directions—mobile, geo-
targeting, and healthcare information technology—the As in each L2 study, we brought in experts from aca-
uncertainty surrounding regulation threatens to ham- demia and industry to provide color and commentary
string pharmaceutical companies and shift power to on our findings. We were fortunate in this study to have
third-party portals and content sites. Brand managers insight from Peter Golder, professor of marketing at Dart-
are faced with a decision: take an aggressive approach mouth's Tuck School of Business on innovation, Scott
and face possible regulatory wrath, or wait and lose Hagedorn, U.S. CEO of PHD Media, on media trends in
ground to more innovative, risk-tolerant peers who are the industry, and Kristen Goelz of Flashlight interactive
garnering skills, fans, and followers. When it comes to on web site messaging.
marketing and regulation, it may be heads the digital
media win and tails digital wins again.

Despite the uncertain regulatory environment, some
Scott Galloway
companies are innovating online and building a founda-
Clinical Associate Professor, NYU Stern
tion for digital growth in anticipation of an unshackling.
Founder, L2 (LuxuryLab)
Robust branded sites, visibility in search, collabora-

1
Manhattan Research

© L2 2010 INTRODUCTION 3

METHODOLOGY
PLATFORM - 40%
Site Effectiveness: Reinforcement of core brand • BRAND TRANSLATION
associations and values through aesthetics and • Aesthetics and Messaging
interactivity. Also includes technology incorporation, • Interactivity
navigation, consumer funnels, relevant content, and • SITE ELEMENTS
customer service. • Technology Integration
• User Interface
• Customer Service
• Content: Disease Education, Conversion,
Community Content

OFF-PLATFORM MESSAGING - 25%
Digital Marketing Efforts: Online advertising on and • PORTAL AND OTHER ONLINE ADVERTISING
off consumer healthcare portals, mobile compatibility, • MOBILE
email marketing, and other messaging. • EMAIL MARKETING

SEARCH ENGINE OPTIMIZATION (SEO) - 20%
Visibility: Organic and paid search visibility on • TRAFFIC
popular search engines. • KEYWORDS
• WEB AUTHORITY
• SEARCH ARCHITECTURE

SOCIAL MEDIA - 15%
Social Media Presence: Following, content, and influ- • FACEBOOK
ence on major social media platforms, and buzz on • TWITTER
blogs and other web 2.0 forums. • YOUTUBE
• USER-GENERATED CONTENT

© L2 2010 METHODOLOGY 4

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.

© L2 2010 RESULTS: the rankings 5

PHARMACEUTICAL BRANDS RANKED BY DIGITAL IQ SCORE

Rank Brand Parent Disease State IQ Label Comments

1 VIAGRA Pfizer Urology 149 Genius Site tech and interactivity are industry standouts; brand
leverages iconic name in search and online buzz

2 NEXIUM AstraZeneca Gastrointestinal 143 Genius This social media maven offers best-in-class lifestyle
support tools, including online access to dieticians

3 CHANTIX Pfizer Neurology 140 Genius Connects digitally with consumers both on and off site with
(Smoking Cessation) email, short messaging service, and a dominant presence on
health portals

4 ORTHO TRI- Ortho-McNeil Women’s Health 137 Gifted Top in the competitive Women’s Health category; brand
CYCLEN LO Janssen (Birth Control) boasts interactive tools and desktop reminders

5 CRESTOR AstraZeneca Cardiology 135 Gifted Strong onsite tech integration and activity on portals and
blogs elevates top brand in disappointing cardio category

6 GARDASIL Merck Women’s Health 131 Gifted Rallies community online with pioneering Facebook
(Infectious Disease) page and strength in search

6 YAZ Bayer Women’s Health 131 Gifted YAZXpress site offers interactive community content;
(Birth Control) brand also connects with users in mobile and email

8 SYMBICORT AstraZeneca Asthma & Allergy 130 Gifted Interactive video journey customizes site for best-in-
category user experience

8 NUVARING Merck Women’s Health 130 Gifted Brand boasts innovative web advertising and strength
(Birth Control) in search

10 LUNESTA Sepracor Neurology 126 Gifted A YouTube channel coupled with strong off-platform
(Insomnia) efforts keeps brand awake online.

11 SEROQUEL AstraZeneca Psychiatry 124 Gifted Site provides strong educational content and
community information

12 LIPITOR Pfizer Cardiology 121 Gifted Site branding and online advertising form the pulse of
this brand’s digital efforts

12 LEVITRA Novartis Urology 121 Gifted Humorous multichannel In Bed video campaign
generates online buzz

14 SEASONIQUE Teva Women’s Health 120 Gifted Brand understands how to integrate digital content and
(through Duramed) (Birth Control) user behavior

15 AMBIEN CR Sanofi-Aventis Neurology 118 Gifted Site highlight is a downloadable tool that tracks and
(Insomnia) analyzes sleep patterns

16 CYMBALTA Eli Lilly Psychiatry 113 Gifted Strong visibility on WebMD portal

17 ORENCIA Bristol-Myers Squibb Rheumatology 111 Gifted Strong presence on health portals

17 ABILIFY Bristol-Myers Squibb Psychiatry 111 Gifted Impressive site funneling and substantial traffic raise
brand’s profile

19 KAPIDEX Takeda Gastrointestinal 110 Gifted Strong branding and video content differentiate site

20 SYNVISC Genzyme Rheumatology 107 Average Search architecture and informative videos are brand
strengths


Rank Brand Parent Disease State IQ Label Comments

21 ADVAIR GlaxoSmithKline Asthma & Allergy 106 Average Asthma.com unbranded site incorporates education
and technology

22 SINGULAIR Merck Asthma & Allergy 105 Average Site aesthetics, disease education and flash features
are strengths; some presence on health portals

23 ZETIA Merck Cardiology 104 Average Presence on health portals and brand translation on site
give IQ a boost

24 PLAN B Teva Women’s Health 102 Average Site offers eligibility calculator and find-a-pharmacist
(through Duramed) (Birth Control) feature

24 SPIRIVA Pfizer and Asthma & Allergy 102 Average Multichannel disease awareness campaign tests the
Boehringer Ingelheim waters on Twitter

26 VYTORIN Merck Cardiology 101 Average Strong site disease education and presence on top
portals, but crippled by poor visibility

27 CIALIS Eli Lilly Urology 100 Average Although SEO is strong, customer relationship
management program that directs users to PO Box
shows digital failings

27 CELEBREX Pfizer Rheumatology 100 Average Status quo online advertising keeps this brand average

29 ACIPHEX Elsai and Ortho- Gastrointestinal 98 Average Playful animation on site and strong keyword visibility
McNeil Janssen

30 RITUXAN Biogen and Rheumatology 94 Average Site incorporates elegant flash features, but efforts in
Genentech search and online advertising get lost in the crowd

31 HUMIRA Abbott Rheumatology 93 Average MyHumira site for current brand users offers support for
patients

32 ANDROGEL Solvay Urology 92 Average The Low Testosterone Lowdown sponsored content on
WebMD has minimal visibility

32 ENBREL Amgen and Wyeth Rheumatology 92 Average Customer service standout offers find-a-doctor feature
and toll-free phone access to nurses

32 MIRENA Bayer Women’s Health 92 Average Trails strong Birth Control peers; interactive site
(Birth Control) elements are absent

32 PLAVIX Bristol-Myers Squibb Cardiology 92 Average Portal ads keep this brand in the middle of the pack
and Sanofi-Aventis

36 LOVAZA GlaxoSmithKline Cardiology 87 Challenged A strong site is brand’s only notable effort

37 AVODART GlaxoSmithKline Urology 86 Challenged Leverages GSK customer service features

37 NASONEX Schering-Plough Asthma & Allergy 86 Challenged Although “Don’t Blow It” game on Facebook
disappoints, it scores points for social media effort

39 VERAMYST GlaxoSmithKline Asthma & Allergy 85 Challenged Allergyrewards email marketing program offers savings
and tips

40 LYRICA Pfizer Rheumatology 84 Challenged Strong presence on WebMD, but site is poorly
organized to reach users interested in newly
approved Rheumatology indication


Rank Brand Parent Disease State IQ Label Description

41 OMNARIS Sepracor Asthma & Allergy 82 Challenged Robust SEO

42 FLOMAX Astellas Pharma and Urology 71 Challenged Bare bones, text-heavy site with dated technology and
Boehringer Ingelheim no call-to-action

42 PRISTIQ Pfizer Psychiatry 71 Challenged A New Day patient support program has email
marketing component; site is repurposed TV branding

44 LESCOL XL Novartis Cardiology 65 Feeble Obsolete site features newspaper-style cartoons

45 TRILIPIX Abbott Cardiology 63 Feeble Anemic site content, but ad presence includes spots
on Hulu

46 CADUET Pfizer Cardiology 62 Feeble PDF downloads abound on this brand’s dated site

47 NIASPAN Abbott Cardiology 61 Feeble Brand fails to be brought to life on site and limited web
advertising

48 PATANASE Alcon Asthma & Allergy 60 Feeble Worst in search; find-a-doctor feature is strongest
element of site

49 TOPROL-XL AstraZeneca Cardiology 59 Feeble Mention on AstraZeneca’a YouTube channel is this brand’s
lone social media effort

50 PULMICORT AstraZeneca Asthma & Allergy 52 Feeble Brand does little digitally beyond light display advertising

51 ASTEPRO Meda Asthma & Allergy 42 Feeble Miserable web site and absence from other digital media


DISCOVERIES
The Tipping Point PETER
Consumer appetite for digital health content is voracious and grow- GOLDER
ing: the number of Americans accessing health information online is Tuck School of
up 159% from 20041. Health portals including WebMD, Everyday Health, Business at
Dartmouth
and About.com Health attract millions of unique visitors. In addition, traffic to
branded pharmaceutical sites increased 82% last year, suggesting brands “Companies must
have a legitimate role in the online conversation. Disparity in the quality of the move beyond a DTC mentality and
digital content produced by pharmaceutical brands leads discriminating con- adopt a DFC mentality (i.e., direct
sumers to vote with their browsers. While brands categorized as Genius or from company). Instead of companies
Gifted experienced average traffic growth of 175% from March 2009 to March pushing information to customers,
2010, 40% of the brands in the study realized negative traffic growth. customers will pull information from
the company. An even better approach
is DFC + P2P, direct from company
Anti-Social Pharma plus peer-to-peer redistribution.”

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 SCOTT
pharmaceutical brands maintain a presence on at least one site. Parent com-
HAGEDORN
PHD Media
pany efforts lack sophistication, offering little more than glorified PR content
and one-sided conversations. As a result, they have attracted few followers.
Bright spots include Johnson & Johnson’s YouTube channel, viewed more “We often get
than 1.6 million times, and Merck’s Gardasil human papillomavirus (HPV) asked if social activation should play
awareness Facebook page, with more than 100,000 fans. Patient demand for a role in brand efforts. Our advice
online networking opportunities has been validated by the emergence and is that it isn’t a matter of ‘if’, it’s a
growth of condition-specific patient networking sites such as PatientsLikeMe, matter of ‘when’. It comes down to
which doubled subscribers from December 2008 to December 2009, Juvena- mapping the brand introduction time-
tion, and Bayer’s MS-Gateway. line and knowing when to use social
and when not to in order to increase
impact while also mitigating risk.”
1
Manhattan Research

© L2 2010 DISCOVERIES 9

Learn by Doing Deserted Islands (Visibility)
Brands with a higher Digital IQ demonstrate more After the FDA submitted warning letters regarding
risk tolerance when approaching digital marketing. paid search to more than 40 pharmaceutical brands
Based on an assessment of regulatory compliance on in April 2009, most suspended search engine mar-
branded sites, brands ranked Average and below err keting. Although paid search has rebounded, and 70%
on the side of caution regarding FDA Web guidelines of brands currently purchase search terms, many brand-
while brands ranked Genius and Gifted employ broader ed sites are not optimized for organic search. As a result,
interpretations. Genius and Gifted brands have greater site visibility on major search engines for upper-funnel
social media penetration: 37% are present on at least disease-relevant terms lags that of such popular health
one platform, compared with 9% for Average and below portals as WebMD, Yahoo! Health, and HealthCentral.
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.

SOCIAL MEDIA PENETRATION Brands

Brands vs. Parent Companies Parent Companies

YouTube

Facebook

Twitter

0% 10% 20% 30% 40% 50% 60% 70%

HEALTH PORTAL AND BRANDED-SITE TRAFFIC Health Portals

Monthly Unique Visitors to Health Portals and Branded Sites Branded Sites

20,000
18,000
Monthly Unique Visitors (thousands)

16,000
14,000
March 2010

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

D LTH H ES H E E NG AL M CIA RA FY A
BM EA ALT AD ALT AL
AG LIN RO TR XIU EN VIT ILI GR
WE YH ! HE GR Y HE RE LTH ST EN NE OR LE AB VIA
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EV


Innovation Silos SCOTT PETER
The average dispersion in brand- HAGEDORN GOLDER
level Digital IQ among pharma- PHD Media Tuck School
of Business at
ceutical companies with more
Dartmouth
than one product in the study is
40 points. This large spread high- “Pharma is one “The results of
lights a silo mentality—digital com- of the few remaining categories with the Digital IQ studies present
petence within large companies sits this level of disparity around ide- companies with the triple threat of
isolated, with minimal shared learn- ation. It is hard for vertical teams innovation. First, with incremental
ing among brands. Although some structured around specific brands to innovation, companies can upgrade
companies leverage small econo- share best practices with other brand each of their own web sites to match
mies of scale (e.g., AstraZeneca teams. It is up to the agencies that internal best practices. Second,
sites are sometimes templated, and touch multiple brands to step up and through radical innovation, com-
GlaxoSmithKline sites offer universal help replicate innovative best practices panies can adopt and improve upon
customer service tools), digital efforts across the client brand verticals.” industrywide best practices. Third,
appear largely uncoordinated. The for truly breakthrough innovations,
lone exception is in social media, companies can look to unrelated in-
which is primarily deployed at the dustries for inspiration in developing
parent company level with little completely new approaches to digital
brand-level integration. communication.”

DIGITAL IQ DISPERSION

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

Viagra
GENIUS
Nexium
Chantix
140
Crestor
Gardasil Yaz

Symbicor t NuvaRing Lunesta
GIFTED Lipitor Seroquel
Ambien CR
Cymbalta
114
112
110
Singulair Advair
107 106
104 Zetia 104 105
AVERAGE Vytorin
Celebrex Cialis
Humira
90
91
Lovaza Plavix * Mirena
Avodar t

Lyrica Veramyst
CHALLENGED Omnaris

72
70
Pristiq
Trilipix
Toprol-XL
FEEBLE Caduet Niaspan
Pulmicor t

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* in par tnership with Bristol-Myers Squibb


Younger “Age of Onset” SCOTT
Brands Lead HAGEDORN
As one would expect, brands that market to younger consumers have PHD Media

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
“We’ve seen the
Psychiatry have worked to understand how to design informative and interac-
internet emerge as the medium all
tive web sites, incorporate community content and technology, attract users
segments of the population say they
to branded sites, and test social media. Yet, this is a case of not seeing the
could not live without. There is clear-
forest from the trees as the vast majority of prescription drugs are consumed
ly an opportunity for pharma brands
by older adults who are increasingly online— in the five-year period from 2004
marketing to a senior population to
to 2009 Internet usage increased by 55% to 17.5 million users2 for seniors.
increase their web presence.”
Furthermore, the fastest growing cohort on Facebook is boomer-age women.

2
Nielsen

DIGITAL IQ AND AGE OF ONSET

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

HPV Human Papillomavirus

GENIUS BCL Birth Control

140 PSY Psychiatry

HPV ASM Asthma & Allergy

GIFTED RHM Rheumatology
BCL
GST URL Urology

110
GST Gastrointestinal
PSY URL
AVERAGE CDV Cardiovascular
RHM

90
ASM CDV

CHALLENGED

70

FEEBLE

0 0 0 0
E2 E4 E6 E8
AG AG AG AG


Patent Cycle’s Impact AVERAGE TIME TO PATENT EXPIRY

Brands categorized as Genius
12
and Gifted have an average of
1.7 more years before patent 10
expiry than brands categorized
Average and below, suggesting 8

digital marketing is correlated

YEARS
6
with the patent cycle.
4
Pharma brands typically invest
heavily in online disease education 2
and awareness efforts before FDA
0
approval. Drugs also invest early
Genius Gifted Average Challenged Feeble
in the patent cycle, one year after
FDA approval, as they are building DIGITAL IQ

awareness for the brand. Brands
new to the market have higher Digi-
tal IQs, suggesting a greater digital
investment and focus.


FINDINGS
Platform
Branded sites inform consumers and encourage patient compliance at different PETER
stages of the disease cycle. Sites for drugs with multiple indications face the ad- GOLDER
ditional challenge of tailoring content to different conditions. Because of the variety Tuck School of
Business at
of patient audiences, clearly directing users and prospects to appropriate informa- Dartmouth
tion is the hallmark of a strong site. Among branded sites, Symbicort and Abilify's
“Quantitative
are among the best at funneling visitors by condition and stage of diagnosis.
measures are most useful for bench-
Although all sites offer basic drug information, the best include disease educa- marking and upgrading sites on
tion, like Crestor’s scientific videos, and community content, like Nexium’s site established performance criteria.
with patient success-story videos and lifestyle tools. The biggest divergence Qualitative insights are most use-
among pharmaceutical sites is in the use of technology to amplify content. ful for generating and introducing
Although strong sites offer videos and interactive features with anatomic im- entirely new performance criteria.”
ages, doctor interviews, and patient testimonials, 55% fail to incorporate flash
elements, popular for adding animation and interactivity to web content and a
barometer of web sophistication, beyond the home page. QUICK STATS
Every site aims to influence visitors to act through one or a combination of Branded Sites:
symptom assessment surveys, doctor discussion guides, coupons for a new or
• 85% offer a Doctor Discussion
continuing prescription, and tools to encourage compliance with a prescription. guide
Many of these tools are PDF documents, which in many cases is not the best
• 62% offer little or no community
way to leverage the speed and convenience of the digital medium. Exceptions content
include Spiriva and Synvisc, which offer to send assessment results via email. • 57% offer savings for first-time
CALLS TO ACTION ON BRANDED SITES prescriptions
• 47% have an unbranded site,
60%
typically devoted to disease
50% education
40% • 45% offer a compliance tool,
Frequency

such as email, text reminders, or
30%
a downloadable PDF calendar
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 14

Forty-five percent of sites offer savings
to current users, effectively diminishing
the profitability of those sales, although
there may be gains in market share
when the drug is in a head-to-head
battle with a major competitor.

The creation of unbranded education-
oriented sites is a popular technique
to market drugs before approval
by the FDA. Once a drug is FDA-
approved, the use of unbranded sites
declines. Still, 47% of brands in the
study maintain a microsite to comple-
ment their branded site’s disease
education content.

Comparatively, the unbranded site
www.symbicort.com
typically generates significantly fewer
unique visitors than a branded site,
even when offering better disease
education information and technology
integration. For example, Advair.com
has more than 16 times as many
visitors as its arguably superior un-
branded counterpart, Asthma.com.
Low traffic combined with the danger
www.viagra.com
of competitive brands benefiting from www.viagra.com
other’s unbranded efforts, calls into
question their longer-term value.

www.abilify.com


Search Engine Optimization
Search engines are the primary tool pharmaceutical paid search advertising is primarily limited to two types of ads:
consumers use to seek health infor- brand-reminder and help-seeking. Brand-reminder ads incorporate a brand’s
mation online, and search remains a name and are restricted from explaining drug treatment uses and benefits;
digital priority for most pharmaceuti- help-seeking ads tout the uses and benefits of a drug, but do not mention
cal brands1. Brands strive for search its name. Brands in the study strongly favor brand-reminder ads, particularly
engine visibility, not only for consum- for patients further along the disease cycle using more specific, lower-funnel
ers seeking specific drug information, terms, and also because consumers may perceive help-seeking ads as con-
but also for those learning about a fusing and potentially misleading. In November 2009, Google proposed two
condition. Generating awareness new types of ads: product-claim ads, which would link to a product site and
among upper-funnel consumers explain drug benefits, and black-box ads, both of which link to full text black-
helps brands acquire diagnosed box warnings. Yaz is the lone brand in the study to use black-box ads.
but untreated patients. Research
has found that consumers who visit
a brand’s site are three times more
Brand-Reminder Ad {
likely to request a drug by name2,
and 44% of physicians prescribe
Help-Seeking Ad {
a requested drug3. Weak search
engine optimization by pharmaceuti-
Black-Box Ad {
cal brands allows health portals to
dominate in organic search visibility
for every disease state. RELATIVE TRAFFIC OF TOP BRANDED SITES

In 2008, more than 30% of pharma-
ceutical search engine traffic was
directed from paid ads4. Because of
March 2010

space limitations and FDA regulation,

1
iCrossing
2
Manhattan Research
3
Kaiser
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QUICK STATS
BRANDS BY DISEASE STATE ON PAID SEARCH
SEO:
• 70% of brands engage in paid 100%
search on Google or Bing 80%
March 2010

• 62% of brands engage in branded 60%
paid search on Google or Bing
40%
• Google Page Rank average for
branded pharmaceutical 20%
sites is 4.75 0%
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Off-Platform Messaging
In 2009 pharmaceutical industry online advertising spend was up 31% SCOTT
year-on-year, to $117 million, while consumer ad spending overall remained HAGEDORN
virtually flat5. Digital spending represents about 4% of total DTC budgets. As PHD Media
online advertising becomes a larger part of pharmaceutical marketing bud-
gets, brands are looking for innovative ways to reach consumers, however,
most efforts remain focused on boilerplate ad offerings on highly trafficked “In addition to
consumer health portals, like WebMD or Quality Health. shifting ad dollars, marketers are
re-examining their overall market-
Fifty-eight percent of brands in the study advertise on WebMD, Everyday ing investments. We see a shifting of
Health, or About.com Health and 60% of these brands advertise on more than dollars to platforms that offer deeper
one of the portals. Branded presence on portal sites ranges from traditional engagement with consumers. We be-
display advertising to sponsored editorial content and diagnostic tools. The lieve this is driven in part by the richer
most effective advertising is highly visible on primary pages about a specific experiences that digital media offers.”
condition on the most popular sites. This coveted space sells out quickly,
often relegating competing brands to less desirable pages. Notable advertis-
ing initiatives beyond the portals are Cardiology drug Trilipix’s ads on video
platform Hulu, HPV drug Gardasil on the CW TV Network’s site, and allergy
QUICK STATS
brands' display advertising on AccuWeather and Weather.com. Portal Collaboration:
• 58% of brands advertised on
5 WebMD, Everyday Health or
Medical, Marketing & Media
About.com Health in February 2010
• 42% of brands had a noticeable
presence on WebMD
presence on Everyday Health
presence on About.com Health
• All Psychiatry and Rheumatology
brands were visible on top health
portals

www.webmd.com
www.qualityhealth.com


Email QUICK STATS
Email is a low-cost way to engage patients and ensure they stay current on
Email:
their drug regimen. More than 80% of brands offered opt-in email from the
• 72% of email programs
branded site, although less than 60% of these brands corresponded in a six-
contain a clear call to action
week period. Often a brand email effort is touted as a support program and is
to prompt doctor discussion or
complemented by an offline effort, including direct mail. prescription fills.
The number one reason consumers opt in to email programs is to receive • 70% of branded programs
coupons6, and 30% of email programs specifically offered savings. The personalize emails.
purpose and content of email campaigns ranged from calls to action (75%) • All Cardiology brands have email
to branded-drug-specific information: (75%), disease education (50%) and marketing programs.
community content (30%). • All Neurology brands have email
marketing programs with clear
In the best cases, emails were customized and personalized like Pristiq’s A
calls to action.
New Day support messages. Some brands, including Ortho Tri-Cyclen Lo,
Yaz, Humira, and Lovaza, offer patient reminder emails to support compli-
ance.

6
Epsilon

Lescol XL email

Humira email Pristiq email


Mobile
Pharmaceutical branded mobile
NOTABLE DISEASE MANAGEMENT APPS
activity is scant with the exception
of SMS reminder alerts sent by 15% MOBILE Disease Customer
APPLICATION State Rating Comments
of brands. Third-party companies
Enhanced $5.99 version allows
are also offering reminder and
users to log, track, and analyze
compliance apps, including the Chronic Pain Tracker Rheumatology 3/5 pain and download data into
PDF for healthcare provider
“Pill Phone” and “PillBoxer.”
discussion

None of the brands in the study $4.99 app allows users to
have applications available in iTunes, iHeart-Pulse Reader Cardiovascular 5/5 monitor and track their pulse
over time
however many iPhone apps exist for
both general and specific disease $0.99 app offers customizable
PureSleep AmbiScience Insomnia 3.5/5 audio programs to promote
management purposes. Notable in sleep
the general category is WebMD’s
$0.99 app provides tools to
app, “WebMD Mobile,” which pro- Live Happy Psychiatry 3/5 track mood and exercises to
vides information about symptoms, promote happiness

drugs, and first aid. Apps are com- Free app tracks number of
Smoking
mon for disease state management Quitter 3/5 smoke-free days and cost
Cessation savings
for conditions such as smoking ces-
sation, insomnia, allergies, rheuma- $0.99 app reminds users to
Pink Reminder Women’s Health 3/5
tology, and cardiovascular disease. take medication

QUICK STATS
Mobile:
• Merck and Sanofi-Aventis are the
only pharmaceutical parent com-
panies with iPhone apps. No
brands have iPhone apps

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


SELECTED HEALTH PORTALS

Unique
Monthly Advertising
Visitors Brands
PORTAL Description (millions) Key Advertising Tools include

Educational content, expert commentary, medical reviews, 17.4 • Banner ads Chantix
community services, and health management tools. Cymbalta
• Sponsored editorial
Content includes information about conditions, a drug Enbrel
• Sponsored “health checks”
database, healthy living advice, and news. NuvaRing
• Technology superior to other
Message boards and newsletters serve as a precursor to Viagra
sites
its upcoming Health Exchange community site.

Educational health content for more than 100 health 6.4 • Banner ads with flash and video Abilify
categories ranges from information about common health • Sponsored editorial Chantix
conditions to interactive symptom checkers to nutritional
• Custom email campaigns Lipitor
and exercise tips.
Orencia
Community section incorporates 2.0 tools, including blogs,
Plavix
personal profiles, and photos, to promote interaction
among site visitors. Seroquel
Viagra
Vytorin

Content organized by condition centers with information No • Banner ads Cymbalta
on the condition, symptoms, treatment options, and data • Video ads Kapidex
support resources.
Seasonique
The site also features healthcare news, videos, interactive Zetia
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 6.3 • Banner ads Cialis
health tools across a number of disease-specific • Video ads Lunesta
categories.
NuvaRing
Social media tools are integrated to promote community, Pristiq
and offer condition-specific groups, message boards, and
expert advice blogs.
Editorial content and videos often courtesy of third-party
health content providers.

Provides educational health content across more than 45 2.9 • Banner ads with flash Cymbalta
disease categories, with information on causes, symp- • Video ads Kapidex
toms, and treatments.
• Sponsorship of health centers Vytorin
The portal offers videos, news, expert advice, drug guides, • Sponsored editorial
and interactive tools, including symptom checkers and
quizzes. 2.0 tools include blogs and support groups.

Features informative health and fitness content, interac- 2.8 • Banner ads with flash Chantix
tive tools, resources, expert advice, videos, specialized • Video features Enbrel
reports, and community content across more than 50
Lipitor
disease centers.
Lyrica
Disease centers include content in line with that of other
NuvaRing
portals, such as news, information on symptoms, and treat-
ment options. Partners with third-party content providers. Pristiq
Viagra


Social Networking company channels (Ambien and QUICK STATS
Only 19% of pharmaceutical brands Toprol-XL). Videos range from offer-
Social Media:
are on at least one major social ing specific information about a drug,
media platform: Facebook, You- its benefits and side effects, to playful • 48% of parent companies have
a presence on Facebook
Tube, or Twitter. Standouts Gardasil content about a disease state, as in
• 28% of branded sites have
and Nexium maintain pages with the case of Levitra’s InBed videos
Facebook as a top-5 referral site
rich media content and have at- featuring a cartoon couple dealing
• Facebook is a top-5 referral site
tracted thousands of fans despite with erectile dysfunction.
for all Women’s Health brands
prohibiting wall postings to avoid
On the flip side, parent company • 60% of parent companies have
adverse-event reporting. On Twitter,
social media adoption tops 80%. a presence on Twitter, with an
the Purple Pill listens to custom- average growth in followers of
The disparity in participation be-
ers and direct messages an 800 31% from February to March
tween parent company and brands
number in response to tweets about 2010
highlights the effect of the current
the drug. The only other brand ac- • 36% of parent companies have
regulatory limbo concerning social
tive on Twitter is Spiriva, with five a presence on YouTube
media. However, most company
Twitter handles, four from celebrity • According to Manhattan
efforts are little more than PR or
spokespeople, conversing about the Research, almost 50% of con-
human resources tools. Johnson & sumers seeking health informa-
Drive4COPD campaign.
Johnson is a notable exception; the tion watched health videos online
Eighteen percent of brands have a company maintains an engaging in 2009
presence on YouTube ranging from presence on all three major plat-
dedicated YouTube channels (Yaz forms. Its YouTube channel features
and Lunesta) to videos on parent monials to educational pieces. The
videos ranging from patient testi-
corporate Twitter account retweets
and converses with users, while the
Gardasil Facebook company’s Facebook page features
wall postings of varied and interest-
ing content.

Some companies are experimenting
with sponsored communities tailored
to patients of specific disease
states. Bayer’s MS-Gateway forum
for multiple sclerosis boasts more
than 12,000 members and 200,000
posts. Other interesting efforts
include Novo Nordisk’s Voices of
Diabetes community and Novartis’s
CML Earth, an elegantly designed
platform for leukemia patients.

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


cite regulations about adverse-event
reporting as the reason for their hesi-
tation to embrace social media. Yet, a
November 2009 Nielsen study found
that only one in 500 online postings,
or 0.2%, incorporate the criteria re-
quired for adverse-event reporting.

Third-party patient communities are
proliferating, like PatientsLikeMe,
with over 50,000 members, but they
seldom offer brand advertising. Con-
sumer health portals are also moving
into the social networking space. In
March 2010, WebMD announced the
launch of Health Exchange, a new Johnson & Johnson
health social networking platform, to YouTube channel and
Facebook page
grab share from already entrenched
third-party social media communi-
ties. Well-known destination sites
are also strong on Twitter, Facebook,
and YouTube: LIVESTRONG’s CEO
tweets, retweets, and direct mes-
sages with some 1 million followers,
and Mayo Clinic’s YouTube channel
has generated more than 1.7 million
views.

Patientslikeme.com


TOP PARENT COMPANY TWITTER EFFORTS

Total
Follower Tweets Tweet Re-
Company Twitter Followers Growth* ** Growth* tweets? Comments

Pfizer pfizer_news 5,146 14.1% 99 11.2% N Mostly PR, some pharmaceutical news and links to
blogs and social media news

Novartis Novartis 4,652 ND 150 4.2% N Information about the company, products, links to
other social media and technology. Company also
appears to own protected handle Novartis Trials

GlaxoSmithKline GSKUS 3,426 ND 254 13.9% Y Links to GSK blog posts, news, other links; glaxo-
smithkline also appears to be occupied by com-
pany, but no tweets

Johnson & JNJComm 3,201 ND 744 7.2% Y Highly personalized content; retweets and
Johnson converses; provides color on industry and more
general news

Roche Roche.com 3,193 ND 661 7.1% Y Conversations and news about company

Genentech genentechnews 2,754 6.6% 81 11.0% N PR news, information, links; brand also occupies
genentech handle but no tweets

Amgen Amgen 2,124 8.4% 101 4.1% N Corporate PR and financial news

Sanofi-Aventis Durbaniak 1,677 ND 1,484 ND Y Vice president for innovation tweets about
pharmaceutical social media

AstraZeneca AstraZeneca 1,287 17.4% 107 16.% Y PR information, including comments from CEO

Sanofi-Aventis sanofiaventisTV 924 6.3% 132 6.5% N French-language handle

Bristol-Myers bmsnews 785 31.5% 4 ND N Mostly business news. First tweet March 1, 2010
Squibb

Merck merckcareers1 669 8.6% 1,056 10.0% N Posts job openings. Company also appears to
occupy Merck handle but account is protected

Bayer BayerHealthCare 556 143.9% 48 ND N German and English bilingual account tweets news

AstraZeneca AstraZenecaJobs 481 12.4% 888 13.6% N Tweets about available jobs

Genzyme genzymecorp 397 26.0% 0 0.0% N No content; unsure if official

Pfizer RayKerins 362 ND 31 3.3% Y Retweets Pfizer content and other pharmaceutical
posts. Updates about FDA approvals and other
industry news

Lilly Eli Lilly 205 9.6% 0 0.0% N No content; unsure if official

Novartis NVSOncoCareers 128 ND 58 141.7% N Links to job postings

Amgen AmgenFoundation 61 103.3% 2 NA N First tweet late February about Amgen’s
foundation and philanthropic efforts

Galaderma galaderma 38 18.8% 0 0.0% N No content; unsure if official

* February-March 2010 ** As of March 2010


TOP PARENT COMPANY FACEBOOK EFFORTS

Company Facebook Page Name Fans Comments

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

Pfizer Pfizer 3,344 Launched in late February, offers links to news, corporate info (annual report,
corporate social responsibility initiatives), Twitter, blogs, company posts, links, and
videos on various topics

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

Johnson & Johnson Johnson & Johnson 2,471 Links to news, history, stories, videos of patients, and caregiver stories about various
Network conditions

Boehringer Ingelhelm Boehringer Ingelhelm 1,669 Unclear if page is official, mostly employees connecting from all over the world

AstraZeneca AstraZeneca US 1,613 Highlights corporate social responsibility efforts and policies, wall postings, videos,
Community Connections and forum for moderated discussion, although no fan engagement

TOP PARENT COMPANY YOUTUBE EFFORTS

Total Viewer
Company YouTube Channel Views** Growth* Comments

Johnson & Johnson Johnson & Johnson 174,510 ND Videos on a number of procedures from hair transplants to coronary
Health Channel stent implants. Links to other J&J digital properties including blog

GlaxoSmithKline GSK Vision 20,682 3.4% General PR content from GSK

AstraZeneca AstraZenecaPharma 11,815 ND Video response to Men’s Health article that include two AstraZen-
eca drugs: http://www.astrazeneca-us.com/?itemId=3311003

Boehringer Ingelheim boeringeringelheim 11,770 ND Disclaimer on site that states that it is not intended for views in U.S.
Videos feature disease education: Parkinson’s, anticoagulation, etc.

Novartis Novartis 9,402 ND Patient testimonials, employee interviews, advertisements,
demonstrations of social networking sites for gastrointestinal tumor
(GIST) and chronic myelogenous leukemia (CML Earth)

Abbott AbbottChannel 6,167 6.2% Site content about the Abbot Fund, a nonprofit organization wholly
supported by Abbott Laboratories

AstraZeneca AZ Careers 3,082 9.2% Content for recruiting and job seekers

Genentech Genentech 2,732 7.4% Testimonials from Genentech employees about work

Sanofi-Aventis Sanofi-Aventis 1,922 1.4% Video of Ambien rooster commercial
Pharma’s Channel

Bayer Bayer AG 1,196 17.5% Videos about innovative company efforts

AstraZeneca AZ Business Channel 774 ND Interviews with management

* February-March 2010 ** As of March 2010


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

Sites in the category suffer from

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poor traffic, weak content, and do
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8 1 SYMBICORT AstraZeneca 5 3 1 2 130 Gifted
user action. AstraZeneca’s Symbi-
cort is the lone bright spot, scoring 21 2 ADVAIR GlaxoSmithKline 3 3 2 3 106 Average

IQ points for its innovative advertis- 22 3 SINGULAIR Merck 3 3 2 3 105 Average
ing presence on healthcare portal Pfizer and
24 4 SPIRIVA 2 2 1 5 102 Average
Everyday Health, and for a site that Boehringer Ingelheim

incorporates an intuitive interface 37 5 NASONEX Schering-Plough 2 0 3 3 86 Challenged

with interactive disease education. 39 6 VERAMYST GlaxoSmithKline 3 2 1 0 85 Challenged

Singulair and Spiriva are the only 41 7 OMNARIS Sepracor 1 1 4 1 82 Challenged

other brands that demonstrate an 48 8 PATANASE Alcon 2 0 0 1 60 Feeble
active ad presence on top health 50 9 PULMICORT AstraZeneca 0 2 0 1 52 Feeble
portals. Spiriva boasts the category’s
51 10 ASTEPRO Meda 0 0 1 0 42 Feeble
strongest social media effort with a
rare pharmaceutical multichannel
digital campaign, Drive4COPD.

SITE CONTENT BY BRAND

Enhance Brand
20
Building Community

15 Conversion

Disease Education
10

5

0
T AIR IR X VA RIS T SE RT RO
OR VA NE IRI YS A CO
BIC GUL AD SO SP NA AM AN MI TEP
SY
M SIN NA OM VE
R PAT PU
L AS

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

© L2 2010 ASTHMA & ALLERGY 25

COMPARATIVE TRAFFIC
Relative Site Traffic Among Asthma & Allergy Brands
Paid Search
50
No Paid Search

40
RELATIVE SITE TRAFFIC

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. <<


COMPARATIVE BRAND BUZZ

Relative Volume & Sentiment of Commentary on Blogs
RELATIVE VOLUME
+7
+6
BRANDED SOCIAL MEDIA
+5 PRESENCE
Positive

+4
+3
RELATIVE SENTIMENT

+2 Advair - - -

•
NASONEX
+1 Astepro - -
PATANASE OMNARIS
Neutral 0 SINGULAIR Nasonex - - -
ASTEPRO
-1 PULMICORT Omnaris - - -

-2 VERAMYST
Patanase - - -

-3 ADVAIR
Pulmicort - - -
SPIRIVA
Negative

Singulair - - -
-4
-5
Spiriva
•••
•
SYMBICORT
Symbicort - -
-6
Veramyst - - -
-7

MISSED OPPORTUNITY SPOTLIGHT ON SOCIAL MEDIA
KRISTIN GOELZ
In addition to Spiriva’s efforts on Twitter,
PULMICORT Flashlight Interactive
YouTube, Facebook, and Flickr, other
Pulmicortflexhaler.com is a limited site that is best brands in the Asthma & Allergy category
described as brochure ware. For example, the dabble with social media.
“
Just Ask Sara” section recaps a conversation
AstraZeneca’s Symbicort launched a
between a patient and physician in text without employing media
YouTube channel, My Asthma Story, in
or graphics to bring the content to life. The user does not have
February 2009, featuring testimonials by
a reason to return to the site and is left feeling like the web is an
users about their experiences with the
afterthought for the brand.
drug. The site was no longer on YouTube
as of March 2010.

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


CARDIOLOGY
Cardiology, the largest category in the study (as defined by the number of
brands included), disappoints. This group boasts more Feeble brands than
any other disease state.

Gifted brands Crestor and Lipitor lead

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tive, brand-enhancing sites that

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5 1 CRESTOR AstraZeneca 5 3 2 4 137 Gifted
substantially outperform peers in the
space. Although 82% of Cardiology 12 2 LIPITOR Pfizer 4 4 2 3 124 Gifted

brands engage in paid search, aver- 23 3 ZETIA Merck 2 4 2 3 106 Average
age traffic to branded sites was 27% 26 4 VYTORIN Merck 2 4 2 3 103 Average
below the study average, and not one
Bristol-Myers Squibb
cardiovascular brand has established 32 5 PLAVIX 1 4 2 3 94 Average
and Sanofi-Aventis
a beachhead in social media. Toprol- 36 6 LOVAZA GlaxoSmithKline 4 0 1 1 88 Challenged
XL is the only brand with web 2.0
Schering-Plough and
presence: a video on AstraZeneca’s 44 7 LESCOL XL 1 1 2 0 66 Feeble
GlaxoSmithKline
YouTube Channel. More than 60% of 45 11 TRILIPIX Abbott 0 0 0 2 63 Feeble
sites offer discounts for new prescrip-
46 8 CADUET Pfizer 1 1 1 0 63 Feeble
tions and more than half offer savings
47 10 NIASPAN Abbott 0 0 0 1 61 Feeble
for current users.
49 9 TOPROL-XL AstraZeneca 0 1 0 2 60 Feeble
Although every Cardiology brand
engages in email marketing, brand
sites were the least likely among SITE CONTENT BY BRAND
all categories to offer compliance
Enhance Brand
tools such as Crestor’s cholesterol
tracker and Lovaza’s email, text, and Building Community

voicemail reminders. In addition to Conversion
site efforts, most differentiation in
Disease Education
the space occurs across off-platform
messaging. Aggressive online adver-
tising both on and off consumer
health portals supports Gifted brand
Lipitor. Zetia, Vytorin, and Plavix also
TO
R
ITO
R IA AZ
A RIN IX LX
L ET AN -XL PIX
shine in the space. ES LIP ZET LO
V TO PL
AV CO CA
DU SP OL ILI
CR VY LES NIA T OP
R TR

>> 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 <<

© L2 2010 CARDIOLOGY 28

FLASH OF GENIUS
KRISTIN GOELZ
Flashlight Interactive
CRESTOR: Online Tools
Crestor.com is made for the masses. It is built for technophobes as well as technophiles.
The content-heavy site gives users control of their experience with the choice to read or watch
product or disease state explanations. The online tools encourage repeat visits and clearly
emphasize the need to speak to a physician about treatment options.

LIPITOR: Navigation
Lipitor.com does a great job connecting
disease state and brand information. The fun
navigational tools accentuate the breadth of
content on the site and allow easy access to
key areas. The site satisfies the regulatory
constraints of the pharmaceutical industry
while still engaging patients by allowing
them to share stories.

>> Vytorin leads all cardiology brands in site traffic, boasting over 100,000 unique monthly visitors. <<


COMPARATIVE TRAFFIC
Relative Site Traffic Among Cardiology Brands
Paid Search

No Paid Search

VYTORIN ZETIA LIPITOR PLAVIX CRESTOR TRILIPIX NIASPAN LOVAZA CADUET TOPROL-XL LESCOL XL

MISSED OPPORTUNITY
KRISTIN GOELZ
Flashlight Interactive
NIASPAN.COM
The small print filling the primary entry page of Niaspan.com makes for an intimidating first
impression. The site reinforces this by repeating words such as “side effects” and “safety
information” (11 times on the home page alone), as well as using content filled with legalese.
Consumers searching for clear information will have trouble deciphering phrases such as,
“NIASPAN, along with diet and a bile acid binding resin.”

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




+7

+6
RELATIVE VOLUME
+5
Positive

+4 CRESTOR
PRESENCE
+3

+2
LOVAZA
RELATIVE SENTIMENT

Caduet - - -
+1 TRILIPIX
Crestor - - -
Neutral 0
Lescol XL - - -
CADUET
NIASPAN
-1 ZETIA TOPROL-XL Lipitor - - -

-2 Lovaza - - -

Niaspan - - -
-3 VYTORIN
Plavix - - -
Negative

-4 PLAVIX
LESCOL XL Vytorin - - -
-5 LIPITOR Zetia - - -

-6 Toprol-XL

Trilipix
-

-
-

-
•
-
-7

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


GASTROINTESTINAL
Genius Nexium leads the small but relatively strong Gastrointestinal category.

AstraZeneca’s purple pill stood out

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2 1 NEXIUM AstraZeneca 5 3 3 5 143 Genius
with both a Twitter and Facebook
presence, the latter offering an inter- 19 2 KAPIDEX Takeda 3 5 3 0 110 Gifted

active poll and links to coupons. Elsai & Ortho-
29 3 ACIPHEX McNeil-Janssen 3 0 4 2 98 Average
The Nexium site possesses an (PriCara)

intuitive user interface and practi-
cal lifestyle tools for managing diet, SITE CONTENT BY BRAND
exercise, and sleep. The brand also
has a prominent advertising pres-
15
ence on healthcare portals including
Enhance Brand
12
WebMD and Everyday Health.
Building Community
9
Takeda’s Kapidex leads category
Conversion
6
online advertising efforts, with spon-
sored editorial and video content 3
Disease Education

on WebMD. Along with Aciphex, 0
M EX EX
Kapidex offers email communica- NE
XIU
AC
IPH
KA
PID

tion; however, limited online adver-
tising and a flat brand site prevents COMPARATIVE TRAFFIC
Kapidex from keeping up with
Relative Site Traffic Among Gastrointestinal Brands
digitally adept gastrointestinal peers. 60
All brands in the category participate 50 Paid Search
in paid search.

40 No Paid Search

30
20
10
0 NEXIUM KAPIDEX ACIPHEX

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

© L2 2010 GASTROINTESTINAL 32

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. <<




+7
+6
+5
RELATIVE VOLUME
Positive

+4
+3
RELATIVE SENTIMENT

+2
+1
Neutral 0
-1
NEXIUM
-2
-3
Negative

-4 BRANDED SOCIAL MEDIA
PRESENCE
-5 KAPIDEX

-6
-7
Aciphex - - -
-8 Kapidex - - -

••
ACIPHEX
-9 Nexium -
-10


Nexium is the only gastrointestinal brand with a presence
on both Facebook and Twitter. With more than 2,000 fans,
Nexium’s Facebook page promotes purplepill.com’s
health tools, patient success stories, and FAQs. The page
features moderated discussions, user polls, and links to a
printable savings card.

Nexium’s Twitter handle has 152 followers and grew by
almost one third month-on-month from February to March
2010. In addition, the AZhelps handle, maintained by par-
ent company AstraZeneca, responds to comments and
complaints about Nexium via direct messages and offers
a toll-free number for users to follow up.

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


NEUROLOGY
The small Neurology category features three of the most ubiquitous pharma-
ceutical brands and some of the strongest digital innovation in the industry.

Pfizer’s smoking cessation drug,

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3 1 CHANTIX Pfizer 4 5 4 3 140 Genius
oriented site and a sponsored re-
source center on WebMD. 10 2 LUNESTA Sepracor 3 5 3 5 126 Gifted

15 3 AMBIEN CR Sanofi-Aventis 4 2 5 4 118 Gifted
Lunesta takes home the digital
crown among sleep aids, with a
YouTube channel featuring patient
success stories. The Sepracor brand SITE CONTENT BY BRAND
also scores points for effective email
marketing and digital advertising on 15

health portals. 12
Enhance Brand

Building Community
Although Ambien CR finished below 9

its sleep-aid rival, its site is a delight, 6
Conversion
with playful videos that explore the Disease Education
3
embarrassing outcomes of sleep de-
privation. The brand site also features 0
R TIX TA
NC AN ES
BIE CH LU
N
polls that allow users to compare AM

their sleep habits with those of the
local and national population, and COMPARATIVE TRAFFIC
interactive sleep trackers. Relative Site Traffic Among Neurology Brands
80
Paid Search
70
60 No Paid Search

50
40
30
20
10
0 CHANTIX LUNESTA AMBIEN CR

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

© L2 2010 NEUROLOGY 35

FLASH OF GENIUS
KRISTIN GOELZ
CHANTIX: Online Advertising Flashlight Interactive

The Pfizer superstar stands out for its
widespread and innovative online advertis-
ing across major portals including WebMD,
Everyday Health, and About.com Health.
Chantix’s sponsored resource center on
WebMD features brand-created content,
including video testimonials from successful
quitters, instant polls, and articles on smok-
ing cessation.

A second resource center, Proven Strategies
to Quit Smoking When You’re Ready to Get
Serious, is funded by parent company Pfizer
and features editorial content as well as
banner ads.

>> Lunesta is the only Neurology brand that does not maintain an unbranded disease education site;
relative newcomer Chantix maintains three separate sites, and Ambien CR supports one. <<




+7
+6
+5 RELATIVE VOLUME
Positive

LUNESTA
+4
+3
RELATIVE SENTIMENT

+2
+1
Neutral 0
-1 CHANTIX BRANDED SOCIAL MEDIA
PRESENCE
-2
-3
Negative

•
-4
Ambien CR - -
-5
Chantix - - -

•
-6 AMBIEN CR
Lunesta - -
-7


Both major insomnia brands have
a social media presence: Lunesta
hosts a dedicated YouTube chan-
nel, and Ambien CR posts its famed
rooster commercial on parent
Sanofi-Aventis’s channel, with more
than 8,500 upload views to date.
Lunesta’s channel features patient
stories that are also streamed on its
site, but is plagued by limited views.

On the heels of great earned media
from the “Silence Your Rooster”
campaign, Ambien CR leads Neurol-
ogy brands in mentions on online
blogs and comments.

>> All Neurology brands offer compliance tools on their branded sites.
Ambien CR’s site receives more than twice as much traffic as Lunesta’s. <<


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

All brands but Cymbalta engage in

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11 1 SEROQUEL AstraZeneca 4 4 3 4 124 Gifted
sites tops 130%—second only to
Urology in this study—driven largely 16 2 CYMBALTA Lilly 1 5 4 3 113 Gifted

by triple-digit growth to Abilify and 17 3 ABILIFY Bristol-Myers Squibb 3 2 5 3 111 Gifted
Cymbalta’s sites. 42 4 PRISTIQ Pfizer 0 4 0 1 71 Challenged

All brands participate in paid search
except for Pristiq. Not one brand in
the category has an official social SITE CONTENT BY BRAND
media presence, however Psychiatry
Enhance Brand
brands are popular conversation 15
topics in the blogosphere. Category Building Community
12
leader Seroquel is the only brand with Conversion
net positive attention, largely be- 9 Disease Education
cause of recent legal liability victories.
6
Sites in the category vary greatly,
from Seroquel’s easy-to-navigate, 3
tech-savvy platform with strong
0
education and community content to EL FY A IQ
QU ILI ALT IST
RO AB MB PR
Pristiq’s dated efforts overwhelmed SE CY

by repurposed TV content. Overall,
education information and conver-
sion tools are weak across the SPOTLIGHT ON SOCIAL MEDIA
category. Abilify’s site offers various
tools intended to prompt doctor None of the Psychiatry brands currently participate in social media.
discussion, including a Depression Cymbalta, Abilify, and Seroquel all earn high blog buzz scores with
Inventory questionnaire, Doctor content ranging from brand news and discussions of efficacy to side
Discussion guide, and side effects effects and compliance.
checklist.

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

© L2 2010 PSYCHIATRY 38

COMPARATIVE TRAFFIC
Relative Site Traffic Among Psychiatry Brands
Paid Search
80
No Paid Search
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 inter-
personal relationships and provide disease information.

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




+7
+6
+5 SEROQUEL
RELATIVE VOLUME
Positive

+4
+3
RELATIVE SENTIMENT

+2
+1
Neutral 0 ABILIFY BRANDED SOCIAL MEDIA
-1 CYMBALTA PRESENCE
-2
-3
Negative

Abilify - - -
-4
Cymbalta - - -
-5
Pristiq - - -
-6
PRISTIQ
Seroquel - - -
-7

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


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

Bristol-Myers Squibbs’ Orencia tops

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17 1 ORENCIA Bristol-Myers Squibb 3 4 2 1 111 Gifted
and Everyday Health and its email
marketing initiatives. Celebrex, En- 20 2 SYNVISC Genzyme 4 2 3 2 107 Average

brel, and Lyrica also boast a strong 27 3 CELEBREX Pfizer 2 3 2 4 100 Average
advertising presence on health 30 4 RITUXAN Biogen and Genetech 3 2 1 1 94 Average
portals. Lyrica, which received multi-
31 5 HUMIRA Abbott 3 1 2 1 93 Average
indication approval for fibromyalgia
32 6 ENBREL Amgen and Wyeth 2 3 2 2 92 Average
in 2007, takes a hit for its site, which
is difficult to navigate and fails to 40 7 LYRICA Pfizer 1 3 3 2 84 Challenged

incorporate technology, although a
disease education site improves the
quality of Lyrica’s digital information.

No Rheumatology brand participates
in social media, although Enbrel’s
24-hour nurse hotline allows for
two-way communication between a SITE CONTENT BY BRAND
patient and the brand.
Enhance Brand

Building Community
15
Conversion
12
Disease Education
No Rheumatology brands participate
in social media. Celebrex leads the 9

category in mentions on online blogs
6
and commenting and is sixth overall
among all brands in the study. 3

0
ISC CIA AN EL RE
X RA ICA
NV EN UX BR
LEB MI LYR
SY OR RIT EN CE HU

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

© L2 2010 RHEUMATOLOGY 41

COMPARATIVE TRAFFIC
Relative Site Traffic Among Rheumatology Brands
Paid Search
50
No Paid Search

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 accom-
panied by a doctor locator tool prompting a clear call to action.

>> Six of the seven Rheumatology brands maintain an unbranded disease education site with a separate URL;
Lyrica is the exception. <<




+7
+6
+5 SYNVISC RELATIVE VOLUME
Positive

+4
+3 ORENCIA
RELATIVE SENTIMENT

+2 PRESENCE
+1 CELEBREX

Neutral 0 RITUXAN

-1 LYRICA Celebrex - - -
-2 Enbrel - - -

-3 ENBREL Humira - - -
Negative

-4 Lyrica - - -

-5 HUMIRA Orencia - - -
Rituxan - - -
-6
Synvisc - - -
-7

MISSED OPPORTUNITY
KRISTIN GOELZ
LYRICA 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. <<


UROLOGY
Digital aptitude varies significantly across the heavily marketed Urology category.

Most brand sites introduce con-

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1 1 VIAGRA Pfizer 5 4 5 4 149 Genius
little emphasis on community. The
category has a significant presence 12 2 LEVITRA Novartis 2 4 3 5 121 Gifted

on top consumer health portals, 27 3 CIALIS Eli Lilly 1 3 4 4 100 Average
and many brands, not surprisingly, 32 4 ANDROGEL Solvay 4 2 1 0 92 Average
generate a disproportionate amount
37 5 AVODART GlaxoSmithKline 1 1 3 3 86 Challenged
of buzz on pharmaceutical blogs.
Astellas and
42 6 FLOMAX 1 1 1 3 71 Challenged
Boehringer Ingelheim
Genius Viagra offers quality and
consistency across platforms and
boasts a dominant online advertis-
ing presence, considerable site
traffic, and interactive video on its
brand site. Well-conceived email
marketing initiatives and a YouTube
channel (the lone category social
media presence) earned Levitra a SITE CONTENT BY BRAND
spot among the Gifted ranks.
Enhance Brand
20
Cialis scores well in blog mentions Building Community
and search engine strength, but its
15 Conversion
text-heavy site lacks strong branding
beyond the home page. AndroGel’s Disease Education
10
otherwise underwhelming digital
footprint is buttressed by a strong
5
disease education site that supple-
ments its Is It LowT? campaign.
0
Challenged brands Avodart and GR
A
GE
L
ITR
A LIS AR
T
MA
X
VIA DRO LEV CIA OD FLO
Flomax struggle to overcome their AN AV

outdated sites.

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

© L2 2010 UROLOGY 44

COMPARATIVE TRAFFIC
Relative Site Traffic Among Urology Brands
Paid Search
80
No Paid Search
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, includ-
ing a simulated patient-doctor conversation.
Viagra’s video content packages informa-
tion in digestible, informative bits, a strong
contrast to the text-heavy, brochure-ware
common to sites in the category.

>> Levitra and AndroGel are the only brands in the category with unbranded disease education sites. <<




+7
+6
+5 LEVITRA VIAGRA
RELATIVE VOLUME
Positive

+4
+3
RELATIVE SENTIMENT

+2
+1 PRESENCE
Neutral 0 FLOMAX CIALIS
ANDROGEL
-1 AVODART
-2 AndroGel - - -

-3
Avodart
• - -
Negative

Cialis - - -
-4
Flomax - - -

•
-5
Levitra - -
-6
Viagra - - -
-7


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. <<


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

The category leads in SEO, and

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ORTHO Ortho-McNeil
Brand sites are interactive and focus 4 1
TRI-CYCLEN LO Janssen
5 4 4 4 137 Gifted

on patient compliance, with many 6 2 GARDASIL Merck 5 1 5 5 131 Gifted
offering downloadable applications
6 2 YAZ Bayer 4 3 3 5 131 Gifted
and widgets, desktop tools, and text
8 4 NUVARING Merck 3 5 5 1 130 Gifted
message and email reminders.
Teva (through
14 5 SEASONIQUE 4 5 4 0 120 Gifted
The category has made the most Duramed)

ambitious foray into branded social Teva (through
24 6 PLAN B 2 1 4 4 102 Average
Duramed)
media, with Ortho Tri-Cylen Lo, Yaz,
32 7 MIRENA Bayer 2 0 5 2 92 Average
and Gardasil engaging in sponsored
efforts on platforms like Facebook,
YouTube, and MySpace. Ortho Tri-
Cyclen Lo tops category rankings
with an easy to navigate, interactive
site offering downloadable tools
and also provides informative email SITE CONTENT BY BRAND
marketing. Other notable innovation
includes NuvaRing’s brand-spon- 20
Enhance Brand
sored station on music site Pandora Building Community
and Seasonique’s interactive “Plan
15 Conversion
Your Period” calendar that integrates
with Microsoft Outlook. Disease Education
10
Despite strong site traffic, Mirena
finishes at the bottom of the pack, 5
because of limited site interactivity,
poor technology incorporation, 0
IL LO Z E G NA B
AS EN YA IQU RIN RE AN
and minimal online advertising GA
RD YC
L S ON
NU
VA MI PL
R I-C SEA
beyond search. OT
TH
OR

>> 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. <<

© L2 2010 WOMEN’S HEALTH 47

COMPARATIVE TRAFFIC
Relative Site Traffic Among Women’s Health Brands
Paid Search
40
No Paid Search
35
30

25
20
15
10
5
0 NUVARING MIRENA PLAN B GARDASIL SEASONIQUE ORTHO YAZ
TRI-CYCLEN LO

FLASH OF GENIUS
KRISTIN GOELZ
GARDASIL.COM 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 view-
ers to “spread the word” by creating T-shirts,
downloading banners for a blog, and engag-
ing in social networking. Parents can read
the facts about cervical cancer and hear
how other mothers and fathers came to their
decision to vaccinate.

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

>> Yaz’s disease education site, understandpmdd.com, was recently removed, leaving Gardasil’s hpv.com as
the only education site among Women’s Health brands. <<




+24
+22
+20 PLAN B
RELATIVE VOLUME
Positive

+18
+16
+14
RELATIVE SENTIMENT

+12
Neutral
+10 PRESENCE
+8
+6
+4 Gardasil
• - -
Negative

+2 Mirena - - -
0 GARDASIL NuvaRing - - -
YAZ MIRENA
-2 SEASONIQUE Ortho

• •
NUVARING
-4 ORTHO TRI-CYCLEN Tri-Cyclen Lo -

-6
-8
Plan B
Seasonique
-
-
• -
-
-

-10 Yaz -
••

The Women’s Health category takes more social media strides
than other observed disease states.

Ortho Tri-Cylen Lo leveraged social media platforms to publicize
its “It Girls Essentials” contest from 2008 to 2009. The brand
hosted a contest to select It Girls, as judged by their commit-
ment to community service. Winners were featured in videos at
brand-sponsored events, including New York Fashion Week, and
posted to the campaign’s YouTube channel. The MySpace and
Facebook pages highlighted the winners’ stories. All efforts were
plagued by low participation, and the pages were removed in
March 2010.

Gardasil’s Facebook page integrates such media tools as
videos, quizzes, and competitions making it the top-ranked
brand in the study. On the flip side, Yaz’s dedicated YouTube
channel features just one video discussing the risks and
benefits of taking the drug.

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


TEAM
SCOTT GALLOWAY the White House and later in Lynne Cheney’s office at the
Author, Digital IQ Index, and American Enterprise Institute, where she managed publishing,
Founder, L2 (LuxuryLab) communications, and philanthropic projects. She also worked
in e-commerce and online marketing at Bare Escentuals, Inc.
Scott is the founder of L2, a think tank for prestige brands, and
Kathryn received a BS in foreign service from Georgetown
a Clinical Associate Professor at the NYU Stern School of Busi-
University and an MBA from Stanford University.
ness where he teaches brand strategy and luxury marketing.
Scott is also the founder of Firebrand Partners, an operational
activist firm that has invested more than $1 billion in U.S. CHRISTINE PATTON
consumer and media companies and in 1997, he founded Red Creative Director
Envelope, an Internet-based branded consumer gift retailer Christine is a brand and marketing consultant with more than 15
(2007 revenues: $100 million). In 1992, he started Prophet, a years of experience creating brand identities and marketing com-
brand strategy consultancy with more than 100 professionals munications for aspirational and luxury brands. She began her
in the United States, Europe and Asia. Scott was elected to the career at Cosí, where she developed the brand and oversaw its
World Economic Forum’s “Global Leaders of Tomorrow,” which evolution from concept through growth to 100 restaurants. Since
recognizes 100 individuals under the age of 40 “whose accom- then she has provided creative direction for a wide array of cli-
plishments have had an impact on a global level.” ents, including the launch of Kidville and CosmoGIRL! magazine.
Most recently, she led Creative Services at ELLE during the most
Scott serves on the boards of directors of Eddie Bauer
successful years of the magazine’s history, developing innovative
(Nasdaq: EBHI), The New York Times Company (NYSE: NYT),
integrated marketing programs for advertisers. Christine received
eco-America, and Berkeley’s Haas School of Business. He
a BA in economics and journalism from the University of Con-
received a BA from UCLA and an MBA from UC Berkeley.
necticut and an MBA from NYU Stern.

MAUREEN MULLEN
Lead Researcher JARED GOLDSTEIN
Maureen began her career at Triage Consulting Group in San Researcher
Francisco. At Triage, she led several managed-care payment Jared has spent his career in the consulting and financial
review and payment benchmarking projects for hospitals, services fields. Most recently he worked for Agile Equity LLC,
including the UCLA Medical Center, UCSF, and HCA. She a New York-based boutique investment bank providing merger
has gone on to lead research and consulting efforts on digital and acquisition advisory services to clients in the Healthcare
media, private banking M&A, insurance industry risk manage- and Digital Media sectors. Previously, Jared worked for JPM-
ment, and renewable energy economics for professional firms organ Chase & Co., where he collaborated with a small team
and academic institutions. Maureen has a BA in human biol- to re-open the firm’s private banking division in Boston and
ogy from Stanford University and an MBA from NYU Stern. extend its presence in the New England region. Prior to that,
Jared covered the Healthcare sector as an International Earn-
ings Analyst with Thomson Reuters Markets (formerly known
KATHRYN DURYEA as Thomson Financial First Call) and crafted communications
Lead Researcher strategy while with Corrigan Communications, a Boston-area
Kathryn’s work experience spans the government, think tank, political consulting firm. Jared holds a BA from Emory Univer-
and e-commerce sectors. She began her career in Wash- sity and an MBA from the NYU Stern School of Business.
ington, D.C., first in then Vice President Cheney’s office in

© L2 2010 TEAM 50
25

STEPHEN SHARMA KRISSY GOELZ
Researcher Co-Director, Flashlight Interactive
Stephen’s career began at the UCD Michael Smurfit Graduate Krissy Goelz is the co-director of Flashlight Interactive, the
Business School in Europe where he assisted in the profession- digital division of Flashpoint Media, a full-service advertising
al development of marketing students and managed marketing agency for pharmaceutical and biotech companies. Krissy
related projects ranging from research to economic impact leads development of digital programs for such clients as Ge-
studies. Stephen’s career has crossed the public, green, and nentech, Pfizer, Endo, and Johnson & Johnson.
pharmaceutical sectors, as well as global telecommunications,
Before launching Flashlight Interactive, Krissy was the lead cli-
where as strategy consultant to the Vodafone Global Brand
ent services manager for SciMedMedia, a technology company
Team, he consulted on the development of a pan-European
specializing in unique interactive medical education programs
business social networking concept. Stephen received a
that combined the latest technologies with more traditional
BComm from the National University of Ireland and earned
forms of communication. Krissy began her career as a core
an MSC in marketing practice and an MBA from UCD Michael
member of the New Product Development Division at Ac-
Smurfit after completing his MBA studies at NYU Stern, achiev-
cel Healthcare, which later became Corbett Accel Healthcare
ing first class honors at both.
Group, and was responsible for developing strategically target
web-based programs for its pharmaceutical and biotech clients.

PHARMA DIGITAL IQ ADVISORS SCOTT HAGEDORN
U.S. CEO, PHD Media
Scott runs PHD Media in the U.S., and is responsible for nearly
PETER GOLDER $4 billion in client media investments annually (as reported by
Professor of Marketing, RECMA). He provides strategic vision and leadership across
Tuck School of Business at Dartmouth PHD’s five regional U.S. offices. Scott brings experience work-
ing with major accounts in addition to a highly successful and
Peter Golder joined the Tuck School in 2009 as Professor of
superior new-business track record.
Marketing. Previously, he was Professor of Marketing, George and
Edythe Heyman Faculty Fellow, and marketing department doctoral In his 14 years in marketing, Scott has excelled as a digital
program coordinator at New York University’s Stern School of Busi- expert, brand planner, marketing strategist, direct response
ness. He has also held one-year faculty appointments at UCLA and guru, and entrepreneur. Before joining PHD, Scott worked as
Peking University’s Guanghua School of Management. the managing director of OMD East, a role that was redefined
Peter’s research focuses on innovation and global marketing with a stronger focus on digital and analytics. During his tenure,
strategy. He is the co-author of Will and Vision: How Latecom- OMD was named Global Media Agency of the Year and won top
ers Grow to Dominate Markets, which won the Berry Book awards for digital creativity. Scott was responsible for the Eli Lilly
prize as the best book in marketing and was also selected and Schering-Plough businesses at OMD.
as one of the Top Ten Books of the Year by Harvard Business
Scott also worked as the U.S. Director of OMD Digital, super-
Review. His research has won five best-paper awards and been
vising all digital efforts at OMD Digital’s offices in New York,
featured several times in The Wall Street Journal, as well as
Chicago, Los Angeles, and San Francisco. Before joining OMD,
in The Financial Times, The Economist, Advertising Age, and
he was the chief interactive officer of Omnicom direct agency
many other publications. His research was recognized with the
Rapp Worldwide, whose clients included Merck and Novartis.
first Award for Early Career Contributions to Marketing Strategy
research. He has appeared on CBS, CNN, and the Nightly Scott was named to Crain’s 40 Under 40 list in 2008. He is
Business Report to comment on business news stories. 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.

© L2 2010 TEAM 51
26

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