IMCAS Confidential & Proprietary

Hey OTC, it’s 2017 - Time to Get Moving!

RYAN OLOHAN National Industry Director, Healthcare olohan@google.com @RyanGoogHealth

Confidential + Proprietary

IMCAS Confidential & Proprietary

IMCAS Confidential & Proprietary

IMCAS Confidential & Proprietary

IMCAS Confidential & Proprietary

IMCAS Confidential & Proprietary

IMCAS Confidential & Proprietary

Confidential + Proprietary Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem

IMCAS Confidential & Proprietary

Confidential + Proprietary

EVERY DAY OF EVERY MINUTE

Confidential + Proprietary

142,361,111

EMAILS SENT & RECEIVED

Confidential + Proprietary

400 HOURS OF VIDEO UPLOADED TO YOUTUBE

Confidential + Proprietary

50,200

MOBILE APPS DOWNLOADED

Confidential + Proprietary

216,000

PHOTOS POSTED TO INSTAGRAM

Confidential + Proprietary

$203,519 IN AMAZON SALES

Confidential + Proprietary

1,041 ANDRIOD DEVICES ACTIVATED

Confidential + Proprietary

BUT...

Confidential + Proprietary

422,000,000 DIABETICS

Confidential + Proprietary

121 MILLION CHILDREN WITHOUT EDUCATION

So what can we do about it?

1. 1OX not 1O%

2. Win the “Micro-Moments”

1 in 20 searches are healthcare related

84%

Search after a doctor’s appointment

Source: Google internal data, YoY growth ended 12/2016

Source: Google internal data, Time Period 01/2016 - 12/2016

Source: Google internal data, US only, 1/2016 - 12/2016

37% 44%

57%

can i use benadryl to help my dog sleep at night

can i get addicted to nicorette

does zyrtec give you nightmares

does drinking visine cause diarrhea

3. Leverage data insights

Doctor near me

Dentist near me

Hospital near me

Pharmacy near me Clinic near me

Flu

Baby Crying

Baby Formula

2010

28%

18%

15%

16%

6%

8%

6%

2013 2014 2010-2016

19%

12%

17%

25%

10%

12%

4%

10%

9%

15%

28%

11%

18%

2%

-91%

-55%

-57%

+100%

+458%

+66%

-34%

One A Day Centrum

Nature Made Swanson Vitamins

Puritan’s Pride Garden of Life Flintstones

2016

3%

8%

7%

32%

34%

13%

4%

4. Move faster!

Source: Google internal data, YoY growth ended 12/2016

https://testmysite.thinkwithg

oogle.com/

5. Help first…sell drugs later

Baby Formula

6. Measure everything

Yes. They actually converted here.

Confidential + Proprietary

Pharma 3D Rewriting the Script for Marketing in the

Digital Age

www.Pharma3D.com

7. Test & Learn…but faster

Are you….

1. Thinking 10X?

2. Winning the micro-moments?

3. Leveraging insights?

4. Moving fast enough?

5. Helping or just selling drugs?

6. Measuring beyond the click?

7. A disrupter or being disrupted?

8. Testing/learning…quickly?

The greatest danger is not that we

aim too high and miss…

but that we aim too low and hit.

Thank You!

RYAN OLOHAN National Industry Director, Healthcare olohan@google.com @RyanGoogHealth