Pharma Healthcare Digital IQ L2

A Think TAnk for DiGiTAL innOVATiOn

© L2 2011 L2ThinkTank.com

A P R i L 1 8 , 2 0 1 1

Pharma & healthcare

Providers

®

SCOTT GALLOWAYNYU Stern

© L2 2011 L2ThinkTank.com 2

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

DiGiTAL iQ Index®:

Pharma & healthcare Providers

2

Marketing Malpractice Most brands rely on static product sites that limit engagement.

Of the 70 brands in the Index, 61 percent are characterized

as Challenged or Feeble. Although four in five physicians use

search engines to locate prescription drug information,3 more

than 90 percent of brands fail to purchase against physician-

specific search terms. While three quarters of physicians own a

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

The New Gray’s AnatomyWhile pharma companies have been staring at their navels,

third-party platforms have emerged to cater to the digitally-

i n T R O D U C T i O n

Somebody Call a Doctor The pharmaceutical industry is disconnected regarding digital marketing to physicians.

The industry spends an estimated $27 billion marketing to doctors and other healthcare professionals

(HCPs).1 However, while physician time spent on the internet for clinical practice has quadrupled since

2002, less than one percent of HCP marketing spend is allocated to digital channels.2

The explosion in clinical use of smartphones and other portable devices has led to even greater imbal-

ance. Even as doctors increasingly turn to digital, the majority of pharma dollars continue to flow to the

industry’s increasingly constrained and extraordinarily expensive sales forces.

savvy physician. Mobile platform, Epocrates, physician-only

social networking platform, Sermo, and Web MD’s professional

off-shoot, Medscape, have all achieved significant penetration

in the physician community, and require pharma brands to pay

to access their audience.

Digital PenicillinTraditionally, drug companies have relied on their sales repre-

sentatives—and often a catered lunch—to reach doctors and

shower them with samples. For pharma, digital provides an

opportunity to disrupt this stale sales channel and generate

cost savings and efficiencies. For physicians, digital provides

the convenience of accessing scientific, technical, and medical

information on-demand and on their own schedule. However,

for what appears to be a win-win, investment and adoption to

date by pharmaceutical brands has been limited.

1. Cegedim Strategic Data, provided to eMarketer, August 24, 2010. (HCP Promo tion = Sales Rep Detailing + Sampling)

2. Ibid

3. “Connecting with Physicians Online—Searching for Answers,” Google and Hall & Partners. Presentation, November 2009.

http://www.l2thinktank.com

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DiGiTAL iQ Index®:


3

i n T R O D U C T i O n

Digital iQ = Shareholder ValueOur thesis is that digital competence is inextricably linked to

shareholder value in the pharmaceutical industry. Key to manag-

ing and developing a competence is an actionable metric.

This study attempts to quantify the digital competence of 70

U.S. pharmaceutical brands across ten disease states and their

efforts in using digital platfoms to reach HCPs. Our aim is to

provide a robust tool to diagnose digital strengths and weak-

nesses and help brands achieve greater return on incremental

investment.

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

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

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

me at [email protected].

Sincerely,

SCOTT GALLOwAy

Founder, L2 Clinical Professor of Marketing, NYU Stern

TABLE OF COnTEnTS

introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

About the Rankings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Digital iQ Ranking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Key Findings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 • Life Support . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

• The Future of E-Dailing? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

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

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

• Innovation Silos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

• Dominant Diabetes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

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

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

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

• Going Organic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

• Diabetes Domain . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

• Unbranded, Unlanded . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

• The New Stethoscope . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

• Epocrates Adoption . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

• The Network Effect . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23

• Empty Inbox . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24

Flash of Genius . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 • Symbicort . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

• Medversation.com & Rethinkinsulin.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

• Concerta . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27

• Lipitor . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28

• Novo Nordisk . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29

• Eli Lilly . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30

• Sanofi-Aventis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31

• Merck . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32

Team . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33



mailto:scott%40stern.nyu.edu?subject=Inquiry%3A%20Specialty%20Retail%20Digital%20IQ



DiGiTAL iQ Index®:


A B O U T T h E R A n k i n G S

Site - 30%: Effectiveness of brand’s physician-facing site.

•Functionality&Content(80%)

• Site Technology • Site Search & Navigation • Customer Service • Site Content: Prescription, Diagnosis, Research, Patient Education, and Billing & Reimbursement • Interactivity

•BrandTranslation(20%)

• Aesthetics

Digital Marketing - 30%: Marketing efforts, off-site brand presence, and visibility on search engines.

•Search(50%): SEM, SEO, Web Authority

•Email(20%):Frequency, Content, Promotion

•DigitalMarketingInnovation(30%):Display, Retargeting, Microsites

Social Media - 20%: Brand presence and sentiment on physician-targeted social media platforms.

•Sermo(70%):Mentions, Sentiment

•MedscapePhysicianConnect(30%):Mentions, Sentiment

Mobile - 20%: Compatibility and marketing on mobile devices and platforms.

•MobileDevices(50%):Mobile Site Compatibility, Smartphone Application(s), iPad Integration

•Epocrates(50%):Marketing, Utilization

METHODOLOGYCATEGORiES

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

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

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

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

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





DiGiTAL iQ Index®:


D i G i TA L i Q R A n k i n G

Rank Brand Parent Disease State Digital iQ® Class Comments

1 CONCERTA Johnson & Johnson Psychiatry 141 GeniusADHD medication is head of the class with strong site technology and interactive elements

2 ABiLiFY Bristol-Myers Squibb / Otsuka America Pharmaceutical Psychiatry 139 Gifted

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

3 SYMBiCORT AstraZeneca Asthma & Allergy 127 Gifted Effective interactive e-detailing has this brand breathing easy

4 JANUViA Merck Diabetes 123 Gifted Strong SEO puts brand on top of competitive Diabetes category

5 SEROQUEL XR AstraZeneca Psychiatry 119 GiftedDisplay advertising and buzz on Sermo makes up for brand’s mediocre site platform

6 ViCTOZA Novo Nordisk Diabetes 115 Gifted Online sampling executed with the ease of e-commerce

7 NOVOLOG Novo Nordisk Diabetes 111 Gifted Leads the mobile movement as the only brand with an HCP iPhone app

8 PROLiA Amgen Rheumatology 108 AverageDisplay advertising and a Medscape microsite anchor strong off-platform digital marketing efforts

9 NEXiUM AstraZeneca Gastrointestinal 107 AverageSEO strategy makes this little purple pill easy to find—brand search yields HCP site in organic and paid results

9 RiTUXAN Genentech / Biogen idec Rheumatology 107 Average Site video details patient cases, clinical trials and the mechanism of action

9 PRiSTiQ Pfizer Psychiatry 107 Average Interactive site stands out against others on PfizerPro’s platform

12 LANTUS SOLOSTAR Sanofi-Aventis Diabetes 106 Average Rethink Insulin microsite offers strategies for dealing with resistant patients

12 GEODON Pfizer Psychiatry 106 Average Sponsored resource center on Epocrates app scores mobile points

14 ViAGRA Pfizer Urology 104 Average Fan favorite makes strides in online marketing, but site fails users

15 ACTOS Takeda Diabetes 102 Average Site is lacking, though brand is one of the top recommended on Sermo

Asthma & Allergy

Cardiology Diabetes Neurology Oncology Psychiatry UrologyRheumatology Women’s Health

Gastrointestinal





DiGiTAL iQ Index®:



15 LYRiCA Pfizer Rheumatology 102 Average Good use of multimedia; content hits e-detailing pain points

17 ENBREL Amgen / Pfizer Rheumatology 101 AverageSteps outside of the stiff PfizerPro box to deliver branded experience that utilizes video

18 CRESTOR AstraZeneca Cardiology 100 Average Site’s formulary finder and send-to-patient capabilities are strong

19 LiPiTOR Pfizer Cardiology 98 AverageLipitor shows it still has heart as one of the few brands purchasing physician-specific terms for its HCP site

20 SiNGULAiR Merck Asthma & Allergy 96 Average Strong disease education through videos and flash animation

21 PLAViX Bristol-Myers Squibb / Sanofi-Aventis Cardiology 94 Average

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

22 ORTHO TRi-CYCLEN LO Johnson & Johnson Women’s Health 93 Average

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

22 ALiMTA Eli Lilly Oncology 93 Average Purchasing ads for HCP site against physician-specific search terms

24 GLEEVEC Novartis Oncology 92 Average Brand’s lack of off-platform marketing leave it looking weak

24 SiMPONi Johnson & Johnson / Centocor Ortho Biotech Rheumatology 92 Average Extends digital reach through Medversation, a patient/physician education site

26 EFFEXOR XR Pfizer Psychiatry 91 Average Presence on social networks gives otherwise challenged brand a boost

26 ZOMETA Novartis Oncology 91 AverageLinks to multimedia Virtual Oncology Center with webcasts and interactive case studies

28 ACiPHEX Eisai / Johnson & Johnson Gastrointestinal 89 Challenged Unique audio podcasts advise physicians on patient and practice management

29 RECLAST Novartis Rheumatology 86 Challenged Drug administration made easy through online infusion center finder

29 SPiRiVA Pfizer / Boehringer ingelheim

Asthma & Allergy 86 Challenged Very basic site is buoyed slightly by strong search engine optimization

D i G i TA L i Q R A n k i n GAsthma

& AllergyCardiology Diabetes Neurology Oncology Psychiatry UrologyRheumatology Women’s

HealthGastrointestinal





DiGiTAL iQ Index®:



31 ORENCiA Bristol-Myers Squibb Rheumatology 85 Challenged Brand uses display ads and microsite to target the large Medscape audience

31 TARCEVA Genentech / OSi Oncology 85 Challenged Brand suffers from an absence of digital marketing efforts

33 HERCEPTiN Genentech Oncology 84 Challenged Solid search engine optimization and strong visibility are a boon

33 ONGLYZA Bristol-Myers Squibb / AstraZeneca Diabetes 84 Challenged

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

35 CELEBREX Pfizer Rheumatology 79 Challenged Live video conferencing with reps is this brand’s only relief

35 VYTORiN Merck Cardiology 79 ChallengedVytorin provides access to video chat and e-sampling through Merck Product Services portal

37 ViMOVO AstraZeneca Rheumatology 77 ChallengedNew to market Vimovo aggressively deploys display advertising, but limited presence on physician social networks damages IQ

38 ZETiA Merck Cardiology 74 Challenged Offers online sampling through Merck Product Services

39 TOViAZ Pfizer Urology 73 Challenged Doctors have little to say about Toviaz on social networks

40 GARDASiL Merck Women’s Health 71 Challenged Interactive ‘Your Vaccination Rate’ tool provides limited utility

41 ARiMiDEX AstraZeneca Oncology 70 Challenged Laser focus on the brand site leaves little for HCP marketing efforts

41 CiALiS Eli Lilly Urology 70 Challenged Brand is failing to perform with a text-heavy site that boarders on brochure-ware

43 ZYPREXA Eli Lilly Psychiatry 68 Feeble 20% of mentions on Sermo are prescription recommendations

44 TASiGNA Novartis Oncology 67 Feeble Site is optimized for iPhone, but the feature isn’t promoted

45 GEMZAR Eli Lilly Oncology 66 Feeble Strong e-detailing through LillyOncology.com, but little else

46 BENiCAR Daiichi Sankyo Cardiology 64 Feeble Poor search performance dulls the brand








DiGiTAL iQ Index®:



47 LUNESTA Sunovion Neurology 62 Feeble Brand site and the rest of the digital efforts are a snooze

47 FEMARA Novartis Oncology 62 Feeble Brief mentions on Sermo, but few are positive

49 LEXAPRO Forest Psychiatry 59 FeebleNo HCP site, but brand generates positive endorsements on social networks, and maintains a solid Medscape infosite

50 ADVAiR GlaxoSmithKline Asthma & Allergy 57 Feeble

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

51 OMNARiS Sunovion Asthma & Allergy 55 Feeble

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

52 LOVAZA GlaxoSmithKline Cardiology 54 Feeble Browsable html version of prescription information is the extent of the brand site

53 CHANTiX Pfizer Neurology 53 Feeble ChantixLiveMeeting.com connects physicians with sales reps online

54 PROAiR HFA Teva Asthma & Allergy 49 Feeble Demonstration video is the highlight of an otherwise modest site

55 AMBiEN CR Sanofi-Aventis Neurology 47 Feeble Brand is sleepwalking through its digital strategy

56 MiRENA Bayer Women’s Health 45 FeebleUses online real estate to promote purchasing program, rather than the brand itself

57 TOPROL-XL AstraZeneca Cardiology 42 Feeble One of the few brands whose HCP site is returned in organic search results

58 CYMBALTA Eli Lilly Psychiatry 41 FeebleDespite no HCP site, brand still earns goodwill with doctors through social networks

58 SEASONiQUE Teva Women’s Health 41 FeebleSimple site is all business, enabling physicians to request samples and vouchers online

60 DiOVAN Novartis Cardiology 39 FeebleSite, like the digital strategy, appears to be a work in progress with many links asking users to check back soon

61 AVODART GlaxoSmithKline Urology 36 FeebleDigital presence could be larger; only prescription info available is through GSKSource portal








DiGiTAL iQ Index®:



62 TRiCOR Abbott Cardiology 35 Feeble The bare-bones site offers little more than patient assistance information

63 VYVANSE Shire Psychiatry 32 Feeble Physician-focused digital efforts can’t be found

64 ADDERALL XR Shire Psychiatry 29 Feeble ADHD medication has lost digital strategy focus

64 TRiLiPiX Abbott Cardiology 29 Feeble HCP marketing efforts aren’t at the heart of this brand

66 NUVARiNG Merck Women’s Health 20 Feeble Professional site is for non-U.S. HCPs only

67 NASONEX Merck Asthma & Allergy 19 Feeble Nasonex’s digital architecture is under construction

68 FLOMAX Astellas Pharma / Boehringer ingelheim Urology 9 Feeble Digital efforts expired with brand’s patent

68 YAZ Bayer Women’s Health 9 Feeble Without an HCP site, its digital presence is wanting

70 LEViTRA Bayer / GlaxoSmithKline Urology 4 FeebleInspired consumer marketing doesn’t cross over — a pdf of prescribing info is all that’s available for HCPs








DiGiTAL iQ Index®:


10

Life SupportMore than 60 percent of brands’ HCP digital efforts result in

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

Digital IQ Index® for Pharmaceuticals released in May 2010

analyzing direct-to-consumer digital efforts (31 percent Chal-

lenged and Feeble) and to the results for another marketing

behemoth, the Automobile Industry (32 percent Challenged and

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

Most brands are not purchasing HCP-targeted search terms,

investing in mobile, engaging in email marketing, or investing in

display advertising on physician portal sites.

DiGiTAL iQ

<70

ZYPREXA

TASIGNA

GEMZAR

BENICAR

LUNESTA

FEMARA

LEXAPRO

ADVAIR

OMNARIS

LOVAZA

CHANTIX

PROAIR HFA

AMBIEN CR

MIRENA

TOPROL-XL

CYMBALTA

SEASONIQUE

DIOVAN

AVODART

TRICOR

VYVANSE

ADDERALL XR

TRILIPIX

NUVARING

NASONEX

FLOMAX

YAZ

LEVITRA

FEEBLE

DiGiTAL iQ

70-90

CHALLENGED

21%

ACIPHEX

RECLAST

SPIRIVA

ORENCIA

TARCEVA

HERCEPTIN

ONGLYZA

CELEBREX

VYTORIN

VIMOVO

ZETIA

TOVIAZ

GARDASIL

ARIMIDEX

CIALIS

DiGiTAL iQ

110-140

ABILIFY

SYMBICORT

JANUVIA

SEROQUEL XR

VICTOZA

NOVOLOG

k E y F i n D i n G S

DiGiTAL iQ

>140

DiGiTAL iQ

90-110

DiGiTAL iQ DiSPERSiOn

%ofBrandsperDigitalIQClass

GENiUS1%

GiFTED

AVERAGE

9%

29%

40%

CONCERTA

PROLIA

NEXIUM

RITUXAN

PRISTIQ

LANTUS SOLOSTAR

GEODON

VIAGRA

ACTOS

LYRICA

ENBREL

CRESTOR

LIPITOR

SINGULAIR

PLAVIX

ORTHO TRI-CYCLEN LO

ALIMTA

GLEEVEC

SIMPONI

EFFEXOR XR

ZOMETA

A perfect storm is stunting Digital IQ growth—lack of

definitive regulations by the FDA, a long DDMAC ap-

proval process and fear that the constantly evolving

digital landscape will render creative investments outdated . The wait

for specific guidelines is driving many products and companies (even

companies that haven’t received an FDA warning letter) into a “better

safe than sorry” position .

—PerryKolber| Group Director, Omnicom Media Group

”

“

DDMAC = U.S. Food and Drug Administration (FDA) Division of Drug Marketing, Advertising, and Communication





DiGiTAL iQ Index®:


11

Live Chat

Interactive E-Detailing

Online Formulary Tool

Email Sharing

Video

Prescription Assistance Enrollment / Activation

Online Sampling

85%15%

80%

72%

67%

56%

54%

54%

20%

28%

33%

44%

46%

46%


The Future of E-Detailing?For physicians, branded sites serve as a reference for safety

guidelines, disease and product information, clinical trial results,

and patient education and support. Through the use of web-

casts, interactive self-guided presentations, and videos, HCP

sites are (slowly) assuming some of the functions traditionally

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

cians online, pharmaceutical sites account for only two percent

of their time and three percent of their visits .4 Nearly half the sites

offer video and online prescription assistance enrollment, how-

ever, use of additional Web 2.0 functionality is limited. Only 28

percent offer interactive e-detailing, and just a fifth of the brands

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

Pfizer portfolios offer physicians the opportunity to videoconfer-

ence online with pharmaceutical representatives.

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

(barely) achieve Genius status. Concerta’s well-designed HCP

site boasts strong 2.0 features and a suite of engaging tools,

including interactive ADHD diagnosis screening, a customized

patient discussion guide, and an educational video series.

Additionally, the site allows physicians to access the formulary

status of top insurers and order patient education materials.

Concerta is also active on mobile platform, Epocrates, and

engages with physicians through email marketing.

SiTE COnTEnT & TOOLS

%ofSitesIncorporatingtheFollowing:

= YES

= NO

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





DiGiTAL iQ Index®:


12


CONCERTA: isolated Genius

ADHD Screening Tool: interactive checklist completedbythephysician.Designed to help diagnose ADHDbasedonresponsestoaseriesofquestions.

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

ADHD Counseling Assistant: Customized patient discussion guides.

interactive Patient Case Studies:

Afterwatchingavideoscenario,physicians are asked their treat-ment recommendation.

Online Formulary Tool: Physicianscanlookupoftheformularystatusofthetop insurersbystate.





DiGiTAL iQ Index®:


13

-75% -50%-100% -25% 0% 50%25% 75% 100%

Pristiq

Lyrica 57%

46%

68%

34%

40%

Rituxan

Enbrel

Plavix

Seasonique

Chantix

Levitra

Nuvaring

YAZ

-75% -50%-100% -25% 0% 50%25% 75% 100%

-70%

-76%

-87%

-79%

-57%

-75% -50%-100% -25% 0% 50%25% 75% 100%

Pristiq

Lyrica 57%

46%

68%

34%

40%

Rituxan

Enbrel

Plavix

Seasonique

Chantix

Levitra

Nuvaring

YAZ

-75% -50%-100% -25% 0% 50%25% 75% 100%

-70%

-76%

-87%

-79%

-57%


DTC vs . HCP? Brands with a strong direct-to-consumer digital marketing

(DTC) presence do not necessarily deliver to physicians online.

With much of its marketing targeted to younger consumers, the

Women’s Heath category has been one of the leaders in DTC

digital innovation. However, when it comes to reaching doctors

online, Seasonique, Nuvaring, and Yaz don’t even maintain

physician sites, suggesting a strategy that is almost entirely

consumer focused.

An analysis of brands’ DTC Digital IQs (from L2’s May 2010

Pharma Digital IQ Index®) versus their HCP Digital IQs in this

study shows Nuvaring and Yaz with the biggest score differen-

tials. Heavy consumer marketing brands Seasonique, Chantix,

and Levitra also take major hits.

innovation SilosAlthough a quarter of the brand physician sites reside on parent

company portals, there is a lack of consistency in experience,

content, and utilization of digital media across organizations.

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

registered a 41-point Digital IQ differential across brands.

AstraZeneca’s physician site template and the Merck OnCall®

live support customer service are two exceptions, and some

of the best examples of recognizing economies of scale. While

Pfizer, GlaxoSmithKline, Eli Lilly Oncology, and in some cases

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

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

their Digital IQs.

DIGITAL IQ%RANK:DIRECTTOCONSuMER(DTC)vs. HEALTHCAREPROvIDER(HCP)

BrandswiththeLargestDifferentials

TOP 5 BRANDS:HCP Scores > DTC Scores

TOP 5 BRANDS:DTC Scores > HCP Scores





DiGiTAL iQ Index®:


14


DiGiTAL iQ DiSPERSiOn RangeofBrandDigitalIQScoresandAveragebyParentCompany

FEEB

LECH

ALLE

NG

EDAV

ERAG

EG

IFTE

DG

ENIU

S

70

0

90

110

140

170

Pfizer

n=11

AstraZ

enec

an=

8Mer

ckn=

7

Novar

tisn=

6Eli

Lillyn=

5

Bristol

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ibbn=

4

GlaxoS

mithKlin

en=

4

John

son &

John

sonn=

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er

n=3

Genen

techn=

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Sanofi

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ntisn=

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ott

n=2

Amgenn=

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Boehr

inger

Inge

lheimn=

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Novo N

ordis

kn=

2 Shiren=

2

Sunov

ionn=

2 Tevan=

2

AVG IQ

91 AVG IQ

91

AVG IQ

69

AVG IQ

73 AVG IQ

68

AVG IQ

38

AVG IQ

104

AVG IQ

19

AVG IQ

92

AVG IQ

82

AVG IQ

32

AVG IQ

105

AVG IQ

47

AVG IQ

30

AVG IQ

59

AVG IQ

45

AVG IQ

113

AVG IQ

101

Disparity

54

Disparity

85 Disparity

104

Disparity

53Disparity

52

Disparity

55

Disparity

53

Disparity

52

Disparity

41

Disparity

23Disparity

59

Disparity

6

Disparity

7

Disparity

3

Disparity

7Disparity

8

Disparity

4

Disparity

77

Asthma & Allergy

Cardiology Diabetes Neurology Oncology Psychiatry UrologyRheumatology Women’s Health

Gastrointestinal





DiGiTAL iQ Index®:


15


Dominant DiabetesThe Diabetes category earned the highest average Digital IQ,

with three brands in the top ten and five of the six brands in the

top quartile. A $14.9 billion U.S. market with 17 percent sales

growth, the Diabetes category can afford to invest digitally.5 In

addition to having strong site scores, a majority of the brands

are active in physician-specific search. Moreover, half of the

Diabetes brands engage in online marketing and offer mobile-

optimized brand sites, and Diabetes is the only category with

a brand-specific iPhone app.

Where the Doctors AreMore than three quarters of the brands in the study did not ad-

vertise on any highly-trafficked physician portal sites. Four out

of five doctors visit HCP content sites, and visits to these sites

comprise nearly half of physician time online. Chief among

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

cians with almost 2.1 million unique visitors. The New England

Journal of Medicine is the top online medical journal, reaching

13 percent of online physicians.6 MDLinx, the third most popu-

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

For additional targeting, brands should be opportunistic in

advertising in online disease state-specific journals. FE

EBLE

CHAL

LEN

GED

AVER

AGE

GIF

TED

GEN

IUS

70

30

90

110

140

160

Rheumatology

Asthma& Allergy

AVG IQ:

70

AVG IQ:

93

Women’s Health

AVG IQ:

46

Diabetes

AVG IQ:

107

Urology

AVG IQ:

49

Oncology

AVG IQ:

79

Neurology

AVG IQ:

54

Gastrointestinal

AVG IQ:

98

Cardiology

AVG IQ:

64

Psychiatry

AVG IQ:

85

AVERAGE DiGiTAL iQ By CATEGORy

5. “As Diabetes Explodes, Big Pharma Is Gearing Up,” Melly Alazraki, DailyFinance, January 27, 2011)

6. “4 out of 5 Physicians Online Visited Health Care Professional Sites in Q1 2010,” comScore, August, 26, 2010

7. “Medscape.com tops with docs, says report,” Ben Comer, Medical Marketing & Media, August 31, 2010





DiGiTAL iQ Index®:


16


Medscape MicrositesSome brands are pursuing branded destination microsites on

Medscape.com in an effort to capitalize on the portal’s traffic

and reach.

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

assets are repurposed in these self-contained, scaled-downed

versions of their HCP sites. In what is a missed opportunity,

most of the infosites do not link to the brand’s own HCP site,

and rather than provide a unique experience, most of the infor-

mation is redundant.

In Lexapro’s case, the Medscape infosite replaces the brand’s

own HCP site as its only source of professional online content.

The Geodon infosite is actually an improvement over its existing

HCP site. Pfizer, Bristol-Myers Squibb, and Lilly Oncology were

the most active on Medscape, each maintaining infosites for

multiple brands.

DiSPLAy ADVERTiSinG

%ofBrandsontheFollowingTopHCPDestinations

(November 2010-January 2011)

5%

10%

15%

20%

0%MedScape MDLinx New England Journal

of Medicine

7%

19%

6%

Medscape micrositesforthe followingbrands,fromlefttoright:

Lexapro, Orencia, and Geodon





DiGiTAL iQ Index®:


17


in Search of SearchGoogle and DTC sites are the largest traffic drivers to HCP

sites. However, data suggests brands are under-investing in

physician-specific search engine optimization. Only half of the

brands in the study returned professional site results (in paid

or organic results) when searching by drug brand name. Only

one in ten are purchasing professional ads against their drug’s

name, and slightly fewer against their indicated condition.

Aciphex was the only drug that returned paid professional ads

when searching for both the drug name and the condition.

Aciphex is the only drugbrandinthestudythat returned hCP paid ads in Google searches forthedrugnameandthe condition

Based on the amount of time physicians spend

online and the frequency with which they turn to the

Web for answers, it is clear that their treatment and

prescribing decisions are influenced by the material

they find there . Whether online or offline, physicians seek information

that leads them to make the best clinical decision for their patient .

—Sharon Callahan | CEO, VUE Group

“

”

DTC Site

hCP Site

AdforAciphex’sHCPsite





DiGiTAL iQ Index®:


18


Going OrganicWhile a third of brands returned professional sites on the first

page of organic search results when searching by drug name,

none of the brands in the Index returned professional sites

for search terms referencing therapeutic class or condition.

AstraZeneca’s Symbicort stands alone as the brand whose pro-

fessional site is ranked as the top organic result when search-

ing by brand name. Further targeting physicians, Symbicort’s

brand name search results include three entries for HCP and

only one for a consumer site in organic results.

Diabetes DomainGoogle searches using search term “type 2 diabetes mellitus”

is one of the most contested plots of professional search real

estate. Three of the nine returned paid search results are HCP

sites—all are unbranded. Victoza is the only Type 2 Diabetes

indicated brand in the study purchasing against this term for

both the professional and consumer sites.

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

showing a URL with the drug’s name included. However, when

searching by therapeutic drug class or condition, the paid pro-

fessional site links are often unbranded. While unbranded sites

like Advair’s www.GoBreathe.com drive consumer engagement,

brands should be clearly directing health care providers to their

professional sites, particularly for clinical terms.

DTC Site

DTC Site

hCP Site

hCP Site

HCPInfo

victozaistheonlybrand in the study treating type2diabetesthathaspurchased against the terms“type2diabetesmellitus”forbothprofes-sional and consumer sites

OrganicsearchresultsforSymbicort,theonlybrand

inthestudywhoseprofes-sional site ranked #1 in a

searchbybrandname

Adforvictroza’sHCPsite

Adforvictroza’sDTCsite





DiGiTAL iQ Index®:


19


The New StethoscopeNearly three quarters of physicians own a smartphone and a

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

the brands in the Index have no brand-specific mobile pres-

ence. In contrast to the strategy used to reach consumers,

brands are investing in mobile sites rather than mobile applica-

tions to reach physicians; and, seven brands have mobile sites.

Novolog is the only brand in the study that has developed a

smartphone application. The NovoDose iPhone app provides

dosage guidelines, but it fails to fully maximize the interactive

capability of the mobile device.

Although pharmaceutical companies are not being aggressive

about releasing brand-specific smartphone applications, they

have been active in launching, sponsoring, or licensing mobile

applications for healthcare professionals. These apps range from

diagnostic and dosage tools to sources for patient assessment,

patient education, disease education, and medical information.

While in some cases intentionally brand agnostic, these HCP

apps are missed opportunities to promote individual brands.

MOBILEPRESENCE

%ofBrandswithMobileCapabilities

2%

4%

6%

8%

10%

0%Mobile Sites Smartphone App iPad App

4.3%

1.4%

10.0%

0.0%

7.1%

1.4%

= CONSUMER

= PROFESSIONAL

Novolog’sNovoDoseiPhoneApp;thebrandisthe only one in the study

that has developed an iPhone app

Mobile is no longer the future—mobile is right now

among physicians . Well over 70 percent of U .S .

physicians own a smartphone and view it as an es-

sential tool in their daily workflow . Many rely on their

handheld device during patient encounters for instant access to drug

and clinical information . Point-of-care content is more important than

ever; it is clear that the information they find using mobile apps influ-

ences prescribing and treatment decisions .


”

“





DiGiTAL iQ Index®:


Parent Company App Description Price iTunes Rating Device

Astellas PharmaAppropriate Use Criteria (AuC)forCardiac Radionuclide imaging

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

FREE N/A

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

FREE N/A

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

FREE N/A

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

$1.99 N/A

Eli Lilly 7thEditionAJCCCancerStagingHandbook

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

FREE

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

FREE

Genentech Retina.org Latest retina news, clinical trial search, and conference information FREE N/A

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

FREE

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

FREE

MerckMerckManual(MerckManualofDiagnosis andTherapy)

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

$49.99

Merck MerckManualSuiteplusDavis’sDrugGuide

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

$79.99

Merck TheMerckManual– ProfessionalEdition

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

$34.99


MANuFACTuRERPROFESSIONALTargetedMobileApps





DiGiTAL iQ Index®:


Parent Company App Description Price iTunes Rating Device

Novartis BioGPS Customizable gene portal with data on gene and protein function FREE

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

FREE N/A

Novartis novartis Oncology MedicalInformation

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

FREE

Novo NordiskCoagsuncomplicated:TheAbnorma|PT/aPTTGuide

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

FREE N/A

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

FREE

Johnson & Johnson BlackBagMedical Resources

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

FREE

Pfizer Advanced RCC Prognostic Calculator Calculates prognostic risk for patients with advanced renal cell carcinoma FREE

Sanofi-Aventis AFibEducator Resources and animations that illustrate how atrial fibrillation can affect the heart FREE

Shire INTuNIv(guanfacine) Dosing Calculator Determines the appropriate INTUNIV dosing options based on patient’s weight FREE

ShirevPRIv–velaglucerasealfaforinjectionDosingCalculator

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

FREE

Shire ELAPRASE®(idursulfase)Dosing Calculator

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

FREE N/A


MANuFACTuRERPROFESSIONALTargetedMobileApps





DiGiTAL iQ Index®:


22


Epocrates AdoptionMore than a million healthcare professionals are using Epocrates

in the United States, but fewer than half of the brands in this

study have an extended presence on the platform.8 Only one

in five brands provides the most basic manufacturer’s contact

information for health care professionals, and one in ten ran

Essential Points surveys during the three-month study period.

8. “Epocrates plans $75 million IPO, again,” Brian Dolan, MobiHealthNews, July, 19, 2010

40% ofbrands are active on Epocrates

ofbrandslinkto amanufacturer’sphonenumber

ofbrandssponsorresearch centers

ofbrandslinktoa manufacturer’semail

use Essential Points Surveys

19%

6%

11%

11%





DiGiTAL iQ Index®:


23


The Network EffectResearch suggests that professional social networks heavily

influence doctors’ prescribing decisions. About 60 percent of

physicians use or are interested in using physician online com-

munities. Physicians currently participating in online physician

social networks on average write 24 more prescriptions per

week than those with no interest in online communities, making

them a valuable cohort.9

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

network, demonstrates Victoza achieved the highest sentiment,

while Seroquel XR and Abilify were the most frequently cited

and recommended brands. Analysis of data by category deter-

mined the Diabetes and Allergy & Asthma categories registered

the highest sentiment, while Psychiatric drugs were the most

frequently mentioned.

The online world is not currently mirroring the offline world

however, as little correlation is found between Sermo sentiment

or frequency and drug prescriptions or sales. The strongest

correlation (47 percent) was found between a brand’s number

of Sermo search results returned and its total sales.

Physicians in every specialty and of all ages are

creating and sharing medical content through social

media . Early adopter physicians are blogging, tweet-

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

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

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


”

“

SERMOSENTIMENT: SELECTBRANDS

RelativeSentiment&FrequencyofCommentsonSermoPlatform


SERMOSENTIMENT: WEIGHTEDAvG. OFDRuGCATEGORIES

RelativeSentiment&FrequencyofCommentsonSermaPlatform


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

40%

20%

80%

60%

120%

100%

-60%

-20%

-40%

0%

Zometa

Yaz

Asthma & Allergy

Diabetes

Cardiology

Gastrointestinal

Neurology

Victoza

Reclast

Ambien

Lipitor

Januvia

Plavix

Femara

Enbrel

Actos

Abilfy

Mirena

40%

20%

80%

60%

120%

100%

-60%

-20%

-40%

0%

Oncology

PsychiatryRheumatology

Urology

Women’sHealth

1 3 5 7 9 11 13 15

1 3 5 7 9 11 13 15





DiGiTAL iQ Index®:


24


Empty inboxPhysician-targeted email campaigns can best be described

as anemic. Only 57 percent of brands offered physicians the

opportunity to opt-in to email messaging. The physician’s

specialty is often collected at sign-up, providing the ability to

target and customize messaging. Sign-up may also require

verification of the physician’s license status. Simponi and Abilify

use the opportunity to collect additional information from the

physician such as their prescribing habits and patient demo-

graphics.

Although 73 percent of these brands corresponded in the six-

week period, only eight percent did so more than once.

Omnaris and Simponi both generate e-newsletters, but these

are targeted to consumers rather than physicians. Concerta’s

email promotes its HCP site’s tools and services, linking

directly to the content areas. Concerta is the only brand whose

email is viewable on a mobile device. Email marketing offers

the opportunity to highlight product features and to promote

Web 2.0 site content such as e-detailing, and online sampling.

0% 25% 50% 75% 100%

Email Opt-in 57%

73%

3%

8%

43%

27%

98%

92%

Welcome Email

Additional Marketing Emails

Email Viewable onMobile Device

PHYSICIANEMAILMARKETING%ofBrands

=NO

= YES

Concerta’semail marketing promotes its hCP site tools and services





DiGiTAL iQ Index®:


25

F L A S h O F G E n i U S

SymbicortREACHINGDOCTORSONMOBILE

Symbicort not only recognizes the importance of maintaining a

strong physician-focused site, the brand also goes above and

beyond to educate physicians using its mobile offering. A health

care provider can send the Symbicort mobile web address to his

or her email or access the site by scanning an image with an MS

Tag-enabled phone. Once on the Symbicort mobile site, physi-

cians can access dosage, formulary, and tolerability information

about the drug. While 13 percent of brands use their brand sites

to promote a mobile application (whether DTC or HCP) or mobile

site, most brands simply reference site availability.

Symbicort’suser-friendlymobilesite

provides physicians withquickaccess

toinformation aboutthedrug

Symbicort’smobilesitegetsahighprofileonthehCP site

Mobile must be embraced as a new channel and

not lumped into the general digital category . In the

same manner that the advent of radio, television, and

computers required a reinvention of the accepted

promotional output—so do mobile devices . QR codes are only the tip

of the iceberg . Before the end of this decade, mobile devices, includ-

ing tablets, will be the foundation from which all promotion is based .


”

“



http://www.symbicorttouchpoints.com/asthma-therapy/symbicort-mobile/



DiGiTAL iQ Index®:


26

Existing and emerging digital channels continue to

transform healthcare communications space, and

this change has been equally profound with profes-

sionals and consumers . We believe it makes sense

to integrate messages because our customers do not live separate

lives in online and offline worlds .



Medversation .com & Rethinkinsulin .comPhySiCiAn EDUCATiOn

Centocor Ortho Biotech’s Medversation.com and Sanofi-Aventis’s

RethinkInsulin.com provide some of the strongest examples of

enhancing physician education through digital.

Medversation.com is a free web application for physicians, geared

toward improving and informing patient conversations about

immune-mediated inflammatory disorders and treatments. Cen-

tocor Ortho Biotech’s portfolio of drugs, Remicade, Simponi, and

Stelara, are each featured in a dedicated microsite. All content is

free and upon registering, practitioners can save and comment

on articles, customize preferences, and receive updates via email.

The app organizes massive amounts of content for physicians.

Sanofi-Aventis, parent company of the Diabetes drug Lantus,

created RethinkInsulin.com to provide healthcare practitioners

with three common reactions of patients resistant to starting

insulin therapy. For each potential barrier, the site offers scientific

data emphasizing the importance of starting a course of treat-

ment, ‘success strategies’ for explaining medical information to

patients, and free patient education support materials such as

handouts and videos. Display ads on popular physician online

destinations are being used to drive traffic to the site.

Medversation.com’swell-designed educational site providesextensive(free)contentforphysicians

Rethinkinsulin.com helps health care

practitionersbetterunderstand the voice

ofthepatient”

“



http://www.medversation.com/medversation/PRE/consumer.html

http://www.rethinkinsulin.com/hcp/default.aspx

http://www.medversation.com/medversation/homeproduct/PRE/showProductPage.html



DiGiTAL iQ Index®:


27


ConcertaChOOSE yOUR Own ADVEnTURE

Concerta’s professional site offers an interactive diagnostic

case study that follows the behavior of a 10 year-old patient

with Attention Deficit Hyperactivity Disorder, through a narrated

video. Users are told that the patient was prescribed Concerta,

but still appears to struggle with ADHD. After watching the

case study, healthcare professionals are given three potential

courses of treatment and asked what they would do next.

Although Concerta scores points for interactivity, the

importance of promoting site features is emphasized when

the results are shown—only 61 healthcare professionals have

completed the case study.

Concerta’sinteractive case studyDigital has transformed how we should approach

creative . Successful brands don’t just live in ad

campaigns . They create platforms for engagement .

The big visual metaphor, which has been so successful in print

advertising, may not be the best creative option in a multi-channel

world . Our ideas need to be fluid, flexible, and inherently interactive .

They need to invite our audience into an engaging experience, not

just telegraph a functional point of difference .

—StevenHebert| Executive Creative Director, LLNS

“

”



http://www.concerta360.com/professional-resources/interactive-case-study

http://www.concerta360.com/professional-resources/interactive-case-study



DiGiTAL iQ Index®:


28


LipitorE-DETAILORIENTED

Lipitor’s e-detailing flash applet lays out patient history, physical

condition, labs, and medications in an easily digestible format.

The health care provider chooses from a selection of case

studies, then clicks through patient information and responds to

questions regarding treatment. Lipitor’s questions have definitive

medical answers, instead of a poll of physicians’ opinions, thus

focusing on professional education.

Lipitor educates users throughaseriesof

questions&answersregarding the treatment

ofthepatientineachcase study

Lipitorallowsuserstochoosefromaselectionofcasestudies



http://www.pfizerpro.com/resources/products/prescription/lipitor/flash/patientCaseStudies/index.html





DiGiTAL iQ Index®:


29

Physicians have less and less time to deal with sales

reps, meetings, and other pharma sponsored events .

The successful marketers will be the ones that can

incorporate their total promotional output (online and offline) into the

physician’s daily workflow and routine .



Novo NordiskGLIMPSINGTHEFuTuRE:ONLINESAMPLING

Novo Nordisk’s online physician portal, NovoMedLink, offers

e-sampling for its diabetes products, including Victoza and

NovoLog. Bypassing the time-consuming tradition of meeting,

calling, or faxing a drug representative, healthcare professionals,

after registering, can select the samples they need and have

them shipped to their office.

E-samplefromaselectionofNovo

nordisk medications

NovoMedLink.com’shomepage

”

“



http://www.novomedlink.com/

https://www.novomedlink.com/diabetes/samples.aspx



DiGiTAL iQ Index®:



Eli LillyinTERACTiVE EDUCATiOn

Eli Lilly, producer of Gemzar and Alimta, created interactive

staging galleries for lung, breast, and ovarian cancer on its

company site, LillyOncology.com. The galleries are designed

to provide healthcare professionals with tools to teach patients

about their illness. Each gallery features an interactive anatomical

view of the body. The breast cancer gallery details the differences

between malignant and benign cells within the breast.

Lilly’sOncologysitefeaturesinteractiveanatomical galleries

This site helps users toclassifyandbetterunderstand the differencebetweencancer cells



http://www.lillyoncology.com/pages/lung_cancer_staging_gallery.aspx






DiGiTAL iQ Index®:



Sanofi-AventisPROMOTINGPATIENTRESOuRCES

Sanofi-Aventis has invested significantly in developing digital

patient resources, buttressing the physician’s messages of drug

adherence and disease management. These resources are

promoted and easily accessible from the Lantus Healthcare

Professionals site.

In addition to the standard downloadable PDF patient education

material, the site prominently features Diabetes Co-Stars, a life-

style site targeting diabetes sufferers and their support systems,

as well as the online patient community, Lantus Connection. It

also promotes the GoMeals mobile app that allows patients to

track their food intake and locate restaurants. Lantus is the only

site in the study to link to the brand’s consumer-targeted Face-

book and Twitter pages.Real-lifepatients

tell their story and helpotherdiabetessufferersestablish

a support system through the Lantus online community

TheGoMealsappisaquickandeasywayfornutrition-consciencepatients to track their foodintakeon-the-go



https://www.lantusconnection.com/default.aspx?WT.mc_id=LHWB118

http://www.diabetescostars.com/default.aspx?WT.mc_id=LNWB142&s=0



DiGiTAL iQ Index®:


With so many sources of information available to

physicians, the power is in their hands more than

ever . If they don’t want to listen to you, they don’t

have to . Now, it’s imperative that brands get invited into the con-

versation by expressing the values and beliefs they share with their

audience . We need to stop just pushing out messages and to start

engaging with our audience .

—StevenHebert| Executive Creative Director, LLNS


MerckON-CALLCuSTOMERSERvICE

One way brands have strengthened their digital offerings is

through online chat, providing customer service to physicians.

For its entire drug portfolio, Merck offers Merck OnCall, which

pairs a professional with a representative, either through phone

or web conference. On-demand, and virtually face-to-face, reps

are available until 8 p.m. on most weekdays, providing technical

advice and access to product information, samples, patient

education materials, and a medical services pharmacist.

MerckoffersOnCallserviceforitsentire

drugportfolio

”

“



https://www.merckoncall.com/nbg_moc/Login.do



DiGiTAL iQ Index®:


33

SCOTT GALLOwAyProfessor of Marketing, NYU SternFounder, L2

Scott is a Clinical Professor at the NYU Stern School of Business where he teaches brand strategy and luxury marketing and is the founder of L2, a think tank for digital innovation. Scott is also the founder of Firebrand Partners, an operational activist firm that has invested more than $1 billion in U.S. consumer and media companies. In 1997, he founded Red Envelope, an Internet-based branded consumer gift retailer (2007 revenues: $100 million). In 1992, Scott started Prophet, a brand strategy consultancy that employs more than 120 professionals in the United States, Europe, and Asia. Scott was elected to the World Economic Forum’s “Global Leaders of Tomor-row,” which recognizes 100 individuals under the age of 40 “whose accomplishments have had impact on a global level.”

Scott has served on the boards of directors of Eddie Bauer (Nasdaq: EBHI), The New York Times Company (NYSE: NYT), Gateway Computer, eco-America, and UC Berkeley’s Haas School of Business. He received a B.A. from UCLA and an M.B.A. from UC Berkeley.

MAuREENMuLLENL2

Maureen leads L2’s research and advisory group and has benchmarked and/or developed digital and social media initiatives for more than 300 prestige brands. She began her career at Triage Consulting Group in San Francisco. At Triage, she led managed care payment review and payment benchmark-ing projects for hospitals, including UCLA Medical

Center, UCSF, and HCA. She has gone on to lead research and consulting efforts focused on digital media, private banking M&A, insurance industry risk management, and renewable energy economics for professional firms and academics. Maureen has a B.A. in Human Biology from Stanford University and an M.B.A. from NYU Stern.

R. DAniELLE BAiLEyL2

Danielle began her career at The Home Depot, Inc. where she led a variety of internal consulting engage-ments focused on supply chain, merchandising, and in-store process improvement. She went on to manage the implementation of award-winning mobile initiatives for several large media clients including The New York Times Co., NBC Universal, Disney/ABC, Maxim magazine, and Zagat. Danielle has a B.S. in systems engineering from the University of Virginia and an M.B.A. from NYU Stern.

kATE BARnETTL2

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

ChRiSTinE PATTOnCreative Director, L2

Christine is a brand and marketing consultant with more than 15 years of experience creating brand identities and marketing communications for aspi-rational and luxury brands. She began her career at Cosí, where she developed the brand and oversaw its evolution from concept through growth to 100 restaurants. Since then she has provided creative direction for a wide array of clients, including the launch of Kidville and CosmoGIRL! magazine. Most recently, she led creative services at ELLE during the most successful years of the magazine’s history, developing innovative integrated marketing programs for advertisers. Christine received a B.A. in Econom-ics and Journalism from the University of Connecticut and an M.B.A from NYU Stern.

T E A M : L 2





DiGiTAL iQ Index®:


34

ShAROn CALLAhAnCEO, VUE Group

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

Sharon is the CEO of VUE Group, a collaborative group of agencies that includes healthcare advertis-ing agency LLNS, Rx Mosaic PR, Unit 7 Relationship Marketing, and Managed Care consulting group GMR. In this role, Sharon is developing and engag-ing innovative approaches for teamwork between agencies and their clients, and her substantial skill in digital communications brings a high platform for in-novation and relevance to VUE Group’s strategically aligned integrated client offerings.

Prior to establishing VUE, Sharon was the Executive Vice President and Director of DAS Healthcare, Division of Omnicom Group. In this position, she led the global agency consolidation across disciplines and geographies for a major healthcare company, which resulted in 75 percent of their business being consolidated with Omnicom.

Before joining DAS, Sharon was Chief Digital Strate-gist at GHG and president of Summit Grey, in interac-tive agency born out of a company she co-founded.

When she is not promoting collaboration at VUE Group, Sharon spends her time supporting the Health-care Businesswomen’s Association and serves on the Board of the Coalition for Healthcare Communications and the Medical Advertising Hall of Fame.

STEVEn hEBERTEVP, Executive Creative Director, LLNS

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

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

PERRy kOLBERGroup Director, Omnicom Media Group

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

Perry’s healthcare experience reaches across pro-motional channels and spans most major therapeutic categories. He’s been responsible for launching and planning blockbuster brands, including Zyrtec, Cipro, and Aricept. He has been a fixture in the professional healthcare media community, serving on many pan-els and contributing to numerous trade publications.

After graduating from Boston University, he began his career at NW Ayer, a consumer agency, where he worked on direct response advertising for AT&T and the U.S. Army.

In his free time, Perry coaches his son’s little league baseball and basketball teams, hoping to instill a level of fair play and sportsmanship to the kids (and their parents).

T E A M : v u E G R O u P



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