Website Marketing

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An Eye-Opening Report On The Simplicity of Website / Internet Marketing

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Internet Marketing Defined...

Internet marketing or Internet-based marketing can be defined as the use of the

Internet and related digital technologies to achieve marketing objectives and

support the modern marketing concept. These technologies include the Corporate

Websites, Internet media and other digital media such as wireless mobile media,

cable and satellite.

In practice, Internet marketing includes the use of a company web site in

conjunction with online promotional techniques such as search engines, banner

advertising other web sites to acquire new customers and provide services to

existing customers that help develop the customer relationship.

WEBSITE MARKETING

The application of the Internet and Website

technologies in conjunction with traditional

communications to achieve marketing objective

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Website / Internet Marketing

IntroductionHow significant is Internet marketing to businesses? Today, the answer to

this question varies dramatically for different products and markets. The

media portrayal of the Internet often suggests that it is merely an alternative

for traditional advertising or only of relevance for online purchases of books

or CDs. In fact, the Internet can be readily applied to all aspects of marketing

communications and can and will need to support the entire marketing

process.

This first challenge is to transform Corporate Website and to half-heartedly

engage in some online activities like banner ads, blogs and a Facebook page

with a real plan to meet the customer & EDs objectives, however New

initiatives are started and neglected, or focused entirely on the wrong

things. As a result, companies miss out. Potential customers - both

physicians and patients - don’t get the message, or feel alienated.

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How does it work? In this report, we find out. We

examine the Internet as it stands today for physicians,

patients and Pharma, and analyze how marketing

strategies must change to reflect the times. We watch

the evolution of the Internet from a static Web page to

an ever-changing social hub and with it, the notions of

customer connections. We look at specific tools in the

social media age, observing how patients, physicians

and businesses in all industries use blogs, social

networking, Twitter, YouTube and other new media

tools, and develop best practices for their use.

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The corporate website and email went mainstream around ten years ago.

A fifth of all advertising now online, making the web outrank television.

Google has become the starting point for most people researching big

decisions, and the combination of bookmarks, blogs and social media have

become new tools for navigating and exploring issues. Every offline media

business now has a massive online copy of their current and archived

content, and the centre of gravity in publishing and broadcasting is shifting

to the web.

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In commerce, early adopter sectors such as insurance, ticketing, book shopping and IT hardware have

shifted online almost entirely, while sectors such as real estate, new car sales and job hunting have seen

the starting points in the customer journey shift while still retaining face to face contact at later stages. The

journey of a customer towards purchase is now blended between traditional and digital channels.

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Direct to customers (DTC) The pharmaceutical

industry is simply a microcosm of this wider sea change, and while

most pharma brands may have been surprisingly lethargic in

embracing these new channels, the same isn’t true for their

customers. From India to Latin America, South Africa to Scandinavia,

doctors and healthcare professionals have embraced the web and

email as a key tool in their everyday working lives. In many markets

from North America to Western Europe, patients too have found the

web so essential they are as likely to lookup pharma websites or

google up their symptoms as they are to ask a pharmacist. The

decision-making landscape for pharmaceutical purchases today is

unrecognizable compared to 2000.

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Website / Internet MarketingContd…

Brands wanting to connect with patients,

prescribers and purchase influencers have no

choice but to embrace the new channels, and the

given the general backwardness of the pharma

sector they may even gain significant competitive

advantage by moving quickly – as well as helping

them cut costs by reducing their investment in

classic channels.

In a world where patients turn to Pharma Websites

or Google rather than their pharmacist & doctors

go to online forums rather than conferences, the

conservatism of the pharma industry has come at

a heavy price.

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What’s in it for me ?... Website Marketing

Market Penetration : The website / internet can be used to spread more existing products into existing market to target market.

Market Development : Here website / internet is used to sell into new markets, taking advantage of the low cost of advertising internationally

without the necessity for a supporting sales infrastructure in the customers’ country.

Product Development : New products or services are developed which can be delivered by the website / internet .

Diversification : In this sector, new products are developed which are sold into new markets.

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The Internet can be applied by companies as an integral part of modern marketing concept

Used to support full range of organizational functions and processes that deliver products and services to customers

It is a powerful communications medium that can act as a ‘corporate glue’ that integrates the different functional parts of the organization.

It facilitates information management, which is now increasingly recognized as a critical marketing support tool to strategy formulation and implementation.

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Website marketing can work well for building relationships with primary customer and purchase influencers

Website channels can provide alternative models to field sales for achieving effective customer connections

Marketers can learn about how customers and stakeholders feel about their brands

Influence of non-purchasers on the purchasing habits of the consumer

Importance of the disease to identifying and classifying markets

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Internet can utilize all the text, animation, pictures, sound, and other characteristics of a television advertisement, at a significantly cheaper cost.

Using online media to reach the right audiences in the right mindset

Switch budgets into the sales channels that are really delivering results

Auditing the effectiveness of current activity can quickly show how to increase returns from existing budgets

Awareness of new drug information

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1.9 billion users worldwide connected in 2010

220 million users in United States

823 million Internet users only in Asia

85 million users in 2010 only in India

Delhi, Karnataka, Maharashtra & Tamil Nadu

has maximum number of internet users.

Patients with chronic diseases are more

more likely to use internet before making

treatment decisions (PEW Research Centre)

58% say the information they found in

their last search affected decision on

how to treat an illness or condition

61% American adults surf the web for health

information

Facts of Website / Internet Users Worldwide

1 http://www.internetworldstats.com/2 Office fédéral de la statistique3 The Social Life of Health Information, June 2009, pewinternet.org4 E-patients With a Disability or Chronic Disease, Oct. 2007, Pew internet & American Life project

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We are a country of Billion People and

we have measly 81 million active users

71 million users accessed internet in year

2009, with 50 million “active” users who

accessed it once in every week and 42

million users active almost every day

From 1995 to 2010 the percentage of

adults

using internet grew from 15% to 85%

Facts of Website / Internet Users India

Base : Mobile Association of India(IAMAI) and IMRB, April 2010 PEW Research Centre 2010

14Base : Mobile Association of India(IAMAI) and IMRB, April 2010

All Internet users log on to Internet to Check mail, or search for generic information –

with over 87% users checking mail and 80% for general information search.

Facts of Website / Internet Users India

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TRENDS

Marketing

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Welcome to the age of digital primacy.

99% of physicians use the internet in their practices

80+% of nurses direct patients to health-related websites

50:50 chance that our free time is spent with a computer (vs. a TV)

Manhattan Research, Taking the Pulse, 2010Manhattan Research, Taking the Pulse Nurses, 2010Forrester’s 2009

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The web is dead.Long live the internet.

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The web is dead.Long live the internet.

As much as we love the open, unfettered Web, we’re abandoning it for simpler, sleeker services that just work.

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Consumers are continually seeking new ways to better manage their

personal health and wellness and an ever-growing number of online

health sites, support groups, health blogs, podcasts, and other

resources are supporting consumers in this process with the click of

the mouse or touch of a mobile screen.

20Base :1,000 consumers – a representative sample of the U.S. population in terms of age, gender, region, and ethnicity

INTERNET, a Natural

Progression for Information Delivery to Consumers

Information Sources Used in the 2009 by Customers

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A Survey demonstrates how Doctors / Individuals use the internet and search in their regular practices

Understand how Physicians use the websites / internet in

Clinical Practices

Determine the impact of Online Searches

Outline how physicians use search

Evaluate physicians perceptions of the Website / Internet

Research Objectives

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Number of Interviews:

411 Physicians (PCPs / GP, Endo, Cardio and PSY) completed an online

survey, including embedded internet search exercises by Hall Partners

and Google Inc.

202 Doctors by Health on Net foundation…

By Theodor Andersson, Judith Patterson & Célia Boyer, Executive Director

2000 Individuals By Russell Marketing Research

In order to qualify the survey, a physician had to:• Be in practice 2 – 30 Years• Spend at least 75% of their time in direct patient care• See a minimum of

75% patients / week for PCPs/GP/Endo/Cardio 50 patients / week for Psychiatrists

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Physicians says “The Internet is Top Health Resource”

of Physicians have used the pharma companies websites or internet to gather health, medical or prescription drug information

The internet far exceeds the following resources for gathering health, medical or prescription drug information:

• Online CME Courses – 78%

• Peer Review Journals – 77%

• Pharmaceutical Sales

representation - 77%

• Colleagues – 67%

• Books - 56%

• Health related organization

/ association - 54%

• Magazines – 35%

• Video DVDs – 20%

Base: Total Doctors =458

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Physicians Access the Internet Across Locations

Question: In which of the following places do you access the internet to research medical or clinical information? You mentioned that you access the Internet in your office or clinical setting. Specifically, where do you do so? Do you use a mobile device (e.g. cell phone, PDA, Blackberry) to access clinical information? .Base: Total Doctors =411

Places Used to Access the Internet for Medical Information

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Most Physicians Access the Internet Daily

Questions: Which of the following best describe how often you use the internet in your clinical practice to gather health medical or prescription drug information? Approximately how many times per week do use search engines to research clinical information? Base: Total Doctors =411

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Search Engines are the Top Online Resource

Questions: Which of the following online resources do you use to research or gather health, medical or prescription drug information? How useful are the following online resources to you as you research or gather health, medical or prescription drug information?Base: Total Physicians n=411

Potential market to Target Audience

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Physicians Look for Info on Variety of Topics

Reasons for Conducting Online Research

General condition Information 75%

Information for Patients 61%

Information to aid diagnosis 53%

Specific Drug Information 77%

Treatment side effects 68%

Drug safety information 64%

New medications 64%

Contraindications 59%

Medication in Development 45%

Clinical trail information 45%Question: For which of the following reasons do you use the internet to research health, medical or prescription drug information?Base: Total Physicians =411

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Physicians Research on Multiple Websites

Base: Physicians who used websites = 389

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Physicians Research further on Websites

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Physicians Take Action as a Result of Online Research

Frequency of Actions Taken as a Result of Online Research

Question: How often do you take the following actions as a result of gathering clinical information online? Top 2 box (always/often).Base: Total Physicians =411Source:

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Physicians Believe the Internet is Benefit

Question: Using the scale bellow, please indicate how much you agree or disagree with each of the following statements about using the internet in your clinical practice? Top 2 box.Base: Total Physicians =411

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Which drug do Doctor’s visit the most?...

Survey : Manhatten Research, 2008, Press release

Focus Brand Rank

Merck’s Januvia 1st

Takeda’s Actos 2nd

Pfizer’s Chantix 3rd

Merck’s Gardasil 4th

Actonel 5th

Focus Brand Rank

Vytorin 6th

Amitiza 7th

Byetta 8th

Avandia 9th

Aciphex 10th

The sites that feature diabetes meds top the list, with

Merck’s Januvia garnering the No. 1 ranking and

Takeda Pharmaceutical’s Actos finishing second,

according to Manhattan Research, which says it

conducted an online survey in 2008-2009 of 1,681 docs

practicing in the US.

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Conclusions

Internet is an integral part of Physicians Clinical Practice

Physicians use the Websites / Search engines round the clock in short bursts of time

Website / Search is a gateway to online health information but also used throughout the research process

Physicians find with they are looking for using search or through Pharma Companies websites

The Internet and Search have transformed medical practice today

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Recommendations

TO REDESIGN WEBSITE

Prefer a manner of delivery for pharmaceutical activity – rep, video, detail

Website to have feature of Chat live with Customer Representative

Online information about Drug Coverage

Ability to opt / in sign up for additional communications

Ability to report adverse events

Clinical trial results

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Recommendations to redesign the Website

Email customer service requests (with a guaranteed 24-hour response window)

Information about participating in clinical trials

Sign up for product alerts to mobile phone

Request an office visit from a detail rep or sales consultant

Request product samples (i.e. electronic sampling)

Ability to download information to PDA or mobile device

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Disease management tools for patients

Disease-specific patient education

Information about upcoming medical conferences

Sign up for product alerts to mobile phone

Request an office visit from a detail rep or sales consultant



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Links to disease sites for professionals

Product-specific patient education

Information about upcoming medical conferences

Treatment guidelines

Effectiveness of live online speaker events



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Innovation and Change in Marketing

WEB MARKETING

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When new innovations arrive in business, some sectors adopt them quickly, others more

slowly – and when it comes to digital channels, pharmaceutical firms among the slowest

of all. We've been tracking the growth of digital marketing since 1995 and the pharmaceutical

industry is a curious anomaly.

The combination of big management structures, global frameworks, understandable conservatism and unclear

regulation has left pharma marketing five to seven years behind more innovative sectors in the use of the web. From

clinicians to administrators, those involved in the purchase process switched to the web, but few pharma brands

properly followed. Many rarely reach out beyond their own websites, and most websites remain simple Web 1.0

brochure ware pages that play only a marginal role in the sales conversion process.

The result is a massive missed opportunity…

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“The centre of gravity in marketing is moving to digital channels; pharma and

healthcare brands who respond quickly can gain competitive advantage as well as

improving the effectiveness of their marketing”

“Pharmaceutical brands were slow to web marketing. The cautious

behavior, combined with uncertainty of regulation, held pharmaceuticals

back while marketers in finance, professional services, manufacturing

and business services raced ahead online. For the experienced digital

marketer this will be a useful checklist, for those new to the web it could

revolutionize the communications mix - and for finance directors it could

be the key to saving 20% of the marketing budget without any drop in

results.” Danny Meadows-Klue, CEO & Chief Analyst

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Website Analytics

Some proving facts of Websites

A Website Analysis graph which represents the number of visitors

visited the website for information

Let us take a quick view example

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No. of Website Visitors

Total Visitors

Total Unique Visitors

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Cipla Website Analyzer

No. of Website Visitors

Total Unique Visitors

Total Visitors

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Other Websites Statistics : Total Individual Visitors Data

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Total No. of Website VisitorsName Apr-10 Sep-10 Mar-11 Monthly Change %

Merck 1031385 967039 134453 6.14Roche 198668 165091 213344 21.01Astellas 127668 117350 127967 28.92GlaxoSmithKline 105215 85208 89528 9.46Abbott Laboratories 76495 131504 72920 18.11Novartis India Ltd 75650 65065 65131 5Eli Lilly 72047 83467 78144 8.7BMS 45095 56847 52379 2.92Johnson & Johnson 44859 33817 41014 25.36Baxter 43382 43671 53610 17.92Allergan 37452 30224 36696 15.92Amgen 33008 26941 33580 9.97Bayer 32198 30405 22986 -2.53Astrazeneca 29865 23247 31149 -9.2Genzyme 22898 22783 14846 -8.21

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Contd…Other Websites Statistics : Total Individual Visitors Data

Total No. of Website VisitorsName Apr-10 Sep-10 Mar-11 Monthly Change %

Novo Nordisk 16349 8087 10150 -4.64Sanofi Aventis 12689 7216 8116 -2.62Cephalon 11111 6901 7219 -30.95Celgene 8982 10894 11368 -17.88Takeda Pharmaceuticals 7931 10882 5361 -20.73Abbott India Ltd 6152 3985 1637 42.63Daiichi Sankyo 4716 4217 2910 5.09Ranbaxy Laboratories 4124 1238 2926 180.27Actavis 1472 3863 3131 -16.33Otsuka Global 1430 552 267 -80.6Aurobindo Pharma 1158 2393 369 -43.4Glenmark 1135 1572 2345 271.04Sun Pharmaceutical 1017 2640 700 14.19Intas Pharmaceuticals 1002 616 527 -33.63

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Companies successfully implemented Website Marketing

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Companies successfully implemented it..

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Companies successfully implemented it..

DOCTORS.NET

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Other Companies List…

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Other Companies List…Contd…

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Internet Marketing Steps

THE ENTIRE CONCEPT OF

INTERNET MARKETING IS DIVIDED

INTO FOUR LADDERS :

• CORPORATE WEBSITE

• CONVERSION OPTIMIZATION

• SEARCH MARKETING

• SOCIAL MEDIA MARKETING

Our 1st Step is to redesign our Website

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It is speculated there will be an increased use of the Internet in the future.

Schools are offering computer classes to children of much younger ages,

as compared to just a few years ago. As the cost of computers and

Internet access decline, more and more consumers will utilize the Internet

as an information source. Hence, it will be beneficial for companies to

promote their products on the Internet. The Internet can also be called the

newest direct-to-consumer advertising tool. As more companies plan to

take advantage of the Internet as a marketing tool. The Internet will

become more user friendly and Web sites will become easier to access.

The internet will contribute to the formation of a globally accessible

pharmaceutical industry.

Projections for the Future

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Thanks

Allwyn Fernandes

Website Marketing

Documents

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