what's on the horizon for pharma in the digital space – an ... schroederyahoo!.pdfwhat’s...

What's on the Horizon for Pharma in the Digital Space – An Update from Leading

Online Providers

Bryan SchroederSenior Director, Advertiser Product Marketing & Solutions, Yahoo!

Digital Advertising Challenges

“How do I measure impact?”

“How long to convert?”

“Will the ad drive Rx sales?”

“Am I reaching the right consumer or prescriber?”

Yahoo! isthe premier digitalmedia company.

scaleto reach target audiences who matter to an advertiser’s business in meaningful numbers

Source: comscore, August 2011

Reaching 83% of the US Online Audience

178 MillionUnique Users

Yahoo! Health Engages Active Health Seekers

New programming• Dr. Drew’s new TV show “Lifechangers”

Custom micro-site opportunities

artto create immediate, lasting engagement

The Canvas

Introducing Dr. OzWeekly program will appear as part of a branded experience on Yahoo! Shine

• Answers to medical myths• Sound medical advice themed around individual care

Unique advertising sponsorships available today• Brand exclusivity• Creative messaging throughout the viewer experience

An Exclusive Video Series for Yahoo!

Flexible Features:• Interactive Video• Print Questions for Doctors• Downloadable PDF• Downloadable Research• Vouchers• Symptoms Quiz• Polling with Live Results• Game• Sign Up for text alerts• Opt-in Adherence Programs• Fair Balance module

*Ad for illustrative purposes only

Interactive Video Ads ExtendYour TV Ads Online

Rich Ads in Search Increase Engagement

PILOT

Beyond text links:• Embedded Video• Images• Icons• Form field (optional)• Product information

scienceto understand and target an audience with precision

Yahoo! Audience TargetingHas The Right Data Sources

Advertiser Data Partner DataData

Demo Geo Life StageLifestyle

Interests /Attitudes

Purchase Intent

Ensuring Brand Safety for Marketers and Transparency and Control for Consumers

Yahoo! Is the

#1most trusted

technology brand in the world*

Source: 2010 Edelman Trust Barometer

Yahoo! believes strongly in empowering users by

offering transparency into our data collection and use

practices and providing tools to exercise user

choice.

What’s Next for Pharma in Digital

Scale Activating the synergies between Digital & Traditional

Efficiency Leveraging Digital for holistic DTC and HCP marketing

ROI Getting beyond the click by “Closing the loop”

Social Renewed focus on being a part of the conversation

THANK YOUBryan Schroeder

Senior Director, Advertiser Product Marketing & Solutions, Yahoo!