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Maximize Education Opportunities Through a Refined Search Engine

Approach

A Marketers Perspective on Search

Ellen Hoenig Carlson, Advance MarketWoRx

www.advancemarketworx.com

Bio/Pharmaceutical and Marketing Device Forum on Patient Centered Marketing

July 29, 2010

Of those adults…

60% of them look for the experience of “someone like me”

66% - look up a specific disease or problem 55% - a certain medical treatment or procedure 45% - information on prescription or OTC drugs 38% - hospitals or other medical facilities 35% - alternative treatments or medicines

Source: The Social Life of health Information, Pew Internet and American Life Project, 2009

Patients who are:EquippedEnabledEmpoweredEngagedEducated

Spurned the birth of the e-patient movement

Continuing the e-Patient Movement…

Participatory Medicine is a movement in which networked patients shift from being mere

passengers to responsible drivers of their health, and in which providers encourage and

value them as full partners.- The Society for Participatory Medicine 2010

Creating a new balance…

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What is Pharma’s Role?

• Encourage greater participatory medicine?

• Help educate and empower patients and their families?

• Ensure balanced risk/benefit information?

• Improve patient health?

• Balance business growth and actions with transparency?

How Does Search Fit In?

Basic online entertainment (online videos, playing games)

E-commerce (online shopping, banking, and travel reservations)

Research and information gathering (product research, news, health and religious information searches)

Email and search

Active engagement with social media

(visit SNS, create SNS profile, create blogs)

More advanced online entertainment

(download videos, music and podcasts)

More advanced communication and passive social media use

(instant messaging, visit SNS, read blogs)

Activity Pyramid: Online Pursuits by Generation

Source: Pew Internet Generations Online 2009

Search is a Primary Gateway.

For some …

“Education is the key to unlock the

golden door of freedom.” —George Washington Carver

For some …

“Education is the key to unlock the

golden door of freedom.” —George Washington Carver

For others….

“Learning is not compulsory...

neither is survival.”--W. Edwards Deming

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Patients/Caregivers Search What’s Most Important To Them At The Moment

Un Dx

• What is condition x? • Do I/my family have condition x?

Dx-Awareness

• What are treatment options for condition x? Tips for easier living?• I just saw a DTC ad; what else can I learn?• A friend told me about a particular product; is it right for me/my child

Consideration

• My doctor suggested product x might be a good fit for me; is it?• My doctor gave me/my child a new script for product x; should I fill it?

Trial/ Loyalty

• I just filled my first script for product x; what can I expect? • How do I use product x? Are financial/patient programs available?

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17

How Can Marketers Best Leverage Search

and Maximize Patient/Caregiver

Education Opportunities?

1. Thinking Like A Pharma Person and Not Like a Patient

Small differences in initial conditions yield widely diverging outcomes for chaotic systems, rendering long-term prediction impossible in general.[1]

• Even those patients that appear to be similar act and respond in slightly different ways, making prediction difficult

• Small human differences often create different outcomes that are hard to predict

Think like a patient: See the world through their eyes – not yours.

The Butterfly Effect in Chaos Theory

¹Stephen H. Kellert, In the Wake of Chaos: Unpredictable Order in Dynamical Systems, University of Chicago Press, 1993, p 32, ISBN 0-226-42976-8. Wikipedia

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Adopt the patient’s mindset—anticipate their changing, daily needs!

Think like a patient: See the world through their eyes – not yours.

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2. Believing that the Patient Pathway is Linear and Moves at a Constant Speed

Hint: It once may have seemed so….

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“The Challenge for SEM is to be flexible enough to continually reinvent relevance for each patient search… each time…”—Ellen Hoenig

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3. Teasing One Thing. . . Delivering Another.

Patient searches to learn about a condition … ends up being sold a new Rx

Patient wants credible information … ends up at a site they don’t trust

An offer promises one thing… delivers another.

If expectations aren’t aligned, it can quickly turn into a negative patient experience. E.G.:

4. ‘Talking at’ When You Should ‘Talk With’

eHealth searchers are taking action—already in a very different mindset –one of learning and engaging.

5. Providing Limited Value Creation If “Content is King”, does your search content satisfy

core segments? Educate? Enable? Engage?

Can you better ‘organize’ or ‘personalize’ content?

5. Providing Limited Value Creation If “Content is King”, does your search content

satisfy core segments? Educate? Enable? Engage?

Can you better ‘organize’ or ‘personalize’ content?

Is the right content being served to the right person at the right time?

Ensure a smooth patient experience?

Consider each mindset across high value e-patient segments?

Why Don’t You Get It?

6. Forgetting about Brand Objectives and Strategies—Your search strategy is your brand strategy!

Means Not Placing too much resources behind every new, shiny object…

Search is ‘tried and true—still one of the best sources of qualified, targeted traffic Search is a gateway to

capture patient action and new mindset Search achieves media

synergy Search generates meaningful

market data

“Search is the little black dress of digital marketing – it will always be in style and goes with just about anything.”-Monique Levy, Manhattan Research

The speed of new media and technology is creating greater challenges to integrate strategy and media across channels and internal and external partners Search is often managed in isolation—yet greatly synergistic with mass and social media Not enough attention paid to incorporating brand engagement Consumers are searching 24/7 across multiple channels and platforms—Broaden your view!

7. Search is its Own Island

8. Not Innovating and Keeping it Fresh; Taking a Narrow View of Search

Search is evolving— critical to keep pace with the new media landscape YAZ/Google good E.G. SEM now well beyond

Google/Yahoo

Search is 24/7—”Real Time” mobile, WiFi, SNS/YouTube Social Media: Growing Impact on

search results eHealth searchers want reliable

and relevant info Yes, DDMAC challenges Test, Learn, Re-test!

Eight Common Blunders in Search Marketing

1. Thinking like a Pharma Person and not like a Patient2. Believing the Patient Pathway is Linear and Constant3. Teasing one thing. Delivering another. 4. ‘Talking At’ when you Should ‘Talk With’5. Providing Limited Value-Add 6. Forgetting about Brand Objectives and Strategies7. Believing Search is it’s Own Island8. Doing same ‘old; Taking a Narrow View of Search

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Marketing Check List to Optimize Search

Leveraging brand promise and objectives?SEM Pathways deliver genuine value and positive

patient experiences?Generating efficient and targeted traffic/leads?Increasing Brand Awareness?Incorporating Brand Engagement?Synergies across media channels and SM platforms?Generating in-market customer learning?Continuous-testing in place for new keywords,

placements, formats, creative, offers etc. ?

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Healthcare Search Will Continue To Advance

Real-Time Search, including SNS, video, mobileBing Health Search improvementsGoogle’s Health-Search Feature for MedicationsGoogle’s Development Roadmap- mobile focusGoogle/Microsoft are both at work at designing systems to hold medical info, including Rxs, medical history etc.— future impact on search?

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Google recently expanded its “Health OneBox” at the top of search results to include a summary with links to NIH when users search on a prescription or generic drug (US Only)

Last Year Google began integrating health-related content at the top of search results via its “Health OneBox”

Google’s Development Roadmap: More Info in More Places

Google is preparing to significantly advance its search offering in three areas: Mobile: Advancing voice-recognition and

translation capabilities, voice-based search, click-to-call tech to facilitate mobile-based commerce directly from search ads, mobile payment Huge potential impact on mobile search.

Feeds-Based Advertising: Reporting:

Source: Razorfish POV by Adam Heimlich, June 2010

“Learning is the beginning of wealth. Learning is the beginning of health. Learning is the beginning of spirituality. Searching and learning is where the miracle process all begins. “ –Jim Rohn

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