pharma healthcare digital iq l2
TRANSCRIPT
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
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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.
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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
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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.
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DiGiTAL iQ Index®:
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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
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DiGiTAL iQ Index®:
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Rank Brand Parent Disease State Digital iQ® Class Comments
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
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DiGiTAL iQ Index®:
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Rank Brand Parent Disease State Digital iQ® Class Comments
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
D i G i TA L i Q R A n k i n GAsthma
& AllergyCardiology Diabetes Neurology Oncology Psychiatry UrologyRheumatology Women’s
HealthGastrointestinal
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DiGiTAL iQ Index®:
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Rank Brand Parent Disease State Digital iQ® Class Comments
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
D i G i TA L i Q R A n k i n GAsthma
& AllergyCardiology Diabetes Neurology Oncology Psychiatry UrologyRheumatology Women’s
HealthGastrointestinal
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Rank Brand Parent Disease State Digital iQ® Class Comments
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
D i G i TA L i Q R A n k i n GAsthma
& AllergyCardiology Diabetes Neurology Oncology Psychiatry UrologyRheumatology Women’s
HealthGastrointestinal
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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
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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%
k E y F i n D i n G S
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
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k E y F i n D i n G S
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.
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-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%
k E y F i n D i n G S
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
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k E y F i n D i n G S
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
-Mye
rs Squ
ibbn=
4
GlaxoS
mithKlin
en=
4
John
son &
John
sonn=
4Bay
er
n=3
Genen
techn=
3
Sanofi
-Ave
ntisn=
3Abb
ott
n=2
Amgenn=
2
Boehr
inger
Inge
lheimn=
2
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
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k E y F i n D i n G S
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
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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
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k E y F i n D i n G S
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
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k E y F i n D i n G S
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
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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 .
—Sharon Callahan | CEO, VUE Group
”
“
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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
k E y F i n D i n G S
MANuFACTuRERPROFESSIONALTargetedMobileApps
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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
k E y F i n D i n G S
MANuFACTuRERPROFESSIONALTargetedMobileApps
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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%
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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 .
—Sharon Callahan | CEO, VUE Group
”
“
SERMOSENTIMENT: SELECTBRANDS
RelativeSentiment&FrequencyofCommentsonSermoPlatform
(November 2010-January 2011)
SERMOSENTIMENT: WEIGHTEDAvG. OFDRuGCATEGORIES
RelativeSentiment&FrequencyofCommentsonSermaPlatform
(November 2010-January 2011)
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
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k E y F i n D i n G S
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
© L2 2011 L2ThinkTank.com 25
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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 .
—PerryKolber| Group Director, Omnicom Media Group
”
“
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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 .
—Sharon Callahan | CEO, VUE Group
F L A S h O F G E n i U S
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”
“
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F L A S h O F G E n i U S
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
“
”
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F L A S h O F G E n i U S
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
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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 .
—PerryKolber| Group Director, Omnicom Media Group
F L A S h O F G E n i U S
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
”
“
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F L A S h O F G E n i U S
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
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F L A S h O F G E n i U S
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
© L2 2011 L2ThinkTank.com 32
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DiGiTAL iQ Index®:
Pharma & healthcare Providers
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
F L A S h O F G E n i U S
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
”
“
© L2 2011 L2ThinkTank.com 33
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DiGiTAL iQ Index®:
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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
© L2 2011 L2ThinkTank.com 34
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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
L2isathinktankfordigitalinnovation.
We are a membership organization that brings together thought leadership from academia and industry to drive digital marketing innovation.
RESEARCH
Digital iQ index®: The definitive benchmark for online competence, Digital IQ Index® reports score
brands against peers on more than 350 quantitative and qualitative data points, diagnosing their
digital strengths and weaknesses.
EVENTS
Forums: Big-picture thinking and game-changing innovations meet education and entertainment.
The largest gatherings of prestige executives in North America.
300+ attendees
Clinics: Executive education in a classroom setting with a balance of theory, tactics, and
case studies.
60 –120 attendees
WorkingLunches: Members-only lunches led by digital thought leaders and academics.
Topic immersion in a relaxed environment that encourages open discussion.
12–24 attendees
MBAMashups: Access and introduction to digital marketing talent from top MBA schools.
CONSULTiNG
AdvisoryServices: L2 works with brands to garner greater return on investment in digital initiatives.
Advisory work includes Brand Digital Roadmaps, Social Media Strategy, and Site Optimization
engagements.
MEMBERSHiP
Formembershipinfoandinquiries: [email protected]
UPCOMiNG EVENTS
05.20.11 L2 Clinic EmergingDigitalMediaPlatforms
While Facebook dominates the social media landscape,
a multitude of other digital platforms and new consumer
behaviors that surround them have emerged . In isolation,
these platforms may not have reached critical mass; but in
aggregate, they provide a fertile ground for brands to run
creative experiments, reach new consumers, and glean
insights into wholly new forms of digital self-expression and
consumer activity .
06 .24.11 L2 Clinic Mobile&Geolocal
Every year has been touted the “year of mobile .” However,
looking back at 2010, predictions and estimates on the
explosive growth of mobile devices, smart phones, and the
ubiquity of mobile web have all reigned true; we are now at
an inflection point .
07.22.11L2 Clinic video&Celebrity
This half-day immersion explores successful strategies to drive
engagement and brand awareness through the use of online
video and traditional—and nontraditional—celebrities .
UPCOMiNG RESEARCH Digital IQ Index® Reports
Travel
Financial Services
PrestigeFacebookIndex
China:Prestige100
Specialty Retail
Beauty
Fashion & Leather Goods
Watches&Jewelry
GenYAffluents: Prestige Brand Ranking
© L2 2011 L2ThinkTank.com
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