Website Marketing

An Eye-Opening Report On The Simplicity of Website / Internet Marketing1

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 MARKETINGThe application of the Internet and Website technologies in conjunction with traditionalcommunications to achieve marketing objective2

Website / Internet MarketingIntroductionHow 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.3Contd…

Website / Internet MarketingContd…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.4Contd…

Website / Internet MarketingThe 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. 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. 5Contd…

Website / Internet MarketingContd…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. 6

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.7

What’s in it for me ?... Website Marketing8Contd…

What’s in it for me ?... Website MarketingContd…9Contd…

Facts of Website / Internet Users Worldwide 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 condition61% American adults surf the web for health information1 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 project12

Facts of Website / Internet Users IndiaWe 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% Base : Mobile Association of India(IAMAI) and IMRB, April 2010 PEW Research Centre 201013

Facts of Website / Internet Users IndiaAll 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. 14Base : Mobile Association of India(IAMAI) and IMRB, April 2010

Welcome to the age of digital primacy.99% of physicians use the internet in their practices80+% of nurses direct patients to health-related websites50:50 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 200916

The web is dead.Long live the internet.17

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. 18

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. 19

Information Sources Used in the 2009 by CustomersINTERNET, a Natural Progression for Information Delivery to Consumers20Base :1,000 consumers – a representative sample of the U.S. population in terms of age, gender, region, and ethnicity

A Survey demonstrates how Doctors / Individuals use the internet and search in their regular practicesResearch Objectives21

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 TheodorAndersson, Judith Patterson & Célia Boyer, Executive Director 2000 Individuals By Russell Marketing ResearchIn 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

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

50 patients / week for Psychiatrists22

23Physicians says “The Internet is Top Health Resource”of Physicians have used the pharma companies websites or internet to gather health, medical or prescription drug informationThe internet far exceeds the following resources for gathering health, medical or prescription drug information:Online CME Courses – 78%

Pharmaceutical Sales representation - 77%

Health related organization / association - 54%

Video DVDs – 20%Base: Total Doctors =458

Physicians Access the Internet Across LocationsPlaces Used to Access the Internet for Medical InformationQuestion: 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 =41124

Most Physicians Access the Internet DailyQuestions: 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 25

Search Engines are the Top Online ResourcePotential market to Target AudienceQuestions: 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=41126

Physicians Look for Info on Variety of TopicsReasons for Conducting Online ResearchGeneral 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 27

Physicians Research on Multiple WebsitesBase: Physicians who used websites = 389 28

Physicians Research further on Websites29

Physicians Take Action as a Result of Online ResearchFrequency of Actions Taken as a Result of Online ResearchQuestion: 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: 30

Physicians Believe the Internet is BenefitQuestion: 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 31

Which drug do Doctor’s visit the most?...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.Survey : Manhatten Research, 2008, Press release32

Recommendations to redesign the Website35

Innovation and Change in MarketingWEB MARKETING38

Innovation and Change in MarketingWhen 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… 39

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