Life Science Marketing

Getting Above the Din with SEM

The search engine for science PDFs

 Life Science Marketing
Getting Above the Din with SEM

The search engine for science PDFs

 Today’s discussion

  What’s Pubget?
  What and why of SEM

  Going for SEM: Now what?

  Conclusions and recommendations

The search engine for science PDFs

 Your speakers: Pubget’s SEM Team

  Ryan Jones, President

  Senior Product Manager, Microsoft Enterprise Search Group
  Director, Product Marketing, FAST Search (acquired by Microsoft)
  Commonwealth Capital Ventures, BCG, Yankee Group Research
  AB Dartmouth; MBA UC Berkeley

  Peter Bless, VP Business Development

  Sales Director, WebMD
  Director, Nature Publishing Group India
  U.S. Sales Manager, Nature Publishing Group
  BA Rhode Island College

The search engine for science PDFs

 What’s Pubget
Each search query pre-fetches content to create
a custom-assembled PDF journal      

The search engine for science PDFs

 Pubget’s connection to science and
medicine
5
Most active institutions

In Good Company
… and 200+ others. •  40 of the top 50
USNews Med
Schools
Customers
•  71 of the top 100
NIH Grant
recipients

The search engine for science PDFs

 Today’s discussion

  What’s Pubget?
  What and why of SEM

  Going for SEM: Now what?

  Conclusions and recommendations

The search engine for science PDFs

 Some definitions

•  Internet marketing that promotes websites by driving

SEM visibility in search engine result pages

•  Editing your site or relationship to other sites in order

SEO to improve visibility

•  Improving visibility in results lists by paid inclusion or

Paid Search ad placement

Prospect •  Visitor

Lead •  Passes through some qualifying action

The search engine for science PDFs

 Calculating cost per lead

  YMMV Consumer Corporate

  The shape varies by
product and customer Prospects 100 100
type, landing page
  Qualifiers could be forms,
Leads 20 50
downloads, or other sign
of commitment
  Your goals determine Deals 3 5
which layer is most
important

The search engine for science PDFs

 The qualitative bang for buck
shifted spend to search advertising
Qualitative Media Goals

Awareness Education
Branding

Print
Events

Search
Transactional

Email

Source: Forrester 2009 Internet Advertising Forecast, Pubget Analysis

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The search engine for science PDFs

 Life science marketers have been slow
to catch the SEM trend

Source: Linus Group: Life Science Company Marketing Survey 2009

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The search engine for science PDFs

 Conflicting trends in SEM resource allocation

Source: Linus Group: Life Science Company Marketing Survey 2009

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The search engine for science PDFs

 Cost per visitor in life science

SEM Cost Per Visitor and Lead

Approach Cost per Cost per

visitor lead
Search $8.38 $16.76
ads
SEO $0.85 $1.70

Source: BPA Audits/ Media Kits for Nature, Science, Cell, Biotechniques,, Pubget Analysis
Assumes: 0.2% CTR for print and banner, 0.4% CTR for search

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The search engine for science PDFs

 Today’s discussion

  What’s Pubget?
  What and why of SEM

  Going for SEM: Now what?

  Conclusions and recommendations

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The search engine for science PDFs

 Now What?

The Foundation Components

  This is MECE—all leads
SEO
fall into these categories
  Depending on your current
content assets, CPL will
vary for each
  Time to yield is another
Other leads Search ads
key determinant
  Now it is up to you to
allocate resources…

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The search engine for science PDFs

 SEO
Best Practice Example

  DPI
  Content Development
  Cost of uniqueness
  Content Performance
  Presentation
  Speed
  Structure
  Content Importance
  Inbound linking

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The search engine for science PDFs

 Search ads
Best Practice Example

  Don’t confuse
content specificity
with audience
specificity
  Consider
engagement
  Other decisions:
  Management
overhead
  Competition

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The search engine for science PDFs

 Other leads
Best Practice Example

  Other lead sources outside

of SEM are complimentary if
the following goals
  Timing

  Targeting
  Call to action

  … are not met with SEO and

search ads alone

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The search engine for science PDFs

 Today’s discussion

  What’s Pubget?
  What and why of SEM

  Going for SEM: Now what?

  Conclusions and recommendations

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The search engine for science PDFs

 Conclusions and recommendations
Conclusions
  Spending on SEM expected
to double over the next five
years
  Life science marketers are
behind web marketers
overall
  Cost per visit or lead is the
most concrete way to
measure success
  SEM should be approached
in three digestible metric
categories
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Recommendations
  Use CPL as your guide in
shifting marketing budgets
  Set CPL goals and start
longest term projects (SEO)
first
  Build a CPL portfolio
  Don’t fall into typical traps:
Content as audience, SEO
tricks, competitive crowding
The search engine for science PDFs