7p5 Digital

How Digital is Shaping the Future of Pharmaceutical Marketing
Digital Health Trends ePharma Marketing Strategies Resource Guide Released Q3 2009
Copyright 2009 Manhattan Research, LLC All rights reserved
t: 1.888.680.0800 e: sales@manhattanresearch.com www.manhattanresearch.com
Table of Contents
Introduction... 3 Digital Health Trends... 3 Physician Market Trends. 3 Consumer Market Trends....... 3 ePharma Marketing Strategies... 7 Physician eMarketing Life Cycle....... 7 Consumer eMarketing Life Cycle.. 11 Resource Guide...15
To request a complimentary demo of Manhattan Researchs physician and consumer studies and strategic advisory services and preview the breadth of eHealth data and analysis available to subscribing clients, please contact our team at sales@manhattanresearch.com or 1-888-680-0800, ext 2.
Page 2
Introduction
Technology has prompted drastic changes in the marketing world over the past decade, and pharmaceutical marketing has not been excluded from this evolution. Faced with shifting consumer and physician media preferences and shrinking budgets - what is a smart pharmaceutical marketer to do? The task is best summed up by the words of English naturalist Charles Darwin, It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change. So change you must. The following paper overviews the latest consumer and physician digital health trends, explores digital marketing examples, and shares helpful resources for staying up-to-date on the latest digital pharma news and information.
Digital Health Trends

Physician Market Trends
The first, and still the most prevalent, pharmaceutical drug promotions were aimed at the gatekeepers of the prescription pad - physicians. Traditionally, pharmaceutical companies have deployed sales reps armed with product information and freebies to promote products to doctors. But technology trends and changing media preferences are forcing pharmaceutical companies to reassess how they reach and build relationships with physicians. In the past, doctors were limited to offline materials like journals and references for accessing medical information and news. But those days are long gone, and with just a click of a mouse or touch of a screen, physicians have access to all of the resources they need to stay abreast of the latest knowledge in the field. Internet-savvy physicians are no longer an emerging group this market is at a saturation point, as nearly all physicians are online for professional purposes weekly or more. In fact, the average physician now spends a full work day (eight hours) per week using the Internet for professional reasons, a substantial jump from only 2.5 hours in 2002. The trend of shifting to digital channels is expected to continue, with physicians reporting that they expect to increase their use of online resources in the near future. Professional content that have been feeling the shift the most are clinical textbooks/references, journals, conferences, news, and continuing medical education (CME).
Internet-savvy physicians are no longer an emerging group nearly all physicians are online for professional purposes weekly or more.
Page 3

Mobile technology has played a significant role in increasing physicians dependency on online resources 64% of doctors own smartphones and are using them to supplement their desk or laptop computer usage to be always on. Also, mobile devices help physicians to access clinical resources at multiple points throughout their day, even to at the point of care. Currently, physicians prefer to conduct easy tasks such as informationchecking on mobile devices, while leaving more complex activities like CME for completion on their PCs. But as mobile browsing capabilities improve, physicians will start to use smartphones for more advanced activities than just reference purposes.
Physician engagement in Web 2.0 has been one of the hottest topics over the past few years. As a group, physicians have acclimated themselves to advanced online activities, such as watching streaming video and listening to podcasts, at a much faster rate than consumers. Doctors are also catching the social media fever. Many are collaborating in online communities designed specifically for healthcare professionals; participation in these networks doubled between 2008 and 2009. Just as the professional channel mix is evolving, so is the traditional physician-sales rep relationship. Physicians are no longer limited to in-person details for information and updates on pharmaceutical products, but can easily seek out this type of information at any time via the Internet. In light of this, pharmaceutical companies are offering physicians online customer services such as customer service portals, live video reps, interactive detailing, and e-sampling. Sales reps are also digitalizing their in-person visits with tools such as tablet PCs.
Page 4
How Digital is Shaping the Future of Pharmaceutical Marketing Consumer Market Trends
Unlike physician marketing, DTC advertising in the U.S. is a fairly recent development, only just about to reach the quarter-century club. And the DTC advertisements that we know today have only cropped up in just over the past decade, after the FDA amended its legislation on the amount of risk information required for drug companies to append to promotional material. Similar to the physician market, an emerging breed of eHealth consumers those using digital sources for health is transforming direct-to-consumer (DTC) marketing. Like in the case of the physician market, the consumer channels mix has been shifting significantly towards digital over the past decade. An ever-increasing plenitude of media sources has ultimately given individuals the upper hand in controlling their information consumption, lessening advertisers ability to reach a concentrated consumer mass through any one channel. Television, magazines, and newspapers no longer dominate the news and entertainment world as they once did. In fact, less than half of U.S. adults report to watch all of their television programs live on their TV set, indicating the growing popularity of DVR, online video, and other alternative viewing channels. Following suit with the overall consumer channel shift, individuals of all ages are turning to the Internet as tool to empower healthcare decisions. This eHealth consumer market is not yet at the point of saturation, but still is a substantial 60% of the U.S. adult population. Health 2.0 is one of the hottest areas of online health. Over 60 million U.S. adults consume or contribute health-related social media content, such as blogs, message boards, chat rooms, online patient support groups and other networks. Patient online rating and reviewing of doctors, health insurance plans, hospitals, and prescription drugs is one of the fasting growing Health 2.0 activities - and is helping consumers to compare experiences and become more empowered in their personal healthcare decisions. Consumers have not reached the same adoption levels as physicians when it comes to smartphones and advanced mobile technologies beyond just the cell phone. But an early adopter group of mHealth (mobile health) consumers is emerging, as already over 10 million consumers use mobile devices for health and medical purposes. The mHealth trend has been largely driven by a plethora of new health-related iPhone applications, ranging from weight loss trackers to diabetes management tools to medication dosage references. Less than half of U.S. adults report to watch all of their television programs live on their TV set.
Page 5

Beyond just looking up general health resources, 100 million consumers are online specifically for pharmaceutical or prescription drug information. Individuals obtain this information from a variety of sources, including blogs, insurance sites, general health portals, government sites, Wikipedia, online communities, and of course the corporate and brand sites of the product makers themselves.
Online health and pharma digital trends are leading to better informed, more empowered patients, and are impacting physician-patient interactions. Virtually all U.S. physicians report that at least some of their patients bring health information they found online to an appointment, and more than two-thirds of physicians believe that this trend is a good thing. Additionally, the majority of physicians report they spend more time with a patient as a result of the information they brought in to discuss. Traditional doctor-to-patient lectures are giving way to two-way conversations between physicians and informed eHealth Consumers.
Page 6
ePharma Marketing Strategies

Physician eMarketing Life Cycle
Reach
With sales rep access to physicians becoming increasingly narrower and the physician channel mix more complex than ever, reach is one of the most challenging stages of the physician marketing life cycle for marketers. Many are including more interactive advertising in the marketing mix as a way to reach physician audiences, ranging from online display ads to e-newsletter sponsorships to paid search ads and more.
Action Items
o Re-evaluate your promotional mix to ensure that promotional efforts take into account the physician shift toward digital channels. Online journals, virtual conferences, physician social networks, and other professional online sources provide marketing opportunities to reach physicians through alternate channels.
o Dont forget about search marketing for physicians. Physicians rely heavily on search engines when
researching medical and pharmaceutical information online, with Google being the most popular engine among this group. Enact paid search and search engine optimization strategies to drive physician visitors to customer service portals.
Novo Nordisk promotes its CSP with paid search.
Page 7

Acquisition
Though gaining the attention of a target physician audience is a great thing, the next step is actually prompting them to take action. Driving physicians to a customer service portal (CSP) or product website for more information is a great way to ensure that interested parties are taking the next step towards conversion. These sites in a way serve as the hub of the physician marketing strategy, aggregating all of the brand components and information that cant be communicated through just an advertisement.
Action Items
o No two physicians are alike, so media preferences vary greatly. Ensure that website content for healthcare professionals is available in a variety of formats, as some visitors prefer to digest information via text, while others prefer video or audio.
o Understand the online tools and content desired by physicians interacting with your brand. For
example, disease-specific information, electronic sampling and professional education resources are just a few of the features physicians desire to access on customer service portals.
o Educate reps about physician site features and encourage them to promote it during details so
physicians can go online to access additional product information, KOL webinars, and brand content.
MerckMedicus offers resources in a variety of formats, including PDA tools, interactive 3D images, clinical podcasts and much more.
Page 8

Conversion
Conversion is one of the main indicators of the success of a marketing program the tactics put in place were effective in leading an individual to complete a desired brand goal. For physicians, perhaps the most obvious conversion is writing a script, but can also pertain to other favorable actions such as ordering a sample or recommending the product website to a patient. The main point to keep in mind is making sure that site content and features are intuitive and compelling for taking desired actions.
Action Items
o Provide useful patient education materials, resources and prescription assistance program information on customer service portals to encourage physicians to use your brands support tools when interacting with consumers at the point of care.
o Physicians want to access information, including your brands content, on their own terms, at their
own convenience. Make sure that physicians are able to convert without having to go through a sales rep, for example by offering e-sampling capabilities on a service portal.
Agencies like Physicians Interactive offer direct-to-HCP marketing solutions, such as esampling and e-detailing, to promote physician brand engagement beyond face-toface sales rep meetings.
Page 9

Retention/Loyalty
Even after a physician converts, a pharmaceutical marketers job is still not complete. Now the focus is on keeping the physician satisfied enough to grow a relationship with the brand and become a repeat customer. Pharmaceutical customer service portals are intended to keep them coming back for more, so to speak, but studies show that the retention rates for these websites are much, much lower than for prominent nonmanufacturer professional sites like WebMDs Medscape. CSPs must feature useful, relevant, and up-to-date content and tools, and provide easy access to company reps for product questions, if pharmaceutical marketers want to foster physician loyalty.
Action Items
o Remember that physicians are consumers too and need customer support in order to build loyalty to the brand. Some pharmaceutical companies are beginning to offer live video detailing and online customer service reps to give physicians access to product information and support from at any time from the convenience of their computer.
Merck offers physicians access to company representatives through Merck OnCall.
Page 10
How Digital is Shaping the Future of Pharmaceutical Marketing Consumer eMarketing Life Cycle
Reach
DTC advertising was still in its adolescence when the usual way of doing things began to change due to emerging technologies and new media. Television, print and radio ads become less effective as the consumer media mix continues to fragment. Additionally, the mass media tactics that were once successful in raising awareness of blockbuster drugs arent as efficient as the industry shifts focus to niche therapies. So while offline DTC advertising still dominates, its important for pharmaceutical marketers to keep up with consumers evolving media preferences.
Action Items
o Search is still a major consumer driver to online health and pharmaceutical content consumers start with search engines two-thirds of the time when looking for health information online. Look into expanding brand sites with keyword-rich content on topics relevant to target condition group; explore paid search opportunities and alternative options for getting content out on the web through social media strategies.
o The traditional concept of commercials is reinventing itself. Since less than half of consumers are
watching all of their television programming live on TV sets, online video sponsorship or DVR-based advertising may be viable options for brands. Many consumers have indicated that they are receptive to this type of advertising since they are getting the content for free, and ads provide opportunities to lead targets to additional brand engagement, such as driving them to a website for more info or even having them play an interactive game within the ad.
Streaming video content offers a highy-engaged environment for reaching targeted consumers.
Page 11

Acquistion
As with physicians, a product website can also serve as the hub of a consumer marketing strategy, extending the brand experience that beyond just an ad impression. Additionally, consumers who visit product sites are nearly three times more likely than the average U.S. adult to request prescriptions by name from their doctors. The standard side effect and condition information are the most common types of information sought out by visitors, but features that enhance the brand experience, such as personal videos, an online community and interactive quizzes, can help sites stand out from the crowd.
Action Items
o Feature clear call to actions and compelling offers in your display advertising. For example, almost 40 million U.S. adults didnt fill a prescription drug last year because of cost, so a paid search ad that promotes free trials or coupons can help lead consumers down the path to conversion.
o When driving consumers to a brand site, make sure to follow through on any promises made to get
them there. Bait-and-switch tactics, such as promoting an offer on a banner ad and not mentioning it on the landing page will more likely gain you a brand antagonist instead of a new customer.
o Understand your target audience. Therapeutic profile significantly influences ones online health
activities, behavior and desires. A web strategy that proves successful for one brand may not resonate at all with anothers audience. Marketers should utilize market data and analysis to gain actionable knowledge of their therapeutic categorys preferred media mix and health resources.
Vyvanses paid search ad features a compelling offer and leads those who click thru to a website featuring a call out button for the offer. They could have even shortened the conversion funnel by leading visitors directly to the enrollment form.
Page 12

Conversion
Converting consumers in the pharmaceutical world is a much more indirect process than in other industries, as the physician controls the ultimate product choice. Still, individuals are now researching health and prescription drug information online and are visiting the doctor armed with much more knowledge than in the past, and with more influence over eventual treatment decisions. Visitor conversions can range from asking the doctor for the drug by name to downloading patient education materials and trial offers.
Action Items
o Metrics should dictate your brand conversion strategy - establish a measurement and optimization cycle. Testing and tweaking website components, such as the number of fields in a form or placement of a free trial offer, can significantly improve conversion rates.
o The path to conversion should be a clear and intuitive process for consumers. If one of your brand
goals is to have website visitors download a Questions to Ask Your Doctor worksheet, promote it throughout the site and make it apparent to consumers to follow through with the desired action.
Crestor.com features prominent call to actions on most of its web pages, not just on the homepage. Its important to make desired actions intuitive for consumers throughout the site, especially since search engines will drop visitors off at any given landing page that appears in search engine results.
Page 13

Retention/Loyalty
Consumer retention and loyalty is an interesting point to ponder for pharmaceutical marketers, since unlike other products like cars or soft drinks, patients for the most part would rather not be on medication if they didnt have to be. But online tools, loyalty programs and support communities can help consumers stay compliant and have a positive brand experience.
Action Items
o Over three quarters of consumers online for pharmaceutical information report that they expect online customer service from drug companies. Look to other industries as examples of how pharmaceutical companies can evolve in the age of on-demand customer service. Companies in areas like banking, hospitality and consumer packaged goods offer multiple customer service touch points through websites, email, text messaging, message boards, blogs, and micro blogs to meet the communication preferences of todays consumers. The pharmaceutical industry is being called on to provide comprehensive healthcare solutions rather than just pills, so companies must enhance their customer service models.
o Social media can be a customer service enabler. Companies monitor blogs, message boards and
Twitter to seek problems and questions before they are even reported to the company itself.
Crohns & Me, UCBs unbranded site for Cimzia, is a network supporting Crohns disease patients. The approachable design, informative tools and community resources aim to keep visitors coming back to the site.
Page 14
Resource Guide
Though this is not an exhaustive list, it includes great resources for staying on top of the latest eHealth trends, sparking conversations with colleagues, and networking with industry contacts.
Blogs
Dose of Digital
Jonathan Richman of Bridge Worldwide sets out to discover how pharma companies can use digital technologies to better promote their products, enhance customer services, and ultimately improve patient care. www.doseofdigital.com
ePharma Rx
This blog, written by Wendy Blackburn of Intouch Solutions, discusses pharmaceutical e-marketing trends from an agency point-of-view. blog.intouchsol.com
Pharma 2.0
Interbrand Healths Bunny Ellerin explores the convergence of social media and the life sciences. pharma2blog.com
World of DTC Marketing

Rich Meyer, formerly an eMarketer at Medtronic and Eli Lilly, blogs on consumer eHealth marketing trends strategies in trends aimed at DTC marketers. www.worldofdtcmarketing.com
Why Dot Pharma

Why Dot Pharma shows how pharmaceutical companies can drive product awareness, access and adherence by engaging in the digital healthcare revolution and gives examples of how patients and other healthcare system stakeholders use social media to improve patient care. www.whydotpharma.com
Eyeforpharma
Eyeforpharmas portal is not technically a blog, but more of a collection of articles and blog posts from industry experts on digital pharma strategy, sales, and marketing topics. www.eyeforpharma.com
Page 15
How Digital is Shaping the Future of Pharmaceutical Marketing Twitter

Follow Manhattan Research (@manhattanresear) on Twitter for bite-sized eHealth data nuggets, links to interesting articles we're reading, and updates on what our research team is up to. Drop us a line if youd like to start a conversation, have a question or would just like to say hello! Vice President of Research Meredith Abreu Ressi also tweets @meredithressi.
Pharmatweetical
Pharmatweetical aggregates pharma-related tweets on the latest industry news and developments. pharmatweetical.com
Impactivitis List of Pharma Twitterers

impactivitillc.wordpress.com/socialrx
Medical Student Blog Twitter Listing

An extensive list of Twitters in the medical field, categorized by specialty. medicalstudentblog.co.uk/twitter-doctors-medical-students-and-medicine-related
Online Groups & Networks

Social Pharmer
Created by social pharma maven Shwen Gwee, Social Pharmer is a community for anyone interested or involved with social media in the pharma and healthcare industry. socialpharmer.ning.com
Pharma Marketing Network

This forum, moderated by Pharma Marketing News John Mack, collects the news and views of pharmaceutical marketing experts. www.forums.pharma-mkting.com
Pharma Marketing LinkedIn Groups

Join Manhattan Researchs eHealth Trends Group on LinkedIn for digital health news, events and discussions. The group provides a great opportunity to make new connections and build relationships in the eHealth and medical marketing community.
Page 16

eHealth Trends Manhattan Research tinyurl.com/mRLinkedIn Healthcare Communication & Marketing Association Group www.linkedin.com/groups?gid=30214 Pharma Marketing & Advertising Group www.linkedin.com/groups?gid=64844 PMLive.com Pharmaceutical Marketing Group www.linkedin.com/groups?gid=1906151 Eyeforpharma Pharma Marketing Group www.linkedin.com/groups?gid=1409117 ePharma Summit Group www.linkedin.com/groups?gid=105180
Other Social Groups

Check out Manhattan Research on SlideShare! We feature a variety of presentations covering the latest physician and consumer digital trends affecting pharma and healthcare marketing. www.slideshare.net/manhattanresearch Become a fan of Manhattan Research on Facebook for links to the latest news and events in the eHealth and ePharma world. Wed love to hear your thoughts so comment on our posts or spark your own discussion! tinyurl.com/mRFacebook Manhattan Research offers a podcast series, eHealth Trends, that explores the consumer and physician healthcare technology trends such as mobile health, social networking, patient-physician emailing, and much more. Subscribe via iTunes (tinyurl.com/mRiTunes) or download episodes directly from our website (www.manhattanresearch.com/podcast).
Page 17
How Digital is Shaping the Future of Pharmaceutical Marketing White Papers

Manhattan Research regularly produces on a variety of consumer and physician digital marketing white papers. Read through our latest ones for eHealth trends and strategies.
The Absolute, Relative, and Incremental ROI of DTC Digital Marketing

www.manhattanresearch.com/files/White_Papers/The_Absolute_Relative_and_Incremental_ROI_of_DTC_Digit al_Marketing.pdf
Catch the New Pharmaceutical Marketing Wave:

Trends and Strategies for Reaching Todays Healthcare Consumer www.manhattanresearch.com/files/White_Papers/Catch_the_New_Pharmaceutical_Marketing_Wave.pdf
Connecting with Europeans Online for Health:

Digital Marketing Strategies for Building Consumer Relationships www.manhattanresearch.com/files/White_Papers/Connecting_with_Europeans_Online_for_Health.pdf
European Opinion Leader Roundtable:

Innovators from Global Biopharma Companies Discuss Consumer & Physician E-marketing Trends www.manhattanresearch.com/files/White_Papers/EU_Roundtable.pdf
Pharma & Social Media:

Trends Practical Social Media Strategies for the Pharmaceutical Industry www.manhattanresearch.com/files/White_Papers/Pharma___Social_Media.pdf
Pharma Brand Manager New Years Resolutions:

Five Strategies for Staying Ahead in 2009 www.manhattanresearch.com/files/White_Papers/Pharma_Brand_Manager_New_Year_s_Resolutions.pdf
Reaching Todays ePharma Consumer:

How Consumers are Using Online Channels for Pharma Product Information www.manhattanresearch.com/files/White_Papers/Reaching_Today_s_ePharma_Consumer.pdf
The State of eHealth:

Trends of Todays eHealth Consumers www.manhattanresearch.com/files/White_Papers/The_State_of_eHealth.pdf
Page 18
Improve Your Digital Strategy with Market Intelligence

About Manhattan Research
Manhattan Research, a Decision Resources, Inc. company, is a pharmaceutical and healthcare market research and advisory firm focused on the digital trends shaping the future of consumer and physician marketing. We conduct annual research studies covering eHealth trends among physicians and consumers in the U.S., Europe, and Asia. Our market research and advisory services include Taking the Pulse, Taking the Pulse Nurses, Taking the Pulse Europe, Taking the Pulse Asia, Cybercitizen Health, Cybercitizen Health Europe, ePharma Consumer, and ePharma Physician. Broad consumer and physician market research can be segmented for over 125 therapeutic and specialist groups. Clients combine our in-depth, trended data with insights from our eHealth analyst team to shape better informed e-marketing and sales strategies. For information, please contact sales@manhattanresearch.com, call 1.888.680.0800, or visit www.manhattanresearch.com.
To request a complimentary demo of Manhattan Researchs physician and consumer studies and strategic advisory services and preview the breadth of eHealth data and analysis available to subscribing clients, please contact our team at sales@manhattanresearch.com or 1-888-680-0800, ext 2.
About Decision Resources, Inc.

Decision Resources, Inc. is a cohesive portfolio of companies that offers best-in-class, high-value information and insights on important sectors of the healthcare industry. Clients rely on this analysis and data to make informed decisions. Please visit Decision Resources, Inc. at www.DecisionResourcesInc.com.
Page 19
Know Your Target Audience

Manhattan Researchs broad physician and consumer research can be segmented to provide insight to the eHealth adoption and behaviorial trends of over 125 specialist and therapeutic groups. These modules offer a strategic view of the market, but focus heavily on tactical execution. We offer close coordination with your team to provide customized, timely, and intensive analysis into key areas of interest specific to your initiatives and market position (using the additional analyst hours included with the modules).
Available Specialist Segmentation Modules

Allergy and Immunology Cardiology/Cardiovascular Surgery Dermatology Emergency Medicine Endocrinology Family Medicine/General Practice Gastroenterology Hematology Oncology Infectious Disease/HIV Physician Internal Medicine Interventional Cardiology Nephrology Neurology More information: www.manhattanresearch.com/products/Specialist_Segmentations Obstetrics and Gynecology Medical Oncology Ophthalmology Primary Care Physicians Pediatrics Psychiatry Pulmonology Radiology Rheumatology Surgery - Orthopedic Surgery - General Urology
Are you curious as to how your target specialist group stacks up to the digital adoption trends of physicians overall? To request a complimentary Digital Report Card of your specialist segment, please visit www.manhattanresearch.com/products/Specialist_Segmentations
Page 20
How Digital is Shaping the Future of Pharmaceutical Marketing Available Therapeutic Segmentation Modules
Acid Reflux/ Chronic Heartburn Acne -Non-prescription medication -Topical treatments (e.g. lotions, creams) -Vitamins/Herbal supplements* -Prescription medication* Acute Pain ADD/ADHD -Parent of a child with ADD/ADHD** Age-related Macular Degeneration Allergies -Nasal Allergies -Seasonal Allergies -Year-round Allergies -Parent of a child with allergies Treatment for allergies -A prescription pill -A prescription nasal spray -An over-the-counter (OTC) pill -An over-the-counter (OTC) nasal spray Alzheimers Disease Angina Anxiety disorders or Social Phobia Any type of Arthritis -Osteoarthritis (General Arthritis) -Rheumatoid Arthritis -Psoriatic Arthritis* Arrhythmia Asthma -Asthma by severity, symptoms or treatment* -Take Advair Atrial Fibrillation* Bipolar Disorder Cancer -Breast Cancer -Colon (Colorectal) Cancer -Prostate Cancer * Available in ePharma Consumer v8.0 only ** Available in Cybercitizen Health v9.0 only . Some segments may have lower sample size -Skin Cancer -Chemotherapy (Chemo) in the past 12 months Chronic Bronchitis Chronic Obstructive Pulmonary Disease (COPD) Chronic Pain Crohn's Disease* Cystic Fibrosis** Deep Vein Thrombosis (DVT)* Depression Diabetes -Type 1 Diabetes -Type 2 Diabetes -Taking Insulin -Taking Oral Therapy Ear infections Eczema Emphysema Enlarged Prostate (BPH) Epilepsy Erectile dysfunction Eye infections Fibromyalgia Generalized anxiety disorder (GAD) Genital Herpes Glaucoma Gout** Growth Hormone Deficiency* Heart Attack* Heart Disease Hepatitis B* Hepatitis C Herpes** High Cholesterol High Triglycerides HIV/AIDS Hormone Replacement Therapy* HPV Hypertension/High Blood Pressure -Single therapy -Multiple therapy Infertility* Inflammatory Bowel Disease (IBD) Influenza/Flu Insomnia/Sleep Disorder Irritable Bowel Syndrome Knee Replacement** Menopause** Migraine Multiple Sclerosis Overweight or obese Women Taking Oral Contraceptives, or Using the Patch or NuvaRing Osteoporosis Overactive Bladder (OAB)/Urinary Incontinence Peripheral Arterial Disease (PAD) Pneumonia Psoriasis -Mild* -Moderate* Restless Leg Syndrome (RLS) Schizophrenia** Shingles Sleep Apnea** Smoker** Stroke Swine Flu/H1N1 Info Seeker** Ulcerative Colitis* Tried to Stop Smoking -Taking product (OTC or Rx) to stop or quit smoking Have tried or considered trying Levitra, Viagra, Cialis (Erectile Dysfunction or ED)* Vaccine preventable diseases/vaccines**
More information: www.manhattanresearch.com/products/Therapeutic_Segmentations
### All company, brand, or product names contained in this document may be trademarks or registered trademarks of their respective holders.
Page 21

7p5 Digital

Uploaded by

Document Information

Original Description:

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

7p5 Digital

Uploaded by

Copyright:

Available Formats

How Digital is Shaping the Future of Pharmaceutical Marketing

Copyright 2009 Manhattan Research, LLC All rights reserved

t: 1.888.680.0800 e: sales@manhattanresearch.com www.manhattanresearch.com

How Digital is Shaping the Future of Pharmaceutical Marketing

Copyright 2009 Manhattan Research, LLC All rights reserved

t: 1.888.680.0800 e: sales@manhattanresearch.com www.manhattanresearch.com

How Digital is Shaping the Future of Pharmaceutical Marketing

Digital Health Trends

Copyright 2009 Manhattan Research, LLC All rights reserved

t: 1.888.680.0800 e: sales@manhattanresearch.com www.manhattanresearch.com

How Digital is Shaping the Future of Pharmaceutical Marketing

Copyright 2009 Manhattan Research, LLC All rights reserved

t: 1.888.680.0800 e: sales@manhattanresearch.com www.manhattanresearch.com

Copyright 2009 Manhattan Research, LLC All rights reserved

t: 1.888.680.0800 e: sales@manhattanresearch.com www.manhattanresearch.com

How Digital is Shaping the Future of Pharmaceutical Marketing

Copyright 2009 Manhattan Research, LLC All rights reserved

t: 1.888.680.0800 e: sales@manhattanresearch.com www.manhattanresearch.com

How Digital is Shaping the Future of Pharmaceutical Marketing

ePharma Marketing Strategies

Novo Nordisk promotes its CSP with paid search.

Copyright 2009 Manhattan Research, LLC All rights reserved

t: 1.888.680.0800 e: sales@manhattanresearch.com www.manhattanresearch.com

How Digital is Shaping the Future of Pharmaceutical Marketing

Copyright 2009 Manhattan Research, LLC All rights reserved

t: 1.888.680.0800 e: sales@manhattanresearch.com www.manhattanresearch.com

How Digital is Shaping the Future of Pharmaceutical Marketing

Copyright 2009 Manhattan Research, LLC All rights reserved

t: 1.888.680.0800 e: sales@manhattanresearch.com www.manhattanresearch.com

How Digital is Shaping the Future of Pharmaceutical Marketing

Merck offers physicians access to company representatives through Merck OnCall.

Copyright 2009 Manhattan Research, LLC All rights reserved

t: 1.888.680.0800 e: sales@manhattanresearch.com www.manhattanresearch.com

Copyright 2009 Manhattan Research, LLC All rights reserved

t: 1.888.680.0800 e: sales@manhattanresearch.com www.manhattanresearch.com

How Digital is Shaping the Future of Pharmaceutical Marketing

Copyright 2009 Manhattan Research, LLC All rights reserved

t: 1.888.680.0800 e: sales@manhattanresearch.com www.manhattanresearch.com

How Digital is Shaping the Future of Pharmaceutical Marketing

Copyright 2009 Manhattan Research, LLC All rights reserved

t: 1.888.680.0800 e: sales@manhattanresearch.com www.manhattanresearch.com

How Digital is Shaping the Future of Pharmaceutical Marketing

Copyright 2009 Manhattan Research, LLC All rights reserved

t: 1.888.680.0800 e: sales@manhattanresearch.com www.manhattanresearch.com

How Digital is Shaping the Future of Pharmaceutical Marketing

World of DTC Marketing

Why Dot Pharma

Copyright 2009 Manhattan Research, LLC All rights reserved

t: 1.888.680.0800 e: sales@manhattanresearch.com www.manhattanresearch.com

How Digital is Shaping the Future of Pharmaceutical Marketing Twitter

Impactivitis List of Pharma Twitterers

Medical Student Blog Twitter Listing

Online Groups & Networks

Pharma Marketing Network

Pharma Marketing LinkedIn Groups

Copyright 2009 Manhattan Research, LLC All rights reserved

t: 1.888.680.0800 e: sales@manhattanresearch.com www.manhattanresearch.com

How Digital is Shaping the Future of Pharmaceutical Marketing

Other Social Groups

Copyright 2009 Manhattan Research, LLC All rights reserved

t: 1.888.680.0800 e: sales@manhattanresearch.com www.manhattanresearch.com

How Digital is Shaping the Future of Pharmaceutical Marketing White Papers

The Absolute, Relative, and Incremental ROI of DTC Digital Marketing