Chair’s Opening Address

Paul Ivans Evolution Road New York, February 8, 2011

10 Years
A Look Back & A Look Ahead

Calvin from comic strip Calvin & Hobbes, Bill Watterson 1958

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The Digital World Before 2000 5 .

2000 – Internet Bubble Bursts Financial Services Technology 6 .

Dial-up = 90% Internet Access Pew Internet & American Life Project 2000 & 2010 7 .

Poynter New Media Timeline 1969-2011 8 .com.Google Launches Adwords Google.

AOL & Time Warner Merge TIME Magazine January 2000 9 .

55% US Internet Users Already Online for Health 10 .

UCLA Internet Report – Year One 11 .2001-Two-thirds of US Population Uses the Internet Poynter New Media Timeline 1969-2011. Nielsen.

Nielsen.Steve Jobs Makes Comeback… Launches iPod Poynter New Media Timeline 1969-2011. UCLA Internet Report – Year One 12 .

Nielsen.2002-03 — Social Media Momentum Poynter New Media Timeline 1969-2011. NYTimes.com.com 13 . Newspaper Association of America 2001. Secondlife.

NYTimes.com 14 .Blogs force resignation of Lott as Senate Minority Leader Poynter New Media Timeline 1969-2011.

1999 Poynter New Media Timeline 1969-2011.0”? Darcy DiNucci . 2005 15 .0” credited to O’Reilly Media’s Web 2.0‖ “Web 2. Wikipedia. O’Reilly Media.0 Conference Who really coined “Web 2.2004 – Official Launch of ―Web 2.

Wikipedia 16 .Facebook Launches in 2004 Poynter New Media Timeline 1969-2011.

2005 – YouTube Launches Who’s this in the 1st video? Jawed Karim YouTube.com 17 .

Technorati State of the Blogosphere.com 18 .Twitter Launches in 2006 • 100k new blogs created a day • Google buys YouTube for $1.6B # Employees at YouTube? 67 Poynter New Media Timeline 1969-2011. CNNMoney. Engadget.com.

com. Wired.2007 – The Mobile Future Begins YouTube.com 19 .

Nielsen/NetRatings. Pew Internet and American Life Project. 2007. Wired.com 20 . May 2007.25% Internet Users Have Cell Phone Internet Access Poynter New Media Timeline 1969-2011. 2007. TechCrunch.

000 apps today # Apps at Launch in 2008? 500 Apple.com.iPhone App Store opens in 2008 300. January 2011 21 .

2008-2010 –Mobile Drives Web/Social/Video Convergence

• 228MM US mobile users • 83MM access mobile web

Nielsen State of the Media, US Audiences and Devices, January 2011

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Facebook Changes Everything

eMarketer, 2010; Advertising Age January 2011

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Amazon now sells more eBooks than ―dead tree‖ books

How many more? 1.4 Kindle eBooks per paper book
Wired.com July 2010
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Mobile + Video Converge • 22MM in US watched video on mobile device • Growing 40%+ • YouTube #1 mobile video site • 7MM monthly uniques Nielsen 2010 25 .

com.Mobile Commerce Ramping Up Amazon Mobile Sales? $1B+ already! CNN. January 2011 26 . DigitalTrends. January 2011.com.

The Radicati Group. 18 HRS/WK 100 MILLION 2 BILLION DAILY NEWSPAPERS 2000 2010 ACTIVE BLOGS 2000 2010 1. USPS.Quick Then and Now TIME SPENT ONLINE 2000 2010 DAILY GOOGLE SEARCHES 2000 2010 2. Newspaper Association of America.8 BILLION 175. The NPD Group.5 BILLION Newsweek.000 141 MILLION DAILY LETTERS MAILED 2000 2010 DAILY E-MAILS 2000 2010 287. Google Official History.6 BILLION 12 BILLION 247 BILLION iTUNES DOWNLOADS 2000 2010 TEXT MESSAGES 2000 2010 0 10 BILLION 400. July 2010 . Apple.480 1.302 12.000 4. Digital Music News. Reality Blurred. NBC.Blogpulse. Forbes. Nielsen. iTunes 27 .7 HRS/WK.com. Bowker.

And in Pharma… History of Pharmaceutical Digital Marketing 28 .

Next 10 Years? 29 .

Transform the industry Transform the Consumer Marketing Model Transform the HCP Selling Model Quickly Prepare for the Mobile Future 30 .

Transforming Consumer Marketing from ―TV-Centric to Digital-Centric‖ 31 .

September 2010 32 .Clearly DTC TV Works About $3B Annual DTC TV Spend Source: The Nielsen Company for DTC Perspectives.

American Film Institute #4 of the Top 100 Movie Quotes of American Cinema 33 .Toto. I’ve a feeling we’re not in Kansas anymore Fortune Magazine. January 2011. “What the Hell is Going on with TV?.

Digital Health Works! Digital HealthWorks! Provides the deeper education patients need to make better healthcare choices Actions Taken as a Result of Health-Related Research Online Comscore Research – February 2010 34 .

Digital Health Works! Comscore 5th Annual Pharmaceutical eMarketing Effectiveness Benchmarks… (based on aggregate 75+ studies) eMarketing Drives Lifts in: • Communication (awareness.) • Incremental Prescriptions (new starts. February 2011 35 . favorability. refills) Comscore Evolution Road 5th Annual Rx eMarketing Effectiveness Benchmarks. etc.

coms become new patients above control • Drive Incremental Current User Refills  +16% of current brand users who visit Brand.coms fill an incremental Rx above control Comscore Evolution Road 5th Annual Rx eMarketing Effectiveness Benchmarks.coms • Drive Incremental New Patient Starts  +9% of qualified prospects who visit Brand. February 2011 36 .Core Digital Tactics Paid Search Online Media Brand.

Tremendous Innovation 37 .

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Transform the Healthcare Professional Sales Model 40 .

2011.com. January 2011 41 . Bloomberg. January.Sales Rep ―Arms Race‖ is Over Critical Need for Alternatives FiercePharma. Medical Marketing & Media. January 2011.

2010 42 . ePharma Physician v10.Paradigm is Shifting Significant HCP reach & participation Source: Manhattan Research.

January 2011 43 .Paradigm is Shifting • January – September 2010:  $396 million spend  3. PharmaVoice.4 million+ ePromotion activities  150 new brands participated SDI ePromotion Audit.

Paradigm is Shifting Benchmark of HCP non-personal digital marketing across 65 brands TGaS Advisors Digital & Relationship Marketing Benchmark. 2010 • Brands believe NPP/MCM has value  76% Benchmark brands utilize eDetailing • Scale remains the largest barrier  Average program generates less than 5k target physician completions TGaS Advisors. January 2011 44 .

Big Challenge is Scale How can we Drive $10B in Sales via Multi-Channel? 45 .

Great Strides Reach & Frequency Mobile. eRx. eMedia. Patient Ed. Mini-eDetails Depth of Messaging Websites. eDetailing Utility & Engagement eSampling. etc. Social. 46 .

Quickly Prepare for the Mobile Future 47 .

Morgan Stanley Internet Trends Report. April 2010 48 .More Mobile Internet Users than Desktop Internet Users buy 2014 Mary Meeker.

5. 9.Yes. 8. 6. 7. 3. Mobile Ads/Apps Health is #7 of Top 10 Fastest Growing Mobile Content Categories Top 10 Fastest Growing Mobile Content Categories Y/Y % Rank Mobile Content Categories Growth 1. Traded stocks or financial account weather men's magazine content women's magazine content news and information entertainment news health information comics or humor business directories maps 192% 157% 150% 150% 146% 145% 144% 144% 142% 141% Comscore MobiLens Intelligence Bay – News/Frequency June 2009 (3 month average weighting). comScore Ad Metrix Mobile. 4. 2. 10. April 2009 49 .

―Form to Function‖ ―Advertising to Value‖ and from Mobile will transform marketing from 50 .

January 2011 51 . Eric Topol and the Gary & Mary West Wireless Health Institute.Focus on Health Outcomes Already Many Mobile Devices/Apps Dr. US Data.

January 2011 52 .com.Hypertension Engadget.

com.Heart Failure MedGadget. January 2011 53 .

January 2011 54 .Diabetes & Sleep Apnea Alive Technologies.

January 2011 55 . US Data. Eric Topol and the Gary & Mary West Wireless Health Institute.Getting There Dr.

January 2011 56 .gov.Improving Outcomes ClinicalTrials.

com.Improving Outcomes PRNewswire. January 2011 57 .

com January 2011 58 .Improving Outcomes BodyMedia.

October 2009 59 .Improving Outcomes Journal of the American Academy of Pediatrics.

Focus Going Forward Leverage Mobile to effectively & dramatically improve health outcomes 60 .

In Summary Transform the industry Transform the Consumer Marketing Model Transform the HCP Selling Model Quickly Prepare for the Mobile Future 61 .

com 62 .Thank You! And have fun over the next 2 days Paul Ivans – pivans@evolutionroad.

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