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Chairs 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

The Digital World Before 2000

2000 Internet Bubble Bursts

Financial Services Technology

Dial-up = 90% Internet Access

Pew Internet & American Life Project 2000 & 2010

Google Launches Adwords

Google.com; Poynter New Media Timeline 1969-2011

AOL & Time Warner Merge

TIME Magazine January 2000

55% US Internet Users Already Online for Health

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2001-Two-thirds of US Population Uses the Internet

Poynter New Media Timeline 1969-2011; Nielsen; UCLA Internet Report Year One

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Steve Jobs Makes Comeback Launches iPod

Poynter New Media Timeline 1969-2011;Nielsen; UCLA Internet Report Year One

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2002-03 Social Media Momentum

Poynter New Media Timeline 1969-2011; Nielsen; Newspaper Association of America 2001; Secondlife.com; NYTimes.com

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Blogs force resignation of Lott as Senate Minority Leader

Poynter New Media Timeline 1969-2011; NYTimes.com

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2004 Official Launch of Web 2.0

Web 2.0 credited to OReilly Medias Web 2.0 Conference Who really coined Web 2.0? Darcy DiNucci - 1999
Poynter New Media Timeline 1969-2011; Wikipedia; OReilly Media, 2005
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Facebook Launches in 2004

Poynter New Media Timeline 1969-2011; Wikipedia

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2005 YouTube Launches

Whos this in the 1st video? Jawed Karim


YouTube.com
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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; Technorati State of the Blogosphere; CNNMoney.com; Engadget.com
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2007 The Mobile Future Begins

YouTube.com; Wired.com

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25% Internet Users Have Cell Phone Internet Access

Poynter New Media Timeline 1969-2011; Pew Internet and American Life Project, 2007; TechCrunch, 2007; Nielsen/NetRatings, May 2007; Wired.com

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iPhone App Store opens in 2008 300,000 apps today

# Apps at Launch in 2008? 500


Apple.com, January 2011
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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

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Mobile Commerce Ramping Up

Amazon Mobile Sales? $1B+ already!

CNN.com, January 2011; DigitalTrends.com, January 2011

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Quick Then and Now


TIME SPENT ONLINE
2000 2010

DAILY GOOGLE SEARCHES


2000 2010

2.7 HRS/WK.

18 HRS/WK

100 MILLION

2 BILLION

DAILY NEWSPAPERS
2000 2010

ACTIVE BLOGS
2000 2010

1,480

1,302

12,000

141 MILLION

DAILY LETTERS MAILED


2000 2010

DAILY E-MAILS
2000 2010

287.8 BILLION

175.6 BILLION

12 BILLION

247 BILLION

iTUNES DOWNLOADS
2000 2010

TEXT MESSAGES
2000 2010

10 BILLION

400,000

4.5 BILLION

Newsweek.com, July 2010 - Blogpulse, Google Official History, Reality Blurred, The NPD Group, NBC, Bowker, USPS, The Radicati Group, Forbes, Nielsen, Newspaper Association of America, Digital Music News, Apple, iTunes

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And in Pharma

History of Pharmaceutical Digital Marketing

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Next 10 Years?

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Transform the industry

Transform the Consumer Marketing Model

Transform the HCP Selling Model

Quickly Prepare for the Mobile Future

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Transforming Consumer Marketing from TV-Centric to Digital-Centric

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Clearly DTC TV Works


About $3B Annual DTC TV Spend

Source: The Nielsen Company for DTC Perspectives, September 2010

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Toto, Ive a feeling were not in Kansas anymore

Fortune Magazine, What the Hell is Going on with TV?, January 2011; American Film Institute #4 of the Top 100 Movie Quotes of American Cinema
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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

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Digital Health Works!


Comscore 5th Annual Pharmaceutical eMarketing Effectiveness Benchmarks
(based on aggregate 75+ studies)

eMarketing Drives Lifts in:


Communication (awareness, favorability, etc.) Incremental Prescriptions (new starts, refills)

Comscore Evolution Road 5th Annual Rx eMarketing Effectiveness Benchmarks, February 2011

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Core Digital Tactics Paid Search Online Media Brand.coms


Drive Incremental New Patient Starts +9% of qualified prospects who visit Brand.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, February 2011
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Tremendous Innovation

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Transform the Healthcare Professional Sales Model

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Sales Rep Arms Race is Over

Critical Need for Alternatives


FiercePharma, January, 2011; Bloomberg.com, January 2011; Medical Marketing & Media, January 2011
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Paradigm is Shifting
Significant HCP reach & participation

Source: Manhattan Research, ePharma Physician v10, 2010

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Paradigm is Shifting

January September 2010: $396 million spend 3.4 million+ ePromotion activities 150 new brands participated

SDI ePromotion Audit, PharmaVoice, January 2011

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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

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Big Challenge is Scale

How can we Drive $10B in Sales via Multi-Channel?

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Great Strides
Reach & Frequency Mobile, Social, eMedia, Mini-eDetails

Depth of Messaging Websites, eDetailing

Utility & Engagement eSampling, eRx, Patient Ed, etc.

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Quickly Prepare for the Mobile Future

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More Mobile Internet Users than Desktop Internet Users buy 2014

Mary Meeker, Morgan Stanley Internet Trends Report, April 2010

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Yes, 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. 2. 3. 4. 5. 6. 7. 8. 9. 10.
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, April 2009

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Form to Function
Advertising to Value
and from

Mobile will transform marketing from

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Focus on Health Outcomes

Already Many Mobile Devices/Apps


Dr. Eric Topol and the Gary & Mary West Wireless Health Institute, US Data, January 2011
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Hypertension

Engadget.com, January 2011

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Heart Failure

MedGadget.com, January 2011

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Diabetes & Sleep Apnea

Alive Technologies, January 2011

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Getting There

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

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Improving Outcomes

ClinicalTrials.gov, January 2011

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Improving Outcomes

PRNewswire.com, January 2011

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Improving Outcomes

BodyMedia.com January 2011

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Improving Outcomes

Journal of the American Academy of Pediatrics, October 2009

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Focus Going Forward


Leverage Mobile to effectively & dramatically improve health outcomes

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In Summary
Transform the industry
Transform the Consumer Marketing Model Transform the HCP Selling Model

Quickly Prepare for the Mobile Future

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Thank You!

And have fun over the next 2 days


Paul Ivans pivans@evolutionroad.com
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