1. Maximize Education Opportunities
Through a Refined Search Engine
Approach
A Marketers Perspective on Search
Ellen Hoenig Carlson, Advance MarketWoRx
www.advancemarketworx.com
Bio/Pharmaceutical and Marketing Device Forum on Patient Centered Marketing
July 29, 2010
@2010 Advance MarketWoRx, LLC All Rights Reserved.

4. Of those adults…
 66% - look up a specific disease or problem
 55% - a certain medical treatment or procedure
 45% - information on prescription or OTC drugs
 38% - hospitals or other medical facilities
 35% - alternative treatments or medicines
60% of them look for the experience of “someone like me”
Source: The Social Life of health Information, Pew Internet and American Life Project, 2009

5. Spurned the birth of the e-patient
movement
Patients who are:
Equipped
Enabled
Empowered
Engaged
Educated

6. Continuing the e-Patient Movement…

7. Participatory Medicine is a
movement in which networked
patients shift from being mere
passengers to responsible
drivers of their health, and in
which providers encourage and
value them as full partners.
- The Society for Participatory Medicine 2010

8. Creating a new balance…
@2010 Advance MarketWoRx, LLC All Rights Reserved.

9. What is Pharma’s Role?
• Encourage greater participatory medicine?
• Help educate and empower patients and
their families?
• Ensure balanced risk/benefit information?
• Improve patient health?
• Balance business growth and actions with
transparency?

10. How Does Search Fit In?
Active engagement
with social media
Activity Pyramid:
(visit SNS, create SNS profile,
create blogs)
Online Pursuits by Generation
More advanced online
entertainment
(download videos, music and
podcasts)
More advanced communication
and passive social media use
(instant messaging, visit SNS, read blogs)
Basic online entertainment
(online videos, playing games)
E-commerce
(online shopping, banking, and travel reservations)
Research and information gathering
(product research, news, health and religious information searches)
Email and search
Source: Pew Internet Generations Online 2009

12. Search is a
Primary
Gateway.

13. For some …
“Education is the key to unlock the
golden door of freedom.”
—George Washington Carver

14. For some …
“Education is the key to unlock the
golden door of freedom.”
—George Washington Carver
For others….
“Learning is not compulsory...
neither is survival.”
--W. Edwards Deming

15. @2010 Advance MarketWoRx, LLC All Rights Reserved.

16. Patients/Caregivers Search What’s Most
Important To Them At The Moment
• What is condition x?
• Do I/my family have condition x?
Un Dx
• What are treatment options for condition x? Tips for easier living?
• I just saw a DTC ad; what else can I learn?
Dx-Awareness
• A friend told me about a particular product; is it right for me/my child
• My doctor suggested product x might be a good fit for me; is it?
Consideration • My doctor gave me/my child a new script for product x; should I fill it?
• I just filled my first script for product x; what can I expect?
Trial/ Loyalty
• How do I use product x? Are financial/patient programs available?
@2010 Advance MarketWoRx, LLC All Rights Reserved.

17. How Can Marketers
Best Leverage Search
and Maximize
Patient/Caregiver
Education
Opportunities?
17

19. 1. Thinking Like A Pharma Person and Not
Like a Patient
The Butterfly Effect in Chaos Theory
Small differences in initial conditions
yield widely diverging outcomes for
chaotic systems, rendering long-term
prediction impossible in general.[1]
• Even those patients that appear to be
similar act and respond in slightly
different ways, making prediction
difficult
• Small human differences often create
different outcomes that are hard to
predict
Think like a patient: See the world
through their eyes – not yours.
¹Stephen H. Kellert, In the Wake of Chaos: Unpredictable Order in Dynamical Systems, University of Chicago Press, 1993, p 32, ISBN 0-226-42976-8. Wikipedia
@2010 Advance MarketWoRx, LLC All Rights Reserved.

20. Adopt the patient’s mindset—
anticipate their changing, daily needs!
Think like a patient:
See the world through
their eyes – not yours.
@2010 Advance MarketWoRx, LLC All Rights Reserved.

21. 2. Believing that the Patient Pathway is
Linear and Moves at a Constant Speed
Hint: It once may have seemed so….
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22. “The Challenge for SEM is to be
flexible enough to continually
reinvent relevance for each
patient search… each time…”
—Ellen Hoenig
@2010 Advance MarketWoRx, LLC All Rights Reserved.

23. 3. Teasing One Thing. . .
Delivering Another.
If expectations aren’t
aligned, it can quickly turn
into a negative patient
experience. E.G.:
Patient searches to learn
about a condition … ends
up being sold a new Rx
Patient wants credible
information … ends up at a
site they don’t trust
An offer promises one
thing… delivers another.

26. 4. ‘Talking at’ When You Should ‘Talk With’
eHealth searchers
are taking
action—already in
a very different
mindset –one of
learning and
engaging.

27. 5. Providing Limited Value Creation
 If “Content is King”, does your search content satisfy
core segments? Educate? Enable? Engage?
 Can you better ‘organize’ or ‘personalize’ content?

28. 5. Providing Limited Value Creation
 If “Content is King”, does your search content
satisfy core segments? Educate? Enable? Engage?
 Can you better ‘organize’ or ‘personalize’ content?
 Is the right content being served to the right person
at the right time?
 Ensure a smooth patient
experience?
 Consider each mindset across high
value e-patient segments?

29. Why Don’t You Get It?

30. 6. Forgetting about Brand Objectives and
Strategies—Your search strategy is
your brand strategy!

31. Means Not Placing too much resources
behind every new, shiny object…
 Search is ‘tried and true—still
one of the best sources of
qualified, targeted traffic
 Search is a gateway to
capture patient action and
new mindset
 Search achieves media
synergy
 Search generates meaningful
market data

32. “Search is the little
black dress of digital
marketing – it will
always be in style and
goes with just about
anything.”
-Monique Levy, Manhattan Research

33. 7. Search is its Own Island
 The speed of new media and
technology is creating greater
challenges to integrate strategy
and media across channels and
internal and external partners
 Search is often managed in
isolation—yet greatly synergistic
with mass and social media
 Not enough attention paid to
incorporating brand engagement
 Consumers are searching 24/7
across multiple channels and
platforms—Broaden your view!

34. 8. Not Innovating and Keeping it Fresh;
Taking a Narrow View of Search
 Search is evolving— critical to
keep pace with the new media
landscape
 YAZ/Google good E.G.
 SEM now well beyond
Google/Yahoo
 Search is 24/7—”Real Time”
mobile, WiFi, SNS/YouTube
 Social Media: Growing Impact on
search results
 eHealth searchers want reliable
and relevant info
 Yes, DDMAC challenges
 Test, Learn, Re-test!

35. Eight Common Blunders
in Search Marketing
1. Thinking like a Pharma Person and not like a Patient
2. Believing the Patient Pathway is Linear and Constant
3. Teasing one thing. Delivering another.
4. ‘Talking At’ when you Should ‘Talk With’
5. Providing Limited Value-Add
6. Forgetting about Brand Objectives and Strategies
7. Believing Search is it’s Own Island
8. Doing same ‘old; Taking a Narrow View of Search
@2010 Advance MarketWoRx, LLC All Rights Reserved.

38. Marketing Check List to Optimize Search
Leveraging brand promise and objectives?
SEM Pathways deliver genuine value and positive
patient experiences?
Generating efficient and targeted traffic/leads?
Increasing Brand Awareness?
Incorporating Brand Engagement?
Synergies across media channels and SM platforms?
Generating in-market customer learning?
Continuous-testing in place for new keywords,
placements, formats, creative, offers etc. ?
@2010 Advance MarketWoRx, LLC All Rights Reserved.

39. Healthcare Search Will Continue To Advance
Real-Time Search, including SNS, video, mobile
Bing Health Search improvements
Google’s Health-Search Feature for Medications
Google’s Development Roadmap- mobile focus
Google/Microsoft are both at work at designing
systems to hold medical info, including Rxs,
medical history etc.— future impact on search?
@2010 Advance MarketWoRx, LLC All Rights Reserved.

40. Google recently expanded its “Health OneBox”
at the top of search results to include a
summary with links to NIH when users search
on a prescription or generic drug (US Only)

41. Last Year Google began integrating health-
related content at the top of search results via
its “Health OneBox”

42. Google’s Development Roadmap: More
Info in More Places
Google is preparing to significantly advance its
search offering in three areas:
 Mobile: Advancing voice-recognition and
translation capabilities, voice-based search, click-
to-call tech to facilitate mobile-based commerce
directly from search ads, mobile payment
 Huge potential impact on mobile search.
 Feeds-Based Advertising:
 Reporting:
Source: Razorfish POV by Adam Heimlich, June 2010

43. “Learning is the beginning of wealth.
Learning is the beginning of health.
Learning is the beginning of spirituality.
Searching and learning is where
the miracle process all begins. “
–Jim Rohn

44. @2010 Advance MarketWoRx, LLC All Rights Reserved.