1. Google Confidential and Proprietary
Five Trends in Digital Healthcare in 2010
May 2010

2. Google Confidential and Proprietary 2
Digital is Critical for Health
Info Impacts Dialogue...
53% say information found online lead them to
ask a doctor new questions
Empowered Patients...
Today, more than 80 million US adults use social
media for health-related issues
Health Matters...
61% American adults look online for
health information
Sources: “The Social Life of Health Information,” Pew Research Center, June 2009; Manhattan Research 2009

3. Google Confidential and Proprietary 3
Cause Symptoms Complaint Diagnosis Treatment Rehab
Access to Information at Moment of Relevance
Rx

4. Google Confidential and Proprietary
Understand Your Goals
Drive prescription orders Encourage patient compliance
Increase brand awareness Educate consumers
Build Rx loyalty Create dialogue between patients
and physicians

5. Google Confidential and Proprietary
Pharma Site Visitation Drives Key Performance Indicators
Lift Among Prospective Patients Who Visited Brand.com
28%
20% 20%
31%
38%
30%
0%
10%
20%
30%
40%
Unaided
Awareness
Aided
Awareness
Favorability Discuss
Treatements
Discuss
Brand
Ask for
Brand
%pointdifferencebetweenExposedandControl
Source: comScore and Evolution Road, Fourth Annual Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry
Awareness Intent
Note: Prospective patients are patients that are online but not yet on an Rx

6. Google Confidential and Proprietary
ROI
Brand
Awareness &
Favorability
Drivers of
Conversion for
Tactical
Optimization
Online marketing efforts have a significant incremental effect
on new patient starts
Click on
display media
Visit brand
website
Online Behavior Impacts New Patient Starts
Exposure
8.4%
11.2%
Source: comScore and Evolution Road, Fourth Annual Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry
11.9%Click on Paid
Search ad
Prospect patient, online
but not yet on an Rx
More Likely:
New Patient

7. Google Confidential and Proprietary
ROI
Brand
Awareness &
Favorability
More Likely:
Adherence/Next Fill
Drivers of
Conversion for
Tactical
Optimization
Online marketing efforts have a significant incremental effect on
adherence/next fill among existing patients
Click on
display media
Visit brand
website
Online Behavior Impacts Rx Adherence
ExposurePatients on an Rx
24.6%
20.3%
Source: comScore and Evolution Road, Fourth Annual Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry
17.7%Click on Paid
Search ad

8. Google Confidential and Proprietary 8
“Consumers who visit product
sites are nearly 3X more likely
than the average US adult to
request prescriptions by name
from their doctors.”
Source: ePharma Consumer v8.0, Manhattan Research

9. Google Confidential and Proprietary
2010 Health Digital Trends
Emergence of ePatients
Proliferation of Online Health Video
Mobile Will Impact Healthcare Decisions
Communities Matter
Physician Immersion in the Digital Channel

10. Google Confidential and Proprietary
1. Emergence of ePatients

11. Google Confidential and Proprietary 11
Trust in Online Health Resources is Skyrocketing
Question: Overall, do you feel your trust for online resources related to health information has increased, decreased or remained the same compared to a few years ago?
Please select one.
Base: Used Online Resources Listed. (Not Just Other). (n=4908).
Source: Google & OTX, Health Consumer Study, December 2009
Over the last couple of
years, trust in online
health resources has
increased by
44%

12. Google Confidential and Proprietary 12
The Internet is a Powerful Tool for Health Research
Question: In the past 12 months, which of the following resources have you used to obtain information on a health-related question or concern? Please select all that apply.
Base: Total US Respondents18+ who do not work in related professions/taken related surveys in past 12 months and have researched health information in the past
12 months. (n=22806).
Source: Google & OTX, Health Consumer Study, December 2009
The Internet is the Top Resource for Health Questions & Concerns

13. Google Confidential and Proprietary 13
Users Turn to Search for Health Information
Graph includes all “Health-Condition” queries EXCLUDING all “swine flue” and “h1n1” terms.
Source: Google Internal Data; 3X growth from 2006-2009

14. Google Confidential and Proprietary
hyperactivity, impulsive behavior, short attention span
adhd, attention deficit, adhd treatment / medication
concerta, concirta, concerta side effects, concerta trial
concerta dosage, taking concerta, concerta newsletter
Search at Each Stage of the Patient Funnel

15. Google Confidential and Proprietary 15Source: Google Insights for Search
Search Spikes When People Want to Learn More

16. Google Confidential and Proprietary 16
Allows for Answers to Questions in Real Time
Real Time
Twitter Resutls

17. Google Confidential and Proprietary
Gives Users the Most Relevant Answers

18. Google Confidential and Proprietary
Even for the Most Regulated Products

19. Google Confidential and Proprietary 19
Black Box Search Format Case Study: Yaz

20. Google Confidential and Proprietary 20
Users Find New Unit Transparent & Relevant
April 2009
FDA Letters
Nov 2009
Beta Launch
Source: Google Internal Data
Yaz AdWords data on Yaz & Yasmin brand terms 3/2009 – 3/2010

21. Google Confidential and Proprietary 21
Proposed Standard for Product Claim Sponsored Links
This additional “More Info” link will
direct to risk information
Headline will link to
designated landing
page, such as the
homepage
“Warning:” is fixed & cannot be
modified; the remaining 62
characters can be modified

22. Google Confidential and Proprietary 22
Rx 2010: 100% Share of Voice on
search marketing to increase patient Rx
conversion.
• Formats: Test new pharma units for increased transparency

23. Google Confidential and Proprietary
2. Proliferation of Online Health Video

24. Google Confidential and Proprietary 24
#1 | Because Video is Mainstream…
Video is the fastest growing medium in history
77% of Americans online
watched a video last month
The average US viewer spends
500 minutes (8.3 hours)
watching video online each month
The duration of the average
online video is
3.7 minutes
Source: comScore Video Metrix, August 2009

25. Google Confidential and Proprietary
Consumers Watch Health Videos More Than
Food & Celebrity
Celebrity
26%
Food
27%
Health
32%
News
42%
25
Question: Thinking about online videos in general, which, if any, of the following types of videos do you typically watch on
the Internet? Please select all that apply.
Base: Total Health Consumers. (n=5001).
Source: Google & OTX, Health Consumer Study, December 2009

26. Google Confidential and Proprietary 26Sources: 12th Annual Survey on Consumer Reaction to DTC Advertising of Prescription Drugs, 2009;
Consumer Health Study, Google and OTX, December 2009
Nearly 50% of
consumers report that
online health videos
serve as a top resource
when searching for
medical conditions and
prescription drug info
26Google Confidential and Proprietary
Consumers Value Online Health Video
7 in 10
health consumers are
interested in watching
health-related video online
Specifically, educational
videos related to specific
conditions (54%) and those
featuring experts such as
doctors (49%)

27. Google Confidential and Proprietary 27
Health Videos Drive Action
Take action after viewing health
information in video form93%
Conducted further online
research as a result of the
health video they viewed
69%
60%
Interact with
their doctors
Question: Which of the following actions, if any, have you ever taken as a result of watching online health videos?
Note: Watch Health Videos n=369. **Individuals were able to respond positively to more than one answer. This number does not reflect response overlap.
Source: OTX and Google Custom Video Study, March 2008

28. Google Confidential and Proprietary 28Source: Nielsen “Three Screen Report,” 2009.Source: comScore MediaMetrix, December 2009
23%
of YouTube’s
Audience is 45+

29. Google Confidential and Proprietary
Expand Your Reach

30. Google Confidential and Proprietary
Target Your Audience
Run Display Banners on
YouTube
Target: Interest
Based, Demo,
Geo,Behavioral
Control: Run only
on Premium Partner
Content
Ad-formats: Run
Rich Media formats
that include all fair
balance

31. Google Confidential and Proprietary 31
Distribute Your Assets :60-:90 Videos
Promoted
“Paid”
Advertising
Organic
“Natural”
Search
Results

32. Google Confidential and Proprietary 32
Measuring Back End Data

33. Google Confidential and Proprietary 33
Rx 2010: Capitalize on video
consumption with rich media display
and distribute your approved video
assets.

34. Google Confidential and Proprietary
3. Mobile Will Impact Healthcare Decisions

35. Google Confidential and Proprietary
Mobile Market Overview
6.7B 4B
7am
1pm
8pm
11pm
Around the Clock Engagement
0
50
100
150
200
250
300
350
400
450
2007 2008 2009 2010 2011
Searchesperdevice
Search/PC
2011 ~ 250 Billion Searches
50% of web traffic will come
through Mobile Devices with 5
Years
~Mary Meeker ~Morgan Stanley
2/3 World Population Have Mobile
Phones

36. Google Confidential and Proprietary
The Local Explosion
Find Locations Get Driving
Directions
See ItCall & More
One in three mobile search queries have local intent.

37. Google Confidential and Proprietary
Convergence
Unknown Skin Condition
Camera – Eyes
Connectivity – Seconds
Cloud - Data

38. Google Confidential and Proprietary
Health Consumers & Doctors Use Mobile
Health Info Seekers¹ are 49% more likely
to have connected to the Internet using a
mobile device in the last 30 days
¹ Health Info Seekers defined as consumers who have obtained medical information online in the last 30 days
Sources: MRI 2009 Doublebase Study; Manhattan Research, April 2010
64% of
physicians own
a Smartphone

39. Google Confidential and Proprietary
Consumers Want to Search for Info Wherever
They Go
39
1/2
Of iPhone users have
made a health-related
query on their mobile
device
Source: Greystripe, Inc., "Mobile Advertising Insights Report: Health and Dating Using the iPhone and iPod touch ," February 24, 1010,
via eMarketer

40. Google Confidential and Proprietary
Mobile Apps
Source: Complete, Inc. 2009, mocoNews 2009
• 3+ Billion Apps
Downloaded
• Average Android user
downloads 40 apps
• 25% of iPhone & Android
Users Spend 2 hours per
day in apps

41. Google Confidential and Proprietary
Reach Your Consumers on Mobile...
Browse Internet Search
Use Apps
…as they pursue their interests
Watch Movies

42. Google Confidential and Proprietary
Mobile Search Provides Answers Anywhere
Target by: Location, Device, Carrier
Example: Android users on AT&T’s network in Chicago

43. Google Confidential and Proprietary 43
Rx 2010: Just opt in! Replicate existing
search campaigns for high end devices.
Literally turn it on tomorrow.

44. Google Confidential and Proprietary
4. Communities Matter

45. Google Confidential and Proprietary 45
Social is the most popular activity online
1 out of every 6 minutes spent online
is spent on a social network

46. Google Confidential and Proprietary 46
Run Display Banners on
Google’s Ad Network
Target: Reach
Your Target
Audience
Control: Select the
Sites You Want
Efficiency: Choose
how you want to pay
for media
Reach Consumers Within Their Communities
41% of e-patients have read someone else's commentary or experience
about health or medical issues on an online news group, website, or blog
Source: Pew Internet Social Life of Health 2009

47. Google Confidential and Proprietary
J&J Baby
Channel
710K+
Channel Views
1.3MM
Videos Watched
2,900
Channel
Subscribers
Build a Community Around Your Brand

48. Google Confidential and Proprietary 48
Tap into the Community to Drive Patient Education
Sanofi Aventis
Go Insulin
Channel
Unbranded
Diabetes Videos
Seamless
Website
Integration
Links to CRM and
iPhone
Application

49. Google Confidential and Proprietary 49
Create a Connection with Patient Testimonials
J&J Brand
Realize
Channel
Branded Patient
Testimonials
Education &
Product
Information
Medical
Expert
Advice

50. Google Confidential and Proprietary 50
Rx 2010: Tap into existing communities.
Use the sight, sound, and motion of video
to create emotional touchpoints with your
consumers.

51. Google Confidential and Proprietary
5. Physician Immersion in the Digital Channel

52. Google Confidential and Proprietary
The Internet Is HCPs’ Top Health Resource
52
86% of physicians have used the
Internet to gather health, medical,
or prescription drug information
Base: Total Physicians n=458
Source: Hall & Partners and Google Custom HCP Study, August 2009
The Internet far exceeds the following resources for
gathering health, medical, or prescription drug information:
• Online CME courses – 78%
• Peer Reviews Journals – 77%
• Pharmaceutical sales
representatives – 77%
• Colleagues – 67%
• Books – 56%
• Health-related
organization/association – 54%
• Magazines – 35%
• Video/DVDs – 20%

53. Google Confidential and Proprietary 53
Physicians Access the Internet Across Locations
92%
in office/clinical setting
88%
at home
59%
on a mobile
device
Questions: In which of the following places do you access the internet to research medical or clinical information? You mentioned that you
access the Internet in your office or clinical setting. Specifically, where do you do so? Do you use a mobile device (e.g. cell phone, PDA,
Blackberry) to access clinical information? .
Base: Total Physicians n=411
Source: Hall & Partners and Google Custom HCP Study, August 2009
Places Used to Access the Internet for Medical Information
21%
in patient exam room

54. Google Confidential and Proprietary 54
Physicians Start with Search
How Physicians Start Patient Research
*Note: ‘Where search starts’ includes what the 1st step was that respondents took when executing the task. ‘Total search engine use
overall’ includes the use of search engines overall, across scenarios and searches
Base: Total Physicians n=411, Physicians who use a search engine n=294
Source: Hall & Partners and Google Custom HCP Study, August 2009
71%
Search
Engine
29%
Website

55. Google Confidential and Proprietary 55
One-Third of Physicians Search on Branded Meds
Base: Physicians who use a search engine n=294
Source: Hall & Partners and Google Custom HCP Study, August 2009
Types of Search Terms Physicians Use
57%
Conditions
36%
Treatments / Trials
33%
Branded Medication
e.g., cardiovascular disease,
post traumatic stress disorder
e.g., Boniva,
Pristiq
e.g., diabetes type ll treatment,
antiplatelet therapy trials

56. Google Confidential and Proprietary 56
Physicians Click at the Top of the Page
46%
92%
24%
8%
Percent of Physicians That Clicked
Base: Physicians who use a search engine n=294
Source: Hall & Partners and Google Custom HCP Study, August 2009
21% of
Psychiatrists
clicked
on sponsored
links
Sponsored links
Top of the Page
Bottom of the Page
Middle of the Page

57. Google Confidential and Proprietary
Reach Physicians in Relevant Content

58. Google Confidential and Proprietary 58
Rx 2010: Create HCP focused
search campaigns with targeted
messages & run display
campaigns on medical sites.

59. Google Confidential and Proprietary 59
Thank You!