This is the presentation our VP of Search and Social, Ryan DeShazer, presented at the 2012 Digital Pharma East Conference.

1. HCP Experience Mapping:
Documenting the Road to Marketing Success
Presented by
Ryan DeShazer
SVP, Digital Experience
GSW Worldwide
T: @ryandeshazer
Li: LinkedIn.com/in/ryandeshazer
E: ryan.deshazer@gsw-w.com
MediaPost Search Insider
“Subject to Search” Q2, 2013

2. What Is Experience, Really?
According to Merriam-Webster…
Experience - “something personally encountered,
undergone, or lived through”

3. Today
Your ask
What are we talking about?
1. What would be your pre-launch plan for BG-12?
According to the conference program…
2. How would you bring quitters/sideline patients back into the market for BG-12, or do you feel
there is a more appropriate patient type?
3. How would you position BG-12 against our competition? What do you see as being the
1. Creating content in the context of the patient/physician experience
limitations of the current “no compromises” position?
2. Addressing the complexity of a digitally integrated marketing
4. What do you think the most optimal patient experience would look like on BG-12 (i.e.
ecosystem
adherence programs, nurse services, financial services, etc…)? What are the some of the
challenges and opportunities?
5. What are your thoughts on DTC at launch for BG-12? What level of engagement do you think
would be appropriate?

4. Today
Your ask
What I really want to talk about…
1. What would be your pre-launch plan for BG-12?
2. How would you bring quitters/sideline patients back into the market for BG-12, or do you feel
there is a more appropriate patient type?
1. Insights
3. How would you position BG-12 against our competition? What do you see as being the
2. Ecosystem
limitations of the current “no compromises” position?
4. What do you think the most optimal patient experience would look like on BG-12 (i.e.
3. Understanding
adherence programs, nurse services, financial services, etc…)? What are the some of the
challenges and opportunities?
5. What are your thoughts on DTC at launch for BG-12? What level of engagement do you think
would be appropriate?

5. Insights

6. Connecting w/ HCPs is Challenging
Professional Journals Digital & Mobile
Conventions Social & Peers
Paid Search Sales Force

7. How HCPs Consume Digital Information*
*“Screen to Script: The Doctor’s Digital Path to Treatment” – Google/Manhattan Research, June 2012

8. The Importance of Digital Touch Points
• 99% of clinicians use the internet to
support their practices
• Physicians spend twice as much time
using online resources compared to
print
• More doctors start with a search engine
than any other online resource or
website
– 84% use search engines daily for
professional purposes
• 87% of physicians use a smartphone or
tablet device in their practices
• Physicians watch online video an
average of 3 hours per week for
professional purposes

9. The Usual Suspects

10. Building Brand Experiences
Brand actions andinteractions
choreographed to enable
meaningful human
connections with immediate
and lasting impact

11. Show of Hands…
Your ask
1. What would be your pre-launch plan for BG-12?
2. How would you bring quitters/sideline patients back into the market for BG-12, or do you feel
there is a more appropriate patient type?
3. How would you position BG-12 against our competition? What do you see as being the
limitations of the current “no compromises” position?
4. What do you think the most optimal patient experience would look like on BG-12 (i.e.
adherence programs, nurse services, financial services, etc…)? What are the some of the
challenges and opportunities?
5. What are your thoughts on DTC at launch for BG-12? What level of engagement do you think
would be appropriate?

12. KPIs: Secret Ingredient to Digital Experiences
Your ask

13. Demystifying KPIs
Your ask
Before we can deploy effective communications, we need clear business objectives
aligned to intelligentyour pre-launch plan for BG-12?
1. What would be KPIs
2. How would you bring quitters/sideline patients back into the market for BG-12, or do you feel
• Most misapplied component of digital marketing
there is a more appropriate patient type?
• Far more sophisticated than impressions, clicks, retweets,
3. How would you position BG-12 against our competition? What do you see as being the
mentions, etc.
limitations of the current “no compromises” position?
• Mash-up of two or more important metrics that provide
4. What do you think the most optimal patient experience would look like on BG-12 (i.e.
contextual relevancy to data
adherence programs, nurse services, financial services, etc…)? What are the some of the
• challenges and opportunities?
Successful KPIs provide immediate insight into the performance
5. Whatanyyour thoughts on DTC atprogram BG-12? What level of engagement do you think
of are communications launch for
would be appropriate?
You have to know where you’re going before you know what to pack

14. Ecosystem

15. Content Marketing via Channel Activation
Your ask
1. HCPs can be a difficult group to find and connect with
2. It’s important to identify specific HCP audiences, and
discern the unique information consumption patterns
demonstrated by each
3. It’s equally important to understand the role each audience
type plays across the care continuum
4. Prioritizing HCP audiences then sets the stage for
meaningful ecosystem development
KEY – “digital experience mapping” IS content marketing

16. Patient Journey
Chronic Condition
ONSET OF SYMPTOMS SPECIALIST DIAGNOSIS ONGOING TREATMENT
Patient visits PCP Patient sees specialist Patient lives with condition
 Preliminary diagnosis made  Specialist diagnoses patient  Ongoing treatment as part of
augmented lifestyle
 Specialist referral  Treats patient
 PCP often responsible for aided
 Discharges patient with ongoing care
treatment plan

17. Ecosystem – Integrated, Non-Linear Experience
Mobile
Point of
Care eDetailing
PharmaCo
Web site
Online Pubs experience
Social
Web Video Media
Sales force

18. The Virtuous Cycle of Content Marketing
Create and promote
5 1 optimized content and
assets 5 1
4 2 1 KOL
4 2
3
3
Traffic and community
Content is
help research; develop
noticed, shared, and
and further grow social 5 2 voted on;
networks for content
PharmaCo awareness grows
and SEO
5 1
5 1
4 2
KOL
4 2 4 3 3
3 Increased links &
social exposure
grow search and Increased exposure
referral traffic attracts more
subscribers, fans, friend
s, followers, and links

19. Cultivate KOLs through Google Authorship
• Patent #7765209 filed September 13,
2005
• Google beginning to assess the authority
of individual authors rather than simply
organizations/domains
• Authorship markup will allows brands to
identify and cultivate KOLs as original
content is attributed to emerging thought
leaders
• KOLs will, over time, help shape the
online dialog. This is power that brands
can harness to influence HCP
perceptions.

20. Understanding

21. Why Do We Care About Data?
Your ask
Because our customers are telling us their secrets
• Definitive source of customer
intelligence
• Fluid, peer-to-peer exchanges
across social media allow for voice
of customer insights
− They ARE happening MLR team!
• With smart KPIs intact, data
analytics delivers real-time insight
into the dynamics of the
marketplace

22. The Big Deal Over Big Data
“Datarati are companies that have the edge in consumer
data insight…Data is ubiquitous and cheap, analytical
ability is scarce… The sexiest job in the next ten years will
be statistician.”
Hal Varian
Chief Economist, Google

23. Data Overload Is A Real Problem

24. Multi-Channel Compounds Complexity
Your ask
• Range of digital touches can lead to
1. What would be your pre-launch plan for BG-12?
brand engagement
2. How would you bring quitters/sideline patients back into the market for BG-12, or do you feel
• there is a more appropriate patient type? is
Identifying most crucial touches
hard work!
3. How would you position BG-12 against our competition? What do you see as being the
• limitations of the currentattribution
Start with linear “no compromises” position?
• What do time, investigate different experience would look like on BG-12 (i.e.
4. Over you think the most optimal patient
adherence programs, nurse services, financial services, etc…)? What are the some of the
models and apply common-sense
challenges and opportunities?
logic
5. What are your thoughts on DTC at launch for BG-12? What level of engagement do you think
would be appropriate?

25. Robust Intelligence for Pharma
Your ask
• Out-of-the-box web analytics only
serves up table stakes data for BG-12?
1. What would be your pre-launch plan
2. How would you bring quitters/sideline patients back into the market for BG-12, or do you feel
there is a more appropriate patient type?
• Focus instead on two types of data
analyses: you position BG-12 against our competition? What do you see as being the
3. How would
limitations of the current “no compromises” position?
1. What do you think the most optimal patient experience would look like on BG-12 (i.e.
4. Event-based analytics (EBA)
2. adherence programs, nurse services, financial services, etc…)? What are the some of the
Cohort analysis
challenges and opportunities?
5. What are your thoughts on DTC at launch for BG-12? What level of engagement do you think
would be appropriate?

26. Event-Based Analytics (EBA)
• Events are key website interactions
(downloads, video views, newsletter
registrations)
• Event focus helps eliminate a majority
of clickstream data clutter
• Events can be prioritized, and
assigned unique values relative to
organizational goals
• Funnel visualizations demonstrate
key touch points that lead to event
outcomes

27. EBA: Micro- & Macro-Conversions
• Confirm relationship
• Assign a value to those behaviors
Option 1 – Gut instinct
Option 2 – Statistical Analysis
Regression Statistics
Multiple R 0.235157717
R Square 0.055299152
Adjusted R Square 0.036405135
Standard Error 2.47206886
Observations 52
ANOVA
df SS MS F Significance F
Regression 1 17.88608532 17.88608532 2.926807575 9.3%
Residual 50 305.5562224 6.111124447
Total 51 323.4423077
Coefficients Standard Error t Stat P-value Lower 95% Upper 95% Lower 95.0% Upper 95.0%
Intercept 2.527505404 1.300149212 1.944011796 0.057531803 -0.08392109 5.138931898 -0.08392109 5.138931898
INTERNAL SEARCH 0.01896799
Action 0.01108726 1.710791505 0.093318059 -0.003301426 0.041237407 -0.003301426 0.041237407

28. Cohort Analysis
• Cohort analysis groups like visitors
for comparative purposes
• Cohorts are flexible and
customizable, enabling meaningful
analysis
• Understanding key interactions by
cohort will help healthcare
marketers better understand the
patient journey across multiple
digital properties

29. SECRET SAUCE BONUS: Serious HCP Insights
Your ask
• HCP-specific insights
− Confirmed reach
− Site interactions
− Critical content
− Search keywords = HCP vocabulary
• Firmographic segmentation
− Unique web experiences by HCP type

30. Rapid Iteration Required
Your ask
• HCP behaviors are constantly evolving
• Our content and channel selections must
evolve just as quickly
• Over time, today’s “Understanding”
becomes tomorrow’s “Insight”
• The “Three Screen” future

31. The Emerging Best-in-Class
Your ask
Pharma’s next-gen marketing innovators will…
• Introduce content that has proven to be popular (topic and type)
• Build enablement tools to quickly secure MLR approvals on new
content
• Build up online profiles of KOLs, leveraging Google AuthorRank
− Companies are now legitimately only as good as their people
• Rapidly iterate!

32. THANK YOU!!
Ryan DeShazer
SVP, Digital Experience
GSW Worldwide
T: @ryandeshazer
Li: LinkedIn.com/in/ryandeshazer
E: ryan.deshazer@gsw-w.com
MediaPost Search Insider
“Subject to Search” Q2, 2013