Rosetta’s Search & Media group teamed up with our Healthcare practice to create a point of view and some recommended actions. We hope to keep the document up to date with more information. What would you do? Feel free to share your thoughts here or over at the Sidewiki discussion on the home of this document at: http://www.rosetta.com/WhoWeAre/Documents/POVs/GoogleSidewikiPharmaPOV.pdf UPDATE: AdAge recently published - Big Pharma and Google Sidewiki: A Sink or Swim Situation? - written by Rosetta partner Adam Cohen with help from Rosetta partner Jason Whitney and Search manager Ian Orekondy. http://adage.com/digitalnext/post?article_id=139687 AND: Rosetta’s Chris Boggs also published some thoughts today on Search Engine Watch, providing more discussion about the implications of Sidewiki for SEO. http://searchenginewatch.com/3635252

1. October 7, 2009
Google Sidewiki and
Its Implications for
Pharma Brands
Rosetta Point of View and Recommendations
1 © 2009 Rosetta®

2. Purpose of This Document
This Point of View (POV) is meant to simply
explain to pharma marketers:
• What is Google Sidewiki?
• Why is it important to your brand’s website?
• What should you do about Google Sidewiki?
This POV will also provide several options for minimizing the risks associated
with Google Sidewiki, and recommends you develop and implement a plan of
action as soon as possible. These recommendations are offered as general prin-
ciples; any specific brand or client will naturally need to assess their particular
situation and act in accord with their company policies and legal guidance.
1 © 2009 Rosetta®

3. First: What is a “Wiki”?
A
• wiki is a website that allows users to
add and update content
• his
T user generated content is largely
unmanaged – although content can be
corrected by other users
• his
T is made possible by Wiki software that
runs on the Web server
• ikis
W end up being created mainly by a
collaborative effort of site visitors
A great example of a large wiki is
Wikipedia, a free encyclopedia in many
languages that anyone can edit
2 © 2009 Rosetta®

4. So What is Google Sidewiki?
• oogle
G Sidewiki is a browser sidebar that
lets you contribute and read information
alongside any web page
• n
I order to contribute and view Google
Sidewiki content, all that is necessary is
for a user:
– To have a Google account
– To download and install an add-on to the Google Toolbar
for either Internet Explorer or Firefox web browser
• It launched September 23, 2009
3 © 2009 Rosetta®

5. What does Google Sidewiki
Look Like?
CDC Website without
Google Sidewiki
Same CDC Website with
Google Sidewiki
User comments on CDC Website
via Google Sidewiki
Note: Sidewiki comments can also be specific to individual page elements
(e.g. one sentence of text), and when this happens, the page element that the com-
ment applies to is highlighted within the page.
4 © 2009 Rosetta®

6. How Does Google Sidewiki Work?
• he
T user simply goes to your website, and
enters in a comment on Sidewiki:
– It looks like it is a part of your website
– Other users who have Sidewiki and come to your site
will see all the postings
• he
T comments are not posted in chronologi-
cal order, but rather the position is
determined by a combination of factors,
including (but not limited to):
– Content of the web page
– Quality of the comment as voted by other
Sidewiki users
– The commenter’s Google Profile history and authority
(a Google account is required to use Sidewiki)
– Importantly, the site owner is entitled to post the first
comment visible on the page
• Comments are permanent unless deleted
by the user who posted it or if it violates the
comment policy (no porn, hate speech, etc.)
• See Google Sidewiki Homepage:
http://www.google.com/sidewiki
5 © 2009 Rosetta®

7. Will Google Sidewiki Matter
for Healthcare?
Yes!
“ Patients are constantly seeking new ways to
learn about health information on the web.
I find it exciting that Google Sidewiki provides
a new platform for sharing medical information
with users who are seeking additional back-
ground or context about this important topic.
”
DR. DEAN ORNISH
President of Preventive Medicine Research Institute
Source: Newsfactory.com, “Now You Can Comment on Web Pages with SideWiki”
,
Patricia Resende, 9/23/09
6 © 2009 Rosetta®

8. Why is Google Sidewiki Important
to Your Brand?
1 Control of pharmaceutical brands’ online
assets is being challenged
2 Comments are already appearing on the first
page of Sidewiki entries on pharma brand
sites – and most are negative
3 The FDA could perceive Sidewiki entries as
an integral part of a brand site
7 © 2009 Rosetta®

9. 1 Control of pharmaceutical brands’
online assets is being challenged
• Google
Sidewiki empowers patients, HCPs
and caregivers (anyone) to share relevant in-
formation alongside almost any web page
• This
challenges your ability to manage your
Brand’s online presence:
1 On-site: Damaging comments could be left on your site’s
Sidewiki (it is already happening in pharma)
2 Within Search Engines: Sidewiki comments could play a
role in search engine rankings and achieve first-page
listings on their own
3 Within Social Networking Sites: Sidewiki comments are
easily shared on sites like Facebook and Twitter
8 © 2009 Rosetta®

10. 2 Comments are already appearing
on the first page of Sidewiki entries
on pharma brand sites
• To
date, the majority of comments we have
found are negative, including:
— Amgen Homepage: Enbrel and Aranesp
— AstraZeneca: Seroquel XR product page
— Merck Homepage: Vioxx, Gardasil, Vytorin brands
— Pfizer: Viagra Product Page
• Most pharma brands have no comments
at this time:
— However, we expect the number of comments (positive
and negative) to increase (think of Facebook and
Twitter’s proliferation)
— The latest Google Toolbar launched on July 1, 2009 a
nd has over 4 million users to date (the original toolbar
has tens — of millions of users, and launched over
5 years ago)
9 © 2009 Rosetta®

11. 3 The FDA could perceive Sidewiki
entries as an integral part of a
brand site
• If
a Sidewiki comment were to contain an
adverse event mention, would the brand be
responsible for reporting to the FDA?
• This
especially could apply if a site owner
exercises the privilege of controlling the first
Sidewiki entry displayed
• More
guidance may come after the
November 2009 FDA “open hearing” on
the Internet and social media
10 © 2009 Rosetta®

12. Example of Negative Sidewiki
Comments Potentially
Damaging Online Reputation
First-page comment on Amgen homepage mentions lawsuit for illegal
marketing of Enbrel and Aranesp
11 © 2009 Rosetta®

13. Example Of Negative Sidewiki
Comments Showing Up in Search
Sidewiki entries are also indexed by search engines and are also easily
shareable on social networking sites like Facebook and Twitter. Over 1,800
comments are already indexed by search engines and shown in organic
search results.
12 © 2009 Rosetta®

14. Google Sidewiki is Not All Negative
• Positive
comments could be useful to your
Brand and those seeking information on it
• Monitoring
comments provides free
insights as to what patients and doctors
are thinking on your Brand – as well as
competitive brands
• It
provides an opportunity to identify patient
advocates for your Brand
• With
the right policies, you may be
able to address questions and correct
misinformation on your Brand
13 © 2009 Rosetta®

15. Rosetta’s Recommended Approach
to Google Sidewiki
1 Verify your site with Google
Webmaster Tools:
• Grants site owners the right to control the first entry
displayed within Google Sidewiki on each page
• Enables future alert tracking.
2 Prepare content strategy for Google Sidewiki
comments
3 Determine when to engage with comments
14 © 2009 Rosetta®

16. 1 Verify Your Site With Google
Webmaster Tools
Verifying a site with Google Webmaster Tools enables a
site owner’s Sidewiki entry to appear at the top of the first
page of Sidewiki entries.
Rosetta Recommendations
1 Verify site within Google Webmaster Tools
– Responsibility for this usually falls to either IT services
group or the brand’s SEO agency
2 Install the latest version of Google Toolbar and Google
Sidewiki and monitor your brand pages
To receive alerts about comments:
• he Google API provides the possibility for registered Web
T
site owners to receive alerts when comments are posted
on their pages’ Sidewikis
• owever, each page of a site has to be registered to
H
enable this functionality throughout the domain (though
Google is working on expanding this functionality to apply
to the entire Web site)
• osetta is exploring ways to work with the Sidewiki API
R
to enable clients to receive automatic alerts when new
comments are posted to their sites
•
Additionally, Social Media monitoring tools such as
Radian6 are developing the ability to provide monitoring
for Sidewiki entries
Google Sidewiki API Code Reference Guide: http://code.google.com/apis/sidewiki/
docs/2.0/reference_guide.html
15 © 2009 Rosetta®

17. 2 Prepare Content Strategy for
Google Sidewiki Comments
Once a site is verified within Google Webmaster Tools,
the site owner can control the first comment shown when
users click to post or review comments within Sidewiki.
Rosetta Recommendations
1 Develop approved messaging now
2 A pre-approved Sidewiki comment can be used to push
potentially negative comments off of page 1, and enable
a fast response when necessary
3 Determine when to post specific comments
There are several content opportunities that should be
considered, including:
• disclaimer regarding what’s posted
A
• entioning that the brand is not monitoring the
M
comments
• iving instructions/phone number for adverse
G
events reporting
• roviding concise statement of indications and risk
P
information (if PI information is too long, consider linking
to this information)
16 © 2009 Rosetta®

18. Example of Claiming the First
Comment on Google Sidewiki
(Nationwide Insurance)
Rosetta helped Nationwide proactively ensure their brand voice and
message are in a prominent first place position within Google Sidewiki
17 © 2009 Rosetta®

19. 3 Determine When to Engage
with Comments
Engagement Approaches for Google Sidewiki
PROS CONS
1 PRE-EMPTIVE
• Immediately claim first • Quickly reduces risk of a • May attract attention
listing on your web pages’ negative comment achiev- from regulators and
Sidewikis ing first-page listing Sidewiki users
• Begin with the highest- • Potentially reduces risk by • Unhelpful comments may
trafficked pages adding disclaimer or ISI create perception that
brand “doesn’t get it”
• Populate with a site-owner-
entry long enough to fill
entire first page of
Sidewiki comments
2 REACTIVE
• Prepare a content strategy • “No harm, no foul”— • Risk creates an opportu-
+ approved Sidewiki no action unless negative nity for negative
entries now postings occur commenters by allowing
• Prepares marketing and them first-page entry
• However, wait to post to
your brands’ pages until legal thinking on issue • Requires active monitoring
user comments appear • Buys some time for negative comments
3 IGNORE // NOT RECOMMENDED
• Allows for following the
• Do nothing • Risk negative Sidewiki
lead of other brands (more
comments appearing
conservative)
alongside brand pages
• Less work in the near-term
• Lack of a plan should rapid
response be needed
18 © 2009 Rosetta®

20. Additional Untested Opportunities
to Manage Sidewiki
OPPORTUNITY PROS CONS
ADD SSL CERTIFICATE TO ALL SITE PAGES
• Add SSL Certificate to all
• Blocks Sidewiki from your • Could raise suspicions
website page
web pages among Sidewiki users
• Could cause temporary dip
in search engine rankings
• Would break incoming
http:// links requiring
re-directs to be set up on
all pages
INSTALL SIDEWIKI DEFEAT TAG
• Untested Javascript code • Blocks Sidewiki from • Would block Google
that could be added to a web pages Sidewiki users from
site to block Sidewiki accessing the site entirely
• Not officially authorized • Unknown risks to site
security and/or search
by Google
engine rankings
• Not feasible for sites that
use hashtags in their URLs
19 © 2009 Rosetta®

21. Contact Information
/ Princeton 609.689.6100 / Boston 617.244.8800
/ New York 646.502.3100 / Chicago 847.981.5700
/ Cleveland 216.896.8900 / Denver 720.344.4897
Hari Mahadevan Jason Whitney Ian Orekondy
Managing Partner Partner Manager
Rosetta ®
Rosetta ®
Rosetta ®
100 American Metro Blvd 100 American Metro Blvd 99 Hudson, 11th Floor
Hamilton, NJ 08619 Hamilton, NJ 08619 New York, NY 10013
609.689.6168 609.689.2681 646.502.3195
hari.mahadevan@rosetta.com jason.whitney@rosetta.com ian.orekondy@rosetta.com
Twitter: @Jason_Whitney Twitter: @iano1000
20 © 2009 Rosetta®

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This document contains confidential material proprietary to
Rosetta. Disclosure of this document, to parties who are not
team members or members of the organization or company
for which this document is intended, is strictly prohibited.
All other rights to the contents of this document, including
but not limited to methodologies, concepts, experiences, and
client lists, are assigned to Rosetta.
Note: The trademarks listed below are the property of Rosetta Marketing Group, LLC and use by any other party is not permitted
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