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Chairs Opening Address
Paul Ivans
Evolution RoadNew York, February 8, 2011
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A Look Back&A Look Ahead
10 Years
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3Calvin from comic strip Calvin & Hobbes, Bill Watterson 1958
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The Digital World Before 2000
http://en.wikipedia.org/wiki/File:Amazon.com-Logo.svghttp://en.wikipedia.org/wiki/File:@home_logo.png -
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2000 Internet Bubble Bursts
Financial Services Technology
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Dial-up = 90% Internet Access
Pew Internet & American Life Project 2000 & 2010
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Google Launches Adwords
Google.com; Poynter New Media Timeline 1969-2011
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AOL & Time Warner Merge
TIME Magazine January 2000
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55% US Internet Users AlreadyOnline for Health
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2001-Two-thirds of USPopulation Uses the Internet
Poynter New Media Timeline 1969-2011; Nielsen; UCLA Internet Report Year One
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Steve Jobs Makes ComebackLaunches iPod
Poynter New Media Timeline 1969-2011;Nielsen; UCLA Internet Report Year One
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2002-03 Social MediaMomentum
Poynter New Media Timeline 1969-2011; Nielsen; Newspaper Association of America 2001;Secondlife.com; NYTimes.com
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Blogs force resignation of Lottas Senate Minority Leader
Poynter New Media Timeline 1969-2011; NYTimes.com
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2004 Official Launch of Web 2.0
Poynter New Media Timeline 1969-2011; Wikipedia; OReilly Media, 2005
Web 2.0 credited to OReilly Medias Web 2.0 Conference
Who really coined Web 2.0? Darcy DiNucci - 1999
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Facebook Launches in 2004
Poynter New Media Timeline 1969-2011; Wikipedia
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2005 YouTube Launches
YouTube.com
Whos this in the 1st video? Jawed Karim
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18Poynter New Media Timeline 1969-2011; Technorati State of the Blogosphere; CNNMoney.com; Engadget.com
100k new blogs created a day
Google buys YouTube for $1.6B
Twitter Launches in 2006
# Employees at YouTube? 67
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2007 The Mobile Future Begins
YouTube.com; Wired.com
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20Poynter New Media Timeline 1969-2011; Pew Internet and American Life Project, 2007;TechCrunch, 2007; Nielsen/NetRatings, May 2007; Wired.com
25% Internet UsersHave Cell Phone Internet Access
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iPhone App Store opens in 2008300,000 apps today
Apple.com, January 2011
# Apps at Launch in 2008? 500
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2008-2010 Mobile DrivesWeb/Social/Video Convergence
Nielsen State of the Media, US Audiences and Devices, January 2011
228MM US mobile users
83MM access mobile web
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Facebook Changes Everything
eMarketer, 2010; Advertising Age January 2011
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Amazon now sells more eBooksthan dead tree books
Wired.com July 2010
How many more? 1.4 Kindle eBooks per paper book
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Mobile + Video Converge
Nielsen 2010
22MM in US watched video on mobile device
Growing 40%+
YouTube #1 mobile video site 7MM monthly uniques
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Mobile Commerce Ramping Up
CNN.com, January 2011; DigitalTrends.com, January 2011
Amazon Mobile Sales? $1B+ already!
http://www.digitaltrends.com/mobile/starbucks-now-accepting-mobile-payments-nationwide/attachment/259306_5/ -
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27Newsweek.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
Quick Then and Now
DAILY LETTERS MAILED
2000
287.8 BILLION
2010
175.6 BILLION
DAILY GOOGLE SEARCHES
2000
100 MILLION
2010
2 BILLION
ACTIVE BLOGS
2000
12,000
2010
141 MILLION
DAILY E-MAILS
2000
12 BILLION
2010
247 BILLION
TEXT MESSAGES
2000
400,000
2010
4.5 BILLION
TIME SPENT ONLINE
2000
2.7 HRS/WK.
2010
18 HRS/WK
DAILY NEWSPAPERS
2000
1,480
2010
1,302
iTUNES DOWNLOADS
2000
0
2010
10 BILLION
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And in Pharma
History of PharmaceuticalDigital Marketing
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Next 10 Years?
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Transform the industry
Transform theConsumer
Marketing Model
Transform the
HCPSelling Model
Quickly Prepare
for theMobile Future
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Transforming ConsumerMarketing fromTV-Centric to Digital-Centric
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Clearly DTC TV Works
Source: The Nielsen Company for DTC Perspectives, September 2010
About $3B Annual DTC TV Spend
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Toto, Ive a feeling were notin 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
Di i l H l h W k !
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34Comscore Research February 2010
Actions Taken as a Result of Health-Related Research Online
Digital Health Works!Provides the deeper education patients need
to make better healthcare choices
Digital Health Works!
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Digital Health Works!Comscore 5th Annual
Pharmaceutical eMarketingEffectiveness Benchmarks
(based on aggregate 75+ studies)
eMarketing Drives Lifts in:
Communication (awareness, favorability, etc.)
Incremental Prescriptions (new starts, refills)
Comscore Evolution Road 5thAnnual Rx eMarketing EffectivenessBenchmarks, February 2011
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Core Digital TacticsPaid SearchOnline MediaBrand.coms
Drive Incremental New Patient Starts
+9% of qualified prospects who visit Brand.comsbecome new patients above control
Drive Incremental Current User Refills
+16% of current brand users who visit Brand.coms fillan incremental Rx above control
Comscore Evolution Road 5thAnnual Rx eMarketing EffectivenessBenchmarks, February 2011
T d
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TremendousInnovation
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Transform the HealthcareProfessional Sales Model
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Sales Rep Arms Race is Over
FiercePharma, January, 2011; Bloomberg.com, January 2011; Medical Marketing & Media, January 2011
Critical Need for Alternatives
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Paradigm is Shifting
Source: Manhattan Research, ePharma Physician v10, 2010
Significant HCP reach & participation
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Paradigm is Shifting
SDI ePromotion Audit, PharmaVoice, January 2011
January September 2010: $396 million spend
3.4 million+ ePromotion activities
150 new brands participated
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Paradigm is Shifting
TGaS Advisors, January 2011
Brands believe NPP/MCM has value 76% Benchmark brands utilize eDetailing
Scale remains the largest barrier
Average program generates less than 5k targetphysician completions
Benchmark of HCP non-personaldigital marketing across 65 brandsTGaS Advisors Digital & RelationshipMarketing Benchmark, 2010
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Big Challenge is Scale
How can we Drive
$10B in Salesvia Multi-Channel?
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Great Strides
Depth ofMessaging
Websites,
eDetailing
Utility &Engagement
eSampling, eRx,
Patient Ed, etc.
Reach &Frequency
Mobile, Social,eMedia,
Mini-eDetails
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Quickly Prepare for theMobile Future
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48Mary Meeker, Morgan Stanley Internet Trends Report, April 2010
More Mobile Internet Users thanDesktop Internet Users buy 2014
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Yes, Mobile Ads/Apps
Top 10 Fastest Growing Mobile ContentCategories
Rank Mobile Content CategoriesY/Y %
Growth
1. Traded stocks or financial account 192%
2. weather 157%
3. men's magazine content 150%
4. women's magazine content 150%
5. news and information 146%
6. entertainment news 145%
7. health information 144%
8. comics or humor 144%
9. business directories 142%
10. maps 141%
Comscore MobiLens Intelligence Bay News/Frequency June 2009 (3 month average weighting);comScore Ad Metrix Mobile, April 2009
Health is #7 of Top 10 Fastest Growing
Mobile Content Categories
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Mobile will transformmarketing fromForm to Function
and fromAdvertising to Value
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Focus on Health Outcomes
Dr. Eric Topol and the Gary & Mary West Wireless Health Institute, US Data, January 2011
Already Many Mobile Devices/Apps
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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
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Focus Going ForwardLeverage Mobileto effectively & dramaticallyimprove health outcomes
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Transform the industry
In Summary
Transform theConsumer
Marketing Model
Transform the
HCPSelling Model
Quickly Prepare
for theMobile Future
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Thank You!And have fun over the next 2 days
Paul [email protected]