Proactive Pharma Sem Strategies Rebecca Murtagh 2 09

© 2009 Karner Blue Marketing, LLC All Rights Reserved.

Welcome to

EXL SEM Pharmaceutical Workshop:

Proactive PharmaceuticalSearch Engine Marketing Strategies


What is Search Engine Marketing?

The practice of leveraging the consumer search engine experience to promote visibility, competitive positioning, differentiation and “front of mind” brand recognition to target audiences to support organizational goals.


Why is Search Engine MarketingIncreasingly Important to

Integrated Marketing?

Unlike traditional marketing and advertising mediums that push TO customers,


Why is Search Engine MarketingIncreasingly Important to

Integrated Marketing?

Unlike traditional marketing and advertising mediums that push TO customers,

SEM: search engine marketing promotes visibility to QUALIFIED visitors to your website at the moment they are actively seeking a solution…(yours!)


Do the internet, and searchwarrant your attention?

Trends in Internet usage:

• Time spent online is up 25% over previous year.• Audiences continually become more savvy.• Technology is more accessible (video, connectivity speeds, etc.)• Increasing reliability & dependency on Internet.• Competitive Landscape continually raises the bar.• Video increases conversion rate for e-commerce.• 7 in 10 users will shop online. (emarketer)



Competitive Landscape

• It is inevitable that once you’ve achieved desirable search engine rank that competitors will “up their game”.• Changes continuously.• Whomever is most visible, gets the clicks = $• Positioning is as important as rank.



Internet as an ever-changing marketplace.

• Search engine algorithms change constantly.• Competitive landscape changes by the second.• Technology increases accessibility to video, and faster download speeds, accelerating consumption of website content.• Social media is an explosing promotion channel. •There are MILLIONS of websites…effort is required.

February 2007, Netcraft Web Server survey finds more than 108 million distinct websites


How often do internet users use search engines?


What are they using search to do?Consider that, of the 299+ million Internet users in the United States 1 . . .

· 91% use search engines to find information. 2

· 80%+ find businesses/brands they'll patronize by using a search engine. 3

· 78% research a product or service before buying. 2

· 61% will make an online purchase.

· Internet usage (time spent online) is up 25% in last year. 3

1. Nielsen/Net Ratings September 2006.2. December 2006 Study by Pew Internet & American Life Project.3. Compete.com Fall 2007, Pew Internet Fall 2008


Facets of Search Engine Marketing…

• Organic / natural search• Paid / sponsored search• Web 2.0 sites• Social networking



Organic / natural searchAchieving high ranking unpaid visibility by targeting keyword phrases on:

• Google, Yahoo, MSN, AOL, etc.• Directories

© 2008 Karner Blue Marketing, LLC All Rights Reserved.© 2008 Karner Blue Marketing, LLC All Rights Reserved.

Search Engine Marketing Methods:• Search Engine Natural or Organic Listings



Paid/sponsored search listingsAchieving high ranking paid visibility by targeting keyword phrases on:

• Google, Yahoo, MSN, AOL, etc.• Directories• Content/Adsense website partners

(Google)• High Ranking, High Traffic TARGETED

Websites (as banner/ad advertiser)

© 2008 Karner Blue Marketing, LLC All Rights Reserved.© 2008 Karner Blue Marketing, LLC All Rights Reserved.

Search Engine Marketing Methods:• Paid or Sponsored Listings


Search Engine Marketing…



Web 2.0Integrating desirable keyword phrases to naturally leverage user behavior on interactive websites by keyword, topic and brand to reach targeted audiences on websites like:

• Forums / discussion boards• Communities• Blogs• Reviews• Photo/Video/Publication Sharing


Facets of Search Engine Marketing…Social NetworkingPromoting visibility, indirectly, through affiliation between individuals as they network and evangelize where non-industry contacts (also consumers) will also be exposed to brand/product.

• Facebook• My Space• Linked In• Spoke• Inquisix• Twitter


What search engine activity generates the most activity, ROI?



68% of search engine users click results on the first page of search results, compared to 62% in 2006, and 60% in 2004.

Source: iprospect.com April 2008




Only 8% of search engine users review more than the first three pages prior to clicking on a result.






49% of search engine users who continue their search when not finding what they are looking for, will either change and/or re-launch their search after reviewing just the first page of search engine results, This is up from 40% in 2006, and 42% in 2004.






49% of search engine users who continue their search when not finding what they are looking for, will either change and/or re-launch their search after reviewing just the first page of search engine results, This is up from 40% in 2006, and 42% in 2004.

37% of online users associate appearance at the top of search results with a company's leadership within its industry or category, up slightly from 35% in 2006 and 33% in 2002. Source: iprospect.com April 2008


Which Search Engine Produces Results?

• Google drives roughly 78% of all Internet searches.• Google is more difficult to optimize for.• Algorithms change continually.• Paid advertising network expands with acquisition of companies like Double Click, YouTube, wikis, online

software applications, etc.• Yahoo, MSN, AOL, etc. share the remaining

20% of search traffic.


SEO Success Indicators

So, what do we strive for?

What are desirable search engine marketing results?


Rank in top 3 organic results on Page 1

• 45% of all user clicks occurred in the top results of Google…where the top 3 organic/natural results on Page 1 reside.

Source: Harald Weinreich and colleagues© 2009 Karner Blue Marketing, LLC All Rights Reserved.



Clicks from Google results:

First 3 positions get 79% of clicksFirst 5 positions get 88% of clicks



• Rank in top 3 organic results on Page 1• Keyword phrases connecting visitors directly to relevant content (not just home page)• Improve visitor statistics (unique visitors, time on site, pages viewed, conversion, etc.)• Links from other credible websites• Broad range of keywords and phrases driving qualified visitors to the website… Think Long Tail!


The Core of Search Engine Marketing…



Keywords and keyword phrases!



Keywords and keyword phrases!

Did you know?The average length of all search engine queries, including revisions (adding or changing words to reach targeted content) is 2.57 words.


Thinking beyond the Brand

MOST keyword searches are not for BRAND


Thinking beyond the Brand

MOST keyword searches are not for BRAND

Searches are typically driven by:• Problem• Solution (by type/form)• Value Proposition (by differentiation) • THEN brand.


Making Web Assets Search FriendlyHow to leverage web assets to improve visibility to search-driven queries:


Making Web Assets Search FriendlyHow to leverage web assets to improve visibility to search-driven queries:• Remember that search engines are largely “text crawlers”


Making Web Assets Search FriendlyHow to leverage web assets to improve visibility to search-driven queries:• Remember that search engines are largely “text crawlers”• Keep mindful eye on “text to code ratio”


Making Web Assets Search FriendlyHow to leverage web assets to improve visibility to search-driven queries:• Remember that search engines are largely “text crawlers”• Keep mindful eye on “text to code ratio”• Recognize that optimization requires more than meta data


Making Web Assets Search FriendlyHow to leverage web assets to improve visibility to search-driven queries:• Remember that search engines are largely “text crawlers”• Keep mindful eye on “text to code ratio”• Recognize that optimization requires more than meta data• Look at website assets through the eye of a search engine crawler…


Making Web Assets Search FriendlyLook at website assets through the eye of a search engine crawler…

Search engines cannot view the graphical interface that we call a website, the way humans do.

Because search engines are driven by data, they only have the code on your website from which to “index”you as a qualified result to specific keyword searches.


Making Web Assets Search FriendlyLook at website assets through the eye of a search engine crawler…

To see what search engines see:1. Go to a live website page.2. Click on “View” at the top of the browser.3. Pull down and select “Source”.

The page that pops up is what search enginesuse to identify your website and its content.


Welcoming the ClickMaking the Website Search-visitor friendly

What happens on your website once they click from a search engine result is as important as how they got there.


Welcoming the Click

What happens on your website once they click from a search engine result is as important as how they got there.

• Bounce Rate• Pages Viewed (even more relevant when optimized!)• Relevance (directly impacting conversion)


Web browser eye & click tracking:

• 45% of all user clicks occurred in the greater upper left quadrant of visible page. (approximately 520 x 400 pixels)

• Horizontal and vertical navigation bars with left / top-most portions Read/clicked most heavily.

Source: Harald Weinreich and colleagues


Optimizing Assets for Search

SEO, Search Engine Optimization of independent assets can generate viral attention via search on or off your website…• Copy – for WEB…not print, books or marketing collateral

• Video• Reports• Reviews• Press Releases / News• Demos / Instruction• Blog / Articles


Making Web Assets Search FriendlyApproach All Content with a Long Tail approach• Conduct keyword research• Identify phrases that align with most qualified

audiences• Expand keyword base by related keywords, phrases

that resonate with how humans search• Optimize all content

• Page content• Meta data• Press releases• Blogs


Making Web Assets MORE Search FriendlyWhat to optimize to improve search performance of internet assets.

• SEO Design



• SEO Design• Domain Name (remember URL guessing!)



• SEO Design• Domain Name• Interface Structure – for crawlers and humans



• SEO Design• Domain Name• Interface Structure• Meta Data – differentiate & prequalify the click!



• SEO Design• Domain Name• Interface Structure• Meta Data• Graphics – make them support search goals



• SEO Design• Domain Name• Interface Structure• Meta Data• Graphics• Content Organization and Content



• SEO Design• Domain Name• Interface Structure• Meta Data• Graphics• Content Organization and Content• Accurate Keyword Selection



• SEO Design• Domain Name• Interface Structure• Meta Data• Graphics• Content Organization and Content• Accurate Keyword Selection• Strategic Positioning – think beyond the brand



• SEO Design• Domain Name• Interface Structure• Meta Data• Graphics• Content Organization and Content• Accurate Keyword Selection• Strategic Positioning• Legitimate Incoming Links.


Leverage “New” Search Mediums• Video• Blog• Web 2.0• Social Media• Email• RSS Feeds• Wikis

* Study conducted by Universal McCann


Add Value with “New” Search Mediums• Define Value Proposition• Develop “voice”• Leverage “voice to text” and “text to voice”technologies to promote viral and consistent exposure…the way your audience prefers to receive it• Build a communications schedule• Commit to executing it, as frequently as you can, without fail• Leverage analytics to measure and improve performance



Relationship between Organic & Paid Search Engine Marketing

SEO and paid search advertising are closely related…

• Optimized websites promote better performing PPC (like Google Adwords) campaigns (Google “checks” your website as you launch PPC campaigns)

• Optimized web assets enable multiple “entry points” for search-driven traffic.


A New Landscape for Pharmaceuticals

• Promotion to physicians accounted for more than 80 percent of all promotional spending by pharmaceutical companies in 2001. DTC promotion, especially online has changed the landscape.

•Industry has nearly doubled its spending on device ads aimed at consumers – from $119 million in 2005 up to $193 million in 2007.

•DTC advertising of medical devices has come under recent Congressional scrutiny...especially online.


Trends for Pharmaceuticals Online

•The DMA report predicts that Internet drug advertising will almost double in four years, rising to $173 million in 2012 from $93.6 million in 2008.

•According to a recent report from the Direct Marketing Association, spending on Pharma direct marketing is expected to rise 35 percent in the next four years. The DMA estimates that drug companies will spend $1.39 billion on direct marketing in 2012, up from $1.03 billion in 2008.


The Changing Media Landscape

A new report was recently released on the impact of social media (such as blogs, social networks, online video) on the media landscape. 17,000 Internet users surveyed worldwide in March 2008 indicates that social media, in particular blogs, are "becoming a more important part of global media consumption for internet users than some traditional media channels."

The report also found that social media is a global phenomenon (29 countries were surveyed), although there are cultural differences in how people use it. The report states that "video clips, blogs, podcasts, social networks and RSS are all essential components of the online media diet." *




The Study Says…

- 83% watch video clips, up from 62% in the last study in June 2007- 78% read blogs, up from 66%- 57% of internet users are now members of a social network- RSS consumption is growing rapidly up from 15% to 39%- Podcasts are now mainstream digital content, listened to by 48%Social networks have been "a key driver for the growth of social media":- 22% of social network users have installed a widget or apps- 55% have shared photos- 22% have shared their videos- 31% have started a blog- The world’s biggest social network is MySpace with 32% weekly reach followed by Facebook on 23%The report also states that social media is a global phenomenon:- Top markets for blogging – China 70% of internet users write a blog, Philippines 66% and Mexico 60%- Top markets for social networking – Philippines 83%, Hungary 76% and Poland 76%- China is the world's largest blogging market with 42m bloggers versus 26m in the US

Challenging Times Call for Creative, Ethicaland Proactive Strategies

As more advertising dollars move to the online environment, this may well be the primary legal battleground facing advertisers in the coming years. The issues are likely to be fought on multiple fronts, including the Congress, state legislatures, the courts and the Federal Trade Commission ("FTC").

New administration and leadership in CongressAdvertising moratorium affecting prescription drugs.Likely congressional consideration affective over the counter drug advertising on and offline, affecting search.



Deploying Paid Search Engine Marketing

•Flat fee. Not traffic or click-qualified, a simple “pay to play” fee.

• PPC – Pay per click marketing. Programs like Google Adwords, Yahoo search and directories where you advertise, but only pay when someone clicks on your ad to visit your website.

• CPM – Cost per thousand.Many social media, online publications (news/magazines, ezines, email newsletters & online news sites).


Target Advertising to Consumer

Common mistake is keyword and language selection in marketing to consumers.

Consumers:Keyword research will provide the road map to map your search engine marketing strategy.• problem• solution• side effects• differentiation• brand



Methods to increase consumer engagement:

BlogsRSS FeedsMicrosites• Support groups• Forums• Education• Multimedia



Common mistake is keyword and language selection in marketing to consumers.

Physicians:Recent studies show physicians are seeking more information from sales people…many will research online…make it easy for them to find what they need.• studies• side effects• dosing• interaction with other pharmaceuticals



Methods to increase physician engagement

• Email campaigns Think mobile!

• RSS Feeds• Password protected forums• Live chat with Pharmaceutical reps

• Web• Text


Pharma Messaging while achieving FDA Compliance

Seek opportunities within the 3 types of Pharmaceutical “Ads”

•“product-claim” are regulated by the FDA•“reminder” are regulated by the FDA•“help-seeking” ads are NOT regulated by FDA.


Evolving Legitimate Legal Concerns

TRADEMARK USE IN SEARCH ENGINE ADVERTISEMENT

At issue are practices such as using another party's trademark as a search term in search engine advertising to drive traffic to one's own website, or using another's trademark in one's own website metadata for the same purpose. It is possible that only Supreme Court review of these issues will provide a definitive answer for advertisers. While a number of courts have held that "purchasing" a competitor's trademark for use as a search term in search engine advertising implicates federal trademark law, the influential Second Circuit Court of Appeals has held that this practice is not a "use in commerce" of another's trademark. Because Internet-based search advertising is inherently national in scope, it will be important for the courts to resolve this division of legal authority.


“White Hat” or “Black Hat”?

Choosing your Search Engine Marketing Path

Black HatThis SEO approach uses current patterns to emphasize assets to achieve visibility to achieve top rankings, even if only temporarily by “spamming” the search engines…at all costs.

White HatThis SEO approach uses ethical, time-tested methods that leverage all aspects of optimization to promote performance over time withoutputting website at risk of being “blacklisted” by search engines.


Developing SEM Methods

• There are many methods for website search engine optimization and marketing to be executed.• All SEO and SEM experts, methods and practices are not equal.• Proof is in performance.• Reporting and Analytics are vital to knowing what is working, what new opportunities exist and where untapped potential lies.


SEM Performance = ROI

• Achieving #1 search position is meaningless if it is not based on the keywords your audience uses.

• Web stats and analytics will demonstrate performance…read between the lines and continually optimize for improvement.

• Track user experience to promote conversion.• Track conversion for measurable ROI.


Measuring Performance and ROI

Analytics and Website Statistics can tell the story of what will support the bottom line according to your immediate and long-term goals related to the deployment of temporary and long-term internet assets whether they are on or off your website.

Google AnalyticsOmnitureWebTrends


Recommendations for Success

• Review data with a critical eye, check performance data frequently and adjust programs proactively.

• Optimize websites for organic search optimization.

• Integrate Google Analytics to provide in-depth views of incoming traffic, user behavior and data that will enable you to make informed decisions.

• Compliment organic search with PPC campaignsdon’t COMPETE.

• Introduce strategic marketing to PPC campaigns toincrease incoming traffic for optimum ROI.


Thank You for attendingIt has been a pleasure being here with you today!

Rebecca [email protected]

KARNER BLUE MARKETINGYour Virtual Marketing Partner!

www.KarnerBlueMarketing.com

Proactive Pharma Sem Strategies Rebecca Murtagh 2 09

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