Pharmaceutical Executive Europe - August 2008 - (Page 21) Pharmaceutical Executive Europe August 2008 Online Marketing 21 skyscrapers, search-targeted text ads, sponsored emails, journal article alerts and video banners).The ROI and effectiveness of the campaign can also be monitored directly by the number of impressions or CPC (cost per click), although marketers should beware as colourful and larger creatives do not necessarily lead to high open or click-through rates. Traditional journals now available online naturally offer similar marketing options, but the effectiveness of their campaigns and reach is often automatically restricted by the fact that their content is not necessarily freely available online. Figure 1: Most popular reasons physicians go online. 80% 65% 60% Development of online communities Barend Mons, CEO of WikiProfessional, gave the eMarketing seminar a more academic slant, examining the use of online management platforms and semantic technology to bring together healthcare communities and to solve the ambiguity and noise created by the web. How many times have you keyed in keywords such as ‘DMD’ only to be provided with millions of unnecessary and ‘noisy’ results? Via the use of the ‘concept webs,’ which are Education Search for Clinical information New product information Source: Online marketing and eDetailing. 2006, 2007: New England Journal of Medicine. data from June2005 ONLINE AND ON-MESSAGE • 79% of consumers in the UK consider the internet a key source for healthcare information trailing doctors (Source: Ogilvy Healthworld, Sept 2006 [research conducted by Millward Brown]). • The growth in visitors to health Sites in Europe grew to over 50 million visits between July 2006 and Jan 07 (Comscore, March 2007). • 97% of UK physicians use the internet on a daily basis or almost daily to find work-related information (Source: Online Marketing and eDetailing, 2006, 2007). • More than 80% of GPs go online to search for educational resources, compared to 65% who search online for clinical information (Source: Online Marketing and eDetailing, 2006, 2007). • Open access journals, as opposed to traditional journals, offer an unlimited way in which to target and reach out to researchers and clinicians. • Natural searches on Google and search engine optimisation give a higher ROI than paid listings (Source: Google AdWords). • Online advertising currently hits only 15% of the advertising market, but grew by 38% in 2007 (Source: Paul Mead, VCCP Search). • 75% of pharmaceutical, medical devices and healthcare manufacturers increased their online budgets in 2007 (Source: Jupiter Research, US Online Marketing Survey 2007). methods of organising ideas or concepts related to key subjects or topics, pharmas can effectively reach out to patients, physicians and researchers and truly hone in on the most useful and relevant information. The internet has brought about a revolutionary change in the way that people search and access scientific information and knowledge. Not only do marketers need to use relevant keywords to fight increasingly aggressive spam filters and consumers faced with an “information overload,” but they also have to ensure they use search engines effectively to flag up the right messages to the right group of customers at the right times. We should not be afraid to fully integrate appropriate aspects of Web 2.0 technologies into our marketing strategies. These new platforms and channels of communication are here to stay, and marketers who ignore them will find that they are missing out on key segments of their audiences and thus limiting the effectiveness of their campaigns. Footnote 1. ‘Open access’ articles are freely accessible via the internet and deposited immediately upon publication, without embargo in at least one widely and internationally recognised open access repository (such as PubMed Central). About the Author Caroline Blenkin has worked for the past 15 years in sales and marketing for a number of key STM and online publishers, including ProQuest, Nature Publishing Group, Pearson Professional and Euromonitor. Caroline is currently director of Sales and Marketing at BioMed Central, where she manages the commercial side of the company in addition to PR and customer services. http://www.biomedcentral.com/
Table of Contents Feed for the Digital Edition of Pharmaceutical Executive Europe - August 2008 Pharmaceutical Executive Europe - August 2008 Contents From the Editor News and Analysis Calendar The Calm Before the Storm Steering Pharma in Russia Built on Sand Renaissance Man IT Meets IMI Send for the Software Specialists Know Your eMarket Last Words Pharmaceutical Executive Europe - August 2008 Pharmaceutical Executive Europe - August 2008 - Pharmaceutical Executive Europe - August 2008 (Page Cover1) Pharmaceutical Executive Europe - August 2008 - Pharmaceutical Executive Europe - August 2008 (Page Cover2) Pharmaceutical Executive Europe - August 2008 - Contents (Page 3) Pharmaceutical Executive Europe - August 2008 - Contents (Page 4) Pharmaceutical Executive Europe - August 2008 - From the Editor (Page 5) Pharmaceutical Executive Europe - August 2008 - News and Analysis (Page 6) Pharmaceutical Executive Europe - August 2008 - News and Analysis (Page 7) Pharmaceutical Executive Europe - August 2008 - Calendar (Page 8) Pharmaceutical Executive Europe - August 2008 - Calendar (Page 9) Pharmaceutical Executive Europe - August 2008 - The Calm Before the Storm (Page 10) Pharmaceutical Executive Europe - August 2008 - Steering Pharma in Russia (Page 11) Pharmaceutical Executive Europe - August 2008 - Built on Sand (Page 12) Pharmaceutical Executive Europe - August 2008 - Renaissance Man (Page 13) Pharmaceutical Executive Europe - August 2008 - Renaissance Man (Page 14) Pharmaceutical Executive Europe - August 2008 - IT Meets IMI (Page 15) Pharmaceutical Executive Europe - August 2008 - IT Meets IMI (Page 16) Pharmaceutical Executive Europe - August 2008 - IT Meets IMI (Page 17) Pharmaceutical Executive Europe - August 2008 - Send for the Software Specialists (Page 18) Pharmaceutical Executive Europe - August 2008 - Send for the Software Specialists (Page 19) Pharmaceutical Executive Europe - August 2008 - Know Your eMarket (Page 20) Pharmaceutical Executive Europe - August 2008 - Know Your eMarket (Page 21) Pharmaceutical Executive Europe - August 2008 - Last Words (Page 22)
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