Today, the role of the product.com is changing rapidly. Brand managers are leveraging their websites to fill in white space, connect people, deliver meaningful tools and support more empowered patients. They're innovating and evolving both what these sites can and should do. We captured some of the most interesting trends in this presentation:

1. WEBSITE
TRENDS
Seven trends changing the
Product.com in pharma

2. STATE OF THE PRODUCT.COM
At the core of most digital strategies is the online megaphone of a
brand: the product.com.
For years, healthcare marketers – from big pharma to little biotech
– had low expectations for what the sites could really do. They were
a tactic to check off a list, not a major driver of new connections.
So, naturally, marketers limited their investment to just digital-izing
the basic facts and tools—much of the same info found on the
packaging.
Today, the role of the product.com is changing rapidly. Brand
managers are leveraging their websites to fill in white space, connect
people, deliver meaningful tools and support more empowered
patients. They're innovating and evolving both what these sites can
and should do. We captured some of the most interesting trends in
this presentation:

3. 7 WAYS PHARMA IS INNOVATING
ITS PRODUCT.COMs
HUMAN CONNECTED SELLING FREE APPS
TRUE SELF SERVICE MOBILE (OF COURSE)
ON DEMAND LEARNING REAL TOOLS
SUPPORTING THE CONVERSATION

4. 1 HUMAN CONNECTED
The brand experiences we’re most likely to
remember are generous ones – they include some
unexpected level of service or unique benefit. Brand
managers are adding that sense of high-touch
service into otherwise transactional websites by
creating easy ways for visitors to connect with real
people.

5. Human Connected
WHO’S DOING IT WELL
Pfizer’s professional site is robust, but not typically considered high
touch. So, it was a surprise last August when they launched
SamplesDirect – a very personal e-sampling service:
Docs get the convenience of
online ordering with the
service of their own rep:
When a doctor places an
electronic-sampling order,
Pfizer notifies the sales rep
assigned to that doctor to
decide how the order could
best be delivered (in person,
overnight, etc.)

6. Human Connected
WHO’S DOING IT WELL
~10% of physicians are using video chat in their practices. It’s a
trend that inspired another recent launch: one-on-one video chat
service that immediately connects a physician with a rep:
Today, these video
connections tend to be with
universal or call center reps.
Soon, we expect physicians
to be able to locate their
actual rep anywhere on
any technology – so, when
the physician clicks on that
video chat link on the
website, the rep will get a
Skype request on his cell
phone. That’s human
connected.

7. Human Connected
WHO’S DOING IT WELL
Some specialty and niche products have taken an even simpler
approach to connecting people– they have a form on their sites
that allows docs to request a visit from a rep:
Regranex is an ulcer
treatment for people with
diabetes. Its website lets
physicians raise their hands
to request an in-person
visit when they’re ready to
learn more about this
specialty treatment

8. Human Connected
IS IT RIGHT FOR YOUR BRAND?
Human Connected works best when your brand:
Has a lot of ―white space‖ not covered by a sales force
Is launching a niche product or truly innovative treatment
Is actively trying to build value around a commoditized Rx
Has a flexible sales force that can respond to warm leads
* What else: Human connected approaches are also very relevant in
small patient populations – like the Cystic Fibrosis community. The
high-touch service shows patients and caregivers they’re valued and
fosters lasting brand affinity.

9. 2 TRUE SELF SERVICE
One of the biggest issues we continue to face is
access. Many physicians – either at the office or
network level – have closed their doors to our reps.
Others will meet briefly, but don’t have time to go deep
in person. Brand managers are increasingly adding self
service features to websites just for these no-and low-
see health care providers.

10. True Self Service
WHO’S DOING IT WELL
AstraZeneca has earned a reputation as an experience
innovation leader in part because of first-to-market moves like
this one:
AZ touchpoints–available
directly and on key product
sites like Crestor and
Nexium–lets docs connect
immediately with their
personal rep or access lots of
self service tools – from
downloading patient
education to ordering
samples

11. True Self Service
WHO’S DOING IT WELL
This is one site where you’re not charged for the items in your cart.
On Analpram’s kitting site, physicians can shop the brand:
Analpram lets docs and reps
order print materials and
brand assets online. The
package they receive is
entirely customized to
their needs.

12. True Self Service
IS IT RIGHT FOR YOUR BRAND?
True Self Service works best when your brand:
Has an existing fulfillment engine
Wants to know more about its most frequent prescribers
Isn’t ―first in the bag‖
Can target marketing to areas with low rep coverage
* What else: True Self Service is also a way to re-energize the sales
force. Make it easy for them to get the tools they need most. Great
opportunity to show how the home office is making work easier in the
field

13. 3 ON DEMAND
LEARNING
We live in an increasingly on-demand culture that blurs the
lines between personal time and work time. For physicians,
that means many are as likely to be researching and med-
surfing at 7 in the morning as they are during prime rep call
hours. For those docs, brand managers are putting their
best science on the website.

14. On Demand Learning
WHO’S DOING IT WELL
Physicians use their mobile devices for reference, but they still tend
to return to their laptops and desktops for research. When
they do, Lipitor is ready to make it easy for them to go deep:
On demand education
tools include
details, interactive patient
profiles, even a series of KOL
events

15. On Demand Learning
WHO’S DOING IT WELL
The best part of self service is skipping the painful stuff – like
long hold times or figuring out where to start. Merck Zetia site
makes it easy for docs to navigate coverage:
The online managed care
wizard lets physicians
access formulary status
at the market level.
Question answered – no
phone call or handbook
required.

16. On Demand Learning
IS IT RIGHT FOR YOUR BRAND?
On Demand Learning works best when your brand:
Has a strong science story
Can deliver proprietary or comparative data
Has a current iPad or digital detail that can easily be converted
Wants to understand what messaging connects with HCPs
What else: On demand learning is incredibly important for people
* facing life-changing diagnoses. Giving them a chance to go deep on
how treatments work and what complementary wellness choices can
do is empowering—at just the right moment.

17. 4 SUPPORTING THE
CONVERSATION
Today’s most innovative treatments can be challenging to
understand and require new conversations about
benefits, risks and possibilities. Some brands are using
their web investments to inspire those conversations –
among HCPs and between doctor and patient.

18. Supporting The Conversation
WHO’S DOING IT WELL
Remicade is a revolutionary biologic treatment for certain
inflammatory diseases – but, it’s not right for every patient.
Centocor-Ortho makes it easy for patients and physicians to have
an informed conversation:
The Medversations site (linked
from their Product.Com)
delivers the information and
context physicians need to
talk to their patients about
finding their own balance of
benefit and risk.

19. Supporting The Conversation
WHO’S DOING IT WELL
In the year prior to the launch of its various bone disease
treatments, Amgen invested in inspiring a conversation about a
critical pathway:
Its website shared the
critical discoveries that
powered the new
treatments, including the
role of a specific pathway
that physicians hadn’t been
talking about before.

20. Supporting The Conversation
IS IT RIGHT FOR YOUR BRAND?
Supporting The Conversation works best when your brand:
Manages a REMS program
Has new news
Requires a lifestyle change or major patient commitment
Works best for a particular type of patient
What else: Supporting The Conversation can also mean connecting
* different specialties – what could nurses learn from nutritionists? What
could physical therapists learn from gerontologists?

21. 5 SELLING FREE APPS
According to an assessment by Deloitte, just 20% of apps
produced by leading consumer and health care brands were
downloaded more than 1,000 times. Meanwhile, three-quarters
of consumers expect brands to offer apps and tools, meaning
that ―non-participation in app stores is not an option.‖ How can
pharma make those apps meaningful? Some brands are
starting by leading with them on the Product.com.

22. Selling Free Apps
WHO’S DOING IT WELL
Janssen has always been a leader in content marketing –
offering all kinds of great tools from daily reminders for patients to
e-sampling for physicians. So, it’s no surprise they made apps easy:
The Ortho TriCyclen site not
only merchandises the
brand’s apps, its fully
interactive demos let
users try out the tools
before they download them.

23. Selling Free Apps
IS IT RIGHT FOR YOUR BRAND?
Ok, it’s not really a Product.Com, but Humana’s Games for Health
site demonstrates best-in-class app merchandising:
Their site brings all their
games and apps
together – creating a
true store with a clear
specialty. Each app
includes an opportunity
to learn more or quickly
download.

24. Selling Free Apps
IS IT RIGHT FOR YOUR BRAND?
Selling Free Apps works best when your brand:
Has an app that fills a need in life or at the practice
Is struggling to get those first 1000 users
Has made apps a key part of building value around the Rx
Can fulfill downloads through leading app stores
What else: A Product.Com app store could gain even more credibility
* by curating the best of the best apps for your audience – including your
own branded app in a diverse collection of tools.

25. 6 MOBILE
(OF COURSE)
17% of American adults who use a mobile phone today have
used their phone to look up health or medical information.
That number becomes ~1:3 when you look at the under 29
set. And, over 80% of physicians are carrying smartphones
(mostly iPhones) in the practice. Product.coms are finally
getting ready for the little screen.

26. Mobile (Of Course)
WHO’S DOING IT WELL
One of our favorite mobile experiences is actually one of the
oldest – it’s Sanofi Aventis’ Lantus site:
Lantus is a 24-hour insulin.
Its mobile site is built around
quick access tools and
resources. And, smartly, it’s
mobile content focuses on
just what you’d need on
the go – basic product
info, discounts/co-pay
cards, and answers to FAQs.

27. Mobile (Of Course)
WHO’S DOING IT WELL
Also in the diabetes category, Victoza maintains its brand look
and feel in mobile without taking away from the user experience:
Victoza’s site has clearly
labeled resources for both
physicians and patients and it
has a highlighted opportunity
to opt in for updates. The
only issue – the actual opt in
form is brutally long for
mobile typing.

28. Mobile (Of Course)
IS IT RIGHT FOR YOUR BRAND?
Mobile works best when your brand:
Has 5% or more of it’s site traffic coming from mobile devices
Can invest in a truly mobile optimized experience
Has lots of tools and quick reference content
Is ready to edit down ~70% of the site content to go mobile
* What else: If your brand’s site includes tools physicians or patients
would want to return to frequently, consider adding prompts to easily
bookmark the site by adding an app-like icon to the phone’s home
screen

29. 7 REAL TOOLS
Relationships aren’t built on price and product, they’re
built on unique value. Brand managers are starting to
use Product.coms – and their connected sites – to build
that ―value around the pill‖ with real tools that provide
meaningful support to people and the practice.

30. Real Tools
WHO’S DOING IT WELL
Nearly every busy professional is open to one fundamental service:
help. On iPractice, Sanofi Aventis goes beyond offering product
assistance to offer true practice support
We’ll let the site speak for
itself: ―iPractice can help
balance the needs of your
practice. Looking to get the
most out of technology? Want
tips on managing paperwork?
Need dosage information?
iPractice can help so you
can stay focused on what
matters most — the
patient.‖

31. Real Tools
WHO’S DOING IT WELL
King Pharmaceuticals’ Pain Balance site brings together an
incredible collection of tools – from clinical aids to surveys,
education content, REMS, and more.
The site’s visual aids are the
most impressive components –
they’re exam room ready and
in formats for nearly every
device. The site has earned
a lot of time and attention –
rating as many as 15,000
visitors in a month and 4-6
minutes of time per visit.

32. Real Tools
IS IT RIGHT FOR YOUR BRAND?
Real Tools works best when your brand:
Is involved in the patient or physician community
Can work with KOLs, POLs or other experts to create content
Has metrics around relationship building and retention
Needs new ways for sales reps to connect with HCPs
* What else: One relatively unexplored area is creating Real Tools for
caregivers – often the biggest advocates and motivators for patients.

33. WhatsYourDigitaliQ.com
@iQlab
#iQLab

34. ABOUT IQ
We’re a lab where digital experimentation becomes
marketing innovation

35. H&W LEADERS ARE REDEFINING
HOW THEY INVEST IN INNOVATION
Pharma has traditionally
looked to the product lab for
innovation. Now more PRODUCT
complex market conditions PROCESS
New products or
have led health care leaders improvements on
New efficiencies or
to look at innovation more improved delivery
products
broadly. In health care
today, it’s as likely to come
from marketing insight as
hard science.
POSITIONING PARADIGM
Major shifts in
New roles for the
thinking about an
product or company
industry or product

36. SO IS GSW WORLDWIDE.
INTRODUCING iQ:
OUR DEDICATED INNOVATION LAB
It’s where big ideas converge and come to life
So that we can find new
kinds of opportunity in
fast-changing areas like
mobile, social and slate And, create fresh ways to
solve persistent challenges
health care marketers face

37. iQ IS PART OF OUR SHARED
COMMITMENT TO CREATE BETTER
HEALTH FOR MORE PEOPLE
More relevant
techniques for Better ways for Smarter tools to
physicians and patients to find help caregivers be
care teams to breakthrough powerful advocates
communicate, treatments and for their
connect, and meaningful support loved one’s health
collaborate

38. iQ IS A CATALYST FOR DIGITAL
INNOVATION
CONSTANT FEED WORKSHOPS AND PERSPECTIVES
OF INSPIRATION BRAINSTORMS AND POVS
Industry publications, slide Custom 101s, innovation Best advice on how to
decks, blogs, etc. workshops, ideation leverage key technologies,
sessions trend reports

39. AND, A PARTNER IN SOLVING HC
MARKETING CHALLENGES
Experiments Products
{Visual explorations of how applied {Sophisticated technology tools
technology could solve marketing that can be quickly ―skinned‖ and
challenges} launched for multiple clients}

40. THOSE EXPERIMENTS BECOME
INNOVATION THEATERS
A quarterly roadshow of vetted experiments. Shared live
with clients and colleagues and archived online.

41. SOME EXPERIMENTS INSPIRE
PROJECTS; OTHERS BECOME
LASTING PLATFORMS
GSW invests in efficient new tools and platforms that help our clients quickly
create engaging brand experiences