Keynote Case Study: Mobile Pfizer Presented by: Kate Bird, Director, Digital Communications Policy, External Affairs & Communications, Pfizer An overview from Pfizer on the different ways in which we're broadcasting our communications efforts by expanding in the mobile space. www.bdionline.com

1. Policy, External Affairs & Communications
Mobile Pfizer:
A Review of Current Activities
Business Development Institute
Mobile Healthcare Communications
January 19, 2011
Kate Bird
Director, Corporate Digital Communications
@katebird

2. Policy, External Affairs & Communications
Epocrates and Pfizer iPhone App

3. Policy, External Affairs & Communications
Smidge™. Healthy Habits Start Here™.
• Free holistic health and
wellness application
• Help Canadians Make Healthy
a Habit
– Drink more water
– Eat more fruits & veggies
– Be positive
– Deep breathing
– Take the stairs
– Train your brain
• Developed with Canadian
Health Experts
• http://www.morethanmedicatio
n.ca/en/smidge/

4. Policy, External Affairs & Communications
Protonix Mobile Co-pay Program

5. Policy, External Affairs & Communications
Pfizer Nutrition & Yahoo! Hong Kong

6. Policy, External Affairs & Communications
Pfizer Animal Health Australia

7. Policy, External Affairs & Communications
Mobile Searches Growing Relative To Desktop
Search Volume, Healthcare Category
Mobile Queries are 15% of Total Search Traffic Today*,
compared to 7% a Year Ago
Source: Google Internal Data, *Today = data for the past four years;
Google Confidential and Proprietary

8. Policy, External Affairs & Communications
Ages 25-54 Health Info Seekers
on Mobile Web
A25-54 mobile web users research
25M health info
Are smartphone owners – 3 of 10
66% own iPhones or Android phones
More likely to browse for health info
2.6x on mobile site vs. app
72% Google Mobile Ads Reach of A25-54
Source: comScore Oct’10, Nielsen @plan, Q3’10. Google Mobile Ads includes mGoogle.com,
mYT.com, AdMob network, GDN

9. Policy, External Affairs & Communications
Mobile Search Ads for Corporate Brand
• There have been 35,828
impressions from Mobile
• ~1% of paid visits from
• Mobile Avg Cost Per Click is
~9% less than avg CPC
overall
• Our average position for
mobile is between 1st and
2nd
• Our top keyword for Mobile
is the brand name "Pfizer"

10. Policy, External Affairs & Communications
Introducing Mobile Pfizer.com