What's on the Horizon for Pharma in the Digital Space – An Update from Leading
Online Providers
Bryan SchroederSenior Director, Advertiser Product Marketing & Solutions, Yahoo!
Digital Advertising Challenges
“How do I measure impact?”
“How long to convert?”
“Will the ad drive Rx sales?”
“Am I reaching the right consumer or prescriber?”
Yahoo! isthe premier digitalmedia company.
scaleto reach target audiences who matter to an advertiser’s business in meaningful numbers
Source: comscore, August 2011
Reaching 83% of the US Online Audience
178 MillionUnique Users
Yahoo! Health Engages Active Health Seekers
New programming• Dr. Drew’s new TV show “Lifechangers”
Custom micro-site opportunities
artto create immediate, lasting engagement
The Canvas
Introducing Dr. OzWeekly program will appear as part of a branded experience on Yahoo! Shine
• Answers to medical myths• Sound medical advice themed around individual care
Unique advertising sponsorships available today• Brand exclusivity• Creative messaging throughout the viewer experience
An Exclusive Video Series for Yahoo!
Flexible Features:• Interactive Video• Print Questions for Doctors• Downloadable PDF• Downloadable Research• Vouchers• Symptoms Quiz• Polling with Live Results• Game• Sign Up for text alerts• Opt-in Adherence Programs• Fair Balance module
*Ad for illustrative purposes only
Interactive Video Ads ExtendYour TV Ads Online
Rich Ads in Search Increase Engagement
PILOT
Beyond text links:• Embedded Video• Images• Icons• Form field (optional)• Product information
scienceto understand and target an audience with precision
Yahoo! Audience TargetingHas The Right Data Sources
Advertiser Data Partner DataData
Demo Geo Life StageLifestyle
Interests /Attitudes
Purchase Intent
Ensuring Brand Safety for Marketers and Transparency and Control for Consumers
Yahoo! Is the
#1most trusted
technology brand in the world*
Source: 2010 Edelman Trust Barometer
Yahoo! believes strongly in empowering users by
offering transparency into our data collection and use
practices and providing tools to exercise user
choice.
What’s Next for Pharma in Digital
Scale Activating the synergies between Digital & Traditional
Efficiency Leveraging Digital for holistic DTC and HCP marketing
ROI Getting beyond the click by “Closing the loop”
Social Renewed focus on being a part of the conversation
THANK YOUBryan Schroeder
Senior Director, Advertiser Product Marketing & Solutions, Yahoo!