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Private and Confidential Private and Confidential Digital Revenue Innovation in Scholarly Publishing Damon Basch Executive Director, Strategic Engagement
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Private and ConfidentialPrivate and Confidential
Digital Revenue Innovation in Scholarly Publishing
Damon BaschExecutive Director, Strategic Engagement
Private and Confidential
IS IT LIKE THIS?For some maybe, but
plenty of opportunity for those who adapt
o $1B drop in HCP advertising in 5 yearso 8 of 10 top selling drugs off patent or will be by 2016o Generic substitutions hugeo Pipelines niche and specializedo Payer influence reduces marketing impact
Private and ConfidentialPrivate and Confidential
• Social• Gamification• Email• Workflow Tools• Clin. Decision Support• eDetailing• eMR• Networks
ACCELERATORS, INCUBATORS, START-UPS &
DIGITAL-ONLY PLAYS FLOODING
THE MARKETAnd established online brands taking $.70+ on
the dollar of total online spend
Private and Confidential
WHO IS YOUR PHYSICIAN/HCP?
More targeted therapies and smaller budgets lead
to greater expectations on efficiency of messaging
o Specialtyo Geoo Hospital or
Ambulatoryo Patient Typeso Academic, Research
or Cliniciano Dx and Rx Historyo List Matcho Payoro Deciles
Private and Confidential
PRACTICE FUSION
An example of the interface
Virtually every component of structured data on the
platform can be targeted in a fully HIPAA compliant way
Private and Confidential
MEASUREMENT &ROI
Publisher ROI
You want the hot potato!
Agency ROI Pharma ROI
o Site Analytics (Webtrends)
o Clickso Click-Through
Rates (CTR)o Maybe a recall
study
o Clickso Click-Through
Rateso Rich Media
Interactiono CPC/CPA/CPLo Non-
Measureables (brand affinity)
o Calls to call center
o Deep website links
o Offer redemptions
o Conversionso Adjudicated Rx
lift, refills
