© comscore, inc. proprietary. publisher’s summit ehealthcare solutions & comscore wendy...

© comScore, Inc. Proprietary.

Publisher’s Summit

eHealthcare Solutions & comScore

Wendy Josefsberg, Senior Vice President

David Shronk, Vice President

May 14, 2013

© comScore, Inc. Proprietary. 2

Today’s Agenda

• comScore Overview

• Complexity of the multi-platform world

• HCP Observations

• Measurement to promote premium pricing and scalability

• Questions


comScore Brings it Together

TabletPC/Mac TV SmartphoneGaming

V0113


comScore 2 Million Person Global Panel Comprehensive View of Digital Consumer Behavior

Online

Advertising

Video

Search

Demo-

graphic

Profiles

Online

Behavioral

Profiles

E-Commerce

Website and

App Usage

PC

Smartphone

TV

Tablet

Gaming

POS

Server

V0113


We Provide Insights and Actions

We are an internet technology company

that measures what people do as they

navigate the digital world –

and turns that information into insights

and actions for our clients to maximize

the value of their digital investments.

Health Vertical of ~35 researchers focused

solely on delivering solutions to health clients.

V0113


Who is consuming what

content across various

platforms?

And how many of them

are there?

comScore helps answer…


How do they engage with this

content?

and...


Sh

are

of

De

vic

e P

ag

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raff

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ay

In one day, CONTENT is consumed across multiple DEVICES by the same PERSONDevice usage correlates with time of day

Tablets popular at nightPCs dominate

working hours

LATE NIG

HT

(12AM - 7AM)

EARLY MORNIN

G

(7AM – 10AM)

DAYTIME

(10AM – 5PM)

Mobile during the

commute

*Note: This represents percent among owners of each device

Source: comScore Device Essentials, Monday, Jan. 21, 2013


Total Internet Audience

224MM

237MM

Total Internet Audience

459MM

1,045MM

March '12 March '13

+5.9%Milli

ons of UVs

Total Minutes

168M view health content(71%)

+127.7%

Digital Consumption: it’s not just about how many more unique visitors there are, but also about how those people are engaging online.

Source: comScore Media Metrix® (March 2012) vs. Media Metrix® Multi-Platform (March 2013)

© comScore, Inc. Proprietary. 11Source: comScore Media Metrix® Multi-Platform, U.S., March 2013

On average, the top 25 digital media properties extended their reach via mobile channels by 50%

1

2

3

10

51.2%

PANDORA.COM 178.8%

Apple Inc. 56.0%

YELP.COM 55.4%

The Weather Company 47.1%

Gannett Sites 33.0%

About 31.8%

Answers.com Sites 31.6%

Wikimedia Foundation Sites 30.1%

eBay 29.1%

Amazon Sites 28.3%


How many incremental visitors come from mobile channels?33.3MM Unique Visitors consume content EXCLUSIVELY from mobile

33.3MM24.6%

Health Category Publishers


Tablet Owners Smartphone Owners

49% 45%49% 48%35% 33%

25%34%

9%22%

It’s more convenient

It’s easy to use

It allows me to multi-task

I am remote and have time

I am at my doctor’s office reviewing doctor’s guide’s so I am prepared for my visit

Source: comScore Custom Research – Jan 2013 Total n=1094

Why do you use your tablet for health research?

Among mobile researchers 1/2 of people who own a mobile device use it for health research due to ease of use & convenience


Multi-platform consumption is today’s new reality:

Nearly 1 in 2 minutes is now spent beyond the PC

46.7%53.3%


Average time on health sites increased at over 3x the rate of the total internet in the past year

Total Internet

2,202

2,336 +6%

+20%

SOURCE: COMSCORE MEDIA METRIX, JANUARY 2013

Mins/UV

Health

2530

2012 2013

© comScore, Inc. Proprietary. 16Source: comScore AdMetrix March 2013

Health advertising continues to

grow

and is more measurable than

ever

© comScore, Inc. Proprietary. 17Source: comScore AdMetrix March 2013 (April – December 2012)

In 2012, the industry began measuring viewability metrics to understand beyond server log data and better quantify the percent a campaign was viewable and the average viewable time.

…this represents a large

opportunity as online Health

advertisements represent 3%

of display ads.


We measured 1.3 billion pharma impressions across 15+ brands and manufacturers for viewability and found…

32.8% percent were never viewable…

…68% that were viewable, were viewable for less than 5 seconds.

This represents an immediate optimization opportunity

View-able for

less than 5 secs68%

View-able be-tween 5 and 60 secs, 25%

Viewable more than 60s Secs

7%

Viewable67.2%

Not Viewable32.8%

© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.

HCP Observations

comScore Physician PanelcomScore Primary Research


Health (90%)

Business to Business (41%)

Travel (64%)

Real Estate (31%)

198

180

157

150

Composition Index UV vs. Total Internet

Source: comScore Cognographic Analysis// Internet Categories (Ranked by Index) 12/12

Physicians work hard to play hard


Gambling - Online Gambling (1%)

Family & Youth - Teens (5%)

Services - Photos (26%)

Retail - Toys (6%)

27

37

41

46

Composition Index UV vs. Total Internet

Source: comScore Cognographic Analysis// Internet Categories (Ranked by Index) 12/12

Physicians tend not to play with toys

© comScore, Inc. Proprietary. 22Source: comScore’s HCP Mobile/Tablet Survey (6/1/12-6/12/12) (n=315)

What

percentage of physicians prefer using electronics for work?Mobile Phones:

55%Media Tablets: 64%

What

percentage of physicians actually

use

electronics for work everyday?

Desktop/PC:

79%Mobile

Phone: 60%Media Tablet: 44%

What percentage useapps everyday?Apps: 29%

Unless That Toy is a Mobile Device

© comScore, Inc. Proprietary. 23Source: comScore’s HCP Mobile/Tablet Survey (6/1/12-6/12/12) (n=315)

Apps Physicians like…

Apps

Medscape

Epocrates

NEJM This Week

Most Physicians use Medscape on their mobile phone and media tables

Twice as many physicians read NEJM This Week via their media

tablet over their mobile device

Physicians use their mobile phone to access Epocrates over their

media tablet or PC


Desktop/PC Mobile Phone

Media Tablet

78%

58%

42%

80%

65%

42%

Baby Boomers [A] Generation X [B]

It Does Not Matter by Whom: Electronic Devices Are Used “Almost Daily”

Source: comScore’s HCP Mobile/Tablet Survey (6/1/12-6/12/12)

Desktop/PC Mobile Phone

Media Tablet

78%

56%

41%

80%

62%

45%

Primary Care [A] Specialists [B]

% Composition Respondents

© comScore, Inc. Proprietary. 25Source: comScore’s HCP Mobile/Tablet Survey (6/1/12-6/12/12)

Physicians access medical information across all devices, but some devices are better suited for unique types of information

TabletPC/Mac Smartphone

• Medical calculators

• Drug lookup

• Drug interactions

Type of Information Accessed by Device

• Medical news

• Journal summaries

• Disease treatment

• Online detailing

• Drug Lookup

• Medical News

• Disease Treatment

• Drug Interactions


Source: comScore Physician Online Usage Analysis, Q4 2012

* Minutes per Visitor includes only physicians who visited the site or category

Desktop Use Minutes per Visitor:Medscape is The New York Times Online

Medscape

Association

Other HCP Content

Government

Extended Medical Journal

Medical Journal

Pharmaceuticals

108

49

48

46

18

18

30

US Physicians Minutes per Visitor

© comScore, Inc. Proprietary. 27comScore Media Metrix, March 2012- March 2013

eHealthcare Solutions Full Physician & HCP Network has experienced amazing growth year over year

Unique Visitors: +57% (6.8MM- March 2013)

Minutes: +28% (58MM- March 2013)

Page Views: +18% (71MM- March 2013)

Visits: +45% (13MM- March 2013)


How does Multi-Platform

impact your content,

programs, & premium pricing?

How do you prove value?

Multi-Platform Consumption


How are Pharma advertisers

adapting?

Multi-Platform Consumption


Pharma Reorganization Is RampantPromotional Model Has Been Evolving From:

HCP Marketing: $200 Rep Details

DTC: $200M TV Campaigns


Testing New Pharma Promotional Models?

HCP: Multi-Channel Interactions with Online being the preferred media

DTC: Online Only Campaigns


The Internet Is The Solution!

Go CheapGet Targeted

EducateROI ROI ROI

Yeah!!!

© comScore, Inc. Proprietary. 33*There are none, however comScore was invited by FDA to present at a hearing aimed at developing

standards sometime in the future

FDA Online Advertising Guidelines*


C Level Dilemma: Scalability Online Is Not Replacing Rep Productivity Yet!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

E-DetailingE-SamplingDirect MailTelesalesPoint of SaleIn OfficePublisher partnerships

Prove ROIANDSCALABILITYAND IMPLEMENTATION EASE


If Pharma Built it, They Won’t Come

GSK SourceAZ TouchPointsPfizerPro

12% of HCPs in Q4 2012 visited any HCP Portal

Merck Manuals

© comScore, Inc. Proprietary. 36Source: comScore AdMetrix (April – December 2011 vs. April – December 2012)

EHS Consumer

EHS - Healthcare Pro

646%

553%

543%

405%

Health Advertisers All Advertisers

EHS Health Advertising is growing at TRIPLE DIGIT rates:Advertisers trust EHS for their placements


As a Science based industry,

Pharma culture demands

measurement.

There is always a Silver Lining…


comScore HCP Measurement Discussions

Plan Well

Use the best third party tools to monitor value up front

Media Tools

vCE viewability by US based doctors across pubs

Custom Research

Determine reach into targets across all publishers

Link to soft KPIs (Awareness, Intent, Messaging)

And Rx impact


www.comscore.com

www.facebook.com/comscoreinc

@comScore

Wendy Josefsberg, Senior Vice President

[email protected]

David Shronk, Vice President

[email protected]

Thank You

© comscore, inc. proprietary. publisher’s summit ehealthcare solutions & comscore wendy...

Documents

comscore media metrix

comscore device essentials

comscore custom research

media metrix multiplatform

mobile device

device source

ease of use convenience

health research