digital competitive landscape scorecard - oncology hcp product websites

1 LICENSED FOR INTERNAL USE ONLY

Unauthorized use, redistribution and reproduction are strictly prohibited without express written permission from Manhattan Research, LLC

Copyright ©2014 Manhattan Research, LLC. All rights reserved.

Digital Competitive Landscape Scorecard:

Oncology HCP Product Websites

Category evaluation scorecard

For client internal use only2

Research Methodology – Summary Scorecard

Color Discoverability* Usability Media & ContentService &

Communication

The website scored:

L & L At least 3 N’s/L’s At least 3 N’s/L’s At least 3 N’s/L’s

H & LM & LM & M

Anything in between L and H



H & HH & M

At least 3 Y’s/H’sAt least 3 Y’s/H’s At least 3 Y’s/H’s

Legend:L = Low; M = Medium; H = HighY = Yes; N = No

*Most websites reviewed had Y for paid search/display ads, so color was assigned based on the other two metricsSource: Manhattan Research Digital Competitive Landscape Series

Digital Competitive Summary Scorecard

HCP Product Websites Discoverability Usability Media & ContentService &

Communication

Avastin

(Genentech)

Neulasta

(Amgen)

Xtandi

(Astellas/Medivat

ion)

Erbitux (BMS/Eli

Lilly)

Alimta (Eli Lilly)


Source: Manhattan Research Digital Competitive Landscape Series


Category evaluation scorecardDiscoverability Usability Media & Content Service & Communication

Share of segment visits(Relative to competitors) : Shareof website visits out of sum of total visits to all 10 websites.L: 9%-15%; M: 15%-21%; H:

>21%Source: SimilarWeb

Mobile optimized:Websites adjusted for optimal viewing on smartphones and

tablets.Y/N

Video:L: no video; M: some

videos; H: video library

Value-added support for HCPs:Website offers 1 or more of:sample ordering, formulary

information, connect with a rep, integrated service program.

Y/N

Domain authority*:Prediction of how a website will

perform in search engine rankings based on 40+ signals.L: <33/100; M: >33/100 and

<67/100; H: >67/100

Source: MOZ

Mobile speed:Measures whether above-the-

fold content is delivered in under one second on mobile

device.Score awarded based on

Google’s scale of red/yellow/green

Source: Google PageInsights

Interactive toolsWebsite features tools

that allows user to input data and offers some

output.Y/N

Value-added education/supportto offer patients:

L: none; M: some educational materials; H: branded online

support program

Presence of paid search or display ads **

Y/NSource: SimilarWeb

Mobile user experience:Measures page performance on

mobile device.Source: Google PageInsights

Link to HCP appY/N

Customer service & rep access:L: none; M: only 1

communication method; H: more than 1 communication method (phone, online etc.)

Desktop page performance:Measures page performance on

desktop.Source: Google PageInsights

Link to HCP social mediaY/N

Co-pay cardsY/N

Research Methodology – Individual Website Scorecards

*Only features present on the HCP product website were included.


http://www.similarweb.com/ourdata

http://moz.com/learn/seo/domain-authority

https://developers.google.com/speed/docs/insights/about

http://www.similarweb.com/ourdata




Discoverability Usability Media & ContentService &

Communication

Share of segment visits

Relative to competitors

H

Mobile optimized

Y

Video

M

Value-added – support for HCPs

Y

Domain authority

L

Mobile speed

L

Interactive tools

N

Value-added –education/support to give

patients

H

Presence of paid search/display ads

Y

Mobile user experience

M

Link to HCP app

N

Customer service & rep Access

M

Desktop page performance

MLink to HCP social media

N

Co-pay cards

Y

Digital Competitive Audit Scorecard


Avastin-HCP.com




Communication



L/M

Mobile optimized

Y

Video

M


Y

Domain authority

L

Mobile speed

L

Interactive tools

N


patients

M


Y


H

Link to HCP app

N


H


LLink to HCP social media

N

Co-pay cards

Y



NeulastaHCP.com




Communication



H

Mobile optimized

Y

Video

M


Y

Domain authority

L

Mobile speed

L

Interactive tools

N


patients

H


Y


H

Link to HCP app

N


H



N

Co-pay cards

N



XtandiHCP.com




Communication



L

Mobile optimized

N

Video

L


N

Domain authority

L

Mobile speed

L

Interactive tools

N


patients

H


N


L

Link to HCP app

N


M



N

Co-pay cards

N



ErbituxHCP.com




Communication



M

Mobile optimized

N

Video

M


N

Domain authority

L

Mobile speed

L

Interactive tools

N


patients

M


Y


M

Link to HCP app

N


L



N

Co-pay cards

N



AlimtaHCP.com


Unauthorized use, redistribution and reproduction are strictly prohibited without express written permission from Manhattan Research, LLC

Copyright ©2014 Manhattan Research, LLC. All rights reserved.

Digital Competitive Landscape Scorecard:

Oncology HCP Product Websites

digital competitive landscape scorecard - oncology hcp product websites

Marketing