Reach, engage & measuRe your target healthcare audiences online2014 media Pack

About EPG Health Media

02

service offering:• Learning Hubs (new for 2014) Page 05

• Knowledge Centres Page 06

• Symposia Highlights Platforms Page 07

• Online CME Page 08

• Banner Campaigns Page 09

• Needs Assessment Quick Studies Page 10

• Measurement and Insights Packages Page 11

• Support and Professional Services Page 12

EPG Health Media (www.epghealthmedia.com) publishes www.epgonline.org, the website for healthcare professionals, with over half a million active users. Our innovative web–based solutions assist pharmaceutical and healthcare organisations to reach and engage target audiences online with educational and branded messages.

Learning Hubs

Audience Acquisition

Symposia HighlightsPlatforms

Online CME Platforms

BannerCampaigns

Needs Assessment

Quick Studies

Measurement & Insights

Support & Professional

Services

Knowledge Centres

About www.epgonline.org

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The website is designed to cater for the online behaviour, preferences and demands of healthcare professionals, curating a broad range of content types and sources in one, easy-to-use and navigate platform.

What does epgonline.org contain?• 110,000 pages of clinical, educational and drug-related content

• Geo–targeted content

• Daily medical news

• 50 major disease topic homepages

• Drug data in 9 European languages

• Clinical trial studies

• Guidelines for treatment

• Learning Hubs, Knowledge Centres, Symposia Highlights and CME (sponsored content)

• Journal articles, multimedia, social media conversations, CME (non-sponsored) image libraries, case studies and apps (from third party publishers)

• Blog for HCP–generated posts (new for 2014)

epgonline.org (EPG Online) is a disease and medicines knowledge base for healthcare professionals. It started as a software application in 2000, went online in 2002 and is today a well-established platform serving over half a million users.

Key credentials from 2013:

• 42% market penetration across major EU markets

• Over half a million ‘active 30’ users

• Disease Knowledge Centres attracted over 1 million unique visitors, viewing over 7 million pages of content

• Mobile version accounted for 23% of total traffic

• Symposia content increased client audience reach by over 300%

• Scored 80+ (of 100) by Hubspot™ for search engine marketing effectiveness and 70+ (of 100) by Woorank™

• Appeared more than 9 million times in mainstream search

• 76% of industry execs cited an international, multi-language, HCP–focused website as a key criteria when looking to place content online*

• 93% of HCPs stated they would use an independent international website containing multiple types/ sources of content presented by medical specialty*

* Industry studies conducted by EPG Health Media www.epghealthmedia.com/industry-reports

epgonline.org Market Penetration

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During 2013 epgonline.org attracted over 560,000 active users per month across 224 countries and more than 50 medical specialties, representing 42% market penetration in EU 5 (compared to leading industry reference database).

Discipline (sample selection) % of eu 5

Cardiology 30%

Dermatology 36%

Diabetes and Endocrinology 60%

Gastroenterology 31%

General Practice/Family Medicine 46%

Haematology 20%

Infectious Diseases 64%

Oncology 67%

Psychiatry/Mental Health 54%

Radiology 30%

Respiratory 29%

Rheumatology 46%

Women’s Health and Obs/Gyn 47%

Total (across all 50 disciplines) 42%

Individual specialty and market counts are available upon request: contact@epghealthmedia.com

52,652approx. 47% penetration 59,066

approx. 50% penetration

40,568approx. 31% penetration

36,657approx. 53% penetration

60,362approx. 41% penetration

sample data eu5

26% accessed

epgonline.org via a mobile

device

Our email program is accredited by Return Path’s Sender Score Certified program

Learning Hubs

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The Learning Hub is an arm’s–length sponsored area of epgonline.org which focuses on a specific disease or individual condition. Each hub is an editorially managed and supported collation of educational & reference material including; disease diagnosis and treatment, accredited learning (CME), congress coverage, symposia highlights and other related digital media.

summary• An editorially managed and supported hub of educational material

devoted to a specific disease or condition

• Provides access to related Knowledge Centre, Symposia Highlights, CME and reference material

• Opportunities for sponsor to donate, highlight or position appropriate content

• Content continuously updated

• Can be geo–targeted and targeted by medical specialty

• Launched and supported with full marketing activity including a targeted email campaign

The Learning hub was developed based on research indicating that:• Most pharma professionals look to place content within disease/

condition segmented areas rather than within silo’d content areas that restrict HCP access to a single type of content

• Most HCPs prefer content focused around conditions and treatments rather than type or source

Research conducted by EPG Health Media: www.epghealthmedia.com/industry-reports

Knowledge Centres

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summary• Content typically includes condition overview, diagnosis, guidelines,

treatment options, clinical tools, and patient support

• Indexed and available via epgonline.org search results, main navigation, Learning Hubs, disease topic home page and visual calls-to-action

• Content is developed for HCPs, fully referenced and presented with clinical objectivity and fair balance

• A flexible and updateable platform

• Can be geo–targeted (tailored or confined to geographic regions/markets) and targeted by medical specialty

• Launched and supported with full marketing activity including a targeted email campaign

A Knowledge Centre is an educational microsite (within www.epgonline.org) dedicated to a specific disease or treatment topic. It is an educational platform intended to assist doctors in understanding current best practice approaches to diagnosis and treatment.

In 2013, Knowledge centres:

• Received over 1 million unique visitors, viewing over 7 million pages of content

• Achieved average session times of 8 minutes+

• Averaged monthly repeat visitor rates of 55%+

Symposia Highlights Platform

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summary• Acquire an online audience for congress, symposia or meeting highlights

• Leverage the value of enduring materials

• Increase ROI from satellite symposia

• Synchronise video content with associated slide presentations

• Independent multichannel activities to support conference output

• Targeted by medical specialty/location

• Launched and supported with full marketing activity including a targeted email campaign

• Regular metrics reports to measure engagement

The Symposia Highlights Platform is designed to provide access to highly engaging and interactive enduring materials from key events, including live webcasts, post-event video footage, archive news, slide kits from individual sessions, KOL opinion and highlights.

In 2013, symposia highlights:

• Achieved average viewing times of over 30 minutes for some key content

• Averaged 5,500 HCPs accessing & engaging with client content remotely

• Increasing symposia content reach by over 300%

Online CME

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summary• From audience acquisition through to design, hosting and accreditation

• Targeted by medical specialty and location

• Launched and supported with full marketing activity including a targeted email campaign

• Regular reports to measure engagement

EPG Health Media develops online Continuing Medical Education (CME) platforms and hosts them on epgonline.org. Alternatively, we can assist with HCP audience acquisition for existing accredited (or non accredited) educational programmes.

Key fact:

• 94% of HCPs stated that they wanted to participate in more online CME and most reported using medical websites to keep informed

• CME platforms reached and engaged on average over 5,500 HCPs, with over 1,600 completing accredited activities

Research conducted by EPG Health Media: www.epghealthmedia.com/industry-reports

Banner Campaigns

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Why place banners on www.epgonline.org• Access over 560,000 active users every month

• Target by medical specialty

• Geo–targeted (globally) at no extra cost

• Paying on a CPM basis means a clear ROI can be demonstrated

PricingcPm (cost per 1,000 impressions):

• 40 GBP if run in conjunction with an educational activity

• 48 GBP if not run in conjunction with an educational activity

• Minimum order 250,000 impressions

• Agency discount of 10%

• 500 GBP for each change of creative during the campaign period

Display advertising is available throughout www.epgonline.org and can be targeted by medical specialty and country.

Leaderboard and skyscraper

mPu

Leaderboard 728 x 90 pixels

Skys

cra

pe

r 120

x 6

00 p

ixe

ls

MPU300 x 250 pixels

Key fact:

epgonline.org serves in excess of 1.5 million banner impressions per month with an average CTR of 0.24%

Our bespoke digital surveys are designed to provide insight into the views, behaviour and demands of target HCP audiences, usually to provide direction and support for strategy or individual marketing activities.

summary• Consultation on survey questions and format

• Preparation and online hosting of survey

• e–vite delivery to target respondent group

• Compilation of survey results

• Supply of Quick Study report

• Targeted by medical specialty and country

ePg health media also conducts independent industry studies, which are free to download at www.epghealthmedia.com/industry-reports

Needs Assessment Quick Studies

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The EPG Health Media Quick Study is designed to deliver fast, reliable and cost effective market research with target groups of healthcare professionals.

429,214'

611,565'

6,072'

Banner Impressions (by type)

Leader'

Tower'

MPU'

Campaign Statistics Banner Impact The most e�ective banner position in all 3 ‘types’ is the MPU banner position, with 361 click-thrus. This is closely followed by the tower ad, though the impression count on the latter is signi�cantly higher.

Email Impact Our emails will typically receive between 3-5% response rate (this is where they click on a link within the email). As you an see from the f u n n e l b e l ow, t h e S a m p l e Knowledge Centre launch email was at the upper end of this scale.

166'

352'

361'

Banner click-thrus (by type)

Leader'

Tower'

MPU'

Measurement and Insights Packages

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standard Quarterly Data analytics and KPI consultancy Key elements:

• Quantitative reporting of key metrics, including total visits, unique visits, dwell time, entrance/exit points, location

• Key statistics from marketing activities

• Key recommendations for further development

advanced Data analytics and KPI consultancy Key elements – as for ‘standard’ package with the addition of:

• Workshop/session to identify key data requirements and KPIs

• Bespoke reporting based on KPIs and objectives identified

• Full analysis of quantitative data

• Detailed recommendations for further development

Premium Data analytics and KPI consultancy Key elements – as for ‘advanced’ package with the addition of:

• Fully customised multi-country reports based on requirements/scope

• Post-report debrief workshop/session

Measurement and Insights are key to EPG Health Media’s service offering and allows you (our clients) to understand traffic and behaviour, with in–depth analysis of who, why, when, where and how HCPs access your online, digital content.

Visits Q1 1st March – 31st May

Total page views 63,300

Average page views per session

5.19

Average Duration 07:25

New Visits 68.03%

Repeat Visits 31.97%

Bounce Rate 31.97% (low)

Audience Overview Total visits: 60,700 Total visitors (login): 4,700

25.96%

19.23% 54.81%

Tra�ic Sources

Search

Referral

Direct

United'Kingdom'24%'

Germany'20%'

Spain'17%'

France'14%'

Portugal'11%'

Italy'7%'

Netherlands'3%'

Denmark'2%'

Greece'1%' Ireland'

1%'

Top$(EU)$Visitor$loca1on$

Support and Professional Services

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All projects are assigned a dedicated senior project manager throughout. We employ experienced editorial, web development, business development and marketing teams to fulfill all client projects, including:

• Design

• Medical writing

• Video and 3D animation

• Translations

• Needs assessments

• Content strategy

• Multichannel consultation and integration

• Digital workshops

EPG Health Media can provide consultation and support for all digital marketing and communication activities.

Key fact:

•

EPG Health Media clients

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“The extent to which we have increased engagement with our target clinician group has more than achieved our objectives and it was pleasing to receive feedback from several of our KAM’s who reported spontaneous mentions from clinicians about the AIKN platform, and positive feedback on the materials they have downloaded. What has also been really pleasing to see is the significant increase in engagement with clinicians in mainland Europe over the last 12 months. ”Astellas

clients during 2013

“We have been working with EPG since 2006 and have found their support and experience in managing healthcare professional and patient-targeted initiatives to be excellent. It’s a pleasure to work with such professionals and we are really pleased with the results. Thank you, EPG! ” Bayer

At EPG Health Media we are proud to have worked with leading pharmaceutical companies and supporting agencies over the past decade and have experience spanning all key therapy areas and markets.

contactEPG Health Media Royal Victoria House 51–55 The Pantiles Tunbridge Wells Kent TN2 5TE United Kingdom

e: contact@epghealthmedia.com

T: +44 (0)1892 526776

W: epghealthmedia.com/contact

People who know digital, who understand healthcare, who care about your success www.epghealthmedia.com

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