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Digital Revenue Innovation in Scholarly Publishing

Damon BaschExecutive Director, Strategic Engagement

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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

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• 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

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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

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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

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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

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Thank YouDamon Basch917.596.4039

dbasch@practicefusion.com