Transcript E-only: an opportunity for publishers?

E-only: an opportunity for
publishers?
Aly Bowman
Blackwell Publishing Ltd
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Agenda
 Traditional “special sales”
 Physician Internet use today
 Opportunity or threat
 Pharma. budgets
 The drive to connect
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“Special” sales today
 High demand from pharmaceutical industry for top
quality material
- Reprints
- Supplements
- Advertising
- Sponsored subscriptions
- Books
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Internet use
 70% of EU doctors use the Internet for work related
purposes
- 85% expect their use to increase in future
- 16% already have Broadband access
 82% of US doctors use the Internet for work related
purposes
 Consumer use is increasing especially in US
- 50% of online use is health related
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Physician online use today
 Reference based – online library
- Journals
- Clinical trial information
 Learning based – online courses
- CME credits
- Subject specific
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Opportunity or threat?
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Opportunity or threat
 Targeted advertising linked to
subject and searches
 Print advertising spend shifts
to online DTC
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Advertising
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Opportunity or threat
 Targeted advertising linked to
subject and searches
 Print advertising spend shifts
to online DTC
 Online articles and TPS links
bring references and product
claims to life
 Demand for paper reprints
declines as articles are
downloaded from the web
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Reprints
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Opportunity or threat
 Targeted advertising linked to
subject and searches
 Print advertising spend shifts
to online DTC
 Online articles and TPS links
bring references and product
claims to life
 Demand for paper reprints
declines as articles are
downloaded from the web
 Webcasts and online symposia
bring satellite meetings to a
wider audience
 Demand for high speed
publication damages
supplement business
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Supplements
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Opportunity or threat
 Targeted advertising linked to
subject and searches
 Print advertising spend shifts
to online DTC
 Online articles and TPS links
bring references and product
claims to life
 Demand for paper reprints
declines as articles are
downloaded from the web
 Webcasts and online symposia
bring satellite meetings to a
wider audience
 Online journal subscriptions
gives frequent promotional
opportunities for sponsors
 Demand for high speed
publication damages
supplement business
 Sponsored paper subscriptions
offer low ROI
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Sponsored subs
E-mail from FT
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Sponsored subs
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Opportunity or threat
 Targeted advertising linked to
subject and searches
 Print advertising spend shifts
to online DTC
 Online articles and TPS links
bring references and product
claims to life
 Demand for paper reprints
declines as articles are
downloaded from the web
 Webcasts and online symposia
bring satellite meetings to a
wider audience
 Online journal subscriptions
gives frequent promotional
opportunities for sponsors
 Online slide libraries provide
up to date, top quality images
 Demand for high speed
publication damages
supplement business
 Sponsored paper subscriptions
offer low ROI
 High quality textbooks
perceived as too expensive
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Books
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Opportunity or threat?
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The promotional budget
Sales material
Educational
material
Meetings
Online
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Product sites
 Far fewer doctors regularly use product specific
websites than third party portal sites.
 The difference in visiting rates can be up to 10 times
higher in favour of the portal site
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The promotional budget
Sales material
E-detailing
Educational
material
Online CME
Meetings
Webcasts
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What else is possible?
 Support the patient physician relationship
- Patient monitoring services
- Disease management programmes
- Facilitated patient/physician e-mail
 Mobile solutions
- E-Prescribing
- Educational material to PDA’s
 E-detailing
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Driving Doctors to connect……
Pharma
Publishers
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Driving Doctors to connect……
Pharma
Government
Publishers
3rd party
suppliers
Patients
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