1 e-only: an opportunity for publishers? aly bowman blackwell publishing ltd

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E-only: an opportunity for publishers?E-only: an opportunity for publishers?

Aly Bowman

Blackwell Publishing Ltd

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AgendaAgenda

Traditional “special sales”

Physician Internet use today

Opportunity or threat

Pharma. budgets

The drive to connect

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“Special” sales today“Special” sales today

High demand from pharmaceutical industry for top quality material

- Reprints

- Supplements

- Advertising

- Sponsored subscriptions

- Books

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Internet useInternet 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 todayPhysician 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?Opportunity or threat?

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Opportunity or threatOpportunity or threat

Targeted advertising linked to subject and searches

Print advertising spend shifts to online DTC

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AdvertisingAdvertising

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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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ReprintsReprints

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Webcasts and online symposia bring satellite meetings to a wider audience



Demand for high speed publication damages supplement business

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SupplementsSupplements

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Online journal subscriptions gives frequent promotional opportunities for sponsors




Sponsored paper subscriptions offer low ROI

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Sponsored subsSponsored subs

E-mail from FT

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Sponsored subsSponsored subs

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Online journal subscriptions gives frequent promotional opportunities for sponsors

Online slide libraries provide up to date, top quality images




Sponsored paper subscriptions offer low ROI

High quality textbooks perceived as too expensive

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BooksBooks

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Opportunity or threat?Opportunity or threat?

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The promotional budgetThe promotional budget

Sales material

Educationalmaterial

Meetings

Online

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Product sitesProduct 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 budgetThe promotional budget

Sales material

E-detailing

Educationalmaterial

Online CME

Meetings

Webcasts

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What else is possible?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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Pharma

Publishers

Driving Doctors to connect……Driving Doctors to connect……

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Pharma

3rd party suppliers

PublishersPatients

Government

Driving Doctors to connect……Driving Doctors to connect……

1 e-only: an opportunity for publishers? aly bowman blackwell publishing ltd

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