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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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Opportunity or threatOpportunity or threat
Targeted advertising linked to subject and searches
Online articles and TPS links bring references and product claims to life
Print advertising spend shifts to online DTC
Demand for paper reprints declines as articles are downloaded from the web
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ReprintsReprints
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Opportunity or threatOpportunity or threat
Targeted advertising linked to subject and searches
Online articles and TPS links bring references and product claims to life
Webcasts and online symposia bring satellite meetings to a wider audience
Print advertising spend shifts to online DTC
Demand for paper reprints declines as articles are downloaded from the web
Demand for high speed publication damages supplement business
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SupplementsSupplements
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Opportunity or threatOpportunity or threat
Targeted advertising linked to subject and searches
Online articles and TPS links bring references and product claims to life
Webcasts and online symposia bring satellite meetings to a wider audience
Online journal subscriptions gives frequent promotional opportunities for sponsors
Print advertising spend shifts to online DTC
Demand for paper reprints declines as articles are downloaded from the web
Demand for high speed publication damages supplement business
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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Opportunity or threatOpportunity or threat
Targeted advertising linked to subject and searches
Online articles and TPS links bring references and product claims to life
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
Print advertising spend shifts to online DTC
Demand for paper reprints declines as articles are downloaded from the web
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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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……
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