1 E-only: an opportunity for publishers? Aly Bowman Blackwell Publishing Ltd

2 Agenda Traditional “special sales” Physician Internet use today Opportunity or threat Pharma. budgets The drive to connect

3 “Special” sales today High demand from pharmaceutical industry for top quality material -Reprints -Supplements -Advertising -Sponsored subscriptions -Books

4 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

5 Physician online use today Reference based – online library -Journals -Clinical trial information Learning based – online courses -CME credits -Subject specific

6 Opportunity or threat?

7 Opportunity or threat Targeted advertising linked to subject and searches Print advertising spend shifts to online DTC

8 Advertising

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10 Opportunity 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

11 Reprints

12 Opportunity 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

13 Supplements

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15 Opportunity 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

16 Sponsored subs from FT

17 Sponsored subs

18 Opportunity 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

19 Books

20 Opportunity or threat?

21 The promotional budget

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23 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

25 The promotional budget

26 What else is possible? Support the patient physician relationship -Patient monitoring services -Disease management programmes -Facilitated patient/physician Mobile solutions -E-Prescribing -Educational material to PDA’s E-detailing

27 Pharma Publishers Driving Doctors to connect……

28 Pharma 3 rd party suppliers Publishers Patients Government Driving Doctors to connect……

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