CONFIDENTIAL1 Search Engine Strategies Conference Search & Regulated Industries December 6, 2006

CONFIDENTIAL2 Agenda  Catalyst on-line  Paid Search Marketing  Organic Search Marketing

CONFIDENTIAL3 Catalyst on-line  Search Engine Marketing Agency  Based in Boston/Newton, MA  Industry Focused Experience  Almost a decade of healthcare SEO and SEM expertise  Pharma/Biotech/Medical equipment exclusivity  Familiarity with regulatory constraints means faster results  Trusted Partner  5+ years working with:

Paid Search Marketing

CONFIDENTIAL5 Google Paid Results “high cholesterol” high cholesterol

CONFIDENTIAL6 Google Paid Results “parkinson's disease treatment” parkinson's disease treatment

CONFIDENTIAL7 Google Paid Results “sleep disorder” sleep disorder

CONFIDENTIAL8 Paid Search Marketing  Fair balance act  Condition and drug name in text –Landing page important  Condition and vanity URL –Destination disappointment  Condition not mentioned in the text but buying the condition keyphrase –Landing page important  Paid text needs to go through regulatory committee  Corporate Policy needed

Organic Search Marketing

CONFIDENTIAL10 What are search engines looking for? Increasing Your Visibility Online Indexibility- Relevance- Authoritativeness- Good code Good content Good linking

CONFIDENTIAL11  Visible and non-visible content must be approved by marketing and regulatory teams: –meta and title tags, link text, directory submission, etc.  Changes to content/website is made infrequently –integration with website design, developers, and internal IT is critical to success Organic Search: Relevance - Content

CONFIDENTIAL12  Content recommendations  Content guidelines dictating content is written close to a sixth grade reading level –“Schizophrenia” not sixth grade reading  Misspellings –"multiple sclorosis” + “multiple schlerosis” + “multiple sclrosis" = 300,000 queries a year  Optimization for the popular keyphrases but incorrect circumstances: “high blood pressure symptoms” Organic Search: Relevance - Content

CONFIDENTIAL13 KEYPHRASEJUNE QUERIES Type 2 Diabetes 59,279 Type 2 Diabetes Symptoms10,436 Type Two Diabetes5,368 Type Two Diabetes Symptoms1,835 Source: Yahoo! How do Consumers Talk about Conditions/Drugs?

CONFIDENTIAL14 Organic Search: Authoritativeness & Linking  Value of linking properly in a highly regulated industry  US based sites for US approved drugs  Careful of making claims—linking from “cure” sites could be seen as false claims  All text links approved

CONFIDENTIAL15 Organic Search: Authoritativeness/Linking  Press Release policies have an impact on SEO  PR link to a product site not always permitted—reduces linking opportunities  The site the PR links to needs to be optimized  Better leverage corporate assets: unbranded sites, PR campaign sites, outside partners & organizations

CONFIDENTIAL16 Heather Frahm Thank you Please do not hesitate to contact Catalyst on-line:

CONFIDENTIAL vs Pharmaceutical SEO Analysis SEO Rankings Index Competitive SEO Rankings Report