1. Search Meets Legal Regulations Presented by Ward Tongen Senior Online Marketing Analyst August 8, 2006

2. FDA Warning Letter

3. Before (over-the-wall process) Create Content Edit Content Legal/Reg Review Publish Re-Publish Partial SEO Approval Titles and meta tags only Poorly optimized pages Re-approval sometimes required Poor search performance Expectations not met

4. After – (higher up the food chain) Copywriters trained on SEO techniques Become partners with copywriters SEO Checklists SEO Guidelines SEO plays part in edit/review cycle Knowledge transfer & increased awareness of SEO High search performance

5. PPC – The Approval Sandbox Inside the Sandbox – no review or approval required Ad URL (link web address) Bid amount (within pre-approved monthly budget) Variations of approved keyword or keyword phrase (plural, singular, misspellings, negative/excluded terms) Exact keyword match, broad match or advanced match Time of day to show ads Outside the Sandbox – review or approval required Campaign Monthly Budget New keywords, phrases New or altered ad copy New or altered landing page copy Target audience language & country

6. Blogging

7. Resources & Links Consumer-Directed Broadcast Advertising of Restricted Devices - www.fda.gov/cdrh/comp/guidance/ 1513.pdf www.fda.gov/cdrh/comp/guidance/ 1513.pdf Device Advice - www.fda.gov/cdrh/devadvice www.fda.gov/cdrh/devadvice FDA Warning Letter Database - www.accessdata.fda.gov/scripts/ wlcfm/searchwl_new.cfm www.accessdata.fda.gov/scripts/ wlcfm/searchwl_new.cfm