Engagement Beyond Impressions…

Digital Strategies for Relationship Development with

Healthcare Professionals

December 2010
What is
ModernMedicine?

ModernMedicine is an
information network
exclusively for health
professionals in support of
their efforts to optimize
patient care, effect better
practice management and
enhance their own
professional development
 The ModernMedicine platform hosts the
Advanstar Healthcare Editorial Brands online; allowing
both brand-specific and cross brand access.
Advanstar Healthcare Brands are brought together with other best-in-
class content and tools, and credible and trusted key opinion leaders
to create a dynamic web community for health professionals.
 ModernMedicine
Network

Physicians Update Topical Publication Special Editorial Tools IN-SITE

Physicians Focus Newsletters Channels Programs Information
Satellites
ModernMedicine by the Numbers

SITE TRAFFIC REGISTRATIONS

• 750,000+ page views a month • 250,000 registered members…
• 250,000+ unique visitors a month – 102,000+ physicians (90% US
– Physician unique visits up 20% in 2010 validated)

• 43% physician visitors – 19,000 nurse practitioners and

(Avg.130,000+ constituting physician assistants
70% of page views) – 29,000 pharmacists
• Physicians average 10-12 minutes – 34,000 nurses
and 4-6 pages viewed per visit
– 18,000 office managers and
• Tools and services (Coding, Adherence, administrators
Reimbursement) generate more
• New physicians register
consistent traffic than text articles
every month
Source: Advanstar/DMD/Omniture proprietary data
Select Data: Physicians on ModernMedicine
ModernMedicine Average
Modern Medicine
SPECIALTY REGISTRANTS Monthly
TOTAL EMAIL ACCESS
(% of universe) VISITS
ALL Physicians 650,000 (75%) 101,025 (12.0%) 149,798
Primary Care * 227,554 (79%) 35,111 (14.8%) 35,507
OB/GYN ** 35,116 (78%) 14,456 (32.6%) 25,542
Pediatrics 59,815 (75%) 20,791 (26.5%) 25,868
Ophthalmology 13,993 (74%) 6,165 (32.6%) 10,139
Dermatology 8,771 (70%) 3,681 (31.7%) 5,800
Urology 8,517 (79%) 4,056 (38.2%) 5,368
Cardiology 24,132 (84%) 2,465 (10.7%) 3,832
Psychiatry 37,107 (75%) 2,000 (4.9%) 2,789
Plastic/Cosm Surgery 6,392 (87%) 1,001 11.9%) 2,112
Neurology 15,116 (89%) 1,205 (6.0%) 2,241
Gastroenterology 11,327 (83%) 870 (6.5%) 1,400
Oncology 12,472 (86%) 639 (4.4%) 1,397

SOURCE: Omniture and Audience Survey NOTE:* - FM, FP, GER, GP, IM / ** - OB, GYN, OB/GYN
 Our Offering
TACTIC OFFERING DETAIL PRICES

CPM impressions:
Banners targeted by Editorial Brand or
Targeted Banners audience demographic
$95-$220 (depending on
audience metrics)
Web Advertising
Distributed banners in unbranded high- CPM impressions: $65
Run-of-Site Banners traffic areas

Flat rate per scheduled

eNewsletter Advertising Publication branded eNewsletters delivery; cost per
publication
Email Products
CPM addresses: $450;
eMail Blasts Rental of email address lists
plus set up fees
Advertising on daily content from major Scope based (text, audio,
Show Dailies medical meetings video options)
Special Persistent advertising on clinical and
Advertising Tools practice management tools
Flat rate monthly

Opportunities Clinical Reference Persistent advertising on 12 specialty-

Flat rate monthly
Manuals specific handbooks

Co-branded educational and

Custom Content promotional content development
Scope based

Custom Media Delivery and/or promotion of client $30,000 - $100,000

Content Distribution content or custom programs to the depending on audience
ModernMedicine audience and scope of program

Promotion and traffic driving to outside $2500 per program (no

CME Promotion CME and CE programs audience guarantee)
ModernMedicine Freestanding Media Plans
Area Targeted and Run-of-Site Advertising ($95-$220 CPM)

Editorial-branded content area and audience demographic targeted is available

across multiple primary care and specialty audiences.

Run-of-Site Advertising ($65 CPM)

Run-of-site inventory is distributed throughout high-traffic features (such as practice

management and patient care tools) that cannot be reached with targeting.

eNewsletter Banner Advertising

eNewsletters provide up-to-date topics, articles and other
industry-specific content with high level interest to readers
• Banner or skyscraper positions available
Section 2 of 4: Engaging Healthcare Professionals on ModernMedicine

Special Advertising Program:

Meetings in MinutesTM
in partnership withTheDoctorsChannel.com

Advertise on both email and web

pages delivering daily video
reports directly from major
medical meetings, presented on
ModernMedicine and The
Doctor‟s Channel Websites;
additional videos „extend the
meeting‟ for weeks after the
actual event; one month
program
Section 2 of 4: Engaging Healthcare Professionals on ModernMedicine

Special Advertising Program:

Interactive Tools

Big Box Wayfinding is persistent

on appropriate interactive tools,
including patient care and
business of medicine resources
such as the Derm Diagnosis
Counselor, Medication
Adherence Predictor, Coding
Counselor and Reimbursement
Analyzer
Special Advertising Program:
Clinical Handbooks
(in partnership with Castle Connolly Graduate Medical Publishing)

Persistent big box and

leaderboard presence on
full text of fully interactive
multi-chapter clinical
handbooks in 13 key
specialty areas, written and
edited by nationally known
key opinion leaders.
Custom Media Development
• Advanstar Editorial Brands can work with you to design,
develop and create co-branded educational and
promotional content, including but not limited to
– Monographs
– Articles
– Clinical Tools
– Forms
– Video
– Audio
– Web seminars
– Value-added programming
• Advanstar Healthcare Custom Media teams work with you
to define program objectives and create content and
information resources aligned with your business objectives
for HCP knowledge, attitude, behavioral change
Custom Media Distribution

• For distribution of custom or client content across

all Advanstar Editorial Brands, ModernMedicine
has developed our IN-SITE Information Satellite
product, a landing page and series of internal web
pages hosted and “findable” on the Network and
accessible through a modernmedicine.com
subdomain
• An IN-SITE creates an opportunity for clients to
establish a persistent presence for their existing
content and digital assets, establishing your
branded, unbranded or educational programs as a
reliable “on-demand” presence and persistent
information resource on our vibrant web community
• ModernMedicine can support your audience
engagement objectives with recommendations for
custom content assets for your IN-SITE.
How IN-SITESTM Work
A Sense of Place
IN-SITE™ Information Satellites are fully
integrated into the content portfolio and presented
in a trusted editorial environment.
Objective-based
IN-SITEs are designed around client business,
communication or engagement objectives
Support for “Discovery”
Media program help the community discover and
connect with your message.
Seamless Audience Experience
IN-SITEsalign with the ModernMedicine User
Experience Framework and incorporate client
brand standards.
Leverage Existing Assets
An IN-SITE can be created by repurposing and
leveraging your existing digital assets or through
new program development
Content Distribution: Overview
ModernMedicine IN-SITE: Xalatan
ModernMedicine.com/xalatan
Section 2 of 5: Engaging Healthcare Professionals on ModernMedicine

Program Optimization

• The dynamic nature of Internet communication allows for the

strategic use of metrics to shape and optimize programs in real-time
• ModernMedicine leverages this capability into an “evidence-based”
approach to help you achieve the knowledge, attitude or behavioral
objectives for your programs
• Demographic and psychographic profiles are used to segment
messaging and call-to-action; interim benchmarking of advertising
and other promotional tactics are leveraged for continuous quality
improvement
Reporting & High-Value Tasks
Monthly IN-SITE reports include
standard metrics (page views, visits,
time on page) as well as reporting
and analysis of high-value tasks
defined by program objectives &
utilization of digital assets

Executive Summary:
- Landing page maintains high engagement with 234 clicks to request cards,
print cards, watch video or request sample (39% conversion rate )
- Featured search listing launched in late November and shows a CTR of
15% against 65 impressions (based on highly targeted terms)
- Banner ads have shown improvement in December and new creative
should continue that trend
- CTR on banner ads has dropped and appears to be leveling out around
.20% -- developing new creative to help improve this CTR
- New content alert ads are holding steady at .23% CTR

Optimization Suggestions:
- Move budget from additional eBlasts to more effective tactics
- Test multiple creative on all current site based banner ads to lift CTR
(Channels, ROS, Content based email alerts)
Contact us for recommendations as to how ModernMedicine and the
Advanstar Editorial Brands can support your marketing and
communications objectives with healthcare professionals.

Thank You

Don Berman
Director, Business Development
dberman@modernmedicine.com
212.951.6745

Lisa Staples
Manager, Account Services
lstaples@modernmedicine.com
212.951.6782