Tracking Healthcare Consumption Online

Social Media in Healthcare and Wellness Conference

Presented by:
Laura Martin-Aguirre, Country Manager

© comScore, Inc. Proprietary and Confidential. 1


October 21st , 2009
 About comScore

§ comScore uses a platform 360 ° View of Consumer Behavior

that helps its customers
make better - informed
business decisions and Web Visiting
implement more effective
digital business and Viewing
strategies
Demographics Online
§ comScore measures the Life Stages Transactions
continuous online
activity of 2 million
people globally who have
granted explicit
permission to
confidentially measure
their Internet usage
patterns Streaming Search
Video Behavior
§ comScore ’ s products and
solutions provide its
customers deep insights Media
Exposure
into consumer behavior ,
both online and offline

© comScore, Inc. Proprietary and Confidential. 2

Agenda

§ The State of Healthcare Online

§
§ Case Study: Healthcare Campaign in Social Media
§
§ Summary

© comScore, Inc. Proprietary and Confidential. 3

Over 250m Users Globally Visit Health Sites Per Month

© comScore, Inc. Proprietary and Confidential. 4 

Source: comScore Media Metrix (Aug 2009)
Europe Shows Considerable Growth Over Last 15 Months

2% Jun ‘08 – Aug ‘09 Growth

81%

28%

16%

85%

© comScore, Inc. Proprietary and Confidential. 5 

Source: comScore Media Metrix (Aug 2009)
Spain Shows Considerable Growth Over Last 15 Months (+230%)

131%

Jun ‘08 – Aug ‘09 Growth

163%

49%

12%

230%

© comScore, Inc. Proprietary and Confidential. 6 

Source: comScore Media Metrix (Aug 2009)
Online Health Sites Have Highest Penetration In US

© comScore, Inc. Proprietary and Confidential. 7 

Source: comScore Media Metrix (Aug 2009)
Spanish Healthcare Visitors Peaks After Global
Swine Flu Outbreak

© comScore, Inc. Proprietary and Confidential. 8 

Source: comScore Media Metrix (Aug 2009)
Demographic profile by age

© comScore, Inc. Proprietary and Confidential. 9 

Source: comScore Media Metrix (Aug 2009)
Demographic profile by age and gender (males)

© comScore, Inc. Proprietary and Confidential. 10 

Source: comScore Media Metrix (Aug 2009)
Demographic profile by age and gender (females)

© comScore, Inc. Proprietary and Confidential. 11 

Source: comScore Media Metrix (Aug 2009)
Global Online Healthcare Market – Top Sites

Site Item Total Unique Visitors % Reach Total Pages Viewed Average Minutes per
Ranking (000) (MM) Visit
Total Internet 1,165,194 100.0 2,487,712 25.6

Health 251,578 21.6 5,456 4.1

1 Everyday Health 33,070 2.8 316 3.5

2 WebMD Health 23,383 2.0 235 6.2

3 39.NET 13,901 1.2 103 2.6

4 About.com Health 13,625 1.2 75 2.6

5 Yahoo! Health 11,023 0.9 30 1.9

6 MSN Health 8,931 0.8 69 2.9

7 Healthline Networks 8,107 0.7 37 3.2

8 AOL Health 7,169 0.6 64 2.5

9 Rodale, Inc. 6,571 0.6 100 3.8

10 The HealthCentral Network 6,330 0.5 17 1.7

© comScore, Inc. Proprietary and Confidential. 12 

Source: comScore Media Metrix (Aug 2009)
Spanish Online Healthcare Market – Top Sites

Site Item Total Unique Visitors % Reach Total Pages Viewed Average Minutes per
Ranking (000) (MM) Visit
Total Internet 19,529 100.0 42,124 25.5

Health 3,270 16.7 32.7 2.6

1 TUOTROMEDICO.COM 220 1.1 0.4 1.6

2 FITNESS.COM 213 1.1 2.6 1.9

3 VADEMECUM.ES 203 1.0 1.5 2.7

4 DOCTORALIA.ES 169 0.9 0.8 1.6

5 SANITAS.ES 140 0.7 1.2 3.6

6 PULEVASALUD.COM 136 0.7 0.3 1.7

7 PORTALESMEDICOS.COM 123 0.6 0.5 1.2

8 HISPAGIMNASIOS.COM 113 0.6 0.3 1.9

9 FAMILYDOCTOR.ORG 110 0.6 0.2 1.4

10 DIAGNOSTICOMEDICO.ES 103 0.5 0.3 1.0

© comScore, Inc. Proprietary and Confidential. 13 

Source: comScore Media Metrix (Aug 2009)
How Conversational Media Users Interact With Online
Health Content In Spain

BASE HEALTH

Site Item Target Audience % Vertical Target Audience % Vertical Index

Ranking (000) (000)
Total Internet 19,529 100.0 3,270 16.7 100

Conversational Media 14,826 75.9

1 Blogger 8,481 43.4 2,388 28.2 168

2 FACEBOOK.COM 8,262 42.3 2,059 24.9 149

3 TUENTI.COM 6,825 34.9 1,210 17.7 106

4 WordPress 4,772 24.4 1,543 32.3 193

5 Windows Live Profile 4,605 23.6 1,179 25.6 153

6 FOTOLOG.COM 2,247 11.5 610 27.2 162

7 Windows Live Spaces 1,586 8.1 525 33.1 198

8 MySpace Sites 1,499 7.7 440 29.3 175

9 BADOO.COM 1,473 7.5 321 21.8 130

10 WAMBA.COM 1,321 6.8 452 34.2 204

© comScore, Inc. Proprietary and Confidential. 14 

Source: comScore Media Metrix (Aug 2009)
Agenda

§ The State of Healthcare Online

§
§ Case Study: Healthcare Campaign in Social Media
§
§ Summary

© comScore, Inc. Proprietary and Confidential. 15

Proving Social Media Advertising Works For Health Brands

Leading Personal Care Brand –

MySpace Moving Product
Off the Shelves

A Case Study

© comScore, Inc. Proprietary and Confidential. 16

MySpace Campaign and Study Objectives

MySpace Campaign Objectives Study Objectives

• •
•Introduce the Personal Care •Measure the impact of the
Brand to consumers of various Personal Care Brand MySpace
ages across MySpace campaign both online and
•Create an experience that allows offline
Personal Care Brand consumers –Brand Awareness,
to interact with the brand in a Perceptions – Internal
fun, unique, way Study
•Raise awareness around the new –Offline purchase
product behavior –
comScore/dunnhumby
match panel
–Visitation to MySpace ad
community pages,
advertiser site, and sites
in the advertisers’
category – comScore
panel

© comScore, Inc. Proprietary and Confidential. 17

Methodology: Observing Ad Exposure and Online Behaviors in the
comScore Panel

What is the difference in online behaviors of those exposed vs.

not exposed to the Advertiser’s Campaign?

Exposed to Unexposed to Ads

Campaign Ad (Control Group)
(Test Group)

Campaign Dates: March 17th – June 1st , 2008

Post Campaign Period: June 2nd - July 1st , 2008

Source: comScore dunnhumby ROI Modeling Study for Personal Care Brand, September 2008,
U.S. only

© comScore, Inc. Proprietary and Confidential. 18

Personal Care Brand Campaign Results on MySpace

Of the 76.9MM exposed to the Personal Care Brand campaign on



MySpace over a three month period,

over half were exposed 1-4 times

Campaign Dates: March 17, 2008 – June 1, 2008

Post Campaign Period: Through July 1, 2008
Source: comScore dunnhumby ROI Modeling Study for Personal Care Brand, September 2008,
U.S. only

© comScore, Inc. Proprietary and Confidential. 19

Campaign Reached a Younger
Mass Audience

§ Personal Care Brand campaign reached young mainstream shoppers

§ People exposed to the campaign are 22% more likely to visit and spend 106% more time
on social networking sites than the average internet user

Based on MySpace households

Source: ComScore Dunnhumby ROI Modeling Study for Personal Care Brand, September 2008,
© comScore, Inc. Proprietary and Confidential. 20
U.S. only
Brand Metrics Increased Significantly Following MySpace Campaign:
Results of Consumer Surveys

Measure Pre vs. % Pre vs. %

Campaign Lift* Post Lift *
Parent Brand Awareness 11 % ^ 9%^
( Unaided )
Sub - brand Awareness ( Aided ) 24 % 13 %
Very Favorable Opinion of --- 11 %
Personal Care Brand ( Sub -
brand
Usage ) of Personal Care Brand 91 % 117 %
( Sub - brand )
Intent to Purchase Sub - brand 18 % ---
Lift significant at 90%
significance level
Directional Lift not
significant
** lift not large enough to be statistically
reliable
Q: When thinking about [specific category], what brands come to mind?
--- Unchanged
* lift over pre-period
^ Significantly higher than comScore brand-lift norms of 3.3%
Source: MySpace Internal. Consumer Insights - Research and Strategy Solutions (June 2008) US Only

© comScore, Inc. Proprietary and Confidential. 21

ROI = 28% Return Above the Total Campaign Spend

Spend = $1MM; Net return = $280,000;



Plus: increased customer life time value

Incremental value to
Parent Brand among
those exposed to the
campaign, was
$.05 per HH

Total additional sales

among those exposed
25.6MM * $.05

Lift in Sales/HH
Sales/HH = (Total Brand sales/Total Exposed
MySpace HHs)
© comScore, – (Total
Inc. Proprietary Brand sales/Total
and Confidential. 22 Control HHs)
*ROI Calculation for sub-brand based on directional impacts, not Statistically significant
Agenda

§ The State of Healthcare Online

§
§ Case Study: Healthcare Campaign in Social Media
§
§ Summary

© comScore, Inc. Proprietary and Confidential. 23

Summary

§ Healthcare content consumption online is growing globally, with 28% more

unique visitors in Europe now than 15 months ago
§
§ Healthcare organisations are already using social media for display
advertising, with almost 700m impressions delivered on these sites in
the US in July alone
§
§ The case study demonstrates the power of advertising on social media
sites for influencing consumer purchasing patterns

© comScore, Inc. Proprietary and Confidential. 24

 Thank You


Laura Martin-Aguirre
Country Manager

lmartinaguirre@comscore.com

© comScore, Inc. Proprietary and Confidential. 25