Search & Regulated Industries

Apr 13, 2007 - 9:48 am 0 by

Anne Kennedy, Managing Partner, Beyond Ink is modding up this panel. The room is suspected to be fairly roomy this morning, due to it being the last day. And it seems pretty empty as they start the session.

Heather Frahm, co-founder, Catalyst online is up first. SEM in the pharma industry.

She explains how competitive this category is.

80% of american users searches for health information online. 66% begin at search engines and 27% go to health vertical search engines.

Those who use search engines are 2x more likely to view third party health sites and 3x more likely to view pharma sites.

Regulatory benefits is the control they have over paid search. Pfizer purchased "high cholesterol" and showed a Google ad for it. She shows more examples of these types of searches.

Best Practices Process: - Educate and involve regulatory team - Present and approve corporate policy via regulatory - Expedite regulatory review

Paid Search Best Practices: - Safety information on every web site page - Condition and brand in text/URL: one click away from safety info. Compliant and minimize destination disappointment - Do not bid on a competitor;s brand name or trademark terms

She then showed more examples. Use negative keyword phrases, this is standard ppc stuff.

Organic Search Marketing & Regulatory Issues: Best Practices: - Don't include competitors drug names in your tags - Visible and non visible content should be approved by marketing and regulatory teams - Present key-phrase research to your regulatory team - Guidelines dictating content is close to sixth grade reading level - Misspellings (spelling multiple sclerosis) - Popular keyphrases but incorrect circumstances (high blood pressure symptoms)

She then shows Botox's home page, and showed how they are cloaking it for Google. Showing one page to the user and one page to the search bot.

Authoritativeness - Linking Practices: - Text links approved by regulatory team - Links from US based sites for us approved drugs - Careful of making claims ("cures") - Stay away from bad neighborhoods - Integrate your PR efforts - Optimize your press releases - Link back to the branded site (but some don't like to do that)

Martin Murray, Chief Executive, Interactive Return is next up.

SEM for the drink industry....

There is a wide diversity of cultural acceptance of drinking world wide. Different countries and cultures accept no minimum drinking age. He shows the various laws across the world.

The Regulatory Bodies: - Century Council - Distilled Spirits Council of the United States - The European Forum for Responsible Drinking - The Portman Group

Guidelines: - Not have the alcoholic strength of the drink - Encourage immoderate consumption - Incorporate images of people under 25 years old - Suggest any association with anti-social behavior, illicit drugs, sexual success, social success, enhanced mental or physical capabilities

Google's Content Policy: Google won't allow ads for beer or hard alcohol (yes wine) as of Q4 2006. Now that has changed a bit, depending on the countries.

He shows examples of beer sponsored listings in the Google UK engine. In, he showed wine sponsored results.

Yahoo permits alcohol sponsored ads.

There are other concerns, for example if you go to a page on drinks, you need to enter your age in an age verification page, plus what country you are in. This can stop a bot from entering your site.

I have to step out for a bit, sorry....

Li, let me know if you want me to post your slides. Liana Evans, Search Marketing Manager, Commerce360


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