ROI on Pharmaceutical Domain Names ( Why is it worthwhile to spend a fortune on premium domain names)

1. ROI on Pharmaceutical Domain Names(Why is it worthwhile to spend a fortune on premium domain names) November 2004 Dirk Krischenowski Global Marketing Manager Chiron Vaccines ROI on Pharmaceutical Domain Names

2. Are $100,000 worth to spend for disease.info? disease-net.org is much cheaper! Daily Situations - and Questions within Internet Marketing You are planning to set-up a website for a disease area Someone offers you a domain name for a five or six figures price Your competitors are already ranked high in search engines You have to demonstrate ROI on your web activities ROI on Pharmaceutical Domain Names

3. Learning from other Industries ROI on Pharmaceutical Domain Names

4. Compaq spent $220 million to acquire the original shopping.com web site Unbelievable Deals during the DotCom Bubble ROI on Pharmaceutical Domain Names

5. What happened with spectacularDomain Name Purchases? ROI on Pharmaceutical Domain Names

6. No. 1 business.com – sold for $7.5 M in 1999 ROI on Pharmaceutical Domain Names

7. No. 1 jobs.com – sold for $800.000 in 2002 ROI on Pharmaceutical Domain Names

8. wine.com – sold for $3.3 M in 1999 TodayNo. 2 at Google ROI on Pharmaceutical Domain Names

9. No. 1 drugs.com – sold for $823.000 in 2000 ROI on Pharmaceutical Domain Names

10. No. 3 gesundheit.de – sold for $600.000 in 2001 ROI on Pharmaceutical Domain Names

11. ROI on very high Investments What happened to the spectacular generic keyword domain name deals from recent years? • Top search engine rankings of the domain name • Thereby to a high number of visitors • Additionally they also count a significant type-in traffic • The top rankings today represent a multiple of the value, which has been originally paid by the purchaser ROI on Pharmaceutical Domain Names

12. A short Definition ROI on Pharmaceutical Domain Names

13. Definition of ‘Generic Keyword Domain Names‘ • TLD = top-level-domain (e.g. .com/.fr/.info) • Domain names = second-level term (e.g. diabetes) • Generic = no brands or artificial names • Keyword = term which is frequently searched Example: www.diabetes.com ROI on Pharmaceutical Domain Names

14. View on Pharmaceutical Market ROI on Pharmaceutical Domain Names

15. Top 10 Companies already secured some Assets ROI on Pharmaceutical Domain Names

16. No. 2 GSK owns some of the most valuabe Domain Names ... ROI on Pharmaceutical Domain Names

17. No. 1 ... and occupies the top Search Engine Rankings! ROI on Pharmaceutical Domain Names

18. No. 2 Generic Keyword Domain Names arealso successful in Germany ... ROI on Pharmaceutical Domain Names

19. No. 3 ... in Sweden ... in other Countries ... ROI on Pharmaceutical Domain Names

20. ... and at major Search Engines (top 20 Results) • Generic Keyword Domain Names are ranked top at all major search engines Note: diabetes.net/.org are no active websites, diabetes.info belongs to Pfizer/Netherlands ROI on Pharmaceutical Domain Names

21. Generic Keyword Domain Names A long list of diseases and conditions for which generic keyword domain name gained top search engine positions: acidreflux acne adhd aging aids allergy alzheimer anxiety apnea arthritis asthma atopic-dermatitis backpain bloodpressure breastcancer bronchitis cancer cellulitis colitis coloncancer copd cough cystic-fibrosis dementia depression dermatitis diabetes dialysis diarrhea diet eczema endometriosis epilepsy erectile-dysfunction fibromyalgia flu glaucoma gout hairloss headache heart heartattack heartburn heartfailure hepatitis herpes hiv hormones hypertension ibs impotence infertility influenza insomnia leukemia lungcancer lupus measles menopause migraine multiple-sclerosis neurosis obesity osteoporosis pain parkinson phobia pregnancy prostatecancer psoriasis rabies rheumatoid-arthritis schizophrenia sinusitis skincancer smoking sniff stroke therapy thyroid tinnitus vaccine vitamin weightloss ROI on Pharmaceutical Domain Names

22. Why are Generic Keyword Domain Namesso valuable? ROI on Pharmaceutical Domain Names

23. Search Engines love them because ... • there’s only a limited number of diabetes.xyz available (10 Generic TLDs like .com and 250 Country-Code TLDs like .ca/.de/.co.uk) • someone who owns one of the TLDs is likely to spend money for good content and marketing • they exactly reflect the keyword a user is searching for • due to their “easy to remember” character, keyword domain names are likely to be mentioned and listed as links on other websites. This enhances the link popularity (links from other websites recommending your website) ROI on Pharmaceutical Domain Names

24. Type-in ofURL by user Easy toremember fromadvertising Likelihood tobe linked (link popularity) Seach engine criterion High position insearch engines The Mechanisms behind Keyword Domain Names Domain name keyword.xy + valuablecontent ROI on Pharmaceutical Domain Names

25. General Advantages I Easy to communicate & understand • ideal for cross-media and integrated direct-to-consumer (DTC) and awareness campaigns • shortest possible description for the topic or disease • exactly stands for what it means and for what it is perceived by target audiences Remarkable & brand-like communication • easy to remember and pronounceable • allows a brand-like communication strategy (domain becomes brand) International and worldwide uniqueness • national and international audience • can be used worldwide (e.g. for physicians) ROI on Pharmaceutical Domain Names

26. General Advantages II Reliable • preferred as reliable source for information by users Competitive advantage • hardly to catch-up and beat advantage (only one diabetes.com!) • possibility to dominate a playing field • relative low marketing investments Everlasting & durable • very likely to be permanent in search engines even when not promoted • ideal for the long life cycle of pharmaceutical products ROI on Pharmaceutical Domain Names

27. Best Practice Examples ROI on Pharmaceutical Domain Names

28. Good Pharmaceutical Marketing Practice • Keyword - Generic website “www.heartburn.com” - Catches all the URL type-ins + catches a lot of users from search engines because of the keyword term and its likelihood to be ranked in top search engine positions • Slogan - Advertising slogan website “www.purple-pill.com” - Catches users which remember the slogan from a DTC advertising • Brand - Branded website “www.nexium.com” - Catches users which remember the brand from a DTC advertising ROI on Pharmaceutical Domain Names

29. Good Pharmaceutical Marketing Practice • Phrase - Some generic keyword phrases websites like “www.acidrefluxdisease.com” – they catch users with related conditions and those who name the disease in a different way • Misspelling - Wrong spellings of a brand name or disease are more frequent than someone may think. “www.nexum.com”, “www.heart-burn.com”, or “www.purpelpill.com” are domain names to be registered as well ROI on Pharmaceutical Domain Names

30. Calculation of ROI on Domain Names ROI on Pharmaceutical Domain Names

31. Click on keyword ad – 2,200 x per day (803,000 per year) Search results for ‘diabetes‘ Calculating ROI with Google AdWords ROI on Pharmaceutical Domain Names

32. ~2% conversion rate Requests110,000per day Clicks2,200per day Google searches for ‘diabetes‘ Search results for ‘diabetes‘ Click toSponsor Website 110,000 per day3,300,000 per month40.1 million per year* Reverse Calculation of Traffic * Google counts for ~50% of worldwide search engine requests ROI on Pharmaceutical Domain Names

33. Diabetes is Top, but Osteoporosis is not less interesting *Results from google.com, English language, worldwide, Google counts for about ~50% of all search request worldwide ROI on Pharmaceutical Domain Names

34. Potential Contacts 80 million search requests per year for ‚diabetes‘ • All of them recognise the top search results • And there‘s a very high likelihood that a top ranked keyword.com/net/info/org/... is clicked by the user ROI on Pharmaceutical Domain Names

35. Website investment ‘diabetes.us‘ Domain name $200,000 once Content $100,000 annual Webmarketing $100,000 annual Sum $400,000 first year Gained by top ranked domain 80 million potential contacts Some million visitors a year on your website How much is a contact worth to you? Simple ROI Calculation Example ROI on Pharmaceutical Domain Names

36. Chiron Vaccines in Italy - Example ROI on Pharmaceutical Domain Names

37. Awareness of Meningitis in Italy Starting point • Meningitis vaccination has to be paid privately in Italy • Limited number of meningitis websites • High market share of Chiron vaccine ROI on Pharmaceutical Domain Names

38. Actions taken • Buy in of meningite.it • Use of meningite.it in a cross-media awareness campaign ROI on Pharmaceutical Domain Names

39. Keyword-Ad No. 2 At search results Meningite.it at Google (after campaign) ~10.000 search requests monthly for ‘meningite‘ in Italy ROI on Pharmaceutical Domain Names

40. Domain Name and Rankings rule the Traffic ROI on Pharmaceutical Domain Names

41. Lessons learned • A generic keyword domain name is often an expensive investment but offers multiple communicational advantages when addressing customers online • A generic keyword domain name can increase the ROI of an disease awareness campaign dramatically • High search engine rankings • Top even without cross-media ROI on Pharmaceutical Domain Names

42. Resources www.sedo.com www.dnjournal.com/domainsales.com www.domainspiegel.de www.greatdomains.com www.afternic.com www.name5.net www.multireg.com/article494.html www.submerged-ideas.com/valuation/topdomainsales.htm www.ohlmer.de/domainreport.htm www.pool.com ROI on Pharmaceutical Domain Names

43. Pricing ROI on Pharmaceutical Domain Names

44. ... some more Prices ... ROI on Pharmaceutical Domain Names

45. … and the Story continues! ROI on Pharmaceutical Domain Names

46. Factors influencing the Price of Domain Names A generic keyword domain name is valuable when it … • exactly represents for what it stands for • reflects one of the top therapeutic areas/classes (billion $ sales) • can be used internationally • is short, clear and easy to remember • represents an expensive treatment area or chronic disease • reflects a theme attractive to media or is a taboo/sex theme • is an often searched keyword in search engines • is already mentioned as term in a lot of other domain names • is used as common gTLDs (.com) or ccTLDs (.ca) • already collects a lot of traffic by type-ins or as website ROI on Pharmaceutical Domain Names

47. Domain Name Values – The high End Source: Sedo.com, DNJournal.com, Domainspiegel.de and various press releases ROI on Pharmaceutical Domain Names

48. Sooner or later all top Domain Names are sold Generic keyword domain names have shown a tremendous impact on search engine rankings and the perception within pharmaceutical target groups For companies owning top generic keyword domain names they play a key role in pharmaceutical marketing efforts to reach customers/consumer online The upcoming years will show an ongoing trend towards the use of these domain names Even if a domain name seems to be expensive today, sooner or later a new company will appear and buy it for a new drug to launch ROI on Pharmaceutical Domain Names

49. Backup ROI on Pharmaceutical Domain Names

50. Owner Data available for top 200 Terms ROI on Pharmaceutical Domain Names