As we do each quarter, we’ve just analyzed how well the top eleven pharmaceutical companies ranked in Q4 2008 on the Search Engine Results Pages of the major sites. We were curious to see if the current climate would be reflected in our results.

We applied basic search marketing analysis to brands that exist in the highly competitive and intensely regulated pharmaceutical industry.

We looked at the top five brands of each company (based on revenue) and searched for four keyphrases for each brand: “[indication]” and “[indication] treatment” and “[indication] medication” and “[indication] symptoms.”

Then we recorded each brand’s website rankings for each keyphrase on Google, Yahoo!, MSN and Ask. (You can see the complete process below). Their scores indicate whether a brand appeared on page 1, 2, 3 or lower when a searcher specifically looked for their indication.

Our goal with this quarterly analysis, as with most SEO campaigns, is to find out which pharmaceutical companies are claiming valuable marketing “real estate” and sustaining these high rankings over time. Our results, consistent with previous analyses, show a big gap in rankings between those at the top and those lower results. The economy hasn’t made a dent in their successful SEO.

Here are our results:

• The same three companies have kept their top scores since we began this analysis in January 2007: Novartis, Pfizer, and GlaxoSmithKline. But for the first time, this quarter Pfizer (1.27) has edged out Novartis (1. 20) for the #1 spot.
• Although it appears these three have mastered the art of producing superior SEO rankings, keep in mind that a perfect score is a 7.0. There is plenty of SEO opportunity even for the leaders.
• Pfizer leads with brands Lipitor, Lyrica and Viagra posting strong results, including nine results in the Top Five.
• Novartis has four out of five brands posting strong results on all search engines, including seven rankings in the Top Five. For some reason their breast cancer drug Femara is not ranking well.
• GSK (.71) is #3 with Advair, Avandia and Valtrex ranking well and five Top Five rankings.
• For the third quarter in a row Roche (.56) holds the #4 spot with one strong brand, Rituxan, that scores well to bump it into the top 4.
• Johnson & Johnson (.52) is only a few points behind at #5.
• AstraZeneca (.32) leaps into #6 this quarter with Sanofi Aventis (.26) close behind.
• Merck (.28) falls to #8 with only its cholesterol drug Vytorin ranking.
• Bristol-Myers Squibb (.17) is in position #9.
• Wyeth (.05) and Eli Lilly (.01) continue to trail, with virtually no web presence at all for their top five brands.

Methodology:

We developed the methodology below.

• Compiled data between January 5-9, 2009
• Examined top 5 brands produced by top 11 companies based on revenue from financial statements provided by each company
• Searched four keyphrases for each brand: “[indication]” and “[indication] treatment” and “[indication] medication” and “[indication] symptoms”
• Recorded each brand’s website rankings for each keyphrase on Google, Yahoo!, MSN and Ask
• Assigned each ranking a point value based on Search Ranking Score: Top 5 Ranking = 15 points; First Page Ranking = 10 points; Second Page Ranking = 3 points; Third Page Ranking = 1 point; Not Listed on First Three Pages = 0 points
• Identified each search engine’s market share based on HitWise November 2008 U.S. Search Engine Rankings
• Calculated each company’s index score using Index = (Search Ranking Score * Search Engine Market Share)/11
• A perfect score = 7.0

With this in mind, we’ve just completed our analysis of how well the top eleven pharmaceutical companies ranked in Q3 2008 on the Search Engine Results Pages of the major sites.

We looked at the top five brands of each company (based on revenue) and searched for four keyphrases for each brand: “[indication]” and “[indication] treatment” and “[indication] medication” and “[indication] symptoms.”

Then we recorded each brand’s website rankings for each keyphrase on Google, Yahoo!, MSN and Ask. (You can see the complete process below). Their scores indicate whether a brand appeared on page 1, 2, 3 or lower when a searcher specifically looked for their indication.

The top ranked companies continue to have a strong consistent presence online that is in sync with – and reaps the benefit of — their print, TV and other offline marketing campaigns.

Our results:
• The same three companies have kept their top scores since we began this analysis in January 2007: Novartis, Pfizer, and GlaxoSmithKline.
•    Novartis (1.42) continues to lead with four out of five brands posting strong results on all search engines, including eight rankings in the Top Five.
•    Pfizer (.98) is #2 with brands Lipitor, Lyrica and Viagra posting strong results, including seven Top Five rankings.
•    GSK (.72) is #3 with Advair, Avandia and Valtrex ranking well and five Top Five rankings.
•    For the second quarter in a row Roche (.45) holds the #4 spot with one strong brand, Rituxan, that scores well to bump it into the top 4.
•    Johnson & Johnson (.44) is only .01 points behind at #5.
•    Merck (.28) maintains its status at #6 with one brand’s results.
•    AstraZeneca (.26) is #7 this quarter.
•    Sanofi Aventis (.12) and Bristol-Myers Squibb (.12) are tied in position #8.
•    Eli Lilly (.04) has dropped to #10.
•    Wyeth (.00) continues to trail at #11, with no web presence at all for its top five brands.Methodology:
We developed the methodology below, using data gathered from the most recent publicly available financial information.

•    Compiled data between October 15 - 22, 2008
•    Determined the top 11 pharmaceutical companies based on revenue
•    Examined the top 5 brands based on revenue
•    Searched four keyphrases for each brand: “[indication]” and “[indication] treatment” and “[indication] medication” and “[indication] symptoms”
•    Recorded each brand’s website rankings for each keyphrase on Google, Yahoo!, MSN and Ask
•    Assigned each ranking a point value based on Search Ranking Score: Top 5 Ranking = 15 points; First Page Ranking = 10 points;  Second Page Ranking = 3 points; Third Page Ranking = 1 point; Not Listed on First Three Pages = 0 points
•    Identified each search engine’s market share based on HitWise September 2008 U.S. Search Engine Rankings
•    Calculated each company’s index score using Index = (Search Ranking Score * Search Engine Market Share)/11
•    A perfect score = 7.0

Engaging these motivated searchers at the top of the funnel is crucial for long-term brand recognition and, ultimately, revenue.

We wanted to find out who was successful, and who was not.

We’ve just completed our analysis of how well the top eleven pharmaceutical companies ranked in Q2 2008 on the Search Engine Results Pages of the major sites.

We looked at the top five brands of each company (based on revenue) and searched for four keyphrases for each brand: “[indication]” and “[indication] treatment” and “[indication] medication” and “[indication] symptoms.”

Then we recorded each brand’s website rankings for each keyphrase on Google, Yahoo!, MSN and Ask. (You can see the complete process below). This isn’t a popularity contest. Our results don’t reflect how many visitors each brand attracts, but what position these brands appear in when a searcher specifically looks for their indication.

Our results show that the top ranked companies are reaping the rewards of their investment in organic search. They’ve recognized the value for these brands of having a vital, consistent Web presence that reinforces their significant offline marketing.

Our results:

• The same three companies have kept their top scores since we began this analysis in January 2007: Novartis, Pfizer, and GlaxoSmithKline. But this quarter, for the first time, JNJ dropped out of the top four, swapping places with Roche at #6.
• Novartis continues to lead the rankings with four out of five brands posting strong results on all search engines. Although it has the high score (1.39) there is room for improvement to reach the best-case scenario (7).
• Pfizer (.93) is second with brands Lipitor, Lyrica and Viagra posting strong results.
• GSK (.72) is third with Advair, Avandia and Valtrex seeing good rankings.
• Roche (.58) has one strong brand, Rituxan, that scores well to bump it into the top 4.
• Merck (.36) maintains its status at #5 with one brand’s results.
• J&J (.32) has slipped to #6 with Topamax’s rankings.
• AstraZeneca (.22) has jumped from #10 and #7 this quarter and is tied with Bristol-Myers.
• Sanofi Aventis (.17) and Eli-Lilly (.09) both dropped slightly to places #9 and #10.
• Wyeth (.02) continues to trail at #11, with almost no web presence at all for its top five brands. Only one of its top 5 brands appeared on the results pages, and that was with a third page position.

Methodology:
We developed the methodology below, using data gathered from the most recent publicly available financial information.

• Compiled data between July 1 - 30, 2008
• Determined the top 11 pharmaceutical companies based on revenue
• Examined the top 5 brands based on revenue
• Searched four keyphrases for each brand: “[indication]” and “[indication] treatment” and “[indication] medication” and “[indication] symptoms”
• Recorded each brand’s website rankings for each keyphrase on Google, Yahoo!, MSN and Ask
• Assigned each ranking a point value based on Search Ranking Score: Top 5 Ranking = 15 points;?First Page Ranking = 10?points; Second Page Ranking = 3?points; Third Page Ranking = 1?point; Not Listed on First Three Pages = 0 points
• Identified each search engine’s market share based on comScore June 2008 U.S. Search Engine Rankings
• Calculated each company’s index score using Index = (Search Ranking Score * Search Engine Market Share)/11
• A perfect score = 7.0

With more consumers going online for healthcare information, and millions of dollars in R&D at stake, it is critical that pharmaceutical companies take the necessary steps to ensure that health information seekers can find their brands online. We wanted to find out who was successful, and who was not.

Last year, we began a methodical analysis (see the process below) of how well the top five brands of the top eleven companies were ranking on Google, Yahoo!, MSN and Ask. Some of these were Catalyst clients, and some were not, and the same is true today. In 2008 we continue to measure how well these pharma companies are doing in the race for the top positions.

Our results:

• The same four companies have kept their top scores since we began this analysis in January 2007: Novartis, Pfizer, GSK, and J&J.
• Novartis continues to lead the rankings with four out of five brands posting strong results on all search engines. Although it has the high score (1.72), there is room for improvement to reach the best-case scenario (7).
• Pfizer (1.02) is second with brands Lipitor, Lyrica and Viagra posting strong results.
• GSK (.89) is third with Advair and Avandia seeing good rankings.
• J&J (.62) has one strong brand, Topamax, that scores well to keep it in the top 4.
• The top three companies continue to break away from the pack with improved scores, while Johnson & Johnson (#4) dropped slightly.
• Merck wins most improved player award. After a year in 10^th place, the company has jumped from #10 to #5 on the strength of one brand’s results.
• Sanofi Aventis (#7) had the exact same score as Q4 ‘07.
• BMS and AstraZeneca improved slightly.
• Eli-Lilly dropped slightly.
• Wyeth continues to trail at #11, with almost no web presence at all for its top five brands. Only one of its top 5 brands appeared on the results pages, and that was with a third page position.

Observations:

The top five companies are investing in organic search and clearly the investment is paying off. It is not by chance they are at the top. They have clearly made a commitment to “closing the loop’ by having a strong online presence that mirrors their offline efforts. This long term marketing strategy will continue to serve them well as they capitalize on consumer interest generated by DTC campaigns.

Methodology:

We developed the methodology below, using data gathered from the most recent publicly available financial information.

· Compiled data between April 1 - 30, 2008

· Determined the top 11 pharmaceutical companies based on revenue

· Examined the top 5 brands based on revenue

· Searched four keyphrases for each brand: “[indication]” and “[indication] treatment” and “[indication] medication” and “[indication] symptoms”

· Recorded each brand’s website rankings for each keyphrase on Google, Yahoo!, MSN and Ask

· Assigned each ranking a point value based on Search Ranking Score: Top 5 Ranking = 15 points;?First Page Ranking = 10?points; Second Page Ranking = 3?points; Third Page Ranking = 1?point; Not Listed on First Three Pages = 0 points

· Identified each search engine’s market share based on comScore March 2008 U.S. Search Engine Rankings

· Calculated each company’s index score using Index = (Search Ranking Score * Search Engine Market Share)/11

· A perfect score = 7.0

As a reminder, Catalyst (that’s us) is a search marketing agency with pharmaceutical clients. You can find more about What We Do and who Our Clients are by reviewing our website. Some of the companies covered in this analysis report are clients of ours and some are not.

We do this analysis because it’s interesting to us. We hope it is interesting to you too. We’re applying basic search marketing analysis to brands that exist in the highly competitive and intensely regulated pharmaceutical industry. If you follow our methodology you just may come up with the exact same results. Then again, because it’s SEO and we’re dealing with the dynamics of search engines, you may produce different results. Welcome to our world. Our goal with this quarterly analysis, as with most SEO campaigns, is to measure which pharma companies obtain valuable marketing real estate and then sustain those rankings over an extended period of time. Here are our Q3-2007 results.

Happy Holidays!

As a reminder, Catalyst (that’s us) is a search marketing agency with pharmaceutical clients. You can find more about What We Do and who Our Clients are by reviewing our website. Several of the companies covered in this analysis report are clients of ours. Several are not. Sometimes one or more of the company’s top five revenue producing brands (see methodology at end of post) included in determining the company’s overall SEO rank are or have been clients of ours. Sometimes none of the top five brands are clients of ours. You get the idea.

We do this analysis because it’s interesting to us. We hope it is interesting to you too. We’re applying basic search marketing analysis to brands that exist in the highly competitive and intensely regulated pharmaceutical industry. If you follow our methodology you just may come up with the exact same results. Then again, because its’s SEO and we’re dealing with the dynamics of search engines, you may produce different results. Welcome to our world. Our goal with this quarterly analysis, as with most SEO campaigns, is to measure which pharma companies obtain valuable marketing real estate and then sustain those rankings over an extended period of time. Here are our Q2-2007 results.

Catalyst Observations:

• Although it appears Novartis is producing superior SEO rankings, keep in mind that a perfect score is a 6.0. There is plenty of SEO opportunity for even the leaders.
• As Boehinger Ingelhem (BI), as a company, exceeded growth expectations, as did its Q2 SEO rankings. BI experienced the greatest leap in SEO rankings from Q1. It will be interesting to see if they will maintain the progress over the next few quarters. From a search perspective it appears they are investing in brands like Flomax to lead their search marketing charge.
• BMS experienced an SEO rankings bump primarily due to their top producing schizophrenia drug, Abilify. We’ll keep an eye on BMS brands to see if they continue progress across the board in their SEO strategy.
• There has been some industry buzz about AstraZeneca refocusing advertising and marketing budgets to the online world. With popular drugs like Nexium and Crestor nearly non-existent from an SEO perspective, we’re glad that they at least acknowledge the internet.
• As for Merck and Wyeth, we just don’t know. Anybody??

As always, please share you comments and observations. We’ll always respond to your questions, concerns and inquiries.

Methodology:
Using the simple, yet time consuming methodology below, gleaned from the most recent publicly available financial information, you too could produce similar results.

1. Data compiled between April 1 and June 30, 2007
2. Examined top 5 brands based on revenue from most recent financial statements provided by each company
3. Searched 4 keyphrases for each brand:”[indication]” and “[indication] treatment” and “[indication] medication” and “[indication] symptoms”
4. Recorded brand’s website rankings per each keyphrase on Google, Yahoo!, MSN and Ask and scored by defined Search Ranking Score (below)
5. Applied the formula Index = (search ranking score*search engine market share)/11
6. A perfect score = 6.0

Search Ranking Score:
Top 5 Rankings = 15
First Page Ranking = 10
Second Page Ranking = 3
Third Page Ranking = 1
Not Listed on First Three Pages = 0

Rather than belabor the point, let’s get to the rankings. You will find the methodology at the very end of this posting, and I’m looking to hear from people on what they think the numbers say, suggestions for next quarter, and more!

Methodology:

1. Data compiled between January 1 and March 31, 2007
2. Examined top 5 brands from top pharmaceutical companies based on 2006 revenue sales reported by company financial statements
3. Searched 4 keyphrases for each brand:”[indication]” and “[indication] treatment” and “[indication] medication” and “[indication] symptoms”
4. Recorded brand’s website rankings and scored by defined Index (below)

Index:
Index = (search ranking value*search market share)/11

Index Scoring System
Top 5 Rankings = 15
First Page Ranking = 10
Second Page Ranking = 3
Third Page Ranking = 1
Not Listed on First Three Pages = 0

[Update: It has come to our attention that there may be a little confusion regarding our Pharma SEO Analysis, and we’d like to address it here. Catalyst (that’s us) is a Healthcare Search Marketing agency with Pharmaceutical clients. You can find more about What We Do and who Our Clients are by reviewing our website. Using the simple methodology above, which was gleaned from publicly available financial information, anyone could arrive at these same results. Please continue to provide us with your comments and feedback. We’ll always respond to your questions, concerns and inquiries. ]