The index was created by think tank L2 in partnership with media agency PHD Network. They evaluated pharmaceutical brands’ digital presence across four criteria: Platform (40 percent, including site effectiveness and brand translation); Off-Platform Messaging (25 percent, covering digital marketing efforts such as online and mobile advertising); Search Engine Optimization (20 percent, based on visibility on top search engines); and Social Media (15 percent, defined by presence on popular 2.0 platforms). Each brand was scored against more than one hundred qualitative and quantitative data points, and assigned a Digital IQ ranking of Genius, Gifted, Average, Challenged or Feeble (see press release).
The top ten brands on the index are (ta da!):
- Viagra (Pfizer)
- Nexium (AstraZeneca)
- Chantix (Pfizer)
- Ortho Tri-Cyclen Lo (Ortho-McNeil Janssen)
- Crestor (AstraZeneca)
- Tie between Gardasil (Merck) and Yaz (Bayer)
- Tie between Symbicort (AstraZeneca) and NuvaRing (Merck)
- Lunesta (Sepracor)
How can that be?
The simplest answer is "brand silos." In an interview yesterday, L2 founder and NYU marketing professor Scott Galloway told me that drug companies are "highly siloed by brand. There's almost no sharing of best practices or competencies within the organization." I hope he's just talking about digital marketing! Which is bad enough.
The longer the bar in the chart above, the more "digitally siloed" is the company. AstraZeneca, it appears is not merely a digital powerhouse, it is also a siloed house!