Through Manhattan Research’s new Digital Competitive Landscape offering, we analyzed five HCP product websites across the oncology space to create a digital competitive audit scorecard. Among the products tracked were: Avastin, Neulasta, Xtandi, Erbitux and Alimta.

1. Digital Competitive Landscape Scorecard:
Oncology
HCP Product Websites
Unauthorized use, redistribution and reproduction are strictly prohibited without express written permission from Manhattan Research, LLC
Copyright ©2014 Manhattan Research, LLC. All rights reserved.
1 LICENSED FOR INTERNAL USE ONLY

2. Research Methodology – Summary Scorecard
Category evaluation scorecard
Legend:
L = Low; M = Medium; H = High
Y = Yes; N = No
Color Discoverability* Usability Media & Content
For 2 client internal use only
Service &
Communication
The website scored:
L & L At least 3 N’s/L’s At least 3 N’s/L’s At least 3 N’s/L’s
H & L
M & L
M & M
Anything in
between L and H
Anything in
between L and H
Anything in
between L and H
H & H
H & M
At least 3 Y’s/H’s
At least 3 Y’s/H’s At least 3 Y’s/H’s
*Most websites reviewed had Y for paid search/display ads, so color was assigned based on the other two metrics
Source: Manhattan Research Digital Competitive Landscape Series

3. Digital Competitive Summary Scorecard
HCP Product Websites Discoverability Usability Media & Content
Service &
Communication
Avastin
(Genentech)
Neulasta
(Amgen)
Xtandi
(Astellas/Medivat
ion)
Erbitux (BMS/Eli
Lilly)
Alimta (Eli Lilly)
Source: Manhattan Research Digital Competitive Landscape Series
For 3 client internal use only

4. Research Methodology – Individual Website Scorecards
Category evaluation scorecard Discoverability Usability Media & Content Service & Communication
Share of segment visits
(Relative to competitors) : Share
of website visits out of sum of
total visits to all 10 websites.
L: 9%-15%; M: 15%-21%; H:
>21%
Source: SimilarWeb
Source: Manhattan Research Digital Competitive Landscape Series
For 4 client internal use only
Mobile optimized:
Websites adjusted for optimal
viewing on smartphones and
tablets.
Y/N
Video:
L: no video; M: some
videos; H: video library
Value-added support for HCPs:
Website offers 1 or more of:
sample ordering, formulary
information, connect with a rep,
integrated service program.
Y/N
Domain authority*:
Prediction of how a website will
perform in search engine
rankings based on 40+ signals.
L: <33/100; M: >33/100 and
<67/100; H: >67/100
Source: MOZ
Mobile speed:
Measures whether above-the-fold
content is delivered in
under one second on mobile
device.
Score awarded based on
Google’s scale of
red/yellow/green
Source: Google PageInsights
Interactive tools
Website features tools
that allows user to input
data and offers some
output.
Y/N
Value-added education/support
to offer patients:
L: none; M: some educational
materials; H: branded online
support program
Presence of paid search or
display ads **
Y/N
Source: SimilarWeb
Mobile user experience:
Measures page performance on
mobile device.
Source: Google PageInsights
Link to HCP app
Y/N
Customer service & rep access:
L: none; M: only 1
communication method; H:
more than 1 communication
method (phone, online etc.)
Desktop page performance:
Measures page performance on
desktop.
Source: Google PageInsights
Link to HCP social media
Y/N
Co-pay cards
Y/N
*Only features present on the HCP product website were included.

5. Category evaluation scorecard
Avastin-HCP.com
Discoverability Usability Media & Content
Service &
Communication
Share of segment visits
Relative to competitors
H
Mobile optimized
Y
Video
M
Value-added – support for
HCPs
Y
Domain authority
L
Mobile speed
L
Interactive tools
N
Value-added –
education/support to give
patients
H
Presence of paid
search/display ads
Y
Mobile user experience
M
Link to HCP app
N
Customer service & rep
Access
M
Desktop page performance
M
Link to HCP social media
N
Co-pay cards
Y
Digital Competitive Audit Scorecard
Source: Manhattan Research Digital Competitive Landscape Series
For 5 client internal use only

6. Category evaluation scorecard
NeulastaHCP.com
Discoverability Usability Media & Content
Service &
Communication
Share of segment visits
Relative to competitors
L/M
Mobile optimized
Y
Video
M
Value-added – support for
HCPs
Y
Domain authority
L
Mobile speed
L
Interactive tools
N
Value-added –
education/support to give
patients
M
Presence of paid
search/display ads
Y
Mobile user experience
H
Link to HCP app
N
Customer service & rep
Access
H
Desktop page performance
L
Link to HCP social media
N
Co-pay cards
Y
Digital Competitive Audit Scorecard
Source: Manhattan Research Digital Competitive Landscape Series
For 6 client internal use only

7. Category evaluation scorecard
XtandiHCP.com
Discoverability Usability Media & Content
Service &
Communication
Share of segment visits
Relative to competitors
H
Mobile optimized
Y
Video
M
Value-added – support for
HCPs
Y
Domain authority
L
Mobile speed
L
Interactive tools
N
Value-added –
education/support to give
patients
H
Presence of paid
search/display ads
Y
Mobile user experience
H
Link to HCP app
N
Customer service & rep
Access
H
Desktop page performance
L
Link to HCP social media
N
Co-pay cards
N
Digital Competitive Audit Scorecard
Source: Manhattan Research Digital Competitive Landscape Series
For 7 client internal use only

8. Category evaluation scorecard
ErbituxHCP.com
Discoverability Usability Media & Content
Service &
Communication
Share of segment visits
Relative to competitors
L
Mobile optimized
N
Video
L
Value-added – support for
HCPs
N
Domain authority
L
Mobile speed
L
Interactive tools
N
Value-added –
education/support to give
patients
H
Presence of paid
search/display ads
N
Mobile user experience
L
Link to HCP app
N
Customer service & rep
Access
M
Desktop page performance
L
Link to HCP social media
N
Co-pay cards
N
Digital Competitive Audit Scorecard
Source: Manhattan Research Digital Competitive Landscape Series
For 8 client internal use only

9. Category evaluation scorecard
AlimtaHCP.com
Discoverability Usability Media & Content
Service &
Communication
Share of segment visits
Relative to competitors
M
Mobile optimized
N
Video
M
Value-added – support for
HCPs
N
Domain authority
L
Mobile speed
L
Interactive tools
N
Value-added –
education/support to give
patients
M
Presence of paid
search/display ads
Y
Mobile user experience
M
Link to HCP app
N
Customer service & rep
Access
L
Desktop page performance
L
Link to HCP social media
N
Co-pay cards
N
Digital Competitive Audit Scorecard
Source: Manhattan Research Digital Competitive Landscape Series
For 9 client internal use only

10. Digital Competitive Landscape Scorecard:
Oncology
HCP Product Websites
Unauthorized use, redistribution and reproduction are strictly prohibited without express written permission from Manhattan Research, LLC
Copyright ©2014 Manhattan Research, LLC. All rights reserved.