Ditropan XL Web site has highest success rate of all conditions and Web sites studied

West Conshohocken, Pa., June 6, 2006 – A recent competitive intelligence study conducted by Keynote^® Systems—a leader in services that improve online business performance and communications technologies—detailed consumers’ experiences while researching medical conditions and leading prescription drugs online. The study determined which sites and online features are most effective at driving patients to their doctors to discuss medications. Cadient Group, the premiere strategic interactive marketing agency serving the healthcare industry, developed Ortho-McNeil’s Ditropan XL Web site—which received the highest success rate across all conditions and Web sites studied.

The Keynote Best Practices Study of Pharmaceutical Web Sites, examined the online experience of 2,000 consumers and their interaction with 20 leading prescription drug Web sites. It measured more than 100 metrics for each site and captured both consumer attitudes and behaviors to determine which sites are most effective at driving patients to action, particularly to talk to their doctors about branded medications and/or request a prescription.

“Our strategy for the DitropanXL site was centered on removing the stigma of overactive bladder through education and empowering women to seek help from a healthcare professional. The results of the Keynote study illustrate that when developed strategically, interactive solutions are highly successful vehicles for driving consumer action,” said Stephen Wray, president and CEO, Cadient Group. “At Cadient, we believe that Web sites are most effective when they are an integral component of a broader marketing strategy. The site’s high rating is a direct result of Ortho-McNeil’s recognition that interactive strategies are critical to the success of a consumer campaign.”

The Cadient-developed Web site for Ditropan XL was rated the most successful site in the overactive bladder category within the Keynote study, with 52 percent of visitors stating they intended to discuss the medication with their doctors. This is the highest success rate of all conditions and Web sites studied. The success of the Ditropan XL Web site is due to its empathetic tone, action-oriented design and the inclusion of consumer-relevant information such as condition and drug information. The site also includes extensive information on managing and coping with the condition—a topic that respondents repeatedly noted as significantly important.

"Drug and condition Web sites have very unique challenges," said Lance Jones, associate director of competitive research for Keynote. "Consumers have very different requirements and expectations of drug Web sites than with other informational or commercial sites. Sites that excel in quickly providing consumers the information they want, such as the Ditropan XL Web site, also excel in driving patients to their doctors to discuss the drug in question. The sites that performed well in this study can take pride in the fact that they are empowering consumers to take a more active role in their healthcare."

For more information about the Keynote study, The Keynote Best Practices Study of Pharmaceutical Web Sites, visit www.keynote.com/news_events/releases_2006/06may17.html.

About Cadient Group
Based in the Philadelphia region, a key locale for the global intersection of life sciences and technology, Cadient Group is a strategic interactive marketing agency that is eDefining Healthcare Marketing^™. The choice of top pharmaceutical and biopharmaceutical brands, Cadient Group blends pharmaceutical expertise, breakthrough strategic thinking, and proprietary technology into solutions that maximize the role, reach and ROI of healthcare eMarketing. It does so by helping pharma and biopharma companies intelligently integrate their interactive and online marketing into their overall brand strategies. By leveraging interactive marketing to connect brand strategies, Cadient is delivering consistent and sustainable returns while helping its customers to transform their approach to communications and marketing. The company has been entrusted with brands that exceed $30 billion dollars in combined annual sales. It has also partnered with the majority of the top 20 pharmaceutical and biopharmaceutical companies worldwide. For more information about Cadient Group, visit www.cadient.com.

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