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As Mobile Tops Desktop Search in US, New Study Finds Many Pharma Digital Marketing Teams Under-Prepared for Mobile & Wearable Era

CHAPEL HILL, N.C., May 15, 2015 /PRNewswire/ -- Google recently announced that mobile has surpassed desktop searches in popularity in the United States and many other countries. While this may not come as a surprise to many, as the presence of mobile devices has only grown throughout the world in the past decade, it does pose many major questions for digital marketing experts across industries.

As today's consumers increasingly use mobile and even wearable devices to find information, how will the biopharmaceutical industry and its digital vanguard react to the rise of mobile usage among both physicians and patients? Does this increase in mobile searching ultimately represent a challenge or an opportunity for the industry?

Benchmarking firm Best Practices, LLC tackled these timely questions in a major benchmarking initiative launched earlier this month. In a recent deep-dive blog post, senior researcher James Drake dissected some of the most fascinating preliminary findings in light of Google's recent announcement. To learn more about the impact mobile is having across the biopharma landscape, go here: "As Mobile Surpasses Desktop Search, Poll of Digital Marketers Find Industry Divided on Pharma's Next Steps."

Thus far, research has found that 56% of surveyed digital marketing groups in pharma are currently taking no action to prepare for the introduction of the Apple iWatch and the dawn of wearable-device era!

This newly-launched research study, which is sponsored by Best Practices' 2015 Digital Marketing Consortium, will identify both mobile and other multi-channel tactics and programs leading the industry forward. Since 2012, the Digital Marketing Consortium has served as a unique community of practice and best-practice sharing for marketing and launch leaders seeking to maximize customer impact in the digital age.

To learn more about the Digital Marketing Consortium or view related pharma digital marketing research, visit our homepage:

The final results of this latest benchmarking consensus study on mobile performance and other critical digital marketing success factors will be published later this year.


Best Practices, LLC is a leading benchmarking, consulting and advisory services firm serving biopharmaceutical and medical device companies worldwide. Best Practices, LLC's clients include all the top 10 and 48 of the top 50 global healthcare companies. The firm conducts primary research and consulting using its comprehensive proprietary benchmarking tools and analysis. The operational insights, findings and analysis form the basis for our Benchmarking Reports, databases and advisory services to support executives in commercial and R&D operations. Best Practices, LLC believes in the profound principle that organizations can chart a course to superior economic performance by studying the best business practices, operating tactics and winning strategies of world-class companies.

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