Best Practices in Advancing Customer Marketing: Innovations in Engaging and Communicating with Health Care Providers, Patients, Payers and KOLs

STUDY OVERVIEW

To broaden their marketing reach, biopharmaceutical companies are investing in innovative marketing strategies and tactics to engage key customer groups such as health care providers, patients, payers, and key opinion leaders. But as they shift to activities such as social networking, relationship marketing, e-sampling, viral marketing and other approaches, marketing groups are facing questions around structure, budgets, staffing and roles.

Best Practices, LLC conducted this research to identify how companies structure, staff and organize to find, use and quickly incorporate innovative practices to improve marketing across these customer groups. The results provided in this report include key benchmark metrics and lessons learned that biopharmaceutical marketing executives can utilize to enhance and optimize their current activities in innovative customer marketing.

KEY TOPICS

• Project Overview
• Summary of key insights
• Organizational structure
• Budgets and funding
• Roles and responsibilities
• Processes and procedures
• Lessons learned

• Approaches to how organization structures innovation in customer marketing
• Organization of innovative units
• Name of the unit that oversees innovation in your organization
• Unit responsible for marketing innovation and excellence
• Levels within the units responsible for marketing innovation and excellence
• Total FTEs in units responsible for marketing innovation and excellence
• Background of the people in units responsible for marketing innovation and excellence
• Activities performed by units responsible for marketing innovation and excellence as well as FTEs utilized per activity
• Marketing activities that innovation units are responsible for innovation and excellence
• Role of innovation units regarding high-level activities today and within the next 18 months
• Role of innovation unit in patient activities and status of innovation
• Source of funding for new initiatives
• Spending plans expected for next year and 3 years from now
• Changes expected in the size innovative staffing units in next year and 3 years from now
• Role of innovation unit in health care professional activities and status of innovation
• Role of innovation unit in payer specific activities and status of innovation
• Processes/programs created by innovation unit to promote innovation and excellence across brands
• Primary responsibility for innovating and achieving excellence in customer marketing

• Harness New Technology to Enable Innovation: New media and innovative communication practices represent new marketing frontiers. Regulatory pressures and the growing importance of access are important factors to ensuring that innovative practices are tested and measured for success.