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Boosting the Performance of Pharmaceutical Product Launches through the Impact of Digital Marketing Innovation

CHAPEL HILL, N.C., Sept. 8, 2017 /PRNewswire/ -- As digital marketing strategies and tactics evolve, pharmaceutical companies must constantly adapt their digital marketing approaches to better support both pre-launch and launch activities for new products.
Companies investing in digital now will reap the rewards in future product launches, according to one pharma digital leader who participated in a Best Practices, LLC study on digital marketing impact.

"I think pharma gets the importance of digital now. The go-to-market approach may be entirely different three years from now, but there's going to be a big competitive advantage for the companies that took the time and put in the work to build up capabilities and embrace a multichannel and analytics-driven go-to-market approach," said a director of multichannel marketing.

To capture a snapshot of current approaches to improving the impact of digital marketing, Best Practices, LLC conducted a benchmarking research project that engaged 31 digital marketing leaders at 24 companies. The study examines how savvy biopharma digital marketers are enhancing the medical and commercial potential of new products, improving alignment with brand teams, and acquiring and training new digital marketers. The wide-ranging research also examines how digital marketing groups are structured and aligned internally, what services or activities they are most involved with and how they manage and utilize vendors.

"Growing Biopharma Digital Marketing Impact: Digitizing Launch, Developing Talent and Optimizing Service Alignment" is a report that examines a host of key digital marketing operational benchmarks required to achieve best-in-class performance and to foster a stronger digital culture throughout the organization. This 55-page study will serve as a resource for driving digital marketing performance excellence in the healthcare industry.

Topics addressed in the study include:

Digitizing Launch:

  • Top Commercial Support Activities
  • Top Clinical & Medical Support Areas
  • Aligning with NPP & Launch Teams

Talent Development:
  • Key Traits for New Hires
  • Developing & Aligning Talent

Service Delivery Excellence:
  • Structuring the Digital Function
  • Responsibility for Core Tasks
  • Outsourcing & Vendor Management

Download a complimentary report summary at:


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.

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