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New Collaborative Benchmarking Study Is Helping Pharma Leaders Turn the Corner on Digital Marketing: From Showing Promise to Delivering Real Value

CHAPEL HILL, N.C., May 1, 2014 /PRNewswire/ -- The healthcare environment is constantly changing, forcing leaders to adapt their Digital Marketing approaches to effectively reach all customer groups, including physicians, patients, and payers.

As pharma and biotech companies invest more in the Digital Marketing function, there is a greater pressure to demonstrate the value of Digital support activities.

To provide maximum value, leading organizations innovate across all available channels. Using the full power of Digital tools and technologies – and integrating multi-channel strategy and tactics into traditional marketing and brand approaches – savvy companies have the power to engage customers both more readily and deeply than ever before.

A new industry benchmarking study has begun to capture critical insights into the specific channel strategies, activities, timing and investments that top pharma and biotech companies are adopting to drive Digital Marketing impact.

The study, "Healthcare Digital Marketing Excellence: Driving Better Performance through New Approaches to Customer Engagement," examines how healthcare organizations use advanced analytics to support inbound and outbound Digital Marketing, promote two-way online community engagement with key customer groups, support mobile optimization and provide customer service and field sales team support.

This open study is sponsored by global pharmaceutical benchmarking leader Best Practices, LLC as part of its Digital Marketing Consortium, now in its third year in operation. To learn more about the Digital Marketing Consortium, a community of practice for pharma insiders to share new Digital approaches, contact Jonathan Tanz at 919.767.9164 or

The study is open to executives, directors, managers and staff specialists who are knowledgeable about their company's Digital Marketing functions to participate in the comprehensive research study. So far this research has attracted participation from over 15 organizations, including Digital Marketing leaders at 5 of the top 10 largest global pharmaceutical companies.

Key study topics include:
  • Performance tracking (efficiency & effectiveness metrics, KPIs, scorecarding)
  • Demonstrating value/ROI for digital activities
  • Data analytics (structure, data governance, aggregating data across brands/org)
  • Service delivery models (outsourcing, shared services, centers of excellence)
  • Coordinating digital & multi-channel marketing across countries & business lines with shared customers
  • Rightsizing the Digital Marketing function (FTEs, budgets)
  • Successful approaches to engaging online communities (patient, physician, payer)
  • Social media listening activities
  • Mobile technology & apps

For more information on this study or other recent primary research studies, visit our website at


Best Practices, LLC is a benchmarking, consulting and advisory services firm serving biopharmaceutical and medical device companies worldwide. Best Practices, LLC's clients include all the top 10 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 all commercial operations.

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