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"Best-in-Class Pharma Digital Marketing Performance: Multichannel Maturity and Speed of Core Services Delivery”
The pharmaceutical sector faces a complex and evolving environment for utilizing digital marketing. To succeed, organizations must continually advance their multichannel capabilities and improve the delivery of their core services.
Research and consulting leader Best Practices, LLC conducted this study to evaluate what characteristics constitute best-in-class performance in digital marketing in the healthcare sector. In particular, this study reviews the maturity and nimbleness of organizations' multichannel teams and factors that affect these two key issues.
The study identifies benchmarks around the maturity of multichannel functions as well as the speed and integration by which core digital services are delivered.
This study includes two segments: Company Size and US/Global.
- Multichannel Maturity Benchmarks
- Speed to Execute Key Services
- Syncing Channel Service Strategy
- Fostering Digital Culture across the Organization
SAMPLE KEY METRICS
- Current level of maturity of your company's multichannel marketing group
- Total investment needed to lift organization maturity level through designated maturity stages
- How does your digital team integrate content, formats and delivery strategy across multiple marketing channels
- Assessment of your current performance in connecting the "digital thread" across operational lines
- How long does it take your digital marketing team to develop, obtain approval (if necessary), and execute each of these common digital activities.
SAMPLE KEY FINDING
- Most Companies (58%) at “Tactical Stage” in Multichannel Maturity Curve: A majority of companies rank themselves as being in the “tactical” stage of the multichannel development curve, which is characterized by growing awareness and digital activity but inconsistent performance and slow innovation. Only 8% have moved beyond to “advanced integration,” and no companies call their MCM operation “fully mature.”
- Brand-Aligned DM Teams Struggle to Foster an Infectious Digital Culture: Digital teams with strong brand reporting lines are often siloed and are frequently unable to foster a strong digital culture across the organization. These groups struggle especially with digitizing the value chain (only 17% report positive performance), implementing new technologies (28%), and gathering insights (33%). Counterparts in centralized MCM teams excel in all of these areas.
Best Practices, LLC engaged 39 digital marketing leaders from 30 leading pharmaceutical, biotech, and life sciences companies in this research. Thirteen research participants represent large pharmaceutical organizations, while the remaining benchmark class represent mid-sized and small companies.