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25DB




Products & Services Marketing Management Digital Marketing

Best-in-Class Pharma Digital Marketing Performance: Structure, Funding, and Staffing

ID: 5393


Features:

7 Info Graphics

22 Data Graphics

300+ Metrics


Pages/Slides: 35


Published: 2016


Delivery Format: Online PDF Document


 

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  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • SPECIAL OFFER
Non-members: Click here to review a complimentary excerpt from " Best-in-Class Pharma Digital Marketing Performance: Structure, Funding, and Staffing”

STUDY OVERVIEW

As the scale and complexity of biopharma digital marketing grows, organizations must constantly adapt their digital marketing approaches to effectively reach a diverse set of consumers.

Best Practices, LLC undertook research to evaluate a host of foundational benchmarks required to attain best-in-class performance in digital marketing in the healthcare sector, and nurture a stronger digital culture throughout the organization.

The study identifies benchmarks around the structure and maturity of multichannel functions, speed and integration by which core digital services are delivered and investment levels into digital marketing staffing & budget.

KEY TOPICS

Digital Marketing Structure
Funding Model
Budget
Staffing

SAMPLE KEY METRICS

Structure of Digital Marketing Function
Source of Digital Funding
Total Investment into Digital Marketing
Percentage of Total Marketing Budget Devoted to Digital Activities & Programs
Digital Investment into Key Activities
Digital Marketing Staffing Allocation
Social Media FTE Allocation

SAMPLE KEY FINDING

Hybrid functions are most common: As the scale and complexity of biopharma digital marketing grows, companies are using multi-tiered delivery structures to meet the needs of diverse internal customers. Almost half (48%) of benchmark companies use a hybrid DM structure, where activities are divided between centralized and brand teams. Fully centralized (5%) or decentralized structures (18%) are now rare.

Digital Share of Total Marketing Investment will Grow from 10% to 12%: The importance of digital marketing can be seen in its increasing share of total marketing budget. Across the industry, average raw investment to all marketing is slipping. Meanwhile, budget for digital programs continues to grow (albeit slightly) and will claim 12% of all marketing dollars in 2016.

METHODOLOGY

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.


Industries Profiled:
Health Care; Pharmaceutical; Diagnostic; Biotech; Manufacturing; Consumer Products; Medical Device; Chemical; Biopharmaceutical; Clinical Research; Laboratories; Marketing


Companies Profiled:
Abbott; Abbvie; Alcon; Astellas; AstraZeneca; Baxter BioScience; Bayer; Biogen; Boehringer Ingelheim; Bristol-Myers Squibb; cipla; Clarus Therapeutics; Eisai; Ferring Pharmaceuticals; Genentech; GlaxoSmithKline ; Hospira; Ipsen; Johnson & Johnson; Merck; Mylan; Novartis; Olympus Corporation; Roche; Sanofi; Sun Pharmaceutical; Teva Pharmaceutical Industries Ltd; Triplefin; UCB Pharma; Zydus

If you purchase Best Practice Database document(s), you will have 30 days from the date of purchase to apply some or all of the cost of the document(s) toward the cost of a Full Access Individual, Pharma, Group or University Membership. Write us at DatabaseTeam@bestpracticesllc.com or call David Guinn at 919-767-9179 if you have any questions.