Optimizing Biopharma Digital Marketing: Insights to Improve Digital ROI, Field Force Support & Mobile Engagement

STUDY OVERVIEW

Elite healthcare organizations are investing more than ever in digital marketing to learn about their customers, build better relationships, leverage effective online media, and - of course - grow revenue. However, with greater investment, digital marketers also face the onus of delivering maximum results with available resources.

Best Practices, LLC undertook benchmarking research to provide critical insights into how savvy biopharma digital marketers are using new tools and tactics to reduce cost, raise sales force effectiveness, and highlight critical trends in mobile customer engagement. This study will serve as a benchmark to drive digital marketing performance excellence in the healthcare industry.

KEY TOPICS

• Reducing Digital Cost
• Improving Sales Force Effectiveness
• Use of Mobile Apps & Their Role in Decision Making
• Use of Mobile Apps in Digital Health & Digital Medicine

• Percentage of Total Digital Marketing Budget Allocated to Key Activities
• Use of Various Digital Tools and Tactics to Reduce Overall Costs
• Successful Approaches to Enhance Sales Force Effectiveness
• State of Play for Healthcare Mobile Applications
• High-ROI Mobile Engagement Programs
• Effective Mobile Apps and Tools to Educate Customers, Inform Treatment Decisions & Enhance Decision Making
• Effective Mobile Apps to Support Digital Health & Digital Medicine

• Biopharma mobile footprint now includes regularly updated physician and patient applications: Close to two-thirds of benchmark DM teams have produced physician-oriented mobile applications, with 59% having also created patient-oriented apps and 23% creating apps for other customers (e.g., payers, KOLs). Mobile apps for core customer groups, sustained by regular updates to ensure relevance, have achieved solid uptake, with a high percentage of leading apps having succeeded in garnering more than 1,000 downloads. Digital health apps that may require FDA approval have been launched by 15% of companies; electronic health record-related apps are more rare (4%).

Best Practices, LLC engaged 31 digital, multichannel marketing and other commercial leaders from 24 leading bio-pharmaceutical companies through a benchmarking survey instrument. Nearly 70% of participants serve at the level of director or above.

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.