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Like other industry sectors, the pharmaceutical industry recognizes the important role Digital Marketing plays in engaging customers. As the role and impact of Digital Marketing continues to grow, pharma wants to ensure it not only is appropriately funding its Digital Marketing teams but also is maximizing its customer impact and return on investment.
Best Practices, LLC conducted this study to capture budgetary benchmarks on how leading Digital teams optimize resource investment across key channels to maximize customer impact and return on investment
In particular, this research contains current and forecasted investment levels, Digital Marketing investments as a percentage of total marketing budget, investment across key DM channels & activities and the impact of digital activities on customers & ROI measurement
This study provides segment perspectives on large, mid-cap and small companies as well as global vs. U.S.-only companies.
- Study Overview
- Key Findings & Trends
- Digital Marketing Investment Levels & Trends
- Measuring Digital Impact & Return on Investment
SAMPLE KEY METRICS
SAMPLE KEY FINDINGS
- Organization's total Digital Marketing budget for current and next fiscal years
- Organization's total Digital Marketing budget allocated per FTE for current and next fiscal years
- Percentage of organization's total marketing budget allocated to Digital Marketing
- Percentage of total Digital budget allocated to the following (12) key Digital Marketing activities
- Which Digital activities have the greatest impact on engaging and influencing customers
- Degree of ROI able to show for the following (17) Digital activities
- Large Pharma DM Teams Allot 51% of Budget to Websites & iPads Alone: Digital teams within large pharma concentrate resources into just a few areas, including websites (28%), iPad support (23%), and miscellaneous activities (10%). Mid-cap investment appears more balanced overall, with iPads (22%), mobile optimization (16%), email (14%), websites (9%), social media, analytics, and miscellaneous activities all garnering at least 8% of budget.
- US Teams Are Budgeting Heavily for New Digital Marketing Opportunities: From a budget perspective, global teams appear more reliant on high-leverage activities like website development, iPad rollout, and email marketing (combined 54% of total budget) than do their US-only competitors focused on a single market. US teams invest more in content development, direct online customer engagement, and roughly 22% of remaining budget to other specialized opportunity areas.
Best Practices, LLC engaged 48 Digital Marketing leaders at 42 companies through a benchmarking survey instrument. Representatives from 8 companies participated in deep-dive interviews.