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As digital marketing strategies and tactics evolve, companies must constantly adapt their digital marketing approaches to effectively reach customers not only during launch but throughout the product lifecycle as well.
This study examines how successful healthcare organizations maximize the value provided by the digital marketing function through efficient service delivery to internal customers across different regions, business lines, and throughout the product lifecycle. In particular, the study reviews digital marketing responsibilities and effectiveness, the presence and effectiveness of a Center of Excellence organizational approach and the use of internal staff versus outsourcing for digital activities.
This study provides segment perspectives on large, mid-cap and small companies as well as global vs. U.S.-only companies.
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.
Pharmaceutical; Marketing; Diagnostic; Health Care; Consumer Products; Biotech; Biopharmaceutical; Clinical Research; Laboratories; Medical Device; Science
Teva Pharmaceutical Industries Ltd; Triplefin; Chiesi; biokit; Abbott; Precision Therapeutics; Abbvie; Meridian Bioscience; Merck; Vivus; Bayer Healthcare; MD Outlook; Sanofi; Pfizer; Takeda Pharmaceuticals; Roche; Boehringer Ingelheim; GlaxoSmithKline ; Amgen; Novo Nordisk; Covidien; LEO Pharma; Biogen Idec; Olympus Corporation; Eisai; Mylan; UCB Pharma; Ferring Pharmaceuticals; Lundbeck; Catalent Pharma Solutions; Astellas; CSL Behring; Ranbaxy; Galderma; Boston Scientific; Edward Lifesciences; Purdue Pharma; Nektar Therapeutics; Merial; Genomic Health; Cochlear; Haemonetics Corporation