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As the use of digital marketing grows across the pharmaceutical industry, marketing leaders continue to search for ways to demonstrate the value of digital to internal stakeholders and executives.
This research identifies which digital activities are best for measuring return on investment and the tactics that drive the greatest ROI. The study also provides benchmarks for when in the product lifecycle organizations begin digital marketing activities and when in the product lifecycle marketing leaders see the highest impact or return. Digital marketing leaders can use this study to compare their approach for measuring ROI with their digital peers.
This study provides segment perspectives on large, mid-cap and small companies as well as global vs. U.S.-only companies.
This research engaged 39 digital marketing leaders from 30 leading pharmaceutical, biotech, and life sciences companies. Thirteen study participants represent large pharma organizations, while the remaining benchmark class represent medium or small companies.
Pharmaceutical; Medical Device; Biotech; Manufacturing; Consumer Products; Diagnostic; Health Care; Marketing; Biopharmaceutical; Clinical Research; Laboratories; Chemical
Novartis; Bristol-Myers Squibb; Roche; Astellas; Bayer; Teva Pharmaceutical Industries Ltd; Mylan; Ipsen; Alcon; Abbott; Eisai; Triplefin; Sanofi; cipla; Merck; Ferring Pharmaceuticals; Boehringer Ingelheim; Biogen; UCB Pharma; Hospira; Johnson & Johnson; GlaxoSmithKline ; Baxter Healthcare; Olympus Corporation; Sun Pharmaceutical; AstraZeneca; Abbvie; Genentech; Clarus Therapeutics; Zydus