Finding & Showcasing Digital Impact: Performance Measurement and Assessing Digital Competitiveness

STUDY OVERVIEW

As digital marketing strategies and tactics evolve, digital marketing teams must stay focused on the customer to ensure they are effectively engaging with key customer groups. Today, more than ever, tracking the performance of various digital channels and key activities is crucial. While multichannel performance tracking is challenging, it offers huge competitive advantages for savvy companies.

This research identifies proven strategies and tactics used by high-performing organizations to effectively engage key customer groups through Digital and Multi-Channel marketing. This study also distills insights on how innovative Digital teams measure the impact of multichannel marketing and assess competitive advantages and vulnerabilities.

This study provides segment perspectives on large, mid and small companies as well as global vs. U.S.-only companies.


KEY TOPICS

• Study Overview
• Key Findings & Trends
• Performance Measurement
• Assessing Digital Competitiveness

• Assessing the value of multichannel metrics
• Valuable multichannel metrics across multiple marketing channels
• Top 3 most effective performance metrics for key activities
• Top 3 most effective performance metrics by channel
• Factors undermining competitive digital deployment
• Impact of regulation on digital approaches
• Effective tactics for gaining approvals
• Average timeline for content approval

• Opportunity for Many Firms to Better Exploit Multichannel Attribution: Faced with a wealth of data in every channel, it is tempting to measure only what is readily available – and drive tactics to improve only what is measurable.  There remains a large gap between basic volume (traffic, clicks) and conversion measurements (downloads, signups), and more advanced analytics which uncover the interplay between channels.  DM teams which continually probe usage across channels will be better positioned to engage customers  and expand into new markets as competition becomes ever more fierce.

Best Practices, LLC 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.

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


Companies Profiled:
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

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