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Digital Marketing has transformed the speed with which patients, physicians, payers and other customer groups can be engaged during a new product launch. This instant access can rapidly enhance a launch trajectory and enable biopharmaceutical companies to more quickly maximize the value of new products.
Consequently, organizations are increasingly incorporating digital tactics into their pre-launch activities to support commercial, medical and clinical programs. Likewise, digital marketing teams are working more closely with brand teams to support and inform new product launches.
Best Practices, LLC undertook this study to provide insights into how savvy biopharma digital marketers are enhancing the medical and commercial potential of new products, through both pre-launch and launch support activities. The study also looks at what skills and traits are important for the digital marketing role.
I. Digitizing Launch:
Best Practices, LLC engaged 31 digital marketing leaders at 24 leading healthcare companies through a benchmarking survey instrument. Nearly 70% of participants serve at the level of director or above.