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Best Practice Database
Marketing Management » Digital Marketing
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As the use of digital technologies evolves, biopharmaceutical companies must constantly adapt their digital marketing approaches to effectively reach a diverse set of customers. Thus, organizations must use their internal structure and supporting functions to optimize the delivery of key digital marketing programs. In addition, vendors are a fact of life for digital marketing efforts and successful organizations know how to effectively manage those relationships.
Best Practices, LLC conducted this study to examine how biopharma companies are structuring their digital marketing groups and aligning digital activities across the organization. The study also reviews how organizations are using and managing vendors for digital marketing activities.
I. Service Delivery Excellence:
31 digital, multichannel marketing and other commercial leaders from 24 leading healthcare companies were engaged for this research through a benchmarking survey instrument. Nearly 70% of participants serve at the level of director or above.