Healthcare Digital Marketing Innovation: Staffing, Budget and Future Trends

STUDY OVERVIEW

With digital marketing innovation both inside and outside the pharma industry transforming the way the industry engages with physicians and patients, pharma companies are increasingly investing in digital marketing. To maximize performance, digital leaders must have appropriate resources to ensure effective digital marketing initiatives, channels, and tools.

Best Practices, LLC undertook benchmarking research to probe how savvy biopharma digital marketers are right-sizing budget and staffing investment levels and seizing digital health opportunities for maximum impact. The study also identifies the top challenges to the growth and long-term success of the digital marketing function.

Insights in this study are segmented by: Company Size – Large Companies and Medium and Small Companies, Team - Global Teams and U.S. Only Teams.

KEY TOPICS

• Staffing levels
• Budget allocation

• Top challenges
• Digital health opportunities

KEY METRICS

• Organization’s Total FTE Staffing Investment for All Internal Employees Working on Digital Marketing
• Organization’s Total FTE Staffing Investment for All External Contractors and Consultants Working on Digital Marketing
• Organization’s Total FTE Staffing Investment for All of Digital Marketing
• Digital Marketing Budget Allocation
• Percentage of Organization's Total Marketing Budget Allocated Specifically to Digital Marketing Activities and Programs
• Significant Challenges to the Growth and Long-Term Success of the Digital Marketing Function
• How are Participants Integrating Digital Health Opportunities into their Digital Marketing Operations?

SAMPLE KEY FINDINGS

• Large companies lead the way in cross-industry digital collaboration: Close to three-fourths of large companies are partnering with technology firms to create new platforms and tools to derive better insights and improve health outcomes. More than half of these large companies are also acquiring startups and existing assets, investing in mobile, and exploring the use of wearable devices. In contrast, the vast majority of medium and smaller companies are addressing digital health opportunities simply by hiring new personnel.

METHODOLOGY

Best Practices, LLC engaged 31 digital, multichannel marketing and other commercial leaders from 24 leading healthcare organizations through a benchmarking survey instrument. Nearly 70% of participants serve at the level of director or above.

If you purchase Best Practice Database document(s), you will have 30 days from the date of purchase to apply some or all of the cost of the document(s) toward the cost of a Full Access Individual, Pharma, Group or University Membership. Write us at DatabaseTeam@bestpracticesllc.com or call David Guinn at 919-767-9179 if you have any questions.