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» Products & Services » » Digital Technology » Digital Marketing Strategies

Omnichannel Marketing: Optimize your Digital Marketing Structure and Operations

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Download FREE Excerpt

ID: 5674

Features:

8 Info Graphics

23 Data Graphics

320+ Metrics

1 Narratives

Pages/Slides: 38

Published: 2021

Delivery Format: Online PDF Document

 

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  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • SPECIAL OFFER
Non-members: Click here to review a complimentary excerpt from “Omnichannel Marketing: Optimize your Digital Marketing Structure and Operations”

STUDY OVERVIEW

Biopharma marketing has significantly evolved post 2020; digital marketing has now become an integral component of go-to-market strategies, transforming the way pharma delivers information across different channels.

To keep up with these changes, organizations must use their internal structure and supporting functions to enhance the effectiveness of their digital marketing programs.

Best Practices, LLC conducted this benchmarking research to examine how leading biopharma companies are adopting an integrated omnichannel marketing strategy by maximizing their key digital assets. The study establishes industry benchmarks around digital marketing service structure and operations.

The study uses multiple data segments to capture relevant insights for different healthcare players. Segmentations used in the study include:

  • Total Benchmark Class - 35 respondents
  • Segmentation by Company Size - Large Pharma (19 respondents) and Small Pharma (15 respondents)
  • Segmentation by Region - Global (9 respondents) and U.S. Only (10 respondents)
  • Segmentation by Digital Maturity - Digital Leaders (8 respondents), Digital Majority (17 respondents), and Digital Laggards (10 respondents)

KEY TOPICS
  • Digital Marketing Service Structure
  • Digital Marketing Goals
  • Digital Operations

KEY METRICS
  • How is the digital marketing function structured within your organization?
  • How important is each of the listed objectives to the future of your digital marketing function?
  • How effective are each of the listed approaches for raising sales force effectiveness?
  • Which group within your organization is primarily responsible for each core digital activity listed below?
  • How many vendors and agencies does your digital marketing group currently partner with across all the brands you support?
  • What innovative approaches has your Digital Marketing team used to improve productivity and effectiveness of the work delivered by your vendor and agency partners?
  • How successful has your organization been in using various digital tools and tactics to reduce overall costs?

SAMPLE KEY FINDINGS
  • Digital Operations: Providing "digital collateral” and “using closed loop email marketing” are proven tactics by which digital teams boost sales force effectiveness. Sharing insights with field force is also considered a highly successful tactic.

METHODOLOGY

Best Practices, LLC engaged 35 executives from 29 leading life sciences companies in this research through a benchmarking survey. Directors and higher management executives represent nearly 80% of the benchmark participants.

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


Companies Profiled:
Alere; Almirall; Alnylam Pharmaceuticals; AstraZeneca; Bausch Health; Bayer; Boehringer Ingelheim; CMIC; Daiichi Sankyo; Dentsply Sirona; EMD Serono; Ipsen; Johnson & Johnson; Merck KGaA; Merck Sharp & Dohme; Medtronic; Novartis; NexGen Healthcare Communications; Octapharma; Precision For Value; Roche; Salix Pharmaceutical; Sanofi; Smith & Nephew; Takeda Pharmaceuticals; The Himalaya Drug Company; UCB Pharma; West 53rd St Digital

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.

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