1<!DOCTYPE html>
2
3Anonymous
4/bestp
5/bestp/domrep.nsf
6018B4D5928C1033E65257F24004512CA
8
9
10
11
12
13
140
15
16
17/bestp/domrep.nsf/products/finding-showcasing-digital-impact-roi-performance-metrics-launch-maximizing-digital-performance
18
19
203.85.214.0
21
22
23www.best-in-class.com
24/bestp/domrep.nsf
25BMR




Products & Services Marketing Management Digital Marketing

Finding & Showcasing Digital Impact: ROI, Performance Metrics, Launch & Maximizing Digital Performance

ID: PSM-327


Features:

12 Info Graphics

29 Data Graphics

800+ Metrics


Pages: 48


Published: 2016


Delivery Format: Shipped


 

License Options:
close

Single User: Authorizes use by the person who places the order or for whom the order was placed.

Sitewide: Authorizes use of the report for a geographic site. All people at site can view the report for a year and copies can be printed.

Corporate: Authorizes use for the entire company for a year and copies can be printed. No limitations for usage inside the company.




Buy Now

 

919-403-0251

  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • STUDY SNAPSHOT
  • KEY FINDINGS
  • VIEW TOC AND LIST OF EXHIBITS
In today’s tech-savvy consumer marketplace, digital marketing is no longer an optional component of a go-to-market strategy for healthcare companies. As the use of digital technologies evolves, organizations must constantly reassess the impact, effectiveness and return on investment (ROI) of key digital and multichannel marketing activities to ensure they are utilizing the best approaches possible.



Best Practices, LLC undertook this study to examine a host of foundational benchmarks required to achieve best-in-class performance in digital marketing in the healthcare sector - and help drug and medical device manufacturers foster a stronger digital culture throughout the organization. The study analyzes critical operational areas for measuring and demonstrating return on digital investment, key drivers and timing factors for maximizing ROI, cross-channel performance metrics for individual channels, program approval timeframes, and insights for overcoming common regulatory hurdles.


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


Companies Profiled:
Abbott; Abbvie; Alcon; Astellas; AstraZeneca; Baxter BioScience; Bayer; Biogen; Boehringer Ingelheim; Bristol-Myers Squibb; cipla; Clarus Therapeutics; Eisai; Ferring Pharmaceuticals; Genentech; GlaxoSmithKline ; Hospira; Ipsen; Johnson & Johnson; Merck; Mylan; Novartis; Olympus Corporation; Roche; Sanofi; Sun Pharmaceutical; Teva Pharmaceutical Industries Ltd; Triplefin; UCB Pharma; Zydus

Study Snapshot

This research 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.

Key Findings

Medium & Smaller Companies Better Leverage Content, Analytics than Large Pharma: Digital marketing teams in the medium/smaller company segment show relatively greater success in their use of dynamic content, advanced analytics, and online engagement tactics. Roughly one-third of these teams report “high ROI,” compared to just 15% of large pharma peers. Sixty-one percent of large companies also indicate “unclear ROI” from social media programs.
Traditional Websites Register Highest Impact, with Mobile Gaining Steam: Websites were ranked by benchmark companies as delivering the highest impact overall, followed closely by content and collateral development and field support activities. Driven by market demand, mobile is climbing the ranks as a valuable customer engagement channel. Analytics may have little direct impact on customers, but predictive modeling is key to informing strategy and tactics across a wide spectrum of customer channels.

Compliance Hurdles Are Ranked the Most Significant Force Undermining Today’s Competitive Digital Deployment, followed by Insufficient Resources: Regulatory pressures in the healthcare industry render approval hurdles with various medical, regulatory and legal teams the most persistent challenge to digital competitiveness.

Table of Contents

Executive Summary pp. 3-10
Research Overview p. 3
Key Findings & Insights p. 6
Detailed Research Findings p. 11
I. Measuring Return on Investment p. 12

    Top Areas for Digital ROI
    ROI Drivers & Characteristics
    Measuring Impact across Lifecycle Stages
II. Performance Measurement p. 25
    Assessing the Value of Multichannel Metrics
    Effective Metrics for Individual Tactics & Channels
III. Assessing Digital Competitiveness p. 34
    Top Forces Undermining Digital Competitiveness
    Impact of Regulation on Digital Approaches
    Approval Speed & Effective Approval Tactics
APPENDIX: Benchmark Class Profile p. 43

List of Charts & Exhibits

Top Areas for Digital ROI
Area of Single Greatest Returns
ROI Drivers
Nature of ROI for Leading Programs
Initiating Digital Support Early in the Product Lifecycle
Highest Impact Level, by Product Lifecycle Stage
Impact of Digital Activities
Channels/Activities Having High Impact on Customer Engagement
Assessing the Value of Multichannel Metrics
Effective Digital Performance Metrics for Key Activities
Factors Undermining Competitive Digital Deployment
Impact of Regulation on Digital Approaches
Effective Tactics for Gaining Approvals
Average Timeline for Content Approval