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To identify the hotspots in digital and multichannel innovation, Best Practices, LLC undertook a benchmarking study. The study identifies and evaluates key trends in the successful education and engagement of customers across online channels. Additionally, it assesses the impact, effectiveness, and ROI of leading digital marketing activities and programs.
· Top 3 HCP Channels: Point-of-Care Apps, ePresentations & eMarketing: The top channels for informing and engaging physicians appear to be point-of-care apps (highest effectiveness rating, a growth opportunity for many orgs), digital presentations (96% somewhat effectiveness rating), and e-marketing (91% effectiveness rating). Search and website activities are somewhat effective for most companies.
· Top Social Media Activities include Listening/Data Collection & Facilitated Peer-to-Peer Discussion: To succeed with social media, biopharma companies must listen openly to customers and interact on their terms. Currently 76% of benchmarked companies - and 89% of large pharma - conduct some form of data gathering through social media listening. 65% are also facilitating peer-to-peer interactions via social media. More traditional “push” approaches to branding, such as a highly active Twitter account, are less common today on the social media side.