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25BMR




Products & Services Marketing Management Digital Marketing

Key Trends & Innovative Activities in Biopharma Digital Marketing

ID: PSM-324


Features:

9 Info Graphics

33 Data Graphics

400+ Metrics


Pages: 49


Published: 2015


Delivery Format: Shipped


 

License Options:
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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.




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919-403-0251

  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • STUDY SNAPSHOT
  • KEY FINDINGS
  • VIEW TOC AND LIST OF EXHIBITS
Technology trends, shifting consumer and physicians’ online behavior and tight budgets have forced biopharmaceutical organizations to reassess how they engage with customers. Organizations are increasingly turning to more digital interactions to effectively educate and engage physicians, patients and other customer groups.

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.


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


Companies Profiled:
Abbott; Abbvie; Alcon; Astellas; AstraZeneca; Baxter International; 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

Best Practices, LLC engaged 39 digital marketing leaders from 30 leading pharmaceutical, biotech, and life sciences companies. 13 study respondents represent large pharma organizations, while the remaining benchmark class represent medium or small companies.

Key Findings

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.


Table of Contents

Executive Summary pp. 3-9
Research Overview p. 3
Key Findings & Insights p. 6
Detailed Research Findings p. 10
1. Hotspots in Digital Innovation p. 15
Assessing Key Growth Areas
Measuring ROI in New Activities
2. Winning in the Mobile & Wearable Device World p. 25
Mobile Targeting, Uptake, Search & ROI
Wearable Preparedness
3. Succeeding with Today's Physicians p. 35
Effective Channels & Campaign Measurement
Deploying Dynamic Content
Making the Most of EHRs
4. Maximizing Social Media Presence p. 44
Team Structure & Staffing
Top Activities

List of Charts & Exhibits

Impact of Digital Activities on Engaging and Influencing Customers
Current Effectiveness of Innovative Digital and Multichannel Marketing (MCM) Activities
High-Use / Highly Effective Digital and MCM Activities for the Benchmark Class
Lower-Use / Less Effective Digital and MCM Activities for the Benchmark Class
ROI for Innovative Digital and MCM Activities
Effectiveness vs. ROI Achieved for Emerging Digital and MCM Activities
Customers Targeted for Mobile Engagement Programs
Mobile Uptake Among HCP Customers
Innovative Use of Mobile & Search tactics to Improve Promotional Effectiveness
Return on Investment for Mobile Programs
Steps taken by Digital Marketing Teams to Prepare for the Release of Apple's iWatch and the Dawn of the Wearable Device Era
Likely market impact of Apple iWatch and Wearable Devices for Therapeutic Manufacturers
Effective Channels for Reaching Physicians
Measuring Performance for Physician-focused Campaigns
Top Uses of Dynamic & Other Content Deployment Approaches
Tactics for Engaging Physicians via Electronic Health Records (EHRs)
Structure of Social Media Marketing Group
Current Social Media Staffing Allocation (FTEs) and Projected Social Media FTEs for 2016
Innovative Use of Social Media