Currently biopharma companies are spending an average of one of every six marketing dollars on Digital engagement and promotion - an amount that has nearly doubled in just four years. Investment is flowing into Digital Marketing, and innovation from both inside and outside the industry is transforming the relationship between drug manufacturers, doctors, and patients.
The power of Digital lies not only in its reach. Digital Marketing has changed the speed with which physicians, patients and other customer groups can be engaged at the moment of launch to rapidly enhance trajectory – and enabled companies to more easily maintain these relationships over product and treatment lifecycles.
But with greater investment and a higher profile in the pharma pecking order, Digital Marketing leaders are also experiencing growing pressure to deliver results.
This comprehensive benchmarking report examines how high-performing companies maximize the value provided by the Digital Marketing function through efficient service delivery to both internal and external customers, across different regions, business lines, and throughout the product lifecycle. The rich performance insights available in this report will help biopharma Digital leaders right-size their budgetary investments, optimize resource allocation to key channels, and evaluate productivity and performance for all programs to demonstrate premium value to senior leadership.
This research engaged 48 Digital Marketing leaders from 42 global pharmaceutical, biotech, and life sciences companies. Deep-dive interviews were also conducted with eight Digital Marketing executives to harvest additional qualitative insights. Nearly 60% of survey respondents served as directors, senior directors or vice presidents of Digital or Multi-Channel Marketing, and 84% were part of the Digital team working either in a global capacity or for the U.S. region.