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

Key Trends & Innovative Activities in Biopharma Digital Marketing

ID: PSM-324


Features:

9 Info Graphics

33 Data Graphics

400+ Metrics


Pages: 49


Published: Pre-2019


Delivery Format: Shipped


 

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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.

Video Brief


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; Medical Device; Biotech; 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