Digital Futures 2014 webinar

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Slide deck from PMGroup's Digital Futures 2014 webinar.

(The webinar itself was presented by PMGroup editorial director Dominic Tyer, with guest commentary from Carwyn Jones, managing director of The Earthworks, and is available with audio here: http://www.pmlive.com/pharma_intelligence/digital_futures_2014_webinar_532653.)

Based on the annual Digital Futures survey the slides cover pharma's digital marketing priorities, most valuable social media channels and biggest challenges with 'digital'.

The survey found mutlichannel marketing, healthcare professional networks and digital strategy were top of mind for pharma marketers.

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Digital Futures 2014 webinar

  1. 1. @PMLiVEcom www.pmlive.com #pmlweb
  2. 2. Digital Futures > marketing priorities > social media > industry challenges Dominic Tyer Editorial Director PMGroup @PMLiVEcom www.pmlive.com #pmlweb
  3. 3. Digital Futures > marketing priorities > social media > industry challenges @PMLiVEcom www.pmlive.com #pmlweb
  4. 4. Digital Futures > marketing priorities > social media > industry challenges @PMLiVEcom www.pmlive.com #pmlweb
  5. 5. “Honestly, I would say trying to do more with even less budget, with mixed results. I also think we'll continue to see limited spending on traffic generation, limited uptake of social and continued creation of apps for the sake of it.” Digital Futures > marketing priorities > social media > industry challenges @PMLiVEcom www.pmlive.com #pmlweb
  6. 6. “More positively, we'll see creation of significant, robust and enduring digital strategies … whether these ever influence what happens on the ground will be a different matter” Digital Futures > marketing priorities > social media > industry challenges @PMLiVEcom www.pmlive.com #pmlweb
  7. 7. Digital Futures > marketing priorities > social media > industry challenges Q1: What areas of digital marketing would you like to make more use of in 2014? 1 Multi-channel marketing 1 Mobile (apps) 2 Healthcare professional networks 3 Closed loop marketing 4 Social media (use) @PMLiVEcom www.pmlive.com #pmlweb
  8. 8. Digital Futures > marketing priorities > social media > industry challenges Q1: What areas of digital marketing would you like to make more use of in 2014? 1 Multi-channel marketing 1 Mobile (apps) 2 Healthcare professional networks 3 Closed loop marketing 4 Social media (use) 5 E-details (tablet detailing) 6 Use of data 7 Websites (disease awareness) 8 Games/gamification 9 Social media (listening) @PMLiVEcom www.pmlive.com #pmlweb
  9. 9. @PMLiVEcom www.pmlive.com #pmlweb Q1: What areas of digital marketing would you like to make more use of in 2014? 1 Multi-channel marketing 1 Mobile (apps) 2 Healthcare professional networks 3 Closed loop marketing 4 Social media (use) 5 E-details (tablet detailing) 6 Use of data 7 Websites (disease awareness) 8 Games/gamification 9 Social media (listening) 10 Mobile (websites) 11 Websites (product) 12 Online search 13 Quantified self/self-tracking 14 Online advertising Digital Futures > marketing priorities > social media > industry challenges
  10. 10. Digital Futures > marketing priorities > social media > industry challenges Q1: What areas of digital marketing would you like to make more use of in 2014? 1 Multi-channel marketing 1 Mobile (apps) 2 Healthcare professional networks 3 Closed loop marketing 4 Social media (use) 5 E-details (tablet detailing) 6 Use of data 7 Websites (disease awareness) 8 Games/gamification 9 Social media (listening) 10 Mobile (websites) 11 Websites (product) 12 Online search 13 Quantified self/self-tracking 14 Online advertising @PMLiVEcom www.pmlive.com #pmlweb Q2: What areas of digital marketing would you like to make better use of in 2014? 1 Multi-channel marketing 2 E-details (tablet detailing) 2 Social media (use) 3 Mobile (apps) 4 Healthcare professional networks
  11. 11. Digital Futures > marketing priorities > social media > industry challenges Q1: What areas of digital marketing would you like to make more use of in 2014? 1 Multi-channel marketing 1 Mobile (apps) 2 Healthcare professional networks 3 Closed loop marketing 4 Social media (use) 5 E-details (tablet detailing) 6 Use of data 7 Websites (disease awareness) 8 Games/gamification 9 Social media (listening) 10 Mobile (websites) 11 Websites (product) 12 Online search 13 Quantified self/self-tracking 14 Online advertising @PMLiVEcom www.pmlive.com #pmlweb Q2: What areas of digital marketing would you like to make better use of in 2014? 1 Multi-channel marketing 2 E-details (tablet detailing) 2 Social media (use) 3 Mobile (apps) 4 Healthcare professional networks 5 Closed loop marketing 6 Use of data 7 Websites (disease awareness) 8 Websites (product) 9 Social media (listening)
  12. 12. Digital Futures > marketing priorities > social media > industry challenges Q2: What areas of digital marketing would you like to make better use of in 2014? 1 Multi-channel marketing 2 E-details (tablet detailing) 2 Social media (use) 3 Mobile (apps) 4 Healthcare professional networks 5 Closed loop marketing 6 Use of data 7 Websites (disease awareness) 8 Websites (product) 9 Social media (listening) 10 Mobile (websites) 11 Online search 12 Games/gamification 13 Online advertising 15 Quantified self/self-tracking Q1: What areas of digital marketing would you like to make more use of in 2014? 1 Multi-channel marketing 1 Mobile (apps) 2 Healthcare professional networks 3 Closed loop marketing 4 Social media (use) 5 E-details (tablet detailing) 6 Use of data 7 Websites (disease awareness) 8 Games/gamification 9 Social media (listening) 10 Mobile (websites) 11 Websites (product) 12 Online search 13 Quantified self/self-tracking 14 Online advertising @PMLiVEcom www.pmlive.com #pmlweb
  13. 13. Digital Futures > marketing priorities > social media > industry challenges @PMLiVEcom www.pmlive.com #pmlweb Q3: What areas of digital marketing do you think your company will focus on in 2014? 1 Multi-channel marketing 1 E-details (tablet detailing) 2 Healthcare professional networks 3 Closed loop marketing 4 Mobile (apps) Q2: What areas of digital marketing would you like to make better use of in 2014? 1 Multi-channel marketing 2 E-details (tablet detailing) 2 Social media (use) 3 Mobile (apps) 4 Healthcare professional networks 5 Closed loop marketing 6 Use of data 7 Websites (disease awareness) 8 Websites (product) 9 Social media (listening) 10 Mobile (websites) 11 Online search 12 Games/gamification 13 Online advertising 15 Quantified self/self-tracking Q1: What areas of digital marketing would you like to make more use of in 2014? 1 Multi-channel marketing 1 Mobile (apps) 2 Healthcare professional networks 3 Closed loop marketing 4 Social media (use) 5 E-details (tablet detailing) 6 Use of data 7 Websites (disease awareness) 8 Games/gamification 9 Social media (listening) 10 Mobile (websites) 11 Websites (product) 12 Online search 13 Quantified self/self-tracking 14 Online advertising
  14. 14. Digital Futures > marketing priorities > social media > industry challenges @PMLiVEcom www.pmlive.com #pmlweb Q3: What areas of digital marketing do you think your company will focus on in 2014? 1 Multi-channel marketing 1 E-details (tablet detailing) 2 Healthcare professional networks 3 Closed loop marketing 4 Mobile (apps) 5 Websites (disease awareness) 6 Social media (use) 7 Websites (product) 8 Use of data 9 Social media (listening) 9 Mobile (websites) Q2: What areas of digital marketing would you like to make better use of in 2014? 1 Multi-channel marketing 2 E-details (tablet detailing) 2 Social media (use) 3 Mobile (apps) 4 Healthcare professional networks 5 Closed loop marketing 6 Use of data 7 Websites (disease awareness) 8 Websites (product) 9 Social media (listening) 10 Mobile (websites) 11 Online search 12 Games/gamification 13 Online advertising 15 Quantified self/self-tracking Q1: What areas of digital marketing would you like to make more use of in 2014? 1 Multi-channel marketing 1 Mobile (apps) 2 Healthcare professional networks 3 Closed loop marketing 4 Social media (use) 5 E-details (tablet detailing) 6 Use of data 7 Websites (disease awareness) 8 Games/gamification 9 Social media (listening) 10 Mobile (websites) 11 Websites (product) 12 Online search 13 Quantified self/self-tracking 14 Online advertising
  15. 15. Digital Futures > marketing priorities > social media > industry challenges Q3: What areas of digital marketing do you think your company will focus on in 2014? 1 Multi-channel marketing 1 E-details (tablet detailing) 2 Healthcare professional networks 3 Closed loop marketing 4 Mobile (apps) 5 Websites (disease awareness) 6 Social media (use) 7 Websites (product) 8 Use of data 9 Social media (listening) 9 Mobile (websites) 10 Online advertising 11 Games/gamification 12 Quantified self/self-tracking Q2: What areas of digital marketing would you like to make better use of in 2014? 1 Multi-channel marketing 2 E-details (tablet detailing) 2 Social media (use) 3 Mobile (apps) 4 Healthcare professional networks 5 Closed loop marketing 6 Use of data 7 Websites (disease awareness) 8 Websites (product) 9 Social media (listening) 10 Mobile (websites) 11 Online search 12 Games/gamification 13 Online advertising 15 Quantified self/self-tracking Q1: What areas of digital marketing would you like to make more use of in 2014? 1 Multi-channel marketing 1 Mobile (apps) 2 Healthcare professional networks 3 Closed loop marketing 4 Social media (use) 5 E-details (tablet detailing) 6 Use of data 7 Websites (disease awareness) 8 Games/gamification 9 Social media (listening) 10 Mobile (websites) 11 Websites (product) 12 Online search 13 Quantified self/self-tracking 14 Online advertising @PMLiVEcom www.pmlive.com #pmlweb
  16. 16. “Social media, but trying to understand how to gain real value from it rather than just doing it because it's there” Digital Futures > marketing priorities > social media > industry challenges @PMLiVEcom www.pmlive.com #pmlweb
  17. 17. Digital Futures > marketing priorities > social media > industry challenges @PMLiVEcom www.pmlive.com #pmlweb Q4: Which social media channel do you expect to find most valuable in 2014? 1 Healthcare professional networks 2 Twitter 3 LinkedIn 4 Blogging 5 Facebook
  18. 18. Digital Futures > marketing priorities > social media > industry challenges @PMLiVEcom www.pmlive.com #pmlweb Q4: Which social media channel do you expect to find most valuable in 2014? 1 Healthcare professional networks 2 Twitter 3 LinkedIn 4 Blogging 5 Facebook 6 YouTube 7 Google+ 8 Pinterest 9 Instagram 9 Tumblr
  19. 19. Digital Futures > marketing priorities > social media > industry challenges Q4: Which social media channel do you expect to find most valuable in 2014? 1 Healthcare professional networks 2 Twitter 3 LinkedIn 4 Blogging 5 Facebook 6 YouTube 7 Google+ 8 Pinterest 9 Instagram 9 Tumblr 10 Vine 11 Flickr @PMLiVEcom www.pmlive.com #pmlweb
  20. 20. Digital Futures > marketing priorities > social media > industry challenges Q4: Which social media channel do you expect to find most valuable in 2014? 1 Healthcare professional networks 2 Twitter 3 LinkedIn 4 Blogging 5 Facebook 6 YouTube 7 Google+ 8 Pinterest 9 Instagram 9 Tumblr 10 Vine 11 Flickr Q5: What will be the most important social media channels for your company to use in 2014? 1 Healthcare professional networks 2 Twitter 3 LinkedIn 4 Blogging 5 Facebook @PMLiVEcom www.pmlive.com #pmlweb
  21. 21. Digital Futures > marketing priorities > social media > industry challenges Q5: What will be the most important social media channels for your company to use in 2014? 1 Healthcare professional networks 2 Twitter 3 LinkedIn 4 Blogging 5 Facebook 6 YouTube 7 Google+ 8 Instagram 9 Tumblr 9 Flickr 11 Vine Q4: Which social media channel do you expect to find most valuable in 2014? 1 Healthcare professional networks 2 Twitter 3 LinkedIn 4 Blogging 5 Facebook 6 YouTube 7 Google+ 8 Pinterest 9 Instagram 9 Tumblr 10 Vine 11 Flickr @PMLiVEcom www.pmlive.com #pmlweb
  22. 22. Digital Futures > marketing priorities > social media > industry challenges @PMLiVEcom www.pmlive.com #pmlweb
  23. 23. Digital Futures > marketing priorities > social media > industry challenges @PMLiVEcom www.pmlive.com #pmlweb
  24. 24. “I hope this year’s trend will be integrating digital as part of overall brand strategy rather than executing it in isolation, as it generally is now ” Digital Futures > marketing priorities > social media > industry challenges @PMLiVEcom www.pmlive.com #pmlweb
  25. 25. Digital Futures > marketing priorities > social media > industry challenges Q6: What is the biggest challenge the industry will face with digital in 2014? Unclear strategy 30.5% Overly-restrictive external regulations 20.7% Gaining internal buy-in 17.2% Working within internal rules 15.5% Recruiting/retaining suitable staff 6.9% Lack of budget 6.3% Other 2.9% @PMLiVEcom www.pmlive.com #pmlweb
  26. 26. Digital Futures > marketing priorities > social media > industry challenges Q7: How do you expect your company's use of 'digital’ will compare to that of its peers in 2014 Better 54.6% The same 33.2% Worse 12.2% @PMLiVEcom www.pmlive.com #pmlweb
  27. 27. “What would I like to make better use of in 2014? Anything that’s useful and not just digital for the sake of being trendy” Digital Futures > marketing priorities > social media > industry challenges @PMLiVEcom www.pmlive.com #pmlweb
  28. 28. @PMLiVEcom www.pmlive.com #pmlweb
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