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Best Practices, LLC Strategic Benchmarking Research & Analysis for CSL Behring
Page | 1
Best Practices, LLC Strategic Benc...
Page | 2
Table of Contents
 Executive Summary pgs. 3-10
 Research Overview pg. 3
 Participating Companies pg. 5
 Key R...
Page | 3
Research Overview: Objectives & Methodology
Elite healthcare organizations are investing more than ever in digita...
Page | 4
Data Segmentations & Acronyms Used in this Study
Data Segments:
 Large Company: Annual revenue of > $10
billion ...
Page | 5
Universe Of Learning: 24 Companies Participated in Study
This study engaged 31 digital, multichannel marketing an...
Page | 6
Key Findings
Few of the key findings and insights that emerged from this study:
 Driving revenue growth is #1 ob...
Page | 7
Q. How important is each of the following objectives to the future of your digital marketing function?
(Please ra...
Page | 8
Q. What level of ROI have you been able to measure for the following digital activities in your company?
ROI for ...
Page | 9
Q. How effective are each of the following performance metrics for assessing social media impact?
Effective Socia...
Page | 10
Engagement Channel
Branded Websites
Non-Branded Websites
Email Marketing
Social Media
HCP Engagement
Best Digita...
Page | 11
Q. Which of the following mobile app program milestones have you achieved in the past year?
State of Play for He...
Page | 12
Q. Please provide the following information, which will be used for classification purposes and to ensure that y...
Page | 13
Best Practices®, LLC is an internationally recognized thought leader in the field of best practice
benchmarking®...
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Benchmarking Digital Marketing ROI, Performance Measurement and Mobile Engagement

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Several bio-pharma organizations are investing more in digital marketing to gain customer insights, build better relationships, leverage online media and grow revenue. However, with greater investment, Digital Marketers are also experiencing more pressure than ever before to deliver results.

Best Practices, LLC undertook this study to understand how savvy bio-pharma digital marketers are using new tools and tactics to measure performance and ROI for key channels, reduce cost, raise sales force effectiveness and the key trends in mobile customer engagement.

Download Full Report: http://bit.ly/2cw4qcc

Published in: Healthcare
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Benchmarking Digital Marketing ROI, Performance Measurement and Mobile Engagement

  1. 1. Best Practices, LLC Strategic Benchmarking Research & Analysis for CSL Behring Page | 1 Best Practices, LLC Strategic Benchmarking Research & Analysis Optimizing Biopharma Digital Marketing: Insights to Improve Digital ROI, Performance Measurement, Field Force Support & Mobile Engagement
  2. 2. Page | 2 Table of Contents  Executive Summary pgs. 3-10  Research Overview pg. 3  Participating Companies pg. 5  Key Research Findings pgs. 7-10  Optimizing Digital Operations pgs. 11-17  Digital Investment Trends & Hotspots  Insights for Reducing Costs  Enhancing Field Support & Impact  Improving Performance Measurement & Cross-Channel Attribution pgs. 18-35  Measuring Digital ROI for Key Activities  Effective Metrics, KPIs and MCM Attribution Approaches  Gathering Critical Customer Data & Developing Marketing Insights  Achieving High-Impact Mobile & Digital Health Engagement pgs. 36-43  State of Play for Mobile Engagement  High-ROI Programs  Mobile Tools for Educating Customers & Improving Health  Study Participant Data pgs. 44-49  About Best Practices, LLC pgs. 50-51
  3. 3. Page | 3 Research Overview: Objectives & Methodology Elite healthcare organizations are investing more than ever in digital marketing to learn about their customers, build better relationships, leverage effective online media, and grow revenue. This research examines a host of key operational benchmarks required to achieve best-in-class performance in digital marketing in the healthcare sector, and foster a stronger digital culture throughout the organization. Topics Covered: Research Methodology Research Overview  Improving Digital Operations:  Reducing Digital Cost  Improving Sales Force Effectiveness  Assessing Performance, ROI, and Use of Data and Analytics:  Measuring Digital ROI  Effective Performance Metrics  Top Attribution Approaches Used for Measuring Value  KPIs for HCP Engagement  Mobile Engagement & Digital Health:  Use of Mobile Apps & Their Role in Decision Making  Use of Mobile Apps in Digital Health & Digital Medicine  Best Practices, LLC engaged 31 digital marketing leaders at 24 companies through a benchmarking survey instrument.  Research participants work in such functions as digital, multichannel marketing, business excellence and intelligence, marketing, and sales.  This benchmarking deliverable is part of a series of Best Practices’ studies designed to examine Digital Marketing performance excellence in the healthcare industry.  This study will provide critical insights into how savvy biopharma digital marketers are using new tools and tactics to reduce cost, raise sales force effectiveness, measure performance and ROI for key channels, and critical trends in mobile customer engagement.
  4. 4. Page | 4 Data Segmentations & Acronyms Used in this Study Data Segments:  Large Company: Annual revenue of > $10 billion (US) in 2015  Medium & Small Company: Annual revenue <$10 billion (US) in 2015 To help distill the most precise and relevant benchmark insights, several data segments were used in this study. Definitions of these data segments, as well as other research terms and acronyms used throughout this research, are provided below. Key Terms & Acronyms:  DM – digital marketing  EHR – electronic health record(s)  HCP – healthcare provider  KPI – key performance indicator  MCM – multichannel marketing  ROI – return on investment  SEO – search engine optimization  SM – social media
  5. 5. Page | 5 Universe Of Learning: 24 Companies Participated in Study This study engaged 31 digital, multichannel marketing and other commercial leaders from 24 leading healthcare organizations. Nearly 70% of participants serve at the level of director or above. Benchmark Class:
  6. 6. Page | 6 Key Findings Few of the key findings and insights that emerged from this study:  Driving revenue growth is #1 objective for healthcare digital marketers: According to surveyed digital marketers, the top-ranked goals to ensure to the long-term success of the digital marketing function are to: 1) drive revenue growth; 2) raise customer engagement and satisfaction; and 3) increase customer access and marketing reach. Though important, objectives like raising value beyond the pill/product, growing internal digital capability, lowering total marketing costs to the organization and leading product strategy are all more marginal goals.  Top-rated digital marketing performance metrics by effectiveness, per benchmark ratings, include:  Branded websites: Conversions  Non-branded websites: Engagement  Mobile: Engagement  SEO & SEM: Volume driven  Email marketing: Reach  HCP campaign measurement: 1) Proportion of HCPs using digital channels vs. offline channels, 2) Churn rate, 3) Customer satisfaction / net promoter score  Social media platforms: 1) Conversions, 2) “Influencer” data, 3) Clicks from shares  Biopharma mobile footprint now includes regularly updated physician and patient applications: Close to two-thirds of benchmark DM teams have produced physician-oriented mobile applications, with 59% having also created patient-oriented apps and 23% creating apps for other customers (e.g., payers, KOLs). Mobile apps for core customer groups, sustained by regular updates to ensure relevance, have achieved solid uptake, with a high percentage of leading apps having succeeded in garnering more than 1,000 downloads. Digital health apps that may require FDA approval have been launched by 15% of companies; electronic health record-related apps are more rare (4%).
  7. 7. Page | 7 Q. How important is each of the following objectives to the future of your digital marketing function? (Please rank order) Top-Ranked Goals for Digital Marketing Function: The top-ranked goals essential to the long-term success of the digital marketing function are to: first, drive revenue growth; second, raise customer engagement and satisfaction; and third, increase customer access and marketing reach. Lowering total costs and leading strategy are more marginal goals. Driving Revenue Growth Is #1 Objective for Healthcare Digital Marketers 145 139 116 99 98 66 61 Drive revenue growth & product uptake (traditional product-based business model) Raise customer engagement and satisfaction Increase access to customers & marketing reach Enhance value beyond the pill (service-based model) Grow digital capability throughout the organization Lower overall marketing costs Lead product strategy N=26 Note: Score is a weighted calculation. Items ranked first are valued higher than the following ranks, the score is the sum of all weighted rank counts. 27% 3% 17% 3% 7% 0% 0% % respondents ranking #1 #1 #2 #3 #4 #5 #6 #7
  8. 8. Page | 8 Q. What level of ROI have you been able to measure for the following digital activities in your company? ROI for Digital Activities: Though few companies consistently achieve high ROI across the board, almost half of companies can point to some level of “hard ROI” (i.e., revenue growth or cost reduction) in SEO programs, online ads, field support, analytics & forecasting, and data assimilation. Email marketing (72%), websites (65%), content (64%), and mobile (52%) all produce some ROI for DM teams, but often only anecdotally. Highest ROI Levels Come in SEO/Online Ads & Field Support % respondentsN=26 4% 4% 4% 4% 13% 12% 8% 4% 20% 29% 40% 20% 19% 33% 40% 28% 36% 28% 25% 16% 44% 42% 21% 16% 36% 8% 4% 4% 8% 8% 4% 4% 4% 8% 52% 44% 38% 32% 28% 31% 29% 28% 20% Social media engagement Mobile Data gathering, assimilation & CRM systems Analytics, forecasting activities & predictive modeling Digital content & collateral building Websites Field support (sales, MSL teams) SEO & online advertising Email marketing*Highest combined “hard” + “soft” ROI *Highest combined “hard” ROI only High ROI (revenue growth or cost reduction) Some ROI (anecdotal evidence) Not Clear Zero ROI Some ROI (revenue growth or cost reduction)
  9. 9. Page | 9 Q. How effective are each of the following performance metrics for assessing social media impact? Effective Social Media Metrics: After “conversions” (which 46% deem highly effective), tracking “influencer” data is seen as a critical metric to assess strong performance across social media communities. “Share rate,” which measures the degree to which users find content compelling enough to highlight, is rated at least somewhat effective by 62% of benchmark respondents. “Influencer” Data Is 2nd-Most Effective Social Media Performance Metric % respondents 46% 35% 19% 12% 8% 12% 19% 35% 50% 46% 8% 8% 4% 35% 46% 38% 38% 42% Conversions/ sign- ups/ downloads Influencer data (profiles/ types who drive others to interact or convert) Clicks resulting from shares Share rate Shares / likes Highly effective Somewhat effective Ineffective NA (don’t use) N=26
  10. 10. Page | 10 Engagement Channel Branded Websites Non-Branded Websites Email Marketing Social Media HCP Engagement Best Digital KPI to Standardize* Best KPIs to Standardize across Brands: Conversions, Customer Satisfaction Score DM teams who standardize KPIs across the brands they support show better able to identify, deliver and measure value. Based on the usage and success ratings of high-performing companies, the following set of metrics provide a starting point for effectively standardizing performance measurement in each of the following engagement channels. *Based on top-rated performance metrics according to companies with partial or full standardization of digital KPIs across brands
  11. 11. Page | 11 Q. Which of the following mobile app program milestones have you achieved in the past year? State of Play for Healthcare Mobile Applications: Close to two-thirds of benchmark DM teams have created physician-oriented mobile applications, with 59% having also created patient-oriented apps and 23% creating apps for other customers (e.g., payers, KOLs). A high percentage of those who have launched mobile apps have succeeded in garnering more than 1,000 downloads. Digital health and electronic health record-related apps are currently rare. For >50%, Mobile Footprint includes Physician & Patient Apps with Regular Updates % respondentsN=27 4% 15% 23% 42% 59% 59% 63% 100% 96% 85% 77% 58% 41% 41% 37% Created a point-of-care app that complemented Medscape, Sermo or similar physician resource Created a point-of-care app that complemented an Electronic Health Record system or Personal Health Record Created a “digital health" app that required FDA approval Designed a mobile app for other customers Garnered more than 1,000 downloads for a single app Designed a mobile app for patients Updated an app regularly Designed a mobile app for physicians Yes No, never
  12. 12. Page | 12 Q. Please provide the following information, which will be used for classification purposes and to ensure that you receive a copy of the full study deliverable. Participant’s Job Title: This research features quantitative and qualitative insights from a wide range of leaders from the digital marketing function. More than half of respondents serve at the VP or director level, or as heads of digital units. Universe of Learning: Insights Drawn from Host of Digital Leaders N=30 *Other: Lead Marketing Operations (2) AVP/SVP/VP 10% Director/ Global Director 23% Associate/Executive Director 17% Global Head/Head 17% Sr. Manager/ Manager 20% Other 13% * % respondents
  13. 13. Page | 13 Best Practices®, LLC is an internationally recognized thought leader in the field of best practice benchmarking®. We are a research, consulting, benchmark database, publishing and advisory firm that conducts work based on the simple yet profound principle that organizations can chart a course to superior economic performance by leveraging the best business practices, operating tactics and winning strategies of world-class companies. 6350 Quadrangle Drive, Suite 200 Chapel Hill, NC 27517 (Phone): 919-403-0251 www.best-in-class.com Learn More About Our Company:

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