Technological advances have had a profound affect on communication in the biopharmaceutical work place, particularly external communications. While the Internet, e-mail and other communication vehicles have dramatically increased the ability to communicate externally, the abundance of platforms, tools and communicators has made it difficult to ascertain the preferred and most effective external communication tactics and strategies for the biopharma industry. Best Practices, LLC conducted this research to identify the most effective external communication strategies and tactics for the biopharma sector and how people best utilize various communication formats to achieve organizational objectives. This study explores the most effective and preferred channels and tools of external communication and the optimum frequency for external communications, from a biopharma perspective. Biopharma professionals who use and send external communications can use this study to identify the most effective external communication strategies and tactics and how people best utilize various communication formats to achieve organizational success.

1. Best Practices in Advancing
Customer Marketing
Innovations in Engaging and Communicating with Health
Care Providers, Patients, Payers and KOLs
Best Practices, LLC Strategic Benchmarking Research
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®
LLC

2. Business Issue and Corporate Challenge
To overcome challenges in reaching all pharmaceutical customers today, savvy bio-
pharmaceutical company leaders must embrace innovation in their marketing programs.
This report identifies how companies structure, staff and organize to find, use and quickly
incorporate innovative practices to improve marketing across all customer groups.
Research Objectives:
This report identifies the organizational structures, roles, processes and mechanisms that
biopharmaceutical companies have in place (or have in development) to promote and enable
innovation and excellence in Customer Marketing.
Customers include:
Health Care Professionals Consumers
KOLs Payers
Marketing emphasis is on understanding and maximizing opportunities in:
Where/how customers receive information today?
Where and how our customers will receive information in the future?
How to best engage and interact customers now and in the future?
INFORM Research Outcome
Field Research & Insight Development:
Results based on survey responses from 35 Improve Delivery of
biopharmaceutical, and medical device Information to Diverse
executives. Six were interviewed
Customer Base
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3. List of Participating Companies
Thirty-five representatives from 25 companies participated in this research. Respondents
work in commercial operations with a focus to improving innovative access to corporate
products.
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4. Innovation Unit Known for Expertise and Execution
Within a number of benchmark companies, the innovation units tend to be identified
for their expertise and ability to execute on activities and tactics that are required.
What is this unit most known for within the company?
% of Companies
Innovation,
Other, 20% 20%
Other include:
•Process
•Planning and Strategy
•traditional brand marketing
Execution, 28%
•The go-to for advocacy
Expertise, 32%
group relationships
•Technology, service,
total solutions
(n=25)
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5. Marketing Innovation Seems Focused on Health
Care Professionals and Patients
Many Innovation Units seem to focus their work to health care professionals and
consumers. That leaves great opportunities to work with other customer segments,
such as advocacy and payer organizations.
Please indicate for which markets this unit is responsible for marketing innovation and excellence.
% of Companies
Health Care Professionals-This
Unit/Department
80%
Consumers-This Unit/Department 72%
Hospitals-This Unit/Department 52%
Payors-This Unit/Department 48%
Advocacy Groups-This
44%
Unit/Department
(n=25)
Other-This Unit/Department 8%
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LLC

6. Marketing and Commercial Operations Oversee
Innovation
More than three-fourths of Innovation Units report to either the Marketing or
Commercial Operations division of the company.
Where does this unit report? (e.g. Marketing, Commercial Operations, Technology)
% of Companies
Stand alone SBU
Managed Markets
reporting to CEO,
and Healthcare
4%
Solutions, 4%
Geographic Head,
4%
Department
directors, 4%
Sales, 4% Marketing, 48%
Member of Board,
4%
Commercial
(n=25) Operations, 28%
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7. Innovation Units Depend on Brands Teams and
Marketing Departments for Funding
New innovation initiatives get nearly four-fifths of their funding from brand teams or
from marketing departments.
Where does funding come from for new initiatives?
% of Companies
Brand budgets 41%
Overall
marketing 37%
budget
Project/capital
11%
budgets
Other includes:
•Solutions Budget
Other 11% •Budget Core Innovation Team
(n=17)
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LLC

8. Industry Conferences Increase Knowledge for
Innovation
87% of companies state that staff attend industry conference with at least a semi-annual frequency in 71% of
the cases.
Does this unit's staff attend industry conferences? If yes, then how often?
Attending Industry Frequency of Conferences
Conferences
0% 10% 20% 30% 40%
No, 13%
Semi-annually 36%
Quarterly 21%
Monthly 14%
Annually 14%
Yes, 87% Other 14%
(n=14)
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9. Global Marketing Responsible for Innovation
In 40% of the cases, Global Marketing is in charge of innovation.
Who has primary responsibility for innovating and achieving excellence in Customer
Marketing?
% of Companies
Global Marketing 40%
Therapeutic Marketing 20%
Cross-Organizational Forum/Team 20%
Consumer Marketing 10%
Other 10%
(n=10)
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10. About Best Practices
Best Practices, LLC
6350 Quadrangle Drive, Suite 200,
Chapel Hill, NC 27517
www.best-in-class.com
Telephone: 919-403-0251
best@best-in-class.com
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LLC