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Page | 1
Key Trends & Innovative Activities
in Biopharma Digital Marketing
Best Practices, LLC Strategic Benchmarking Rese...
Page | 2
Table of Contents
 Executive Summary pp. 3-9
• Research Overview p. 3
• Key Findings & Insights p. 6
 Detailed ...
Page | 3
Field Research & Insight Development:
Best Practices, LLC engaged 39 digital marketing
leaders at 30 companies t...
Page | 4
Data Segmentations & Acronyms Used in this Study
Data Segments:
 Large Company: Annual revenue of > $10 billion
...
Page | 5
Universe of Learning: 30 Top Companies Contributed to this Research
This research engaged 39 digital marketing le...
Page | 6
The following key findings and insights emerged from this study.
Page | 6
Key Findings
 High-Performing Mobile C...
Page | 7
Universe of Learning: Insights Drawn from Host of Biopharma Experts
Q. What is your current job title?
N=39
Parti...
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USA &
Canada, 54%
Asia-Pacific,
21%
Europe, 15%
Latin America,
5%
Other, 5%
Benchmark Research Reflects Digital P...
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104
111
129
132
139
154
188
190
195
Social media engagement
Advanced analytics & predictive modeling
2-way online...
Page | 10
High-Performing Mobile Campaigns Have Delivered an Average of 17% ROI
Q. What is the highest level of return on ...
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4%
4%
8%
8%
17%
17%
21%
21%
29%
63%
50%
83%
38%
79%
38%
25%
13%
29%
13%
4%
8%
4%
4%
4%
4%
4%
50%
50%
29%
38%
42%...
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12%
18%
24%
29%
65%
76%
Shared games / maps / tools / visualizations
Highly active Twitter accounts
Clinical dev...
Page | 13
Best Practices®, LLC is an internationally recognized thought leader in the field of best practice
benchmarking®...
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Biopharma Digital Marketing: Innovation Hotspots, Mobile Targeting, Physician Engagement and Maximizing Social Media Presence

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Rapid technological advancements and changing market dynamics have transformed the way bio-pharmaceutical companies interact and engage with a diverse set of customers.

Best Practices, LLC undertook benchmarking research to analyze the hotspots in digital and multi-channel innovation in the healthcare space. This study highlights key trends in the successful education and engagement of customers across online channels. It also delivers benchmarks around assessing the impact, effectiveness, and ROI of leading digital marketing activities.

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

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Biopharma Digital Marketing: Innovation Hotspots, Mobile Targeting, Physician Engagement and Maximizing Social Media Presence

  1. 1. Page | 1 Key Trends & Innovative Activities in Biopharma Digital Marketing Best Practices, LLC Strategic Benchmarking Research & Analysis
  2. 2. Page | 2 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  About Best Practices, LLC p. 49
  3. 3. Page | 3 Field Research & Insight Development: Best Practices, LLC engaged 39 digital marketing leaders at 30 companies through a benchmarking survey instrument. Research participants worked in such functions as digital, multichannel marketing, business excellence & intelligence, marketing, and sales. • Identify innovative digital marketing approaches in healthcare • Assess the impact, effectiveness, and ROI of new leading activities • Capture insights for implementing innovative programs Research Objectives & Methodology Research Objectives:  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 analyzes “hotspots” in digital and multichannel innovation, including:  Mobile  Social media  Dynamic content  Advanced customer insights Business Objective: This research examines the innovative programs and activities being implemented by high-performing digital marketing teams in the healthcare space. This benchmark study identifies and evaluates key trends in the successful education and engagement of customers across online channels. :  Electronic health records (EHRs)  Wearable devices  Campaign automation  Digital customer service
  4. 4. Page | 4 Data Segmentations & Acronyms Used in this Study Data Segments:  Large Company: Annual revenue of > $10 billion (US) in 2014  Medium & Small Company: Annual revenue <$10 billion (US) in 2014  Centralizing DM Team: Any respondent company where the digital marketing function is becoming more centralized in structure (e.g., housed in a designated DM group, multichannel group, or Center of Excellence)  De-centralizing DM Team: Any respondent company where the digital marketing function is becoming less centralized in a single structure or group (e.g., DM is embedded within individual brands, units or therapy areas)  Brand-Aligned DM Teams: Any respondent company where digital marketing capability is a mix of both centralized teams & individual brand teams or business units  Digital Is Part of MCM: Any respondent company digital marketing capability resides within a centralized multichannel marketing group or Center of Excellence 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  MCM – multichannel marketing  ROI – return on investment  SEO – search engine optimization  SM – social media
  5. 5. Page | 5 Universe of Learning: 30 Top Companies Contributed to this Research This research engaged 39 digital marketing leaders from 30 leading pharmaceutical, biotech, and life sciences companies. Thirteen study participants represent large pharma organizations, while the remaining benchmark class represent medium or small companies. Benchmark Class: Large Companies (Revenue > $10 Billion US in 2014) Medium & Small Companies (Revenue < $10 Billion US in 2014)
  6. 6. Page | 6 The following key findings and insights emerged from this study. Page | 6 Key Findings  High-Performing Mobile Campaigns Have Delivered an Average ROI of 17%: For their most successful mobile programs, healthcare digital teams have been able to show an average return of 17% on investment. Median ROI for signature mobile campaigns was 7%. While one group has exceeded a 100% return, others have been yet unable to credibly demonstrate any return.  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. Sixty-five percent 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.
  7. 7. Page | 7 Universe of Learning: Insights Drawn from Host of Biopharma Experts Q. What is your current job title? N=39 Participant Job Titles: C-Suite/VP, 5% Director, 33% Manager, 38% Lead/Head, 13% Other, 13% *Other research participants: Business Analyst, Digital Project Specialist, Assistant, Senior Territory Business Executive * This research features quantitative insights from a wide range of leaders from the digital marketing function. Roughly half of respondents serve at the VP or director level, or as heads of digital units.
  8. 8. Page | 8 USA & Canada, 54% Asia-Pacific, 21% Europe, 15% Latin America, 5% Other, 5% Benchmark Research Reflects Digital Practices around the Globe N=39 Country: *Other countries represented: Saudi Arabia, Russia * Q. In what country or region are you currently located? Study participants provide digital services to major markets around the world. More than half serve the US and Canada, with strong representation from both the Asia-Pacific and European markets.
  9. 9. Page | 9 104 111 129 132 139 154 188 190 195 Social media engagement Advanced analytics & predictive modeling 2-way online community engagement SEO & online advertising Mobile E-marketing Internal training & skills development (e.g., iPad field support) Dynamic content & other collateral building Websites Improved Dynamic Content a Key Development in 2015 DM Picture Q. Which of the following common digital activities have had the greatest positive impact on engaging and influencing your customers? Ranking the Impact of Digital Activities: N=35 = Key focus area of this deliverable This research deliverable analyzes a host of innovative activities in biopharma digital marketing, highlighted in red against other core areas below. A rapid improvement in the deployment of dynamic content is one notable trend, while companies have made slow but steady strides in social, analytics, and mobile engagement. Research Note: The above scores represent a weighted average based upon survey participants’ rank order of impact of various digital activities. Higher scores indicate higher impact ranking for a particular digital channel or activity area.
  10. 10. Page | 10 High-Performing Mobile Campaigns Have Delivered an Average of 17% ROI Q. What is the highest level of return on investment you have been able to clearly demonstrate for any specific tactic, campaign, or activity associated with your mobile programs? N=10-11 ROI for Mobile Programs: 10% 17% 7% 1% 75th Percentile Mean Median 25th Percentile Greatest Digital Success Story in Last 12 Months: “We leveraged MCM capabilities to increase market share & FF customer access." -Multichannel Lead Three-fourths of small and mid-sized companies that are leveraging the growing use of mobile among physicians and other customers to analyze usage patterns. Armed with these critical insights, many digital teams create high-impact point-of-care resources that sync with other popular applications.
  11. 11. Page | 11 4% 4% 8% 8% 17% 17% 21% 21% 29% 63% 50% 83% 38% 79% 38% 25% 13% 29% 13% 4% 8% 4% 4% 4% 4% 4% 50% 50% 29% 38% 42% Twitter YouTube Company or product websites SEO & paid search E-marketing Online community interactions Digital presentations Point of care applications (e.g., Epocrates) Highly effective Effective Ineffective Highly ineffective NA (not active in this area) Point of care applications Top 3 HCP Channels: Point-of-Care Apps, ePresentations & eMarketing Q. How effective are each of the following channels for informing and engaging physicians about new therapies? N=24 % Respondents Effective Channels for Reaching Physicians: The top channels for informing and engaging physicians appear to be point-of-care apps (highly effective, a growth opportunity for many orgs), digital presentations (96% effectiveness rating), and e-marketing (91% effectiveness rating). Search and website activities are somewhat effective for most companies.
  12. 12. Page | 12 12% 18% 24% 29% 65% 76% Shared games / maps / tools / visualizations Highly active Twitter accounts Clinical development news and trial publicity / recruitment Sponsored discussion Facilitated peer-to-peer interaction Social listening and data collection Social Media Listening & Data Collection Used by 76% of Social Marketers Q. How has your DM group made use of social media over the past year? N=17 % Respondents Innovative Use of Social Media: To succeed with social media, biopharma companies must listen openly to customers and interact on their terms. Not surprisingly, the most prevalent SM tactics include social listening and data collection (76% of organizations) and facilitated peer-to-peer interactions (65%). A more traditional “push” approach to branding, such as a highly active Twitter account, is less common.
  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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