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Best Practices in Advancing         Customer MarketingInnovations in Engaging and Communicating with Health      Care Prov...
Business Issue and Corporate ChallengeTo overcome challenges in reaching all pharmaceutical customers today, savvy bio-pha...
List of Participating CompaniesThirty-five representatives from 25 companies participated in this research. Respondentswor...
Innovation Unit Known for Expertise and Execution  Within a number of benchmark companies, the innovation units tend to be...
Marketing Innovation Seems Focused on HealthCare Professionals and PatientsMany Innovation Units seem to focus their work ...
Marketing and Commercial Operations OverseeInnovation More than three-fourths of Innovation Units report to either the Mar...
Innovation Units Depend on Brands Teams andMarketing Departments for FundingNew innovation initiatives get nearly four-fif...
Industry Conferences Increase Knowledge forInnovation87% of companies state that staff attend industry conference with at ...
Global Marketing Responsible for InnovationIn 40% of the cases, Global Marketing is in charge of innovation.       Who has...
About Best Practices            Best Practices, LLC             6350 Quadrangle Drive, Suite 200,                   Chapel...
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Best Practices in Advancing Customer Marketing Innovations in Engaging and Communicating with Health Care Providers, Patients, Payers and KOLs Report Summary

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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.

Published in: Health & Medicine, Business
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Best Practices in Advancing Customer Marketing Innovations in Engaging and Communicating with Health Care Providers, Patients, Payers and KOLs Report Summary

  1. 1. Best Practices in Advancing Customer MarketingInnovations in Engaging and Communicating with Health Care Providers, Patients, Payers and KOLs Best Practices, LLC Strategic Benchmarking Research BEST PRACTICES, ® LLC
  2. 2. Business Issue and Corporate ChallengeTo 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 quicklyincorporate 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 BEST PRACTICES, ® LLC
  3. 3. List of Participating CompaniesThirty-five representatives from 25 companies participated in this research. Respondentswork in commercial operations with a focus to improving innovative access to corporateproducts. BEST PRACTICES, ® LLC
  4. 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) Page - 4 Copyright © Best Practices®, LLC BEST PRACTICES, ® LLC
  5. 5. Marketing Innovation Seems Focused on HealthCare Professionals and PatientsMany Innovation Units seem to focus their work to health care professionals andconsumers. 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% Page - 5 Copyright © Best Practices®, LLC BEST PRACTICES, ® LLC
  6. 6. Marketing and Commercial Operations OverseeInnovation 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% Page - 6 Copyright © Best Practices®, LLC BEST PRACTICES, ® LLC
  7. 7. Innovation Units Depend on Brands Teams andMarketing Departments for FundingNew innovation initiatives get nearly four-fifths of their funding from brand teams orfrom 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) Page - 7 Copyright © Best Practices®, LLC BEST PRACTICES, ® LLC
  8. 8. Industry Conferences Increase Knowledge forInnovation87% of companies state that staff attend industry conference with at least a semi-annual frequency in 71% ofthe cases.Does this units 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) Page - 8 Copyright © Best Practices®, LLC BEST PRACTICES, ® LLC
  9. 9. Global Marketing Responsible for InnovationIn 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) Page - 9 Copyright © Best Practices®, LLC BEST PRACTICES, ® LLC
  10. 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 Page - 10 Copyright © Best Practices®, LLC BEST PRACTICES, ® LLC

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