The document summarizes the results of a survey of digital marketing practices in the pharmaceutical industry. Key findings include: 1) 40% of respondents said their top challenge was being innovative and creative, while 33% cited internal barriers to embracing digital. 2) While 27% had a defined digital strategy, 67% were still evolving their strategy and 6% had no strategy. Similarly for mobile, 7% had a defined strategy versus 53% evolving and 40% with no strategy. 3) Most respondents (73%) planned to increase digital marketing spend in 2013 versus maintaining (27%) or reducing (0%) spend.

1. Pharma Digital Marketing Survey 2013
January 2013
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2. Pharma Digital Marketing Survey 2013
The Question:
What in your opinion is the No.1 challenge for marketers
in the pharma industry for 2013?
40% of respondents said being innovative and creative was their No1 challenge
33% felt Internal organisational structure embracing digital was their biggest challenge
20% felt pharma regulations were the biggest challenge
Only 7% felt the reduction of marketing budget was a challenge for 2013
20% Internal Organisational Structure
40%
7% Being Innovative & Creative
Reduction of Budget
33%
Pharma Regulations
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3. Pharma Digital Marketing Survey 2013
The Question:
Does your organisation currently have a defined Digital Strategy?
27% of respondents have a defined digital strategy
67% said that the strategy was evolving
6% had no defined strategy
80 67%
60
40 27%
20 6%
0
Have a Defined Digital Strategy was Evolving No Defined Strategy
Strategy
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4. Pharma Digital Marketing Survey 2013
The Question:
Does your organisation currently have a defined mobile Digital Strategy?
7% of respondents have a defined mobile digital strategy
53% said that the mobile strategy was evolving
40% had no defined mobile digital strategy
7%
40% Defined Digital Mobile Strategy
53% Mobile Strategy Evolving
No Defined Mobile Digital Strategy
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5. Pharma Digital Marketing Survey 2013
The Question:
Which digital activities do you plan for 2013?
Website Design and Optimisation – 19% Plan activity in this area
E-Newsletters – 12% Plan Email marketing for 2013
Webinar – 16% of pharma marketers plan to use webinar in 2013
Digital Advertising (Adwords/Banner Ads) – 15% will use digital advertising
38% of marketers will use other activities including apps, social media and video
19% Website Design and Optimisation
E-Newsletters
38%
12% Webinar
Digital Advertisers
15% 16% Other - Apps, Social Media, Video
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6. Pharma Digital Marketing Survey 2013
The Question:
12%
Evaluate the following statements: 22%
66%
The majority of my target audience uses the web for work purposes
66% of marketers agreed the majority of their target audience use the web for work purposes
22% are neutral
12% disagreed
I can measure my return on Investment better with Digital Marketing versus traditional
53% agreed that ROI was easier to measure online
47% are neutral 47% 53%
0% disagree
I can engage my audience for less investment with Digital Marketing
46% of marketers agreed that customer engagement cost less online
44% are neutral 10%
10% disagreed 44% 46%
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7. Pharma Digital Marketing Survey 2013
The Question:
Do you currently use social media sites for business purposes?
33% are of Irish pharma marketers are currently using social media for business purposes
67% are not
33%
Using Social Media
67%
Not Using Social Media
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8. Pharma Digital Marketing Survey 2013
The Question:
What % of the marketing budget was spent on Digital Marketing in 2012?
86% of marketers digital budget was less than 20% of overall budget in 2012
7% spent between 21%-40% of budget on digital activities in 2012
7% spent between over 40% of overall budget on digital in 2012
7% 7%
Less than 20% 21%-40%
Over 40%
86%
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9. Pharma Digital Marketing Survey 2013
The Question:
What change will you make to your Digital Marketing spend in 2013?
27% Plan to maintain their current level of digital spend in 2013
73% of marketers plan to increase spend in digital in 2013
No marketer plans to reduce digital budgets in 2013
27%
Maintain Their Current Spend
73% Increase of Spend
© PromoZoo Limited 2013