|Publication Date||March 2014|
|Charts / Graphics||118|
Top Reasons to Read This Pharmaceutical Digital Marketing Report
Measure and Demonstrate ROI for Digital Campaigns: The landscape for pharmaceutical digital marketing is changing rapidly. But some companies still lag behind the curve when it comes to utilizing this powerful communication channel. Often, the inability to demonstrate return on investment prevents companies from pursuing more robust pharmaceutical digital marketing strategies. This study aims to solve that challenge for pharmaceutical executives with detailed benchmarks and analysis on ROI and ROE. The report examines the groups involved and the timelines necessary for companies to collect data and analyze initiatives’ ROI. It also includes best practices for combining formal ROI and ROE studies to connect return of pharmaceutical digital marketing initiatives to increased sales and achieve stakeholder buy-in.
Anticipate Consumer Needs and Reach Them Through Pharmaceutical Digital Marketing Channels: In this day and age, virtually no one is without a cell phone nearby. Drug and device companies are investing frequently in mobile apps and social media channels to tap into our increasingly digital environment. Surveyed companies are using social media target patients. Furthermore, 80% of companies use mobile applications to target physicians. Stay ahead of the curve with the strategic recommendations and insights contained in this report. They will help you navigate current and future social media marketing and mobile application trends.
Establish a Balanced Marketing Media Mix that Incorporates Pharmaceutical Digital Marketing Channels: Among surveyed companies, some differences on how to focus a pharmaceutical digital marketing strategy emerged. The analysis in this report will guide marketing teams in their understanding of how significant a role digital channels should play in the overall media mix. The report includes benchmarks for companies’ annual media mixes from 2012 through 2014. The data show growth in digital channels — such as social media and mobile apps — in companies’ media mixes since last year.
Key Questions This Study Answers
- How do companies measure ROI for digital marketing initiatives?
- How can drug and device companies use digital marketing to best reach consumers?
- What percentage of companies’ marketing media mixes do digital campaigns represent?
- What groups should be involved in strategy development for the digital team?
- What kinds of apps have shown success for biopharmaceutical companies?