Best-in-Class Pharma Digital Marketing Performance: Core Services, Speed, Spend & Structure

Study Snapshot

Best Practices, LLC engaged 39 digital marketing leaders from 30 leading pharmaceutical, biotechnology, and life sciences companies. 13 study participants represent large pharma organizations, while the remaining benchmark class represent medium or small companies.

Key Findings

1. Digital Marketing Is Administered by Increasingly Complex Function:

· Hybrid functions are most common: As the scale and complexity of biopharma digital marketing grows, companies are using multi-tiered delivery structures to meet the needs of diverse internal customers. Almost half (48%) of benchmark companies use a hybrid DM structure, where activities are divided between centralized and brand teams. Fully centralized (5%) or decentralized structures (18%) are now rare.

• Research Overview p. 4
• Key Findings & Insights p. 7

• Detailed Research Findings p. 12
  

  1. Foundational Benchmarks p. 13
  Digital Marketing Structure
  Funding Model

  2. Achieving Multichannel Excellence p. 20
  Multichannel Maturity Benchmarks
  Speed to Execute Key Services
  Syncing Channel Service Strategy
  Fostering Digital Culture across the Organization
  

  3. Digital Investment Trends p. 36
  Budget
  Staffing