Digital Marketing Excellence: Brand Relationships, Analytics and Data Governance

STUDY OVERVIEW

Faced with a rapidly evolving healthcare environment, biopharmaceutical companies are relying on innovative digital marketing strategies to effectively reach out to customers throughout the product lifecycle. This research examines how pharmaceutical companies optimize their digital service delivery to support internal customers and nurture strong digital-brand partnerships. The study also explores the use of analytics for better digital marketing insights and current approaches to data governance within the pharma sector.

The study will help digital marketing leaders better understand the utilization of mobile tools to improve customer engagement and sales force effectiveness, the deployment of advanced analytics for better targeting and performance, and the current state of data governance in pharma.

This study delivers segment perspectives on large, mid-cap and small companies as well as global vs. U.S.-only companies.


KEY TOPICS

• Study Overview
• Key Findings & Trends
• Building Strong Brand Relationships
• Deploying Advanced Analytics
• Steps Toward Greater Data Governance Effectiveness

• Effective brand relationship building activities
• Lessons learned for supporting new product launches
• Mobile / “second screen” activities significantly impacting market and customers
• Impact of various activities in supporting field teams using iPads or other tablets
• Analytics team structure
• Innovative digital analytics approaches
• High impact analytics
• Data governance standards
• Tactics for promoting adherence to data governance standards
  

• Digital Groups Are Becoming Savvier Brand Partners: Compared with 2013 benchmark data, DM groups are taking more steps to effectively support Brand team customers. Today, DMers train traditional marketers more often (80% of companies vs. 65% in 2013), are more active on joint committees (77% vs. 73%) and are much more likely to engage in co-hiring decisions for new marketing hires (63% vs. 35%).

• Data Governance Responsibility Rarely Owned by Digital or Analytics Team: Responsibility for data governance appears fractured across a host of different groups. Data governance is most often driven by Function Leadership (at 26% of companies) or IT / MIS (26%). An analytics group, whether Digital team-affiliated or not, leads data governance at just 23% of companies.

Best Practices, LLC engaged 48 Digital Marketing leaders at 42 companies through a benchmarking survey instrument. Representatives from 8 companies participated in deep-dive interviews.

Industries Profiled:
Pharmaceutical; Marketing; Diagnostic; Health Care; Consumer Products; Biotech; Biopharmaceutical; Clinical Research; Laboratories; Medical Device; Science


Companies Profiled:
Teva Pharmaceutical Industries Ltd; Triplefin; Chiesi; biokit; Abbott; Precision Therapeutics; Abbvie; Meridian Bioscience; Merck; Vivus; Bayer Healthcare; MD Outlook; Sanofi; Pfizer; Takeda Pharmaceuticals; Roche; Boehringer Ingelheim; GlaxoSmithKline ; Amgen; Novo Nordisk; Covidien; LEO Pharma; Biogen Idec; Olympus Corporation; Eisai; Mylan; UCB Pharma; Ferring Pharmaceuticals; Lundbeck; Catalent Pharma Solutions; Astellas; CSL Behring; Ranbaxy; Galderma; Boston Scientific; Edward Lifesciences; Purdue Pharma; Nektar Therapeutics; Merial; Genomic Health; Cochlear; Haemonetics Corporation

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