Digital Marketing Excellence: Lifecycle Strategy & Staffing Levels

STUDY OVERVIEW

As Digital Marketing strategies and tactics evolve, companies are adjusting their digital marketing approaches to reach customers not only during launch but throughout the product lifecycle as well. Likewise, pharmaceutical organizations are continually fine-tuning their staffing for Digital Marketing teams to reflect marketplace and lifecycle needs.

This research identifies current trends in Digital Marketing utilization during the product lifecycle. The study also contains insights on Digital team staffing, including current headcount benchmarks and anticipated future staffing levels. It also examines staffing across key Digital team activities.

This study provides 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
• Trends in Digital Lifecycle Marketing
• Digital Marketing Staffing Insights

• Stages of the product lifecycle when online community engagement is most effective
• Percentage of external Digital Marketing activity supporting products at each lifecycle stage
• Number of FTEs your organization allocates to Digital Marketing
• Percentage of your organization's total marketing FTEs that are allocated to Digital Marketing
• Percentage of total Digital Marketing FTEs allocated to listed activities
  

• DM Teams Should Engage Customers by Phase III of Lifecycle to Maximize Impact: Online Product launch is by far the most effective lifecycle phase for engaging all types of online communities, with 75% of benchmark companies reporting high impact. However, since transparency and responsive over time are highly-rated components to building online credibility, Digital teams should ideally initiate external community engagement activities by phase III, where 63% of companies register some effectiveness.
• Digital Marketing Staffing Expected to Grow Next Year by 16%: On average, the total benchmark class allocates 4.5 FTEs to Digital Marketing in the current year. That number is projected to rise by 16% in 2015, to an average Digital headcount of 5.2 FTEs.

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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