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» Products & Services » » Digital Technology » Digital Marketing Strategies

Omnichannel Marketing: Digitizing NPP, Launch, and Performance Measurement

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Download FREE Excerpt

ID: 5680

Features:

10 Info Graphics

19 Data Graphics

440+ Metrics

2 Narratives

Pages/Slides: 36

Published: 2021

Delivery Format: Online PDF Document

 

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  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • SPECIAL OFFER
Non-members: Click here to review a complimentary excerpt from “Omnichannel Marketing: Digitizing NPP, Launch, and Performance Measurement”

STUDY OVERVIEW

The pace of evolution of digital marketing has transformed the speed with which patients, physicians, payers, and other customer groups can be engaged during a new product launch. This instant access can enhance a launch trajectory and enable pharmaceutical and medical device companies to effectively maintain these relationships over product and treatment lifecycles.

Best Practices, LLC undertook this benchmarking research to examine how leading biopharma companies are adopting an integrated omnichannel marketing strategy by maximizing their digital assets. The study establishes industry benchmarks around digitizing new product planning and launch, and digital performance measurement.

The study uses multiple data segments to capture relevant insights for different healthcare players. Segmentations used in the study include:


Total Benchmark Class - 35 respondents
Segmentation by Company Size - Large Pharma (19 respondents) and Small Pharma (15 respondents)
Segmentation by Region - Global (9 respondents) and U.S. Only (10 respondents)
Segmentation by Digital Maturity - Digital Leaders (8 respondents), Digital Majority (17 respondents), and Digital Laggards (10 respondents)

KEY TOPICS

  • Digitizing New Product Planning and Launch
  • Digital Performance Measurement

KEY METRICS
  • What is the impact of digital support on the listed clinical and medical focused pre-launch product development programs?
  • What is the impact of digital support on the listed pre-launch commercial programs for new products?
  • To what extent has your company been successful in standardizing digital KPIs?
  • Rank the topmost effective metric types for measuring digital performance in each of the listed channels
  • What reporting intervals work best for assessing the performance and conveying the ROI for the listed digital marketing programs?
  • What level of ROI have you been able to measure for the listed digital activities in your company?
  • How valuable are each of the listed information streams and sources in providing data that your digital marketing teams may use to distill insights and improve customer engagement?

SAMPLE KEY FINDINGS
  • Digitizing NPP and Launch: Medical pre-launch product development programs such as disease state education and online ad bards see positive digital support impact.

METHODOLOGY

Best Practices, LLC engaged 35 executives from 29 leading life sciences companies in this research through a benchmarking survey. Directors and higher management executives represent nearly 80% of the benchmark participants.

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


Companies Profiled:
Alere; Almirall; Alnylam Pharmaceuticals; AstraZeneca; Bausch Health; Bayer; Boehringer Ingelheim; CMIC; Daiichi Sankyo; Dentsply Sirona; EMD Serono; Ipsen; Johnson & Johnson; Merck KGaA; Merck Sharp & Dohme; Medtronic; Novartis; NexGen Healthcare Communications; Octapharma; Precision For Value; Roche; Salix Pharmaceutical; Sanofi; Smith & Nephew; Takeda Pharmaceuticals; The Himalaya Drug Company; UCB Pharma; West 53rd St Digital

If you purchase Best Practice Database document(s), you will have 30 days from the date of purchase to apply some or all of the cost of the document(s) toward the cost of a Full Access Individual, Pharma, Group or University Membership. Write us at [email protected] or call David Guinn at 919-767-9179 if you have any questions.

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