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

Omnichannel Marketing: Optimize your Digital Marketing Staffing and Investment

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Download FREE Excerpt

ID: 5679

Features:

8 Info Graphics

23 Data Graphics

210+ Metrics

Pages/Slides: 37

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: Optimize your Digital Marketing Staffing and Investment”

STUDY OVERVIEW

The pace of evolution of biopharma marketing has accelerated post 2020. Digital marketing is no longer an optional component of a go-to-market strategy for biopharma companies. In fact, digital marketing is penetrating and transforming the way pharma delivers care across different channels.

To keep up with these changes and improve the impact of digital marketing programs, organizations must use their resources effectively.

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 digital marketing staffing and investment.

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

  • Digital Marketing Staffing
  • Digital Marketing Investment

KEY METRICS
  • What is your organization’s approximate total investment into digital marketing?
  • Approximately what percentage of your organization's total marketing budget is devoted specifically to digital marketing activities and programs?
  • Approximately what percentage of your organization's total digital marketing budget is allocated to each of the listed activity areas?
  • What is your organization’s total FTE staffing investment for digital marketing – internal company employees?
  • What is your organization’s total FTE staffing investment for digital marketing – external contractors and consultants?

SAMPLE KEY FINDINGS
  • Investment into Key Activities: Website management currently draws the highest budget allocation of any single area (19%), followed by digital content (15%) and email marketing (14%). Pilots and innovative programs have seen a decrease in investment since 2017.

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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