Omnichannel Marketing: Maximize your Digital Marketing Assets

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

Study Snapshot

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.

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)

• Digital Marketing Service Structure
• Digital Marketing Staffing & Investment
• Digital Operations
• Innovative Tools & Practices
• Digitizing NPP, Launch & High-Growth Products
• Performance Measurement
• Mobile Engagement & Digital Health

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

• Innovative Digital Activities: Data collection of social listening (64%) and patient journey (50%) was the most used form of social media by digital teams.

• Mobile Engagement and Digital Activities: Companies are successfully hiring new talent to drive digital health innovations. 71% of digital leaders collaborate with industry players to share health data.

Sr. No.	Topic	Slide No.
I.	Executive Summary	Pg. 4
	Segmentation Criteria	Pg. 5-6
	One-page Executive Brief	Pg. 7
	Key Research Insights	Pg. 8-13
II.	Digital Marketing Structure & Goals	Pg. 14
III.	Digital Marketing Staffing & Investment	Pg. 21
IV.	Digital Operations	Pg. 42
V.	Digitizing NPP, Launch & High-growth Products	Pg. 57
VI.	Performance Measurement	Pg. 63
VII.	Mobile Engagement & Digital Health	Pg. 77
VIII.	Innovative Channels, Programs & Activities	Pg. 84
IX.	Participant Demographics	Pg. 98
X.	About Best Practices, LLC	Pg. 102

• Structure of the digital marketing function within benchmark companies – Total benchmark class
• Structure of the digital marketing function within benchmark companies – Digital leaders vs. Digital majority vs. Digital laggards
• Structure of the digital marketing function within benchmark companies – Large pharma vs. Mid-small pharma
• Importance of listed objectives to the future of digital marketing function – Total benchmark class
• Importance of listed objectives to the future of digital marketing function – Digital leaders vs. Digital majority vs. Digital laggards
• Importance of listed objectives to the future of digital marketing function – Global teams vs. U.S. only teams

• Benchmark organizations’ approximate total investment into digital marketing – Total benchmark class
• Benchmark organizations’ approximate total investment into digital marketing – Digital leaders vs. Digital majority vs. Digital laggards
• Benchmark organizations’ approximate total investment into digital marketing – Large pharma vs. Mid-small pharma
• Benchmark organizations’ approximate total investment into digital marketing – Global teams vs. U.S. only teams
• Percentage of total marketing budget devoted specifically to digital marketing activities and programs – Total benchmark class
• Percentage of total marketing budget devoted specifically to digital marketing activities and programs – Digital leaders vs. Digital majority vs. Digital laggards
• Percentage of total marketing budget devoted specifically to digital marketing activities and programs – Large pharma vs. Mid-small pharma
• Percentage of total marketing budget devoted specifically to digital marketing activities and programs – Global teams vs. U.S. only teams
• Percentage of total digital marketing budget allocated to key activities – Total benchmark class
• Percentage of total digital marketing budget allocated to key activities – Digital leaders vs. Digital majority vs. Digital laggards
• Percentage of total digital marketing budget allocated to key activities – Large pharma vs. Mid-small pharma
• Percentage of total digital marketing budget allocated to key activities – Global teams vs. U.S. only teams
• Total FTE staffing investment (company employees) for digital marketing – Total benchmark class
• Total FTE staffing investment (company employees) for digital marketing – Digital leaders vs. Digital majority vs. Digital laggards
• Total FTE staffing investment (company employees) for digital marketing – Large pharma vs. Mid-small pharma
• Total FTE staffing investment (company employees) for digital marketing – Global teams vs. U.S. only teams
• Total FTE staffing investment (external contractors and consultants) for digital marketing – Total benchmark class
• Total FTE staffing investment (external contractors and consultants) for digital marketing – Digital leaders vs. Digital majority vs. Digital laggards
• Total FTE staffing investment (external contractors and consultants) for digital marketing – Large pharma vs. Mid-small pharma
• Total FTE staffing investment (external contractors and consultants) for digital marketing – Global teams vs. U.S. only teams

• Effective approaches for digital teams in raising sales force effectiveness – Total benchmark class
• Effective approaches for digital teams in raising sales force effectiveness – Large pharma vs. Mid-small pharma
• Effective approaches for digital teams in raising sales force effectiveness – Digital leaders vs. Digital majority vs. Digital laggards
• Groups primary responsible for each of the listed core digital activities – Total benchmark class
• Map depicting the distribution of core digital activities according to the function (either the digital or brand team) owning it
• Map depicting the distribution of core digital activities according to the share of investments by digital marketing teams – Total benchmark class
• Map depicting the distribution of core digital activities according to the share of investments by digital marketing teams – Digital leaders
• Map depicting the distribution of core digital activities according to the share of investments by digital marketing teams – Digital majority
• Map depicting the distribution of core digital activities according to the share of investments by digital marketing teams –Digital laggards
• Average number of vendors and agencies used by digital marketing groups across all of the supported brands – Total benchmark class
• Average number of vendors and agencies used by digital marketing groups across all of the supported brands – Digital leaders vs. Digital majority vs. Digital laggards
• Innovative approaches used by digital marketing teams to improve productivity and effectiveness of the work delivered by vendors and agency partners
• Digital tools and tactics used to reduce overall costs – Total benchmark class
• Digital tools and tactics used to reduce overall costs – Digital leaders vs. Digital majority vs. Digital laggards

• Elements of integrated campaign at product launch
• Impact of digital support on listed clinical and medical focused pre-launch product development programs – Total benchmark class
• Impact of digital support on listed pre-launch commercial programs for new products – Total benchmark class
• Impact of digital support on listed clinical and medical focused pre-launch product development programs – Digital leaders vs. Digital majority vs. Digital laggards
• Impact of digital support on listed pre-launch commercial programs for new products – Digital leaders vs. Digital majority vs. Digital laggards

• Benchmark companies’ success in standardizing digital KPIs – Total benchmark class
• Benchmark companies’ success in standardizing digital KPIs – Digital leaders vs. Digital majority vs. Digital laggards
• Benchmark participant’s narrative around positive evolution of KPIs
• Effective metrics for measuring digital performance of key channels – Total benchmark class
• Effective metrics for measuring digital performance of key channels – Digital leaders vs. Digital majority vs. Digital laggards
• Optimal reporting intervals for assessing the performance and conveying the ROI for listed digital marketing programs – Total benchmark class
• Optimal reporting intervals for assessing the performance and conveying the ROI for listed digital marketing programs – Digital leaders vs. Digital majority vs. Digital laggards
• ROI levels assessed for listed digital activities within benchmark companies – Total benchmark class
• ROI levels assessed for listed digital activities within benchmark companies – Digital leaders vs. Digital majority vs. Digital laggards
• Critical information streams and sources that can be used by digital marketing teams to distill insights and improve customer engagement – Total benchmark class
• Critical information streams and sources that can be used by digital marketing teams to distill insights and improve customer engagement – Large pharma vs. Mid-small pharma
• Critical information streams and sources that can be used by digital marketing teams to distill insights and improve customer engagement – Global teams vs. U.S. only teams
• Critical information streams and sources that can be used by digital marketing teams to distill insights and improve customer engagement – Digital leaders vs. Digital majority vs. Digital laggards

• Effective mobile apps and tools to educate customers and inform treatment decisions – Total benchmark class
• Effective mobile apps and tools to support digital health and digital medicine – Total benchmark class
• Effective mobile apps and tools to support digital health and digital medicine – Large pharma vs. Mid-small pharma
• Integrating digital health opportunities into digital operations – Total benchmark class
• Integrating digital health opportunities into digital operations – Digital leaders vs. Digital majority vs. Digital laggards
• Integrating digital health opportunities into digital operations – Large pharma vs. Mid-small pharma

• ROI for innovative digital activities – Total benchmark class
• ROI for innovative digital activities – Global teams vs. U.S. only teams
• ROI for innovative digital activities – Digital leaders vs. Digital majority vs. Digital laggards
• Innovative use of social media by participating digital marketing groups – Total benchmark class
• Innovative use of social media by participating digital marketing groups – Digital leaders vs. Digital majority vs. Digital laggards
• Interview narrative around cost-effective customer targeting especially when app content is available
• Innovative tactics to support the expanded use of electronic health records (EHRs) by physicians – Total benchmark class
• Innovative tactics to support the expanded use of electronic health records (EHRs) by physicians – Digital leaders vs. Digital majority vs. Digital laggards
• Effective approaches to grow digital engagement with Integrated Delivery Networks (IDNs) – Total benchmark class
• Effective approaches to grow digital engagement with Integrated Delivery Networks (IDNs) – Digital leaders vs. Digital majority vs. Digital laggards
• Top digital marketing tactics to raise a product’s share of voice, particularly in an established market
• Significant challenges to the growth and long-term success of digital marketing function – Total benchmark class
• Significant challenges to the growth and long-term success of digital marketing function – Digital leaders vs. Digital majority vs. Digital laggards