Best Practices in Biopharma Digital Marketing: Engaging Physicians and Group Structure & Staffing

STUDY OVERVIEW

In today's ever-changing digital world, understanding how to reach customers effectively and efficiently is crucial. As the use of digital technologies evolves, healthcare companies must constantly assess the impact, effectiveness and ROI of new leading digital activities to ensure they are utilizing the best approaches possible.
This study examines the innovative programs and activities being implemented by high-performing digital marketing teams in the pharmaceutical and healthcare spaces. The study identifies and evaluates key trends in successful education and engagement of physicians across online channels. It also examines current approaches to structure and staffing within social media groups.

NOTE: Survey responses on select questions have been segmented into two perspectives - Large Companies and Small and Mid-Size Companies.

KEY TOPICS

• Succeeding with Today's Physicians
  1. Effective Channels & Campaign Measurement
  2. Deploying Dynamic Content
  3. Making the Most of EHRs
• Maximizing Social Media Presence
  1. Team Structure & Staffing
  2. Top Activities

SAMPLE KEY METRICS

• Effective Channels for Reaching Physicians
• Measuring Performance for Physician-focused Campaigns
• Top Uses of Dynamic & Other Content Deployment Approaches
• Innovative Use of Electronic Health Records
• Structure of Social Media Marketing Group
• Social Media Staffing Allocation (FTEs)

SAMPLE KEY FINDING

• Top 3 HCP Channels: Point-of-care Apps, ePresentations & eMarketing: The top channels for informing and engaging physicians appear to be point-of-care apps (highest effective rating, a growth opportunity for many organizations), digital presentations (96% somewhat effectiveness rating) and e-marketing (91% effectiveness rating). Search and website activities are somewhat effective for most companies.

METHODOLOGY

Best Practices, LLC engaged 39 digital marketing leaders at 30 companies through a benchmarking survey instrument.

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