Finding & Showcasing Digital Impact: Measuring Return on Investment

STUDY OVERVIEW

As the use of digital marketing grows across the pharmaceutical industry, marketing leaders continue to search for ways to demonstrate the value of digital to internal stakeholders and executives.

This research identifies which digital activities are best for measuring return on investment and the tactics that drive the greatest ROI. The study also provides benchmarks for when in the product lifecycle organizations begin digital marketing activities and when in the product lifecycle marketing leaders see the highest impact or return. Digital marketing leaders can use this study to compare their approach for measuring ROI with their digital peers.

This study provides segment perspectives on large, mid-cap and small companies as well as global vs. U.S.-only companies.


KEY TOPICS

• Top Areas for Digital ROI
• ROI Drivers & Characteristics
• Measuring Impact across Lifecycle Stages

• Level of ROI able to show for common digital activities
• Tactics that drive the greatest ROI for the digital organization
• Best ways to measure ROI
• When in the product lifecycle do these digital activities begin?
• During which product lifecycle stage do you see highest impact or return?
• Which channels or activities have the highest impact with customer engagement?
  

• Single Greatest Return Areas for 42% of Companies Are Either in Content Generation or Field Support Programs: Even as multichannel teams strive to provide commercial partners with a more strategic vision, success still hinges on the ability to measure gains at a tactical level. Almost a quarter of respondents cite content/collateral generation as the most remunerative single area for digital activity. Another 18% of teams have seen the greatest percentage of ROI come in training and skills development (e.g., field support).
• Medium & Smaller Companies Better Leverage Content, Analytics than Large Pharma: Digital marketing teams in the medium/smaller company segment show relatively greater success in their use of dynamic content, advanced analytics, and online engagement tactics. Roughly one-third of these teams report “high ROI,” compared to just 15% of large pharma peers. Sixty-one percent of large companies also indicate “unclear ROI” from social media programs.

This research engaged 39 digital marketing leaders from 30 leading pharmaceutical, biotech, and life sciences companies. Thirteen study participants represent large pharma organizations, while the remaining benchmark class represent medium or small companies.

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


Companies Profiled:
Novartis; Bristol-Myers Squibb; Roche; Astellas; Bayer; Teva Pharmaceutical Industries Ltd; Mylan; Ipsen; Alcon; Abbott; Eisai; Triplefin; Sanofi; cipla; Merck; Ferring Pharmaceuticals; Boehringer Ingelheim; Biogen; UCB Pharma; Hospira; Johnson & Johnson; GlaxoSmithKline ; Baxter Healthcare; Olympus Corporation; Sun Pharmaceutical; AstraZeneca; Abbvie; Genentech; Clarus Therapeutics; Zydus

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