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The Digital Savvy Pharma Marketer 2016 Report · b. By 2018, KOL Webinars, Social Media, and Mobile...

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PHARMAFUTURE™ | ALL RIGHTS RESERVED THE DIGITAL SAVVY PHARMA MARKETER
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Page 1: The Digital Savvy Pharma Marketer 2016 Report · b. By 2018, KOL Webinars, Social Media, and Mobile Apps are expected to become the most preferred channels of engagement. The survey

PHARMAFUTURE™ | ALL RIGHTS RESERVED

THE DIGITAL SAVVYPHARMA MARKETER

Page 2: The Digital Savvy Pharma Marketer 2016 Report · b. By 2018, KOL Webinars, Social Media, and Mobile Apps are expected to become the most preferred channels of engagement. The survey

In 2016, the global pharma marketer spends an average of 14.85% on non-personal digital

channels.

a. China and the USA are ahead of the curve in non-personal digital spend at 33% and

31%, respectively, spending over 20% annually.

b. Currently, Brand Promotional Emails, KOL Webinars, and HCP Portals are the top 3

preferred channels by the global marketer to engage HCPs.

By 2018, it is predicted that the global pharma marketer will spend 19% of their marketing

budgets on non-personal digital channels.

a. 50% & 40% of marketers in China & USA spending more than 20% on digital channels.

b. By 2018, KOL Webinars, Social Media, and Mobile Apps are expected to become the

most preferred channels of engagement.

The survey revealed that for every $100 spent on the digital budget by the global pharma

marketer, $17 is spent on Brand Promotional Emails & KOL Webinars individually and $15 on

HCP Portals among others.

KOL Webinars were identified as the most ROI-generating channel.

All findings, inferences, and data shared in this report are solely the views of the respondents and may or

may not represent the views of any organization. Indegene bears no liability in any capacity to the

authenticity, accuracy, or completeness of the information shared.

Indegene has in no way modified or influenced the results presented in this report, which contains

information in summary form and is, therefore, intended for general guidance only. It is not intended to be a

substitute for detailed research or the exercise of professional judgment. Indegene is not liable for any loss

occasioned to any person acting or refraining from acting as a result of any material in this publication.

If you intend to reuse, copy, or reproduce any content in the report in any form, due credit has to be given to

Indegene by mentioning “Source: The Digital Savvy Pharma Marketer, 2016 (Indegene)” as the source of

information for all reproductions.

To reproduce, copy, or use any or all parts of this report for commercial, non-commercial, or academic

purposes, express written permission must be sought by writing to [email protected].

Disclaimer

THE DIGITAL SAVVY PHARMA MARKETER 201602 03

Executive Summary

PHARMAFUTURE™ | ALL RIGHTS RESERVED

Page 3: The Digital Savvy Pharma Marketer 2016 Report · b. By 2018, KOL Webinars, Social Media, and Mobile Apps are expected to become the most preferred channels of engagement. The survey

CHINAUSA

EUROPE

APAC

Research Scope

100+ pharma marketers of the top 40 lifescience companies responded

across the USA, APAC, China, & Europe representing commercialization

functions.

This report summarizes key trends in the digital landscape of lifescience companies pertaining to

adoption of different channels for the engagement of healthcare professionals (HCPs).

Regional MixUSA42%

CHINA18%EUROPE

15%

APAC25%

04 05

PHARMAFUTURE™ | ALL RIGHTS RESERVED

THE DIGITAL SAVVY PHARMA MARKETER 2016

Page 4: The Digital Savvy Pharma Marketer 2016 Report · b. By 2018, KOL Webinars, Social Media, and Mobile Apps are expected to become the most preferred channels of engagement. The survey

01. Global Channel Preference in 2016

Describes the aggregate preference for each channel

Projected Global Channel Preference in 2018

2016 2018

06 07

Increased worldwide usage of

smartphones and mobile

devices has opened up the

possibilities of mobile social

networks. We sight an increase

in the preference of top 3

channels – Social Media,

Mobile Apps, and HCP portals.

Social media preference is

poised to increase by 38.2% by

2018.

CURRENTLY, BRAND PROMOTIONAL EMAILS,KOL WEBINARS, AND HCP PORTALSemerge as the top 3 preferred digital channels to engage HCPs

Social

Media

47%

Online/

Self-Detailing

51%

HCP

Portals

55%

KOL

Webinars

62%

Brand

Promotional

Emails

63%

SMS/

Texts

32%

36%

12.5% ↑

KOL

Webinars %69

62%11.2% ↑

Brand

Promotional

Emails

63%

63%

0%

HCP

Portals

55%

64%

16.3% ↑

Online/

Self-Detailing

51%

58%

13.7% ↑

Mobile

Apps

53%

69%

30.1% ↑

Social

Media

47%

65%

38.2% ↑

PHARMAFUTURE™ | ALL RIGHTS RESERVED

THE DIGITAL SAVVY PHARMA MARKETER 2016

Mobile

Apps

53%

SMS/

Texts

32%

Page 5: The Digital Savvy Pharma Marketer 2016 Report · b. By 2018, KOL Webinars, Social Media, and Mobile Apps are expected to become the most preferred channels of engagement. The survey

Channel Preferences in APAC Channel Preferences in Europe

08 09

2016 2018 2016 2018SMS/

Texts47%

47%0%

Brand

Promotional

Emails

59%

61%

3.4% ↑

HCP

Portals

55%

66%

20% ↑

Social

Media

55%

70%

27.2% ↑

Online/

Self-Detailing

52%

60%

15.3% ↑

Mobile

Apps

60%

75%

25% ↑

KOL

Webinars

70%

77%

10% ↑

SMS/

Texts29%

14%

107.1% ↑

69.4% ↑ Social

Media

36%

61%

5.5% ↓ Online/

Self-Detailing

54%

51%

HCP

Portals

74%

91%

22.9% ↑

131.2% ↑ Mobile

Apps

32%

74%

Brand

Promotional

Emails

80%

71%

11.2% ↓

71%

108.8% ↑ KOL

Webinars

34%

THE DIGITAL SAVVY PHARMA MARKETER 2016

MOBILE APPS,which have a relatively low score in 2016, is expected

to grow by 131.2% by 2018

PHARMAFUTURE™ | ALL RIGHTS RESERVED

Page 6: The Digital Savvy Pharma Marketer 2016 Report · b. By 2018, KOL Webinars, Social Media, and Mobile Apps are expected to become the most preferred channels of engagement. The survey

10 11

2016 2018 2016 201824%

24%

SMS/

Texts0%

9.8% ↑ HCP

Portals

51%

56%

Social

Media

44%

66%

50% ↑

14% ↑ Online/

Self-Detailing

50%

57%

27% ↑ Mobile

Apps

48%

61%

Brand

Promotional

Emails

66%

64%

3% ↓

8.8% ↑ KOL

Webinars

57%

62%

SMS/

Texts

45%

45%

0%

Brand

Promotional

Emails

53%

57%

7.6% ↑

Social

Media

49%

61%

24.5% ↑

3.6% ↑ Online/

Self-Detailing

55%

57%

HCP

Portals63%

62%1.7% ↑

10.9% ↑ KOL

Webinars

73%

81%

29% ↑ Mobile

Apps80%

62%

Channel Preferences in the USA Channel Preferences in China

THE DIGITAL SAVVY PHARMA MARKETER 2016

PHARMAFUTURE™ | ALL RIGHTS RESERVED

Page 7: The Digital Savvy Pharma Marketer 2016 Report · b. By 2018, KOL Webinars, Social Media, and Mobile Apps are expected to become the most preferred channels of engagement. The survey

37%

33%

30%

Digital Investment by Region

12 13

02. Global Digital Investment

SPENDS >20%ON DIGITAL

SPENDS 10%-20%ON DIGITAL

SPENDS <10%ON DIGITAL

PHARMAFUTURE™ | ALL RIGHTS RESERVED

Describes digital budget allocation as % of marketing budget

40%

30%

30

%

EUROPE

43%

31%

26

%

USA

50%

33%

17%

APAC

44%

33%

23%

CHINA

<10%

10%-20%

>20%

THE DIGITAL SAVVY PHARMA MARKETER 2016

30% OF MARKETERS spend >20% of their overall marketing budget on

DIGITAL INITIATIVES

1 IN 2 MARKETERS in APAC spend >10% of their overall budget on

DIGITAL INITIATIVES

Page 8: The Digital Savvy Pharma Marketer 2016 Report · b. By 2018, KOL Webinars, Social Media, and Mobile Apps are expected to become the most preferred channels of engagement. The survey

14 15

Global Pharma Marketers’ Digital Spend –

PHARMAFUTURE™ | ALL RIGHTS RESERVED

How a typical pharma marketer spends $100 on digital today

10

01

00

10 105 5

2

2

Brand PromotionalEmails | $ 1710 10

1

1

10 10

2

2

2

2

MobileApps | $ 14

THE DIGITAL SAVVY PHARMA MARKETER 2016

SMS/Texts | $ 11

SocialMedia | $ 12

10 105 5

HCPPortals | $ 15

KOLWebinars | $ 17

10 105 5

2

2

Online/Self-Detailing | $ 14

10 10

2

2

2

2

1010

2

2

BRAND PROMOTIONAL EMAILS, KOL WEBINARS AND HCP PORTALSare the top spending channels preferred by marketers

Page 9: The Digital Savvy Pharma Marketer 2016 Report · b. By 2018, KOL Webinars, Social Media, and Mobile Apps are expected to become the most preferred channels of engagement. The survey

16 17

PHARMAFUTURE™ | ALL RIGHTS RESERVED

03. Reach and ROI IndicatorsMost preferred channels to reach HCPs

BRAND PROMOTIONAL EMAILS,KOL WEBINAR, MOBILE APPS are the top 3 channels used to reach HCPs effectively

The highest

ROI-generating

channel was found

to be KOL Webinars,

followed by Brand

Promotional Emails

and Online/

Self-Detailing.

Highest ROI-generating channels

KOL WEBINARS, BRAND PROMOTIONAL EMAILS,ONLINE/SELF-DETAILING are the top 3 channels that create the highest ROI according to marketers

THE DIGITAL SAVVY PHARMA MARKETER 2016

Brand

Promotional

Emails

68%

KOL

Webinars

63%

Social

Media

53%

Mobile

Apps

62%

HCP Portals52%

Online/

Self-Detailing

50%

SMS/

Texts

58%

KOL

Webinars

Social

Media

SMS/

Texts

41%

47%

Online/

Self-

Detailing

Brand

Promotional

Emails

Mobile

Apps

50%

HCP Portals

53%

51%

53%

65%

Page 10: The Digital Savvy Pharma Marketer 2016 Report · b. By 2018, KOL Webinars, Social Media, and Mobile Apps are expected to become the most preferred channels of engagement. The survey

18 19

04. Challenges in ImplementingDigital Programs

Demonstrate ROI

71%

Response Rates

60%

Setup Costs

58%

System Integration

57%

DIGITAL MARKETING PROGRAMS

7 in 10 consider measuring ROI a major barrier when deploying

Change Management

54%

Demonstrating ROI has emerged to

be the most important factor in

deploying MCM programs. Setup

costs are still important, but the

research suggests that if ROI can be

demonstrated, pharma marketers

will make investments upfront.

THE DIGITAL SAVVY PHARMA MARKETER 2016

PHARMAFUTURE™ | ALL RIGHTS RESERVED

Page 11: The Digital Savvy Pharma Marketer 2016 Report · b. By 2018, KOL Webinars, Social Media, and Mobile Apps are expected to become the most preferred channels of engagement. The survey

For general inquires and reproduction requests contact

[email protected]

www.pharmafuture.org


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