CHAPEL HILL, N.C., June 22, 2018 /PRNewswire/ -- Pharmaceutical
companies are increasingly using digital engagement channels to
more effectively communicate with their customers.
Unlike many other operational areas of pharma, the performance
of digital marketing can be measured to evaluate the impact and
effectiveness of each digital channel. According to a new study by
Best Practices, LLC, various reach and conversion metrics were
frequently rated to be the most effective measures to assess
performance in many digital channels. While overall volume metrics
are best suited to measuring SEO performance, many companies prefer
actual conversion metrics for bottom-of-the-funnel channels such as
branded and non-branded websites and mobile apps.
Middle-of-the-funnel activities such as email marketing campaigns
are often measured by simple reach metrics, the study found.
"Forge Top-Tier Biopharma Digital Strategy & Experience" is
a new report that examines how leading pharma and medical device
firms use evolving tools and tactics to educate key customers,
enhance reach, raise sales force effectiveness, measure and
increase customer satisfaction, and offset declining HCP access.
For this research, Best Practices, LLC engaged 21 digital marketing
leaders at 19 companies through a benchmarking survey instrument.
Nearly 70% of participants serve at the level of director or
above.
Download a complimentary report summary at:
http://www.best-in-class.com/rr1500.htm. This 72-page study will
serve as a resource for driving digital marketing performance in
the healthcare industry.
This study is the result of research produced by Best Practices'
Digital Technology Consortium, a service that brings together
executives from various leading companies around the world to
tackle one question:
How do we manage and implement digital technology as an asset
not a utility?
Consortium participants will receive results of customized
digital technology benchmark studies conducted among members
throughout the service year; members will also participate in
roundtable peer knowledge exchanges to share best practices in
digital technology. Additionally, members will have access to
analysis, intelligence and the Best Practices Database for
Technology Leaders.
Please contact us with any questions regarding this study or
click this link to find out more about the Digital Technology
Consortium.
ABOUT BEST PRACTICES, LLC
Best Practices, LLC is a
leading benchmarking, consulting and advisory services firm serving
biopharmaceutical and medical device companies worldwide. Best
Practices, LLC's clients include all the top 10 and 48 of the top
50 global healthcare companies. The firm conducts primary research
and consulting using its comprehensive proprietary benchmarking
tools and analysis. The operational insights, findings and analysis
form the basis for our Benchmarking Reports, databases and advisory
services to support executives in commercial and R&D
operations.
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SOURCE Best Practices, LLC