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2020PHARMATHE DIGITAL SAVVY
MARKETER
DISCLAIMERAll findings, inferences, and data shared in this report are solely the views of the respondents that 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 a summarized 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 from the report in any form, due credit has to be given to Indegene by mentioning Source: Digital Savvy Pharma Marketer 2020 | Indegene as the source of information for all reproductions.
Please write to [email protected] for any research- and media-related queries.
The Digital Savvy Pharma Marketer 2020/2
INDEGENE | All Rights Reserved
OBJECTIVEOF PHARMAMARKETERSURVEY REPORT
Indegene’s latest global survey analysis – “The Digital Savvy Pharma Marketer 2020”- provides insights into the latest channel preferences, technology utilization, and content strategies across different levels of marketing organizations in pharmaceutical companies. Marketers can use the survey results as a tool to:
• Guide budgeting and brand planning exercise
• Support strategy formulation around channel selection and content optimization
• Benchmark/validate marketing mix and digital channel utilization
• Help drive maximum value by enabling better customer experience through orchestrated customer journeys
The Digital Savvy Pharma Marketer 2020/3
INDEGENE | All Rights Reserved
EXECUTIVESUMMARYAdvancements in technology are redefining marketing practices in the pharmaceutical industry. Traditional channels such as television and radio are unable to provide on-demand information to a new generation of healthcare professionals, who are as comfortable with a stethoscope as they are with a smartphone and are moving the marketing needle.
In line with this vision, pharma organizations, although initially perceived as reluctant adopters, are riding on the wave of digital evolution. They cannot risk standing on the periphery anymore by only providing transactional and point-in-time solutions. Hence, pharma marketers are exploring a multitude of digital initiatives to deliver personalized content through a physician’s preferred channel at a time of their choosing.
Digitalization is yet to fundamentally transform the marketplace; however, digital touchpoints have become an essential pillar for customer engagement. Additionally, the use of images and microcontent by marketers, given the short attention spans of physicians, has seen marketers lean toward the employment of a whole suite of tools and applications for digital engagement.
Indegene’s latest global survey analysis – “The Digital Savvy Pharma Marketer 2020”- confirms the trend of increasing digital spend to keep up with changing industry dynamics. Key insights include:
• The average allocation toward digital channels from overall marketing budget reached a peak of 34% this year, twice the 2016 allocation figures
• About 20% respondents foresee an increase in their digital spend by more than 50% over the next 3 years
• Digital channels deliver 24% higher productivity as compared to traditional channels such as TV/radio to engage patients
• Key opinion leader webinars, social media, and marketing emails are viewed as the most effective digital channels to engage healthcare professionals
• Personalization of content has become a key focus area to maximize value for customers.
The Digital Savvy Pharma Marketer 2020/4
INDEGENE | All Rights Reserved
Scope...................................................................................6
Channel Preferences and Effectiveness..................7• Called-on Marketing• White Space Marketing• Called-on vs White Space Marketing Trends
Digital Marketing Budget Allocation..........................14• Current Trends• The Americas – Channel Spend and Budget Allocations• Asia – Channel Spend and Budget Allocations• Europe – Channel Spend and Budget Allocations
CONTENTS
A Typical $100 Spend by Pharma Marketers.......22
Effective Content Strategies.....................................24
Technology Adoption....................................................25Enterprise Capability
Channel Preference......................................................27Marketer vs HCP
The Digital Savvy Pharma Marketer 2020/5
INDEGENE | All Rights Reserved
RESPONDENTANALYSISThe findings presented in this survey report are an analysis of aggregate responses of 100+ participants across the Americas, Europe, and Asia and includes marketers from top 100 pharma and bioscience organizations.
GEOGRAPHY MIX
DESIGNATION/FUNCTION AREA
The Americas
MarketingManagers
CXOs
MarketingDirectors
Africa Asia
Europe39%
29%
5%
27%
42%
37%
21%
The Digital Savvy Pharma Marketer 2020/6
INDEGENE | All Rights Reserved
CHANNEL PREFERENCESAND EFFECTIVENESS
Channels preference: Called-on marketing
Channel preference: White space marketing
Called-on vs white space marketing trends
PRIMARY RESEARCH
The Digital Savvy Pharma Marketer 2020/7
INDEGENE | All Rights Reserved
CHANNEL PREFERENCE// CALLED-ON MARKETING
LEAD CHANNELS [RANK I]
KEY TAKEAWAYS:
With the increase in consumption of digital content among HCPs, it is not surprising to note that social media ranks among the top three channels across all regions for pharma marketers to engage with HCPs.
UPCOMING CHANNELS [RANK II]
AsiaEurope
65.871.0 69.3
66.1
73.1 72.768.1
Non
-pro
mot
ion
al w
ebsi
tes
KO
L w
ebin
ars
Soci
al m
edia
KO
L w
ebin
ars
Soci
al m
edia
Pro
mot
ion
al w
ebsi
tes
KO
L w
ebin
ars
Soci
al m
edia
Em
ails
thr
oug
h re
ps
65.6 65.3
AsiaEurope
65.1 66.0 63.4 62.267.4 65.7 64.6
Jou
rnal
s
E-d
etai
ling
Rem
ote
det
ailin
g
Non
-pro
mot
ion
al w
ebsi
tes
E-d
etai
ling
Jou
rnal
s
Non
-pro
mot
ion
al w
ebsi
tes
Mob
ile a
pp
s
Pro
mot
ion
al w
ebsi
tes
62.2 61.2
The Americas The Americas
The Digital Savvy Pharma Marketer 2020/8
INDEGENE | All Rights Reserved
At the global level:
• Top lead channels: Key opinion leader (KOL) webinars and social media
• Top upcoming channel: Marketing emails
• Top potential channels: Journals and non-promotional websites
• Top occasionally used channel: Text messaging
POTENTIAL CHANNELS [RANK III] OCCASIONALLY USED CHANNELS [RANK IV]
AsiaEurope
60.7 62.0 61.2 59.564.3
60.0 59.7
Mar
ketin
g e
mai
ls
Mob
ile a
pp
s
Em
ails
thr
oug
h re
ps
Mob
ile a
pp
s
Third
-par
ty w
ebsi
te
Mar
ketin
g e
mai
ls
E-d
etai
ling
Rem
ote
det
ailin
g
Mar
ketin
g e
mai
ls
59.8 59.1
AsiaEurope
56.6 57.6 56.349.6
59.456.0
52.6
Text
mes
sagi
ng
Third
-par
ty w
ebsi
tes
Pro
mot
ion
al w
ebsi
tes
Rem
ote
det
ailin
g
Em
ails
thr
oug
h re
ps
Text
mes
sagi
ng
Third
-par
ty w
ebsi
tes
Jou
rnal
s
Text
mes
sagi
ng
55.6 54.7
The Americas The Americas
The Digital Savvy Pharma Marketer 2020/9
INDEGENE | All Rights Reserved
REGIONSPECIFIC
Asi
aE
uro
pe
The
Am
eric
as
KO
Lw
ebin
ars
Soci
alm
edia
Non
-pro
mot
ion
alw
ebsi
tes
e-D
etai
ling
Onl
ine
jou
rnal
s
Mob
ileap
ps
Third
-par
tyw
ebsi
tes
Mar
keti
ng
emai
ls
Rem
ote
deta
ilin
g
Em
ails
thro
ug
h re
ps
Text
mes
sag
ing
Pro
mot
ion
alw
ebsi
tes
KO
Lw
ebin
ars
Soci
alm
edia
Pro
mot
ion
alw
ebsi
tes
Non
-pro
mot
ion
alw
ebsi
tes
e-D
etai
ling
Onl
ine
jou
rnal
s
Mob
ileap
ps
Third
-par
tyw
ebsi
tes
Mar
keti
ng
emai
ls
Rem
ote
deta
ilin
g
Em
ails
thro
ug
hre
ps
Text
mes
sag
ing
49.656.357.659.561.262.062.263.466.066.169.371.0
KO
Lw
ebin
ars
Soci
alm
edia
Non
-pro
mot
ion
alw
ebsi
tes
e-D
etai
ling
Onl
ine
jou
rnal
s
Mob
ileap
ps
Third
-par
tyw
ebsi
te
Mar
keti
ng
emai
ls
Rem
ote
deta
ilin
g
Em
ails
thro
ug
h re
ps
Text
mes
sag
ing
Pro
mot
ion
alw
ebsi
tes
54.755.656.659.159.860.761.262.265.165.365.665.8
52.656.059.459.760.064.364.665.767.468.172.773.1
The Digital Savvy Pharma Marketer 2020/10
INDEGENE | All Rights Reserved
LEAD CHANNELS
UPCOMING CHANNELS
POTENTIAL CHANNELS
CHANNELPREFERENCE// WHITE SPACE MARKETING
KEY TAKEAWAYS:
The top four preferred channels to drive awareness and product updates among HCPs in white space areas include key opinion leader (KOL) webinars, social media, marketing emails, and promotional websites. Peer promotion continues to be a critical driver for pharma companies to raise the profiles of their products
Marketers continue to use promotional websites rather than native apps to deliver content, confirming with physicians' preference to use laptops or personal computers to access new content (as discovered in another Indegene study – The Digital Savvy HCP Survey 2019)
Europe Asia The Americas
Social mediaKOL webinarsJournals
Social mediaKOL webinarsPromotional website
70.270.166.5
Social mediaKOL webinarMarketing emails
72.069.669.5
67.467.262.1
Europe Asia The Americas
Tele detailingPromotional websiteMarketing emails
61.461.257.7
Tele detailingThird-party websiteMarketing emails
66.362.862.4
Mobile appsThird-party website
68.763.457.8
Europe Asia The Americas
Third-party websiteText messagingMobile apps
55.554.953.8
Text messagingMobile appsJournals
61.661.351.3
Text messagingTele detailingJournals
57.854.539.1
Promotional website
The Digital Savvy Pharma Marketer 2020/11
INDEGENE | All Rights Reserved
REGIONSPECIFIC
Asi
aE
uro
pe
The
Am
eric
as
53.8
51.361.361.662.462.866.366.570.270.2
Web
inar
s
Soci
alm
edia
Mar
ketin
gem
ails
Mob
ileap
ps
Pro
mot
ion
alw
ebsi
tes
Tele
-det
ailin
g
Ad
vert
isem
ents
Third
-par
tyw
ebsi
tes
Text
mes
sagi
ng
39.154.557.857.863.468.769.669.672.0
Web
inar
s
Soci
alm
edia
Pro
mot
ion
alw
ebsi
tes
Third
-par
tyw
ebsi
tes
Mar
ketin
gem
ails
Mob
ile a
pp
s
Ad
vert
isem
ents
Tele
-det
ailin
g
Text
mes
sagi
ng
Web
inar
s
Soci
alm
edia
Ad
vert
isem
ents
Pro
mot
ion
alw
ebsi
tes
Mar
ketin
gem
ails
Text
mes
sagi
ng
Mob
ileap
ps
Tele
-det
ailin
g
Third
-par
tyw
ebsi
tes
67.4 67.262.1 61.4 61.2 57.7 55.5 54.9
The Digital Savvy Pharma Marketer 2020/12
INDEGENE | All Rights Reserved
CALLED-ON VS WHITE SPACEMARKETING TRENDSKEY TAKEAWAYS:
KOL webinars rank among the top 3 channels across all regions in both called-on as well as white space marketing channels. It is the channel of choice for marketers
TOP 3 CALLED-ONMARKETING CHANNELS
TOP 3 WHITE SPACEMARKETING CHANNELS
AsiaEurope
65.871.0 69.3
66.1
73.1 72.768.1
Non
-pro
mot
ion
al w
ebsi
tes
KO
L w
ebin
ars
Soci
al m
edia
KO
L w
ebin
ars
Soci
al m
edia
Pro
mot
ion
al w
ebsi
tes
KO
L w
ebin
ars
Soci
al m
edia
Em
ails
thr
oug
h re
ps
65.6 65.3
AsiaEurope
Jou
rnal
s
KO
L w
ebin
ars
Soci
al m
edia
Pro
mo
tion
al w
ebsi
tes
KO
L w
ebin
ars
Soci
al m
edia
Mar
keti
ng
em
ails
KO
L w
ebin
ars
Soci
al m
edia
The Americas The Americas
69.5 69.672.0
66.570.1 70.2
62.1
67.2 67.4
The Digital Savvy Pharma Marketer 2020/13
INDEGENE | All Rights Reserved
DIGITAL MARKETINGBUDGET ALLOCATIONS
Current Trends
The Americas:• Channel Spend and Budget Allocations
Asia:• Channel Spend and Budget Allocations
Europe:• Channel Spend and Budget Allocations
PRIMARY RESEARCH
The Digital Savvy Pharma Marketer 2020/14
INDEGENE | All Rights Reserved
DIGITAL MARKETING BUDGET ALLOCATION// CURRENT TRENDS
KEY TAKEAWAYS:
On an average, leading pharma organizations spend approximately 34% of total marketing budget on digital channels.
• Millennial HCP preferences play a key role in influencing the decisions made by marketers as smartphone and tablet usage continues to increase significantly
• About 20% respondents foresee over 50% increase in their digital spend over the next 3 years
CURRENT SPEND ACROSSDIGITAL CHANNELS
[BY PERCENTAGE OF RESPONDENTS]
42% 40% 15% 3%
<30% 31%-50% 51%-70% >70%
The Digital Savvy Pharma Marketer 2020/15
INDEGENE | All Rights Reserved
DIGITALMARKETINGBUDGETALLOCATION// THE AMERICAS
CHANNEL SPEND
Onlinejournals
Textmessaging
Socialmedia
e-Detailing
Non-promotionalwebsites
KOLwebinars
Mobileapps
Medicalscience liaison
Marketingemails
HCP/Brandportals
Remotedetailing
19%
14%
11%
9%
9%
9%
8%
7%
6%
6%
4%
The Digital Savvy Pharma Marketer 2020/16
INDEGENE | All Rights Reserved
CURRENT BUDGET ALLOCATION [BY PERCENTAGE OF RESPONDENTS]
PROJECTED BUDGET ALLOCATION [BY PERCENTAGE OF RESPONDENTS]
3-Year Projection
46% 29% 25% 0%
<30% 31%-50% 51%-70% >70%
35% 26% 33% 6%
<30% 31%-50% 51%-70% >70%
The Digital Savvy Pharma Marketer 2020/17
INDEGENE | All Rights Reserved
DIGITALMARKETINGBUDGETALLOCATION// EUROPE
CHANNEL SPEND
Textmessaging
Non-promotionalwebsites
Remotedetailing
Mobileapps
Socialmedia
Onlinejournals
e-Detailing
Medicalscience liaison
Marketingemails
HCP/Brandportals
KOLwebinars
16%
13%
12%
11%
9%
8%
8%
7%
6%
6%
6%
The Digital Savvy Pharma Marketer 2020/18
INDEGENE | All Rights Reserved
CURRENT BUDGET ALLOCATION [BY PERCENTAGE OF RESPONDENTS]
PROJECTED BUDGET ALLOCATION [BY PERCENTAGE OF RESPONDENTS]
3-Year Projection
35% 50% 11% 4%
<30% 31%-50% 51%-70% >70%
27% 30% 32% 11%
<30% 31%-50% 51%-70% >70%
The Digital Savvy Pharma Marketer 2020/19
INDEGENE | All Rights Reserved
DIGITALMARKETINGBUDGETALLOCATION// ASIA
CHANNEL SPEND
Textmessaging
Non-promotionalwebsites
Remotedetailing
Mobileapps
Socialmedia
Onlinejournals
e-Detailing
Medicalscience liaison
Marketingemails
HCP/Brandportals
KOLwebinars
16%
13%
12%
11%
9%
8%
8%
7%
6%
6%
6%
The Digital Savvy Pharma Marketer 2020/20
INDEGENE | All Rights Reserved
CURRENT BUDGET ALLOCATION [BY PERCENTAGE OF RESPONDENTS]
PROJECTED BUDGET ALLOCATION [BY PERCENTAGE OF RESPONDENTS]
3-Year Projection
46% 40% 11% 3%
<30% 31%-50% 51%-70% >70%
49% 21% 21% 9%
<30% 31%-50% 51%-70% >70%
The Digital Savvy Pharma Marketer 2020/21
INDEGENE | All Rights Reserved
A TYPICAL $100 SPEND BY PHARMA MARKETERSKEY TAKEAWAYS:
On an average, the number of organizations that spend more than 20% of their budget on digital marketing channels is expected to increase by 31% over the next 3 years and by 73% over the next 6 years.
• The budget increase pattern highlights how marketing organizations across the globe are undergoing a structural change
HCP/BrandPortals | $15.29
Budget spent acrossmultiple marketing channels (in $)
MarketingEmails | $14.21
Medical ScienceLiaison | $8.83
KOL Webinars | $8.77
e-Detailing | $7.86
Non-promotionalWebsites | $ 7.10
SocialMedia | $ 7.54
MobileApps | $ 7.65
Online Journals | $ 7.62
Remote Detailing | $ 7.64
10
01
00
Text Messages/SMS | $ 12
Non-promotional Spend – 24.7% Promotional Spend – 75.3%
The Digital Savvy Pharma Marketer 2020/22
INDEGENE | All Rights Reserved
PRIMARY RESEARCH
ENGAGEMENTS TRENDS –CONTENT STRATEGIESAND TECHNOLOGYADOPTION
Effective Content Strategies
Technology Adoption
The Digital Savvy Pharma Marketer 2020/23
INDEGENE | All Rights Reserved
CONTENT STRATEGIES UTILIZED BY PERCENTAGE OFPHARMA MARKETERS
Localization of content
Retargeting of content
Adapting content to device compatibility
Repurposing content into video graphics
Promotion of content in infographics
Personalization of content
EFFECTIVECONTENTSTRATEGIES
KEY TAKEAWAYS:
At the global level, personalization emerged as the top most effective content strategy for pharma marketers, followed by promotional infographics and repurposing of content into videographics.
Content personalization has generated the maximum returns for pharmaceutical companies as they grapple with reducing face-to-face engagements through their medical representatives.
Top 3 effective content strategies in • The Americas: Personalization of content, retargeting of content, and localization
of content
• Europe: Personalization of content, adapting content to device compatibility, and promotion of content through infographics
• Asia: Personalization of content, repurposing content into videographics, and promotion of content through infographics
60%
64%
68%
69%
70%
74%
The Digital Savvy Pharma Marketer 2020/24
INDEGENE | All Rights Reserved
TECHNOLOGYADOPTION // ENTERPRISE CAPABILITY
KEY TAKEAWAYS:
Marketing organizations have built up a suite of automation and analytics tools to push content through various digital channels. However, based on survey results, these companies utilize what is now considered as “staple” technology (such as campaign management) and need to scale up investments in advanced technologies.
Digital analytics tools seem to be the most popular technology choice among pharma marketers, with close to 65% stating it has already been implemented within their marketing stack.
NotImplemented Implementing Advanced
8%9%
10%
46%43%
38%39%
37% 38%
33%
13%
20%
16%
11%10%
ActivelyUsing
SocialListeningTools
ContentMarketingand Optimization
DigitalAnalyticsTools
Automation(CampaignOptimization)
29%
The Digital Savvy Pharma Marketer 2020/25
INDEGENE | All Rights Reserved
CHANNEL PREFERENCE –MARKETER VS HCP
PRIMARY RESEARCH
The Digital Savvy Pharma Marketer 2020/26
INDEGENE | All Rights Reserved
CHANNELPREFERENCE// MARKETER VS HCP
KEY TAKEAWAYS:
Top 3 channels preferred by HCPs: Online journals, websites, and KOL webinars
Top 3 channels preferred by pharma marketers: KOL webinars, social apps, and e-Detailing
• Spend vs ROI – Greatest return: KOL webinars
• Spend vs ROI – Least return: Social apps
• Spend vs ROI – Balanced return: Marketing emails
Pharma marketers must focus on improving the availability of their content in journals and websites
HIGH
Low
Low HIGH
Text messaging
Pharma marketer preference
HC
P p
refe
ren
ce
Remote detailing
Social apps
Marketing emails
Websites
e-Detailing
Online journals
KOL webinars
Rep emails
HCP Preference source - The Digital Savvy HCP Survey 2019
The Digital Savvy Pharma Marketer 2020/27
INDEGENE | All Rights Reserved
For general inquires and reproduction requests, contact
www.indegene.com
ABOUT INDEGENE
Indegene helps global healthcare organizations address complex challenges by seamlessly integrating analytics, technology, operations, and medical expertise. We help clients drive outcomes, revenue, and productivity improvements by making giant leaps in digital transformation, customer engagement, health reforms, healthcare cost reduction, and health outcomes improvement.
With offices in the US, Canada, UK, China, India, and Australia, Indegene can partner globally with clients; leverage a global talent pool of clinicians, technologists, domain experts, and business process specialists; deploy global infrastructure and proprietary IP assets; and harness global healthcare knowledge to solve complex industry challenges. Indegene works with over 100 global customers, including pharmaceutical and biotech companies, medical device manufacturers, life sciences organizations, health plans, health systems, ACOs, and provider organizations.