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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.
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THE DIGITAL SAVVY PHARMA MARKETER 201602 03
Executive Summary
PHARMAFUTURE™ | ALL RIGHTS RESERVED
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
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THE DIGITAL SAVVY PHARMA MARKETER 2016
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% ↑
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Mobile
Apps
53%
SMS/
Texts
32%
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
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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
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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
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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
14 15
Global Pharma Marketers’ Digital Spend –
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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
16 17
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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%
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
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