市場調査レポート

医薬品のデジタルマーケティング:ブランド価値を解き放つマルチチャネルマーケティングミックスの転換

Pharmaceutical Digital Marketing: Transforming Your Mulichannel Marketing Mix to Unlock Brand Value

発行 Cutting Edge Information 商品コード 223943
出版日 ページ情報 英文 221 Pages
納期: 即日から翌営業日
価格
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医薬品のデジタルマーケティング:ブランド価値を解き放つマルチチャネルマーケティングミックスの転換 Pharmaceutical Digital Marketing: Transforming Your Mulichannel Marketing Mix to Unlock Brand Value
出版日: 2014年03月31日 ページ情報: 英文 221 Pages
概要

当レポートでは、ライフサイエンス産業におけるデジタルマーケティング戦略について調査分析し、ブランド価値を強化するためのソーシャルメディアとモバイルアプリケーションの利用、企業のデジタルマーケティング目的、構造、予算およびメディアミックスのベンチマーク、および新しいROI戦略などの分析を提供しており、概略下記の構成でお届けいたします。

エグゼクティブサマリー

デジタルマーケティング活動をサポートするための予算編成・アウトソーシング戦略の開発

  • デジタルイニシアチブをサポートするリソースの獲得
  • デジタルマーケティング活動のアウトソーシング
  • ベンダーとの協力

ブランド戦略を促進するデジタル構造・スタッフィング実行

  • 戦略とフォーカスを最適化するためのデジタルチームの構築
  • 戦略を効果的に実行するためのデジタルマーケティングスタッフィングの最適化
  • デジタルマーケティングチームのプロファイル

企業のマルチチャネルマーケティングミックス:デジタルと従来型チャネルの統合

  • 早期にデジタル戦略を開発する
  • デジタルイニシアチブを確立された企業戦略に接続する
  • 企業が用いるマルチチャネル戦略の背後にある促進因子を理解する
  • 効率的なマルチチャネル戦略を促進するためにさまざまなマーケティングプラットフォームを統合する
  • 企業の報告されたマーケティングミックスはモバイルプラットフォーム成長を紹介

消費者とエンゲージ・教育するためのソーシャルメディア・モバイル技術の活用

  • 新しいデジタルイニシアチブを包括的なコンテンツ戦略に接続する
  • 消費者を教育する・消費者とコミュニケーションを取るためのデジタルチャネルの利用
  • 企業イニシアチブおよび治療領域がソーシャルメディアプラットフォームの選択を決定
  • 疾病管理・教育を促進するモバイル技術
  • 新しいデジタルイニシアチブを改善するための消費者プライバシーの向上とモバイルアプリケーションのアップデート
  • 接続の強化および新デジタルの将来におけるエンゲージメント

デジタルマーケティングイニシアチブに関する実際の利益の測定

  • ROIのメリット:マーケティングミックスの促進・ステークホルダーの懸念の軽減
  • ROI責任の分担:評価プロセスの定義・簡素化
  • ROI戦略をガイドする際のハード・ソフトメトリクスの統合

図表

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目次
Product Code: PH196

As regulatory and logistical barriers lessen, eMarketing is growing more prevalent in the life sciences industry. The digital space unlocks great potential for drug and device companies to expand market reach. New online channels, including social media and mobile technology, are finding their way within each company's marketing media mix. These changes allow companies the opportunity to augment their social media and mobile application use to enhance brand value. This report will help marketing teams reinforce their digital marketing strategies. In-depth benchmarks explore companies' digital marketing objectives, structures, budgets, and media mixes - including the extent to which companies use mobile applications and social media. It also provides insight into companies' evolving ROI strategies; specifically, the use of hard and soft metrics to showcase the potential value of new digital channels.

KEY QUESTIONS

ANSWERING CRITICAL QUESTIONS FOR OUR CLIENTS

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Pharmaceutical digital marketing teams need to keep up with the growing social media and mobile apps trends to continue providing valuable experiences for end users. The data and analysis contained in this report will help you answer many questions as your company evolves its marketing strategies. Here are some of the key questions answered in this benchmarking study:

KEY QUESTIONS ANSWERED IN THIS REPORT

  • How do newer digital channels compare to traditional marketing?
  • Where should digital marketing teams focus their strategy?
  • Should companies implement centralized or decentralized teams to manage digital marketing efforts?
  • Should companies maintain a single digital campaign across multiple markets?
  • What digital marketing activities should companies outsource?
  • How can companies use digital marketing to best reach consumers?
  • Why should companies leverage both traditional and digital marketing?
  • How can companies use budgets to align different groups' strategies?
  • What groups should be involved in strategy development for the digital team?
  • How can companies demonstrate the value of digital marketing to internal stakeholders?
  • What kinds of apps should companies create?

KEY FINDINGS

CRITICAL FINDINGS FOR MARKETING EXECUTIVES

Cutting Edge Information analysts synthesized the following principles from the full breadth and depth of this project's research. The principles are signposts to help improve your company's digital marketing strategies. While these points are not inclusive of all elements in this report, they emphasize its central and most critical concepts.

  • 1. DISCOVER THE RIGHT MARKETING MIX, BALANCING TRADITIONAL AND DIGITAL APPROACHES.
  • 2. DETERMINE RESOURCE LEVELS NEEDED IN ALIGNING DIGITAL MARKETING WITH BRAND/ CORPORATE TEAM GOALS.
  • 3. ORCHESTRATE IN-HOUSE CAPABILITIES AND VENDOR EXPERTISE TO MAKE THE MOST OUT OF DIGITAL INITIATIVES.
  • 4. INTEGRATE STRONG, CUSTOMER-FOCUSED CONTENT INTO A MULTICHANNEL MARKETING STRATEGY.
  • 5. RAISE PATIENT SUPPORT AND PHYSICIAN EDUCATION USING SOCIAL MEDIA INITIATIVES AND MOBILE TECHNOLOGY.
  • 6. LEVERAGE A MIXTURE OF HARD AND SOFT METRICS TO GAUGE DIGITAL MARKETING RETURNS.

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Table of Contents

Executive Summary

  • Study Methodology
  • Study Definitions
  • Digital Marketing: Five Principles for Success

Developing Budgeting and Outsourcing Strategies to Support Digital Marketing Activities

  • Gaining Resource Support for Digital Initiatives
  • Outsourcing Digital Marketing Activities
  • Collaborating with Vendors

Digital Structures and Staffing Practices to Drive Brand Strategies

  • Structure Digital Teams to Optimize Strategy and Focus
  • Optimize Digital Marketing Staffing to Implement Strategies Effectively
  • Digital Marketing Team Profiles

Companies' Multichannel Marketing Mix: Integrating Digital and Traditional Channels

  • Develop Digital Strategy Early
  • Connect Digital Initiatives to Established Company Strategies
  • Understanding the Drivers Behind Companies' Use of Multichannel Strategy
  • Consolidate Diverse Marketing Platforms to Promote Efficient Multichannel Strategy
  • Companies' Reported Marketing Mixes Showcase the Growth of Mobile Platforms

Leveraging Social Media and Mobile Technology to Engage and Educate Consumers

  • Connect New Digital Initiatives to Overarching Content Strategy
  • Using Digital Channels to Educate and Communicate with Consumers
  • Company Initiative and Therapeutic Area Determine Social Media Platform Selection
  • Mobile Technology Facilitates Disease Management and Education
  • Increase Consumer Privacy and Update Mobile Apps to Improve New Digital Initiatives
  • Increased Connectivity and Engagement in the Future of New Digital

Measuring the True Return on Digital Marketing Initiatives

  • Benefits of ROI: Driving Marketing Mixes and Alleviating Stakeholder Concerns
  • Assigning ROI Responsibilities: Defining and Simplifying the Evaluative Process
  • Integrate Hard and Soft Metrics When Guiding ROI Strategy

CHARTS AND GRAPHICS

Executive Summary

  • Figure E.1: Marketing Mix from 2012 to 2014: All Companies
  • Figure E.2: Companies' Leading Challenges When Evaluating Digital Marketing ROI

Digital Marketing: Five Principles for Success

  • Figure E.3: Preferred Digital Marketing Outsourcing Strategy, by Company Type
  • Figure E.4: Types of Digital Marketing Group Structures: All Companies

Developing Budgeting and Outsourcing Strategies to Support Digital Marketing Activities

Gaining Resource Support for Digital Initiatives

  • Figure 1.1: Percentage of Teams Reporting a Dedicated Digital Marketing Budget, by Team Type
  • Figure 1.2: Selected Corporate Teams' Digital Marketing Budgets, by Company
  • Figure 1.3: Selected Brand Teams' Digital Marketing Budgets, by Company

Outsourcing Digital Marketing Activities

  • Figure 1.4: Percentage of Companies Outsourcing Some Portion of Digital Marketing Activities
  • Figure 1.5: Ratings of Perceived Importance of Vendors in Digital Marketing Initiatives, by Company Type
  • Figure 1.6: Companies' Average Ratings of Vendors' Digital Marketing Capabilities
  • Figure 1.7: Distribution of Brand Teams' Digital Marketing Responsibility, by Company
  • Figure 1.8: Distribution of Corporate Teams' Digital Marketing Responsibility, by Company
  • Figure 1.9: Preferred Digital Marketing Outsourcing Strategy, by Company Type
  • Figure 1.10: Preferred Digital Marketing Outsourcing Strategy, by Team Level
  • Figure 1.11: Percentage of Companies Using Vendors to Assist with Digital Marketing Strategy Development
  • Figure 1.12: Percentage of Companies Using Vendors to Assist with Digital Marketing Strategy Development, by Company Type
  • Figure 1.13: Percentage of Brand Teams Using Vendors to Assist with Digital Marketing Strategy Development
  • Figure 1.14: Percentage of Corporate Teams Using Vendors to Assist with Digital Marketing Strategy Development
  • Figure 1.15: Extent of Companies' Responsibility for Digital Marketing Execution
  • Figure 1.16: Extent of Brand Teams' Responsibility for Digital Marketing Execution
  • Figure 1.17: Extent of Corporate Teams' Responsibility for Digital Marketing Execution
  • Figure 1.18: Average Distribution of Companies' Mobile Initiative Development, by Activity
  • Figure 1.19: Average Distribution of Brand Teams' Mobile Initiative Development, by Activity
  • Figure 1.20: Average Distribution of Corporate Teams' Mobile Initiative Development, by Activity

Collaborating with Vendors

  • Figure 1.21: Companies' Preferred Digital Marketing Vendor Type
  • Figure 1.22: Brand Teams' Preferred Digital Marketing Vendor Type
  • Figure 1.23: Corporate Teams' Preferred Digital Marketing Vendor Type

Digital Structures and Staffing Practices to Drive Brand Strategies

Structure Digital Teams to Optimize Strategy and Focus

  • Figure 2.1: Percentage of Companies with a Dedicated Digital Marketing Group
  • Figure 2.2: Percentage of Companies with a Dedicated Digital Marketing Group, by Company Type
  • Figure 2.3: Percentage of Corporate Teams with a Dedicated Digital Marketing Group
  • Figure 2.4: Percentage of Brand Teams with a Dedicated Digital Marketing Group
  • Figure 2.5: Age of Companies' Dedicated Digital Marketing Group
  • Figure 2.6: Age of Companies' Dedicated Digital Marketing Group, by Company Type
  • Figure 2.7: Age of Corporate Teams' Dedicated Digital Marketing Group
  • Figure 2.8: Age of Brand Teams' Dedicated Digital Marketing Group
  • Figure 2.9: Advantages of Digital Marketing Structures: Centralized vs. Decentralized
  • Figure 2.10: Types of Digital Marketing Group Structures: All Companies
  • Figure 2.11: Types of Digital Marketing Group Structures: Top 20 and Affiliate Companies
  • Figure 2.12: Types of Digital Marketing Group Structures: Top 50 Companies
  • Figure 2.13: Types of Digital Marketing Group Structures: Small Companies
  • Figure 2.14: Corporate Teams' Digital Marketing Group Structures
  • Figure 2.15: Brand Teams' Digital Marketing Group Structures
  • Figure 2.16: Functions Involved in Developing Companies' Digital Marketing Strategy
  • Figure 2.17: Functions Involved in Developing Corporate Teams' Digital Marketing Strategy
  • Figure 2.18: Functions Involved in Developing Brand Teams' Digital Marketing Strategy
  • Figure 2.19: Function Housing Digital Marketing Group, by Team Type
  • Figure 2.20: Function Housing Digital Marketing Group, by Company Type
  • Figure 2.21: Level of Executive Leading Digital Marketing Teams, by Team Type
  • Figure 2.22: Level of Executive Leading Digital Marketing Teams, by Company Type

Optimize Digital Marketing Staffing to Implement Strategies Effectively

  • Figure 2.23: Total Digital Marketing Staffing
  • Figure 2.24: Digital Marketing Staffing: Senior Management
  • Figure 2.25: Digital Marketing Staffing: Middle Management
  • Figure 2.26: Digital Marketing Staffing: Community Manager Staffing
  • Figure 2.27: Digital Marketing Staffing: Design
  • Figure 2.28: Digital Marketing Staffing: Technical Development
  • Figure 2.29: Digital Marketing Staffing: Quality Assurance
  • Figure 2.30: Total Number of Dedicated FTEs Supporting Each Mobile Initiative
  • Figure 2.31: Number of Technical Developers per Mobile Initiative
  • Figure 2.32: Total Number of Dedicated FTEs per Mobile Platform
  • Figure 2.33: Number of Technical Developers per Mobile Platform
  • Figure 2.34: Total Number of Dedicated FTEs per Social Media Platform
  • Figure 2.35: Number of Community Managers per Social Media Platform

Digital Marketing Team Profiles

  • Figure 2.36: Staffing Profile: Company 22
  • Figure 2.37: Staffing Profile: Company 23
  • Figure 2.38: Staffing Profile: Company 24
  • Figure 2.40: Staffing Profile: Company 25
  • Figure 2.39: Staffing Profile: Company 10

Companies' Multichannel Marketing Mix: Integrating Digital and Traditional Channels

Develop Digital Strategy Early

  • Figure 3.1: A General Look at Companies' Preliminary Market Research Process
  • Figure 3.2: Process for Conducting Market Research to Improve Digital Initiatives: Company E (Small Pharma)

Connect Digital Initiatives to Established Company Strategies

Understanding the Drivers Behind Companies' Use of Multichannel Strategy

Consolidate Diverse Marketing Platforms to Promote Efficient Multichannel Strategy

Companies' Reported Marketing Mixes Showcase the Growth of Mobile Platforms

  • Figure 3.3: Marketing Mix from 2012 to 2014: All Companies
  • Figure 3.4: Percentage Change in Marketing Mix from 2012 to 2014: All Companies
  • Figure 3.5: Marketing Mix from 2012 to 2014: US Companies
  • Figure 3.6: Marketing Mix from 2012 to 2014: Non-US Companies
  • Figure 3.7: Marketing Mix from 2012 to 2014: Top 20 and Affiliate Companies
  • Figure 3.8: Marketing Mix from 2012 to 2014: Top 50 Companies
  • Figure 3.9: Marketing Mix from 2012 to 2014: Small Companies
  • Figure 3.10: Marketing Mix from 2012 to 2014: Brand Teams
  • Figure 3.11: Marketing Mix from 2012 to 2014: Corporate Teams

Leveraging Social Media and Mobile Technology to Engage and Educate Consumers

Connect New Digital Initiatives to Overarching Content Strategy

  • Figure 4.1: Age of Social Media Strategy, by Company Type
  • Figure 4.2: Age of Social Media Strategy, by Team
  • Figure 4.3: Approximate Age of Selected Brand Teams' Social Media Strategy
  • Figure 4.4: Age of Mobile Strategy, by Company Type
  • Figure 4.5: Age of Mobile Strategy, by Team
  • Figure 4.6: Approximate Age of Selected Brand Teams' Mobile Strategy

Using Digital Channels to Educate and Communicate with Consumers

  • Figure 4.7: Companies' Target Audiences for Social Media Initiatives
  • Figure 4.8: Brand Teams' Target Audiences for Social Media Initiatives
  • Figure 4.9: Corporate Teams' Target Audiences for Social Media Initiatives
  • Figure 4.10: Companies' Target Mobile Audiences
  • Figure 4.11: Brand Teams' Target Mobile Audiences
  • Figure 4.12: Corporate Teams' Target Mobile Audiences
  • Figure 4.13: Companies' Primary Social Media Objectives
  • Figure 4.14: Brand Teams' Primary Social Media Objectives
  • Figure 4.15: Corporate Teams' Primary Social Media Objectives
  • Figure 4.16: Companies' Primary Mobile Objectives
  • Figure 4.17: Brand Teams' Primary Mobile Objectives
  • Figure 4.18: Corporate Teams' Primary Mobile Objectives

Company Initiative and Therapeutic Area Determine Social Media Platform Selection

  • Figure 4.19: Percentage of Companies Using Social Media, by Platform Type
  • Figure 4.20: Percentage of Brand Teams Using Social Media, by Platform Type
  • Figure 4.21: Percentage of Corporate Teams Using Social Media, by Platform Type
  • Figure 4.22: Companies' Perceived Impact of Specific Social Media Platforms
  • Figure 4.23: Specific Brand Teams' Use of Social Media Platforms, by Therapeutic Area
  • Figure 4.24: Therapeutic Areas with Facebook Initiatives
  • Figure 4.25: Therapeutic Areas with Twitter Initiatives
  • Figure 4.26: Therapeutic Areas with YouTube Initiatives
  • Figure 4.27: Therapeutic Areas with Pinterest Initiatives
  • Figure 4.28: Therapeutic Areas with Other Social Media Initiatives

Mobile Technology Facilitates Disease Management and Education

  • Figure 4.29: Percentage of Companies Using Mobile Applications, by Channel
  • Figure 4.30: Percentage of Brand Teams Using Mobile Applications, by Channel
  • Figure 4.31: Percentage of Corporate Teams Using Mobile Applications, by Channel
  • Figure 4.32: Percentage of Corporate Teams Using Mobile Applications, by Channel
  • Figure 4.33: Mobile Initiative Platforms Commonly Used by Digital Marketing Groups
  • Figure 4.34: Number of Mobile Applications, by Brand Team
  • Figure 4.35: Brand Teams' Target Mobile Audiences
  • Figure 4.36: Therapeutic Areas with Mobile Initiatives Targeted at Patients
  • Figure 4.37: Therapeutic Areas with Mobile Initiatives Targeted at Physicians

Increase Consumer Privacy and Update Mobile Apps to Improve New Digital Initiatives

Promote Increased Connectivity and Engagement through New Digital Channels

Measuring the True Return on Digital Marketing Initiatives

  • Figure 5.1: Percentage of Companies Currently Measuring Digital Marketing Activity ROI

Tracking the Value of Digital Marketing Initiatives

Assigning ROI Responsibilities: Defining and Simplifying the Evaluative Process

  • Figure 5.2: Companies' Digital Marketing ROI Evaluation Method
  • Figure 5.3: Groups Involved in Companies' Digital Marketing ROI Analyses
  • Figure 5.4: Digital Initiative ROI Buy-In Cycle: Company E (Small Pharma)
  • Figure 5.5: Average Amount of Time After Digital Initiative Launch That Companies Begin Measuring Branded ROI
  • Figure 5.6: Average Time After Digital Initiative Launch that Companies Begin Measuring Unbranded ROI
  • Figure 5.7: Companies' Preferred Digital Marketing ROI Metrics

Integrating Hard and Soft Metrics When Guiding ROI Strategy

  • Figure 5.8: Percentage of Companies Using Specific Metrics to Evaluate Digital Marketing Success
  • Figure 5.9: Percentage of Companies Using Specific Methods to Determine Digital Marketing Channels Most Effective in Engaging Viewers
  • Figure 5.10: Incorporating Healthcare Audiences' Perspectives Into Digital Marketing ROE Analyses: Company G (Top 20 Pharma)
  • Figure 5.11: Companies' Ratings of Perceived Importance of Specific Digital Marketing ROI Metrics
  • Figure 5.12: Digital Marketing ROI Study: Company G (Top 20 Pharma)
  • Figure 5.13: Companies' Leading Challenges when Evaluating Digital Marketing ROI
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