CHAPEL HILL, N.C., Dec. 8, 2017 /PRNewswire/ -- Pharmaceutical and medical device companies are increasingly using digital engagement channels to more effectively communicate with their customers.
Unlike many other operational areas of pharma and medical device organizations, 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. This 72-page study will serve as a resource for driving digital marketing performance in the healthcare industry.
Topics addressed in the study include:
- Digital Marketing Service Structure
- Digital Marketing Staffing & Investment
- Digital Operations
- Digitizing NPP, Launch & High-growth Products
- Performance Measurement
- Mobile Engagement & Digital Health
- Innovative Channels, Programs & Activities
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/rr1476.htm.
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