the digital savvy pharma marketer 2020 - indegene · • the average allocation toward digital...

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



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.



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



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%



CHANNEL PREFERENCESAND EFFECTIVENESS

Channels preference: Called-on marketing

Channel preference: White space marketing

Called-on vs white space marketing trends

PRIMARY RESEARCH



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



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




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

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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



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


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


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



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



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


69.5 69.672.0

66.570.1 70.2

62.1

67.2 67.4



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



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%



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%



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%



DIGITALMARKETINGBUDGETALLOCATION// EUROPE

CHANNEL SPEND

Textmessaging


Remotedetailing

Mobileapps

Socialmedia

Onlinejournals

e-Detailing


Marketingemails

HCP/Brandportals

KOLwebinars

16%

13%

12%

11%

9%

8%

8%

7%

6%

6%

6%





3-Year Projection

35% 50% 11% 4%

<30% 31%-50% 51%-70% >70%

27% 30% 32% 11%

<30% 31%-50% 51%-70% >70%



DIGITALMARKETINGBUDGETALLOCATION// ASIA

CHANNEL SPEND

Textmessaging


Remotedetailing

Mobileapps

Socialmedia

Onlinejournals

e-Detailing


Marketingemails

HCP/Brandportals

KOLwebinars

16%

13%

12%

11%

9%

8%

8%

7%

6%

6%

6%





3-Year Projection

46% 40% 11% 3%

<30% 31%-50% 51%-70% >70%

49% 21% 21% 9%

<30% 31%-50% 51%-70% >70%



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%



PRIMARY RESEARCH

ENGAGEMENTS TRENDS –CONTENT STRATEGIESAND TECHNOLOGYADOPTION

Effective Content Strategies

Technology Adoption



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%



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%



CHANNEL PREFERENCE –MARKETER VS HCP

PRIMARY RESEARCH



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



For general inquires and reproduction requests, contact

[email protected]

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.

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