Best Practices, LLC Strategic Benchmarking Research & Analysis for CSL Behring

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Best Practices, LLC Strategic Benchmarking Research & Analysis

Optimizing Biopharma Digital Marketing:

Insights to Improve Digital ROI, Performance Measurement,

Field Force Support & Mobile Engagement

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Table of Contents

Executive Summary pgs. 3-10

Research Overview pg. 3

Participating Companies pg. 5

Key Research Findings pgs. 7-10

Optimizing Digital Operations pgs. 11-17

Digital Investment Trends & Hotspots

Insights for Reducing Costs

Enhancing Field Support & Impact

Improving Performance Measurement & Cross-Channel Attribution pgs. 18-35

Measuring Digital ROI for Key Activities

Effective Metrics, KPIs and MCM Attribution Approaches

Gathering Critical Customer Data & Developing Marketing Insights

Achieving High-Impact Mobile & Digital Health Engagement pgs. 36-43

State of Play for Mobile Engagement

High-ROI Programs

Mobile Tools for Educating Customers & Improving Health

Study Participant Data pgs. 44-49

About Best Practices, LLC pgs. 50-51

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Research Overview: Objectives & Methodology

Elite healthcare organizations are investing more than ever in digital marketing to learn about their customers,

build better relationships, leverage effective online media, and grow revenue. This research examines a host of

key operational benchmarks required to achieve best-in-class performance in digital marketing in the healthcare

sector, and foster a stronger digital culture throughout the organization.

Topics Covered:

Research

Methodology

Research

Overview

Improving Digital Operations:

Reducing Digital Cost

Improving Sales Force Effectiveness

Assessing Performance, ROI, and

Use of Data and Analytics:

Measuring Digital ROI

Effective Performance Metrics

Top Attribution Approaches Used for

Measuring Value

KPIs for HCP Engagement

Mobile Engagement & Digital Health:

Use of Mobile Apps & Their Role in

Decision Making

Use of Mobile Apps in Digital Health &

Digital Medicine

Best Practices, LLC engaged 31 digital

marketing leaders at 24 companies

through a benchmarking survey

instrument.

Research participants work in such

functions as digital, multichannel

marketing, business excellence and

intelligence, marketing, and sales.

This benchmarking deliverable is part of a

series of Best Practices’ studies designed

to examine Digital Marketing performance

excellence in the healthcare industry.

This study will provide critical insights into

how savvy biopharma digital marketers are

using new tools and tactics to reduce cost,

raise sales force effectiveness, measure

performance and ROI for key channels, and

critical trends in mobile customer

engagement.

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Data Segmentations & Acronyms Used in this Study

Data Segments:

Large Company: Annual revenue of > $10

billion (US) in 2015

Medium & Small Company: Annual revenue

<$10 billion (US) in 2015

To help distill the most precise and relevant benchmark insights, several data segments were used in

this study. Definitions of these data segments, as well as other research terms and acronyms used

throughout this research, are provided below.

Key Terms & Acronyms:

DM – digital marketing

EHR – electronic health record(s)

HCP – healthcare provider

KPI – key performance indicator

MCM – multichannel marketing

ROI – return on investment

SEO – search engine optimization

SM – social media

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Universe Of Learning: 24 Companies Participated in Study

This study engaged 31 digital, multichannel marketing and other commercial leaders from 24 leading

healthcare organizations. Nearly 70% of participants serve at the level of director or above.

Benchmark Class:

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Key Findings

Few of the key findings and insights that emerged from this study:

Driving revenue growth is #1 objective for healthcare digital marketers: According to surveyed

digital marketers, the top-ranked goals to ensure to the long-term success of the digital marketing

function are to: 1) drive revenue growth; 2) raise customer engagement and satisfaction; and 3)

increase customer access and marketing reach. Though important, objectives like raising value beyond

the pill/product, growing internal digital capability, lowering total marketing costs to the organization and

leading product strategy are all more marginal goals.

Top-rated digital marketing performance metrics by effectiveness, per benchmark ratings,

include:

Branded websites: Conversions

Non-branded websites: Engagement

Mobile: Engagement

SEO & SEM: Volume driven

Email marketing: Reach

HCP campaign measurement: 1) Proportion of HCPs using digital channels vs. offline

channels, 2) Churn rate, 3) Customer satisfaction / net promoter score

Social media platforms: 1) Conversions, 2) “Influencer” data, 3) Clicks from shares

Biopharma mobile footprint now includes regularly updated physician and patient applications:

Close to two-thirds of benchmark DM teams have produced physician-oriented mobile applications, with

59% having also created patient-oriented apps and 23% creating apps for other customers (e.g., payers,

KOLs). Mobile apps for core customer groups, sustained by regular updates to ensure relevance, have

achieved solid uptake, with a high percentage of leading apps having succeeded in garnering more than

1,000 downloads. Digital health apps that may require FDA approval have been launched by 15% of

companies; electronic health record-related apps are more rare (4%).

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Q. How important is each of the following objectives to the future of your digital marketing function?

(Please rank order)

Top-Ranked Goals for Digital Marketing Function:

The top-ranked goals essential to the long-term success of the digital marketing function are to: first,

drive revenue growth; second, raise customer engagement and satisfaction; and third, increase customer

access and marketing reach. Lowering total costs and leading strategy are more marginal goals.

Driving Revenue Growth Is #1 Objective for Healthcare Digital Marketers

145

139

116

99

98

66

61

Drive revenue growth & product uptake (traditionalproduct-based business model)

Raise customer engagement and satisfaction

Increase access to customers & marketing reach

Enhance value beyond the pill (service-basedmodel)

Grow digital capability throughout theorganization

Lower overall marketing costs

Lead product strategy

N=26 Note: Score is a weighted calculation. Items ranked first are valued higher than the following ranks, the score is the sum of all weighted rank counts.

27%

3%

17%

3%

7%

0%

0%

% respondents

ranking #1

#1

#2

#3

#4

#5

#6

#7

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Q. What level of ROI have you been able to measure for the following digital activities in your company?

ROI for Digital Activities:

Though few companies consistently achieve high ROI across the board, almost half of companies can

point to some level of “hard ROI” (i.e., revenue growth or cost reduction) in SEO programs, online ads,

field support, analytics & forecasting, and data assimilation. Email marketing (72%), websites (65%),

content (64%), and mobile (52%) all produce some ROI for DM teams, but often only anecdotally.

Highest ROI Levels Come in SEO/Online Ads & Field Support

% respondents N=26

4%

4%

4%

4%

13%

12%

8%

4%

20%

29%

40%

20%

19%

33%

40%

28%

36%

28%

25%

16%

44%

42%

21%

16%

36%

8%

4%

4%

8%

8%

4%

4%

4%

8%

52%

44%

38%

32%

28%

31%

29%

28%

20%

Social media engagement

Mobile

Data gathering, assimilation & CRM systems

Analytics, forecasting activities & predictive modeling

Digital content & collateral building

Websites

Field support (sales, MSL teams)

SEO & online advertising

Email marketing*Highest combined “hard” + “soft” ROI

*Highest combined

“hard” ROI only

High ROI (revenue growth

or cost reduction) Some ROI (anecdotal

evidence) Not Clear

Zero ROI

Some ROI (revenue growth

or cost reduction)

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Q. How effective are each of the following performance metrics for assessing social media impact?

Effective Social Media Metrics:

After “conversions” (which 46% deem highly effective), tracking “influencer” data is seen as a critical

metric to assess strong performance across social media communities. “Share rate,” which measures

the degree to which users find content compelling enough to highlight, is rated at least somewhat

effective by 62% of benchmark respondents.

“Influencer” Data Is 2nd-Most Effective Social Media Performance Metric

% respondents

46% 35%

19% 12% 8%

12%

19%

35% 50% 46%

8% 8% 4%

35% 46%

38% 38% 42%

Conversions/ sign-ups/ downloads

Influencer data(profiles/ types who

drive others tointeract or convert)

Clicks resulting fromshares

Share rate Shares / likes

Highly effective Somewhat effective Ineffective NA (don’t use)

N=26

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Engagement Channel

Branded Websites

Non-Branded Websites

Email Marketing

Social Media

HCP Engagement

Best Digital KPI to Standardize*

Best KPIs to Standardize across Brands: Conversions, Customer Satisfaction Score DM teams who standardize KPIs across the brands they support show better able to identify, deliver and

measure value. Based on the usage and success ratings of high-performing companies, the following set

of metrics provide a starting point for effectively standardizing performance measurement in each of the

following engagement channels.

*Based on top-rated

performance metrics

according to companies

with partial or full

standardization of

digital KPIs across

brands

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Q. Which of the following mobile app program milestones have you achieved in the past year?

State of Play for Healthcare Mobile Applications:

Close to two-thirds of benchmark DM teams have created physician-oriented mobile applications, with

59% having also created patient-oriented apps and 23% creating apps for other customers (e.g., payers,

KOLs). A high percentage of those who have launched mobile apps have succeeded in garnering more

than 1,000 downloads. Digital health and electronic health record-related apps are currently rare.

For >50%, Mobile Footprint includes Physician & Patient Apps with Regular Updates

% respondents N=27

4%

15%

23%

42%

59%

59%

63%

100%

96%

85%

77%

58%

41%

41%

37%

Created a point-of-care app that complemented Medscape,Sermo or similar physician resource

Created a point-of-care app that complemented an ElectronicHealth Record system or Personal Health Record

Created a “digital health" app that required FDA approval

Designed a mobile app for other customers

Garnered more than 1,000 downloads for a single app

Designed a mobile app for patients

Updated an app regularly

Designed a mobile app for physicians

Yes No, never

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Q. Please provide the following information, which will be used for classification purposes and to ensure that you

receive a copy of the full study deliverable.

Participant’s Job Title:

This research features quantitative and qualitative insights from a wide range of leaders from the digital

marketing function. More than half of respondents serve at the VP or director level, or as heads of digital

units.

Universe of Learning: Insights Drawn from Host of Digital Leaders

N=30

*Other: Lead Marketing

Operations (2)

AVP/SVP/VP 10%

Director/ Global Director

23%

Associate/Executive Director

17%

Global Head/Head 17%

Sr. Manager/ Manager

20%

Other 13%

*

% respondents

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Best Practices®, LLC is an internationally recognized thought leader in the field of best practice

benchmarking®. We are a research, consulting, benchmark database, publishing and advisory firm that

conducts work based on the simple yet profound principle that organizations can chart a course to superior

economic performance by leveraging the best business practices, operating tactics and winning strategies of

world-class companies.

6350 Quadrangle Drive, Suite 200

Chapel Hill, NC 27517

(Phone): 919-403-0251

www.best-in-class.com

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