PHARMA’S DIGITAL DISCONNECT CUSTOMERS AND MARKETS ARE DIGITAL The marketing and sales innovation that once drove success is becoming increasingly ineffective in a digital, value-based world. A new wave of customer experience expectations are driving demand for solutions, not just pills. Pharma needs to embrace the next chapter of marketing innovation with the same commitment shown in the blockbuster era of the 1980s. Yet most aren’t…
There is 1 new LinkedIn user
71% OF U.S. ONCOLOGISTS have communicated with patients through digital channels 5
EVERY 2 SECONDS 1
58% OF U.S. ONLINE MS PATIENTS use health-related mobile resources 4
The average American has
55% OF ONLINE RHEUMATOID ARTHRITIS PATIENTS
634 CONNECTIONS on social media 2
in EU5 have brought online health information into the conversation at the point of care.6
There are
4 BILLION YOUTUBE views every day 3
YET, PHARMA IS NOT SET UP FOR DIGITAL SUCCESS When did your company last restructure? 7
Is your company currently organized for digital success? Despite the effort, it’s not working and according to executives, they are not ready to engage consumers in a digitally mature manner.
22% 14% 78%
86%
Over 1 year ago
Within past 12 months
Yes
No
TO DRIVE DIGITAL MATURITY, PHARMA NEEDS TO LOOK AT PEOPLE, OPERATIONS AND CULTURE Misalignment of digital orgs and brands. “Time frames and incentives are often misaligned in pharma.”
Lack of standards, playbooks, iterative process. “Brand managers stick to what they know, and check the box on digital.”
– SENIOR MANAGER, DIGITAL MARKETING5
– DIRECTOR MULTICHANNEL STRATEGY5
Low investment, high expectations. “Money doesn’t follow the mandate. If we are going to evolve, we certainly need to evolve the way our budgets are pushed down.”
Disparate realities “If the FDA revised its TV regulations, we could see the second golden age of DTC TV.”
– MANAGER, DIGITAL STRATEGY5
– CEO, LEADING AGENCY5
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SOURCES:
1 LinkedIn, May 2015 2 http://www.pewinternet.org/2011/06/16/part-3-social-networking -site-users-have-more-friends-and-more-close-friends/ 3 Youtube.com, 2014 4 Manhattan Research, Cybercitizen Health® US 2014 5 Manhattan Research, Taking the Pulse® US 2015 6 Manhattan Research, Cybercitizen Health® Europe 2014 7 Manhattan Research, Pharma’s Digital Disconnect Executive Study 2015. n=30
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