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BEST PRACTICES,®
LLC
Best Practices in Advancing Customer Marketing
Best Practices, LLC Strategic Benchmarking Research
Innovations in Engaging and Communicating with Health Care Providers, Patients, Payers and KOLs
BEST PRACTICES,®
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Improve Delivery of Information to Diverse
Customer Base
Business Issue and Corporate Challenge
Research Objectives:This report identifies the organizational structures, roles, processes and mechanisms that biopharmaceutical companies have in place (or have in development) to promote and enable innovation and excellence in Customer Marketing.
Customers include:Health Care Professionals ConsumersKOLs Payers
Marketing emphasis is on understanding and maximizing opportunities in:Where/how customers receive information today?Where and how our customers will receive information in the future?How to best engage and interact customers now and in the future?
To overcome challenges in reaching all pharmaceutical customers today, savvy bio- pharmaceutical company leaders must embrace innovation in their marketing programs. This report identifies how companies structure, staff and organize to find, use and quickly incorporate innovative practices to improve marketing across all customer groups.
Field Research & Insight Development:Results based on survey responses from 35 biopharmaceutical, and medical device executives. Six were interviewed
INFORM
Research Outcome
BEST PRACTICES,®
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List of Participating CompaniesThirty-five representatives from 25 companies participated in this research. Respondents work in commercial operations with a focus to improving innovative access to corporate products.
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Innovation Unit Known for Expertise and Execution
What is this unit most known for within the company?
(n=25)
% of Companies
Other, 20%
Expertise, 32%Execution, 28%
Innovation, 20%
Within a number of benchmark companies, the innovation units tend to be identified for their expertise and ability to execute on activities and tactics that are required.
Other include:•Process•Planning and Strategy•traditional brand marketing•The go-to for advocacy
group relationships•Technology, service,
total solutions
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Marketing Innovation Seems Focused on Health Care Professionals and Patients
Please indicate for which markets this unit is responsible for marketing innovation and excellence.
(n=25)
52%
48%
44%
8%
80%
72%
Health Care Professionals-ThisUnit/Department
Consumers-This Unit/Department
Hospitals-This Unit/Department
Payors-This Unit/Department
Advocacy Groups-ThisUnit/Department
Other-This Unit/Department
% of Companies
Many Innovation Units seem to focus their work to health care professionals and consumers. That leaves great opportunities to work with other customer segments, such as advocacy and payer organizations.
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Marketing and Commercial Operations Oversee Innovation
Where does this unit report? (e.g. Marketing, Commercial Operations, Technology)
(n=25)
% of Companies
Marketing, 48%
Commercial Operations, 28%
Member of Board, 4%
Sales, 4%
Department directors, 4%
Stand alone SBU reporting to CEO,
4%Geographic Head,
4%
Managed Markets and Healthcare Solutions, 4%
More than three-fourths of Innovation Units report to either the Marketing or Commercial Operations division of the company.
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Innovation Units Depend on Brands Teams and Marketing Departments for Funding
Where does funding come from for new initiatives?
(n=17)
11%
11%
41%
37%
Brand budgets
Overallmarketing
budget
Project/capitalbudgets
Other
% of Companies
New innovation initiatives get nearly four-fifths of their funding from brand teams or from marketing departments.
Other includes:•Solutions Budget•Budget Core Innovation Team
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Industry Conferences Increase Knowledge for Innovation
87% of companies state that staff attend industry conference with at least a semi-annual frequency in 71% of the cases.
Does this unit's staff attend industry conferences? If yes, then how often?
Attending Industry Conferences
No, 13%
Yes, 87%
Frequency of Conferences
21%
14%
14%
14%
36%
0% 10% 20% 30% 40%
Semi-annually
Quarterly
Monthly
Annually
Other
(n=14)
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Global Marketing Responsible for Innovation
Who has primary responsibility for innovating and achieving excellence in Customer Marketing?
(n=10)
20%
10%
10%
40%
20%
Global Marketing
Therapeutic Marketing
Cross-Organizational Forum/Team
Consumer Marketing
Other
In 40% of the cases, Global Marketing is in charge of innovation.
% of Companies
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