Of the North American pharma brands polled, 66.5% utilize email, compared with 70.2% who market in social media and 70.1% through webinars.
Social media, webinars and journals dominate in
Europe. Asia is similar, except that the third slot is occupied by promotional websites.
However, 57.5% in Europe see marketing emails as an upcoming channel, along with 62.4% in Asia.
On average, email draws 14% of the average digital budget in North America -- second only to HCP/brand portals, which get 19%.
Medical science liaison is now receiving 11% of the total
marketing budget.
And, while email is not in the top three channels in Europe and Asia, it is drawing 13% of the average digital marketing budget in both continents.
Overall,
pharma brands are allocating 34% of their marketing budgets to digital this year -- twice the amount they allocated in 2016. And 20% say their digital spends will grow by more than 50% over the next
three years.
The primary content strategies are:
- Personalization — 74%
- Promotion of content in infographics — 70%
- Repurposing content into
video graphics — 69%
- Adapting content to device compatibility — 68%
- Retargeting — 64%
- Localization — 60%
Indegene surveyed over
100 across the Americas, Europe and Asia.