U.S. marketers spend slightly less on digital engagement with docs than China
A similar percentage of pharma marketers in the U.S. and China spent more than 20% of their marketing budgets — 31% and 33% — on digital in 2016, according to a new survey.
In the U.S., marketers said social media, mobile apps, and detailing — both online and in-person — were their preferred ways to engage healthcare providers. In China, they also preferred using mobile apps and social media but favored webinars hosted by key opinion leaders over detailing.
Healthcare technology company Indegene polled 104 pharma marketers on their marketing habits, among them 42% from the U.S., 25% from Asia-Pacific countries, 15% from the E.U., and 18% from China. The study was conducted from August to October of this year.
All surveyed marketers said that KOL webinars, brand promotional emails, and online and in-person detailing offered the best return-on-investment for their marketing dollars. And for every $100 spent in their digital marketing budgets, they spent $17 each on brand promotional emails and KOL webinars and $15 on content portals for healthcare providers. In terms of the channels they preferred to use to reach healthcare providers — but didn't necessarily offer the best ROI — marketers ranked brand promotional emails, KOL webinars, and HCP portals as the top three ways to engage providers.
The surveyed marketers said they expect social media and mobile apps to overtake branded emails and detailing as their preferred ways of engaging providers by 2018.