Slide deck from PMGroup's Digital Futures 2014 webinar. (The webinar itself was presented by PMGroup editorial director Dominic Tyer, with guest commentary from Carwyn Jones, managing director of The Earthworks, and is available with audio here: http://www.pmlive.com/pharma_intelligence/digital_futures_2014_webinar_532653.) Based on the annual Digital Futures survey the slides cover pharma's digital marketing priorities, most valuable social media channels and biggest challenges with 'digital'. The survey found mutlichannel marketing, healthcare professional networks and digital strategy were top of mind for pharma marketers.

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2. Digital Futures > marketing priorities > social media > industry challenges
Dominic Tyer
Editorial Director
PMGroup
@PMLiVEcom www.pmlive.com
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3. Digital Futures > marketing priorities > social media > industry challenges
@PMLiVEcom www.pmlive.com
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4. Digital Futures > marketing priorities > social media > industry challenges
@PMLiVEcom www.pmlive.com
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5. “Honestly, I would say trying to do more
with even less budget, with mixed results.
I also think we'll continue to see limited
spending on traffic generation, limited
uptake of social and continued creation of
apps for the sake of it.”
Digital Futures > marketing priorities > social media > industry challenges
@PMLiVEcom www.pmlive.com
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6. “More positively, we'll see creation of
significant, robust and enduring digital
strategies … whether these ever
influence what happens on the ground
will be a different matter”
Digital Futures > marketing priorities > social media > industry challenges
@PMLiVEcom www.pmlive.com
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7. Digital Futures > marketing priorities > social media > industry challenges
Q1: What areas of digital marketing would
you like to make more use of in 2014?
1 Multi-channel marketing
1 Mobile (apps)
2 Healthcare professional networks
3 Closed loop marketing
4 Social media (use)
@PMLiVEcom www.pmlive.com
#pmlweb

8. Digital Futures > marketing priorities > social media > industry challenges
Q1: What areas of digital marketing would
you like to make more use of in 2014?
1 Multi-channel marketing
1 Mobile (apps)
2 Healthcare professional networks
3 Closed loop marketing
4 Social media (use)
5 E-details (tablet detailing)
6 Use of data
7 Websites (disease awareness)
8 Games/gamification
9 Social media (listening)
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9. @PMLiVEcom www.pmlive.com
#pmlweb
Q1: What areas of digital marketing would
you like to make more use of in 2014?
1 Multi-channel marketing
1 Mobile (apps)
2 Healthcare professional networks
3 Closed loop marketing
4 Social media (use)
5 E-details (tablet detailing)
6 Use of data
7 Websites (disease awareness)
8 Games/gamification
9 Social media (listening)
10 Mobile (websites)
11 Websites (product)
12 Online search
13 Quantified self/self-tracking
14 Online advertising
Digital Futures > marketing priorities > social media > industry challenges

10. Digital Futures > marketing priorities > social media > industry challenges
Q1: What areas of digital marketing
would you like to make more use of
in 2014?
1 Multi-channel marketing
1 Mobile (apps)
2 Healthcare professional networks
3 Closed loop marketing
4 Social media (use)
5 E-details (tablet detailing)
6 Use of data
7 Websites (disease awareness)
8 Games/gamification
9 Social media (listening)
10 Mobile (websites)
11 Websites (product)
12 Online search
13 Quantified self/self-tracking
14 Online advertising
@PMLiVEcom www.pmlive.com
#pmlweb
Q2: What areas of digital marketing would
you like to make better use of in 2014?
1 Multi-channel marketing
2 E-details (tablet detailing)
2 Social media (use)
3 Mobile (apps)
4 Healthcare professional networks

11. Digital Futures > marketing priorities > social media > industry challenges
Q1: What areas of digital marketing
would you like to make more use of
in 2014?
1 Multi-channel marketing
1 Mobile (apps)
2 Healthcare professional networks
3 Closed loop marketing
4 Social media (use)
5 E-details (tablet detailing)
6 Use of data
7 Websites (disease awareness)
8 Games/gamification
9 Social media (listening)
10 Mobile (websites)
11 Websites (product)
12 Online search
13 Quantified self/self-tracking
14 Online advertising
@PMLiVEcom www.pmlive.com
#pmlweb
Q2: What areas of digital marketing would
you like to make better use of in 2014?
1 Multi-channel marketing
2 E-details (tablet detailing)
2 Social media (use)
3 Mobile (apps)
4 Healthcare professional networks
5 Closed loop marketing
6 Use of data
7 Websites (disease awareness)
8 Websites (product)
9 Social media (listening)

12. Digital Futures > marketing priorities > social media > industry challenges
Q2: What areas of digital marketing would
you like to make better use of in 2014?
1 Multi-channel marketing
2 E-details (tablet detailing)
2 Social media (use)
3 Mobile (apps)
4 Healthcare professional networks
5 Closed loop marketing
6 Use of data
7 Websites (disease awareness)
8 Websites (product)
9 Social media (listening)
10 Mobile (websites)
11 Online search
12 Games/gamification
13 Online advertising
15 Quantified self/self-tracking
Q1: What areas of digital marketing
would you like to make more use of
in 2014?
1 Multi-channel marketing
1 Mobile (apps)
2 Healthcare professional networks
3 Closed loop marketing
4 Social media (use)
5 E-details (tablet detailing)
6 Use of data
7 Websites (disease awareness)
8 Games/gamification
9 Social media (listening)
10 Mobile (websites)
11 Websites (product)
12 Online search
13 Quantified self/self-tracking
14 Online advertising
@PMLiVEcom www.pmlive.com
#pmlweb

13. Digital Futures > marketing priorities > social media > industry challenges
@PMLiVEcom www.pmlive.com
#pmlweb
Q3: What areas of digital
marketing do you think your
company will focus on in 2014?
1 Multi-channel marketing
1 E-details (tablet detailing)
2 Healthcare professional networks
3 Closed loop marketing
4 Mobile (apps)
Q2: What areas of digital marketing
would you like to make better use of
in 2014?
1 Multi-channel marketing
2 E-details (tablet detailing)
2 Social media (use)
3 Mobile (apps)
4 Healthcare professional networks
5 Closed loop marketing
6 Use of data
7 Websites (disease awareness)
8 Websites (product)
9 Social media (listening)
10 Mobile (websites)
11 Online search
12 Games/gamification
13 Online advertising
15 Quantified self/self-tracking
Q1: What areas of digital marketing
would you like to make more use of
in 2014?
1 Multi-channel marketing
1 Mobile (apps)
2 Healthcare professional networks
3 Closed loop marketing
4 Social media (use)
5 E-details (tablet detailing)
6 Use of data
7 Websites (disease awareness)
8 Games/gamification
9 Social media (listening)
10 Mobile (websites)
11 Websites (product)
12 Online search
13 Quantified self/self-tracking
14 Online advertising

14. Digital Futures > marketing priorities > social media > industry challenges
@PMLiVEcom www.pmlive.com
#pmlweb
Q3: What areas of digital
marketing do you think your
company will focus on in 2014?
1 Multi-channel marketing
1 E-details (tablet detailing)
2 Healthcare professional networks
3 Closed loop marketing
4 Mobile (apps)
5 Websites (disease awareness)
6 Social media (use)
7 Websites (product)
8 Use of data
9 Social media (listening)
9 Mobile (websites)
Q2: What areas of digital marketing
would you like to make better use of
in 2014?
1 Multi-channel marketing
2 E-details (tablet detailing)
2 Social media (use)
3 Mobile (apps)
4 Healthcare professional networks
5 Closed loop marketing
6 Use of data
7 Websites (disease awareness)
8 Websites (product)
9 Social media (listening)
10 Mobile (websites)
11 Online search
12 Games/gamification
13 Online advertising
15 Quantified self/self-tracking
Q1: What areas of digital marketing
would you like to make more use of
in 2014?
1 Multi-channel marketing
1 Mobile (apps)
2 Healthcare professional networks
3 Closed loop marketing
4 Social media (use)
5 E-details (tablet detailing)
6 Use of data
7 Websites (disease awareness)
8 Games/gamification
9 Social media (listening)
10 Mobile (websites)
11 Websites (product)
12 Online search
13 Quantified self/self-tracking
14 Online advertising

15. Digital Futures > marketing priorities > social media > industry challenges
Q3: What areas of digital
marketing do you think your
company will focus on in 2014?
1 Multi-channel marketing
1 E-details (tablet detailing)
2 Healthcare professional networks
3 Closed loop marketing
4 Mobile (apps)
5 Websites (disease awareness)
6 Social media (use)
7 Websites (product)
8 Use of data
9 Social media (listening)
9 Mobile (websites)
10 Online advertising
11 Games/gamification
12 Quantified self/self-tracking
Q2: What areas of digital marketing
would you like to make better use of
in 2014?
1 Multi-channel marketing
2 E-details (tablet detailing)
2 Social media (use)
3 Mobile (apps)
4 Healthcare professional networks
5 Closed loop marketing
6 Use of data
7 Websites (disease awareness)
8 Websites (product)
9 Social media (listening)
10 Mobile (websites)
11 Online search
12 Games/gamification
13 Online advertising
15 Quantified self/self-tracking
Q1: What areas of digital marketing
would you like to make more use of
in 2014?
1 Multi-channel marketing
1 Mobile (apps)
2 Healthcare professional networks
3 Closed loop marketing
4 Social media (use)
5 E-details (tablet detailing)
6 Use of data
7 Websites (disease awareness)
8 Games/gamification
9 Social media (listening)
10 Mobile (websites)
11 Websites (product)
12 Online search
13 Quantified self/self-tracking
14 Online advertising
@PMLiVEcom www.pmlive.com
#pmlweb

16. “Social media, but trying to
understand how to gain real value
from it rather than just doing it
because it's there”
Digital Futures > marketing priorities > social media > industry challenges
@PMLiVEcom www.pmlive.com
#pmlweb

17. Digital Futures > marketing priorities > social media > industry challenges
@PMLiVEcom www.pmlive.com
#pmlweb
Q4: Which social media channel do you
expect to find most valuable in 2014?
1 Healthcare professional networks
2 Twitter
3 LinkedIn
4 Blogging
5 Facebook

18. Digital Futures > marketing priorities > social media > industry challenges
@PMLiVEcom www.pmlive.com
#pmlweb
Q4: Which social media channel do you
expect to find most valuable in 2014?
1 Healthcare professional networks
2 Twitter
3 LinkedIn
4 Blogging
5 Facebook
6 YouTube
7 Google+
8 Pinterest
9 Instagram
9 Tumblr

19. Digital Futures > marketing priorities > social media > industry challenges
Q4: Which social media channel do you
expect to find most valuable in 2014?
1 Healthcare professional networks
2 Twitter
3 LinkedIn
4 Blogging
5 Facebook
6 YouTube
7 Google+
8 Pinterest
9 Instagram
9 Tumblr
10 Vine
11 Flickr
@PMLiVEcom www.pmlive.com
#pmlweb

20. Digital Futures > marketing priorities > social media > industry challenges
Q4: Which social media channel
do you expect to find most
valuable in 2014?
1 Healthcare professional networks
2 Twitter
3 LinkedIn
4 Blogging
5 Facebook
6 YouTube
7 Google+
8 Pinterest
9 Instagram
9 Tumblr
10 Vine
11 Flickr
Q5: What will be the most important
social media channels for your
company to use in 2014?
1 Healthcare professional networks
2 Twitter
3 LinkedIn
4 Blogging
5 Facebook
@PMLiVEcom www.pmlive.com
#pmlweb

21. Digital Futures > marketing priorities > social media > industry challenges
Q5: What will be the most important
social media channels for your
company to use in 2014?
1 Healthcare professional networks
2 Twitter
3 LinkedIn
4 Blogging
5 Facebook
6 YouTube
7 Google+
8 Instagram
9 Tumblr
9 Flickr
11 Vine
Q4: Which social media channel
do you expect to find most
valuable in 2014?
1 Healthcare professional networks
2 Twitter
3 LinkedIn
4 Blogging
5 Facebook
6 YouTube
7 Google+
8 Pinterest
9 Instagram
9 Tumblr
10 Vine
11 Flickr
@PMLiVEcom www.pmlive.com
#pmlweb

22. Digital Futures > marketing priorities > social media > industry challenges
@PMLiVEcom www.pmlive.com
#pmlweb

23. Digital Futures > marketing priorities > social media > industry challenges
@PMLiVEcom www.pmlive.com
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24. “I hope this year’s trend will be
integrating digital as part of
overall brand strategy rather
than executing it in isolation,
as it generally is now ”
Digital Futures > marketing priorities > social media > industry challenges
@PMLiVEcom www.pmlive.com
#pmlweb

25. Digital Futures > marketing priorities > social media > industry challenges
Q6: What is the biggest challenge the
industry will face with digital in 2014?
Unclear strategy 30.5%
Overly-restrictive external regulations 20.7%
Gaining internal buy-in 17.2%
Working within internal rules 15.5%
Recruiting/retaining suitable staff 6.9%
Lack of budget 6.3%
Other 2.9%
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26. Digital Futures > marketing priorities > social media > industry challenges
Q7: How do you expect
your company's use of
'digital’ will compare to
that of its peers in 2014
Better 54.6%
The same 33.2%
Worse 12.2%
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27. “What would I like to make
better use of in 2014? Anything
that’s useful and not just digital
for the sake of being trendy”
Digital Futures > marketing priorities > social media > industry challenges
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