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Pharma Digital Marketing Survey 2013



January 2013




www.promozoo.ie               © PromoZoo Limited 2013
Pharma Digital Marketing Survey 2013

The Question:

What in your opinion is the No.1 challenge for marketers
in the pharma industry for 2013?

40% of respondents said being innovative and creative was their No1 challenge
33% felt Internal organisational structure embracing digital was their biggest challenge
20% felt pharma regulations were the biggest challenge
Only 7% felt the reduction of marketing budget was a challenge for 2013



                20%                                      Internal Organisational Structure
                                    40%
       7%                                                Being Innovative & Creative

                                                         Reduction of Budget
                    33%
                                                         Pharma Regulations


                                   © PromoZoo Limited 2013
Pharma Digital Marketing Survey 2013

The Question:

Does your organisation currently have a defined Digital Strategy?

27% of respondents have a defined digital strategy
67% said that the strategy was evolving
6% had no defined strategy

80                                      67%
60
40            27%
20                                                                6%
 0
       Have a Defined Digital   Strategy was Evolving     No Defined Strategy
             Strategy

                                © PromoZoo Limited 2013
Pharma Digital Marketing Survey 2013

The Question:

Does your organisation currently have a defined mobile Digital Strategy?

7% of respondents have a defined mobile digital strategy
53% said that the mobile strategy was evolving
40% had no defined mobile digital strategy



                          7%
          40%                                               Defined Digital Mobile Strategy

                                    53%                     Mobile Strategy Evolving


                                                            No Defined Mobile Digital Strategy



                                  © PromoZoo Limited 2013
Pharma Digital Marketing Survey 2013

The Question:

Which digital activities do you plan for 2013?

Website Design and Optimisation – 19% Plan activity in this area
E-Newsletters – 12% Plan Email marketing for 2013
Webinar – 16% of pharma marketers plan to use webinar in 2013
Digital Advertising (Adwords/Banner Ads) – 15% will use digital advertising
38% of marketers will use other activities including apps, social media and video



                      19%                    Website Design and Optimisation

                                             E-Newsletters
     38%
                          12%                Webinar

                                             Digital Advertisers

            15%       16%                    Other - Apps, Social Media, Video

                                     © PromoZoo Limited 2013
Pharma Digital Marketing Survey 2013
The Question:
                                                                                              12%
Evaluate the following statements:                                                    22%
                                                                                                    66%
The majority of my target audience uses the web for work purposes
66% of marketers agreed the majority of their target audience use the web for work purposes
22% are neutral
12% disagreed

I can measure my return on Investment better with Digital Marketing versus traditional
53% agreed that ROI was easier to measure online
47% are neutral                                                                          47%              53%
0% disagree

I can engage my audience for less investment with Digital Marketing
46% of marketers agreed that customer engagement cost less online
44% are neutral                                                            10%
10% disagreed                                                          44%           46%


                                           © PromoZoo Limited 2013
Pharma Digital Marketing Survey 2013

The Question:

Do you currently use social media sites for business purposes?

33% are of Irish pharma marketers are currently using social media for business purposes
67% are not



                                    33%
                                                           Using Social Media
          67%
                                                           Not Using Social Media




                                 © PromoZoo Limited 2013
Pharma Digital Marketing Survey 2013

The Question:

What % of the marketing budget was spent on Digital Marketing in 2012?

86% of marketers digital budget was less than 20% of overall budget in 2012
7% spent between 21%-40% of budget on digital activities in 2012
7% spent between over 40% of overall budget on digital in 2012


                7%     7%

                                                           Less than 20%   21%-40%

                                                           Over 40%
                                  86%




                                 © PromoZoo Limited 2013
Pharma Digital Marketing Survey 2013

The Question:

What change will you make to your Digital Marketing spend in 2013?

27% Plan to maintain their current level of digital spend in 2013
73% of marketers plan to increase spend in digital in 2013
No marketer plans to reduce digital budgets in 2013



                                  27%
                                                            Maintain Their Current Spend

             73%                                            Increase of Spend




                                  © PromoZoo Limited 2013

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Pharma Marketing - Digital Marketing Survey 2013

  • 1. Pharma Digital Marketing Survey 2013 January 2013 www.promozoo.ie © PromoZoo Limited 2013
  • 2. Pharma Digital Marketing Survey 2013 The Question: What in your opinion is the No.1 challenge for marketers in the pharma industry for 2013? 40% of respondents said being innovative and creative was their No1 challenge 33% felt Internal organisational structure embracing digital was their biggest challenge 20% felt pharma regulations were the biggest challenge Only 7% felt the reduction of marketing budget was a challenge for 2013 20% Internal Organisational Structure 40% 7% Being Innovative & Creative Reduction of Budget 33% Pharma Regulations © PromoZoo Limited 2013
  • 3. Pharma Digital Marketing Survey 2013 The Question: Does your organisation currently have a defined Digital Strategy? 27% of respondents have a defined digital strategy 67% said that the strategy was evolving 6% had no defined strategy 80 67% 60 40 27% 20 6% 0 Have a Defined Digital Strategy was Evolving No Defined Strategy Strategy © PromoZoo Limited 2013
  • 4. Pharma Digital Marketing Survey 2013 The Question: Does your organisation currently have a defined mobile Digital Strategy? 7% of respondents have a defined mobile digital strategy 53% said that the mobile strategy was evolving 40% had no defined mobile digital strategy 7% 40% Defined Digital Mobile Strategy 53% Mobile Strategy Evolving No Defined Mobile Digital Strategy © PromoZoo Limited 2013
  • 5. Pharma Digital Marketing Survey 2013 The Question: Which digital activities do you plan for 2013? Website Design and Optimisation – 19% Plan activity in this area E-Newsletters – 12% Plan Email marketing for 2013 Webinar – 16% of pharma marketers plan to use webinar in 2013 Digital Advertising (Adwords/Banner Ads) – 15% will use digital advertising 38% of marketers will use other activities including apps, social media and video 19% Website Design and Optimisation E-Newsletters 38% 12% Webinar Digital Advertisers 15% 16% Other - Apps, Social Media, Video © PromoZoo Limited 2013
  • 6. Pharma Digital Marketing Survey 2013 The Question: 12% Evaluate the following statements: 22% 66% The majority of my target audience uses the web for work purposes 66% of marketers agreed the majority of their target audience use the web for work purposes 22% are neutral 12% disagreed I can measure my return on Investment better with Digital Marketing versus traditional 53% agreed that ROI was easier to measure online 47% are neutral 47% 53% 0% disagree I can engage my audience for less investment with Digital Marketing 46% of marketers agreed that customer engagement cost less online 44% are neutral 10% 10% disagreed 44% 46% © PromoZoo Limited 2013
  • 7. Pharma Digital Marketing Survey 2013 The Question: Do you currently use social media sites for business purposes? 33% are of Irish pharma marketers are currently using social media for business purposes 67% are not 33% Using Social Media 67% Not Using Social Media © PromoZoo Limited 2013
  • 8. Pharma Digital Marketing Survey 2013 The Question: What % of the marketing budget was spent on Digital Marketing in 2012? 86% of marketers digital budget was less than 20% of overall budget in 2012 7% spent between 21%-40% of budget on digital activities in 2012 7% spent between over 40% of overall budget on digital in 2012 7% 7% Less than 20% 21%-40% Over 40% 86% © PromoZoo Limited 2013
  • 9. Pharma Digital Marketing Survey 2013 The Question: What change will you make to your Digital Marketing spend in 2013? 27% Plan to maintain their current level of digital spend in 2013 73% of marketers plan to increase spend in digital in 2013 No marketer plans to reduce digital budgets in 2013 27% Maintain Their Current Spend 73% Increase of Spend © PromoZoo Limited 2013