A tale of satisfied and dissatisfied pharma managers
At just under 20% in 2014, satisfaction with digital in pharma is quite low - and not increasing...
We have been asking the (dis)satisfaction question since 2009 in our Multichannel Maturometer (formerly known as Multichannel Barometer), and decided to dig a bit deeper into the root causes for dissatisfaction. The robust sample is close to 350 respondents (satisfied: n=130, dissatisfied: n=314).
In summary, there are clearly some striking commonalities between satisfied and dissatisfied pharma managers: they both agree on the key bottleneck being legal/regulatory hurdles, as well as on the difficulty of developing an optimal channel mix. However, satisfied managers have a much better feeling about their digital strategy, the internal teams that support these, impact measurement and the impact of key channels. Interestingly also, both groups rate "cross-channel campaigns" as the most impactful channel... but satisfied respondents execute them with much more rigour (50% higher use)...
- To find out more, please read on here.
And if you want to influence the 2015 results, please join over 250 colleagues and complete the 2015 Multichannel Maturometer survey (by 15 April) at http://questionpro.com/t/ACSooZSD8P. You may even win an Apple Watch!
CEO Across Health