A marketer can learn a lot from a glance at an industry other than his or her own. In fact, all the senior-level marketers who’ve spoken with Loyalty360 have stated that they check out and admire marketing efforts in other industries. Distance and perspective are always beneficial.
So, if you’re a loyalty marketer seeking to strengthen customer engagement, why not take a look at . . . patient engagement? A similar concept in a radically different industry. The professionals seeking to increase patient engagement are looking to find new ways to leverage digital technologies and create new, meaningful touchpoints. Retail marketers who are reading this, doesn’t this all sound a bit familiar?
Pharmaceutical companies recognize that digital technology is tied to the future success of their patient engagement programs. That realization has pharma scrambling to operationally align its patient engagement programs with digital capabilities and activities.
How many FTEs are needed? What budget will be required to make digital patient engagement programs effective? What digital activities are most effective? Complicating these questions is the fact that the answers can differ across global, developed, and emerging markets.
To provide digital and marketing leaders with current benchmarks that answer these questions across all three markets, Best Practices LLC has published a study entitled “Connecting Pharma to Patients with Digital Patient Engagement Strategies in Global, Emerging, and Developed Markets.” The report probes winning strategies, effective practices, and potential stumbling blocks encountered as a company shifts toward digital patient engagement in global, developed, and emerging markets.
The key chapters in the 97-page report are:
- Technology and Tools for Successful Engagement Programs
- Staffing for Patient Engagement
- Investment in Digital Engagement
- Structure of Patient Engagement Groups
- Processes and Vendors Used
- Service Levels: Engagement Scope and Depth Delivered
- Aligning Marketing with the Patient Journey
- Performance Metrics
- Lessons Learned from Qualitative Insights
Best Practices engaged 54 industry professionals from 34 companies through a benchmarking survey, focus group interviews, and round-table discussion. Report insights are presented into three segments: Global Market Segment (19 respondents), Developed Market Segment (20 respondents) and Emerging Market Segment (15 respondents).
The study is the result of research produced by Best Practices’ Digital Technology Consortium, a service that brings together executives from various companies around the world to address the question, “How do we manage and implement digital technology as an asset, not a utility?”
The Consortium hosts studies on digital transformation in pharma throughout the year and holds thought leader roundtables to discuss the findings. Consortium participants receive results of customized digital technology benchmark studies conducted among members throughout the service year. Members also participate in roundtable peer knowledge exchanges to share best practices in digital technology. Additionally, members have access to analysis, intelligence, and the Best Practices Database for Technology Leaders.