PM360 Product Manager Survey August 2011

DIGITAL MEDIA & MARKETING

The hottest marketing trends, marketers’ use of social media, online advertising, and metrics for measuring success.

Social Media
Once again the digital world reigned supreme in the responses about the hottest new marketing trends (Figure 20).

Social media/social networking was the favorite among respondents even though some admitted that while they keep hearing about it, they are still not using it. Another respondent named it as the hottest trend, but still doesn’t see how it can be implemented within the industry with the current FDA regulations. A couple of people specifically named Twitter while adding that they don’t use it and are unsure of its ROI potential.

Mobile is fast approaching social media as the hottest new thing, with nearly 30% mentioning mobile/mobile marketing, apps, the iPad, or QR Codes. Many believe the iPad’s greatest benefit to the pharma industry is as a tool for the sales force (for detailing and sales aids). Two people mentioned the use of QR Codes during commercials to allow consumers to easily get more information about a product.

To be sure, respondents also mentioned a few non-digital trends, including: getting consumers to freely offer testimonials, generic and biosimilars competition, and personalized medicine. One person simply said the buzzword for 2011 will be “Customer Centricity.”

Despite acknowledging social media as the hottest new trend, respondents are still slow to utilize any social media networks for their own brands. Many managers told us why they’re social skeptics: it won’t shock anybody that several are still just waiting for the FDA to issue guidelines. A few respondents said their own companies’ regulatory guidelines prohibit using social media. Another noted that his company did try using Facebook, but the targeted demographic never clicked on the ad.

Social media networks that respondents are using for their brands include: Facebook (26%), Twitter (16%), YouTube (6%), Sermo (5%), LinkedIn (5%),WEGO Health (1%) andWebMD/Medscape (1%); one respondent is even custom-building the company’s own community.

As last year, an overwhelming majority (83%) believe that pharma and medical device marketers will increase use of social media in 2011. Of course, 80% of respondents believed the same thing last year, and that has turned out not to be true. The truth probably is that social media use will not increase until the FDA releases some guidelines—and who knows when that will be? The agency was scheduled to issue guidelines in the first quarter of 2011, but that was put on hold. It seems that the majority of pharma marketers will continue to sit on their hands when it comes to social media until the day finally arrives when the FDA tells them what they can and can’t do.

Measuring and Determining Success
As several of our respondents note, success is defined differently for each digital program and can be determined by how well you meet predefined expected outcomes. To measure the success of these varied digital programs (web, mobile, e-mail), most respondents mentioned the same methods. For instance, engagement metrics repeatedly mentioned include: click-through rates, open rates, time spent per page, length of time engaged, number of downloads or redemptions (if something such as a coupon was involved), and even webinar attendance and registration.

Others mentioned different ways of gauging ROI—such as the cost per lead generated, cost per incremental new patient and prescriber, prescription growth, and behavioral changes. A few respondents said they either don’t know how to measure success or are just not currently doing it well enough. One even asked to be let in on a better method if anyone ever finds one.

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