This landscape study conducted with Digital Health Coalition members was completed in October 2012 and includes response from 61 organizations including pharmaceutical, device, technology, agencies, publishers, and industry thought leaders. The summary slide deck and reference slide deck are accessible through the links below. If you would like additional information please contact us with your questions.
* The median budget allocation to digital (out of total marketing budget) in 2012 is 15%; with 20% (median) expected in 2013.
* The biggest budget increase is expected for content for tablets, content for smartphones, and social media initiatives for consumers.
* Search has the highest level of perceived ROI, including paid search, search marketing, and search engine optimization.
* Eighty-one percent of executives surveyed stated they are very far behind and 19% stated they are slightly behind in social media when compared to other industries.
* The vast majority of executives agree social media provides better insight into customers – the primary motivation to engage in social today.
* The majority of respondents agree pharma/device has an ethical responsibility to correct misinformation online in social media.
* However, almost 1/2 of respondents state the risks of social (legal and regulatory) outweigh the benefits of participation today.
* Fully 85% agree that regulated healthcare companies should not be held responsible for comments made by online users (with no relationship or connection to the company) on third-party social media sites such as Facebook, Twitter or YouTube.
* Specific to platforms, companies report the highest level of sophistication with Facebook and YouTube – the least with Pinterest.
* The primary hurdle to adoption of social media is “measuring ROI” followed by regulatory then legal.
* Nearly all pharmaceutical and medical device companies agree that participating in social media benefits public health.
* Over 80% agree the lack of guidance from the FDA has limited their ability to put forth innovative programs in social media.
* The industry is more optimistic about mobile than social media: only 69% feel the industry is behind (25% very far behind and 44% slightly behind).
* Fifty-five percent agree that mobile is the future of pharmaceutical and medical device advertising.