Bosses have high expectations of pharma’s use of digital, but those expectations are easy to meet, delegates will be told at a digital meeting this week.
This one-day seminar, hosted by PharmaTimes, explores what metrics can be used to measure digital activities and how these can be used to justify digital investment, and get buy-in from the boss.
“What gets measured gets done,” says Dr Tim Ringrose, chief executive, Doctors.net.uk, one of the speakers at the event. “Clearly defining what you aim to achieve with a digital campaign and how you are going to measure that is vital if you want to be able to justify the investment and the strategy that you have chosen. Can you answer the ‘so what does that mean?’ question when you come to present your digital campaign to your boss?”
The networking and interactive meeting, involving three workshops, will discuss a variety of metrics and key performance indicators that can be used with different digital projects and how to effectively communicate these to senior managers.
“This is essential to pharma in order to know what proportion of the budget should be assigned to digital programmes and how to then measure return on investment of this expenditure,” notes Chris Bubb, independent consultant and speaker at the event.
Fellow presenter, Ben Tilley, digital and multi-channel manager at Sanofi adds: “Without an appropriate structure around measurement, you can’t be sure that what you are measuring enables you to gain insight into the performance of your KPIs. Measuring your campaigns and reporting those statistics is one thing, understanding and making change off the back of those statistics is quite another.”
These elements are important if pharma is going to master implementation of digital channels and add them effectively to the multichannel marketing mix, adds Sandra Muzinich, senior consultant at Across Health and presenter at the meeting.
The meeting will also include the presentation of research specially commissioned for the event. This will look at how customers currently interact with pharma, what their unmet needs are and what they feel about the channels pharma use.
“A successful digital initiative needs to be two-fold,” says Steve Bradley, director at Binley’s. “Firstly, by developing digital and online assets that are not only content-rich, but content-relevant – often too much focus is placed on market penetration and reach, rather than real customer engagement. Secondly, once you’ve got your content-relevant assets in place you need to be able to drive targeted traffic to them and measure real interaction.”
Digital is not optional, but required, adds Felix Jackson, founder of MedDigital and chairman of the PharmaTimes Digital Initiative. “Visitors have high expectations, but it is easy to meet most of those expectations.”
For more information on the meeting and to attend, visit: http://bit.ly/pNGvVA
