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New Report Outlines Use of Innovative Marketing to Engage Customer Groups that are Key to the Pharmaceutical Industry

CHAPEL HILL, N.C., May 11, 2012 /PRNewswire/ -- To broaden their marketing reach, biopharmaceutical companies are investing in innovative marketing strategies and tactics to engage key customer groups such as health care providers, patients, payers, and key opinion leaders. But as they shift to activities such as social networking, relationship marketing, e-sampling, viral marketing and other approaches, marketing groups are facing questions around structure, budgets, staffing and roles.

Best Practices, LLC conducted new research to identify how companies structure, staff and organize to find, use and quickly incorporate innovative practices to improve marketing across these customer groups. The results provided in this report include key benchmark metrics and lessons learned that biopharmaceutical marketing executives can utilize to enhance and optimize their current activities in innovative customer marketing.

"Best Practices in Advancing Customer Marketing: Innovations in Engaging and Communicating with Health Care Providers, Patients, Payers and KOLs" provides insights to help marketing groups develop innovative approaches and solutions to help drive organizational success. This study will help marketers understand and maximize opportunities in:

  • Where and how customers receive information
  • Where and how customers will receive information in the future
  • How to best engage and interact with customers now and in the future

The 63-page study identifies the organizational structures, roles, processes and mechanisms that biopharmaceutical companies have in place (or have in development) to promote and enable innovation and excellence in Customer Marketing. Leaders of marketing organizations can use this report to create alternative marketing approaches to maximize company and product exposure and brand retention with customers.

The study is based on survey responses from 35 biopharmaceutical and medical device companies as well as six executive interviews with marketing leaders. Study presents the activities these groups are responsible for as well at the average FTEs allocated to each activity.

To learn more about this report, download a complimentary report excerpt at For related research, visit our Best Practices, LLC Web site at

Best Practices, LLC is a leading benchmarking, consulting and advisory services firm serving biopharmaceutical and medical device companies worldwide. Best Practices, LLC's clients include all the top 10 and 48 of the top 50 global healthcare companies. The firm conducts primary research and consulting using its comprehensive proprietary benchmarking tools and analysis. The operational insights, findings and analysis form the basis for our Benchmarking Reports, databases and advisory services to support executives in commercial and R&D operations. For more information about Best Practices, LLC visit our Web site at

SOURCE Best Practices, LLC
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