Marketing Automation
Read the comprehensive report on marketing automation in the pharmaceutical industry.
Marketers from Australia’s leading pharmaceutical companies took part in a survey designed to assess the current state of affairs in marketing automation (MA).
To receive a copy of the report, please email
Some of the interesting findings outlined in the Australian Pharmaceutical Marketing Automation Barometer 2017 include:
Global is leading the MA mandate
The centralised, global MA platforms that were mandated for a majority of respondents were generally located in the Leader section of the Gartner Magic Quadrant. However, the data suggests that only a small percentage of the power of these platforms is currently being utilised, meaning that at the cost of initial complexity, companies using such systems may have huge potential “firepower” to quickly scale up MA in the future.
Email is still the main or only automated channel for half of pharma
Complex and sophisticated multichannel MA campaigns, and key MA functions such as targeting, social and dynamic content, generally remain underutilised and provide opportunity for the future.
A small cluster of pharma is charging ahead
21% of pharma companies say they are already using MA across 75% of their brands. Not surprisingly, two thirds of this cluster are also automating across 3 or more channels in their multichannel marketing (MCM) efforts. Those companies not in this cluster will need to step up their rollout to not get left behind.
Opt-in rates are
extremely low
Over half of all respondents have <10% of their audience population opted in, well below industry average in other sectors such as travel and banking. Enticing HCPs to opt in by offering them a fair value exchange in terms of insightful and relevant content is crucial, especially as they tire of providing email addresses. Early movers who can achieve this will gain a valuable advantage.
To receive a copy of the report, please email