No-one knows when this pandemic will end even though this week we are seeing the most positive development yet in the UK where people are being vaccinated , or what our industry will look like at the end of it. One area which has been impacted has been marketing and especially the setting and measuring of marketing strategy and KPIs.
Positives can be taken from how we have adapted our business practices as an industry over the previous six months and we will have to show similar flexibility in setting KPIs in the future.
It could well be that we have parallel sets of KPIs and pivot between depending on factors outside of our control such as lock-down measures, event cancellations, supply chain issues etc. Adaptability will be vital. Almost all our media partners report significant uplifts in website visitors, webinar registrations and digital product open rates as their audience look for alternative ways to research new innovations and technology in our industry.
Clearly, the number of leads generated by face to face events will be practically zero, whereas we would expect leads generated by digital campaigns to increase on previous years perhaps just accelerating a natural and inevitable migration to digital channels.
Did our webinar have an impact on prescribing habits, whether they attended or viewed on-demand? Content marketing within pharmaceutical media is becoming an increasingly crowded market. By its very nature, each vendor has limited inventory to broadcast webinars or publish sponsored content so its more important than ever to get the messaging right.
Any content should be solution-focussed and of sufficiently high-quality that you stand out, otherwise, you are essentially putting yourself at the back of the virtual hall.
More important than numbers though you obviously need these first! Will events return in the second half of ? Will a return to offices for most workers impact campaign response at all, or will a new attitude to home working mean digital engagement remains higher in relative terms? One thing is for sure, there are surely some more twists and turns in the road we need to be prepared for.
Whatever challenges marketing teams face in the COVID era are almost certainly shared with colleagues in business development.
As these events are not running in a physical format for this year at least, we have to consider other opportunities that offer the two-way interaction that a physical meeting offers and enables us to meet the same KPIs around generating bottom of funnel prospects without having to meet in person. Log in with Facebook Log in with Google. Remember me on this computer. Enter the email address you signed up with and we'll email you a reset link.
Need an account? Click here to sign up. Download Free PDF. Ejemplos, tipos y como elegirlos. Mave Go. Qkcarlo Rramirez. A short summary of this paper. Buenos ejemplos de KPI 4.
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