East Norriton, Penn., June 13, 2016. TGaS® Advisors announced the winners of the 2016 “Best in Benchmark” awards for pharmaceutical brands’ consumer and health care professional digital marketing performance. The designation is the only industry award to use verified quantitative performance as the measure, according to Donna Wray, Vice President and Digital & Multichannel Marketing Practice Leader for the benchmarking and advisory services firm.
The winning brands all have one or more “outstanding” performance metrics, scoring significantly higher than all peers in the benchmark for the previous calendar year. These blinded, confidential studies compare against peers selected from more than 60 brands. The benchmark covers 63 different metrics. This year, the following brands qualified as “outstanding”:
Consumer Marketing Winners
Paid Search Volume: Bristol-Myers Squibb & Carat for Eliquis® (apixaban)
Digital Display Efficiency: Takeda Pharmaceuticals, USA & Klick for Entyvio® (vedolizumab)
Consumer Enrollments: Takeda Pharmaceuticals, USA for Entyvio® (vedolizumab)
Website Engagement: Takeda Pharmaceuticals, USA for Entyvio® (vedolizumab)
Digital Display Engagement: Gilead Sciences, Inc. & Convergence Point Media for Ranexa® (ranolazine)
(The Social Media Engagement winner chose to remain anonymous.)
Health Care Professional Marketing Winners
House Email Open Rate: Bristol-Myers Squibb for Orencia® (abatacept)
Digital Display Efficiency: Gilead Sciences, Inc. & Convergence Point Media for Ranexa® (ranolazine)
Mobile Site Speed: Gilead Sciences, Inc. for Ranexa® (ranolazine)
3rd Party Email Open Volume: Novo Nordisk for Levemir® (insulin detemir [rDNA origin] injection)
Paid Search Efficiency: Novo Nordisk for Saxenda® (liraglutide [rDNA origin] injection)
Mobile Engagement: Purdue Pharma for Butrans® (buprenorphine)
Website Engagement: Purdue Pharma for Butrans® (buprenorphine)
Unbranded Paid Search Efficiency: Purdue Pharma for Hysingla® ER (hydrocodone bitartrate)
Wray observed, “Now in its seventh year, the Best in Benchmark awards highlight superior efforts. This is the first year we have recognized a Best in Benchmark award for social media, although the use of branded social media remains relatively low. Brands that won tend to have a solid infrastructure and consistent pursuit of a focused strategy.”
TGaS also provides benchmarks in broader areas, such as total marketing investments and digital center of excellence capabilities and effectiveness.
About TGaS Advisors
TGaS Advisors is the leading benchmarking and advisory services firm for commercial organizations in the life sciences industry. With a roster of top 50, emerging and precommercial life sciences companies, TGaS provides robust comparative intelligence and collaborative network membership services. The team includes more than 60 experienced professionals, most with senior level experience in the life sciences and related industries.