East Norriton, Penn., March 14, 2017. TGaS Advisors has announced the pharmaceutical brands named winners of the 2017 “Best in Benchmark” awards for consumer and health care professional digital marketing campaign 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. This year, the following brands qualified as “outstanding.” Some companies elected to keep their awards confidential.
Mobile Website Volume: Bristol-Myers Squibb and MediaVest for Orencia® (abatacept)
Enrollment Rate: Gilead Sciences, Inc. for Ranexa® (ranolazine)
Digital Display Efficiency: Sunovion Pharmaceuticals & Heart Beat Ideas for Brovana® (arformoterol tartrate)
Health Care Professional Campaigns
House Email Open Rate: Novo Nordisk for Victoza® (liraglutide injection)
House Email Open Volume: Purdue Pharma & Razorfish Health for Butrans® (buprenorphine)
Website Engagement: Purdue Pharma & Razorfish Health for Hysingla® (Hydrocodone Bitartrate)
3rd Party Email Open Volume: Sunovion Pharmaceuticals & CMI for Aptiom® (eslicarbazepine acetate)
Digital Display Volume: Sunovion Pharmaceuticals & MRM/McCANN for Latuda® (Lurasidone HCI)
Paid Search Efficiency: Sunovion Pharmaceuticals & MRM/McCANN for Latuda® (Lurasidone HCI)
Wray observed, “Now in its eighth year, the Best in Benchmark awards highlight superior efforts. Brands that win tend to have a solid infrastructure and consistent pursuit of a focused strategy. We are continuing to award mobile efforts as a separate category because performance in this area is so important to program success, yet many brands still lag behind.” TGaS will present awards to the winning brand teams and their agencies.
Patient communications and promotional materials’ speed to market benchmark services were introduced in the past year in response to industry demand, according to Wray. TGaS also benchmarks 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.