May 01, 2013

TGaS Advisors Awards "Best in Benchmark" to 11 Pharmaceutical Brands

TGaS® Advisors named 11 pharmaceutical brands “Best in Benchmark” for 2012 consumer and healthcare professional (HCP) digital marketing performance. The designation is the only industry award to use verified quantitative performance as the measure, according to Donna Wray, TGaS Vice President and Digital & Relationship Marketing Practice Leader. The benchmarking and advisory services firm is a division of KnowledgePoint360®.

The winning brands all have one or more “outstanding” performance metrics, scoring significantly higher than all peers in the benchmark for 2012. These blinded, confidential studies compare against peers selected from more than 60 brands. The benchmark covers 60 different metrics, of which 25 qualify as key performance metrics. This year only 11 brands in these 25 categories qualified as “outstanding.” 

Consumer Categories Winners

  • Website Visit Volume: Amgen Inc. & Evoke Health for Enbrel® (etanercept)
  • Digital Display Cost per Click (cohort B): AstraZeneca plc & Digitas Health for Nexium® (esomeprazole magnesium)
  • Paid Search Click Volume: Daiichi Sankyo Co. & Underscore for Benicar® (olmesartan medoxomil)
  • House Email Delivered Volume: Daiichi Sankyo Co. & Health Ed Encore & Epsilon for Benicar® (olmesartan medoxomil)
  • House Email Open Rate: Daiichi Sankyo Co. & Evoke Health & Epsilon for Welchol® (colesevelam HCl)
  • Completed Assessment Volume: Gilead Sciences Inc. & TargetCast for Speak From the Heart™
  • Digital Display Cost per Click (cohort D): MedImmune, LLC for Flumist® (Influenza Vaccine Live, Intranasal)

Healthcare Professional Marketing Winners

  • HCP Website Engagement: AstraZeneca plc & Cadient for Crestor® (rosuvastatin calcium)
  • HCP Website Visit Volume: Janssen Pharmaceuticals, Inc. & Razorfish & ICC Lowe for Nucynta® (tapentadol)
  • House Email Delivered Volume: Purdue Pharma & Abelson Taylor for Intermezzo® (zolpidem tartrate)

Winners for Consumer Digital Display Impressions & Click Volume, HCP Digital Display Impressions Volume and HCP Digital Display Cost per Click requested that their names not be used.

View award categories information.

Wray observed, “Some winners are contrarians, while others use tried and true tactics. Some have larger budgets; others are working hard with a small budget. What unites these winners sounds simple but is not a standard in pharma. Brand teams that choose to focus on a goal and then work to optimize results come out on top every time.” Wray noted that brands work with TGaS to help them achieve that goal, so that “winners are succeeding in a select pool of brands that pay close attention to this critical channel.” TGaS will present awards to the winning brand teams and their agencies.

TGaS also offers benchmarks in less quantifiable areas, such as offline and other marketing investments and the use of iPads for digital details with HCPs.

About TGaS Advisors

TGaS Advisors is the leading benchmarking and advisory services firm serving pharmaceutical commercial operations organizations. The TGaS Advisors roster includes the top 10 and the majority of the top 50 global pharmaceutical companies. The firm provides the only comprehensive series of benchmarking solutions and advisory services for objectively improving the strategy and effectiveness of pharmaceutical operations organizations. TGaS Advisors, based in East Norriton, Penn., is an operating division of KnowledgePoint360, a global leader in communications and information services to healthcare professionals.

About KnowledgePoint360

KnowledgePoint360 provides a broad range of healthcare information and communications services including digital solutions, benchmark-based advisory services, medical education, publication support, live educational meetings ranging from international congresses to dinner meetings, scientific content development, training, exhibit design, workflow and compliance solutions to support speaker programs, and strategic consulting. KnowledgePoint360 businesses include ACUMED, BlueMomentum, CircleScience, Clinical Bridges, CodonMedical, CreativeFusion, eMedFusion, FireKite, Gardiner-Caldwell Communications, GeoMed, InterPhase, Medex-Media, Physicians World, Physicians World Europe, Physicians World Speakers Bureau, Scientific Connexions, Seren Communications, StemScientific, and TGaS Advisors. Headquarters are in Lyndhurst, N.J., with additional offices in Macclesfield, Tytherington, Maidenhead, and London, U.K.; East Norriton, Pa., New York, Chicago, and San Bruno, Calif.; and Mannheim, Germany. For more information, visit www.knowledgepoint360.com.