The stakes for digital marketing in the pharmaceutical industry have never been higher, but too often pharma marketers are left in the dark.

With digital marketing budgets across the pharmaceutical industry rapidly surging to over $10B in 2021, spending more on digital is no longer sufficient for success. Rather, successful pharma marketers increasingly need to spend smarter.

Smarter spending starts with a deep understanding of not only your customers but also your competitors, enabling informed decisions supported by a complete view of the landscape. “Know thy enemy” has been a military truism since the days of Sun Tzu and still rings true today. In pharmaceutical marketing campaigns, as in military campaigns, a deep understanding of competitor tactics is crucial.

PERxCEPT provides increased visibility into the full market 

However, competitive intelligence in the digital marketplace is difficult to come by. Many digital tracking solutions limit visibility to only your brand, while ignoring the digital tactics of your in-market competitors — effectively forcing marketers to make decisions without insight into their competitors' tactics and messaging. In an increasingly competitive digital marketplace, better tools are needed.

ZoomRx’s Digital Tracker (PERxCEPT) takes a fundamentally different approach to digital tracking.

By incentivizing customers to participate through a fully-informed, opt-in approach, Digital Tracker (PERxCEPT) enables pharma marketers to see exactly what their customers see when they open their laptop or mobile device. This provides unprecedented visibility into your competitors’ digital tactics, including:

  • WHAT digital content your competitors are placing on the web
  • WHERE your competitors are placing digital content
  • HOW your digital strategy and share of voice stacks up against your competitors

With these critical insights, marketers can craft informed omnichannel strategies to win key battles in the digital marketplace. The following case study focusing on the non-small cell lung cancer (NSCLC) market provides an example of Digital Tracker (PERxCEPT)’s capabilities in action.

WHAT digital content your competitors are placing on the web

Real-time intelligence on competitor messaging is critical to building your own digital strategy. Digital Tracker (PERxCEPT) provides marketers with a comprehensive audit of competitor campaign materials, from banner ads and emails to video campaigns.

Digital Tracker (PERxCEPT) also provides visibility into the timing and volume of those campaigns, so you can see exactly how your competitors’ digital messaging is evolving in real-time.

Tecentriq campaign content and volume of impressions over time (data shown is illustrative; not actual)

WHERE on the web your competitors are placing digital content

When working to maximize the value of your digital marketing dollars, understanding where your competitors are investing is as important as understanding what they’re saying. Digital Tracker (PERxCEPT) provides marketers with brand-level and website-level views of where competitors are placing digital content, illuminating opportunities for smarter spending to counter competitor campaigns.

Placement of Tecentriq campaign content across key websites (data shown is illustrative; not actual)

HOW your digital strategy and share of voice stacks up against your competitors

Understanding what “good” looks like in your digital market is a prerequisite to optimizing your omnichannel strategy. Digital Tracker (PERxCEPT) allows you to benchmark your brand’s digital footprint vs. key in-market competitors, illuminating both strengths and weaknesses as well as highlighting actionable opportunities for improvement.

NSCLC campaigns reach and share of voice (data shown is illustrative; not actual) 

Optimize your digital strategy with next-generation competitive intelligence.

Start spending smarter on your digital campaigns by uncovering your competitors' tactics from the eye of the customer.

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