Professionals meetings and conferences occupy the largest share (13.7%) of medical marketing budgets, closely followed by sales representatives (13.3%) and collateral (10.3%), per results from an MM&M survey of senior executives at pharma (45%), biotech (21%), device (28%) and diagnostics (6%) companies. While digital marketing and advertising channels occupy a smaller share of the overall budget, in combination they capture a significant share while also being more commonly used than traditional advertising channels, per the report.
The results indicate that physicians and specialists are the top-ranked audience by perceived importance according to 62% of respondents, with patients/consumers (15% ranking first) next on the list. Read the rest at MarketingCharts.com.
Source: Medical Marketing & Media (MM&M)