Health/Life Sciences Marketers Prioritized Event, Social Media Spend Over Email In 2022
Providers in the health or life sciences industry increased their marketing budgets last year, according to Health & Life Sciences Marketing Trends, a study by Scorr Marketing.
Of the companies polled, 52% upped their spending on trade shows/events/booths, 41% on website/apps, interactive development and 37% on social media.
In addition, 81% of drug development services companies developed an annual marketing plan. But that was down from 87% in 2021.
And 45% developed an annual public relations/communications plan, versus 54% in the prior year. But 78% regularly seek feedback from clients on ways to improve, up from 73% in 2021.
Email marketing was not among the leading channels in terms of either spend or effectiveness. The respondents gave these grades to different channels, 5 being the highest:
- Webinars — 3.84
- Case studies — 3.83
- White papers — 3.74
- Social media — 3.63
- Video — 3.57
- Online presentations — 3.44
- Digital advertising — 3.43
- Infographics — 3.27
- Paid search — 3.25
- Email marketing — 3.23
- Blogs — 3.20
- Podcasts — 3
- E-books — 2.88
Overall, 72% of companies use social media advertising, rating the platforms as follows:
- LinkedIn — 4.26
- YouTube — 3.11
- Twitter — 3.01
- Vimeo — 2.50
- Facebook — 2.37
- Instagram — 2.13
- WhatsApp — 1.89
- Tik Tok — 1.61
- Snapchat — 1.45
- Pinterest — 1.40
Scorr surveyed 123 executives in the health/life sciences industry last summer. Of these, 26% were:
- Spomsors (the biotech, medical device, or pharmaceutical company that drugs and holds patents for approved drugs) — 26%
- CROs (contact research organization that manages studies or functions within a study on behalf of sponsors) — 25%
- Software/Tech (a company that provides a platform to help process the huge amounts of data generated and collected during the drug development process) — 15%
- CDMO (Contract development and manufacturing organization, able to conduct both the development and manufacturing of a drug)/CMOs (contract manufacturing organization, an entity that manages studies or functions within a study on behalf of sponsors) — 15%
- Other — 13%
- Consultants — 3
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