2014 Marketing Trends Survey

• Study Methodology

• Questions and Results

• Key Takeaways

Table of Contents

•  Second annual survey on marketing trends in the drug development services industry

•  Survey was completed in September 2014 •  100 key decision makers across the drug development

services industry were interviewed •  Surveys were conducted electronically by SCORR Marketing

representatives

Methodology

Questions and Results

Do You Invest in Internal Marketing or Outsource?

In 2014, companies are using a combination of internal teams and outsourcing to meet their marketing goals.

63%

8%

29%

47%

4%

49%

0%

10%

20%

30%

40%

50%

60%

70%

Internal Outsource Both

Does your company currently have an internal marketing team or do you outsource

your marketing needs?

2013 Survey 2014 Survey

How Many FTEs Are Required for Your Marketing?

Seventy-five percent of companies have small internal teams.

80.7%

11.4% 2.3% 5.7%

75.0%

11.5% 8.3% 5.2% 0%

10% 20% 30% 40% 50% 60% 70% 80% 90%

1 to 5 6 to 10 11 to 25 26 or more

How big is your internal marketing team?

2013 Survey 2014 Survey

Are You Achieving Your Strategic Goals?

To meet business goals, companies must develop and implement an integrated marketing plan and measure the results.

81.0%

16.0%

3.0%

Does your company develop and implement an annual marketing plan?

Yes No Unsure

Is Your Company at Risk?

More than one-third of respondents in a regulated industry are unprepared to handle crisis situations.

59.0%

34.0%

7.0%

Does your company develop and implement a public relations/communications plan?

Yes No Unsure

Do You Ask for Feedback From Clients?

Companies need to know how current, past and potential clients perceive their company.

81.0%

16.0%

3.0%

Do you regularly ask for feedback from your clients on ways to improve?

Yes No Unsure

Are You Analyzing Your Competitors?

Understanding competitors is critical to position yourself in the marketplace; yet 23 percent of companies are not gathering information.

76.0%

23.0%

1.0%

Do you regularly analyze your competitors?

Yes No Unsure

What digital marketing tactics does your company use?

What Digital Marketing Tactics Do You Use?

95.7%

83.0%

61.7%

53.2%

48.9%

35.1%

33.0%

28.7%

19.2%

0% 20% 40% 60% 80% 100%

Email marketing

Social media

Webinars

AdWords

Video

Blogging

Slideshare presentations

Infographics

E-books

Email marketing is the most popular digital marketing tactic, followed by social media, webinars, AdWords and video.

What Is Your Budget Allocation for Digital Marketing?

1

2

8

25

38

6

14

0 10 20 30 40 50

100%/All

75%-99%

50%-74%

25%-49%

1%-24%

0%/None

Unsure

# of mentions

What percentage of your marketing budget is spent on digital marketing?

Over one-third of companies are spending at least a quarter of their annual marketing budget on digital marketing tactics.

What Is Your Digital Marketing Satisfaction?

Companies are moderately satisfied with their current digital marketing efforts. (Mean 3.14)

4%

34%

42%

11%

9%

What is your satisfaction with your company’s overall digital marketing?

5 4 3 2 1

Ratings Highest Rating

Where Do You Go For Digital Marketing Info?

93.7%

70.5%

67.4%

65.3%

60.0%

60.0%

52.6%

50.5%

0% 20% 40% 60% 80% 100%

Websites

Social media

Email

Competitors

Blogs

Associations

Presentations

Print publications

Where do you get information on new strategies, tactics and trends in digital marketing?

Websites are the most popular resource for new information on digital marketing.

Do You Have a Social Media Strategy?

Social media should be integrated into all marketing activities; yet only half of the respondents reported having a social media strategy.

50.0%

40.2%

9.8%

Does your company currently have a social media strategy?

Yes No Unsure

Are You Following Your Competitors on Social Media?

More than half of companies are following their competitors on social media.

65.3%

28.6%

6.1%

Do you follow what competitors are doing on social media?

Yes No Unsure

How Much Time Do You Spend Weekly on Social Media?

29%

40%

17%

7%

7%

Less than 1 hour

1-5 hours

6-10 hours

11-20 hours

21 hours or more

0% 20% 40% 60% 80% 100%

How much time does your company invest in social media per week?

Forty percent of companies are spending one to five hours per week on social media.

What is the primary use of social media for your business?

Why Are You Using Social Media?

58.6%

10.3%

8.0%

6.9%

4.6%

4.6%

3.4%

3.4%

0% 20% 40% 60% 80% 100%

Create awareness

Lead generation

Build relationships

Increase connections

Study participation

Recruiting

Develop dialogue

Other

A majority of companies are using social media to create awareness.

What information do you post on your company social media?

What Are You Posting on Social Media?

83.7%

81.4%

59.3%

48.8%

2.3%

11.6%

0% 20% 40% 60% 80% 100%

Exhibiting at trade shows

Press releases

Articles by employees

Presentations by employees

Job postings

Other

Social media is primarily used to promote trade show attendance and press releases. Companies should also

seek opportunities to build a dialogue.

0%  

10%  

20%  

30%  

40%  

50%  

60%  

70%  

80%  

90%  

100%  

Effectiveness Usage

What Social Media is the Most Used and Effective?

LinkedIn is the most used and most effective social media platform.

Per

cent

age

of R

espo

nden

ts

Do You Use Analytics to Make Decisions?

Approximately two-thirds of respondents indicated that they use some form of analytics to support marketing decisions.

66.3%

23.9%

9.8%

Do you use analytics to support your marketing decisions?

Yes No Unsure

53

5

2 12

# of mentions

Which analytics tools do you use?

Other

KISSmetrics

HubSpot

Google Analytics

(2)  

Are You Using Marketing Automation?

Only 22 percent of companies have implemented a marketing automation tool.

22.2%

60.0%

17.8%

Do you use marketing automation for your business?

Yes No Unsure

3

3

3

2 2

7

# of mentions

Which marketing automation tools do you primarily use?

Other

SalesFusion

Eloqua

HubSpot

Pardot

Marketo

Is Your Website Optimized for Mobile Devices?

Despite the use of mobile devices, less than half of respondents indicated that their company’s website is optimized.

45.6%

40.0%

14.4%

Is your website optimized for mobile devices?

Yes No Unsure

Do You Have a Mobile App?

Mobile apps have not been widely developed in the industry.

18.7%

74.7%

6.6%

Have you had a mobile app developed for your business?

Yes No Unsure

Companies want industry expertise from their marketing partner.

What Do You Look for in an Agency?

42.9%

10.7%

26.8%

3.6% 8.9% 7.1%

Which of the following is most important in choosing a marketing agency?

Industry expertise Services Compatibility Reputation Cost Other

Is Your Agency Meeting Expectations?

Marketing is an expense. Set goals for your agency and hold it accountable.

2%

10%

9%

14%

16%

38%

42%

38%

30%

0% 20% 40% 60% 80% 100%

2013 Satisfaction

2014 Satisfaction

How satisfied are you with your agency on a scale of 1 to 5 (5 being highest or best)?

1s 2s 3s 4s 5s

Average = 3.88

Average = 4.03

v  

How Is Your Agency Performing?

Your clients demand client service, timeliness and accuracy. Shouldn’t you?

Client service

Ease of doing business

Communication

Timeliness Project management

Bid turnaround time

Fees

Expertise

Accuracy

2013

2014

4.41  

4.29  

4.18  

4.05  

4.00  

4.11  

4.05  

4.27  

4.32  

4.05  

3.95  

3.91  

3.84  

3.80  

3.78  

3.73  

3.72  

3.65  

0.00   0.50   1.00   1.50   2.00   2.50   3.00   3.50   4.00   4.50   5.00  

Assessment of Agency Marketing Services

On a scale of 1 to 5 (5 being the highest or best) what is your perception of your agency's performance?

2014 2013

Service Attribute 5 4 3 2 1 Avg. Avg. Graphic design 35% 40% 19% 5% 2% 4.00 N/A

Public relations 30% 40% 25% 0% 5% 3.90 N/A

Media/Media placement 30% 39% 22% 4% 4% 3.87 N/A

Digital marketing 18% 61% 14% 4% 4% 3.86 3.88

Web/Interactive development 25% 44% 19% 13% 0% 3.81 N/A

Marketing strategy 36% 23% 18% 18% 5% 3.68 3.69

Trade show & event planning 21% 36% 29% 14% 0% 3.64 3.64

Scientific/Technical writing 20% 40% 20% 12% 8% 3.52 3.75

Search Engine Optimization (SEO)

25% 20% 35% 15% 5% 3.45 3.85

Social media 19% 31% 31% 13% 6% 3.44 3.50

Customer surveys 21% 36% 14% 21% 7% 3.43 3.44

Marketing plans 18% 29% 29% 18% 6% 3.35 3.80

Market research 22% 22% 17% 22% 17% 3.11 3.50

Key Takeaways

•  Internal marketing or outsourcing: Companies need to determine the most effective way to meet their business goals, whether it is utilizing an internal team or outsourcing the work. A majority of companies are doing a mixture of internal marketing and outsourcing to ensure they have access to the experience and skill sets needed to implement their marketing plan and tactics successfully. Keeping up-to-date with the latest industry knowledge is vital to survival in today’s business culture. •  Marketing plan: Companies need to develop an integrated marketing plan and measure the

results of their marketing efforts. How are you going to meet your business goals if you do not have a plan? How are you going to know what is working and not working if you do not measure the results?

•  Communication: How you share information impacts your company image with both your internal and external audiences. If your communication is sporadic, inconsistent and comes from different people, it could be harmful to your company. It is also important to have a PR/communications plan in place in case a crisis should arise.

•  Feedback from clients: To be successful in the marketplace, companies need to know how

current, past and potential clients perceive their company. This input is the best source to understand how your company is performing. This can be done through numerous mechanisms, including surveys (online or phone), online forums, poll questions and requests for reviews and feedback. You can also gather information at events, look for trends in Web analytics and see what your audience is saying on social media platforms.

What Does It All Mean?

•  Competition: Understanding what competitors are doing to market products and services is vital to know how to differentiate yourself.

•  Digital marketing: Most companies are primarily using digital marketing to create awareness. This is important, but you should also be looking for ways to build relationships and develop a dialogue with your target audience. Digital marketing also provides numerous tools that allow you to develop an integrated marketing campaign and repurpose your current and existing materials. For example, if you have a white paper, you could promote it digitally through a press release, email, social media, video and a webinar.

•  Social media: LinkedIn is the preferred platform in the drug development services industry and

overall social media usage has increased. While it is not a strong stand-alone tactic, it should be integrated into all marketing campaigns to impact brand recognition, visibility and SEO.

•  Analytics and automation: To understand the overall effectiveness of your marketing, you must

track analytics. These are key in helping you understand what is working and what is not. Despite marketing automation being an industry buzzword, a majority of companies have not implemented a system.

•  Agency performance: Most companies seek an agency that has industry experience. Your agency needs to be as accountable as your internal team. You need to confirm that the agency can fulfill all your required marketing needs. You also need to set performance goals for your agency, and you must let it know if it is not meeting your expectations. Agencies need to demonstrate their value.

Part 2: What Does It All Mean?