multichannel benchmark 2017

Multichannel Benchmark 2017: Evaluation of multichannel performance in the DACH pharmaceutical industry

Despite increasing professionalization in the field of multichannel marketing, pharmaceutical companies are not aligning their information channels, frequencies and content with the customer needs of doctors and patients. This is the result of a recent multichannel benchmark study by Homburg & Partner. Within the scope of the regularly conducted study, 15 leading pharmaceutical companies were surveyed and evaluated from an internal, and over 30 pharmaceutical companies from an external perspective in the area of multichannel excellence along the following dimensions: strategy, structure/processes, capabilities/capacities, key performance indicators (KPI), channel usage, channel budget and channel mix.

Multi Channel Benchmark Study 2017