SOURCE: Ogilvy CommonHealth Worldwide

Ogilvy CommonHealth Worldwide

October 07, 2015 12:58 ET

Econsultancy Releases Study on "Healthcare Marketing in the Digital Age" in Partnership With Ogilvy CommonHealth Worldwide and OgilvyRED

PARSIPPANY, NJ--(Marketwired - Oct 7, 2015) - Ogilvy CommonHealth Worldwide (www.ogilvychww.com), the health behavior change specialists of Ogilvy & Mather (www.ogilvy.com), and a WPP company (NASDAQ: WPPGY) (www.wpp.com), today announced the findings of an important industry study, produced by Econsultancy, in partnership with Ogilvy CommonHealth Worldwide (OCHWW) and OgilvyRED, the data from which was originally presented by the study's author, Stefan Tornquist, at OCHWW's Marketing Summit on September 24 in New York.

The study, titled "Organizing Healthcare Marketing in the Digital Age," was conducted in September, and was designed to help identify what the priorities for healthcare marketers should be over the next year, what industry changes are expected, and how marketing leadership should organize their resources to most effectively deliver value to their organizations. A total of 150 qualified, managerial-level respondents participated in the survey.

Mr. Tornquist, the vice president of research for Econsultancy in New York, presented the findings at OCHWW's first annual Marketing Summit before an audience of more than 120 senior healthcare-marketing executives. Some key takeaways from the Econsultancy study include:

  • Digital is a largely separate function in healthcare marketing: marketers in this sector are 57% more likely to say that digital is entirely separate as a function. Middle managers are much more likely than other sectors to say, "We're threatened by disruption," but they'll need to become more integrated to lessen the threat of this disruption.
  • Changing patient behavior is having a massive influence on the direction of healthcare marketing. 75% of marketers surveyed for the study said that this change was impacting their business.
  • The healthcare industry has a huge amount of data available to it, and this study has found that the majority of companies are well prepared to deal with this volume. However, using it quickly and flexibly is a challenge for healthcare marketers. 66% of respondents say that they're unprepared to extract insights from emerging data sources.
  • Healthcare organizations need to evaluate themselves from the ground up to drive forward with digital; 43% of survey respondents say that their organization isn't currently built to be digitally effective.
  • Marketing technology investment is not matching objectives within the industry; only 32% of respondents have the technology to achieve their top objectives of multichannel campaign management and personalization.

A copy of the full report is available and complimentary to registered Econsultancy users until October 30 at this link: http://bit.ly/1JQjHxo.

About Ogilvy CommonHealth Worldwide
Ogilvy CommonHealth Worldwide is committed to creativity and effectiveness in healthcare communications, everywhere. Our global headquarters are in Parsippany, NJ, with additional hubs in New York, London, Paris and Singapore. We maintain multiple additional offices in markets critical to our clients' global aspirations. Ogilvy CommonHealth Worldwide provides marketing services including behavioral insights, content strategy and management, digital, interactive and new media services, marketing analytics and research, media planning and buying, medical education, payer marketing and market access, professional advertising and promotion, public affairs and relations, relationship marketing, sales training development, social media and social listening, and wellness and consumer advertising and promotion. The network also offers scientific communications and publications planning services through a wholly owned separate legal entity. The organization houses and maintains individual Ogilvy CommonHealth and Ogilvy Healthworld brand identities within the marketplace.

About Econsultancy
Econsultancy� is a global leader in digital transformation, helping businesses succeed both in digital marketing and digital business. In healthcare, we help our clients audit their current capabilities, define their future needs, and build sustainable roadmaps for delivering improved business performance. Whether it is helping a large pharmaceutical client to transform into a social enterprise or building a leadership program around digital innovation for a device manufacturer, we are here to help. In addition to this, our best practice guides, events, and training can all be combined to help you make the most of the opportunities that digital technology offers. Econsultancy supports the world's top brands and agencies, informing their digital strategy and helping them to better understand their digital initiatives.

To speak to an Econsultancy Research Analyst about the report, please contact:
Amy Rodgers
amy.rodgersATeconsultancy.com
+1 212 971 0630

About OgilvyRED
OgilvyRED provides strategic growth and innovation consulting services to clients globally. Powered by a core group of 1200 senior strategic consultants from the global Ogilvy & Mather network, OgilvyRED applies the best talent, intellectual property, creativity, and tools -- sourced from anywhere inside or outside Ogilvy, WPP, and selected external partners. In the face of monumental changes to business, branding, and marketing, OgilvyRED is a crucial change agent that helps clients solve their thorniest brand and marketing problems. OgilvyRED makes the connection between deep strategy and creativity to uncover the actionable answers clients need. Positive, measurable brand and business outcomes are OgilvyRED's single-minded goal.

Contact Information

  • Contact:
    Beth Paulino
    Kerianne Slattery
    Ogilvy CommonHealth Worldwide
    973.352.1000 tel