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KOL Webinars Get Maximum Bang For Pharma's Digital Buck?

 
• By Anju Ghangurde

Digital channels are expected to consume more of pharma's marketing dollars – China and the US already trump the rest of the world in terms of non-personal digital spends, while pharma marketers see webinars with key opinion leaders (KOLs) as the channel that generates the highest return on investment (ROI).

Pharma may be lagging other industries in terms of digital maturity but the writing on the wall or perhaps in the smartphone isn't lost on the drug industry, going by the details in a new survey by the healthcare solutions provider, Indegene.

The survey suggests that by 2018, 19% of the pharma industry's marketing budgets will be spent on non-personal digital channels,...

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