We are pleased to present you with the 8th Across Health Multichannel Maturometer in Life Sciences, which covers the 4 key dimensions of digital maturity: strategy & organization, business processes & technology, multichannel integration and measurement.
If you only look at the averages, the 2016 results are very much a copy-paste of the previous years. At 13%, average satisfaction levels remain at all-time-low levels, while average digital marketing budgets (15.7%) are status-quo for the 4th year running. Skill levels continue to be low, key channels are very similar, etc etc.
However, if you look beyond these averages, some early leaders can be identified. Indeed, 15% states that digital transformation is happening fast. In other words, while most of the eggs in the hatchery are still closed, some “chickens” have already hatched.
We saw the same trend in 2015, where the top 10% is outperforming the average company significantly (http://bit.ly/29qk2lg), except for key “pain points” like mix optimization, campaign management and KPIs.
And if you look at the 2015-2016 comparison (p26), you can again infer that there is some activity in the other eggs too…Indeed, customer databases are increasingly crosschannel, while the pain related to execution (mix planning and campaign management platforms) – and the lack of training - are felt much harder than in 2015…in other words, the other eggs could hatch soon…and MCM will never be the same again!
Happy reading & holidays!