Are US Digital Pharma Marketers too Preoccupied with Regulatory?

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New study by Across Health U.S. reveals American pharma companies are too preoccupied with regulatory to worry about strategy or internal knowledge building.

The most important digital bottlenecks for US pharma execs.

The most important digital bottlenecks for US pharma execs.

Regulatory and compliance concerns completely trump concerns about much else.

Whereas European and Chinese pharma execs continue to address strategy and internal knowledge as important bottlenecks in the digital space, U.S. pharma execs continue to focus on regulatory and compliance concerns. This is one of the main findings of the Digital Barometer US, a new study by Across Health, a leading global “fusion marketing” consultancy for life sciences.

Across Health’s Digital Barometer has been conducted for the last 3 years in Europe with recent surveys done in China and now the US. With a lens on three major markets, the Digital Barometer represents a unique view of the global Life Sciences digital landscape.

The results of the combined 2011 regional Digital Barometers reveal that U.S. execs, compared to those in Europe or China, are significantly more worried about regulatory and compliance when digital is concerned, and less so about areas that rank high in other regions, like the lack of a digital strategy or sufficient internal knowledge.

An issue that is consistent across the globe is the dissatisfaction with digital. Only 19% of U.S. respondents reported being satisfied with current digital activities. Satisfaction in Europe was even lower at 12% and a bit higher in China at 26%. As a result, the share of digital in the overall budget continues to be low across all regions, varying between 7 and 9% of the overall marketing budget.

To be fair, it is not that U.S. does not worry about strategy and internal knowledge, it is just that regulatory and compliance concerns completely trump concerns about much else. Perhaps it is due to different market dynamics, but perhaps it is also time for U.S. pharma companies to reassess how they approach the digital landscape and give digital strategy and internal knowledge a higher priority.

For the full results of the 2011 regional Digital Barometers:

Contact Information
For more details on the US Digital Barometer or other service offerings from Across Health, please contact Josh Caggiula, Senior Consultant, Across Health U.S. at (+1 610 209 3535) or drop us a line at our website’s contact us page.

About Across Health (
Across Health is a leading global “fusion marketing” consultancy for life sciences focused on integrating digital into the channel mix. Our 60+ staff all over the world partner with the world’s leading pharmaceutical companies. Take part in our 2012 Digital Barometer here.

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Josh Caggiula
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