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Digital IQ INDEX®

Pharma & Healthcare Providers

The L2 Digital IQ Index®: Pharma & Healthcare Providers provides an actionable metric for the Pharma industry in optimizing digital ROI with Healthcare Providers (HCPs). The ranking, created by L2 in partnership with Vue Group and PHD network, evaluates Pharma brands’ digital presence across four criteria: Physician Site, Digital Marketing, Social Media, and Mobile. Each brand was scored against more than 100 qualitative and quantitative data points and assigned a Digital IQ ranking of Genius, Gifted, Average, Challenged, or Feeble.

“We believe effectively targeting physicians online will be one of the primary drivers of shareholder value in the Pharma industry moving forward. The combination of an increasingly constrained and expensive sales force model, coupled with doctors spending more time online, makes this a win-win for Pharma companies and physicians.” —Scott Galloway

Key Findings

There is limited digital sharing across companies: There is an average IQ dispersion of 41 points across conglomerates with more than one brand in the study.

SEO is a missed opportunity: While 57 percent of physicians search by disease condition, only eight percent of brands are purchasing condition-related search terms and directing web traffic to their professional sites.

Email is an underutilized marketing tool: Only 57 percent of brands have physician email opt-in. Concerta was the only brand whose email was viewable on a mobile device.

Brands with strong direct-to-consumer digital marketing do not necessarily deliver to physicians online: The Women’s Health category, which engages in some of the industry’s strongest consumer digital outreach, registered the lowest average Digital IQ at 46 points.

Diabetes brands led the way, posting an average Digital IQ of 107 across the category. On the company side, Novo Nordisk boasted the highest average Digital IQ at 113, with two brands in the Index, followed by Amgen and Johnson & Johnson. The top 10-ranked brands are: