Rise of Marketing Automation in Life Sciences Industry

Life Sciences industry is going through a paradigm shift in the nature of marketing campaigns.

• Transition from Product/Brand centric to Customer centric
• Transition from One Size Fits All segments to Micro Segments and/or Highly Personalized customer journeys
• Transition from Silo-ed Single Channel/Tactic campaigns to truly Integrated Multi-Channel campaigns
• Transition from Calendar driven campaigns to Market Event & Customer Response driven campaigns
• Transition from Fixed Pre-Planned contents to Dynamically Optimized contents in tune with customer needs in the moment

This is driving a need for Marketing Automation across Life Sciences industry. Some trends that are being observed in the industry:

• 12% CAG for life sciences marketing automation software forecast for next 5 years
• 56% Life Sciences firms are planning to increase spend on marketing automation in 2018
• 75% Companies using marketing automation see ROI within 12 months
• 70% Life Sciences firms use Salesforce Marketing Cloud, Adobe Marketing Cloud or Marketo as their marketing automation platform

But, what is Marketing Automation?
Marketing Automation is a category of software, paired with data & business processes, designed to streamline, integrate, automate, measure and optimize a broad set of marketing tasks and workflows across channels and partners.

Marketing Automation, when done right, enables businesses to engage customers and prospects at the right moment and place, with right message and on the devices of their choice to deliver meaningful customer experiences throughout the customer journey and drive business impact while increasing operational efficiency. Marketing Automation Platform capabilities help to streamline, integrate, automate, measure and optimize marketing tasks and workflows across channels and partners