Econsultancy Releases Study on "Healthcare Marketing in the Digital Age" in Partnership With Ogilvy CommonHealth Worldwide and OgilvyRED

PARSIPPANY, NJ--(Marketwired - Oct 7, 2015) - Ogilvy CommonHealth Worldwide (www.ogilvychww.com), the health behavior change specialists of Ogilvy & Mather (www.ogilvy.com), and a WPP company (NASDAQ: WPPGY) (www.wpp.com), today announced the findings of an important industry study, produced by Econsultancy, in partnership with Ogilvy CommonHealth Worldwide (OCHWW) and OgilvyRED, the data from which was originally presented by the study's author, Stefan Tornquist, at OCHWW's Marketing Summit on September 24 in New York.

The study, titled "Organizing Healthcare Marketing in the Digital Age," was conducted in September, and was designed to help identify what the priorities for healthcare marketers should be over the next year, what industry changes are expected, and how marketing leadership should organize their resources to most effectively deliver value to their organizations. A total of 150 qualified, managerial-level respondents participated in the survey.

Mr. Tornquist, the vice president of research for Econsultancy in New York, presented the findings at OCHWW's first annual Marketing Summit before an audience of more than 120 senior healthcare-marketing executives. Some key takeaways from the Econsultancy study include:

• Digital is a largely separate function in healthcare marketing: marketers in this sector are 57% more likely to say that digital is entirely separate as a function. Middle managers are much more likely than other sectors to say, "We're threatened by disruption," but they'll need to become more integrated to lessen the threat of this disruption.
• Changing patient behavior is having a massive influence on the direction of healthcare marketing. 75% of marketers surveyed for the study said that this change was impacting their business.
• The healthcare industry has a huge amount of data available to it, and this study has found that the majority of companies are well prepared to deal with this volume. However, using it quickly and flexibly is a challenge for healthcare marketers. 66% of respondents say that they're unprepared to extract insights from emerging data sources.
• Healthcare organizations need to evaluate themselves from the ground up to drive forward with digital; 43% of survey respondents say that their organization isn't currently built to be digitally effective.
• Marketing technology investment is not matching objectives within the industry; only 32% of respondents have the technology to achieve their top objectives of multichannel campaign management and personalization.

A copy of the full report is available and complimentary to registered Econsultancy users until October 30 at this link: http://bit.ly/1JQjHxo.