Chart of the Month – 2024 Maturometer report reveals: HQs plan to involve key local markets more in their digital planning

September 2024, our CHART of the MONTH:

This year’s Maturometer report reveals a shift in how headquarters (HQs) plan to collaborate with local markets and improve performance measurement as the industry takes steps toward greater omnichannel maturity.

When asked how they currently involve local markets in digital planning, 29% of HQ-associated respondents indicated they currently create a central campaign blueprint and share it with countries for adaptation. When asked how they plan to involve local markets in the future, only 12% plan to maintain this method, while around a third (33%) would preferto co-create campaigns with key markets, ensuring local buy-in from the start.

This planned shift towards co-creation signals an increased focus on aligning global strategies with local needs, fostering greater collaboration between HQs and key markets. It also reflects a growing recognition that successful digitaltransformation requires more than top-down directives – itthrives on tailored, more localized approaches.

The survey results also reveal a desire among our HQ respondents to improve performance measurement across markets through the development of better dashboards. To achieve this, companies will need consistent measurement of key attitudinal KPIs atthe brand level and reliable interaction data that’s standardized across teams, brands and countries.

These changes point to a promising future where biopharma companies can achieve stronger global-to-local alignment and make more data-driven decisions that drive both performance and engagement.

Keen to find out more about how these and otherinsights from this year's Maturometer can help guide your organization toward more effective strategies, greaterrelevance, and long-term success?

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For more information on how our omnichannel consulting services and products can help your global-to-local collaborations, or solve your dashboard and ROI challenges, please get in touch!

Chart of the Month is an ongoing series where we highlight an interesting chart or statistic from our Navigator365™ and Maturometer™ research, and offer a brief commentary on what this can tell us about trends in customer engagement in the life sciences. Browse through our previous Charts of the Month here!