Dear Stakeholder,
尊敬的用户,
Thank you for your willingness to participate in this survey. The objective of this study is to understand your perspective on channel effectiveness, content utilization, and analytics among other aspects. Your responses will help us understand the latest considerations in digital marketing in engaging physicians. We assure that your answers will be kept confidential and aggregated into the study findings.
诚挚感谢您参与本次调研活动。本次调研的目的是希望了解您在数字化营销各方面的宝贵观念，包括渠道效果、内容利用，以及数据分析等。您的参与回复将帮助我们理解如何更好地利用数字化营销手段与医生进行互动。我们将确保对您个人的回复内容进行保密，并且仅会将本样本内容整合至最终的研究结果中。
1. Enter your contact information
请输入您的联系信息
2. Please indicate the departments you partner with (Check as applicable)
请指出在您的工作中，与您合作的部门（请选择适用项）
3. Indicate if the above department are specific to any of the therapy areas (Check as applicable)
上题中各部门是否针对以下特定的治疗领域（请选择适用项）
4. What is the percentage of your company's marketing budget you generally spend across Digital channels for customer engagements? Please select the most appropriate options.
对于贵司利用数字化渠道进行数字营销的预算，在整体市场预算中的占比，请选出最合适的选项.
| 10% | 10-20% | 20-30% | 30-40% | 40-50% | 50+% | |
| Percentage |
5. What is the percentage of your digital marketing budget you generally like to spend across the following prominent channels for engagement with your customers?
贵司是如何在以下重要的细分渠道之间分配数字营销预算的？
| 2% | 2-5% | 5-15% | 15-30% | 30-50% | 50+% | |
| LBLs/Print Material印刷资料 | ||||||
| Speaker Meetings学术会议 | ||||||
| e-Detail Aids 数字渠道广告位 | ||||||
| Remote Engagements(Tele-rep MSL)电话销售或者医学顾问进行的远程拜访 | ||||||
| WeChat 微信 | ||||||
| Rep Triggered eMailers医药代表发起的邮件营销 | ||||||
| Marketing eMailers市场推广邮件营销 | ||||||
| Online Conferences/KOL Webcasts在线会议/KOL讲座 | ||||||
| Product Website产品相关网站 | ||||||
| 3rd Party Platform(DXY, Haodf.com, PAGD)第三方平台，例如丁香园、好大夫、平安好医生等 | ||||||
| (Online) Journals eBooks 在线学术期刊或电子书 | ||||||
| Mobile Applications移动端应用 | ||||||
| Text messages/SMS手机短信 | ||||||
| Patient Education Websites/programs患者教育网站/项目 | ||||||
| Patient Mobile Applications患者端移动 App |
6. How are various Digital engagements managed in your organization? Please select one or more suitable options.
在贵司内部，各种数字化营销通常是如何进行管理的？请选择一个或多个适合的选项
| Yes | No | |
| Digital programs are executed independently by Brand teams 数字化营销项目由产品组独立管理 | ||
| Digital programs are executed in collaboration with a dedicated digital/MCM team数字化营销项目由专设的Digital团队或者MCM团队参与进行合作管理 | ||
| Digital engagements are executed using an enterprise platform使用企业的数字化平台来实施一些数字化项目 | ||
| Digital programs are executed in collaboration with preferred vendors only仅与优选供应商合作实施数字化项目 |
7. Can you suggest which of the following technology platforms are currently in usage for your organizations?
请您指出以下技术平台在贵司的使用情况？
| Not Implemented还未实施 | Accessing即将实施 | Implementing实施中 | Actively Using使用中 | Advanced使用后期 | |
| CRM platform-VeevaCRM平台-Veeva | |||||
| CRM platform-Cegedim - MICRM平台-Cegedim - MI | |||||
| Content Management Systems-Tridion内容管理系统-Tridion | |||||
| Content Management Systems-Drupal内容管理系统-Drupal | |||||
| Content Management Systems-Box内容管理系统-Box | |||||
| Content Management Systems-SiteCore内容管理系统-SiteCore | |||||
| Content Management Systems-Veeva Vault内容管理系统-Veeva Vault | |||||
| Marketing Automation Systems-Adobe Campaign营销自动化管理系统-Adobe Campaign | |||||
| Marketing Automation Systems-Salesforce Marketing Cloud营销自动化管理系统-Salesforce Marketing Cloud | |||||
| Marketing Automation Systems-Oracle EloQua营销自动化管理系统-Oracle EloQua | |||||
| Business Intelligence Tools-Microsoft Power BI商业智能工具-Microsoft Power BI | |||||
| Business Intelligence Tools-Tableau商业智能工具-Tableau | |||||
| Business Intelligence Tools-Microsoft Power BI商业智能工具-MicroStrategy |
8. What are the key capacities you consider are most important while selecting vendors for different types of digital projects? (multiple choice, select the proper items)
针对不同数字营销项目，您在选择第三方供应商时，最看重供应商所具备的哪些能力？(多选，选择合适项)
| Medical Content医学内容 | Creative Design设计创意 | Solution Design解决方案设计 | Technology Capability技术能力 | Domain Experience相关领域经验 | Cost Advantage成本优势 | Project Communication项目沟通能力 | Delivery on-time按时交付 | Any other, please specify其他，请列举 | |
| Remote Engagements(Tele-rep MSL)电话销售或者医学顾问进行的远程拜访 | |||||||||
| WeChat 微信 | |||||||||
| e-Detail Aid DevelopmenteDA制作 | |||||||||
| Online Conferences/ KOL Webcasts在线会议/ KOL讲座 | |||||||||
| Product Website产品相关网站 | |||||||||
| Mobile Applications移动端应用 | |||||||||
| Speaker Programs/ Offline Meetings线下学术活动 / 会议 |
9. Can you suggest which stakeholder initiates the various kinds of digital projects in your organization (select all that is applicable)
请您指出在贵司内部，以下各类型数字化项目通常是由哪个部门发起的？（请选择所有适合项）
| Digital/MCM Team | SalesSFE Team | Marketing Team | Procurement Team | ITTeam | |
| Centralized Digital Content Production集中化的数字内容生产 | |||||
| Data Analytics Automation Tools数据分析与自动化工具 | |||||
| Integrated Campaign Management Platforms集成的活动管理平台 | |||||
| Technology Platforms for customer engagement用于用户沟通的技术平台 | |||||
| Digital Asset Management数字化资产管理 | |||||
| Live Meeting Platforms直播会议平台 | |||||
| e-Commerce Collaborations电子商务合作 | |||||
| Web Content Management System网站内容管理系统 |
10. What percentage of preferred vendors recommended by procurement department are accepted by the marketing team?
在发起数字营销项目时，采购部门推荐的优选供应商被市场部采纳的比例是多少？
| 20% | 20-40% | 40-60% | 60-80% | 80-100% | |
| Percentage |
11. What are the main challenges in co-operation between the marketing & procurement teams for digital projects? Rate your attitude towards each challenge statement on a scale of 1 to 5, with 1 being the strong disagreement and 5 being strong agreement.
在数字化营销项目中，在市场部与采购部之间的合作中，存在哪些主要挑战？请使用 1-5分制评估您对于以下挑战描述的认同程度，其中1分标示完全不认同存在该挑战，5分标示完全认同存在该挑战。
| 1 | 2 | 3 | 4 | 5 | |
| Procurement and Marketing has different understanding on project target有时采购和市场部双方对项目的目标理解有偏差 | |||||
| Sometimes because of limited budget, some digital project quality is affected有时因为预算有限的影响，一些数字营销项目的质量受到影响 | |||||
| Introduction of new vendors with innovative capacities希望不时引入创新能力的新供应商 | |||||
| Procurement could have deeper business knowledge of marketing team采购应该多了解市场部的业务知识 | |||||
| Does not involve Procurement at early stage of the Project 没有在项目早期引入采购 |
12. Can you suggest what is the role of the procurement team in the various kinds of digital projects in your organization?
请您指出在贵司内部，采购部门在以下各类型数字化项目中所扮演的角色.
| Initiator发起者 | Decision Maker决策者 | Identifying vendor供应商收集 | Price Negotiation价格谈判 | Help to go through the process协助走流程 | |
| Centralized Digital Content Production集中化的数字内容生产 | |||||
| Data Analytics Automation Tools数据分析与自动化工具 | |||||
| Integrated Campaign Management Platforms集成的活动管理平台 | |||||
| Technology Platforms for customer engagement用于用户沟通的技术平台 | |||||
| Digital Asset Management数字化资产管理 | |||||
| Live Meeting Platforms直播会议平台 | |||||
| e-Commerce Collaborations电子商务合作 | |||||
| Web Content Management System网站内容管理系统 |
16题 | 被引用1次