Survey Illustrates Need for Robust Digital Governance

Creation Healthcare undertook a survey in October 2011, built on its proprietary approach to Digital Governance, to gauge how well highly regulated healthcare companies are addressing this critical issue.

Simply defined, Digital Governance refers to the approach a company takes to gaining control of its digital activities, in order to address the dual goals of reducing risk and increasing the return on its online and mobile investments.

According to marketers from various segments of the healthcare industry – including pharmaceutical companies, medical device manufacturers and insurers – more can be done. Highlights of the survey results include:

  • We’re not sure who’s involved with our digital marketing activities.
    • Not a single respondent felt that he/she could identify every individual at their respective companies who is carrying out digital marketing
    • 12.5 per cent said they definitely could not name every individual
    • 87.5 per cent were unsure about the names of every individual
  • We’re not clear about our digital policies and procedures.
    • Nearly two-thirds of respondents were unsure about their organisation’s digital policies and procedures
    • 25 per cent said they cannot define their company’s policies and procedures at all
    • Just 12.5 per cent felt they understood their organisation’s policies and procedures
  • We need help assigning value to digital activities.
    • Nearly 30 per cent of respondents do not measure return on investment for their digital activities
    • The remaining 71.4 per cent only ‘somewhat agree’ that they measure ROI

For a confidential discussion of how Creation’s robust approach to Digital Governance can help you gain control of your digital programme, click here to contact Robert.

 

 

Robert Hanvik

Approximately half of Robert’s career has been spent at agencies / consultancies, while the remainder has been spent on the client side. He has deep experience in nearly every communications-related discipline, including market development, integrated marketing communications, corporate/mergers & acquisitions, public and media relations, writing/editing, internal communications, government affairs, corporate social responsibility, and digital business. Until December 2010, Robert headed global communications for Smiths Medical, where he was responsible for all internal and external communications, Digital Business, government affairs, and corporate social responsibility (CSR). He led the establishment of government affairs; industry and patient relations activities; and CSR programmes for the business. He also reorganised Digital Business and led the team that automated more than half of the business’ sales (£450 million) via digital means. The team also added more than £9 million in incremental value and reduced budgets by £2.5 million. Previously, he was Managing Director for the fastest-growing office of global communications firm Fleishman-Hillard International, where he also led the creation of a healthcare practice, opening centres of excellence in London, Dublin, Berlin, Tokyo, Shanghai, and six US cities. Robert also held leadership roles at consultancies SGH Communications, Tunheim Group, Colle + McVoy, and Weber Shandwick Worldwide, and served as Head of Global Public Relations for Medtronic, Inc. Robert holds a Bachelor of Arts degree in Journalism from the University of St. Thomas (St. Paul, Minnesota), with minors in Business Administration and International Economics. He studied Journalism and Political Science at the London School of Economics, and read Law at William Mitchell College of Law. Robert has travelled extensively; and speaks French, and reads Spanish and Italian. In addition to his role at Creation Healthcare, he also serves as a member of faculty for the World Medical Device Organization (WMDO).