Healthcare Research Briefing

Marketing Demand Generation Performance & Investments Study

Improving Marketing Pipeline Contribution

Alexander Group recently interviewed 300+ marketing executives across healthcare, to share data, insights and viewpoints on current demand gen performance and investment strategies. Focus areas included:

  • Performance & Structure
  • Channel Expense Mix
  • Demand Generation ROI
  • Investment Ratios
  • Pipeline Sources by Function
  • Pipeline Sources by Channel
  • Lead Conversion Benchmarks
  • Common Conversion Ratios

Highlights among healthcare leaders that have winning demand gen programs include:

  • Top firms have increased demand generation investments by +53%.
  • Marketing accounts for +40% of functional pipeline development.
  • Marketing channel mix is evolving―branding through SEM accounts for 30%+ of pipeline while events and conferences represent over 13% of pipeline.
  • Leading healthcare firms report lower cost per MQL compared to peers.

Find out where your organization’s demand generation activities and investments perform alongside Alexander Group’s Demand Generation insights.

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