The need and opportunity for increased CMO and CIO collaboration and convergence in the pharmaceutical industry has never been higher as the industry faces a rapid period of change marked by massive digital advances, a new health consumer and a dominant outcomes-based reimbursement environment.
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Accenture surveyed CMOs (or equivalent titles) and CIOs from many of the largest pharmaceutical companies ($5 billion or more) in the world to understand the options, challenges and points of view of senior marketing and IT executives on the impact of digital strategies and capabilities on their business.
The opportunity to come together: Pharma CIOs want to, CMOs not as much
Pharma CIOs see a strong need for marketing and IT alignment and interaction—the highest of any industry group surveyed. On the flip side, pharma CMOs are among the lowest across industries to see the need.
The opportunity to align on how to unify
Pharma CMOs and CIOs have an opportunity to become more aligned on how they tackle the issue of unification. The gap in agreement on how to become more unified is more pronounced in pharmaceuticals than other industries.
The opportunity to align on Analytics, IT spend and Big Data
These areas represent the three largest gaps in alignment between pharma CIOs and CMOs.
The opportunity to align around a common technology vision
Pharma CIOs and CMOs have very different perspectives on the role of IT in marketing.
Is the lack of CMO and CIO integration hindering digital adoption in pharmaceuticals?
Less than one-third of CMOs feel very well prepared to exploit opportunities presented by digital marketing channels.
Four steps to aligning pharma CIOs and CMOs: