the new cross-channel navigator: actionable channel metrics in oncology

12/03/2015 1Across Health Webinar

Philip Baciaz, Principal, Across Health

Beverly Smet, VP, Across Health

View recorded webinar: http://bit.ly/19c9LEe

Across Health Webinar

The New Cross-Channel Navigator:

Actionable Channel Metrics

in Oncology

http://bit.ly/19c9LEe

Across Health: Focused Fusion Consulting

2

Customer Innovation

Strategy & Execution

• 70+ strong consultancy

• Focus on innovative customer-centric

approaches (e-powering traditional

channels – “fusion”)

• Holistic approach: From strategy to

implementation & success metrics/KPIs

• Unique offering in the industry

• Global footprint (offices in 9 strategic markets)

Life Sciences Focus

• Pharmaceuticals

• Devices & Diagnostics

• Consumer Health

• Patient & Professional Associations

Your presenters today:Beverly Smet

Vice PresidentPhilip Baciaz

Principal

Across Health Webinar12/03/2015

12/03/2015 Across Health Webinar 3

Agenda

• Why resource RE-allocation is key…also

in oncology

• How the Across Health Cross-Channel

Oncology Navigator can help

• How to operationalize these data

Online is rapidly coming to the fore...while access is

going down


And this trend is reinforced by the fast influx of digital

native physicians…(AND patients)


FACT1:

digital native HCPs have

other expectations of

“digital”


FACT1:

digital native HCPs have other expectations of “digital”


http://www.a-cross.com/health/knowledge/blog/digital-native-hcps-are-largely-underwhelmed-pharmas-digital-offerings

FACT2:

Specialists are more into

digital than GPs


FACT2:

Specialists are more into digital than GPs

http://a-cross.com/health/knowledge/blog/uk-specialists-more-influenced-digital-pharma-channels-gps


FACT3:

Digital will keep moving up

in the next few years


FACT3:

Digital will keep moving up in the next few years


FACT4:

It’s not only about OWNED

channels…


Product www

Disease www

Company www

Bermuda

triangle!

FACT4: we need to move away from the VICIOUS

triangle of yesterday/today…


owned

earned

bought

…into the VIRTUOUS triangle of today/tomorrow…


So, with total budgets capped or reduced…it’s all about

resource RE-allocation


24%

51%

16%

7%

2%

Very complicated Somewhat complicated Neither complicated norsimple

Relatively simple Very simple

But that’s not an easy undertaking: for 9 out of 10

respondents, defining the optimal channel mix is not simpleAcross Health Multichannel Barometer 2014

How complex is it to define the optimal channel mix?


9%

copyright © Across Health, 2014

5%

-1%

1%

-6%

% change since

2013

Increase

Decrease

No change=

=

The day-to-day reality of digital in pharma is very tactical...



Agenda


in oncology




The Across Health

Navigator

for Oncology


Across Health Webinar 21

Scope

Oncology Navigator available

650+ oncology specialists in EU5 + US + 4 smaller EU markets

Our samples include only high quality surveys from active HCPs seeing at least 50 cancer patients per week (oncologists and hematologists)

Scope EU5 + US + 4 EU markets

Austria -

Belgium 30

Denmark -

France 75

Germany 75

Greece -

Italy 75

Netherlands 30

Russia -

Spain 75

Sweden 25

Switzerland 30

Turkey -

UK 75

US 160

Total 650

NAVIGATOR Oncology

12/03/2015


Key Metrics

12/03/2015

promo call int sc meeting ad KOL

DM local sc meet booth colleague

fax MSL TV ad prof assoc

newsletter Meded med journ patient

rep phase IV int conf pat assoc

rep (tablet/iPad) edu call CME caregiver

sample service ctr nurse

promo sms pat adherence pharmacist

hospital

health insur

government

sc treat

eDetail eMedEd eCME wikipedia

eNewsletter eMSL online conf tp online md netw

teledetailing webcast banners online med journ

twitter smartph app website sc tp KOL webinar

website eNewsletter sc tp website pat assoc

ePrescribing website prof assoc

website health aOn

line

Owned Promo Owned Med+Serv Paid Earned

Off

line


Channel Catalogue

>50ChannelsCovered

Owned-paid-earned channel segmentation

12/03/2015


Performance Maps

All values shown are illustrative only

Performance Maps display Reach and Impact for each channel.The rep channel is highlighted for comparison.Each channel type has its own color, which allows manual grouping.

Each Chart has a corresponding

table, which can be sorted and

ranked

Rep

Impact

Rea

ch

Reach metric complemented by an

analysis around frequency of usage

Grouping

12/03/2015


Equivalence Maps

All values shown are illustrative only

Impact is rescaled to allow direct comparison with the Rep (RepEq) or with a Medical Meeting (MedEq)

The graphs and tables are similar to performance maps, but the Rep is ALWAYS set at 1.00

12/03/2015


Companies: Appreciation Scores

12/03/2015


Third Party Websites / eNewsletters:Appreciation Scores

12/03/2015


Subsegmentation

If required, Across can analyze the data on a subsegment level

12/03/2015

Which % of European specialists wants to engage with

pharma through REPS only?

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

France Germany UK Italy Spain

offline (48.5%)

offline

Source: Across Health Navigator Oncology, G5 data 2014


Which % of European specialists wants to engage with

pharma through digital ONLY?

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%


digital (avg 9.8%)

digital



35% wants to engage via “multichannel”

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%


mix (avg 34.9%)

mix



The full picture…today & tomorrow

50%

OFFLINE ONLY

10% DIGITAL ONLY

35% MIX

Digital natives

Quality pharma offerings

Fieldforce reductions

Admin burden



Agenda


in oncology




How to put the Navigator data to work

• An important feature of our data is that it is highly actionable: the insights

contained in the cross-channel Navigator can be used for:


Strategic resource planning

(global, regional,local)

Tactical campaign planning and

follow-up(channel selection)

Budget and resource

optimization

Trends and evolutions across geographies and

over time

Education and training

….

12/03/2015

The German oncology market – our approach


We needed to draw up a campaign targeting oncologists,

about a third of which would not be visited

Our target was to generate 8500 rep equivalent contacts through

digital channels

Repeq/year/ Repeq/ Repeq/ Repeq/oncologist year year year

Target Target via SF Digital

Visited

Oncologists1000 4 10 10000 4000 6000

Non-visited

oncologists500 0 5 2500 0 2500

Totals 1500 12500 4000 8500

Number of

visits

tbd tbd

SegmentTotal size

segment

Behavioural

objective(s)

Messages /

content /

service



Step 1: we identified a number of key channels around which

we would build the campaign, and aligned our Navigator data

with these key channels



Step 2: a first rough channel mix outline provides a first stab

at the desired number of rep equivalent contacts



Step 3: aligning channel data with cost estimates then

completes the framework. We now have an idea of total

budget and cost per repeq contact



Step 4: scenario building is now

easy: the marketing team can tweak

campaign frequency and readily

assess the impact on overall digital

budget and cost per repeq contact. It

is also possible to add/remove

channels to/from the mix….

This then leads to a coherent multichannel

plan…ready for execution & impact tracking!


"The Cross-Channel Navigator provides a customer-centric

approach to selecting the right channels for the right countries.

That is because the impact and reach measurements you get

per channel come right from the voice of the customer -

through a strong market research-based methodology. The

Navigator is one strong part of the decision-making mix, of

course along with a strong multichannel strategy and real-world

experience of what works”.

Director Commercial Excellence Europe,

top 10 pharma company



Beyond oncology…

Our samples include only high quality surveys from active HCPs seeing at least 50 patients per week

For key geographies, recent data are available in cardiology,

psychiatry, pulmonology, internal medicine, etc

12/03/2015

Feel free to contact us!


Thank You!View recorded webinar: http://bit.ly/19c9LEe


DISCLAIMER:

Current presentation is confidential. All proposed

concepts and ideas presented here are intellectual

property of Across Health, and are to be used in

collaboration with Across Health.

the new cross-channel navigator: actionable channel metrics in oncology

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