webinar - multichannel maturometer 2017 results: key global trends

20/07/2017Proprietary and Confidential Information© Across Health 1

MTM 2017 results: Key global trendsAcross Health Webinar

20 July 2017


Ground rules• This webinar will take around 40 minutes, followed by questions

• You can submit questions at any time via the “Ask a question” tab. Questions will be answered at the end of the webinar.

• Some polls will be activated during the webinar. You can access them via the “Vote” tab.

• Please give us your feedback!

• Rate the seminar (“Rate this” tab)

• If you would like to have a follow up discussion on any of the concepts we discussed, please complete the short survey in “Attachments” tab.

• The webinar will be recorded and made available immediately after this session on both the BrightTalkplatform and our dedicated website page: http://www.a-cross.com/health/events/multichannel-maturometer-2017-results

http://www.a-cross.com/health/events/multichannel-maturometer-2017-results


Team of 50+ consultants

Projects for 30+ pharma groups

Offices in 7 markets, projects in over 10

45+% in customer insight and strategy

Channel affinity of 15,000+ HCPs, patients

and payers (Navigator)

20+% revenue CAGR since 2008

NPS = 46Across HealthKey numbers

2017

Proprietary and Confidential Information

01

4

Key survey statistics

© Across Health


01 Key Survey Statistics

© Across Health 5

Key survey statistics

• 256 respondents from life sciences (no agencies/consultancies)

• 96% from pharma/biotech; 2% Medtech: 3% OTC & Other

• 48% from Europe

• 47% national scope; 53% int/global

• 35% Digital/Multichannel, 25% Marketing, 10% CRM, 9% Sales

• 48% (senior) manager level; 43% director or C-level

• A variety of TAs: 17% across all areas, 14% Oncology, 8% Neurology….


Do you think the pace of digital transformation has accelerated vs last year?

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1. It has markedly decreased

2. It has decreased a bit

3. It is at about the same level

4. It is a bit faster now

5. It is much faster now



Digital transformation is moving slowly globally (perceived as slower than 2016) – with more than half (57%) of respondents thinking it is (very) slow

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How would you rate the pace of implementation of digital transformation in your organization?

n=256 (Global);221 (Europe); 45 (US)

2

2

2

16%

14%

14%

24%

26%

28%

49%

46%

44%

9%

13%

13%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

US

Europe

Global

Very fast Fast About right Slow Very Slow



What do you think is the biggest digital challenge for pharma?

© Across Health 8 Proprietary and Confidential Information

1. Clearly defining the business case for digital: the upside (opportunities) & threats (downside)

2. Having a strong digital transformation vision and strategy

3. Having the right enablers in place (technology, resources, processes)

4. Getting robust evidence/ROI that digital customer engagement works


These 4 areas all need to be addressed to ensure a successful & high-paced digital transformation



And how about pharma? Increased spend does not lead to higher satisfaction…what’s the issue(s)?



02

11

Strategy & Organization

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02 Strategy &Organization

Only a quarter of respondents have a strong digital vision & strategy, but boards are getting more firmly behind digitalRespondents who ‘completely agree’ about board support up 12% from 2016

n=221European Scope

Please rate your level of agreement with each of the following statements based on the scale below

6%

29%

24%

40%

35%

51%

45%

28%

18%

9%

9%

7%

Staff well-trained in digital

Strong digital/MC team with board support

Strong digital transformation vision & strategy

Completely agree Somewhat agree Somewhat disagree Completely disagree

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While advanced knowledge of digital may be at an all time high –‘sufficient’ knowledge is down vs. 2016

10%

10%

8%

12%

12%

6%

11%

14%

34%

21%

30%

34%

25%

28%

36%

30%

31%

42%

44%

36%

38%

39%

33%

36%

20%

24%

18%

16%

21%

25%

17%

17%

4%

2

1

2

4%

3%

3%

3%

2010

2011

2012

2013

2014

2015

2016

2017

More than sufficient (expert) Sufficient Between sufficient and insufficient Insufficient Totally insufficient

n=256Global Scope

Do you feel that you have sufficient knowledge of all opportunities offered by the internet for your business activities?

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4%

5%

6%

8%

9%

14%

15%

16%

18%

No expert agencies with multichannel pharma background…

Customers are not ready

No senior management support

No budget

No headcount to support this

No clear digital strategy

ROI questions

Not enough internal knowledge

Regulatory / legal / Healthcare compliance issues -0.9%

-1.1%

5.7%

3.2%

2.1%

2.9%

1.4%

1.1%

1.7%

High Increase

Low Increase

Decrease

% Change since 2011

n=237Global Scope

Lack of internal knowledge, ROI questions and budget availability see biggest increases vs. 2011 – MLR and digital strategy show decreases

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Please allocate 100 points over these potential bottlenecks for digital in your organization (highest number = biggest hurdle)



Most companies have a central global digital team in place, but the impact of this is questioned as much now as in 2014

18%

57%

25%

Yes, and it ishighly effective

Yes, but theimpact is low

Yes, just beingcreated

n=256

Global Scope

82%

14%

Yes No Don't know

Do you have a central digital team at the INTERNATIONAL level?

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International digital teams are on the bigger side…

n=210

Global Scope

3%

17%

30%

15%

36%

1 person 2-3 staff 4-6 staff 7-10 staff over 10 staff

How big is your INTERNATIONAL digital team?

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While there are fewer central digital teams locally, they are considered to be (significantly) more impactful

30%

41%

29%




Do you have a central digital team at the LOCAL level?

71%

25%

4%

Yes No Don't know

n=256

Global Scope

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Local dedicated digital teams still on the small side…

n=182

Global Scope

30%31%

25%

8%6%

1 person 2-3 staff 4-6 staff 7-10 staff over 10 staff

How big is your LOCAL digital team?

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Since 2016, more Healthcare Innovation teams have been established – but they are perceived to be less impactful overall

15%

61%

24%




Do you have a Healthcare Innovation team (digital health, beyond the pill, …) at the INTERNATIONAL level?

60%25%

15%

Yes No Don't know

n=256

Global Scope

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International patient engagement teams are also becoming more common, but the perceived impact is low

25%

54%

21%




Do you have a Patient Engagement team at the INTERNATIONAL level?

49%

34%

17%

Yes No Don't know n=256

Global Scope

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03

21

Business Processes & Technology

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03 Business Processes& Technology

n=221European Scope

2%

8%

17%

24%

31%

51%

43%

47%

23%

30%

14%

9%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

MC campaign automation

Robust process for channel mix

Digital/MC team integrated with Business/IT


Digital teams are (slowly) being more integrated over time – but channel mix processes and campaign automation are still quite immature

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What do you think about digital marketing spendings allocated to digital activities in 2017 compared to the last years?


1. The digital marketing spendings are increasing

2. The digital marketing spendings are slightly increasing

3. The digital marketing spendings remain stagnant

4. The digital marketing spendings are decreasing


03 Business Processes& Technology

A brisk 20% increase in digital marketing budgets ends a 5-year flatliner for Europe

0,0%

2,0%

4,0%

6,0%

8,0%

10,0%

12,0%

14,0%

16,0%

18,0%

20,0%

2011 2012 2013 2014 2015 2016 2017

Average8%

Average15%

Average16%

Average15.6%

Average15.1%

Average15.7%

Average18.9%

n=163European Scope

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If you oversee a product or marketing budget, which percentage of MARKETING budget is allocated to digital initiatives THIS YEAR?


04

25

Multichannel Integration

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04 MultichannelIntegration

26%

7%

14%

45%

30%

37%

18%

38%

27%

11%

25%

22%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Reps equipped with digital tools beyond edetail

Good view of HCP channel acceptance

Integrated customer Db across channels


n=221European Scope

The ‘multichannel rep’ continues to be the only channel integration component in which knowledge is growing….

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04 MultichannelIntegration

34%

37%

43%

43%

49%

50%

56%

62%

73%

84%

HCP self-service portal

SEO

Web conference or virtual meeting

Online medical education

Approved email**

Web Banners

Direct marketing**

Email marketing

Pharma-owned website*

Tablet eDetailing

Of the tactics which we have surveyed since 2012, tablet detailing is the only real climber…and approved email is already in 6th position the first time it is included!

European Scope

* Company, product or disease websites

-1

-1

-2

+3

-5

-1

-1

** Not measured in 2012

-1

Changes in rank since 2012

Increase

Slight decrease

Big decrease

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05 Measurement

n=221European Scope

13%

9%

17%

40%

47%

46%

32%

30%

24%

15%

15%

13%

Good mix qualitative & quantitative KPIs

Measure hcp engagement

Measure results of all channels


Under 20% of European respondents are very comfortable with measuring impact – and measuring HCP engagement is at a three-year low

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06 Conclusions

n=256 (2017), 275 (2016)Global Scope

MLR continues to be the #1 perceived bottleneck, but lack of knowledge and ROI issues are close seconds; effectiveness of local and particularly global digital teams perceived as low and speed of digital transformation too

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Positive change

Neutral

Negative change

Changes since 2016


06 Conclusions

0%

10%

20%

30%

40%

50%

60%

2010 2011 2012 2013 2014 2015 2016 2017

Dissatisfied

Neutral

Satisfied

n=256Global Scope

Satisfaction rates dropped in 2014 – and haven’t really grown since

© Across Health 33

On a scale from 0 to 5, how satisfied are you with your current digital/multichannel activities?


06 Conclusions

4%

7%

5%

4%

6%

9%

11%

14%

16%

26%

2%

6%

6%

6%

7%

8%

11%

13%

18%

23%

2%

6%

7%

7%

7%

7%

11%

13%

18%

23%

Healthcare disruption

Big data and artificial intelligence

Maximizing the opportunities of digital health

Developing a strong integrated emedical offering

Moving from HCP-centricity to patient-centricity

Getting robust insights of the omnichannel ecosystem

Upskilling the organization

Moving from product-centricity to customer-centricity

Transforming the fieldforce to multichannel reps

Defining & optimizing the customer journey across multiple touchpoints

Global Europe US

What are the future focus areas? Customer focus, MCM rep and upskilling… health tech gets little focus

Please indicate the importance of these topics to your organization in the next 2 years. Please distribute 100 points over the most important ones

n=256 (Global);221 (Europe); 45 (US)

© Across Health 34


06 Conclusions Want to know more?

Run your own “Internal Maturometer”

Assess the following 4 key areas to measure the digital maturity of your organization!

Measurement

Develop a compelling business case and measure impact relentlessly with a

balanced mix of qualitative and quantitative KPIs

People, Strategy& Organisation

Set a clear digital vision and strategy, design an effective organizational structure and

boost your skillset.

Business Processes& Technology

Develop key customer-centric cross-departmental

processes supported by agile & fit-for-purpose

technologies

Multichannel Integration

Optimize your channel mix decision-making process

and integrate your omnichannel execution.

• Full analysis of the results (around 50 slides)

• For each of the 4 topics assessed, a benchmark with the industry (at regional & global level)

• Raw data for reference & further analysis (upon request)

For more details and quote contact [email protected]

© Across Health 36

mailto:[email protected]


06 Conclusions And if you want to enhance your (team’s) digital expertise: buy the bestselling evidence-based multichannel handbook!

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Full of actionable insights and clear guidelines, this book will tell you everything you need to know to boost and direct your company’s customer engagement.

© Across Health 37

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Over 1000 copies

sold




06 Conclusions

© Across Health 38

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5+ guides available

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Thank you!