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01 02 03 04 05 KEY SURVEY
STATISTICS
EXECUTIVE
SUMMARY
ADOPTION OF
MULTICHANNEL
KEY
CHALLENGES
FUTURE OF
DIGITAL LIFE
SCIENCES
June 6, 2014
From fission to fusion:
Multichannel transformation in pharma
27/06/2014 2
Across Health: Focused Fusion Consulting
Customer Innovation
Strategy & Execution
• 60+ 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
Online is rapidly coming to the fore
27/06/2014 3
Are you ready for the digital native physicians
in Europe?
27-6-2014 4
27/06/2014 5
Current adoption
of multichannel After the website trap…the app trap…
6/27/2014 Across Health 6
The digital advantage – Capgemini 2013
Digital maturity by industry
The digital advantage – Capgemini 2013
Digital maturity by industry
Formula for change
6/27/2014 © Across Health 9
6/27/2014 © Across Health 10
Are all 4 criteria met in pharma?
• Need for change
• “Long fuse”
• Have to change vs want to change?
• Clear vision & goals
• Companywide strategy, vision & objectives?
• Capability to change
• Skils?
• Resources (HR & budget)?
• Cross-channel mix optimization methodology?
• Concrete first steps
• Consistent measurement
• Visible results?
Current adoption
of multichannel But the burning platform is heating up...
27/06/2014 Across Health Multichannel Barometer 2014 11
Current adoption
of multichannel
38%
43%
29%
44%
41%
47%
19%
16%
24%
Europe
US
Emerging
Dissatisfied Neutral Satisfied
Under 20% are satisfied
27/06/2014 Across Health Multichannel Barometer 2014 12
On a scale from 0 to 5, how satisfied are you with your current digital activities?
copyright © Across Health, 2014
Emerging: Brazil, China, Colombia, Hungary, Mexico, Poland, Russian Federation,
South Africa, Turkey, Uruguay
27/06/2014 Across Health Multichannel Barometer 2014 13
Table of contents
• Current adoption of multichannel
• Strategy
• Internal expertise & support
• Most common eTactics
• Key challenges
• The future of digital in life sciences
• Digital marketing, sales & medical budgets
• Measurement & customer intelligence
27/06/2014 Across Health Multichannel Barometer 2014 14
Multichannel barometer
• 302 life sciences leaders completed the Barometer, making it the
largest of its kind
• Industry spread
• Pharma & Biotechnology, OTC, Medical
Devices, other (e.g. nutrition, diagnostics)
• Geographic spread
• Europe
• US
• Emerging
302 RESPONDENTS
FROM 100 LIFE SCIENCE
COMPANIES COMPLETED
THE ONLINE SURVEY
BETWEEN FEB. 25 AND
APRIL 3, 2014
27/06/2014 Across Health Multichannel Barometer 2014 15
Are you multichannel-ready?
27/06/2014 Across Health Multichannel Barometer 2014 16
Current adoption
of multichannel
20%
56%
24%
We have one, but its validity isquestioned
We have one, but it is notimplemented with rigour
We have one, and it is wellexecuted
Less than 13% have a well-executed
companywide digital strategy
27/06/2014 Across Health Multichannel Barometer 2014 17
Do you have a company-wide digital strategy in place (i.e. across all brands & functions)?
copyright © Across Health, 2014
57% 41%
2
No
No need
Yes
Current adoption
of multichannel Internal expertise is low & not
advancing
27/06/2014 Across Health Multichannel Barometer 2014 18
Do you feel that you have sufficient knowledge of all opportunities
offered by the internet for your business activities?
Note: 2009-2011 data EMEA only
4%
4%
2%
1%
2%
4%
24%
20%
24%
18%
16%
21%
27%
31%
42%
44%
36%
38%
31%
34%
21%
30%
34%
25%
14%
10%
10%
8%
12%
12%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2009
2010
2011
2012
2013
2014
Totally insufficient
Insufficient
Between sufficient and insufficient
Sufficient
More than sufficient (expert)
copyright © Across Health, 2014
Current adoption
of multichannel
21%
39% 40%
Yes, just being created Yes, but the impact is low Yes, and it is highly effective
Less than 30% have an effective local digital
team (less than 15% for international teams)
27.06.2014 Across Health Multichannel Barometer 2014 19
Do you have a central digital team at the LOCAL level?
copyright © Across Health, 2014
67%
29%
4%
No
Yes
Don’t know Not sure
Current adoption
of multichannel Mismatch between adoption of
channels and their perceived impact
27/06/2014 Across Health Multichannel Barometer 2014 20
• Integrated cross-channel
• Patient adherence tools
• e-MSL
• Remote patient monitoring
• Web conf/virtual meeting
• Online MedEd
• SEO
• HCP self-service portal
• Mobile MKT
• SEA
Adoption****
Pe
rce
ive
d im
pac
t***
10
0
0% 100% copyright © Across Health, 2014
Impact scale from 0 (not impactful) to 10 (very impactful)
*Company, product, or disease website. **electronic or personal health record.
*** Weighted Impact score based on results from previous question “How impactful do you feel these channels are?”
**** Adoption is based on % of respondents who answered (Standard practice) to “How often do you use the following multichannel
Marketing tools TODAY?”
• Tablet eDetailing
• Pharma-owned website*
• Email MKT
• Web Banners • Direct MKT
4
• e/PHR
• e-sampling
• automation
• ePrescribing
• Quantified self
• Call centre
• Social media MKT
• Virtual eDetailing
• SM monitoring
• eRep
• Mobile Ad
6
30% 60%
Global
27/06/2014 Across Health Multichannel Barometer 2014 21
Key challenges
6%
14%
16%
19%
28%
40%
51%
52%
61%
No expert agencies with pharma background available
Customers are not ready
No budget
No headcount to support this
No senior management support
Not enough internal knowledge in this area
No clear eBusiness strategy
ROI questions
Regulatory or legal issues
ROI, strategy and internal knowledge are
rising…even lack of senior support…
27/06/2014 Across Health Multichannel Barometer 2014 22
% of respondents indicating main bottlenecks for digital in their organization.
* 2013 and 2014 data has been adjusted for comparability to previous years
copyright © Across Health, 2014
% change since
2010
High increase
Low increase
Decrease
-2%
5%
1%
-2%
10%
15%
6%
11%
4%
27/06/2014 Across Health Multichannel Barometer 2014 23
The future of digital
in life sciences
2%
32%
51%
11%
4%
We do not see the need forcollecting or using customer
data
We are not collecting usefulcustomer data yet, but we
should
We have started doing someanalysis on our multichannel
customer data
We have alreadyimplemented some robust
customer analyticsframeworks
We leverage this dataconsistently
More than 4 out 5 have not implemented customer
intelligence for cross-channel/closed-loop marketing
27/06/2014 Across Health Multichannel Barometer 2014 24
Do you leverage customer data from your cross-channel initiatives for
advanced customer analytics and closed-loop marketing?
15%
copyright © Across Health, 2014
% change since
2013
Increase
Decrease
2%
-2%
-2%
3%
-2%
Human intelligence vs artificial intelligence
25
Rep
100-200 customers
Marketing automation
10,000-20,000+ customers
The future of digital
in life sciences
24%
51%
16%
7%
2%
Very complicated Somewhat complicated Neither complicated norsimple
Relatively simple Very simple
For 9 out of 10 respondents, defining the
optimal channel mix is not simple
27/06/2014 Across Health Multichannel Barometer 2014 26
How complex is it to define the optimal channel mix*?
9%
*Allocating the right amount of budget to digital versus offline channels.
copyright © Across Health, 2014
5%
-1%
1%
-6%
% change since
2013
Increase
Decrease
No change =
=
Emerging: Brazil, China, Colombia, Hungary, Mexico, Poland,
Russian Federation, South Africa, Turkey, Uruguay
Key challenges Multichannel budgets plateau since
2012…increasing distance vs other industries
27/06/2014 Across Health Multichannel Barometer 2014 27
If you oversee a marketing budget, which percentage
of it is allocated to digital initiatives THIS YEAR?
copyright © Across Health, 2014 0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
2010 2011 2012 2013 2014
Average
5%
Average
8%
Average
15%
Average
16% Average
15.6%
01 02 03 04 05 KEY SURVEY
STATISTICS
EXECUTIVE
SUMMARY
ADOPTION OF
MULTICHANNEL
KEY
CHALLENGES
FUTURE OF
DIGITAL LIFE
SCIENCES
Wrap up
Multichannel can increase HCP coverage at no extra cost
THE pharma CHANNEL LANDSCAPE IN BELGIUM (GPs, 2013)
Third-party
medical websites
THE CUSTOMER IS READY…BUT IS PHARMA READY
TO MEET HIS EXPECTATIONS OR
JUST KEEPS THE STATUS-QUO?
Pharma
website
Source: Across Health GP CrossChannel Navigator 2013 (Belgium- 80 GPs)
6/27/2014 31
Where have we been....and what’s next?
The age of the customer
is coming...
Time for a total makeover of the channel mix
6/27/2014 34 Across Health, Cross-channel excellence
Marketers are from Venus and Sales people are from Mars…
6/27/2014 Across Health 35
… and Medical
comes from…?
Fission…
6/27/2014 Across Health 36
…versus Fusion
6/27/2014 Across Health 37
Fission versus Fusion
6/27/2014 Across Health 38
The future of digital
in life sciences Ebusiness maturity model -
Forrester
True Multichannel is
DISRUPTIVE
LEARN
TO KILL
QUICKLY
The biggest risk
You can take
is NOT taking one
01 02 03 04 05 KEY SURVEY
STATISTICS
EXECUTIVE
SUMMARY
ADOPTION OF
MULTICHANNEL
KEY
CHALLENGES
FUTURE OF
DIGITAL LIFE
SCIENCES
Thank you!
Find us at
www.a-cross.com/health
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