110405 e biz_resultspres_v4_short_jc

eBusiness SurveyEMEA 2011

01-05-2023 Across Health eBusiness Survey EMEA 2011 2

Executive summary

“It’s not about being digital anymore, it’s now about being clever with digital.”

Peter Hinssen

eBusiness survey EMEA 2011

• eBusiness satisfaction is still very low and respondents feel more and more behind towards HCPs

• Digital activities are mostly non-integrated

• eBusiness strategies seem to have become better and internal knowledge is now more of an issue; regulatory or legal issues complete the top 3 of main bottlenecks

• Digital budgets are low, but on the rise

• eMarketing, eMedical and eSales are the top value generators

• Lots of work remains in CRM integration

01-05-2023 eBusiness Survey EMEA 2011 3

eBusiness survey at a glance

• Completed by valid participants

• Between Feb – Mar 2011• Across life sciences

Pharma, medical devices, biotech or generics companies

• Across functionsMarketing, medical, sales,

eBusiness/digital, IT, CRM, other

• Across geographic scopesGlobal, regional/EMEA, local

• Across EMEAAE, AT, BE, BU, CH, DK, ES, FI,

FR, GE, GR, HU, IE, IL, IT, LT, NL, NO, PL, PT, RO, RU, SI, SE, TR, UK

196

Most respondents from traditional pharma

0,5%

2%

5%

6%

87%

OTC company

Generics company

Biotechnology company

Medical devices company

Pharmaceutical company


Participants’ profile

• Good representation of all levels, with exception of the most senior functions

• Predominantly top-10 company stakeholders joined the survey

Local43%

EMEA/ International

23%

Global34%

Leading company

60%

Medium-sized

company 26%

Small company

13%

Start-up company

1%

Reporting to manager

21%

Manager49%

Director26%

VP or higher

4%


Functional spread• Marketing and eBusiness

represent 65% of all answers• 3 major segments can be

defined: • Sales, Marketing and Medical• eBiz• CRM, IT

Marketing44%

Medical3%

Sales8%

eBusiness/Digital21%

CRM5%

IT9%

Other11%


Country / Location

0,5%0,5%0,5%0,5%0,5%

1%1%1%1%1%1%1%2%2%

3%3%3%

5%6%7%

8%11%

16%26%

0% 5% 10% 15% 20% 25% 30%

BulgariaIsrael

LithuaniaNorway

SpainAustriaFinland

HungaryIreland

PortugalRomaniaSlovenia

PolandSweden

TurkeyGreece

SwitzerlandDenmark

ItalyGermany

FranceU.K. and Northern Ireland

NetherlandsBelgium


eBiz survey topics• Current adoption of eBusiness

• eBiz satisfaction• Benchmarking against competitors and other industries• Most common eTactics

• Key challenges• Bottlenecks• eBusiness understanding & processes• ROI measurement

• The future looks bright?• eBusiness integration & budgets• eTools & new stakeholders

• CRM mini survey

Analysis by segment covered in this presentation Global & Regional – Local Sa/Ma/Me – IT/CRM – eBiz 2009 – 2010 – 2011 results


Still only

12% are satisfied with their current eBusiness activities

eBiz satisfactionOn a scale from 0 to 5, how satisfied are you with

your current eBusiness activities?

2%

18%

34% 34%

11%

1%

Total EMEA

0 1 2 3 4 5

ExtremelySatisfied

ExtremelyDissatisfied

Average score 2,4


The overall optimism keeps following the same downward trend as last year, while more companies rank themselves in the peloton

How would you rank your company versus your competitors in using eBusiness marketing initiatives targeted at healthcare professionals?

2009 2010 20110%

10%

20%

30%

40%

50%

25%

17%13%

1% 2% 2%

No opinion Far behind Behind Average Ahead Far ahead

26%19%

15%


HCP vs competition


Optimism around eBusiness towards consumers follows an upward trend and reaches the level of HCP eBusiness

Consumer vs competition

How would you rank your company versus your competitors in using eBusiness marketing initiatives targeted at consumers/patients?

2009 2010 20110%

10%

20%

30%

40%

3% 4%7%

23%

14% 13%

32%36%

33%32% 31% 30%

8%

13%15%

1% 2% 2%


9%

15% 17%


More feel they are ahead in using eBusiness towards consumers/patients, though also more feel behind than for HCPs

7%13%

26%

39%

13%

2%

EMEA

7%13%

33% 30%

15%

2%

EMEA

17%15%39% 46%

Consumer vs competitionHCP vs competition

How would you rank your company versus your competitors in using eBusiness marketing initiatives targeted at consumers/patients?


How would you rank your company versus leading other industriesin optimally leveraging the internet?

Over the years the optimism slowly grows

2009 2010 20110%

10%

20%

30%

40%

50%

4% 3% 3%

33% 31% 31%33%

41%36%

24%

15% 17%

6%8%

12%

0% 1% 1%


6%9%

13%

eBusiness vs other industries


As last years the most popular eTools and tactics are not the integrated approaches

eMSL

Mobile marketing

eRep

Online advisory board

Social media

Online eDetailing

eCME

Table eDetailing

SEA

OnlineMedEd

Online slide library

HCP self-service portal

SEO

Web banners

Online market research

Web analytics

Web conference

eMail marketing

Disease website

Product website

Company website

8%

9%

12%

12%

13%

15%

28%

33%

34%

34%

35%

36%

39%

44%

44%

45%

50%

54%

65%

67%

83%

23%44%

31%27%

31%34%

26%39%

23%32%

19%29%24%

24%29%

21%24%

24%16%

17%10%

59%

45%

52%

55%

53%

44%

37%

23%

33%

31%

40%

30%

27%

24%

21%

29%

22%

17%

16%

13%

5%

10%

3%

6%

7%

3%

6%

9%

5%

11%

4%

6%

5%

10%

7%

6%

5%

4%

5%

3%

2%

2%

Often / Standard practice (3&4) Pilot planned or ongoing (2) Never (1)Do not know (0)


No significant increases in experience between 2010 and 2011, except for mobile marketing and tablet detailing

Avg score EMEA 2,1 2,1 2,2 2,2

eMSL

Online advisory board

eRep

Social media

Mobile marketing

Online eDetailing

eCME

SEA

Online slide library

OnlineMedEd

SEO

Tablet eDetailing

HCP self-service portal

Web banners

Online market research

Web analytics

Web conference

eMail marketing

Disease website

Product website

Company website

1.31.51.51.61.61.71.81.91.92.12.12.22.22.22.32.32.42.5

2.82.9

3.4

2011 2010 2009

2,9 3,4 3,3

2,7 3,0 2,9

2,7 2,9 2,7

2,6 2,5 2,4

2,5 2,2 2,4

2,3 2,3 2,6

2,3 2,4 2,4

2,3 2,2 2,2

2,1 2,2 2,1

2,1 1,7 1,8

2,1 2,2 2,1

2,2 2,2 2,3

2,1 1,9 NA

2,0 2,0 2,0

1,9 2,0 NA

1,7 1,9 2,0

1,7 1,3 1,6

1,6 1,5 1,6

1,6 1,4 1,6

1,5 1,4 NA

1,4 1,2 NA

53%find it

challenging to extremely

challenging to adopt digital

eBiz challengeOn a scale from 0 to 5, how challenging is it to adopt

digital activities in your organization?

1%

6%

14%

27%

44%

9%

0 1 2 3 4 5

Not at all challenging

Extremelychallenging



Regulatory, strategy and internal knowledge are the three main bottlenecks for eBusiness within organizations

No expert agencies with pharma background available

Other

Customers are not ready

No senior management support

No budget

Pharmacovigilance issues (adverse event reporting etc)

N/A

No headcount to support this

ROI questions

Healthcare compliance concerns

Not enough internal knowledge in this area

No clear eBusiness strategy

Regulatory or legal issues

0% 10% 20% 30% 40% 50% 60%

3%

4%

3%

7%

6%

11%

10%

6%

11%

14%

11%

4%

5%

3%

4%

5%

12%

8%

8%

19%

28%

4%

3%

4%

7%

5%

6%

13%

14%

11%

12%

17%

Most important Second most important Third most important


Strategies became significantly better in the past year and internal knowledge on eBusiness is now more of an issue


Other

No budget



N/A





ROI questions



5%

5%

8%

8%

12%

19%

28%

Most important

2011 2010 2009

28% 27% 21%

19% 24% 25%

12% 14% 14%

8% 9% 8%

8% 4% 5%


Other

No budget



N/A





ROI questions



5%

5%

8%

8%

12%

19%

28%

Most important


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

Digital marketing budgets are still low compared to other industries and relatively lower even on the global level

EMEA

13%

22%19%

30%

16%Do not knowNo product budget responsibil-ityLess than 5%

Global Local0%

20%

40%

60%

80%

100%

14% 11%

26%17%

25%

12%

22%40%

13% 20% More than 10%Between 5 and 10%Less than 5%No product budget responsibil-ity


Decrease (> 25%)

Decrease (1-24%)

No change

Increase (1-20%)

Increase (21-50%)

Increase (50-100%)

Increase (> 100%)

4%

33%

39%

21%

3%0% 0%1%

4%

17%

58%

14%

4%1%

OverallDigital

How do you think your overall marketing budget and digital budget will evolve?

Digital budgets will greatly increase while the overall budget will slightly decrease


Global Local0%

20%

40%

60%

80%

100%

90% 91%

10% 9%

How are you planning to fund the increase in digital spending?

The digital budget increase is funded at both global and local level by shifting money away from the traditional marketing budget

91%

9%

We will increase digital budget by shifting money away from the traditional marketing budget

We will increase digital budget but will not shift money away from the traditional marketing budget


From which of the following traditional channels will you shift money away to digital. Please select the most important channel from which you would shift

money away, as well as the second and third most important channel.

This budget shift is mostly at the expense of advertising, direct mail and the primary care sales force

Public relations

Medical education

Newsletter

Other

Specialist salesforce

Primary care salesforce

Direct mail

Advertising

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

3%

6%

6%

10%

16%

6%

26%

26%

3%

6%

10%

16%

3%

13%

23%

26%

13%

19%

26%

13%

29%

Most important Second most important Third most important


eMarketing, eMedical and eSales are the top 3 value generators for eBusiness

In which areas do you believe that eBusiness could generate the highest value to you and your customers?

Other

e-R&D initiatives

e-Medical initiatives

Health Economics

Market access

e-PR initiatives

e-Sales initiatives

e-Medical education initiatives

e-Marketing initiatives

0% 20% 40% 60% 80% 100%

8%

10%

15%

19%

25%

15%

8%

15%

19%

17%

31%

27%

25%

38%

Highest value Second highest Third highest


Who are the main customer groups that you target using digital channels today?

Specialists and GPs remain top 3 target groups for digital communication, and its use for KOLs has significantly increased

Other

Payers/Policy makers/Health authorities

Patient associations

Hospitals

Nurses & caregivers

Pharmacists

Patients & consumers

General practitioners

Key opinion leaders

Specialists

0% 20% 40% 60% 80% 100%

5%

7%

7%

8%

14%

21%

15%

15%

6%

6%

11%

15%

23%

36%

7%

23%

14%

49%

First Second Third

from 35 to 52 %


Which main customer groups will you be targeting most through digital channels BY THE END OF 2012?

The outlook for the near future is quite similar, with the exception of a large increase for digital channel use towards payers

Other

Patient associations

Hospitals

Payers/Policy makers/Health authorities

Nurses & caregivers

Pharmacists

Patients & consumers

Key opinion leaders

General practitioners

Specialists

0% 20% 40% 60% 80% 100%

2%

4%

4%

7%

14%

19%

16%

33%

5%

6%

10%

11%

10%

17%

15%

12%

13%

12%

15%

20%

43%

First Second Third

from 7 to 16 %

25% is locking web initiatives into the CRM system, 10% is working on it and 30% is planning to do this in the near future

Are your web initiatives integrated into yourCRM system to ensure a 360° view of your customers?


EMEA

5%

31% 29%

10%

21%

4%

Do not know Not at allNot yet, but we have plans to do this Project underwayBasic integration in place Sophisticated integration in place

25%

CRM integration


How do you define your marketing mix?

Only 26% rely on an actual framework around marketing mix, while another 37% have at least some foundation for their decisions

EMEA

2%

13% 14%

23%26%

16%

6%

Based on econometric modeling Based on last year's budget

Based on customer feedback Based on market research

Based on a conceptual framework on marketing mix Based on experience/gut feeling

Other

37%

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