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Proprietary and Confidential Information
Customer-centric Innovation.Strategy & Execution
Webinar: The new emedical launch paradigm
26 April 2016
Proprietary and Confidential Information2
For 85% of all launches, the product trajectory is set in the
first 6 monthsMckinsey 2012
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Over 60% of launches shows limited differentiationFour launch archetypes
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Stro
ng
diffe
renti
ation
Mod
erat
e or
no
diffe
renti
ation
High disease burden Low disease burden
25% 15%
53% 8%
Based on a sample of 60 late-stage drugs source: McKinsey Beyond the storm, launch excellence in the new normal
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…and half of all launches do not achieve expected peak salesand half miss expectations by 50%!
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It’s a multistakeholder world…
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Patient/Patient
associations
KOL eMedical
excellenceKOL
engagement planning
Payer
Establishing value
Create awareness
PrescriberImmersive
learning and education
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Maximize speed of impact3 main objectives
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Share of voice Share of innovationShare of insights
Identify trends & visualize networks
Amplify & accelerate launch messages using multichannel
Stand out by leveraging innovative services
+ +
Continuous measurement and improvement
Proprietary and Confidential Information7
Maximize speed of impact3 main objectives
© Across Health
Share of voice Share of innovationShare of insights
Identify trends & visualize networks
Amplify & accelerate launch messages using multichannel
Stand out by leveraging innovative services
+ +
Continuous measurement and improvement
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Pre-launch digital insights
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KOLs HCPs Patients Payers
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Digital KOL Insights
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Digital advisory boards
Benefits for advisors• Flexibility of engaging at a time that is convenient
to them• Opportunity to participate in thoughtful dialogue with peers• Momentum continues after first event vs “disconnect” after live session (continued
ability to communicate and collaborate)• additional time to give more thought to their answers before they contribute to the
discussion.• No “red flag” (transparency laws in EU&US): lower incentives vs live sessions
10
83% of participating advisors preferred the experience of a virtual meeting vs. a live-only advisory meeting.
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Synchronous virtual ad boards: Concept & approach
11
Client areaHCP area
Whiteboard area
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Digital HCP insights
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Key Metrics
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>50ChannelsCovered
offline
online
Promo call DM Fax Newsletter Rep visit Rep tabllet/iPad Sample Promo SMS
Int. SC meeting Local SC meeting MSL MedEd Phase IV Educational call Service center Patient adherence
Advertisement Congress booth TV ad Medical Journal International
congress CME
KOL Colleague Prof. Association Patient Patient Assoc. Caregiver Nurse Pharmacist Hospital Health Insur Government SC Treat
Owned Promo Owned Med + Serv Paid Earned
eDetail eNewsletter Teledetailing Twitter Website
eMedEd eMSL Webcast Smart phone app
eCME Online conference tp Banners Website SC tp eNewsletter SC tp ePrescribing
Wikipedia Online Med Network Online Med Journal KOL Webinar Website pat assoc. Website prof assoc. Website health auth
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Customers are increasingly digital
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Customers are increasingly digital…or should I say: omnichannel?
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Across Health Cross-Channel Navigator Europe 2015
Chan
nel i
mpa
ct ra
ting
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Europe: big opportunity for eMedical
Across Health CrossChannel Navigator 2015 - GP© Across Health
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Digital Patient insights
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Social listeningKey uses
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Valuable InsightsUnderstand customers in
ways qualitative and quantitative research can’t
reach
Key InfluencersIdentify TA influencers
(Digital Opinion Leaders – DOL) both for HCP and
patients/carers
Potential Innovations
Needs that are unsatisfied, or that the product or TA doesn’t currently address
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Fibromyalgia
Lupus MSRLS
Hypert
ensio
n
Adjuvant B
reast
Cance
r
Diabete
s
Metasta
tic Brea
st Can
cer
Adjuvant C
olorectal
Cance
rGout
COPD
End-Stag
e Prosta
te Can
cer
Metasta
tic Colorec
tal C
ance
r
Metasta
tic Lung Can
cer
0%10%20%30%40%50%60%70%80%90%
100%
100% 95% 92% 92% 91% 90% 89% 84% 83% 79% 78% 74%59%
48%
4% 3% 6% 3% 10% 11% 16% 17% 21% 16% 26%41%
52%
1% 5% 2% 5% 6%
HCPCaregiverPatient
Patients drive online discussion
Share of Discussion Contributed by Patient/Caregiver/HCP, by Condition
SOURCE: NM Incite analysis; speaker demographics are qualitatively assessed.
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But HCPs are getting into the game too...
http://www.klick.com/health/news/blog/social/linkedin-hidden-gem-or-health-wasteland/
1 mio users!
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1% produces content
10% will vote or like the content
89% simply consumes content© Across Health
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Digital Payer insights
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Limited insights to date…but huge opportunities/threats in the “innovation” part
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Source: Blue Latitude 2011, as presented at Eyeforpharma
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But pharma is behind…even more so in medical
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How digitally advanced is your sector?
Transportation and warehousing
Information and comms techMedia
Professional servicesFinance
Wholesale tradeOil & Gas
UtlitiesChemical * Pharma
Basic goods manufacturingMining
Educate
Real estate
Retail tradeEntertainment and recreation
Health careGovernment
OVERALL
Digital spending
Digital asset st
ock
Transactions
Interactions
Business processes
Market making
Digital spending on workers
Digital capital deepening
Digitization of work
RELATIVE DIGITISATION
LOW HIGH
Adapted from Data analysis and expert interviews conducted by McKinsey 2016
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Maximize speed of impact3 main objectives
© Across Health
Share of voice Share of innovationShare of insights
Identify trends & visualize networks
Amplify & accelerate launch messages using multichannel
Stand out by leveraging innovative services
+ +
Continuous measurement and improvement
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The traditional view - sequencing
Physician endorsement
Clinical trials
Advisory boards
Trials: Prelaunch
Small KOL base
Launch: In-line
Large KOL base
Build awareness
Present trial results
Educatepeers
Refine targeting
Improve promotional
programs
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Traditional channels & customer sequencing vs cross-channel and network effects
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The network always WINS!
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Patient/Patient
associations
KOL eMedical
excellenceengagement
planning
Payer
Establishing value
Create awareness
PrescriberImmersive
learning and education
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Metcalfe’s law (1993) and launch platforms in pharma
The value of a (telecommunications) network is proportional to the square of the number of connected users (of the system) (n2)
Do
llars
($)
Devices
Value ~ N2Cost ~
N
Critical mass
crossover
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Speed is irrelevant if you’re not moving in the right direction.’
M. Gandhi
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LaunchPre-clinicalDiscovery Ph II Ph IIIPh I
Positive early-stage communications provide foundation for strategic plan
Neutral communications until the brand team is appointed (effective communications strategy is then developed from scratch)
Uncontrolled, unfocused ‘miscommunications’ have negative impact on the development of strategic plan.
Communication‘Value’
eMedical launch planning
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LaunchPre-clinicalDiscovery Ph II Ph IIIPh I
Positive early-stage communications provide foundation for strategic plan
Communication‘Value’
eMedical launch planning
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KOL engagement
Pt/Pt assoc. engagement
HCP engagement
Focus for this webinar
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4 dimensions for selecting channels
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REACH
IMPACT
COST
FEASIBILITY
5th dimension? The Medical Affairs plan – digitise existing activities
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>50ChannelsCovered
offline
online
Promo call DM Fax Newsletter Rep visit Rep tabllet/iPad Sample Promo SMS
Int. SC meeting Local SC meeting MSL MedEd Phase IV Educational call Service center Patient adherence
Advertisement Congress booth TV ad Medical Journal International
congress CME
KOL Colleague Prof. Association Patient Patient Assoc. Caregiver Nurse Pharmacist Hospital Health Insur Government SC Treat
Owned Promo Owned Med + Serv Paid Earned
eDetail eNewsletter Teledetailing Twitter Website
eMedEd eMSL Webcast Smart phone app
eCME Online conference tp Banners Website SC tp eNewsletter SC tp ePrescribing
Wikipedia Online Med Network Online Med Journal KOL Webinar Website pat assoc. Website prof assoc. Website health auth
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Content first, channels second!!
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Importance of 3d-party & earned channels is huge…
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The rise of the MSL
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• Critical at pre-launch stage • Population growing • Role is appreciated and
requested• Role is evolving• Aligned across all channels
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The impact of the MSL
MSL increased
awareness, knowledge
Prelaunch Launch Postlaunch
Unaided product activity and awareness
MSL effect
Clinical and regulatoryMSL activities
Sales and marketing
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With whom are you interested in communicating via videoconference or call center?
Major opportunity for eMSL
41 © Across Health
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But early days still…
42 © Across Health
Proprietary and Confidential Information43 Len Starnes 2016© Across Health
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Virtual attendees now outnumber physical
44 Len Starnes 2015© Across Health
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The 5-day congress is now a 365-day congress
Len Starnes 201545
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The 5-day congress is now a 365-day congress
Len Starnes 201546
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Limit of length & depth
LENGTHZERODEPTH
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The early bird catches the launch waveGoogle Trends analysis – US market only
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Xarelto Entresto
??
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The same picture…for the generic names nowGoogle Trends analysis – US market only
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Xarelto
Entresto ??
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Maximize speed of impact3 main objectives
© Across Health
Share of voice Share of innovationShare of insights
Identify trends & visualize networks
Amplify & accelerate launch messages using multichannel
Stand out by leveraging innovative services
+ +
Continuous measurement and improvement
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Find a good balance
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ExecuteEnhance
Experiment
• Dashboards• Customer
experience• Personalization• Search engine
optimization/advertising
• Social media optimization
• Mobile strategy & tactics
• Social strategy & tactics
• PHR/EHR strategy
• Innovation pilots
Upscaling of successful pilots: • enewsletter• Self-service portal• eMedical education• …
10%30%60%
Proprietary and Confidential Information© Across Health 52
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Data is the new oilBain Frontline of Healthcare survey 2015
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EXECUTIVE SUMMARY
KEYSTATISTICS
CURRENTADOPTION
KEYCHALLENGES
FUTUREOF DIGITAL
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Putting it all together in XHRs
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“In the future, only companies that use real-world data to demonstrate
superior outcomes for new drugs will generate attractive returns”
(Bain & Company 2015)
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And pharma only sees part of the data...a plan & strategic partnerships should be put in place well before launch
56 © Across Health
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Who says elephants can’t dance?
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In a matter of months, all COPD players offered a sensor-equipped inhaler
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Join us on the Healthcare Disruption Tour 2016!!•
• An amazing experience, every minute was worth it! This Tour was an eye opener, there is a before Tour and an after Tour life!
• It even surpassed my expectations and reasons why I was joining the tour.
• It was a great and enriching experience all round. The companies, your support, the locations as well the other participants.
Thoroughly enjoyed it and taking a lot of insights back to my company.
• Great how you managed to get us in front of top thinkers/actors!
NPS = 71!
www.healthcaredisruption.com/signin© Across Health
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Maximize speed of impact3 main objectives
© Across Health
Share of voice Share of innovationShare of insights
Identify trends & visualize networks
Amplify & accelerate launch messages using multichannel
Stand out by leveraging innovative services
+ +
Continuous measurement and improvement
Proprietary and Confidential Information© Across Health 61
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Putting it into perspective…the FMCG approach
63
Direct (channel-related) effects
Indirect(TA-related)
effects
Communication effects
ENGAGEMENT CONVERSION
Behavioral effects
REACH & ADVOCACY ROE (return on engagement)(COST & RETURN)
quan
titati
vequ
alita
tive
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Definition of NPS
%Promoters
0-6
7-8
9-10
Net Promoter Score (NPS)
minus
%Detractors
Extremelylikely
Extremelyunlikely
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Everything comes together in a dashboardCan also be viewed at the customer level
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Proprietary and Confidential Information66 © Across Health
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Maximize speed of impact3 main objectives
© Across Health
Share of voice Share of innovationShare of insights
Identify trends & visualize networks
Amplify & accelerate launch messages using multichannel
Stand out by leveraging innovative services
+ +
Continuous measurement and improvement
Proprietary and Confidential Information68
It’s a multistakeholder world…
© Across Health
Patient/Patient
associations
KOL eMedical
excellenceengagement
planning
Payer
Establishing value
Establish value
PrescriberImmersive
learning and education
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True multichannel isdis ruptive
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Questions?
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