Navigator Lens and Landscape

03/05/2023Proprietary and Confidential Information© Across Health 1

Across Health WebinarNavigator Landscape & Navigator Lens

December 13, 2016http://www.a-cross.com

Fonny Schenck, CEOPhilip Baciaz, VP Customer Insights

http://www.a-cross.com/


Ground Rules

1. The webinar will take around 45 minutes, followed by questions

2. You can submit questions at any time via the “Question” button• to return to the presentation, press the “close” box in the top right corner• you cannot ask “live” questions

3. Please give us your feedback!1. Rate the seminar2. Answer the short survey (in the “Attachments” section) to request a follow-up discussion

on some of the concepts that were discussed during the webinar

4. The webinar will be recorded and made available immediately after this session on the Brighttalk platform


Multichannel has been around forever…


The Siamese twin for MCM leadership


Navigator Landscape: ZOOM OUT

Metrics Channels


Thanks to the MCQ model…you can WEIGH channels…compare apples with apples

…50+ channelsBut HOW to compare?

MCQ(MultiChanneleQuivalence)

Big/medium/small applesBut all APPLES


0.30 0.40 0.50 0.60 0.70 0.80 0.90 1.00 1.10 1.20 1.30 1.40 1.50 1.60 1.70 1.80 1.90 2.000%

10%

20%

30%

40%

50%

60%

70%

80%

7.0%

3.0%

41.0%

26.0%

9.5%7.5%

21.0%

16.0%

24.0%

32.0%

81.0%

73.0%

15.0%

21.0%18.0%

7.0%

16.0%

29.0%

41.0%

26.0%

34.0%

46.0%

58.0%

23.0%

MCQ Promo

Reac

h %

Navigator Landscape - MCQ


SOV QOVQuantity Quality

Right messageRight channelRight customerRight time…

Future direction of MCM…Moving from Volume to Customer Value


Metrics

Navigator Lens: ZOOM IN

Channels


Navigator Lens Actionability: the 4cs

• What is best done when?

• Who is leading? Who is lagging? By channel & overall?

• What works well, and how to further improve it?

• What are key future digital trends to start taking into account?

Connected Health Content

ContextCompany Scores


PROMO

• Sales Rep

• Teledetailing

• Rep Tablet

• eMail Rep

• Pharma Website

• Pharma Apps

MEDICAL

• Scientific Publications

• Scientific Meetings

• International Medical Congresses

• eMeded

• MSL

• eMSL

• Webcasts

• Online MD Communities

Channels Covered


Neurology Lens: Overall Definition and Methodology

• Based strictly on primary research

• Based on a sample of ~500 practicing neurologists in EU5 + US

• Data were harvested this quarter (4Q16)

• Results are obtained through HCP websurveys

• Only active practitioners are allowed to participate in the survey

• HCPs are asked to self-report

• Advanced analytics developed by Across Health

84

80

80

78

77

94

n


Content




FRANCE

PROMOTIONAL CHANNELS – REP TABLET

Do you find that the use of a Tablet/iPad adds value during a rep visit? (scale of 1-10, where 1 = no value at all; 10 = extremely valuable)

% among HCPs exposed to this channelScore grouping: Useful = 8-10; Nice to have = 5-7; Not useful = 1-4

23%

55%

22%

Tablet Added Value

Not useful Nice to have Useful

N=83

Most HCPs find some form of added value in tablet usage by reps.


POLL 1What is the main issue with tablet detailing in Germany?

1. Not enough engaging visuals2. Takes too long3. Confusing layout4. Too many screens of information5. Detrimental to personal interaction


GERMANY


What are the key issues with iPad/Tablet detailing?

N=76

HCPs exposed to this channel were asked to rank top 3 (#1 = 3 points, then 2, etc)Rescaled to 100 points

Too many screens of information

Takes too long

Not enough engaging visuals to top paper

Detrimental to personal interaction

Confusing layout

51

38

29

25

24

Rep Tablet Key Issues

The main criticism of tablet detailing is that there are too many screens of information.


FRANCE


What kind of topics are CURRENTLY being offered to you/would you LIKE to see on a Tablet/iPad presentation?

HCPs were asked to rank top 3 (#1 = 3 points, then 2, etc)Rescaled to 100 points

0

10

20

30

40

50

60

70

8070

3324

20 18 16 14

4 1

29 27 30 3225

35

16

4 3

Rep Tablet Topics

Current Desired

N=83

In tablet presentations, HCPs are currently presented clinical trial results the most. There is demand however for patient case videos, quizzes and disease area information.


POLL 2What is the most important criterion for successful webcasts in the UK?

1. Interactive Q&A2. Credibility & quality of speaker3. Summary in text format4. Available for later viewing5. Easy download of slides


UK

Available for later viewing

Credibility & quality of speaker

Easy download of slides

Easy to navigate through the presentation

Length (under 30 minutes)

Summary in text format

Rating by colleagues

Interactive Q&A

Questions to attendees during webinar

65

36

24

21

16

15

10

10

2

Webcast Top Characteristics

MEDICAL CHANNELS – WEBCASTS

What are the top 3 characteristics of successful webcasts according to you?

HCPs exposed to this channel were asked to rank top 3 (#1 = 3 points, then 2, etc)Rescaled to 100 points

N=46

Access to later viewing is the most important characteristic of successful webcasts.


Context




SPAIN

Evening (a

fter office

hours)

Early

morn

ing (before office

hours)

During w

eekday o

ffice hours

Week

ends

During lu

nchtime

65

41 39 35

20

Med Reading Time of Day

MEDICAL CHANNELS -- +2x more outside practice

HCPs typically prefer learning about new medical developments after work hours.

When do you prefer to learn about new medical developments?


N=78


UK

MEDICAL CHANNELS – EMEDED

Would you like to increase interactions with this channel?

N=26 N=51

Reduce frequency a lot Reduce frequency a bit Keep frequency the same Increase frequency a bit Increase frequency a lot

2%

47% 47%

4%

81%

15%

4%

eMeded Preferred Frequency

HCPs not exposed to channel HCPs exposed to channel

More than half of HCPs who have participated in pharma online medical education would like to increase interaction frequency.


ITALY

Not at any time of day

Before seeing patients – i.e. early mornings

During work, in between seeing patients

During work, at lunch-times

During work, after the last patient

After work – i.e. in the evening

During weekends

13%

11%

13%

19%

40%

4%

Webcast Time of Day


Most HCPs would prefer to attend a webcast after work hours.

What is the ideal moment during the day for you to attend a webcast?

% among HCPs exposed to this channel

N=47


ITALY


What is the ideal length of a medical webcast according to you?

% among HCPs exposed to this channel

Less than 15 mins 15-30 mins 30-45 mins 45-60 mins More than 60 mins

17%

55%

17%

11%

Webcast Ideal Length N=47

The ideal length of a webcast is between 15 and 30 minutes.


Company scores


ContextCompany

Scores


GERMANY

PROMOTIONAL CHANNELS – EMAIL REP

Which company is the leader in terms of rep email communications according to you (Top 3) ?

N=71

HCPs exposed to this channel were asked to pick best three companies (#1 = 3 points, then 2, then 1)Rescaled to 100 points

eMail Rep Quality Scores Score1 Biogen 32.92 Bayer 24.93 Novartis 17.44 UCB 14.15 Janssen 11.76 Merck Serono / EMD Serono 10.87 AstraZeneca 10.38 Pfizer 10.39 Teva 8.9

10 GlaxoSmithKline 8.5


FRANCE

PROMOTIONAL CHANNELS – COMPETITOR RANKING SUMMARY

Three companies dominate the podium...

Company A 100% Company A 100% Company A 100% Company B 100% Company A 100% Company A 100%Company B 90% Company B 97% Company B 96% Company A 76% Company B 87% Company B 70%Company C 38% Company F 62% Company C 51% Company E 44% Company C 72% Company C 62%Company D 35% Company C 62% Company H 41% Company G 42% Company I 48% Company H 57%Company E 32% Company G 55% Company D 38% Company D 38% Company H 46% Company G 49%

Website Pharma appseMail RepRep Teledetailing Rep Tablet

Proprietary and Confidential Information© Across Health 28

NEURO

DISEASE-ORIENTED DIGITAL COMMUNICATION – ALZHEIMER’S

Satisfaction with digital communication in Alzheimer’s is lowest among all three disease areas.

On a scale from 1 to 10, how satisfied are you with digital communication in Alzheimer's disease?(1 = satisfied at all, 10 = highly satisfied)

1 2 3 4 5 6 7 8 9 10

4%

7%

3%

7%

17%

27%

20%

6% 5%

2%

Alzheimer's Digital Satisfaction

Average = 5.6

N=94


Connected health

Connected Health

Content



POLL 3What % of Spanish neurologists uses an activity tracker/wearable?

1. 5-10%2. 11-20%3. 21-30%4. 31-40%5. 41-50%


SPAIN

DIGITAL AFFINITY TRENDS – DEVICE USAGE

Smartwatch and fitness trackers are the most popular wearable devices among HCPs.

Do you currently own any of the following (tick all relevant items)?

% refers to ownership

N=78

Activity/fitness tracker

Smartwatch

Wearable blood pressure meter

Connected body scale

Connected sleep quality tracker

None - no interest

None - but intend to buy

24%

35%

17%

6%

8%

19%

27%

Wearables and Trackers


FRANCE

DIGITAL AFFINITY TRENDS – REMOTE MONITORING

Do you offer remote counselling & monitoring services to patients? N=84

No, and no interest

No, but interested

Yes, first experience

Yes, increasingly

21%

46%

14%

18%

Remote Monitoring/Counselling

Around 80% of HCPs have at least some form of interest or involvement in remote patient counselling and monitoring.


UK

DIGITAL AFFINITY TRENDS – DIGITAL OUTLOOK

How relevant do you think these offerings are now and in 2 years?


N=77

Remote pati

ent monito

ring

Patient-r

eporte

d data

Patient a

dherence

& support p

rogrammes

Socia

l media pati

ent s

upport

Remote pati

ent diag

nosis

Artificial in

tellige

nce & pred

ictive

analy

tics

Senso

rs for p

atien

t and tre

atmen

t tracki

ng

Genetic &

biomarker

data

43 40 39

2419 18

126

3127

3426 25

19 1722

Digital Horizon

Now In 2 years

Remote patient monitoring is considered the most important topic currently. However, patient adherence and support programs are believed to be more relevant in two years.


FRANCE

Lens Chart Index


FRANCE

Lens Chart Index


Planned Scope

EU5 + US

CARDIOLOGY DERMATOLOGY HEMATOLOGY NEUROLOGY ONCOLOGY GPs



Any Remaining questions? Contact us!


Or read our book…evidence-based multichannelThe missing manual for pharma marketers

Across Health’s omni-channel experts describe & discuss the highways and byways of the digitally disrupted landscape, as it impacts the pharma industry.

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.


E-learning version available too



Our next webinar

Illuminator: Your window on Industry Benchmarks• Time: 5pm • Date: 19 January 2017

To register:• Visit Link: http://www.a-cross.com/health/event/illuminator• Alternatively, check our BrightTalk channel

http://www.a-cross.com/health/event/illuminator


Thank You!

Healthcare

Navigator Lens and Landscape