Across Health Digital Barometer China 2011

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For 3 years in a row, Across Health has conducted its proprietary Digital Barometer survey in Europe. In Q4 2011, dedicated surveys were launched in the US and China. With publications of the results in the Pharmaceutical Executive and other leading publications, the Digital Barometer is a recognized and trusted barometer of the Life Sciences digital landscape.

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Across Health Digital Barometer China 2011

  1. 1. 2011China Digital Barometer for life sciences
  2. 2. Across HealthCEO For several years now, Across Health has been running a unique digital landscape survey among life sciences leaders. This year’s edition we have reached out to EMEA, US and China. The results of the Chinese respondents gives you a 360° view on the status, challenges and future of “The New Normal”, aka digital, in life sciences. I’m convinced you’ll find these results inspiring and trust they will help you reach the next level… Thanks again for your participation and enjoy the hot-off-the press findings! Fonny Schenck Managing Partner, Across Group CEO, Across HealthJanuary 2012 Across Health Digital Barometer China 2011 2
  3. 3. Executive summaryJanuary 2012 Across Health Digital Barometer China 2011 3
  4. 4. Table of contents• Executive summary• Key survey statistics• Digital landscape: as-is situation • Digital satisfaction • Benchmark against competitors and other industries • Most common eTactics• Key challenges • Bottlenecks • Digital understanding & processes • ROI measurement• The future of digital in life sciences • Digital integration & budgetsJanuary 2012 Across Health Digital Barometer China 2011 4
  5. 5. Digital Barometer China 2011 Executive summary• Digital satisfaction is not as low as in the other regions• Digital activities are more advanced than in Europe, led by online medical education. But also tablet & virtual detailing, webcasts and mobile marketing are heavily piloted.• ROI questions, lack of digital strategy and regulatory & legal issues are the main bottlenecks. Lack of internal knowledge holds the 4th spot... “It’s not about being• Digital opportunities are mostly being included in the digital anymore, it’s marketing process now about being• Digital budgets continue to be low vs total marketing clever with digital.” spend (around 8%) Peter HinssenJanuary 2012 Across Health Digital Barometer China 2011 5
  6. 6. Key statisticsJanuary 2012 Across Health Digital Barometer China 2011 6
  7. 7. Table of contents• Executive summary• Key survey statistics• Digital landscape: as-is situation • Digital satisfaction • Benchmark against competitors and other industries • Most common eTactics• Key challenges • Bottlenecks • Digital understanding & processes • ROI measurement• The future of digital in life sciences • Digital integration & budgetsJanuary 2012 Across Health Digital Barometer China 2011 7
  8. 8. Key stats at a glance • 23 respondents from China life sciences companies completed the online survey between October - November 2011 • 29 additional respondents were recruited at a workshop in China in December 2011 • Industry spread Pharma, biotech, medical devices • Functional spread Marketing, medical, sales, digital, IT, CRM, other • Local vs international spread Global, regional (Asia), localJanuary 2012 Across Health Digital Barometer China 2011 8
  9. 9. Most respondents work within a pharma countryaffiliate and have a marketing or medical responsibility Pharmaceutical Global 83% company 26% National Regional 57%Medical devices 17% 17% company eBusiness/ IT Digital 9% 9% Sales 9% Marketing 48% Medical 26%January 2012 Across Health Digital Barometer China 2011 9
  10. 10. Digital landscapeJanuary 2012 Across Health Digital Barometer China 2011 10
  11. 11. Table of contents• Executive summary• Key survey statistics• Digital landscape: as-is situation • Digital satisfaction • Benchmark against competitors and other industries • Most common eTactics• Key challenges • Bottlenecks • Digital understanding & processes • ROI measurement• The future of digital in life sciences • Digital integration & budgetsJanuary 2012 Across Health Digital Barometer China 2011 11
  12. 12. Digital landscape Executive summary• Satisfaction with digital is higher than within Europe• The sentiment around activities towards HCPs is 26% while digital patient programmes are reaching 17%• A gap with other industries exists (43%) and is only hesitantly being closed “The great thing in the world is not so• Most investments in the eTactic mix go to much where we websites and online medical education stand, as in what• But several new tools, like tablet & virtual direction we are detailing, webcasts and mobile marketing are moving.” heavily piloted Oliver W. HolmesJanuary 2012 Across Health Digital Barometer China 2011 12
  13. 13. 26% of respondents is satisfied with current eBusiness activities(much higher than Europe 12%) On a scale from 0 to 5, how satisfied are you with your current eBusiness activities? 26% 38% 23% 13% 13% 10% 2% 0 1 2 3 4 5 Extremely Extremely Dissatisfied Satisfied N=52January 2012 Across Health Digital Barometer China 2011 13
  14. 14. This more positive view is also reflected when comparing owndigital presence versus competition. 26% feels they are ahead(Europe 15%) How would you rank your company versus your competitors in using digital marketing initiatives targeted at healthcare professionals? 26% 22% 22% 22% 4% 4% No opinion Far behind Behind Average Ahead Far ahead 26% HCPs N=23January 2012 Across Health Digital Barometer China 2011 14
  15. 15. In Europe, positive sentiment dropped significantly over time... How would you rank your company versus your competitors in using digital marketing initiatives targeted at healthcare professionals? 50% 40% 26% 30% 19% 25% 15% 20% 17% 13% 10% 1% 2% 2% 0% 2009 2010 2011 No opinion Far behind Behind Average Ahead Far ahead HCPsJanuary 2012 Across Health Digital Barometer China 2011 15
  16. 16. As in Europe, 17% feels they are ahead competition when it comesto digital consumer marketing How would you rank your company versus your competitors in using digital marketing initiatives targeted at consumers/patients? 35% 22% 17% 13% 9% 4% No opinion Far behind Behind Average Ahead Far ahead 17% Patients N=23January 2012 Across Health Digital Barometer China 2011 16
  17. 17. Only 43% feel they are behind the other industries (67% Europe) How would you rank your company versus leading other industries in optimally leveraging the internet? 26% 26% 17% 17% 9% 4% No opinion Far behind Behind Average Ahead Far ahead 43% Digital vs other industries N=23January 2012 Across Health Digital Barometer China 2011 17
  18. 18. Digital Strategyin the New Normal Once we cross over into the times where digital is the New Normal, the way we interact with our customers will change completely. The worst mistake you could make is to take your existing analog interaction patterns with customers and transfer them to the web. Don’t transfer, but re-think. It’s all about intelligence. It’s all about the contact, it’s all about “you”. As the master of marketing, Philip Kotler, once said: “Marketing takes a day to learn. Unfortunately it takes a lifetime to master.” You’ve got a couple years, max. Peter Hinssen Managing Partner, Across Health For more information on Peter’s recent book “The New Normal”, click to newnormal.com.January 2012 Across Health Digital Barometer China 2011 18
  19. 19. The company website is the most important etactic shortlyfollowed by product websites. Tablet & virtual eDetailing, webconferences and mobile marketing are heavily piloted Company website 79% 4% 13% 4% Product website 58% 21% 17% 4% Disease webstie 53% 15% 25% 8% Online medical education 47% 23% 21% 9% Web conference 38% 42% 19% 2% eMail Marketing 36% 26% 32% 6% Web banners 34% 23% 32% 11% Tablet eDetailing 26% 47% 21% 6% HCP Self-service portal 25% 32% 32% 11% Mobile marketing 25% 40% 28% 8% Search Engine Advertising (SEA) 23% 25% 38% 15% Search Engine Optimization (SEO) 23% 28% 34% 15% Social media 17% 28% 51% 4% Online advisory board 13% 25% 49% 13% Virtual eDetailing 13% 42% 43% 2% eMSL 11% 26% 45% 17% eRep 11% 23% 58% 8% Often / Standard practice Pilot planned or ongoing Never Do not know / NA N=52January 2012 Across Health Digital Barometer China 2011 19
  20. 20. CME apps are in 3rd position preceded by information providingtype of apps, which shows also in mobile a much higher use ofeCME than in other regions What types of apps do you develop or have developed? Product info/updates 52% Medical news/article updates 39% CME 30% Diagnosis tool 17% Dosage calculator 17% Treatment guidelines 17% Symptom tracker 13% Adherence/compliance tracker 4% Remote monitoring of patients N=23January 2012 Across Health Digital Barometer China 2011 20
  21. 21. Key challengesJanuary 2012 Across Health Digital Barometer China 2011 21
  22. 22. Table of contents• Executive summary• Key survey statistics• Digital landscape: as-is situation • Digital satisfaction • Benchmark against competitors and other industries • Most common eTactics• Key challenges • Bottlenecks • Digital understanding & processes • ROI measurement• The future of digital in life sciences • Digital integration & budgets • Trends in eTool adoptionJanuary 2012 Across Health Digital Barometer China 2011 22
  23. 23. Key challenges Executive summary• Introducing digital is still very challenging• ROI questions, lack of digital strategy and regulatory & legal issues are the main bottlenecks. Lack of internal knowledge holds the 4th spot...• 87% (!) feel they do not have sufficient knowledge of digital opportunities and there is extensive work in knowledge sharing• 52% are measuring ROI in some way or another, “When youre still it remains the major bottleneck finished changing, youre finished.” Benjamin FranklinJanuary 2012 Across Health Digital Barometer China 2011 23
  24. 24. eRep and eMSLin the mix More and more often, HCPs don’t have enough time for a decent visit by a sales rep or medical advisor. This endangers the main channel through which life sciences companies currently communicate with their customers. Through the internet, an innovative and convenient alternative way emerges for reps and MSLs to connect with their doctors. A webcall is not only more flexible: the overall attention span and thus message recall is also higher. Beverly Smet Vice President Europe SouthMay 3, 2011 24 Across Health digital Survey EMEA 2011
  25. 25. ROI questions, no clear eBusiness strategy, regulatory & legalissues and not enough internal knowledge are main bottlenecks ROI questions 25% 9% 14% No clear eBusiness strategy 28% 14% 3% Regulatory or legal issues 14% 14% 5% Not enough internal knowledge in this area 8% 11% 11% Healthcare compliance concerns 6% 11% 14% Customers are not ready 9% 11% 5% No budget 0% 8% 14% No headcount to support this 3% 5% 6% No expert agencies with pharma… 0% 6% 3% No senior management support 3% 5% 0% Pharmacovigilance issues (adverse event… 3% 0% 3% N/A 5% 11% 14% Most important Second most important Third most important N=52January 2012 Across Health Digital Barometer China 2011 25
  26. 26. Most participants feel they are ahead competition, however 87%feel they do not have sufficient knowledge. Do you feel that you have sufficient knowledge of all opportunities offered by the internet for your business activities? 87% 48% 39% 13% 0% 0% Totally insufficient Insufficient Between sufficient and insufficient Sufficient More than sufficient (expert) Internal knowledge N=23January 2012 Across Health Digital Barometer China 2011 26
  27. 27. And only half of them confirms that there is an SOP in place toimprove knowledge sharingDoes your company have standard operating procedures or other procedures for the use of the internet in customer-facing activities? Do not know 26% Yes 48% No 26% Knowledge sharing N=23January 2012 Across Health Digital Barometer China 2011 27
  28. 28. Only 22% has formal processes to share information about digitalstrategies Are there any formal processes to share the information about digital strategies within your company? Do not know Yes 17% 22% No, it is not required 22% No, but should be in place 39% Knowledge sharing N=23January 2012 Across Health Digital Barometer China 2011 28
  29. 29. ROI is seen as a major hurdle, however 52% is measuring this insome way or another Do you measure the impact of your digital activities? 52% 30% 22% 22% 22% 4% Never - would love to, but do not know how Never - not relevant Rarely Sometimes Always ROI N=23January 2012 Across Health Digital Barometer China 2011 29
  30. 30. Setting up thedigital organization There are no silver bullets in adjusting an organization to the digital age. It requires the right knowledge and the right mindset. It needs setting up new business and technology processes. A good integration of channels in marketing/sales activities is essential, and only a correct measurement of the results enables us to generate valuable learning insights. Think long term, act short term! Ruud Kooi Vice President Europe NorthJanuary 2012 Across Health Digital Barometer China 2011 30
  31. 31. The future of digitalIn Life SciencesJanuary 2012 Across Health Digital Barometer China 2011 31
  32. 32. Table of contents• Executive summary• Key survey statistics• Digital landscape: as-is situation • Digital satisfaction • Benchmark against competitors and other industries • Most common eTactics• Key challenges • Bottlenecks • Digital understanding & processes • ROI measurement• The future of digital in life sciences • Digital integration & budgetsJanuary 2012 Across Health Digital Barometer China 2011 32
  33. 33. The future of digitalin Life Sciences Executive summary• Digital opportunities are mostly being included in the marketing process• Digital budgets continue to be low vs total marketing spend (around 8%)• Only 17% rely on an actual framework around marketing mix to base their decisions on “My interest is in the future because I am going to spend the rest of my life there.” Charles F. KetteringJanuary 2012 Across Health Digital Barometer China 2011 33
  34. 34. 70% of respondents are including digital opportunities in themarketing planning process Are digital opportunities included in the budget and marketing planning processes? 61% Not at all No, but it is changing Yes, this is the case for several brands 22% Yes, this is the case for all brands 9% 9% N=23January 2012 Across Health Digital Barometer China 2011 34
  35. 35. However the digital marketing budgets are on the low side… If you oversee a product budget, which percentage of it is allocated to digital marketing THIS YEAR? 26% Less than 5% 19% Between 5 and 10% Between 10 and 15% 9% More than 15% 4% N=47January 2012 Across Health Digital Barometer China 2011 35
  36. 36. 17% rely on an actual framework around marketing mix, whileanother 52% have at least some foundation for their decisions How do you define your marketing mix / multichannel allocation? 52% 39% 17% 13% 13% 13% 4% Based on experience/gut feeling Based on a conceptual framework on marketing mix Based on market research Based on customer feedback Based on last years budget Based on econometric modeling N=23January 2012 Across Health Digital Barometer China 2011 36
  37. 37. Marketing mixassessment Albeit slowly, companies are shifting budgets away from traditional channels to digital. The key question then becomes: which channels can I safely reduce and to which new channels should I allocate those budgets? And how much should I invest in each channel to ensure I have at least the same impact as before at a lower cost? In times of change, it is very tricky to rely on experience or “gut feeling”, as this may lead to the wrong investments or, possibly even worse, underinvestment. A marketing mix assessment is an objective and powerful basis for making these crucial decisions, as many of our clients have already realized. Bernard Depaepe Managing Director AsiaJanuary 2012 Across Health Digital Barometer China 2011 37
  38. 38. Final thoughtsJanuary 2012 Across Health Digital Barometer China 2011 38
  39. 39. So will 2012 be agrand cru for “fusion”? Clearly, digital is increasingly being seen as a key component of the future business model... Although low, budgets are increasing and companies want to enhance their knowledge around digital. The key hurdles remain the same however: lack of a digital strategy and regulatory/legal concerns ... So, will 2012 be the digital “turning point”? Will you boost your online budget beyond the symbolic level? Will you spend it on the right digital channels based on a marketing mix assessment and integration with your marketing strategy? Will you integrate digital with offline? And will you go for the right mix of implementation of best practices, improvement of existing initiatives and true innovation? I wish you every success on this exciting journey!! Fonny Schenck Managing Partner, Across Group CEO, Across HealthJanuary 2012 Across Health Digital Barometer China 2011 39
  40. 40. About Across HealthCOMPANY • 60+ strong consultancy • Focus on innovative customer-centric approaches (e-powering traditional channels– “fusion”) • From strategy to implementation and success metrics/KPIs • Unique offering in the industryTARGET CUSTOMERS • Pharmaceuticals Extensive experience at • Devices & Diagnostics regional/global level • Hospitals • Patient & Professional Associations ANDINTERNATIONAL EXPANSION ONGOING local execution power • Head offices in Belgium (Ghent) • Offices in Netherlands (Breda), France (Paris), UK (London), Switzerland (Basel), Nordics (Copenhagen), Germany (Munich), New Europe (Prague), China (Shanghai) and North America (New Jersey)
  41. 41. Across Health Expertise Overview BE NL FR GE SW IT SP UK Nordics TU USA Chin EMEAINSIGHT aLandscape AnalysisMarketing Mix Assessment Projects coordinated at EMEA level, but taking place in different EU countriesCRM/Ebiz Benchmarking Projects coordinated at EMEA level, but taking place in different EU countriesBuzz Monitoring BE NL FR GE SW IT SP UK Nordics TU USA EMEA INNOVATION Fusion Strategy Projects coordinated at EMEA level, but taking place in different EU countries Social Media Strategy Projects coordinated at EMEA level, but taking place in different EU countries Mobile Strategy Innovation Bootcamps BE NL FR GE SW IT SP UK Nordics TU USA EMEA IMPACT Dashboards Web Analytics Rep equivalent model Customer-centricity metrics 1 proposal 1 project finished + learnings 1 project ongoing >2 projects finished + learningsJanuary 2012 Across Health Digital Barometer China 2011 41
  42. 42. Across Health Expertise Overview BE NL FR GE SW IT SP UK Nordics TU USA China EMEA IMPLEMENTATION iPad detailing Other iPad projects Teledetailing eRep/Hybrid Rep Vdetailing HCP Portal Mobile Marketing HCP Mobile Marketing CONS Social Media for HCPs Social Media for CONS Patient website Multichannel HCP Marketing Change Mgt & on-site consulting 1 proposal 1 project finished + learnings 1 project ongoing >2 projects finished + learningsJanuary 2012 Across Health Digital Barometer China 2011 42
  43. 43. How do we play? 04 Impact 01 Insight We summarize key trends, best practices and benchmarks - also from related and other industries - and compare them to your current situation. We measure the impact of the new strategy using dashboards, KPIs,…and create best-practice The 4 Is documents/tools. Implementation 03 We support you in the implementation 02 Innovation We come up with a 2-3 year innovative, balanced and integrated roadmap and strategy to move into of our recommendations – from project management to website development, the new space, based on workshops, edetailing, dialogue marketing, customer interviews and Across remote selling & education, change insights. management, process & organizational design and creative execution
  44. 44. Our international footprintJanuary 2012 Across Health Digital Barometer China 2011 44
  45. 45. Some of our key referencesJanuary 2012 Across Health Digital Barometer China 2011 45
  46. 46. Contact Details These results have been compiled by Yue Feng, Francis Chay & Bernard Depaepe For any question, mail to yue.feng@a-cross.com ; francis.chay@a-cross.com ; bernard.depaepe@a-cross.comDISCLAIMER: Make sure also to check out our fields of expertise onCurrent presentation is confidential. Allproposed concepts and ideaspresented here are intellectual property www.a-cross.com/healthof Across Health, and are to be used incollaboration with Across Health. Or follow us on

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