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Across Health 2014 Multichannel Barometer Spain

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Across Health 2014 Multichannel Barometer survey shows Pharma’s painful progress towards digital productivity.

The 2014 Multichannel Barometer survey from Across Health paints a picture of a Life Sciences industry still struggling to come to terms with the realities of multichannel marketing.

The survey, now in its sixth year, shows digital spend plateauing compared with 2013 (15.6% vs 16% of total marketing budgets). This is in stark contrast to other industries, where spending on multichannel initiatives is already well over 20% and set to increase by 10% in 2014.

Published in: Healthcare
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Across Health 2014 Multichannel Barometer Spain

  1. 1. Multichannel, ¿el fin del “Digital” y el comienzo del “New Normal”? Across Health presenta el escenario actual español de las estrategias y campañas mutichannel en el sector farma. ¡Descubre el potencial del multichannel! 01 02 03 04 MULTICHANNEL EN FARMA ADOPCIÓN DE MULTICHANNEL TOP TACTICAS Eva Velasco Managing Director SPAIN @evavelasco eva.velasco@a-cross.com Tef: 662.112.258
  2. 2. 01Multichannel en Farma Hemos cambiado….¡mucho! 15/09/2014 Across Health Multichannel Barometer 2014 2
  3. 3. 01Multichannel en Farma Nuestros clientes también 15/09/2014 Across Health Multichannel Barometer 2014 3
  4. 4. Broad- Cast eMailing Reuniones cara a cara Portal Web Call Center Notoriedad Interés Deseo Acción No hay ”clientes-canal” sino “clientes multicanal” Across Health Multichannel 9/15/2014 Barometer 2014 4
  5. 5. 01Multichannel en Farma Uso generalizado de los canales digitales 15/09/2014 Across Health Multichannel Barometer 2014 5
  6. 6. 01Multichannel en Farma Preguntas que nos hacemos desde marketing ¿Cómo planificar los mensajes multicanal? ¿Cómo seleccionar los canales? ¿Cómo implementar eficazmente los nuevos canales? 15/09/2014 Across Health Multichannel Barometer 2014 6
  7. 7. 01Multichannel en Farma 1er paso: beneficios de la multicanalidad  Derivar recursos a los canales con mayor impacto  A medio plazo, reducir costes utilizando nuevos canales  Preferencia de canales y contenidos/servicios  Motivos y barreras a la prescripción Optimizar Recursos  Impacto de los canales en las decisiones de compra  Aumentar cobertura  Aumentar frecuencia  Oferta de servicios y contenidos en base a preferencias  Mejora en la segmentación & targeting  Mejora de la secuencia y Estrechar relaciones Excelencia Operativa personalización de contenidos y canales  Mayor relación e impacto Generar nuevos Insights 15/09/2014 Across Health Multichannel Barometer 2014 7
  8. 8. 01Multichannel en Farma Multichannel en el ciclo de vida del producto Prelanzamiento de marca: Prospección OPEX Lanzamiento de marca: Impacto extra vs. coste del soporte multichannel Marcas maduras: Optimizar OPEX y recolocar delegados a otras marcas Productos Post-patente (“históricos”): Identificar productos sensibles a la promoción REINVENCIÓN Marcas en crecimiento: Foco de la red de ventas en los clientes clave LANZAMIENTO CRECIMIENTO MADUREZ POST-PATENTE 15/09/2014 8
  9. 9. 01Multichannel en Farma 4 Pasos para implementar una estrategia multicanal 15/09/2014 1. ¿Qué queremos conseguir?: cobertura y frecuencia 2. Brand Plan: identificar actividades clave, añadir canales (utilizar business intelligence para escoger canales) 3. Desarrollar el plan de campaña 4. Desarrollar el business plan Además: - Data Integration - Change Management Across Health Multichannel Barometer 2014 9
  10. 10. 02 Adopción multichannel ESTRATEGIA DIGITAL RETOS 15/09/2014 10
  11. 11. Ficha técnica España +56% vs 2013 86 ENCUESTADOS DE 25 COMPAÑÍAS FARMACÉUTICAS PARTICIPARON EN LA ENCUESTA ONLINE FARMA COMPONE LA MAYORÍA MAYORÍA DE FUNCIONES EN MARKETING & DIGITAL 15/09/2014 Across Health Multichannel Barometer 2014 11
  12. 12. 02Adopción de multichannel Estrategia SI, Ejecución es la CLAVE ¿En su compañía existe una estrategia digital o multicanal? +estrategia definida respecto 2013 14% 50% 36% No es necesaria Sí 58% copyright © Across Health, 2014 Tenemos una, pero su validez es cuestionada We have one, but its validity is questioned Tenemos una, pero no está implementada con rigor We have one, but it is not implemented with rigour Tenemos una, y está bien We have one, and it is well ejecutada executed No 40% 2 15/09/2014 Across Health Multichannel Barometer 2014 12
  13. 13. 02Adopción de multichannel ¿Por qué es tan complicado? ¿Cómo valora la complejidad de definir el mix de canales? 24% 51% 16% = 7% 2% +15% vs 2013 Muy Very complicado complicated Somewhat Algo complicado complicated Neither Ni complicado complicated ni nor Relatively simple Very simple simple sencillo Relativamente sencillo Muy sencillo copyright © Across Health, 2014 15/09/2014 Across Health Multichannel Barometer 2014 13
  14. 14. 02Adopción de multichannel Transformar BIG DATA a insights que nos ayuden a mejorar ¿Aprovecha los datos de sus iniciativas multicanal para mejorar futuras acciones? +10% vs 2013 empiezan a utilizar datos 2% 32% 51% 11% 4% No vemos necesidad de recoger o usar datos de We do not see the need for collecting or using customer cliente data No estamos recogiendo datos de cliente útiles aún, We are not collecting useful customer data yet, but we pero deberíamos should Hemos empezado a hacer algún análisis de los datos multichannel de cliente We have started doing some analysis on our multichannel customer data Ya estamos We have already implementado algún análisis de datos de implemented some robust customer analytics cliente frameworks Usamos estos datos consistentemente We leverage this data consistently copyright © Across Health, 2014 15/09/2014 Across Health Multichannel Barometer 2014 14
  15. 15. 02Adopción de multichannel “Usual Suspects” % encuestados que indica que las principales “trabas” en la estrategia digital de su organización son: 5% 7% 3% 14% 12% 12% 12% 31% 28% 35% 42% Regulatory / legal / healthcare compliance issues Problemas regulatory/legal/compliance Sin una estrategia digital clara No clear digital strategy ROI ROI questions Insuficiente conocimiento interno Not enough internal knowledge Sin apoyo senior management No senior management support Sin datos que lo soporten No headcount to support this Sin presupuesto No budget Los clientes no están preparados Customers are not ready Sin agencias expertas con farma background relevante No expert agencies with pharma background available Otros Other NS/NC N/A copyright © Across Health, 2014 15/09/2014 Across Health Multichannel Barometer 2014 15
  16. 16. 02Adopción de multichannel Multicanalidad próxima al negocio ¿Siente que tiene suficiente conocimiento de las oportunidades que ofrece la multicanalidad en sus actividades de negocio? 3% 23% 37% 23% 13% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Totalmente insuficiente Totally insufficient Insufficient Between Entre suficiente sufficient e and insuficiente insufficient Sufficient More than sufficient (expert) Mucho más que suficiente (experto) Insuficiente Suficiente 15/09/2014 Across Health Multichannel Barometer 2014 16
  17. 17. 02Adopción de multichannel Más de 1/3 de los encuestados afirma que no tienen suficiente conocimiento del ROI de sus canales digitales… 34% ¿Cómo entiende el ROI en los canales digitales? 5% 28% 31% 28% 29% 23% 13% 4% 30% 9% Muy poco Poco Bien Muy bien Very poor Poor OK Well Very well 2013 2014 copyright © Across Health, 2014 15/09/2014 Across Health Multichannel Barometer 2014 17
  18. 18. 02Adopción de multichannel Sólo 1 de cada 4 está satisfecho con sus actividades digitales actuales En una escala del 0 al 5, ¿cómo de satisfecho está con las actividades digitales actuales? 1% Puntuación 25% media 2.81 Media igual que 2013 ---- Satisfacción aumenta 15% 0 1 2 3 4 5 Extremadamente satisfecho 5% 6% copyright © Across Health, 2014 Extremadamente insatisfecho 20% 44% 24% 15/09/2014 Across Health Multichannel Barometer 2014 18
  19. 19. 02Adopción de multichannel La mayoría de las organizaciones cuentan con equipos digitales de carácter internacional pero su efectividad es cuestionada ¿Tiene un equipo digital central a nivel INTERNACIONAL? 24% 52% 24% Sí, está siendo Sí, pero su impacto Yes, just being created Yes, but the impact is es bajo low Sí, y es altamente Yes, and it is highly efectivo effective Sí 73% No 17% NS/NC 9% creado 15/09/2014 Across Health Multichannel Barometer 2014 19
  20. 20. 02Adopción de multichannel … mientras, los equipos digitales a nivel local parecen resultar ser más efectivos ¿Tiene un equipo digital central a nivel LOCAL? 21% 41% 38% Sí, está siendo Sí, pero su impacto Yes, just being created Yes, but the impact is es bajo low Sí, y es altamente Yes, and it is highly efectivo effective Sí 77% No 19% NS/NC 5% creado 15/09/2014 Across Health Multichannel Barometer 2014 20
  21. 21. 02Adopción de multichannel La mayoría de encuestados percibe que el budget permanecerá estable. ¿Cómo piensa que evolucionará el budget digital a finales del 2014? 53% 40% 7% Se incrementará Increase Se mantendrá Equal Decrecerá Decrease Mayor inversión que en 2013 15/09/2014 Across Health Multichannel Barometer 2014 21
  22. 22. 03 Top Tácticas 2014 15/09/2014 Across Health Multichannel Barometer 2014 22
  23. 23. 01 02 03 04 Multichannel, ¿el fin del “Digital” y el comienzo del “New Normal”?

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