The document presents the ninth annual report on the multichannel landscape in life sciences, revealing an increase in digital marketing budgets and growing board support for digital transformation initiatives. Despite this progress, satisfaction levels with digital and multichannel activities remain historically low, and expertise in digital strategy is lacking. The report highlights a trend of 'multichannel myopia' and calls for a more comprehensive approach to digital opportunities in the industry.

1. 27/07/2017Proprietary and Confidential Information© Across Health1
Across Health is pleased to present you with the state of the
multichannel landscape in life sciences in Europe, US and
emerging markets – now in its ninth year.

2. 27/07/2017Proprietary and Confidential Information© Across Health2
01 02 03 04 05Key Survey
Statistics
Strategy &
Organization
Business Technology
& Processes
Multichannel
Integration
Measurement
(After some delays): Ready for take-off?
Preface
Fonny Schenck
CEO, Across Health
Fonny.schenck@a-cross.com
Interestingly, the only exception is the multichannel rep. This is the only
space where knowledge and comfort continue to grow – 84% of
respondents (vs 74% in 2016) feel quite or very confident here. Also, looking
back to 2012, the only two key MCM tactics that continued to increase in
prominence are rep-focussed channels (tablet detailing and approved
emails). At the other extreme, a very low level of comfort with marketing
automation (28% - similar to 2016) confirms this rep-centric trend.
Could this be a case of “Multichannel Myopia”, with the industry widely
digitising the old model and considering it ‘solved’, while ignoring other
segments and stakeholders, as well as new opportunities (like health tech)?
And, could this unidimensional focus (and perhaps ditto strategy) not also
explain the low satisfaction levels?
High margins, a complex regulatory environment, and limited competition
have long fended off the burning platform for digital transformation in life
sciences. Thanks to some of the above trends, however, the industry appears
ready for take-off. Do you want to fly high or stay grounded?
Happy reading!
Dear colleague,
I am delighted to present you with the results of our 9th
Across Health Maturometer, the longest running and most
widely referenced industrywide snapshot of digital
transformation in Life Sciences.
After five years of slow progress, it appears that we have - finally! – got onto the
runway for digital in pharma. Indeed, there has been a 20% uptick in digital
marketing budgets. This brings digital up to 19% of total marketing spend (and
even higher in the US).*
Another glimmer of hope is that boards are (finally) getting behind these
programmes – one of the biggest changes this year. In the real world, we see
several newly minted CEOs of industry majors and specialty companies taking
charge of digital themselves, which is a clear change to the scattered “bottom up”
approach seen in most companies so far.
Not all is rosy, however. We see a continuation of the historic low level of
satisfaction with digital and multichannel activities. There has been no change
since 2015, and only 13% are very satisfied. In addition, the level of expertise in
digital in general and channel mix decisions in particular continues to be very low.
* If you look at the total customer engagement budget (marketing, sales, medical and
service), digital budgets are probably closer to 6-7% (vs 4-5% last year)…

3. Proprietary and Confidential Information
01
3
Key survey
statistics
© Across Health

4. Proprietary and Confidential Information
01 Key Survey
Statistics
© Across Health4
Key survey
statistics
• 256 respondents from life sciences (no agencies/consultancies)
• 96% from pharma/biotech; 2% Medtech: 3% OTC & Other
• 48% from Europe
• 47% national scope; 53% int/global
• 35% Digital/Multichannel, 25% Marketing, 10% CRM, 9% Sales
• 48% (senior) manager level; 43% director or C-level
• A variety of TAs: 17% across all areas, 14% Oncology, 8% Neurology….

5. Proprietary and Confidential Information
02
5
Strategy &
Organization
© Across Health

6. Proprietary and Confidential Information
02 Strategy &
Organization
Only a quarter of respondents have a strong digital vision &
strategy, but boards are getting more firmly behind digital
Respondents who ‘completely agree’ about board support up 12% from 2016
n=221
European Scope
Please rate your level of agreement with each of the following statements based on the
scale below
6%
29%
24%
40%
35%
51%
45%
28%
18%
9%
9%
7%
Staff well-trained in digital
Strong digital/MC team with board support
Strong digital transformation vision & strategy
Completely agree Somewhat agree Somewhat disagree Completely disagree
© Across Health6

7. Proprietary and Confidential Information
02 Strategy &
Organization
Digital transformation is moving slowly globally (perceived
as slower than 2016) – with more than half (57%) of
respondents thinking it is (very) slow
7 © Across Health
How would you rate the pace of implementation of digital transformation in your organization?
n=256 (Global);
221 (Europe); 45 (US)
2
2
2
16%
14%
14%
24%
26%
28%
49%
46%
44%
9%
13%
13%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
US
Europe
Global
Very fast Fast About right Slow Very Slow

8. Proprietary and Confidential Information
02 Strategy &
Organization
While advanced knowledge of digital may be at an all time high –
‘sufficient’ knowledge is down vs. 2016
10%
10%
8%
12%
12%
6%
11%
14%
34%
21%
30%
34%
25%
28%
36%
30%
31%
42%
44%
36%
38%
39%
33%
36%
20%
24%
18%
16%
21%
25%
17%
17%
4%
2
1
2
4%
3%
3%
3%
2010
2011
2012
2013
2014
2015
2016
2017
More than sufficient (expert) Sufficient Between sufficient and insufficient Insufficient Totally insufficient
n=256
Global Scope
Do you feel that you have sufficient knowledge of all opportunities offered by the internet for your business activities?
© Across Health8

9. Proprietary and Confidential Information
02 Strategy &
Organization
4%
5%
6%
8%
9%
14%
15%
16%
18%
No expert agencies with multichannel pharma background…
Customers are not ready
No senior management support
No budget
No headcount to support this
No clear digital strategy
ROI questions
Not enough internal knowledge
Regulatory / legal / Healthcare compliance issues -0.9%
-1.1%
5.7%
3.2%
2.1%
2.9%
1.4%
1.1%
1.7%
High Increase
Low Increase
Decrease
% Change since 2011
n=237
Global Scope
Lack of internal knowledge, ROI questions and lack of
budget see biggest increases vs. 2011 – MLR and digital
strategy show decreases
© Across Health9
Please allocate 100 points over these potential bottlenecks for digital in your
organization (highest number = biggest hurdle)

10. Proprietary and Confidential Information
03
10
Business Processes
& Technology
© Across Health

11. Proprietary and Confidential Information
03 Business Processes
& Technology
n=221
European Scope
2%
8%
17%
24%
31%
51%
43%
47%
23%
30%
14%
9%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
MC campaign automation
Robust process for channel mix
Digital/MC team integrated with Business/IT
Completely agree Somewhat agree Somewhat disagree Completely disagree
Digital teams are (slowly) being more integrated with IT –
but channel mix processes and campaign automation still
quite immature
© Across Health11
Please rate your level of agreement with each of the following statements based on the
scale below

12. Proprietary and Confidential Information
03 Business Processes
& Technology
Big jump in multichannel budgets from 2016 –
but the US is pulling away
n=26
US Scope
2%
42%
38%
11%
8%
14%
23%
7%
4%
13%
8%
2%
8%
4%
8%
4% 4%
Europe US
less than 5% 5% to 10% 11% to 15% 16% to 20% 21% to 25% 26 to 35% 36 to 45% 46 to 55% more than 55%
n=163
European Scope
Year 2016 2017
Average 15.7% 18.9%
If you oversee a product or marketing budget, which percentage of MARKETING budget is allocated to digital initiatives THIS YEAR?
© Across Health12
Year 2016 2017
Average 19.4% 21.6%

13. Proprietary and Confidential Information
03 Business Processes
& Technology
A brisk 20% increase in digital marketing budgets ends a
5-year flatliner for Europe
0,0%
2,0%
4,0%
6,0%
8,0%
10,0%
12,0%
14,0%
16,0%
18,0%
20,0%
2011 2012 2013 2014 2015 2016 2017
Average
8%
Average
15%
Average
16%
Average
15.6%
Average
15.1%
Average
15.7%
Average
18.9%
n=163
European Scope
© Across Health13
If you oversee a product or marketing budget, which percentage of MARKETING budget is allocated to digital initiatives THIS YEAR?

14. Proprietary and Confidential Information
04
14
Multichannel Integration
© Across Health

15. Proprietary and Confidential Information
04 Multichannel
Integration
26%
7%
14%
45%
30%
37%
18%
38%
27%
11%
25%
22%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Reps equipped with digital tools beyond edetail
Good view of HCP channel acceptance
Integrated customer Db across channels
Completely agree Somewhat agree Somewhat disagree Completely disagree
n=221
European Scope
The ‘multichannel rep’ continues to be the only channel
integration component in which respondent knowledge is
growing….
© Across Health15
Please rate your level of agreement with each of the following statements based on the
scale below

16. Proprietary and Confidential Information
04 Multichannel
Integration
3%
4%
7%
7%
7%
8%
8%
13%
13%
16%
17%
20%
20%
20%
24%
25%
32%
32%
34%
36%
43%
45%
48%
50%
55%
61%
74%
85%
16%
16%
13%
20%
57%
31%
30%
14%
42%
43%
57%
47%
45%
33%
40%
23%
39%
23%
39%
28%
32%
39%
39%
24%
16%
29%
17%
9%
63%
63%
61%
56%
57%
48%
48%
49%
37%
36%
20%
27%
30%
40%
24%
38%
23%
28%
16%
20%
15%
11%
9%
18%
19%
6%
5%
3%
17%
18%
20%
17%
18%
13%
14%
24%
8%
5%
6%
7%
6%
7%
11%
14%
7%
17%
11%
16%
11%
4%
4%
9%
11%
5%
4%
3%
Artificial Intelligence
ePrescribing advertising and promotion services
Remote patient monitoring
Marketing automation software
e-MSL
Integrated cross-channel campaigns
Social media monitoring
Patient adherence tools
Mobile marketing
Healthcare professional self-service portal
Online medical education
Approved email
Direct marketing
Pharma-owned website*
Standard practice Pilot planned or ongoing Never Do not know / not applicable
n=256
Global Scope
Tablet detailing maintains its 1st position – email marketing
overtakes direct marketing - also a big climb for patient
adherence tools
* Company, product or disease websites
** electronic or personal health record
© Across Health16
Please evaluate how often you use the following channels TODAY to reach your customers

17. Proprietary and Confidential Information
04 Multichannel
Integration
34%
37%
43%
43%
49%
50%
56%
62%
73%
84%
HCP self-service portal
SEO
Web conference or virtual meeting
Online medical education
Approved email**
Web Banners
Direct marketing**
Email marketing
Pharma-owned website*
Tablet eDetailing
Of the tactics which we have surveyed since 2012, tablet detailing is
the only real climber!
European Scope
* Company, product or disease websites
-1
-1
-2
+3
-5
-1
-1
** Not measured in 2012
-1
Changes in rank since 2012
Increase
Slight decrease
Big decrease
© Across Health17

18. Proprietary and Confidential Information
05
18
Measurement
© Across Health

19. Proprietary and Confidential Information
05 Measurement
n=221
European Scope
13%
9%
17%
40%
47%
46%
32%
30%
24%
15%
15%
13%
Good mix qualitative & quantitative KPIs
Measure hcp engagement
Measure results of all channels
Completely agree Somewhat agree Somewhat disagree Completely disagree
Still less than 20% of European respondents are very comfortable
with measuring impact – and measuring HCP engagement is at a
three-year low
© Across Health19
Please rate your level of agreement with each of the following statements based on the
scale below

20. Proprietary and Confidential Information
05 Measurement
rep (tablet/iPad)
website
eNewsletter
DMbanners
eMail Rep eMedEd webcast
smartph app
promo call
pat adherenceeDetail
eMSL
ePrescribing
rep
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Low Medium High
Channels most frequently used by pharma are not always
aligned with the impact they have on HCP’s
© Across Health20
%ofpharmamarketswho
use
Source:Maturometer2017(EU
Scope)
Impact on HCPs
Source: Across Navigator 2017 (EU Physicians)
LowMediumHigh

21. Proprietary and Confidential Information
06
21
Conclusions
© Across Health

22. Proprietary and Confidential Information
06 Conclusions
0%
10%
20%
30%
40%
50%
60%
2010 2011 2012 2013 2014 2015 2016 2017
Dissatisfied
Neutral
Satisfied
n=256
Global Scope
Satisfaction rates dropped in 2014 – and haven’t really
grown since
© Across Health22
On a scale from 0 to 5, how satisfied are you with your current digital/multichannel activities?

23. Proprietary and Confidential Information
06 Conclusions
4%
7%
5%
4%
6%
9%
11%
14%
16%
26%
2%
6%
6%
6%
7%
8%
11%
13%
18%
23%
2%
6%
7%
7%
7%
7%
11%
13%
18%
23%
Healthcare disruption
Big data and artificial intelligence
Maximizing the opportunities of digital health
Developing a strong integrated emedical offering
Moving from HCP-centricity to patient-centricity
Getting robust insights of the omnichannel ecosystem
Upskilling the organization
Moving from product-centricity to customer-centricity
Transforming the fieldforce to multichannel reps
Defining & optimizing the customer journey across multiple touchpoints
Global Europe US
Customer journeys and transitioning to a multichannel fieldforce are
the most important topics for next two years – with customer
centricity and upskilling the organization in slots 3 and 4…disruption
is not yet a key focus area (but perhaps it should be)
Please indicate the importance of these topics to your organization in the next 2 years.
Please distribute 100 points over the most important ones
n=256 (Global);
221 (Europe); 45 (US)
© Across Health23

24. Proprietary and Confidential Information
06 Conclusions
Rank Company
1
2
3
4
5
6
7
8
9
10
Largest companies generally recognized by peers as the most
digitally mature….
24 © Across Health
n=256
Global Scope
Rankings are based on a weighted average linked to a selection of the perceived top 3 digitally
mature pharma companies.

25. Proprietary and Confidential Information
06 Conclusions Big jump in equipping reps with more digital tools and board
support for digital,– but areas like training, channel mix and
marketing automation remain quite weak
n=256 (2017), 275 (2016) - Global Scope
© Across Health25

26. Proprietary and Confidential Information
06 Conclusions The up-down paradox…
26 © Across Health

27. Proprietary and Confidential Information
06 Conclusions
n=256 (2017), 275 (2016)
Global Scope
MLR continues to be the #1 perceived bottleneck, but lack of
knowledge and ROI issues are close seconds; effectiveness of local
and particularly global digital teams perceived as low and speed of
digital transformation too
© Across Health27
Positive change
Neutral
Negative change
Changes since 2016
2017 2016
Relative
Change
2017 barriers % 2016 barriers %
INT digital team existence 82% 82% 0% Regulatory / legal / Healthcare compliance issues 18% Regulatory / legal / healthcare compliance issues 20%
INT digital team effectiveness 18% 16% 13% Not enough internal knowledge 16% Not enough internal knowledge 17%
Local digital team existence 71% 66% 8% ROI questions 15% No clear digital strategy 17%
Local digital team effectiveness 30.2% 30.4% -1% No clear digital strategy 14% ROI questions 11%
Speed of digital transformation 15% 17% -9% No headcount to support this 9% No headcount to support this 10%
Digital Marketing budget 19% 16% 21%
Channel maturity 53% 51% 5%
Channel maturity index 1.05

28. Proprietary and Confidential Information
06 Conclusions
© Across Health28
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29. Proprietary and Confidential Information
06 Conclusions Want to know more?
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Business Processes
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© Across Health29

30. Proprietary and Confidential Information
06 Conclusions And if you want to enhance your (team’s) digital expertise:
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31. Proprietary and Confidential Information
06 Conclusions
Please register to participate in the 2018 edition!
Participants get the FULL results – 50+ slides on key trends
in digital transformation in life sciences… AND…
the possibility to win some great prizes, including a copy
of our best-selling Omnichannel Cookbook.
Hope to “see” you next year!
© Across Health31
Would you like to participate in 2018?

32. 27/07/2017Proprietary and Confidential Information© Across Health32
Thank you!