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Across Health Multichannel Maturometer 2019

Across Health is pleased to present you with the state of the multichannel landscape in life sciences – now in its 11th year.

After 3 years of robust growth in digital marketing budgets, 2019 showed a pullback to 2017 levels. We have a couple of hypotheses to explain this surprising finding:

1. Hesitation to invest more in the absence of a clear view on ROI and strategic priorities/roadmap;
2. More participants who are just getting started on their digital journey;
3. A smarter use of digital dollars (“more bang for the buck”);
4. We have reached the end stage of digital transformation in life sciences

Across Health firmly believes that the main driver for smaller budgets is option 1.
You can find out why in the report.

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Across Health Multichannel Maturometer 2019

  1. 1. Proprietary and Confidential Information Webinar – key results 30 July 2019
  2. 2. Proprietary and Confidential Information 198 respondents from life sciences companies 52% has a local role, the other half an international one 2 © Across Health What is your main geographic scope? n=198
  3. 3. Proprietary and Confidential Information Balanced spread of levels: 48% is at the Manager level, and 44% Director or higher 3 © Across Health What position do you hold? n=198
  4. 4. Proprietary and Confidential Information Most respondents hail from Digital/MCM (31%) and Marketing (25%) 4 © Across Health Your function n=198
  5. 5. Proprietary and Confidential Information After 3 years of strong growth, digital marketing budgets are back at the 2017 levels 5 © Across Health If you oversee a product or marketing budget, which percentage of MARKETING budget is allocated to digital initiatives THIS YEAR? n=110
  6. 6. Proprietary and Confidential Information A couple of hypotheses to explain this surprising finding 6 © Across Health More participants who are just getting started on their digital journey Hesitation to invest more in the absence of a clear view on ROI and strategic priorities/ roadmap Smarter use of digital dollars (“more bang for the buck”)
  7. 7. Proprietary and Confidential Information Hypothesis 1 Smarter use of digital dollars (“more bang for the buck”) 7 © Across Health More participants who are just getting started on their digital journey Hesitation to invest more in the absence of a clear view on ROI and strategic priorities/ roadmap Smarter use of digital dollars (“more bang for the buck”)
  8. 8. Proprietary and Confidential Information Imagine an ideal organization using digital technologies and capabilities to improve customer engagement and business impact. How close is your organization to that ideal? 87% score their company as (very) far off the ideal digital organization © Across Health8 n=198
  9. 9. Proprietary and Confidential Information The low satisfaction levels are no different from 2010…but the picture is improving as the % of dissatisfieds is at an all-time low 9 © Across Health How satisfied are you with your current digital/multichannel activities? n=198
  10. 10. Proprietary and Confidential Information The digital dichotomy: 57% allocates less than 15% of their budget to digital; 43% spends much more. 10 © Across Health If you oversee a product or marketing budget, which percentage of MARKETING budget is allocated to digital initiatives THIS YEAR? Year 2018 2019 Average 22.1% 19.1% n=110 57% 43%
  11. 11. Proprietary and Confidential Information Hypothesis 2 More participants who are just getting started on their digital journey 11 © Across Health More participants who are just getting started on their digital journey More participants who are just getting started on their digital journey Smarter use of digital dollars (“more bang for the buck”)
  12. 12. Proprietary and Confidential Information The digital dichotomy supports the second hypothesis as you would assume that newcomers start spending conservatively. 12 © Across Health If you oversee a product or marketing budget, which percentage of MARKETING budget is allocated to digital initiatives THIS YEAR? Year 2018 2019 Average 22.1% 19.1% n=110 57% 43%
  13. 13. Proprietary and Confidential Information Hypothesis 3 Hesitation to invest more in the absence of a clear view on ROI and strategic priorities/ roadmap 13 © Across Health Hesitation to invest more in the absence of a clear view on ROI and strategic priorities/ roadmap Hesitation to invest more in the absence of a clear view on ROI and strategic priorities/ roadmap Smarter use of digital dollars (“more bang for the buck”)
  14. 14. Proprietary and Confidential Information On the bright side: In terms of the HARDenablers (technology, resources), many things are in place 14 © Across Health
  15. 15. Proprietary and Confidential Information MC rep technology is omnipresent 15 © Across Health How often do you use the following multichannel Sales tools TODAY? n=198
  16. 16. Proprietary and Confidential Information Most basic channels are now commonplace 16 © Across Health How often do you use the following multichannel Marketing tools TODAY? n=198
  17. 17. Proprietary and Confidential Information Sizeable teams exists at international level How big is your INTERNATIONAL digital team? © Across Health17 n=150
  18. 18. Proprietary and Confidential Information …and at the local level How big is your LOCAL digital team? © Across Health18 n=118
  19. 19. Proprietary and Confidential Information Digital teams are very common at the international level (83%) – but their impact is perceived as low Do you have a central digital team at the INTERNATIONAL level? © Across Health19 n=198
  20. 20. Proprietary and Confidential Information Digital teams at local level are less common, but appear to be more effective (although opinions are clearly divided) Do you have a central digital team at the LOCAL level? © Across Health20 n=198
  21. 21. Proprietary and Confidential Information A significant amount of digital content created by Global/regional teams is wasted – only 20% of local uses more than half it To what extent do you leverage digital content from the Global/Regional teams? © Across Health21 Local: n=98
  22. 22. Proprietary and Confidential Information In terms of the HEART enablers and strategy, things look prominently paler 22 © Across Health HARD enablers HEART enablers VS
  23. 23. Proprietary and Confidential Information ‘Lack of strategy ” is still ranked as the second bottleneck (with more managers (17%) vs directors (11%) finding this an issue); and directors have more issues with “knowing what good looks like” Please allocate 100 points over these potential bottlenecks for digital in your organization (highest number = biggest hurdle) © Across Health23 n=198
  24. 24. Proprietary and Confidential Information Respondents believe that health tech can disrupt the industry (58% “great extent”); but only 7% feels they are prepared (read: have a strategy in place) To what extent do you believe digital technologies will disrupt your industry? © Across Health24 n=198
  25. 25. Proprietary and Confidential Information 86% finds a digital launch component (very) important, but only 34% is (very) satisfied with it; Importance of having a digital component for new product launches © Across Health25 Importance: n=134 Satisfaction: n=63 Satisfaction with the digital component of most recent launch experience
  26. 26. Proprietary and Confidential Information Respondents state their digital teams should focus much more on strategy (+8%) vs enablers like technology 6%) & (tactical) content & campaign development ( 9%). What ARE vs SHOULD BE the key activities of digital teams? © Across Health26 Current: n=168 Ideal: n=198
  27. 27. Proprietary and Confidential Information The key condition for success remains elusive in pharma 27 © Across Health In order to define and execute a solid strategy, you of course need visionary leaders & motivated & skilled staff who know the business and how technology can galvanize/transform it. This is a key condition for success.
  28. 28. Proprietary and Confidential Information The only key enabler missing is the “human” one; skills & attitude Do you feel that you have sufficient knowledge of all the opportunities offered by the internet for your business activities? © Across Health28 n=198
  29. 29. Proprietary and Confidential Information At the same time there’s only 8% who “fully agree” that channel mix has no secrets for them, this clearly calls out the need for more & better capability building. 29 © Across Health Please rate your level of agreement: We have a robust process for channel mix decisions 2016: n=275 2019: n=198
  30. 30. Proprietary and Confidential Information How to fill this gap? Please describe which skill-building formats you would like your organization to provide you to develop your skills for a digital environment. © Across Health30 n=198
  31. 31. Proprietary and Confidential Information Governance and culture are key, too 31 © Across Health To define and execute a solid strategy, leadership, governance and culture play a key role too
  32. 32. Proprietary and Confidential Information 52% of respondents say their company does not encourage risk taking My organization’s culture and/or incentives strongly encourage smart risk-taking in order to innovate and grow © Across Health32 n=198
  33. 33. Proprietary and Confidential Information My organization is effectively developing the types of leaders who have the capabilities to lead our organization in a digital environment … and only 26% say they are developing strong leaders for the digital future. © Across Health33 n=198
  34. 34. 31/07/2019Proprietary and Confidential Information© Across Health34 So where do we go from here?
  35. 35. Proprietary and Confidential Information Across Health believes you need to have 4 key components in place to ensure a successful digital transformation 35 © Across Health Robust quantified burning platform/ business case Multiple “shots to goal”, short time-to-impact first steps Coherent set of key tech/organization/skill enablers solid strategy, roadmap & vision
  36. 36. Proprietary and Confidential Information Designing the strategy for optimal business impact: burning platform, vision & strategy, enablers, and quick wins Across Health has high-impact tools, products and frameworks to support you in all 4 areas Gleicher’s formula for successful change Need for change Need for change Need for change Need for change Clear vision & goals Clear vision & goals Clear vision & goals Clear vision & goals Capability to change Capability to change Capability to change Capability to change Concrete first step Concrete first step Concrete first step Concrete first step Successful change Slow start Lack of coordination Frustration Lack of action 1 2 3 4
  37. 37. Proprietary and Confidential Information37 © Across Health If you have further questions, would like to run your own internal benchmark, are interested in further subanalyses or would like us to organize a presentation or workshop, please contact Sander Geysen
  38. 38. Proprietary and Confidential InformationProprietary and Confidential Information WHERE DO WE GO FROM HERE? Thank you
  39. 39. Proprietary and Confidential Information Appendix –selected Across Health offerings
  40. 40. Proprietary and Confidential Information What is it? Robust pharma benchmark on multichannel trends & industry maturity, boasting over 10 years of a wide variety of actionable data and insights Why is it useful for you? Better understand your company’s digital maturity: • Fact-based as-is assessment to prioritize digital transformation options and design multi-year roadmap • Robust Internal & external benchmarking – are you ahead of the curve? Key metrics Case: Global Maturity Baseline MTM was used to set the baseline across global franchises to get the “As Is” maturity readiness as well as the desired “To Be”. • 9 brand teams involved • 50% Global/50% local split • Key gap areas identified vs industry leaders • Insights prompted the need for clear and immediate action Budget & timelines • 25k€; 1k€ per extra dashboard • 3-4 weeks of lead time for delivery (2 weeks recruitment) Contact Sander Geysen sander.geysen@a-cross.com *32 (0)473 51 72 78 >3k Survey responses over 10 year’s time to benchmark your specific situation 11 Years of historical data - tracking over a decade of digital pharma evolution 16 of the Top 50 pharma have already conducted this study internally Maturometer Benchmarked building blocks for digital transformation www.across.health/multichannel-maturometer
  41. 41. Proprietary and Confidential Information What is it? • Data-rich primary research to drive optimal omnichannel customer engagement – from “share of voice” to “quality of voice” • Uniquely actionable insights on channels, content, context and 3rd-party media • In-depth company benchmarking at the channel level • Multi-channel equivalence (MCQ) compares the relative reach/impact of channels to a ‘gold standard’ Why is it useful for you? • Navigator enables life sciences companies to optimize their omnichannel mix in all key dimensions Key metrics What customers think “The Navigator data provides key insights and drives our multi-channel decisions both on a regional and country level." Head of Commercial Excellence Europe, leading biotech company Budget & timelines • 29-35k for one country/specialty. • HCP datawarehouse – custom pricing Contact Philip Baciaz, VP Customer Insights philip.baciaz@a-cross.com T: +32 9 277 77 62 . www.across.health/navigator 25K HCP responses in our data warehouse 10+ specialties 30+ countries 40+ Companies use Navigator for mix decisions and training Navigator Your compass for omnichannel customer engagement Also for Patients & Payers
  42. 42. Proprietary and Confidential Information Planner Turn strategic omnichannel thinking into practical campaign planning What is it? • A cloud-based, smart and user-friendly planning solution for pharma • Offering an evidence-based, step-by-step approach to plan for optimal customer engagement • Taking into account your business objectives, customer segments and available budget • Guiding towards the most effective channel mix and cadence • Resulting in an actionable marketing/medical plan which is instantly shareable with your peers Why is it useful for you? • Step by step guide to omnichannel planning • Leverage your Omnichannel NavigatorTM data • Facilitates omnichannel campaign execution Timing V1.0 client release 2019 Monthly release schedule Budget & timelines Subscription models • Single country : €15K* • EU5 + regional HQ €55K* • Global: 130K* *Navigator data sets purchased separately; consecutive years: 30% of original pricing Contact Pim Ten Tusscher, Senior Consultant planner@a-cross.com . www.across.health/offering/omnichannel-planner
  43. 43. Proprietary and Confidential Information What is it? • A framework and process for evaluating the health of your omnichannel customer data – channels, assets, customer profiles and KPIs. • As-is baseline with recommendations on how to accelerate into omnichannel customer engagement Why is it useful for you? • Make better informed decisions on the next steps to realize your omnichannel customer engagement vision. • Get a benchmark • Get actionable recommendations no matter at which level of omnichannel maturity you are. Key metrics Case: Omnichannel Baseline • 21 countries and 6 brands participated • Full analysis on CRM, channels & KPIs was performed • Within the same organization, significant differences were observed between countries and therapeutic areas. • One size does not fit all: Tailored recommendations helped tackle the right hurdles for the right country/TA Budget & timelines 27,5k€ for the first, 24k€/additional 5 to 6 weeks of lead time for delivery Contact Christophe Brock, Senior Consultant christophe.brock@a-cross.com +32 495 41 06 51 “Eye opening” 30% … of all CRM data is inaccurate 80+% … of marketers say that company silos obscure a seamless view of campaigns & customers 87% … of marketers consider data the most underused asset Director of Global Marketing Operations, Leading Life Science company Omnichannel health check www.across.health/omnichannel-health-check
  44. 44. Proprietary and Confidential Information eLearning What is it? • Interactive eLearning modules • Packed with useful insights and practical tips on multichannel in pharma • Enriched with business cases and a knowledge quiz per topic • Easily embedded in your company’s learning management system or delivered to you in bespoke environment set up for you. Why is it useful for you? • Enhance channel-specific competencies of your team with e-learning modules Key metrics What customers think “Highly interactive and entertaining way to address a key training need in the industry.” EUCAN training leader, leading biotech company Budget & timelines Enterprise license • per module €20K* • 14 modules €250K* 12 month access for up to 250 users • 14 modules + platform license €175K** *standard pricing – does not include any customization ** 20% license fee from year 2 Delivery typically 3 – 4 weeks Individual licenses via the Across Health eCademy Contact Kenneth Peeters, senior project manager excellerator@a-cross.com T: +32 9 277 77 62 15 modules available with topics ranging from strategy, to channel engagement, measurement and agile mix planning 30 Average number of minutes it takes to complete each module > 1500 Number of pharma professionals who experienced our modules since 2017 Interactive self-learning at your convenience www.across.health/excellerator-capability-building
  45. 45. Proprietary and Confidential Information Channel guides What is it? • Company-specific hands-on guides to “how things are done” at your company, capturing processes, tools and resources. • Playbooks include pragmatic do’s and don’t’s and case studies • Delivered in slide kits or navigable PDF in customized design. Why is it useful for you? • “The devil is in the details”: our channel guides help you to move seamlessly from the overall strategy to flawless execution (“where the rubber hits the road”) Key metrics What customers think These modules really made some things click for me in regards to strategy and planning a multichannel strategy. Thanks again!” UK brand manager Budget & timelines • € 20k per channel guide • Delivery typically within 1 – 2 months Contact Kenneth Peeters, senior project manager excellerator@a-cross.com T: +32 9 277 77 62 . > 10 Key digital channels are available for customization 20 Average number of pages of each channel guide > 2000 Number of pharma professionals who used our channel guides since 2016 Customized hands-on reference guides to leverage channels at scale www.across.health/excellerator-capability-building
  46. 46. Proprietary and Confidential Information Book What is it? • 230+ pages stacked with actionable insights and clear guidelines on omnichannel customer engagement • written by seasoned omnichannel experts Why is it useful for you? Gain in-depth knowledge on how to turn omnichannel customers insights into strategy, execution and impact measurement Key metrics What customers think “The book is of immense value, allowing marketing and brand managers to take more informed decisions about the channel mix." Worldwide Multichannel Marketing Head, GSK Budget & timelines 95 euro Order online here. Delivery typically within 1 week. Take a look inside the book Contact Kenneth Peeters, senior project manager excellerator@a-cross.com T: +32 9 277 77 62 . >2800 Copies sold since first print in 2016 €95 Retail price (excl. shipping) 2018 Second edition www.across.health/excellerator-capability-building
  47. 47. Proprietary and Confidential Information MCM serious game What is it? • Create optimal marketing mix to maximize effectiveness, sales and market share • Interactive serious game with a focus on omnichannel customer engagement • Online turn-based game with multiple teams / players competing against each other along a predefined scenario • Virtual or F2F workshop Why is it useful for you? • Simulations are the next-best thing to real- world implementation • Opportunity to engage key staff across functions and markets in a time-efficient way • Rich learning experience that can be used as part of overall blended learning program Budget Budget: • Pls inquire for full range of options Contact Kenneth Peeters, senior project manager excellerator@a-cross.com T: +32 9 277 77 62 . Apply insights into a dynamic serious gaming environment www.across.health/excellerator-capability-building
  48. 48. Proprietary and Confidential Information Workshops What is it? • Highly interactive in-company workshops led by seasoned topic experts. • Sessions can be tailored by: • Product/TA • Internal audience (mktg, sales, …) • External audience (HCP, patient, payer,…) • Region/country Why is it useful for you? • Develop your omnichannel strategy, execution priorities and KPIs • Get a unique deep dive on the tactics that will work, with evidence-based case studies Key metrics What customers think “Well-structured, clear and interactive course! It makes you re-think established values and opinions, and inspires you to take that next step towards a new approach.” Brand Manager Immunology, Celgene Budget & timelines In-company workshops: • 1 day training: €15K • 2 day training: €20-25K (depending on customization) Public workshops: www.celforpharma.com Contact Kenneth Peeters, senior project manager excellerator@a-cross.com T: +32 9 277 77 62 . 64 Average NPS of our in-company workshops 85% Average score of our trainers > 1500 Pharma professionals were successfully trained in the past 2 years A balanced mix of strategy, industry examples and implementation tips www.across.health/excellerator-capability-building
  49. 49. Proprietary and Confidential Information Healthcare Disruption Tour What is it? • Immerse yourself in the rapidly emerging space of healthcare innovation & disruption • Visit some of the most innovative, interesting and disruptive companies in Silicon Valley Why is it useful for you? • Get a full picture of the health tech landscape • Be inspired by innovation experts • Explore new partnership options • Build an enduring network of innovators • Prioritize actions to stay ahead of the game Key metrics What customers think “This is a tour which will bring you the understanding how a real innovation culture should look like. It give easy access to new innovations and an understanding what the opportunities are when innovation is supported properly. Across Health know how to organize this and to give you a great experience in the future world of healthcare” HDT participant, 2018 Budget & timelines 3 day Public tour: €6,5K* In-house executive HDT (3/4d): €65000* *Excl. flights, accommodation and logistics Contact Raphael Doulat Raphael.doulat@a-cross.com . > 72 Average NPS of our healthcare disruption tours 20 Average number of participants per tour 2020 Our next public tour www.across.health/excellerator-capability-building

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  • joerigaal

    Aug. 12, 2019
  • waelsharaf

    Nov. 25, 2019

Across Health is pleased to present you with the state of the multichannel landscape in life sciences – now in its 11th year. After 3 years of robust growth in digital marketing budgets, 2019 showed a pullback to 2017 levels. We have a couple of hypotheses to explain this surprising finding: 1. Hesitation to invest more in the absence of a clear view on ROI and strategic priorities/roadmap; 2. More participants who are just getting started on their digital journey; 3. A smarter use of digital dollars (“more bang for the buck”); 4. We have reached the end stage of digital transformation in life sciences Across Health firmly believes that the main driver for smaller budgets is option 1. You can find out why in the report.

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