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e-medical excellence at launch

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View recorded webinar: http://bit.ly/1Z5Lwvi

Key topics include:

- Overview of typical launch categories and their key communication drivers and multichannel opportunities
- The 4 main pre-launch stakeholders and how to integrate digital initiatives in a balanced medical mix whilst respecting legal and regulatory guidelines
- eKOLs: Gathering insight and engagement planning
- eHCPs: Channel selection to ensure immersive learning and education
- ePatients: Gathering treatment insight and prepare education & value-focused “beyond the-pill” strategies for launch
- ePayers: Establish value
- Assess the clinical impact of e-medical programmes and how to create KPIs and dashboards to assess the success of your cross-channel activities
- Prepare your organization for emedical excellence through multichannel skills development and enablement for MSLs and internal staff

Published in: Healthcare
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e-medical excellence at launch

  1. 1. Proprietary and Confidential Information Customer-centric Innovation. Strategy & Execution Webinar: The new emedical launch paradigm 26 April 2016
  2. 2. Proprietary and Confidential Information For 85% of all launches, the product trajectory is set in the first 6 months Mckinsey 2012 © Across Health2
  3. 3. Proprietary and Confidential Information Over 60% of launches shows limited differentiation Four launch archetypes © Across Health Strong differentiation Moderateorno differentiation High disease burden Low disease burden 25% 15% 53% 8% Based on a sample of 60 late-stage drugs source: McKinsey Beyond the storm, launch excellence in the new normal 3
  4. 4. Proprietary and Confidential Information …and half of all launches do not achieve expected peak sales and half miss expectations by 50%! © Across Health4
  5. 5. Proprietary and Confidential Information It’s a multistakeholder world… © Across Health5 Patient/ Patient associations KOL eMedical excellence KOL engagement planning Payer Establishing value Create awareness Prescriber Immersive learning and education
  6. 6. Proprietary and Confidential Information Maximize speed of impact 3 main objectives © Across Health6 Share of voice Share of innovationShare of insights Identify trends & visualize networks Amplify & accelerate launch messages using multichannel Stand out by leveraging innovative services + + Continuous measurement and improvement
  7. 7. Proprietary and Confidential Information Maximize speed of impact 3 main objectives © Across Health7 Share of voice Share of innovationShare of insights Identify trends & visualize networks Amplify & accelerate launch messages using multichannel Stand out by leveraging innovative services + + Continuous measurement and improvement
  8. 8. Proprietary and Confidential Information Pre-launch digital insights © Across Health8 KOLs HCPs Patients Payers
  9. 9. Proprietary and Confidential Information© Across Health9 Digital KOL Insights
  10. 10. Proprietary and Confidential Information Digital advisory boards Benefits for advisors • Flexibility of engaging at a time that is convenient to them • Opportunity to participate in thoughtful dialogue with peers • Momentum continues after first event vs “disconnect” after live session (continued ability to communicate and collaborate) • additional time to give more thought to their answers before they contribute to the discussion. • No “red flag” (transparency laws in EU&US): lower incentives vs live sessions 10 83% of participating advisors preferred the experience of a virtual meeting vs. a live-only advisory meeting. © Across Health
  11. 11. Proprietary and Confidential Information Synchronous virtual ad boards: Concept & approach 11 Client areaHCP area Whiteboard area © Across Health
  12. 12. Proprietary and Confidential Information© Across Health12 Digital HCP insights
  13. 13. Proprietary and Confidential Information Key Metrics © Across Health13
  14. 14. Proprietary and Confidential Information >50 Channels Covered offline online  Promo call  DM  Fax  Newsletter  Rep visit  Rep tabllet/iPad  Sample  Promo SMS  Int. SC meeting  Local SC meeting  MSL  MedEd  Phase IV  Educational call  Service center  Patient adherence  Advertisement  Congress booth  TV ad  Medical Journal  International congress  CME  KOL  Colleague  Prof. Association  Patient  Patient Assoc.  Caregiver  Nurse  Pharmacist  Hospital Health Insur  Government  SC Treat Owned Promo Owned Med + Serv Paid Earned  eDetail  eNewsletter  Teledetailing  Twitter  Website  eMedEd  eMSL  Webcast  Smart phone app  eCME  Online conference tp  Banners  Website SC tp  eNewsletter SC tp  ePrescribing  Wikipedia  Online Med Network  Online Med Journal  KOL Webinar  Website pat assoc.  Website prof assoc.  Website health auth © Across Health14
  15. 15. Proprietary and Confidential Information Customers are increasingly digital © Across Health15
  16. 16. Proprietary and Confidential Information Customers are increasingly digital…or should I say: omnichannel? © Across Health16 Across Health Cross-Channel Navigator Europe 2015 Channelimpactrating
  17. 17. Proprietary and Confidential Information Europe: big opportunity for eMedical Across Health CrossChannel Navigator 2015 - GP© Across Health17
  18. 18. Proprietary and Confidential Information18 Digital Patient insights
  19. 19. Proprietary and Confidential Information Social listening Key uses © Across Health19 Valuable Insights Understand customers in ways qualitative and quantitative research can’t reach Key Influencers Identify TA influencers (Digital Opinion Leaders – DOL) both for HCP and patients/carers Potential Innovations Needs that are unsatisfied, or that the product or TA doesn’t currently address
  20. 20. Proprietary and Confidential Information 100% 95% 92% 92% 91% 90% 89% 84% 83% 79% 78% 74% 59% 48% 4% 3% 6% 3% 10% 11% 16% 17% 21% 16% 26% 41% 52% 1% 5% 2% 5% 6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% HCP Caregiver Patient Patients drive online discussion Share of Discussion Contributed by Patient/Caregiver/HCP, by Condition SOURCE: NM Incite analysis; speaker demographics are qualitatively assessed. © Across Health20
  21. 21. Proprietary and Confidential Information But HCPs are getting into the game too... http://www.klick.com/health/news/blog/social/linkedin-hidden-gem-or-health-wasteland/ 1 mio users! © Across Health21
  22. 22. Proprietary and Confidential Information 1% produces content 10% will vote or like the content 89% simply consumes content © Across Health
  23. 23. Proprietary and Confidential Information© Across Health23 Digital Payer insights
  24. 24. Proprietary and Confidential Information Limited insights to date…but huge opportunities/threats in the “innovation” part © Across Health24 Source: Blue Latitude 2011, as presented at Eyeforpharma
  25. 25. Proprietary and Confidential Information But pharma is behind…even more so in medical © Across Health25 How digitally advanced is your sector? Transportation and warehousing Information and comms tech Media Professional services Finance Wholesale trade Oil & Gas Utlities Chemical * Pharma Basic goods manufacturing Mining Educate Real estate Retail trade Entertainment and recreation Health care Government RELATIVE DIGITISATION LOW HIGH Adapted from Data analysis and expert interviews conducted by McKinsey 2016
  26. 26. Proprietary and Confidential Information Maximize speed of impact 3 main objectives © Across Health26 Share of voice Share of innovationShare of insights Identify trends & visualize networks Amplify & accelerate launch messages using multichannel Stand out by leveraging innovative services + + Continuous measurement and improvement
  27. 27. Proprietary and Confidential Information The traditional view - sequencing Physician endorsement Clinical trials Advisory boards Trials: Prelaunch Small KOL base Launch: In-line Large KOL base Build awareness Present trial results Educate peers Refine targeting Improve promotional programs © Across Health27
  28. 28. Proprietary and Confidential Information Traditional channels & customer sequencing vs cross-channel and network effects © Across Health28
  29. 29. Proprietary and Confidential Information The network always WINS! © Across Health29 Patient/ Patient associations KOL eMedical excellence engagement planning Payer Establishing value Create awareness Prescriber Immersive learning and education
  30. 30. Proprietary and Confidential Information Metcalfe’s law (1993) and launch platforms in pharma The value of a (telecommunications) network is proportional to the square of the number of connected users (of the system) (n2) Dollars($) Devices Critical mass crossover © Across Health30
  31. 31. Proprietary and Confidential Information31
  32. 32. Proprietary and Confidential Information Speed is irrelevant if you’re not moving in the right direction.’ M. Gandhi © Across Health32
  33. 33. Proprietary and Confidential Information LaunchPre-clinicalDiscovery Ph II Ph IIIPh I Positive early-stage communications provide foundation for strategic plan Neutral communications until the brand team is appointed (effective communications strategy is then developed from scratch) Uncontrolled, unfocused ‘miscommunications’ have negative impact on the development of strategic plan. Communication ‘Value’ eMedical launch planning © Across Health33
  34. 34. Proprietary and Confidential Information LaunchPre-clinicalDiscovery Ph II Ph IIIPh I Positive early-stage communications provide foundation for strategic plan Communication ‘Value’ eMedical launch planning © Across Health KOL engagement Pt/Pt assoc. engagement HCP engagement Focus for this webinar 34
  35. 35. Proprietary and Confidential Information 4 dimensions for selecting channels © Across Health35 REACH IMPACT COST FEASIBILITY 5th dimension? The Medical Affairs plan – digitise existing activities
  36. 36. Proprietary and Confidential Information >50 Channels Covered offline online  Promo call  DM  Fax  Newsletter  Rep visit  Rep tabllet/iPad  Sample  Promo SMS  Int. SC meeting  Local SC meeting  MSL  MedEd  Phase IV  Educational call  Service center  Patient adherence  Advertisement  Congress booth  TV ad  Medical Journal  International congress  CME  KOL  Colleague  Prof. Association  Patient  Patient Assoc.  Caregiver  Nurse  Pharmacist  Hospital Health Insur  Government  SC Treat Owned Promo Owned Med + Serv Paid Earned  eDetail  eNewsletter  Teledetailing  Twitter  Website  eMedEd  eMSL  Webcast  Smart phone app  eCME  Online conference tp  Banners  Website SC tp  eNewsletter SC tp  ePrescribing  Wikipedia  Online Med Network  Online Med Journal  KOL Webinar  Website pat assoc.  Website prof assoc.  Website health auth © Across Health36
  37. 37. Proprietary and Confidential Information Content first, channels second!! © Across Health37
  38. 38. Proprietary and Confidential Information Importance of 3d-party & earned channels is huge… © Across Health38
  39. 39. Proprietary and Confidential Information The rise of the MSL © Across Health39 • Critical at pre-launch stage • Population growing • Role is appreciated and requested • Role is evolving • Aligned across all channels
  40. 40. Proprietary and Confidential Information The impact of the MSL MSL increased awareness, knowledge Prelaunch Launch Postlaunch Unaided product activity and awareness MSL effect Clinical and regulatory MSL activities Sales and marketing © Across Health40
  41. 41. Proprietary and Confidential Information With whom are you interested in communicating via videoconference or call center? Major opportunity for eMSL 41 © Across Health
  42. 42. Proprietary and Confidential Information But early days still… 42 © Across Health
  43. 43. Proprietary and Confidential Information Len Starnes 2016© Across Health43
  44. 44. Proprietary and Confidential Information Virtual attendees now outnumber physical 44 Len Starnes 2015© Across Health
  45. 45. Proprietary and Confidential Information The 5-day congress is now a 365-day congress Len Starnes 201545
  46. 46. Proprietary and Confidential Information The 5-day congress is now a 365-day congress Len Starnes 201546
  47. 47. Proprietary and Confidential Information Limit of length & depth LENGTHZERO D E P T H © Across Health47
  48. 48. Proprietary and Confidential Information The early bird catches the launch wave Google Trends analysis – US market only © Across Health48 Xarelto Entresto ??
  49. 49. Proprietary and Confidential Information The same picture…for the generic names now Google Trends analysis – US market only © Across Health49 Xarelto Entresto ? ?
  50. 50. Proprietary and Confidential Information Maximize speed of impact 3 main objectives © Across Health50 Share of voice Share of innovationShare of insights Identify trends & visualize networks Amplify & accelerate launch messages using multichannel Stand out by leveraging innovative services + + Continuous measurement and improvement
  51. 51. Proprietary and Confidential Information Find a good balance © Across Health Execute Enhance Experiment • Dashboards • Customer experience • Personalization • Search engine optimization/advertising • Social media optimization • Mobile strategy & tactics • Social strategy & tactics • PHR/EHR strategy • Innovation pilots Upscaling of successful pilots: • enewsletter • Self-service portal • eMedical education • … 10% 30%60% 51
  52. 52. Proprietary and Confidential Information© Across Health52
  53. 53. Proprietary and Confidential Information Data is the new oil Bain Frontline of Healthcare survey 2015 © Across Health53
  54. 54. Proprietary and Confidential Information© Across Health54 Putting it all together in XHRs
  55. 55. Proprietary and Confidential Information “In the future, only companies that use real-world data to demonstrate superior outcomes for new drugs will generate attractive returns” (Bain & Company 2015) © Across Health55
  56. 56. Proprietary and Confidential Information And pharma only sees part of the data...a plan & strategic partnerships should be put in place well before launch 56 © Across Health
  57. 57. Proprietary and Confidential Information Who says elephants can’t dance? © Across Health57
  58. 58. Proprietary and Confidential Information In a matter of months, all COPD players offered a sensor- equipped inhaler © Across Health58
  59. 59. Proprietary and Confidential Information Join us on the Healthcare Disruption Tour 2016!! • • An amazing experience, every minute was worth it! This Tour was an eye opener, there is a before Tour and an after Tour life! • It even surpassed my expectations and reasons why I was joining the tour. • It was a great and enriching experience all round. The companies, your support, the locations as well the other participants. Thoroughly enjoyed it and taking a lot of insights back to my company. • Great how you managed to get us in front of top thinkers/actors! NPS = 71! www.healthcaredisruption.com/signin © Across Health59
  60. 60. Proprietary and Confidential Information Maximize speed of impact 3 main objectives © Across Health60 Share of voice Share of innovationShare of insights Identify trends & visualize networks Amplify & accelerate launch messages using multichannel Stand out by leveraging innovative services + + Continuous measurement and improvement
  61. 61. Proprietary and Confidential Information© Across Health61
  62. 62. Proprietary and Confidential Information© Across Health62
  63. 63. Proprietary and Confidential Information Putting it into perspective…the FMCG approach 63 Direct (channel-related) effects Indirect (TA-related) effects Communication effects ENGAGEMENT CONVERSION Behavioral effects REACH & ADVOCACY ROE (return on engagement) (COST & RETURN) quantitativequalitative © Across Health
  64. 64. Proprietary and Confidential Information Definition of NPS %Promoters 0-6 7-8 9-10 Net Promoter Score (NPS) minus %Detractors Extremely likely Extremely unlikely
  65. 65. Proprietary and Confidential Information Everything comes together in a dashboard Can also be viewed at the customer level © Across Health65
  66. 66. Proprietary and Confidential Information© Across Health66
  67. 67. Proprietary and Confidential Information Maximize speed of impact 3 main objectives © Across Health67 Share of voice Share of innovationShare of insights Identify trends & visualize networks Amplify & accelerate launch messages using multichannel Stand out by leveraging innovative services + + Continuous measurement and improvement
  68. 68. Proprietary and Confidential Information It’s a multistakeholder world… © Across Health68 Patient/ Patient associations KOL eMedical excellence engagement planning Payer Establishing value Establish value Prescriber Immersive learning and education
  69. 69. Proprietary and Confidential Information True multichannel is dis © Across Health69
  70. 70. Proprietary and Confidential Information Questions? © Across Health70

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