Excelling in omnichannel engagement: how-to & industry reference cases

1. 23/09/2019Proprietary and Confidential Information© Across Health1 Excelling in omnichannel engagement: how-to & industry reference cases

2. 23/09/2019Proprietary and Confidential Information© Across Health2 1. The webinar will take around 50 minutes, followed by questions 2. You can submit questions at any time 3. The webinar will be recorded and will be made available on our website after this session (follow up via email) 4. Please give us feedback! • Rate the webinar • Answer the short survey Groundrules

3. 23/09/2019Proprietary and Confidential Information© Across Health3

10. 23/09/2019Proprietary and Confidential Information© Across Health10 Digirati 26% more profitable then industry peers

11. 23/09/2019Proprietary and Confidential Information© Across Health11 The metrics of agile mix planning in pharma today

13. 23/09/2019Proprietary and Confidential Information© Across Health13 The metrics of agile mix planning in pharma today 10% Optimizing the channel mix can increase revenues by 10%. (Source: BCG) ... of pharma staff says they have a robust process for channel mix. (Source: 2019 Across Health Maturometer) ... of specialists are satisfied or very satisfied with pharma’s digital offerings. (Source: Across Health Navigator 2019) ... of pharma’s sales & marketing budget is spent on digital, while over 50% of HCPs prefer a mix of traditional and new channels (Source: IQVIA and the Across Health Navigator) …of all EU5 specialists were approached in a truly MCM way in 2019 (rep + email + remote engagement). (Source: Across Health Navigator 2019) 10% 8% <35% 4.5% 6% The greatest danger in times of turbulence is not the turbulence, it is to act with yesterday’s logic. Peter Drucker 18/09/2019Proprietary and Confidential Information© Across Health12 The metrics of agile mix planning in pharma today 10% Optimizing the channel mix can increase revenues by 10%. (Source: BCG) ... of pharma staff says they have a robust process for channel mix. (Source: 2019 Across Health Maturometer) ... of specialists are satisfied or very satisfied with pharma’s digital offerings. (Source: Across Health Navigator 2019) ... of pharma’s sales & marketing budget is spent on digital, while over 50% of HCPs prefer a mix of traditional and new channels (Source: IQVIA and the Across Health Navigator) …of all EU5 specialists were approached in a truly MCM way in 2019 (rep + email + remote engagement). (Source: Across Health Navigator 2019) 10% 8% <35% 4.5% 6% Thegreatest danger in timesof turbulenceisnot theturbulence, it isto act with yesterday’slogic. Peter Drucker

15. 23/09/2019Proprietary and Confidential Information© Across Health15 Please allocate 100 points over these potential bottlenecks for digital in your organization (highest number = biggest hurdle) MTM 2019 Results

19. 23/09/2019Proprietary and Confidential Information© Across Health19 The Missing Toolbox https://www.across.health/missing-toolbox SUBSCRIBE

22. 23/09/2019Proprietary and Confidential Information© Across Health22 Teach me how to create an omnichannel strategy? 6-step approach: strategy first, tactics later

23. 23/09/2019Proprietary and Confidential Information© Across Health23 aa Teach me how to create an omnichannel strategy? 6-step approach: strategy first, tactics later

24. 23/09/2019Proprietary and Confidential Information© Across Health24 GP Checkup Visit GP Specific Visit Specialist Specific Visit Anamnesis without Test Anamnesis with basic test Anamnesis with basic test Anamnesis with extended Tests Disease Chronic Non- Chronic TC1 Disease Refer TC2 TC3 TC4 TC5 TC2 TC3 TC4 TC5 TC2 TC4 TC2 TC3 TC5 T2TC4 TC5 Other disease Disease Mild Inter- mittent SevereModerate Other Brand Other disease Other Brand Other Brand Other Brand Anamnesis with extended Tests Other Brand 300 750 260 200 830 45 10 250 140 90 240 600 120 40 20 70 10 140 30 10 30 20 130 40 30 40 25 15 5 15 45 10 15 10 Total Brand 45 Origination Treatmentand ClassChoice1 BrandChoice Diagnosis DiseaseBuyingProcess for NewPatients, (‘000 Patient Visits) 30 10 60 10 1510 10 5 5 5 TC=Treatment Class Spotting opportunities is looking at leverage/leakage points

26. 23/09/2019Proprietary and Confidential Information© Across Health26 GPs Specialists Pharmacists NursesPatients A B C A B C C1, C2, C3 Segment & A/B shift

27. 23/09/2019Proprietary and Confidential Information© Across Health27 Source:”Healthy lifestyle community” IFRC

28. 23/09/2019Proprietary and Confidential Information© Across Health28 Step 3: What content/services to I need to inflict change?

29. 23/09/2019Proprietary and Confidential Information© Across Health29 Reference case: web content planning for mature products

30. 23/09/2019Proprietary and Confidential Information© Across Health30 May June July Aug Sep Oct Nov Dec InSites study Lifestyle & eating needneed Correct information frustr Medication amnesia frustr Stay fit exercises Product price -11% € Looking backESC congress Hyp. brochure Product info “The original” Product info Editorial Work-out Product info “Memory” Product info Editorial Congress report Product info Recipes Product info KOL videos X-mas card Product info Editorial MONTHLY THEMES ARTICULATION OF THEMES CHANNELS call center email website banners edetail aid email website banners ad email website DM Kyp banners email website DM Cruickshank banners email website memory game DM recipes banners email website banners ad email website Press release email website call center banners ad Press release Stay fit exercises X-mas cardKOL videos

32. 23/09/2019Proprietary and Confidential Information© Across Health32 Balance between product, patient, serious & playful

33. 23/09/2019Proprietary and Confidential Information© Across Health33 EOY recipes by Michelin star chefs in collaboration with dietician & endorsed by patient association

34. 23/09/2019Proprietary and Confidential Information© Across Health34 Offered as patient support service to HCP, by email and online.

35. 23/09/2019Proprietary and Confidential Information© Across Health35 Recipe booklets can be ordered online

36. 23/09/2019Proprietary and Confidential Information© Across Health36 Step 4: Channels!

37. 23/09/2019Proprietary and Confidential Information© Across Health37 Evolution of the desk (1980-2014) Source: Harvard innovation center

38. 23/09/2019Proprietary and Confidential Information© Across Health38 –FullCustomerEngagement– Recipe CorrectChannelsMix DashofrightFrequency Themeasureof yourCustomers SomespicyContent ApinchofContext Asplashof3rd PartyMedia AndahandleonwhattheCompetitionaredoing Channels Frequency Customers Content Context 3rd Party Competition Omnichannel success recipe

40. 23/09/2019Proprietary and Confidential Information© Across Health40 SEAMLESS INTEGRATION FOR FULL CUSTOMER EXPERIENCE RIGHT CONTEXT RIGHT CONTENT STEP 1 COMPETITOR BENCHMARK RIGHT CHANNELS RIGHT CUSTOMER RIGHT FREQUENCY RIGHT 3rd PARTY MEDIA STEP 2 STEP 3 STEP 4 SIGNATURE CUSTOMER EXPERIENCE NEW Compass to omnichannel success

41. 23/09/2019Proprietary and Confidential Information© Across Health41 Picking the right channel...

42. 23/09/2019Proprietary and Confidential Information© Across Health42 A Multichannel Equivalent (MCQ) = a combination of multichannel interactions with a target customer that equals the impact of “the gold standard in pharma”, ie, 1 rep visit or an MSL visit. ...made easy!

43. 23/09/2019Proprietary and Confidential Information© Across Health43 In order to excel...you need to benchmark! HCPs exposed to the channel were asked to distribute 100 points to no more than 3 companies.Channel score = total points scored over maximumpossible points (i.e. #HCPs x100 points). See metrics section for more details. Platinum

44. 23/09/2019Proprietary and Confidential Information© Across Health44 • Loss of exclusivity for a major brand in the oral contraceptive segment • Target group Obstetrician-Gynaecologists (ObGyns) in Germany • 60% reduction of fieldforce to reduce promotional cost and manage P&L • Ambition to maintain market share despite significant reduction of F2F promotion • Orchestration of an MCM campaign to substitute for the lost F2F visits by increasing the reach and frequency of brand communications and building a deeper engagement with target customers • Focus of the campaign on leveraging cost-effective channels with multiple customer touchpoints and high- quality content to drive customer behavioural change How to define and execute a high-impact MCM campaign to substitute for the loss of 60% F2F promotional efforts and maintain sales of impacted brand? • Channel mix selection was done based on the Navigator data for Gynaecologists in Germany • Campaign flow was developed across seven content waves • Generation of customer consent by leveraging eRep promo call • Each channel included link to landing page that provided access to high-quality content for physicians • Each wave focused on specific scientific communication building blocks • KPIs/metrics were set up to monitor customer acquisition, engagement and conversion • Continued campaign optimization was done based on insights gained from the KPI dashboard Despite the 60% sales force reduction and a maturing market with generic competition, an increase in brand awareness and stable product sales were achieved with a significantly lower promotional cost. Client case 1 Case Study 1: Development and orchestration of an MCM campaign to substitute F2F interactions Context Business challenge Approach Business Impact

45. 23/09/2019Proprietary and Confidential Information© Across Health45 What’s next?

46. 23/09/2019Proprietary and Confidential Information© Across Health46 Step 5: Prioritization & planning

47. 23/09/2019Proprietary and Confidential Information© Across Health47 Trial and error?

48. 23/09/2019Proprietary and Confidential Information© Across Health49 Set ambition, simulate impact, plan & deploy Data-driven, self-service omnichannel planning for life sciences ✓ Leverage your Omnichannel NavigatorTM data ✓ Quantify your campaign plans in terms of MCQ and budget ✓ In line with the Across Health campaign planning methodology ✓ Single instance - growth platform ✓ Frequent product releases ✓ Tiered set-up: Single country | EU5 + (regional) HQ| Global +HQ Turn strategic omnichannel thinking into practical campaign planning C L O U D NavigatorTM D A T A

49. 23/09/2019Proprietary and Confidential Information© Across Health50 Adjust segmentation,audience size, channel reach and cost per channel instance Apply content/contexttagging to identify and categorize your initiatives Keep track of your MCQ target & budget spending

50. 23/09/2019Proprietary and Confidential Information© Across Health51 Case Study 2: Development and orchestration of an MCM campaign to substitute F2F interactions Context • Discontinuation of sales forces in selected GP segments for 2 mature, yet on-patent, brands in Germany • Due to stop of F2F promotion 70k rep visits had been lost and needed to be replaced by digital only • Design & execution of an MCM campaign to reach similar MCQs (weighted multichannel interactions) • Focus on 10k GP prescribers • Improvement of brand engagement across customers Business challenge How to define and execute a high impact MCM campaign to substitute for the loss of 70k rep visits and maintain sales of impacted brands? Approach • A channel mix capable of compensating the loss of 70k visits was designed based on the unique Navigator data and the MCQ concept • The MCQ concept enables to compare “apples with apples”, ie add up different channels based on their impact vs the rep standard • Over 100k multichannel interactions were planned to achieve the 70K MCQs that were needed • A message journey was defined based on brand imperatives • Content building blocks were prepared • Across Health orchestrated the full campaign including continuous optimization based on real-time insights • A comprehensive dashboard solution was designed to track the execution and success of the campaign Business Impact Both brands performed 20% and 13% better than expected sales respectively and also outperformed F2F-only group -- at a cost ofonly 20% of a full dedicated rep effort. Client case 2

55. 23/09/2019Proprietary and Confidential Information© Across Health57 WEBSITE ANALYTICS CHANNEL ANALYTICS The very basics

56. 23/09/2019Proprietary and Confidential Information© Across Health58 Behavioral objectives (Visitor Engagement Approach) Engagement per channel The next level

57. 23/09/2019Proprietary and Confidential Information© Across Health59 Challenge: 1) Patients with moderate to severe psoriasis were visiting their GP rather than a specialist to discuss treatment 2) GPs had only limited awareness of the full set of treatment options available to patients with moderate to severe psoriasis 3) Specialists are considered to be the go-to person for patients Tactic: A patient disease website 1) A disease website for patients to learn more about the different treatment options 2) Guiding patients to specialists rather than GPs in case of uncertainty of being on the right treatment Case study: Web engagement of psoriasis patients

58. 23/09/2019Proprietary and Confidential Information© Across Health60 The visitor engagement dimension 8% 41% 32% 19% 9% 32% 40% 19% Go to a dermatologist and discuss the treatment option I picked in the previous question Go to my GP and discuss the treatment option I picked in the previous question Learn more about the treatment option I picked in the previous question Nothing, I'm convinced that I already have the best treatment option for me Did not interact with key pages Did interact with key pages Opposite outcome?! No impact Question asked to those who are in the target group of patients (severe psoriasis) n=76 n=83

59. 23/09/2019Proprietary and Confidential Information© Across Health61 Evaluation of key content & conversion pages • Is our key message visible enough? • Did we explain well what is the importance of talking to a specialist? • Are we providing too little or too much information on our key pages? Evaluation outcome: The key messages were present on the target pages, however they were not prominently present/visible. The page containing this key message was lenghty, providing too much information. Adjustments to the website were made to make the message more visible, and the survey was launched a second time on the website to reassess the content’s effectiveness.

60. 23/09/2019Proprietary and Confidential Information© Across Health62 Tweeking and re-evaluating 19% 27% 34% 20% 8% 37% 33% 22% Go to a dermatologist and discuss the treatment option I picked in the previous question Go to a my doctor and discuss the treatment option I picked in the previous question Learn more about the treatment option I picked in the previous question Nothing, I'm convinced that I already have the best treatment option for me Did not interact with key pages Did interact with key pages Indication of positive impact on mindset Question asked to those who are in the target group of patients (severe psoriasis) n=67 n=91

61. 23/09/2019Proprietary and Confidential Information© Across Health63 Multichannel campaign Scoring algorithm NEXT BEST VISIT + = Reading an email +0,2 Read a webpage +0,4 Call accepted +0,2 Watch video +1,1 Act upon DM +0,7 Watch webinar +1,2 Case study: synergizing effect of integrated MC approach for a growth product (Med tech)

63. 23/09/2019Proprietary and Confidential Information© Across Health65 Results OBJECTIVE 2: Establishing the business case for MC promotion 13% 30% 10% 0% 5% 10% 15% 20% 25% 30% 35% Referral uptake (+%) by type of promotion MCM only MCM + REP REP only

64. 23/09/2019Proprietary and Confidential Information© Across Health66 Placeholder slide https://www.across.health/offering/omnichannel-plannerhttps://www.across.health/offering/navigator https://www.across.health/offering/multichannel-maturometer https://www.across.health/missing-toolbox

65. 23/09/2019Proprietary and Confidential Information© Across Health67 Thank you! If you have further questions or would like to have more information about certain topics, please contact Jan Keuppens

Excelling in omnichannel engagement: how-to & industry reference cases

You are reading a preview.

Check these out next

Excelling in omnichannel engagement: how-to & industry reference cases

More Related Content

Similar to Excelling in omnichannel engagement: how-to & industry reference cases (20)

More from Across Health (20)

Recently uploaded (20)

Excelling in omnichannel engagement: how-to & industry reference cases