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23/04/2019Proprietary and Confidential Information© Across Health1
MTM Snapshot: webinar on digital transformation
April 16, 2019
23/04/2019Proprietary and Confidential Information© Across Health2
Across Health is a pragmatic, end-to-end
boutique consultancy and trusted advisor
to senior leaders of innovative multinational
healthcare organizations.
With a focus on customer engagement in the digital age, we partner with
our clients to design, develop, execute and measure pragmatic, evidence-
based omnichannel customer engagement strategies and companywide
digital innovation and transformation programmes – for the short,
medium and long term.
23/04/2019Proprietary and Confidential Information© Across Health3
Our 4i methodology: a virtuous cycle of strategy & execution
STRATEGIC width
TACTICAL depth
23/04/2019Proprietary and Confidential Information© Across Health4
Across Health is taking the pulse of the industry…
…annually and quarterly
• Annual digital maturity survey
• N = 250+
• Coming up in April for the 11th time
• Slideshare.net/acrosshealth (2018)
• Can be run internally too
• Quarterly minisurvey on 1 topic
• N = 50+
• Fielding & reporting in < month
• First topic: Digital transformation
23/04/2019Proprietary and Confidential Information© Across Health5
Technology is eating every industry…
How about healthcare?
23/04/2019Proprietary and Confidential Information© Across Health6
Big tech is eyeing healthcare now as well…
“The healthcare system is complex and the
companies are entering “into this challenge
open-eyed about the degree of difficulty.”
Jeff Bezos 2018
23/04/2019Proprietary and Confidential Information© Across Health7
23/04/2019Proprietary and Confidential Information© Across Health8
So, what is “digital transformation” (DT), really?
“Digital business transformation is the
process of exploiting digital technologies and
supporting capabilities to create a robust
new digital business model”
Gartner 2019
23/04/2019Proprietary and Confidential Information© Across Health9
The 2018 view on DT for Life Sciences (Across Health Maturometer)
How would you rate the pace of implementation of digital transformation in your organization?
n=113 (Global/Regional);
n= 114 (National/Local)
3%
2%
15%
18%
32%
21%
44%
50%
6%
9%
National/Local
Global/Regional
Very fast Fast About right Slow Very Slow
50%
23/04/2019Proprietary and Confidential Information© Across Health10
But something’s moving: in 2018, digital MARKETING budgets
exceeded 20% of total spend for the first time
n for 2018= 73
European Scope
If you oversee a product or marketing budget, which percentage of MARKETING budget
is allocated to digital initiatives THIS YEAR?
14.8%
16.0%
15.6%
15.1%
15.7%
18.9%
21.5%
08%
10%
12%
14%
16%
18%
20%
22%
24%
2012 2013 2014 2015 2016 2017 2018
23/04/2019Proprietary and Confidential Information© Across Health11
The first swallows of (digital) spring?
23/04/2019Proprietary and Confidential Information© Across Health12
Let’s find out…through the first-ever MTM Snapshot on this topic
March 2019
23/04/2019Proprietary and Confidential Information© Across Health13
The respondents: most are digital/multichannel and
marketing
n= 57
Your function
23/04/2019Proprietary and Confidential Information© Across Health14
About 50% have been engaged in a digital
transformation programme for >1 year
n= 57
Is your company currently engaged in a digital transformation programme?
23/04/2019Proprietary and Confidential Information© Across Health15
The good news – there is a virtuous cycle!
23/04/2019Proprietary and Confidential Information© Across Health16
> 1 year n= 27
6-12 months n=19
< 6 months n=11
The longer a digital transformation programme is
running, the greater the impact
Impact: Segmented by stage
50%
23/04/2019Proprietary and Confidential Information© Across Health17
Those who have had a digital transformation process
running for >1 year are substantially more satisfied
> 1 year n= 27
6-12 months n=19
< 6 months n=11
Satisfaction: Segmented by stage
50%
23/04/2019Proprietary and Confidential Information© Across Health18
What should be key components of
digital transformation?
23/04/2019Proprietary and Confidential Information© Across Health19
A comprehensive view on successful change…long before
“digital transformation” became mainstream (Gleicher)
23/04/2019Proprietary and Confidential Information© Across Health20
Quick poll 1
• What is the most important component of a transformation strategy?
• As-is assessment (internal & external)
• Capabilities
• Change management
• KPIs/dashboards
• Technology
• Business case development
• Other
23/04/2019Proprietary and Confidential Information© Across Health21
Technology and change management become less important
over time, while processes and KPIs gain importance.
Capabilities is rated consistently in the top 2
> 1 year n= 27
6-12 months n=19
< 6 months n=11
Components of digital transformation: Segmented by stage
23/04/2019Proprietary and Confidential Information© Across Health22
And what are the bottlenecks?
23/04/2019Proprietary and Confidential Information© Across Health23
Quick poll 2
• What is the most important BOTTLENECK of a transformation strategy?
• Skill gap
• Lack of internal engagement
• No clear ambition or roadmap
• Fragmented or duplicate efforts
• No technical platform
• Lack of board support
23/04/2019Proprietary and Confidential Information© Across Health24
Skills gap and lack of internal engagement are
consistently the top bottlenecks
> 1 year n= 27
6-12 months n=19
< 6 months n=11
Components of digital transformation: Segmented by stage
23/04/2019Proprietary and Confidential Information© Across Health25
23/04/2019Proprietary and Confidential Information© Across Health26
A comprehensive digital strategy is by definition “dual” and should
cover both “digitizing the core” (omnichannel) and “innovation”
(digital health)
Digitizing the core Developing innovative digital
health business models
+DIGITAL
TRANSFORMATION =
23/04/2019Proprietary and Confidential Information© Across Health27
Checklist for a successful digital transformation strategy
8 features of a balanced digital strategy (Bain 2017):
1 NOT…Planning to plan “heavy on enablers, unclear business value”
2 NOT…Pure experimentation “heavy on business apps, lacking enablers to scale”
3 NOT…Blind spots “underinvestment in certain areas”
4 NOT…Scattershot “lots of small investments with no coherent strategy”
5 NOT…Nearsighted “investments weighted to the short term”
6 NOT…Farsighted “investments weighted to the long term”
7 NOT…Big brother “excessive centralization, lack of business ownership”
8 NOT…Islands “high decentralization, duplication of investments”
23/04/2019Proprietary and Confidential Information© Across Health28
Does pharma know what ’good’ looks like ?
23/04/2019Proprietary and Confidential Information© Across Health29
A unique mix of online & offline capability building
blocks, including elearning, workshops & serious game
Run your own internal as-is assessment and
benchmark with the industry average & leaders
Industry-leading primary research into channel,
content, context and competition trends – for HCPs,
patients and payers
Some of our building blocks to accelerate DT @ your company
https://www.across.health/offerings
23/04/2019Proprietary and Confidential Information© Across Health30
Thanks a lot!

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Multichannel Maturometer Snapshot: Digital Transformation webinar

  • 1. 23/04/2019Proprietary and Confidential Information© Across Health1 MTM Snapshot: webinar on digital transformation April 16, 2019
  • 2. 23/04/2019Proprietary and Confidential Information© Across Health2 Across Health is a pragmatic, end-to-end boutique consultancy and trusted advisor to senior leaders of innovative multinational healthcare organizations. With a focus on customer engagement in the digital age, we partner with our clients to design, develop, execute and measure pragmatic, evidence- based omnichannel customer engagement strategies and companywide digital innovation and transformation programmes – for the short, medium and long term.
  • 3. 23/04/2019Proprietary and Confidential Information© Across Health3 Our 4i methodology: a virtuous cycle of strategy & execution STRATEGIC width TACTICAL depth
  • 4. 23/04/2019Proprietary and Confidential Information© Across Health4 Across Health is taking the pulse of the industry… …annually and quarterly • Annual digital maturity survey • N = 250+ • Coming up in April for the 11th time • Slideshare.net/acrosshealth (2018) • Can be run internally too • Quarterly minisurvey on 1 topic • N = 50+ • Fielding & reporting in < month • First topic: Digital transformation
  • 5. 23/04/2019Proprietary and Confidential Information© Across Health5 Technology is eating every industry… How about healthcare?
  • 6. 23/04/2019Proprietary and Confidential Information© Across Health6 Big tech is eyeing healthcare now as well… “The healthcare system is complex and the companies are entering “into this challenge open-eyed about the degree of difficulty.” Jeff Bezos 2018
  • 7. 23/04/2019Proprietary and Confidential Information© Across Health7
  • 8. 23/04/2019Proprietary and Confidential Information© Across Health8 So, what is “digital transformation” (DT), really? “Digital business transformation is the process of exploiting digital technologies and supporting capabilities to create a robust new digital business model” Gartner 2019
  • 9. 23/04/2019Proprietary and Confidential Information© Across Health9 The 2018 view on DT for Life Sciences (Across Health Maturometer) How would you rate the pace of implementation of digital transformation in your organization? n=113 (Global/Regional); n= 114 (National/Local) 3% 2% 15% 18% 32% 21% 44% 50% 6% 9% National/Local Global/Regional Very fast Fast About right Slow Very Slow 50%
  • 10. 23/04/2019Proprietary and Confidential Information© Across Health10 But something’s moving: in 2018, digital MARKETING budgets exceeded 20% of total spend for the first time n for 2018= 73 European Scope If you oversee a product or marketing budget, which percentage of MARKETING budget is allocated to digital initiatives THIS YEAR? 14.8% 16.0% 15.6% 15.1% 15.7% 18.9% 21.5% 08% 10% 12% 14% 16% 18% 20% 22% 24% 2012 2013 2014 2015 2016 2017 2018
  • 11. 23/04/2019Proprietary and Confidential Information© Across Health11 The first swallows of (digital) spring?
  • 12. 23/04/2019Proprietary and Confidential Information© Across Health12 Let’s find out…through the first-ever MTM Snapshot on this topic March 2019
  • 13. 23/04/2019Proprietary and Confidential Information© Across Health13 The respondents: most are digital/multichannel and marketing n= 57 Your function
  • 14. 23/04/2019Proprietary and Confidential Information© Across Health14 About 50% have been engaged in a digital transformation programme for >1 year n= 57 Is your company currently engaged in a digital transformation programme?
  • 15. 23/04/2019Proprietary and Confidential Information© Across Health15 The good news – there is a virtuous cycle!
  • 16. 23/04/2019Proprietary and Confidential Information© Across Health16 > 1 year n= 27 6-12 months n=19 < 6 months n=11 The longer a digital transformation programme is running, the greater the impact Impact: Segmented by stage 50%
  • 17. 23/04/2019Proprietary and Confidential Information© Across Health17 Those who have had a digital transformation process running for >1 year are substantially more satisfied > 1 year n= 27 6-12 months n=19 < 6 months n=11 Satisfaction: Segmented by stage 50%
  • 18. 23/04/2019Proprietary and Confidential Information© Across Health18 What should be key components of digital transformation?
  • 19. 23/04/2019Proprietary and Confidential Information© Across Health19 A comprehensive view on successful change…long before “digital transformation” became mainstream (Gleicher)
  • 20. 23/04/2019Proprietary and Confidential Information© Across Health20 Quick poll 1 • What is the most important component of a transformation strategy? • As-is assessment (internal & external) • Capabilities • Change management • KPIs/dashboards • Technology • Business case development • Other
  • 21. 23/04/2019Proprietary and Confidential Information© Across Health21 Technology and change management become less important over time, while processes and KPIs gain importance. Capabilities is rated consistently in the top 2 > 1 year n= 27 6-12 months n=19 < 6 months n=11 Components of digital transformation: Segmented by stage
  • 22. 23/04/2019Proprietary and Confidential Information© Across Health22 And what are the bottlenecks?
  • 23. 23/04/2019Proprietary and Confidential Information© Across Health23 Quick poll 2 • What is the most important BOTTLENECK of a transformation strategy? • Skill gap • Lack of internal engagement • No clear ambition or roadmap • Fragmented or duplicate efforts • No technical platform • Lack of board support
  • 24. 23/04/2019Proprietary and Confidential Information© Across Health24 Skills gap and lack of internal engagement are consistently the top bottlenecks > 1 year n= 27 6-12 months n=19 < 6 months n=11 Components of digital transformation: Segmented by stage
  • 25. 23/04/2019Proprietary and Confidential Information© Across Health25
  • 26. 23/04/2019Proprietary and Confidential Information© Across Health26 A comprehensive digital strategy is by definition “dual” and should cover both “digitizing the core” (omnichannel) and “innovation” (digital health) Digitizing the core Developing innovative digital health business models +DIGITAL TRANSFORMATION =
  • 27. 23/04/2019Proprietary and Confidential Information© Across Health27 Checklist for a successful digital transformation strategy 8 features of a balanced digital strategy (Bain 2017): 1 NOT…Planning to plan “heavy on enablers, unclear business value” 2 NOT…Pure experimentation “heavy on business apps, lacking enablers to scale” 3 NOT…Blind spots “underinvestment in certain areas” 4 NOT…Scattershot “lots of small investments with no coherent strategy” 5 NOT…Nearsighted “investments weighted to the short term” 6 NOT…Farsighted “investments weighted to the long term” 7 NOT…Big brother “excessive centralization, lack of business ownership” 8 NOT…Islands “high decentralization, duplication of investments”
  • 28. 23/04/2019Proprietary and Confidential Information© Across Health28 Does pharma know what ’good’ looks like ?
  • 29. 23/04/2019Proprietary and Confidential Information© Across Health29 A unique mix of online & offline capability building blocks, including elearning, workshops & serious game Run your own internal as-is assessment and benchmark with the industry average & leaders Industry-leading primary research into channel, content, context and competition trends – for HCPs, patients and payers Some of our building blocks to accelerate DT @ your company https://www.across.health/offerings
  • 30. 23/04/2019Proprietary and Confidential Information© Across Health30 Thanks a lot!

Editor's Notes

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