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23/04/2019Proprietary and Confidential Information© Across Health1
MTM Snapshot: webinar on digital transformation
April 16, 2019

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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.

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23/04/2019Proprietary and Confidential Information© Across Health3
Our 4i methodology: a virtuous cycle of strategy & execution
STRATEGIC width
TACTICAL depth

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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

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23/04/2019Proprietary and Confidential Information© Across Health5
Technology is eating every industry…
How about healthcare?

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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

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23/04/2019Proprietary and Confidential Information© Across Health7

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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

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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%

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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

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23/04/2019Proprietary and Confidential Information© Across Health11
The first swallows of (digital) spring?

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23/04/2019Proprietary and Confidential Information© Across Health12
Let’s find out…through the first-ever MTM Snapshot on this topic
March 2019

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23/04/2019Proprietary and Confidential Information© Across Health13
The respondents: most are digital/multichannel and
marketing
n= 57
Your function

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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?

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23/04/2019Proprietary and Confidential Information© Across Health15
The good news – there is a virtuous cycle!

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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%

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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%

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23/04/2019Proprietary and Confidential Information© Across Health18
What should be key components of
digital transformation?

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23/04/2019Proprietary and Confidential Information© Across Health19
A comprehensive view on successful change…long before
“digital transformation” became mainstream (Gleicher)

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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

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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

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23/04/2019Proprietary and Confidential Information© Across Health22
And what are the bottlenecks?

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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

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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

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23/04/2019Proprietary and Confidential Information© Across Health25

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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 =

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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”

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23/04/2019Proprietary and Confidential Information© Across Health28
Does pharma know what ’good’ looks like ?

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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

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23/04/2019Proprietary and Confidential Information© Across Health30
Thanks a lot!