The document discusses the challenges and opportunities for digitally-enabled product launches in the biopharmaceutical industry, highlighting a current lack of strategy and skills as barriers to effective omnichannel engagement. It presents findings from a snapshot survey focused on the importance of digital channels, the perceived benefits of a digitally-enabled launch, and the overall dissatisfaction with digital components in recent launches. The document emphasizes the need for a robust digital strategy and greater internal alignment to optimize product launch effectiveness and enhance customer engagement.

1. Digital at launch
November 2019

2. Proprietary and Confidential Information2 © Across Health
• The Across Health Maturometer Snapshot is a
new insight series providing focused results on
the industry’s take on hot topics in digital
• As such, it is a complement to the annual and
more extensive Multichannel Maturometer,
which has tracked the industry’s digital
readiness over the last 11 years
• This Snapshot focused on the hot topic of
“digitally-enabled product launches”
• The online-survey was open for participation
in September 2019

3. Proprietary and Confidential Information3 © Across Health

4. Proprietary and Confidential Information4 © Across Health

5. Proprietary and Confidential Information
While the number of FDA approved drugs on average increased
YoY and achieved an all-time record high in 2018 with 59
approvals…
5 © Across Health
24 26
21
30
39
27
41
45
22
46
59
20122008 2009 20112010 2015 201720142013 2016 2018
+9%
Number of FDA approved drugs

6. Proprietary and Confidential Information
… there has never been a more challenging time for product
launches in the biopharmaceutical industry
6 © Across Health
2008 2013 2018
1,62
1,45
1,19
-27%
-10%
Industry returns on R&D investments (USD)*
* Income before taxes per 1USD R&D spend;
Top 10 pharmaceutical companies
Challenges on the
traditional model
• Market access is getting tougher
• Health budgets under deficit
driving generic/biosimilar penetration
• Some markets (e.g. Oncology) getting
hypercompetitive and crowded
• F2F access restrictions to HCPs, in
particular in Specialty Care
• Still low adoption of digital channels
Doing more with less
Source: EvaluatePharma, Across Health analysis

7. Proprietary and Confidential Information
In an era when digital has become the New Normal, the unique
opportunity of digital should be leveraged to the fullest extent; but is it
already the case for new product launches, in particular as the 6-12
month launch window is so critical for later product sales trajectory?
7 © Across Health
65%
of launches that
exceeded forecast in
year 1, continued to do
so in the second
year
78%
of launches that lagged
forecast in year 1,
continued to do
so in the second
year
Source: EvaluatePharma/McKinsey analysis

8. Proprietary and Confidential Information
The medical data explosion and customer access restrictions
A challenging mix for BioPharma to cut through the noise in a launch phase
1980 1985 1990 1995 2000 2005 2010 2015 2020 2025 2030
64%
59%
>80%
33ZB
175ZB
2555 1278 73
Rate at which medical information doubles (days)
Total Global datasphere
Access to HCPs (% reach)
Key challenges for BioPharma
• HCPs are and will continue to be exposed
to ever-increasing amounts of data from
diverse sources of information
• At the same time access to HCPs via the
traditional F2F channel is further declining
• BioPharma must find efficient and
effective ways to cut through the noise,
maximising the impact of resources
available
• Pharma launches are also experiencing a
reduction in budget and resources →
more emphasis needed to efficiently
engage customer, optimising priority
channels and orchestrating of valuable
content and solutions
• Imperative to ready the market with
educational content about the disease
area and the product value proposition
that addressed the unmet need to make
the intended target group better
informed and receptive to the brand value
story
Ever increasing volume of content
while access to Specialists continue to further decline
Navigator
EU 5 Oncologists
Source: Across Health analysis

9. Proprietary and Confidential Information
Profile of the Maturometer Snapshot respondents
9 © Across Health
83%
7%
7%
Other
Pharmaceutical/Biotech
2%
OTC & Consumer Health
Medical devices
2%
Generics
Industry
55%
26%
19%
Regional HQ
National/local
Global HQ
52%
33%
9%
7%VP/EVP/C-level
Manager
Director
Other
Geographic Scope
Management Level
52%
22%
7%
15%
Digital/Multichannel
Marketing
Market Research
Sales
4%
Other
Function
n=46

10. Proprietary and Confidential Information10 © Across Health

11. Proprietary and Confidential Information11 © Across Health

12. Proprietary and Confidential Information12
Results
© Across Health

13. Proprietary and Confidential Information
70% has significant experience (2 or more digitally supported
launches); 30% has limited or no experience with digital at
launch
How many digitally-enabled product launches have you worked on in the past?
n=46

14. Proprietary and Confidential Information
Lack of strategy (18%) and skills (17%) are the main barriers to
orchestrate an omnichannel launch; only 4% believes there are
no hurdles
Please distribute 100 points across your top-3 barriers
to orchestrate a digitally -enabled product launch
n=46

15. Proprietary and Confidential Information
Lack of a robust digital strategy, shortage of internal capabilities
and time, missing burning platform are perceived as much more
important barriers by the low-experience group
Please distribute 100 points across your top-3 barriers
to orchestrate a digitally -enabled product launch
n=46

16. Proprietary and Confidential Information
Senior levels generally feel more confident about the digital
component of their launch strategy, internal skills and the need
to add digital
Please distribute 100 points across your top-3 barriers
to orchestrate a digitally -enabled product launch
n=46

17. Proprietary and Confidential Information
Key perceived benefits of a digitally-enabled launch include
better customer engagement, higher reach & frequency, and
“surround sound” for key offline events
Please distribute 100 points across your top-3 benefits
to orchestrate a digitally -enabled product launch
n=46

18. Proprietary and Confidential Information
Interesting differences in the perceived benefits of a digitally-
enabled launch between the different groups
Please distribute 100 points across your top-3 benefits
to orchestrate a digitally -enabled product launch
0 5 10 15 20
% of respondents
High Experience
Low Experience
HQ
Local
n=46

19. Proprietary and Confidential Information
Truly crossfunctional customer-centric omnichannel planning &
execution is not in place; only 15% states to have full internal
alignment
How internally aligned is your company for a digital engagement plan at product launch?
n=46

20. Proprietary and Confidential Information
How internally aligned is your company for a digital engagement plan at product launch?
Low experience teams are more likely to have a digital
engagement plan for commercial only due to a lower priority
for Medical and Market Access
n=46

21. Proprietary and Confidential Information
In terms of channels, eMedical education tops the ranks;
remote engagement, SEA/SEO and 3rd party newsletter
interestingly ranked low
Which of the following digital channels are most effective when launching a new product?
(Rank your top 3)
n=46

22. Proprietary and Confidential Information
Interesting differences in terms of channel importance from
industry and HCP perspective illustrating the need to properly
understand customer preferences
0
5
10
15
20
25
30
35
40
45
50
55
60
65
0,4 0,6 0,8 1,00,2 1,2 1,4 1,6 1,8
3rd party eNewsletter
Multichannel Equivalent (MCQ)
Reach(%)
Rep/KAM
eMedical education
approved email
remote engagement
3rd party website
Pharma webinar
Industry perspective HCP perspective
Across Health Navigator data
N=2427 Specialists in EU5 (2018/2019)
n=46

23. Proprietary and Confidential Information
38% take a research-based approach for channel prioritization,
26% rely on company experience and 11% trust their personal
experience; 9% trusts their agency
Please allocate 100 points over how you prioritized digital channels for a product launch
n=39

24. Proprietary and Confidential Information
Having a more evidence-based strategy is the biggest lesson
learned – earlier planning & higher budgets come next
Please allocate 100 points between what you plan to do differently for your next launch
n=46

25. Proprietary and Confidential Information25 © Across Health

26. Proprietary and Confidential Information
54% of all respondents say their company has (extremely) high
ambitions with harnessing digital for product launches; the
appetite is even higher at senior levels
How ambitious is your company/team to capitalize on digital engagement for launch?
All
Director, VP, C-level
n=46

27. Proprietary and Confidential Information
Overall satisfaction levels of digital at launch are very low – even
lower than the overall MTM satisfaction scores
How satisfied are you OVERALL with the digital component of your most recent launch?
Digital at launch
Maturometer
Multichannel
Maturometer
Digital at launch Maturometer n=46
Multichannel Maturometer n = 198

28. Proprietary and Confidential Information
The higher the experience, the higher the satisfaction levels,
indicating there is a learning curve
How satisfied are you OVERALL with the digital component of your most recent launch?
n=46

29. Proprietary and Confidential Information
88% will increase the digital budget component for future
launches – half of them significantly
In terms of future launches, what do you plan to do with your digital budget component?
1 or more launches n=39

30. Proprietary and Confidential Information
In terms of budgets, the Snapshot respondents spend around
20% on digital; that is consistent with the Maturometer 2019
results; the question is: should it not be higher at launch?
If you oversee a product or MARKETING budget, which percentage
of it is allocated to digital initiatives?
Digital at launch Maturometer n=46
Multichannel Maturometer n = 110

31. Proprietary and Confidential Information31
Local focus
© Across Health

32. Proprietary and Confidential Information
43% consider digital launch support from HQ as relevant for
their own market – 30% think it’s not
How relevant is the digital launch support from headquarters for your own market?
Local n=23

33. Proprietary and Confidential Information
The mixed appreciation of the overall HQ support is not translated
into a strong adoption of central materials
To what extent do you leverage HQ launch support materials from the
Global/Regional teams in your local launch campaign?
Digital at launch
Maturometer
Multichannel
Maturometer
Digital at launch Maturometer Local n=23
Multichannel Maturometer Local n = 98

34. Proprietary and Confidential Information
Concerns around reusability, timeliness and flexibility are
perceived as the key drivers of the low adoption of HQ
materials
Please allocate 100 points between your main issues with
leveraging HQ-provided international materials
Local n=23

35. Proprietary and Confidential Information35
HQ focus
© Across Health

36. Proprietary and Confidential Information
69% create a central blueprint, but only 32% fully involves key
markets to ensure local relevance; 26% simply pass it on to
countries and 11% executes above-market only
How do you involve key local markets in your digital planning TODAY?
International n=19

37. Proprietary and Confidential Information
Going forward, the co-creation approach with key markets is
favoured by HQs for digital campaign planning
How would you like to involve key local markets in your digital planning IN THE FUTURE?
International n=19

38. Proprietary and Confidential Information
Summary (1 of 2)
Biopharma is still in its early days to fully embrace the
opportunity of an orchestrated omnichannel launch
38 © Across Health
• The biopharmaceutical industry is still in its early days to fully harness digital for product
launches
• The majority considers digital only at launch of a product and missing the opportunity
to leverage augmented digital engagement already during the pre-launch phase to drive disease
education - ensuring that, upon launch, the target audience will be better informed to be “conversion
ready”
• Lack of strategy and skills are the main perceived barriers to orchestrate an omnichannel launch
• Key perceived benefits of a digitally-enabled launch include better customer engagement, higher
reach & frequency, and “surround sound” for key offline events
• Only 15% state that they have full internal alignment across Commercial, Medical and Market Access
– missing alignment of the different customer touchpoints will make it difficult to build an authentic,
trusting customer relationships
• In terms of channels, eMedical education is perceived as the most important channel for product
launch; in contrast remote engagement and 3rd party newsletter interestingly rank low despite a high
perceived impact by EU5 Specialists based on the Across Health Navigator database

39. Proprietary and Confidential Information
Summary (2 of 2)
But there is a high ambition to better harness digital for product
launches with senior management willing to lead from the front
39 © Across Health
• The majority plans to invest more in digital, but only carefully and investment levels are still low with
only 20% of the Marketing budget (~4-5% of the total promotional budget) allocated for digital
• However, 54% of all respondents say their company has (extremely) high ambitions with harnessing
digital for product launches - the appetite is even higher at senior levels which is an important
foundation to lead from the front
• Overall satisfaction level with digitally-enabled launches is still lukewarm, but encouraging higher in
the respondents with a more advanced experience
• Over 50% of respondents from local affiliates leverage HQ launch support materials to a minor
extent only; as main reasons missing local relevancy, agility and flexibility are mentioned
• This might not surprise, as only 32% of the Global/Regional HQ respondents fully involve key
markets in a content co-creation process ensuring local buy-in and – relevance
• The challenge is clear: to succeed with product launches in an ever more complex and competitive
environment, biopharmaceutical companies must arm themselves with a digitally enabled, best in
class customer-centric commercial model and walk the talk for a flawless execution which needs to
incorporate the whole organization

40. Proprietary and Confidential Information
The launch excellence leaders of tomorrow will be those that see the
bright lights of omnichannel engagement hovering on the horizon and
invest in the organisational change, data leadership and customer
insight that can help them get there
40 © Across Health
Our approach towards Omnichannel Customer Engagement Excellence for top launch performance

41. Proprietary and Confidential Information41
Thank you
© Across Health

42. Proprietary and Confidential Information
About Across Health

43. Proprietary and Confidential Information
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.

44. Proprietary and Confidential Information
Across Health
Key numbers 2019
Team of 60+ consultants
Projects for 30+ pharma groups
Offices in 6 markets, projects in over 15
Channel affinity of 32,000+ HCPs,
patients and payers (Navigator)
17% revenue growth per year (CAGR)
since 2008
NPS = 55

45. Proprietary and Confidential Information
We have developed a range of products & frameworks
that reduce error rate and time-to-impact significantly

46. Proprietary and Confidential Information
Some of our products & frameworks
• Customizable, evidence-based platforms to accelerate your digital
transformation

47. Proprietary and Confidential Information
What is it?
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
.
www.across.health/multichannel-maturometer
>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

48. Proprietary and Confidential Information
O.L.E.
What is it?
• A comprehensive approach to build a high impact
omnichannel customer engagement (OCE)
strategy to maximize the rare opportunity of a
product launch
• The proven AH methodology addresses where to
play, how to win and execute for impact in an ever
increasing complex and challenging
pharmaceutical launch environment
• The approach is tailored to the digital maturity of
the client organization – from strategic advisory to
full OCE campaign
development, orchestration and continuous
optimization depending on client needs
Why is it useful for you?
• The trajectory and peak sales potential of a
product is set in the first 6-12 months of a launch
and digital has shown to successfully support this
critical launch window
• Access to physicians via F2F engagement is
declining, in particular for Specialists
• Without leveraging digital channels it takes much
longer for product launches to “cut through the
noise” and drive behavioural change
Contact
OLE@a-cross.com
.
Boosting your product launch through
Omnichannel Launch Excellence
across.health/offering/omnichannel-launch-excellence
Boosting your product launch through
Omnichannel Launch Excellence

49. Proprietary and Confidential Information
Nav 365 data to drive Omnichannel Launch Excellence
Situation
• Physicians and other stakeholders are
moving toward a hybrid engagement
model, with digital becoming highly
important, particularly for education
• The first 6 months are critical for launch
success and trajectory can be
hardly changed thereafter
• Successful launches have shown a 64%
higher digital share consistently during
critical launch window
• Only 13% of global and 17% of local
leaders are very satisfied with their
most recent omnichannel launch
experience
• How to maximize the rare opportunity
of a product launch with a robust
omnichannel planning and -execution?
Business challenge
How can the launch of a new brand or
indication achieve maximum chances of
success thanks to the introduction of an
omnichannel strategy, -execution and
-measurement?
Solution
• Develop an agile, pragmatic omnichannel
launch strategy based on the brand strategic
imperatives, leveraging existing content,
events and technology
• Customer 360 insight incl. archetype
segmentation and engagement
preference
• Add MCQ’s to shorten time to critical
frequency to meet 6–month critical
launch window
• Increase reach of customer-facing roles
through augmented digital interactions
• Increase time HCPs spend to understand
the product value proposition
• Capture behavioural data across
channels faster and continuously
optimize engagements for higher impact
Business Impact
Thanks to a focused omnichannel
launch strategy, the time to critical
frequency can be reduced
significantly, reach can be boosted
and customer experience enhanced
Shorten time to critical frequency
for AtoB shift…
… to boost launch trajectory