Across Health digital barometer 2012

Global Digital Barometer
for the life sciences industry

Across Health’s Digital Barometer
Know which way the wind blows!

“ For several years now, Across Health has been running a unique digital
landscape survey among life sciences leaders in EMEA. This year’s edition
of the Digital Barometer has taken a global perspective with exclusive
results from our key markets Europe, US and China. It gives you a 360 °
view on the status, challenges and future of “The New Normal” in life
sciences, i.e. when digital communication is no longer new, but is the norm.

I’m convinced you’ll find these results inspiring and trust they will help you
reach the next level...

Thanks again for your participation
and enjoy our hot-off-the-press findings!
Fonny Schenck
Managing Partner, Across Group
CEO, Across Health

8/21/2012 Across Health Digital Barometer 2012 2

Table of contents
• Executive summary

• Key survey statistics

• Current adoption of digital
• Benchmark against competitors
• Digital satisfaction
• Most common eTactics

• Key challenges
• Key bottlenecks
• Digital understanding

• The future of digital in life sciences
• Top priorities for digital
• Digital marketing, sales & medical budgets


Executive summary


Executive summary
• Overall, we witness a status quo or even a decline
in many areas: digital expertise, HCP multichannel
marketing, ... the first signs that digital is not the
easy „silver bullet‟ many people thought it would be.
• The new focus on cross-channel programmes
however positively points to a more mature use.
• Though digital satisfaction is low, it has improved
compared to previous years.
• Digital budgets continue to be low.
• Standard websites are still most often used.
“It’s not about being
• The top 3 bottlenecks for success continue to be digital anymore, it’s now
regulatory and legal issues, lack of digital about being clever with
strategy and ROI, while lack of headcount and digital.”
lack of budget are gaining ground as obstacles.
Peter Hinssen


Key survey statistics


Key survey statistics
• 358 respondents from life sciences companies
completed the online survey between March
and mid May 2012
• Industry spread
Pharma, Biotech, OTC companies, Medical devices
• Geographical spread
Europe, Middle East & Africa (EMEA), North America
(NA), China (CH), Latin America, Asia Pacific
• Local vs international spread
Global, regional, national / local
• Functional spread
Marketing, Medical, Sales, Digital, IT, CRM, other


Most respondents come from pharma

Pharmaceutical company 86%

Medical devices company 5%

Biotechnology company 5%

OTC company 2%

Business consulting 0%

Others 1%


The majority operates in the EMEA region

Europe, Middle East & Africa 63%

North America 12%

China 12%

Asia Pacific (exc. China) 7%

Latin America 6%


Half of the respondents is working nationally/locally, the other half
works at the regional or global level

Others
2%

Global
21%
National /
local
51%
Regional
27%


Functional Spread

Marketing 51%

eBusiness/Digital 30%

IT 11%

Sales 8%
• Marketing and Digital represent
CRM 8%
81% of all answers
• 3 major segments can be defined:
Medical 4%
 Sales, Marketing and Medical
 eBiz
 CRM, IT
Others 15%


Current adoption

• Benchmark against other industries and competitors
• Digital satisfaction
• Most common eTactics


Current adoption of digital
• The gap with other industries remains.
• Digital initiatives geared towards patients are
generally considered more competitive than
those targeted towards HCPs.
• Satisfaction with digital has improved with
respect to previous years.
• Most commonly used digital tools are classic
eMarketing initiatives, specifically the
product/disease/company website triangle.
“The great thing in the
• Emerging channels like social media and world is not so much
particularly mobile marketing continue to rise – where we stand, as in
with a special mention for iPad/tablet detailing. what direction we are
eRep and eMSL remain small. moving.”

Oliver W. Holmes


57% rate their companies as behind other leading industries when it
comes to optimizing the use of internet
How would you rank your company versus other leading industries
in optimally leveraging the internet?

42%

30%

15%
11%

2% 1%

No opinion Far behind Behind Average Ahead Far ahead

57%
Digital vs other industries

In Chinese life sciences companies almost no one feels ahead of other
industries

40%
39%
36%
31% 30% 9% 7% 32% 2%
28% 27%

17%

7% 7%
3% 2%
1%

EMEA NA CH


Note: EMEA: Europe, Middle East & Africa - NA: North America - CH: China


In EMEA, the share of respondents believing that life sciences is far behind
decreases over time, while the percentage thinking they are ahead is more or
less stable
60%

41% 40%
40% 6% 9% 36% 13% 9%
33% 33% 31% 31%
25%
24% 23%
20% 17%
15% 12%
6% 8% 7%
4% 3% 3% 3% 2%
1% 1%
0%
2009 2010 2011 2012



Digital Strategy
in the New Normal

“
Once we cross over into the times where digital is the New Normal,
the way we interact with our customers will change completely. The
worst mistake you could make is to take your existing analog
interaction patterns with customers and transfer them to the web.
Don’t transfer, but re-think. It’s all about intelligence. It’s all about
the contact, it’s all about “you”.

As the master of marketing, Philip Kotler, once said: “Marketing
takes a day to learn. Unfortunately it takes a lifetime to master.”
You’ve got a couple of years, max.”

Peter Hinssen
Chairman, Across Technology
Author of the best-selling “The New Normal”


1 out of 4 rank their company ahead of competition in using digital
marketing towards HCPs

How would you rank your company versus your competitors in using digital marketing
initiatives targeted at healthcare professionals?

HCPs
40%
25%

26%
23%

6%
3% 2%



Companies in North America feel more confident when it comes to using
digital marketing towards HCPs


HCPs 45%
40% 9% 24% 13%
31% 31%
27%
25% 24%
23%

14%
11%
10%
7%
5%
3% 2% 2%

EMEA NA CH




Remarkably, the confidence of mastering multichannel HCP marketing is
decreasing strongly over time... while the need to do so is rising year
after year (EMEA data)

HCPs 26% 19% 15% 9%
39% 40%
38%

31% 31%
25% 26% 25%
23% 23%

16% 17%
13% 13%
7% 7% 7%
3% 4% 2% 3%
1% 2% 2%

2009 2010 2011 2012



In terms of consumer / patient-driven digital marketing initiatives,
17% ranked their companies as ahead of competition...
initiatives targeted at consumers/patients?

Patients
17%
39%

27%

14%
12%

4%
3%



… with again a higher level of confidence in North American companies
compared to the other regions

Patients 48%
43%
39% 19% 21% 16%
27%
24%
21% 20%
18%
14% 14%
12%
5% 7%
3% 2% 2%

EMEA NA CH




Opposite to the trend for HCP digital initiatives, more EMEA companies
feel ahead of competition in using digital towards patients

Patients
39%
36%
32% 32% 31% 33%
30%
9% 15% 17% 27% 19%
23%

14% 13% 15% 14%
13% 12%
8% 7%
4% 5%
3% 2% 2% 3%
1%

2009 2010 2011 2012



Comparing regions once more, it is clear that the level of confidence in North
America is much higher than in other regions, especially regarding HCP
communication
initiatives targeted at HCPs OR consumers/patients? (% ahead + % far ahead)
40%

28% 45% 30%

24%
21%
20% 19%
16%
14%
9%

0%
EMEA NA CH

HCP Patients



The iPad (r)evolution

“ For long, we all have been using legacy CRM systems and some of us have even
tried out tablet computers in day-to-day calls. It almost started to seem normal
practice to work with the slow and heavy tools we had. But then the iPad (and cloud
computing) took us all by surprise.

Still today, almost weekly companies are approaching us with the same question:
“We just bought iPads... how do we go beyond the rapidly waning novelty factor –
and PDF detail aids?” And this is only the start...

Indeed, the iPad holds a lot of promise for integrated cross-channel approaches. But
the tool itself is already being commoditized... If done well, interactive detailing can
quickly become the main gateway for reps and their customers to access the
company’s whole multichannel service offering. In that scenario, the iPad can
completely change the way we have been doing business for decades in
just a few years... If not, it will be just another technology-led hype... and
the track record of pharma is not really strong in this area!

Pat Thistlethwaithe
Managing Director, USA


Only 17% of respondents are satisfied with their current digital activities

On a scale from 0 to 5, how satisfied are you with your current digital activities?

42%

30%
17%

15%
11%

1% 2%

0 1 2 3 4 5
Extremely Extremely
Dissatisfied Satisfied
Average
score 2,6


Respondents in EMEA and NA regions report satisfaction levels of
around 17%, while China’s is much lower

On a scale from 0 to 5, how satisfied are you with your current digital activities? AVG. Score

2%
EMEA 13% 28% 41% 15% 2,6

2%
NA 2 5 43% 33% 14% 2,6

CH 5% 7% 50% 36% 2%
2,3

0% 20% 40% 60% 80% 100%

Extremely 0 1 2 3 4 5 Extremely



The EMEA region records a gradual increase in digital satisfaction over
the years, with a marked increase over the last year…although the
absolute number remains low.
On a scale from 0 to 5, how satisfied are you with your current digital activities?

2%
2012 13% 28% 41% 15%

1%
2011 2 18% 34% 34% 11%

2010 4% 18% 34% 32% 10% 2%

2%
2009 5% 24% 26% 35% 8%

0% 20% 40% 60% 80% 100%

Extremely 0 1 2 3 4 5 Extremely


Digital strategy in China

“ Although China is set to be the second largest market for pharmaceuticals within
the next few years... and already has almost twice as many internet users as the
number 2 market, the United States... the cross-channel potential remains largely
untapped. With around two million doctors and massive sales forces serving only
5% of this fast broadening market, doctors remain largely underinformed and
undereducated. The potential for digital (or multichannel) programmes is huge...

Considering both the budgets and the stakes are high, pharmaceutical
companies cannot permit themselves to “understrategize”. Unfortunately, this
tends to run against the rather implementation focused Chinese mindset. This is
a call to do something about it. Sound insights, strategic planning and the right
impact measurement are all key for success. As in many other situations, the
chain is only as strong as its weakest link.

Francis Chay
Managing Director, China


Classic websites remain the most commonly used digital channels on both
a global and regional level. Mobile and particularly tablet detailing are
moving up the ranks fast, while social media seems to lose momentum.
Company website 88% 5% 5% 3
Product website 72% 15% 9% 4%
Disease website 66% 14% 14% 5%
eMail marketing 58% 22% 14% 6%
Web banners 53% 16% 23% 8%
Tablet eDetailing 46% 33% 17% 5%
Web conference 44% 32% 20% 4%
HCP self-service portal 43% 28% 21% 8%
SEO 43% 23% 23% 11%
Online MedEd 41% 30% 21% 8%
SEA 41% 20% 28% 11%
Mobile marketing 28% 46% 22% 4%
Virtual eDetailing 22% 36% 34% 8%
Social media 18% 38% 40% 4%
eMSL 11% 27% 48% 13%
eRep 11% 36% 44% 9%

Often / Standard practice Pilot planned or ongoing
Never Do not know / NA

A cross-region comparison shows...
• The top 5 eTactics are consistent across regions and are
classic eMarketing tools
• The upcoming stars immediately follow: tablet edetailing is
the number 6 in EMEA, while in North America HCP self-
service portals are more widely adopted
• SEO & SEA are bigger in North America, most probably due
to the larger importance of consumers
• Mobile marketing is most used in the Chinese market
• Surprisingly the EMEA market scores better in terms of
Online MedEd and web conferences than the MedEd-loving
Chinese market
• The promising eMSL and eRep initiatives are still not taking
off on a large scale


Top eTactics used in:
Europe, Middle East and Africa
Company website 86% 6% 6% 2
Web banners 52% 16% 26% 7%
Tablet eDetailing 48% 34% 16% 1
Web conference 40% 35% 23% 2
SEO 39% 23% 27% 11%
SEA 34% 21% 32% 12%
Mobile marketing 24% 47% 26% 3
Social media 13% 37% 48% 3
eRep 10% 38% 48% 4%
eMSL 10% 24% 55% 11%


North America
Company website 88% 2 7% 2
Product website 81% 10% 7% 2
Web banners 60% 10% 12% 19%
SEO 52% 10% 17% 21%
SEA 52% 12% 17% 19%
Online MedEd 33% 12% 24% 31%
Mobile marketing 33% 48% 14% 5%
Social media 24% 43% 26% 7%
eRep 17% 19% 50% 14%
eMSL 14% 17% 38% 31%


China
Company website 86% 9% 2 2
Web banners 45% 25% 25% 5%
SEO 41% 32% 23% 5%
SEA 41% 27% 27% 5%
Mobile marketing 39% 45% 14% 2
Social media 30% 36% 34%
eMSL 11% 30% 50% 9%
eRep 9% 20% 57% 14%


In EMEA, the highest increase compared to previous years occurs for
tablet edetailing and mobile marketing

100% Often / Standard Practice
90%

80%
2010 2011 2012
70%

60%

50%

40%

30%

20%

10%

0%


As the use of web banners becomes more of a standard practice, piloting
efforts for this digital tool slow down. On the other hand, eMSL and eRep are
piloted more often each year

50% Pilot Planned / Ongoing
2010 2011 2012
40%

30%

20%

10%

0%


eRep and eMSL
require thoughtful management

“ The traditional business model in pharma is waning. The role of the
sales force is being redefined and their tools modernized, as iPad
detailing and remote live customer interactions, a.k.a. eRep and eMSL,
are being introduced. As opposed to the amount of attention iPad
detailing currently gets, the more disruptive and potentially more
impactful remote approaches are still only used by a limited group of
early adopters.

Indeed, introducing remote detailing requires more courage,
investment and change management. Our experience teaches us that
it is truly about changing the business model step by step – any other
approach will quickly fail and die, leaving behind a wound in the
organization that is hard to heal.
Patrick Vidal
Managing Director, France


Finally, in the mobile space, “beyond the pill” still seems a far cry from
reality… product info apps are most commonly developed; the promising
monitoring tools seem to be the hardest
MOBILE: What apps / tactics do you develop or have developed?

Product info / updates 41%
Mobile website 30%
Medical news / article updates 28%
Adherence / compliance tracker 27%
Dosage calculator 26%
Diagnostic tool 25%
Treatment guidelines 25%
CME 24%
Symptom tracker 11%
Remote monitoring of patients 9%
Others 4%
None 22%


Key challenges

• Key bottlenecks
• Digital understanding


Key challenges
• Regulatory or legal issues, lack of digital
strategy, and ROI are still the main challenges.
• Lack of headcount and lack of budget are
rising to the top – a sign that companies are finally
starting to right-resource the cross-channel
opportunity?
• Lack of internal knowledge is relatively more
important in EMEA. North America focuses more
on resource issues and China on ROI concerns.
• More than half feel they have insufficient
knowledge of all online opportunities for their “When you're finished
business activities... and this number has been changing, you're
going down rather than up in the past few years. finished.”

Benjamin Franklin


The 3 primary bottlenecks for digital are regulatory issues, ROI questions
and unclear eBusiness strategies

Regulatory or legal issues 25% 18% 8%
ROI questions 17% 11% 11%
No clear eBusiness strategy 18% 11% 9%
Not enough internal knowledge in this area 9% 10% 12%
No headcount to support this 6% 7% 12%
Healthcare compliance concerns 6% 10% 6%
No budget 4% 8% 9%
No senior management support 4% 6% 6%
Pharmacovigilance issues adverse event reporting etc 3% 5% 6%
Customers are not ready 3% 4% 4%

No expert agencies with pharma background available 1 3 4%

Others 2 21
NA 1 4% 11%

Most important Second most important Third most important


The same top 3 reigns supreme in EMEA. Lack of internal knowledge is
rising quickly…
Europe, Middle East and Africa
No budget 3% 6% 9%
Pharmacovigilance issues adverse event reporting etc 2 5% 6%
Customers are not ready 3 4% 5%
No expert agencies with pharma background available 2 3%
Others 2 3 1
NA 1 4% 11%



Again, the same top 3 holds for North America. Resource issues
(budget/headcount/knowledge) are important runner-ups here
North America
No budget 7% 12% 12%
Pharmacovigilance issues adverse event reporting etc 2 7% 7%
No senior management support 2 7% 7%
Customers are not ready 2
Others 2
NA 5%



Also in China the top 3 is the same. However, ROI questions are much
more prominent, while regulatory/legal issues come in only 3rd…
China
No budget 7% 11% 9%
Customers are not ready 5% 9% 2
No headcount to support this 22 11%
Pharmacovigilance issues adverse event reporting etc 22
Others 2

NA 2 9%



In EMEA, the top 2 receded as a bottleneck giving way to resource topics
(lack of internal knowledge, low budgets, lack of headcount)
Regulatory or legal issues

No clear eBusiness strategy

ROI questions

Not enough internal knowledge in this area

Healthcare compliance concerns

No headcount to support this

No senior management support 2012 2011 2010
No budget

Customers are not ready

Pharmacovigilance issues adverse event reporting etc

No expert agencies with pharma background available

Others

NA

0% 10% 20% 30% 40% 50% 60% 70%


Only slightly more than 1 out of 3 respondents feels confident about their
digital expertise

Do you feel that you have sufficient knowledge of all opportunities offered by the internet for
your business activities?
38%

44%

30%

18%

8%
1%

Totally Insufficient Between Sufficient More than
insufficient sufficient sufficient /
and expert
insufficient

Internal knowledge

Setting up the multichannel organization

“ When organizing your company for integrated cross-channel and customer
centric approaches, a lot of small and big steps need to be taken, and
sometimes retaken.

Zero-based definition of the channel mix, upgrading the CRM platform for true
360° CLM, introducing new sales tools, training & change management,
synchronizing sales-marketing-service-medical teams, investing in customer
analytics, building the required digital infrastructure, defining new policies and
processes, ... It requires considerable vision, experienced people and a
willingness to keep moving forward.

The production agencies of the past – who recently acquired digital
capabilities – are no appropriate partners to take along in this transformation.
We believe in multichannel, and we’ve been there. Have a look at our website
and give us a call!
Patric Jarchow
Managing Director, Germany


The future of digital
in life sciences

• Top priorities for digital
• Digital marketing, sales & medical budgets


FUTURE
OF DIGITAL

The future of digital
in life sciences
• Cross-channel marketing mix optimization is
the top priority for most. Strategy development and
impact measurement/dashboarding immediately
follow.
• Currently, digital initiatives capture only a small
percentage of the total marketing budget. For
medical and sales this is even lower.
• 3 out of 4 believe the digital budget will increase
– but only moderately (and still too slowly to really
change something). Meanwhile, the majority
“My interest is in the
believes that the overall marketing budget will future because I am
either remain the same or decrease. going to spend the rest
of my life there.”

Charles F. Kettering


FUTURE
OF DIGITAL

Overall, cross-channel marketing optimization is the most important
digital priority while assessing landscape trends comes in last

What are priorities in your organization regarding DIGITAL?

Cross-channel marketing mix
20%
optimization

Strategy development 18%

Impact measurement / reporting /
15%
dashboarding

Full-scale execution of tactics 14%

Training 14%

Best practice sharing 12%

Assessing landscape trends 8%


FUTURE
OF DIGITAL

Marketing mix optimization leads in EMEA. On the other hand, full-scale
execution of tactics is NA’s priority while CH focuses on impact
measurement and strategy

EMEA NA CH
Cross-channel marketing 17% 15%
22%
mix optimization

Strategy development 18% 16% 16%

Impact measurement / 16% 16%
15%
reporting / dashboarding
Full-scale execution of 18% 15%
13%
tactics

Training 13% 15% 15%

Best practice sharing 11% 10% 13%

Assessing landscape 7% 8% 9%
trends



Rethink the marketing mix

“ When reading the Digital Barometer results, it strikes and delights me that
this year’s top priority regarding digital is the redefinition of the cross-channel
marketing mix.

It is truly essential to rethink the cross-channel mix, as it is only when you
visualize your optimal mix from the eye of your customers, calculate budgets
and resources accordingly, and redesign your customer-facing activities, that
you will be able to lead the required change, generate true business impact...
and create a virtuous circle of success.

Even if the large cross-channel breakthrough may not come before
2013-2015, visualize it today and plan for the near future. It will be a
helpful map in your exciting journey in the “New Normal”...and any
procrastination is to be avoided – your competitors have the same
priority!
Charles MacKinnon
Managing Director, UK


FUTURE
OF DIGITAL

Marketing budget for digital initiatives continues to go up year after year

If you oversee a product budget (marketing), which percentage of it is allocated to digital
initiatives THIS YEAR?

less than 5% Average
14,1%
41%
5% to 10%

11% to 15%

17% 16%
16% to 20% 12%
9%
6%
21% to 25%

more than 25%

Digital marketing

FUTURE
OF DIGITAL

Across regions, the digital marketing budget is approximately the same.
China has relatively more budgets below 10%
Average 42%
14,8% Average
36% Average
14,2%
15,4%
29%

24%
22%
19%
17% 18%
15%
12% 12% 12%
9% 9%
7% 8%
6%
4%

EMEA NA CH

less than 5% 5% to 10% 11% to 15% 16% to 20% 21% to 25% more than 25%

Digital marketing

FUTURE
OF DIGITAL

In EMEA, the reported budget for digital marketing jumped compared to
2011. This is most probably due to our new budget split in the survey (now
additionally into medical and sales budgets).

54%
52%
46%
Average
7%
less than 5% 36%
31% 30%
5% to 10% 24% Average
14,8%
more than 10% 17%
Average
8%
9%

2010 2011 2012

Digital marketing

FUTURE
OF DIGITAL

Medical budgets do not prioritize digital initiatives. Digital is however
slowly taking off

If you oversee a product budget (medical), which percentage of it is allocated to digital

less than 5% 49%

5% to 10%
Average
34%
9,7%
11% to 15%

16% to 20%

21% to 25%
6%
4% 4%
3%
more than 25%

Digital medical

FUTURE
OF DIGITAL

Compared to other regions, China is far ahead in terms of budget for
digital medical initiatives

If you oversee a product budget (medical), which percentage of it is allocated to digital

50% 50%
46%
41% Average
8,9% Average
Average 12,4%
8,6%
25% 25%
22%

11% 11%
5% 6%
3% 3% 4%

EMEA NA CH


Digital medical

FUTURE
OF DIGITAL

Similarly, digital sales budgets are also quite low, but rising

If you oversee a product budget (sales), which percentage of it is allocated to digital initiatives
THIS YEAR?

less than 5%
47%

5% to 10%
34% Average
9,4%
11% to 15%

16% to 20%
7% 5%
3% 4%
21% to 25%

more than 25%

Digital sales

FUTURE
OF DIGITAL

North America spends the most on digital initiatives linked to sales

If you oversee a product budget (sales), which percentage of it is allocated to digital initiatives
THIS YEAR?

60% Average
8,5%
48%
44%
40%
38%

Average
28%
Average 11,7%
9,6%
17%

6% 6% 6%
4% 4%
1%

EMEA NA CH


Digital sales

FUTURE
OF DIGITAL

Only 25% reported that the general marketing budget will increase, while
75% of respondents foresee an increase of their digital budget

How do you think your overall marketing budget and digital budget will evolve?

55%
Overall
43% Digital

28%
21%
19%
13%

3% 5% 4%
1% 2% 1% 3%
1%

Decrease Decrease Stay the Increase by Increase by Increase by Will more
>25% <25% same <20% 21% to 50% >50% than double


Life sciences spending on digital

“ In terms of digital budget in life sciences, we’ve come a long way. Still, a
14,1% digital marketing budget is nothing more than a “good start”, even
despite the double-digit yearly growth from a low base...14.1% is not at all
reflecting the true potential of the new channels and customer expectations!

The companies that are really changing the game tend to be the ones that
are forced to. Only if resources need to be reallocated to other products or
traditional approaches do not cut it anymore, bold moves towards a
multichannel approach are made.

My question is: why do we wait for circumstances to get critical to review the
way we spend our marketing-sales budgets? Why don’t we embrace the
New Normal and really rethink the way we do business from the customer’s
perspective?
Eva Velasco
Managing Director, Spain


Final thoughts


So will 2013 go on record as
the first year in the New Normal?

“ Some Barometer trends could certainly tempt me into answering with a strong “YES”.
Indeed, there are several positive signs for a higher level of cross-channel maturity:
the importance of internal knowledge/resources is on the rise, budgets are increasing
and cross-channel marketing and robust execution are seen as key priorities.

On the other hand, the limited overall spend on digital, the incessant focus on ROI,
the strong focus on ipad detailing (which is already becoming a commodity and not
solving some bigger issues), the product-centric approach to mobile and the limited
overall knowledge, despite many well-intended training efforts and pilot projects, lead
me to say: probably not until 2014...

Nevertheless, many enlightened teams and greenfield companies will continue to
lead the way and change the game...good luck on your journey towards the New
Normal!
Fonny Schenck
Managing Partner, Across Group
CEO, Across Health


About Across Health
COMPANY
• 60+ strong consultancy
• Focus on innovative customer-centric approaches
(e-powering traditional channels– “fusion”)
• From insight to innovation strategy, integrated execution
& impact measurement
• Unique offering in the industry
• 35+% CAGR since the start (2007)

CUSTOMERS
Extensive experience at
• Pharmaceuticals regional/global level
• Devices & Diagnostics
• Hospitals AND
• Patient & Professional Associations
local execution power
INTERNATIONAL EXPANSION ONGOING
• Head offices in Belgium (Ghent)
• Offices in Spain, France, UK, Switzerland, Netherlands,
Nordics, Germany, New Europe, China, Australia and US


How do we play?

04
Impact
01 Insight
We summarize key trends, best
practices and benchmarks - also
from related and other industries -
and compare them to your current
We measure the impact of the new
situation.
strategy using dashboards, KPIs,
… and create best-practice

The 4 Is
documents/tools.

Integrated
execution 03
We handle the project from A to Z as
02
Innovation
We come up with a 2-3 year
innovative, balanced and integrated
roadmap and strategy for the
well as supporting in related activities program that builds on the strenghts of
such as change management, process your existing channels.
& organizational development, design,
training of sales reps, etc.


We advocate a balanced approach

Experiment
Enhance • Mobile strategy &
Execute • Dashboards tactics
• (on-site) programme • Customer experience • Social strategy &
management of large- tactics
• Online marketing
scale projects: cross- • PHR/EHR strategy
• Personalization
channel projects, • Innovation pilots
teledetailing, self- • Search engine
service portal, … optimization
• Social media
optimization
• …

21-8-2012 Across Health - Introduction 67

Some of our key references


Our international footprint


Contact Details
DISCLAIMER: These results have been compiled by Jeroen Corthout & Fadi Baddur
Current presentation is confidential. All For any question, mail to jeroen.corthout@a-cross.com
proposed concepts and ideas Make sure also to check out our fields of expertise on
presented here are intellectual property
of Across Health, and are to be used in
collaboration with Across Health. www.a-cross.com/health

Across Health digital barometer 2012

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