In many industries, COVID-19 has accelerated the move to digital transformation. As Microsoft’s CEO, Satya Nadella, put it: “We saw 2 years of digital transformation in 2 months.” Is biopharma moving at the speed of light too? The Maturometer research gives you a unique overview of what others are planning/doing in this space, including topics like: - Organizational dimension - burning platform (or not)? - Key investment focus – which channels, technologies, staff capabilities? - Budget levels for digital - Key barriers - Key priorities for 2021 - … Access the full deck and watch the recording: https://bit.ly/3l3kWFa

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Digital transformation in Life Sciences:
Acceleration (waiting) in the wings?
NEED FOR CHANGE
VISION & GOALS
CAPABILITY TO CHANGE
FIRST STEPS

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Table of contents
1 Key survey statistics
2 The Gleicher model for change
3 Dimension 1: need for change
4 Dimension 2: vision & strategy
5 Dimension 3: enablers
6 Dimension 4: first steps
7 Key takeaways
8 About Across Health

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INTRODUCTION
KEY SURVEY
STATISTICS
4

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19%
6%
9%
10%
11%
11%
14%
21%
Other EU
Spain
Germany
Belgium
Switzerland
Italy
France
UK
5
Balanced coverage of key markets; strong focus on Western Europe
n=243
Timing: 28 May- 28 June 2020 (ie, BEFORE COVID-19 wave 2)
47%
3% 9%
40%
EU
Other US
Emerging markets

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6
47% has a local role, the other half an international one
What is your main geographic scope?
n=243
27%
27%
47%
Regional HQ
Global HQ
National/local

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14%
7%
25%
54%
Other
Director
Manager
7
Balanced spread of levels: 54% is at the Manager level, and 32%
Director or higher
n=243
Vice President / Excecutive
Vice President / C-level

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7%
3%
4%
4%
9%
9%
15%
24%
25%
Other
IT
Medical
Market Access
CRM
Market Research
Sales
Marketing
Digital/Omnichannel
8
Most respondents hail from Digital/MCM (25%) and Marketing (24%)
Your function
n=243

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Table of contents
1 Key survey statistics
2 The Gleicher model for change
3 Dimension 1: need for change
4 Dimension 2: vision & strategy
5 Dimension 3: enablers
6 Dimension 4: first steps
7 Key takeaways
8 About Across Health

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Transformation: everybody’s doing it…a no-brainer?
About 80% of respondents say their organizations have
begun digital transformations in recent years, but just 14%
say their efforts have made sustained performance
improvements. What’s more, only 3% report complete
success at sustaining their change.
Five moves to make during a digital transformation 2019
Source:
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Is there a “magic formula” for change?

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Enter Gleicher’s formula
12
Need for change
Clear vision &
goals
Capability to
change
Concrete first step
1 2 3 4
Successful
change
Clear vision &
goals
Capability to
change
Concrete first step Slow start
Need for change Capability to
change
Concrete first step
Lack of
coordination
Need for change
Clear vision &
goals
Concrete first step Frustration
Need for change
Clear vision &
goals
Capability to
change
Lack of action
Four key drivers for successful change + they all need to be present to ensure change
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THE NEED
FOR CHANGE
13
Need for change
Clear vision &
goals
Capability to
change
Concrete first step
1 2 3 4
Successful
change
Clear vision &
goals
Capability to
change
Concrete first step Slow start
01

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1. THE NEED FOR CHANGE
14
Transformation is a key Board priority AND there is a strong sense of urgency…
but under 25% feel they understand their customers’ digital behaviour or has
defined a strong business case
Please rate your level of agreement with each of the following statements
EU n=114
Strong business cases
Board priority
Sense of urgency
Customer insights

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1. THE NEED FOR CHANGE
18% 38% 23% 17% 5%
5 (Very high impact) 4 3 2 1 0 (No impact)
15
Only (or: “still”) 22% believes that digital transformation in customer-
facing efforts will have NO impact
How big do you think the impact of digital transformation in sales and marketing
will be on your company’s performance?
EU n=114

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1. THE NEED FOR CHANGE
15%
11%
33%
31%
30%
31%
21%
25%
0%Local
HQ
5 (extremely satisfied) 4 3 2 1 0 (extremely dissatisfied)
16
Ongoing efforts have not generated a lot of success
How satisfied are you with your current digital/omnichannel activities?
EU HQ n=73
EU Local n=39

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1. THE NEED FOR CHANGE
17
The satisfied group is just over 10%...and remains at 2010 levels
How satisfied are you with your current digital/omnichannel activities?
n=145

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1. THE NEED FOR CHANGE
2%
5%
6%
7%
10%
11%
17%
17%
23%
No expert agencies with omnichannel
pharma background available
Customers are not ready
No budget
No headcount to support this
No senior management support
ROI questions
No clear digital strategy
Not enough internal knowledge
Regulatory / Legal / Healthcare
compliance issues
2019
18
MLR remains the top bottleneck, but ROI is rising from 4th place to 2nd…
do people want to shift budgets but lack the evidence?
3%
4%
5%
6%
12%
16%
16%
18%
22%
No expert agencies with omnichannel
pharma background available
Customers are not ready
No senior management support
No budget
No headcount to support this
Not enough internal knowledge
No clear digital strategy
ROI questions
Regulatory / Legal / Healthcare
compliance issues
2020

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ROI = Return On Investment…vs…Running On Instinct…vs…Excuse?
Show me
THE
MONEY!!

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1. THE NEED FOR CHANGE
20
Digital budgets are up, but only incrementally – not transformationally (yet)
If you oversee a product or MARKETING budget, which percentage of
it is allocated to digital initiatives THIS YEAR?
n=106

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1. THE NEED FOR CHANGE
21
In Europe, only 38% of expects 2021 marketing budgets to rise vs
79% for digital budgets
Strongly decrease
(more than -20%)
Slightly decrease
(-10 to -20%)
No change
Slightly increase
(+10 to +20%)
Strongly increase
(more than +20%)
Strongly decrease
(more than -20%)
1% 0% 0% 0% 1%
Slightly decrease
(-10 to -20%)
0% 2% 4% 8% 6%
No change 1% 2% 4% 20% 9%
Slightly increase
(+10 to +20%)
0% 2% 3% 24% 2%
Strongly increase
(more than +20%)
0% 0% 0% 3% 6%
EU Biopharma n=96
Digital budget evolution
Marketingbudgetevolution
51%
38%
11%

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Marketing's Role Is Expanding to More Stages of the Sales Funnel
Other B2B industries have already added digital in a much more
strategic role
Source: BCG analysis
Direct
Sales
Customer
Support
Retention
upselling
Purchase
Demo
Evaluation
Research
Interest
Awareness
Customer success
managementRetention
upselling
Purchase
Demo
Evaluation
Research
Interest
Awareness
Marketing
Marketing
Data-
driven
sales
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And it’s working…Across Health medtech referrer marketing case
study (Germany, cardiology)
HCPs serviced in a true omnichannel manner by both marketing and the fieldforce were much
more likely to start referring. This clearly shows the positive, synergistic effect of the combined
efforts of marketing and sales –underlining its huge potential
Referral uptake (+%) by type of promotion
13%
30%
10%
0% 5% 10% 15% 20% 25% 30% 35%
REP only
MCM + REP
MCM only
23

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The calm before the storm?
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25. 20/08/2020Proprietary and Confidential Information© Across Health
Access the full deck and watch the recording:
https://www.across.health/event/mtm-2020