The document discusses the state of digital channel preference among healthcare professionals, noting that no country currently achieves digital maturity, although individual campaigns may succeed. It highlights significant unmet demand for digital engagement in countries like Japan and the U.S., indicating that many healthcare professionals want more digital interaction than they currently receive. Achieving multichannel maturity requires a better understanding of customer needs and the right mix of channels.

1. Channel preference and the road to multichannel maturity
HIGH
MEDIUM
DIGITAL SATISFACTION
OF HEALTHCARE PROFESSIONALS BY COUNTRY
Digital activity exceeding demand
Digital activity meeting demand
Digital activity falling short of demand
Digital has real impact
in US and Japan
but there is low
sophistication
No country is digitally
mature right now
(although individual
campaigns may be)
Two years is a practical
international benchmark
to achieve multichannel
transformation
Most countries are
still dominated by
traditional promotional
channels
LOW High digital share can co-exist with
salesforce in true multichannel
environment
Client experience shows successful
international multichannel programs are
possible across US, Europe and Japan
Significant unmet demand for digital
DIGITAL DETAILS
VOLUME 2016
Japan 65%
USA
13%
EU5
12%
Other
9%
China
1%
There are both countries where HCPs are asking
for more use of digital channels than they get,
and ones where they report too much use of digital
Source: QI European Thought Leadership, QI Global ChannelDynamics™ database 2016
If we are to reach multichannel maturity,
pharma needs to be better at understanding their
customers and getting the channel mix right
DIGITAL SHARE
OF VOLUME:
US 21%, JAPAN 37%
THE
ROAD
TO
M
ULTICHANNEL
M
ATURITY18% GROWTH 2015-2016
CHANNEL
PREFERENCE INSIGHT
is only a guide on the road to multichannel
maturity, but this insight is one of the
most important starting points