As companies seek maturity in multichannel commercial models, there’s one key problem for those operating in Europe: European countries lag behind the US and Japan significantly in terms of the volume share and relative impact of digital contacts with prescribers - and whilst digital is by no means the entirety of multichannel, it’s impossible to imagine a mature model without it.

1. Since 2011
20%down in Europe
Change
Management
100%respondents polled
are in stage 1 or 2
digital not
rising fast
enough to
compensate
Ownership
Time to
create digital
content
Platforms
Processes
Senior
management
belief
Infrastructure
to execute
multichannel
Differences
in regulatory
Skill sets
Cutural
differences
Content impact
measurement
MULTICHANNEL
MATURITY
traditional communication
channel promotion from
pharma to doctors is
1
2
3
4
Reach Expansion
Integrated channels
Orchestrated
customer experience
Service provision
M
U
L
T
I
C
H
A
N
N
E
L
J
O
U
R
N
E
Y
The Essential European Revolution
START
Establish
where you are
understand the
barriers and drivers
of multichannel by
country and therapy area
outline
reward &risk
effective
measurement
& impactful
communication
build program that maximizes effectiveness
of channels and communication tools for
prescriber journey
Challenges to
Multichannel Maturity
DIGITAL IMPACT
How to break out of the
inverse relationships
driving digital share &
digital impact
digital impact
digitalshare
To find out more, or get in touch, please follow this link or contact
gdabbs@uk.imshealth.com, cwooden@fr.imshealth.com or srickwood@uk.imshealth.com