navigator 3.0: taking channel insights to the next level

25/10/2017Proprietary and Confidential Information© Across Health 1

Webinar: Navigator 3.0 – Taking channel insights to the next level

October 25, 2017

Ruud Kooi, Managing PartnerPhilip Baciaz, VP Customer Insights


Ground rules

• This webinar will take around 40 minutes, followed by questions

• You can submit questions at any time via the “Ask a question” tab. Questions will be answered at the end of the webinar.

• Please give us your feedback!

• Rate the seminar (“Rate this” tab)

• If you would like to have a follow up discussion on any of the concepts we discussed, please complete the short survey in “Attachments” tab.

• The webinar will be recorded and made available immediately after this session on both the BrightTalk platform and our dedicated website page: http://www.a-cross.com/health/events/navigator-30-taking-channel-insights-next-level

http://www.a-cross.com/health/events/navigator-30-taking-channel-insights-next-level


Multichannel has been around forever…


The traditional “relationship seeker” focus will not bring the success it used to bring

INDEPENDENTS TRANSACTIONALS KNOWLEDGE SEEKERS RELATIONSHIP SEEKERS

VALUE PLACED ON PHARMACEUTICAL COMPANY RELATIONSHIP

Source: Quantitative research by Mckinsey & Across Health

• Do not place much

value on interactions

with pharmaceutical

companies

• Rely on evidence-based

materials

• Tend to be slower to try

new medication

• Only value samples from

pharmaceutical companies

• Cost conscious

• Most receptive to patient’s

preferences

• Tend to be slower to try new

medication

• Interested in educational programs

offered by pharmaceutical

companies

• Do not value informal talks or

samples

• Least receptive to patient’s

preferences

• Tend to be early adopters and pro-

pharma

• Look forward to interactions with

reps and pharmaceutical

companies, and other clinicians

• Value samples and education

from pharmaceutical companies

• Tend to be earlier adopters of new

medication


HCP archetypes…EU5 SPEC


If done at scale, digital brings impact

“Excellent launches are characterized by 20% of their promotional contacts as digital”

IMSQuintiles - Launch Excellence V

… and IMS did not even take into account the eMedicalcontacts (which should be much higher still) …

…but which channels? … and which content? And which frequency? … etc


Our Maturometer 2017 finds pharma still lacks a robust mix process

• Only 7% “completely agrees” that they have a strong channel mix optimization

process

• Only 13% are satisfied with their digital efforts – unchanged since 2010

• While they intend to raise digital budgets by 20%....

• How can pharma ensure the digital budget is spent optimally this time… and improve satisfaction?


The Navigator has been a trusted compass for Pharma since 2013


From Share of Voice to Quality of Voice (QOV)


Which parameters will go up/down?

X X XIMPACT (MCQ)REACH FREQUENCY

F QQUALITY


F QQUALITY


F QQUALITY

BASIC FORMULA

DIGITAL

TRADITIONAL


4%

7%

5%

4%

6%

9%

11%

14%

16%

26%

2%

6%

6%

6%

7%

8%

11%

13%

18%

23%

2%

6%

7%

7%

7%

7%

11%

13%

18%

23%

Healthcare disruption

Big data and artificial intelligence

Maximizing the opportunities of digital health

Developing a strong integrated emedical offering

Moving from HCP-centricity to patient-centricity

Getting robust insights of the omnichannel ecosystem

Upskilling the organization

Moving from product-centricity to customer-centricity

Transforming the fieldforce to multichannel reps

Defining & optimizing the customer journey across multipletouchpoints

Global Europe US

Customer experience/engagement is key… MATUROMETER 2017Key “channels” have often been prioritized already… focus now is on the bigger picture… with content/3d parties… and benchmarking!

Please indicate the importance of these topics to your organization in the next 2 years. Please distribute 100 points over the most important ones

n=256 (Global);

221 (Europe); 45 (US)


Our industry-leading 3rd-gen Navigator is now available!

SEAMLESS INTEGRATION FOR FULL CUSTOMER EXPERIENCE

RIGHTCONTEXT

RIGHTCONTENT

PART 1

COMPETITIONRIGHT

CHANNELS

FULLCUSTOMER

ENGAGEMENT

RIGHT CUSTOMER

RIGHT FREQUENCY

PART 2

RIGHT 3d PARTY MEDIA

PART 3

1 32

Nav 3.0Nav 2.0



PART 1

RIGHT CHANNELS

RIGHTCUSTOMER

RIGHT FREQUENCY

PART 2 PART 3

1 32

Part 1 focuses on the key channel metrics

FULLCUSTOMER

ENGAGEMENT


Reach, impact and frequency for 56 channels


POLL 1

What is the reach of the sales rep in the Belgian GP market ?

1. 20-30%

2. 30-40%

3. 40-50%

4. 50-60%

5. 60-70%


Performance map


Thanks to the MCQ model… you can WEIGH channels… compare apples with apples

…50+ channels

But HOW to compare?

MCQ

(MultiChannel

eQuivalence)

Big/medium/small apples

But all APPLES


Equivalence map – demo dataPharma channels only

impact > repimpact < rep



RIGHTCONTEXT

RIGHTCONTENT

PART 1

COMPETITION

FULLCUSTOMER

ENGAGEMENT

PART 2 PART 3

2

Part 2 focuses on 3 other important Cs: Content, Context & Competition


We cover “right content” & “right context” for 13 key pharma channels

PROMO

Sales rep

Teledetailing

Rep tablet

eMail rep

Pharma website

Pharma apps

MEDICAL

Scientific meetings

International medical congresses

eMeded

MSL

eMSL

Webcasts

Online MD communities


POLL 2

What is the ideal length of a webcast according BE GPs?

1. < 15 mins

2. 15-30 mins

3. 30-45 mins

4. 45-60 mins

5. > 60 mins


Webcast – webcast ideal lengthMost HCPs believe that a webcast should be 15-30 minutes long.

What is the ideal length of a medical webcast according to you?

N=11

% among HCPs exposed to this channel


Sales rep – rep time of dayMost reps prefer to see sales reps between patient appointments, during working hours.

Looking more specifically at times for engaging with pharma sales reps, please select the time of day when you would most prefer to see them?

N=64

HCPs were asked to select all that apply

% among HCPs exposed to this channel


Digital leader scores

Speaking generally, which are the 3 leading pharma companies in terms of online communications?

N=98HCPs were asked to distribute 100 points to no more than 3 optionsScore = sum of points scored over total possible points (ie. #HCPs x100)


Promotional channels – competitor ranking summary

100% 100% 100% 100% 100% 100%

91% 39% 80% 95% 25% 50%

89% 33% 70% 81% 23% 50%

89% 29% 47% 75% 21% 25%

77% 26% 36% 50% 20% 25%

Rep Teledetailing Rep Tablet Pharma Website Pharma AppRep Email

Menarini Pfizer GlaxoSmithKline Pfizer Teva

Pfizer

GlaxoSmithKlineJanssen / Johnson

& Johnson (US)Novartis Bayer MSD / Merck (US)

AstraZeneca Teva AstraZeneca Pfizer GlaxoSmithKline

GlaxoSmithKline

Eli Lilly

Novartis GlaxoSmithKline Menarini AstraZeneca AstraZeneca AstraZeneca

Pfizer SanofiBoehringer

IngelheimNovartis Novartis

UCB


Comparative analysis – channel execution differentiationOpportunities have been identified in channels where there is greatest disparity between the performance of the top company and the rest. Pharma website, with a fairly high multichannel equivalence score, presents a market space that has low/poor competition at the moment.


The 3.0 also covers HCPs’ expectations around health techHCPs consider patient-reported data to be the most important topic both now and in two years.

They also believe that remote patient diagnosis will become significantly more important in the coming two years.

How relevant do you think these offerings are now and in 2 years?

N=98

HCPs were asked to distribute 100 points to no more than 3 optionsScore = sum of points scored over total possible points (ie. #HCPs x100)



PART 1

FULLCUSTOMER

ENGAGEMENT

PART 2


PART 3

3

Part 3 focuses on third party media


Navigator 3.0 Media Optimizer

• Do you want to create extra reach and frequency beyond your own channels to gain coverage of key prescribers?

• Are you unsure which media partner is most relevant for your crucial media spend?

• Do you want to identify “rising stars” and “hidden gems” to avoid media clutter?

• The Navigator 3.0 Media Optimizer reveals precisely which top media channels HCPs are viewing and using for professional purposes, ranked by importance

• Uncovers also which websites and apps HCPs are recommending to their patients

• Supports media buying decisions, taking the guess work out of where to invest

• Country- and therapeutic area-specific


POLL 3

In the Belgian GP market, which third party website has the highest impact?

1. JAMA

2. Lancet

3. BMJ

4. Local GP site

5. Medscape


3rd-party website performance mapAmong the listed 3rd-party websites, Cochrane Library, BMJ and NEJM have moderate reach but high impact.

Which of the following professional medical websites have you encountered or used for professional purposes in the last 3 monthsand how do they impact your clinical decision making process (0=no impact; 10=high impact)?

N=76


The 8 media channels covered in the Media Optimizer

Int’l & national congresses

HCP-recommendedpatient websites

HCP-recommendedpatient apps

3d party HCP websites

3d party HCP eNewsletters

HCP Apps

Int’l & national journals

Online MD communities


Making the data actionable


Case study 1: optimize mix planning for unsupported mature brands (GP)

Step 1: Define MC ambition level vs base case and predict sales evolution (carry-over)

Step 3: Develop annual campaign plan + KPIs

Step 4: Develop content & channels (3 months in advance) and set up dashboard

Step 5: Execute the plan & optimize channels & customer targeting throughout

Step 6: Measure actual sales vs predicted

Step 2: Select channels & add frequencyto match the MC ambition

Step 1

Step 2

Step 6


Case study 2: optimize mix planning for a launch brand

Step 1: Define MC ambition level vs base case

Step 3: Calculate MCQ’s & Cost/MCQ delivered by base case

Step 4: Optimise the channel mix based on Navigator data

Step 5: Build an optimised campaign plan capable of meeting MCQ ambition levels for each of the different GTM scenario’s

Step 6: Compare NPV vs base case for a 3-year time horizon

Step 2: Consider different scenarios (central vs local campaign, MCM only, ...)

Step 1

Step 6


Key strengths


Our industry-leading 3rd-gen Navigator is now available!


RIGHTCONTEXT

RIGHTCONTENT

PART 1

COMPETITIONRIGHT

CHANNELS

FULLCUSTOMER

ENGAGEMENT

RIGHT CUSTOMER

RIGHT FREQUENCY

PART 2


PART 3

1 32

Nav 3.0Nav 2.0


Current Scope

EU5 available by end Q4 for all marketsUS, JP, PCR, BR, NL, BE for selected TAs

CARDIOLOGYDERMATOLOGY HEMATOLOGY NEUROLOGY ONCOLOGYGPs RHEUMATOLOGY


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