webinar - multichannel maturometer 2017 results: key global trends
TRANSCRIPT
20/07/2017Proprietary and Confidential Information© Across Health 1
MTM 2017 results: Key global trendsAcross Health Webinar
20 July 2017
20/07/2017Proprietary and Confidential Information© Across Health 2
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.
• Some polls will be activated during the webinar. You can access them via the “Vote” tab.
• 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 BrightTalkplatform and our dedicated website page: http://www.a-cross.com/health/events/multichannel-maturometer-2017-results
20/07/2017Proprietary and Confidential Information© Across Health 3
Team of 50+ consultants
Projects for 30+ pharma groups
Offices in 7 markets, projects in over 10
45+% in customer insight and strategy
Channel affinity of 15,000+ HCPs, patients
and payers (Navigator)
20+% revenue CAGR since 2008
NPS = 46Across HealthKey numbers
2017
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01 Key Survey Statistics
© Across Health 5
Key survey statistics
• 256 respondents from life sciences (no agencies/consultancies)
• 96% from pharma/biotech; 2% Medtech: 3% OTC & Other
• 48% from Europe
• 47% national scope; 53% int/global
• 35% Digital/Multichannel, 25% Marketing, 10% CRM, 9% Sales
• 48% (senior) manager level; 43% director or C-level
• A variety of TAs: 17% across all areas, 14% Oncology, 8% Neurology….
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Do you think the pace of digital transformation has accelerated vs last year?
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1. It has markedly decreased
2. It has decreased a bit
3. It is at about the same level
4. It is a bit faster now
5. It is much faster now
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Digital transformation is moving slowly globally (perceived as slower than 2016) – with more than half (57%) of respondents thinking it is (very) slow
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How would you rate the pace of implementation of digital transformation in your organization?
n=256 (Global);221 (Europe); 45 (US)
2
2
2
16%
14%
14%
24%
26%
28%
49%
46%
44%
9%
13%
13%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
US
Europe
Global
Very fast Fast About right Slow Very Slow
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What do you think is the biggest digital challenge for pharma?
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1. Clearly defining the business case for digital: the upside (opportunities) & threats (downside)
2. Having a strong digital transformation vision and strategy
3. Having the right enablers in place (technology, resources, processes)
4. Getting robust evidence/ROI that digital customer engagement works
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These 4 areas all need to be addressed to ensure a successful & high-paced digital transformation
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And how about pharma? Increased spend does not lead to higher satisfaction…what’s the issue(s)?
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02 Strategy &Organization
Only a quarter of respondents have a strong digital vision & strategy, but boards are getting more firmly behind digitalRespondents who ‘completely agree’ about board support up 12% from 2016
n=221European Scope
Please rate your level of agreement with each of the following statements based on the scale below
6%
29%
24%
40%
35%
51%
45%
28%
18%
9%
9%
7%
Staff well-trained in digital
Strong digital/MC team with board support
Strong digital transformation vision & strategy
Completely agree Somewhat agree Somewhat disagree Completely disagree
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02 Strategy &Organization
While advanced knowledge of digital may be at an all time high –‘sufficient’ knowledge is down vs. 2016
10%
10%
8%
12%
12%
6%
11%
14%
34%
21%
30%
34%
25%
28%
36%
30%
31%
42%
44%
36%
38%
39%
33%
36%
20%
24%
18%
16%
21%
25%
17%
17%
4%
2
1
2
4%
3%
3%
3%
2010
2011
2012
2013
2014
2015
2016
2017
More than sufficient (expert) Sufficient Between sufficient and insufficient Insufficient Totally insufficient
n=256Global Scope
Do you feel that you have sufficient knowledge of all opportunities offered by the internet for your business activities?
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02 Strategy &Organization
4%
5%
6%
8%
9%
14%
15%
16%
18%
No expert agencies with multichannel pharma background…
Customers are not ready
No senior management support
No budget
No headcount to support this
No clear digital strategy
ROI questions
Not enough internal knowledge
Regulatory / legal / Healthcare compliance issues -0.9%
-1.1%
5.7%
3.2%
2.1%
2.9%
1.4%
1.1%
1.7%
High Increase
Low Increase
Decrease
% Change since 2011
n=237Global Scope
Lack of internal knowledge, ROI questions and budget availability see biggest increases vs. 2011 – MLR and digital strategy show decreases
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Please allocate 100 points over these potential bottlenecks for digital in your organization (highest number = biggest hurdle)
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02 Strategy &Organization
Most companies have a central global digital team in place, but the impact of this is questioned as much now as in 2014
18%
57%
25%
Yes, and it ishighly effective
Yes, but theimpact is low
Yes, just beingcreated
n=256
Global Scope
82%
14%
Yes No Don't know
Do you have a central digital team at the INTERNATIONAL level?
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02 Strategy &Organization
International digital teams are on the bigger side…
n=210
Global Scope
3%
17%
30%
15%
36%
1 person 2-3 staff 4-6 staff 7-10 staff over 10 staff
How big is your INTERNATIONAL digital team?
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02 Strategy &Organization
While there are fewer central digital teams locally, they are considered to be (significantly) more impactful
30%
41%
29%
Yes, and it ishighly effective
Yes, but theimpact is low
Yes, just beingcreated
Do you have a central digital team at the LOCAL level?
71%
25%
4%
Yes No Don't know
n=256
Global Scope
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02 Strategy &Organization
Local dedicated digital teams still on the small side…
n=182
Global Scope
30%31%
25%
8%6%
1 person 2-3 staff 4-6 staff 7-10 staff over 10 staff
How big is your LOCAL digital team?
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02 Strategy &Organization
Since 2016, more Healthcare Innovation teams have been established – but they are perceived to be less impactful overall
15%
61%
24%
Yes, and it ishighly effective
Yes, but theimpact is low
Yes, just beingcreated
Do you have a Healthcare Innovation team (digital health, beyond the pill, …) at the INTERNATIONAL level?
60%25%
15%
Yes No Don't know
n=256
Global Scope
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02 Strategy &Organization
International patient engagement teams are also becoming more common, but the perceived impact is low
25%
54%
21%
Yes, and it ishighly effective
Yes, but theimpact is low
Yes, just beingcreated
Do you have a Patient Engagement team at the INTERNATIONAL level?
49%
34%
17%
Yes No Don't know n=256
Global Scope
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03 Business Processes& Technology
n=221European Scope
2%
8%
17%
24%
31%
51%
43%
47%
23%
30%
14%
9%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
MC campaign automation
Robust process for channel mix
Digital/MC team integrated with Business/IT
Completely agree Somewhat agree Somewhat disagree Completely disagree
Digital teams are (slowly) being more integrated over time – but channel mix processes and campaign automation are still quite immature
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Please rate your level of agreement with each of the following statements based on the scale below
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What do you think about digital marketing spendings allocated to digital activities in 2017 compared to the last years?
© Across Health 23 Proprietary and Confidential Information
1. The digital marketing spendings are increasing
2. The digital marketing spendings are slightly increasing
3. The digital marketing spendings remain stagnant
4. The digital marketing spendings are decreasing
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03 Business Processes& Technology
A brisk 20% increase in digital marketing budgets ends a 5-year flatliner for Europe
0,0%
2,0%
4,0%
6,0%
8,0%
10,0%
12,0%
14,0%
16,0%
18,0%
20,0%
2011 2012 2013 2014 2015 2016 2017
Average8%
Average15%
Average16%
Average15.6%
Average15.1%
Average15.7%
Average18.9%
n=163European Scope
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If you oversee a product or marketing budget, which percentage of MARKETING budget is allocated to digital initiatives THIS YEAR?
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04 MultichannelIntegration
26%
7%
14%
45%
30%
37%
18%
38%
27%
11%
25%
22%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Reps equipped with digital tools beyond edetail
Good view of HCP channel acceptance
Integrated customer Db across channels
Completely agree Somewhat agree Somewhat disagree Completely disagree
n=221European Scope
The ‘multichannel rep’ continues to be the only channel integration component in which knowledge is growing….
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Please rate your level of agreement with each of the following statements based on the scale below
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04 MultichannelIntegration
34%
37%
43%
43%
49%
50%
56%
62%
73%
84%
HCP self-service portal
SEO
Web conference or virtual meeting
Online medical education
Approved email**
Web Banners
Direct marketing**
Email marketing
Pharma-owned website*
Tablet eDetailing
Of the tactics which we have surveyed since 2012, tablet detailing is the only real climber…and approved email is already in 6th position the first time it is included!
European Scope
* Company, product or disease websites
-1
-1
-2
+3
-5
-1
-1
** Not measured in 2012
-1
Changes in rank since 2012
Increase
Slight decrease
Big decrease
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05 Measurement
n=221European Scope
13%
9%
17%
40%
47%
46%
32%
30%
24%
15%
15%
13%
Good mix qualitative & quantitative KPIs
Measure hcp engagement
Measure results of all channels
Completely agree Somewhat agree Somewhat disagree Completely disagree
Under 20% of European respondents are very comfortable with measuring impact – and measuring HCP engagement is at a three-year low
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Please rate your level of agreement with each of the following statements based on the scale below
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06 Conclusions The helicopter view - summary
n=256 (2017), 275 (2016) - Global Scope
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06 Conclusions
n=256 (2017), 275 (2016)Global Scope
MLR continues to be the #1 perceived bottleneck, but lack of knowledge and ROI issues are close seconds; effectiveness of local and particularly global digital teams perceived as low and speed of digital transformation too
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Positive change
Neutral
Negative change
Changes since 2016
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06 Conclusions
0%
10%
20%
30%
40%
50%
60%
2010 2011 2012 2013 2014 2015 2016 2017
Dissatisfied
Neutral
Satisfied
n=256Global Scope
Satisfaction rates dropped in 2014 – and haven’t really grown since
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On a scale from 0 to 5, how satisfied are you with your current digital/multichannel activities?
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06 Conclusions
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 multiple touchpoints
Global Europe US
What are the future focus areas? Customer focus, MCM rep and upskilling… health tech gets little focus
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)
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06 Conclusions 5 things to do differently in 2017 and beyond
35 © Across Health
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06 Conclusions Want to know more?
Run your own “Internal Maturometer”
Assess the following 4 key areas to measure the digital maturity of your organization!
Measurement
Develop a compelling business case and measure impact relentlessly with a
balanced mix of qualitative and quantitative KPIs
People, Strategy& Organisation
Set a clear digital vision and strategy, design an effective organizational structure and
boost your skillset.
Business Processes& Technology
Develop key customer-centric cross-departmental
processes supported by agile & fit-for-purpose
technologies
Multichannel Integration
Optimize your channel mix decision-making process
and integrate your omnichannel execution.
• Full analysis of the results (around 50 slides)
• For each of the 4 topics assessed, a benchmark with the industry (at regional & global level)
• Raw data for reference & further analysis (upon request)
For more details and quote contact [email protected]
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06 Conclusions And if you want to enhance your (team’s) digital expertise: buy the bestselling evidence-based multichannel handbook!
The missing manual for pharma marketers…
Has your life science company started on the multi-channel journey but found itself in need of a good roadmap?
Across Health’s omnichannel experts describe & discuss the highways and byways of the digitally disrupted landscape, as it impacts the pharma industry.
Full of actionable insights and clear guidelines, this book will tell you everything you need to know to boost and direct your company’s customer engagement.
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http://www.a-cross.com/health/knowledge/delighting-pharma-customers-in-the-omnichannel-age
Over 1000 copies
sold
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06 Conclusions
© Across Health 38
Across Excellerator: Capability building offerings - comprehensive & customizable
workshops
channelguides
the missingmanual
e-learningmodules
seriousgaming
healthcaredisruption
tour
5+ guides available
200+ pages on evidence –based MCM
12 modules available
Available in Q4 2017
Over 1,000 people
trained in 2015-2016 across the globe
3rd tour in Jan 2018 in US: focus on digital health and technology