across health digital barometer 2012
Post on 19-Aug-2015
7.229 Views
Preview:
TRANSCRIPT
Global Digital Barometer
for the life sciences industry
“
Across Health’s Digital Barometer Know which way the wind blows!
8/21/2012 Across Health Digital Barometer 2012 2
Fonny Schenck
Managing Partner, Across Group
CEO, Across Health
For several years now, Across Health has been running a unique digital
landscape survey among life sciences leaders in EMEA. This year’s edition
of the Digital Barometer has taken a global perspective with exclusive
results from our key markets Europe, US and China. It gives you a 360° view on the status, challenges and future of “The New Normal” in life
sciences, i.e. when digital communication is no longer new, but is the norm.
I’m convinced you’ll find these results inspiring and trust they will help you
reach the next level...
Thanks again for your participation
and enjoy our hot-off-the-press findings!
Table of contents
• Executive summary
• Key survey statistics
• Current adoption of digital • Benchmark against competitors
• Digital satisfaction
• Most common eTactics
• Key challenges • Key bottlenecks
• Digital understanding
• The future of digital in life sciences • Top priorities for digital
• Digital marketing, sales & medical budgets
8/21/2012 Across Health Digital Barometer 2012 3
Executive summary
8/21/2012 Across Health Digital Barometer 2012 4
Executive summary
“It’s not about being
digital anymore, it’s now
about being clever with
digital.”
Peter Hinssen
• Overall, we witness a status quo or even a decline
in many areas: digital expertise, HCP multichannel
marketing, ... the first signs that digital is not the
easy „silver bullet‟ many people thought it would be.
• The new focus on cross-channel programmes
however positively points to a more mature use.
• Though digital satisfaction is low, it has improved
compared to previous years.
• Digital budgets continue to be low.
• Standard websites are still most often used.
• The top 3 bottlenecks for success continue to be
regulatory and legal issues, lack of digital
strategy and ROI, while lack of headcount and
lack of budget are gaining ground as obstacles.
8/21/2012 Across Health Digital Barometer 2012 5
8/21/2012 Across Health Digital Barometer 2012 6
Key survey statistics
8/21/2012 Across Health Digital Barometer 2012 7
Key survey statistics
• 358 respondents from life sciences companies
completed the online survey between March
and mid May 2012
• Industry spread Pharma, Biotech, OTC companies, Medical devices
• Geographical spread Europe, Middle East & Africa (EMEA), North America
(NA), China (CH), Latin America, Asia Pacific
• Local vs international spread Global, regional, national / local
• Functional spread Marketing, Medical, Sales, Digital, IT, CRM, other
8/21/2012 Across Health Digital Barometer 2012 8
Most respondents come from pharma
8/21/2012 Across Health Digital Barometer 2012 9
86%
5%
5%
2%
0%
1%
Pharmaceutical company
Medical devices company
Biotechnology company
OTC company
Business consulting
Others
The majority operates in the EMEA region
8/21/2012 Across Health Digital Barometer 2012 10
63%
12%
12%
7%
6%
Europe, Middle East & Africa
North America
China
Asia Pacific (exc. China)
Latin America
Half of the respondents is working nationally/locally, the other half
works at the regional or global level
8/21/2012 Across Health Digital Barometer 2012 11
Others
2%
National / local 51%
Regional 27%
Global 21%
Functional Spread
8/21/2012 Across Health Digital Barometer 2012 12
51%
30%
11%
8%
8%
4%
15%
Marketing
eBusiness/Digital
IT
Sales
CRM
Medical
Others
• Marketing and Digital represent 81% of all answers
• 3 major segments can be defined: Sales, Marketing and Medical eBiz CRM, IT
Current adoption
8/21/2012 Across Health Digital Barometer 2012 13
• Benchmark against other industries and competitors
• Digital satisfaction
• Most common eTactics
Current adoption of digital
• The gap with other industries remains.
• Digital initiatives geared towards patients are
generally considered more competitive than
those targeted towards HCPs.
• Satisfaction with digital has improved with
respect to previous years.
• Most commonly used digital tools are classic
eMarketing initiatives, specifically the
product/disease/company website triangle.
• Emerging channels like social media and
particularly mobile marketing continue to rise –
with a special mention for iPad/tablet detailing.
eRep and eMSL remain small.
8/21/2012 Across Health Digital Barometer 2012 14
“The great thing in the
world is not so much
where we stand, as in
what direction we are
moving.”
Oliver W. Holmes
57% rate their companies as behind other leading industries when it
comes to optimizing the use of internet
8/21/2012 Across Health Digital Barometer 2012 15
2%
15%
42%
30%
11%
1%
No opinion Far behind Behind Average Ahead Far ahead
57%
Digital vs other industries
How would you rank your company versus other leading industries
in optimally leveraging the internet?
In Chinese life sciences companies almost no one feels ahead of other
industries
How would you rank your company versus other leading industries
in optimally leveraging the internet?
8/21/2012 Across Health Digital Barometer 2012 16
Digital vs other industries
1%
31%
36%
27% 30%
40% 39%
28%
17%
32%
7% 7%
2% 3%
EMEA NA CH
No opinion Far behind Behind Average Ahead Far ahead
9% 7% 2%
Note: EMEA: Europe, Middle East & Africa - NA: North America - CH: China
8/21/2012 Across Health Digital Barometer 2012 17
4% 3% 3% 3%
33% 31% 31%
23%
33%
41%
36% 40%
24%
15% 17%
25%
6% 8% 12%
7%
1% 1% 2%
0%
20%
40%
60%
2009 2010 2011 2012
No opinion Far behind Behind Average Ahead Far ahead
9%
How would you rank your company versus other leading industries
in optimally leveraging the internet?
6% 9% 13%
In EMEA, the share of respondents believing that life sciences is far behind
decreases over time, while the percentage thinking they are ahead is more or
less stable
Digital vs other industries
Digital Strategy in the New Normal
8/21/2012 Across Health Digital Barometer 2012 18
Peter Hinssen
Chairman, Across Technology
Author of the best-selling “The New Normal”
Once we cross over into the times where digital is the New Normal, the way we interact with our customers will change completely. The worst mistake you could make is to take your existing analog interaction patterns with customers and transfer them to the web. Don’t transfer, but re-think. It’s all about intelligence. It’s all about the contact, it’s all about “you”. As the master of marketing, Philip Kotler, once said: “Marketing takes a day to learn. Unfortunately it takes a lifetime to master.” You’ve got a couple of years, max.”
“
3% 6%
26%
40%
23%
2%
No opinion Far behind Behind Average Ahead Far ahead
1 out of 4 rank their company ahead of competition in using digital
marketing towards HCPs
25%
8/21/2012 Across Health Digital Barometer 2012 19
HCPs
How would you rank your company versus your competitors in using digital marketing
initiatives targeted at healthcare professionals?
3% 5%
23%
10%
14%
40%
31% 27%
25%
31%
45%
7%
24%
11%
2% 2%
EMEA NA CH
No opinion Far behind Behind Average Ahead Far ahead
Companies in North America feel more confident when it comes to using
digital marketing towards HCPs
How would you rank your company versus your competitors in using digital marketing
initiatives targeted at healthcare professionals?
8/21/2012 Across Health Digital Barometer 2012 20
9% 24% 13%
HCPs
Note: EMEA: Europe, Middle East & Africa - NA: North America - CH: China
Remarkably, the confidence of mastering multichannel HCP marketing is
decreasing strongly over time... while the need to do so is rising year
after year (EMEA data)
How would you rank your company versus your competitors in using digital marketing
initiatives targeted at healthcare professionals?
8/21/2012 Across Health Digital Barometer 2012 21
3% 4% 7%
3%
16%
7%
13%
23% 23%
31%
26%
40%
31%
38% 39%
25% 25%
17% 13%
7%
1% 2% 2% 2%
2009 2010 2011 2012
No opinion Far behind Behind Average Ahead Far ahead
9% 26% 19% 15% HCPs
4%
12%
27%
39%
14%
3%
No opinion Far behind Behind Average Ahead Far ahead
In terms of consumer / patient-driven digital marketing initiatives,
17% ranked their companies as ahead of competition...
8/21/2012 Across Health Digital Barometer 2012 22
17% Patients
How would you rank your company versus your competitors in using digital marketing
initiatives targeted at consumers/patients?
… with again a higher level of confidence in North American companies
compared to the other regions
8/21/2012 Across Health Digital Barometer 2012 23
3% 2%
12%
7%
18%
39%
24% 20%
27%
48%
43%
14%
21%
14%
5% 2%
EMEA NA CH
No opinion Far behind Behind Average Ahead Far ahead
19% 21% 16%
Patients
How would you rank your company versus your competitors in using digital marketing
initiatives targeted at consumers/patients?
Note: EMEA: Europe, Middle East & Africa - NA: North America - CH: China
3% 4% 7%
3%
23%
14% 13% 12%
32% 36%
33%
39%
32% 31% 30% 27%
8%
13% 15% 14%
1% 2% 2% 5%
2009 2010 2011 2012
No opinion Far behind Behind Average Ahead Far ahead
8/21/2012 Across Health Digital Barometer 2012 24
9% 15% 17% 19%
Opposite to the trend for HCP digital initiatives, more EMEA companies
feel ahead of competition in using digital towards patients
Patients
How would you rank your company versus your competitors in using digital marketing
initiatives targeted at consumers/patients?
Comparing regions once more, it is clear that the level of confidence in North
America is much higher than in other regions, especially regarding HCP
communication
How would you rank your company versus your competitors in using digital marketing
initiatives targeted at HCPs OR consumers/patients? (% ahead + % far ahead)
8/21/2012 Across Health Digital Barometer 2012 25
9%
24%
14%
19% 21%
16%
0%
20%
40%
EMEA NA CH
HCP Patients
28% 45% 30%
Note: EMEA: Europe, Middle East & Africa - NA: North America - CH: China
The iPad (r)evolution
8/21/2012 Across Health Digital Barometer 2012 26
For long, we all have been using legacy CRM systems and some of us have even
tried out tablet computers in day-to-day calls. It almost started to seem normal
practice to work with the slow and heavy tools we had. But then the iPad (and cloud
computing) took us all by surprise.
Still today, almost weekly companies are approaching us with the same question:
“We just bought iPads... how do we go beyond the rapidly waning novelty factor –
and PDF detail aids?” And this is only the start...
Indeed, the iPad holds a lot of promise for integrated cross-channel approaches. But
the tool itself is already being commoditized... If done well, interactive detailing can
quickly become the main gateway for reps and their customers to access the
company’s whole multichannel service offering. In that scenario, the iPad can
completely change the way we have been doing business for decades in
just a few years... If not, it will be just another technology-led hype... and
the track record of pharma is not really strong in this area!
Pat Thistlethwaithe
Managing Director, USA
“
Only 17% of respondents are satisfied with their current digital activities
8/21/2012 Across Health Digital Barometer 2012 27
On a scale from 0 to 5, how satisfied are you with your current digital activities?
Extremely
Satisfied Extremely
Dissatisfied Average
score 2,6
1%
11%
30%
42%
15%
2%
0 1 2 3 4 5
17%
8/21/2012 Across Health Digital Barometer 2012 28
On a scale from 0 to 5, how satisfied are you with your current digital activities?
AVG. Score
2,6
2,6
2,3 5%
2
7%
5
13%
50%
43%
28%
36%
33%
41%
14%
15%
0% 20% 40% 60% 80% 100%
CH
NA
EMEA
0 1 2 3 4 5 Extremely
Satisfied
Extremely
Dissatisfied
2%
2%
2%
Respondents in EMEA and NA regions report satisfaction levels of
around 17%, while China’s is much lower
Note: EMEA: Europe, Middle East & Africa - NA: North America - CH: China
On a scale from 0 to 5, how satisfied are you with your current digital activities?
Extremely
Satisfied
5%
4%
2
24%
18%
18%
13%
26%
34%
34%
28%
35%
32%
34%
41%
8%
10%
11%
15%
0% 20% 40% 60% 80% 100%
2009
2010
2011
2012
0 1 2 3 4 5
8/21/2012 Across Health Digital Barometer 2012 29
Extremely
Dissatisfied
The EMEA region records a gradual increase in digital satisfaction over
the years, with a marked increase over the last year…although the
absolute number remains low.
2%
1%
2%
2%
Digital strategy in China
8/21/2012 Across Health Digital Barometer 2012 30
Although China is set to be the second largest market for pharmaceuticals within
the next few years... and already has almost twice as many internet users as the
number 2 market, the United States... the cross-channel potential remains largely
untapped. With around two million doctors and massive sales forces serving only
5% of this fast broadening market, doctors remain largely underinformed and
undereducated. The potential for digital (or multichannel) programmes is huge...
Considering both the budgets and the stakes are high, pharmaceutical
companies cannot permit themselves to “understrategize”. Unfortunately, this
tends to run against the rather implementation focused Chinese mindset. This is
a call to do something about it. Sound insights, strategic planning and the right
impact measurement are all key for success. As in many other situations, the
chain is only as strong as its weakest link.
Francis Chay
Managing Director, China
“
88%
72%
66%
58%
53%
46%
44%
43%
43%
41%
41%
28%
22%
18%
11%
11%
5%
15%
14%
22%
16%
33%
32%
28%
23%
30%
20%
46%
36%
38%
27%
36%
5%
9%
14%
14%
23%
17%
20%
21%
23%
21%
28%
22%
34%
40%
48%
44%
3
4%
5%
6%
8%
5%
4%
8%
11%
8%
11%
4%
8%
4%
13%
9%
Company website
Product website
Disease website
eMail marketing
Web banners
Tablet eDetailing
Web conference
HCP self-service portal
SEO
Online MedEd
SEA
Mobile marketing
Virtual eDetailing
Social media
eMSL
eRep
Often / Standard practice Pilot planned or ongoing
Never Do not know / NA
8/21/2012 Across Health Digital Barometer 2012 31
Classic websites remain the most commonly used digital channels on both
a global and regional level. Mobile and particularly tablet detailing are
moving up the ranks fast, while social media seems to lose momentum.
A cross-region comparison shows...
• The top 5 eTactics are consistent across regions and are
classic eMarketing tools
• The upcoming stars immediately follow: tablet edetailing is
the number 6 in EMEA, while in North America HCP self-
service portals are more widely adopted
• SEO & SEA are bigger in North America, most probably due
to the larger importance of consumers
• Mobile marketing is most used in the Chinese market
• Surprisingly the EMEA market scores better in terms of
Online MedEd and web conferences than the MedEd-loving
Chinese market
• The promising eMSL and eRep initiatives are still not taking
off on a large scale
8/21/2012 Across Health Digital Barometer 2012 32
86%
69%
63%
58%
52%
48%
42%
42%
40%
39%
34%
24%
22%
13%
10%
10%
6%
16%
17%
22%
16%
34%
30%
30%
35%
23%
21%
47%
34%
37%
38%
24%
6%
12%
15%
14%
26%
16%
23%
23%
23%
27%
32%
26%
38%
48%
48%
55%
2
3%
4%
6%
7%
1
6%
5%
2
11%
12%
3
5%
3
4%
11%
Company website
Product website
Disease website
eMail marketing
Web banners
Tablet eDetailing
HCP self-service portal
Online MedEd
Web conference
SEO
SEA
Mobile marketing
Virtual eDetailing
Social media
eRep
eMSL
Often / Standard practice Pilot planned or ongoing
Never Do not know / NA
Top eTactics used in:
Europe, Middle East and Africa
8/21/2012 Across Health Digital Barometer 2012 33
88%
81%
62%
62%
60%
55%
52%
52%
43%
43%
33%
33%
26%
24%
17%
14%
2
10%
12%
10%
10%
14%
10%
12%
24%
31%
12%
48%
24%
43%
19%
17%
7%
7%
17%
17%
12%
19%
17%
17%
17%
19%
24%
14%
38%
26%
50%
38%
2
2
10%
12%
19%
12%
21%
19%
17%
7%
31%
5%
12%
7%
14%
31%
Company website
Product website
Disease website
eMail marketing
Web banners
HCP self-service portal
SEO
SEA
Web conference
Tablet eDetailing
Online MedEd
Mobile marketing
Virtual eDetailing
Social media
eRep
eMSL
Often / Standard practice Pilot planned or ongoing
Never Do not know / NA
Top eTactics used in:
North America
8/21/2012 Across Health Digital Barometer 2012 34
86%
68%
61%
48%
45%
41%
41%
39%
36%
36%
32%
30%
27%
16%
11%
9%
9%
23%
20%
32%
25%
32%
27%
45%
32%
30%
36%
36%
39%
36%
30%
20%
2
5%
14%
14%
25%
23%
27%
14%
25%
30%
25%
34%
23%
36%
50%
57%
2
5%
5%
7%
5%
5%
5%
2
7%
5%
7%
11%
11%
9%
14%
Company website
Product website
Disease website
eMail marketing
Web banners
SEO
SEA
Mobile marketing
HCP self-service portal
Web conference
Online MedEd
Social media
Tablet eDetailing
Virtual eDetailing
eMSL
eRep
Often / Standard practice Pilot planned or ongoing
Never Do not know / NA
Top eTactics used in:
China
8/21/2012 Across Health Digital Barometer 2012 35
In EMEA, the highest increase compared to previous years occurs for
tablet edetailing and mobile marketing
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100% Often / Standard Practice
2010 2011 2012
8/21/2012 Across Health Digital Barometer 2012 36
As the use of web banners becomes more of a standard practice, piloting
efforts for this digital tool slow down. On the other hand, eMSL and eRep are
piloted more often each year
0%
10%
20%
30%
40%
50% Pilot Planned / Ongoing
2010 2011 2012
8/21/2012 Across Health Digital Barometer 2012 37
eRep and eMSL require thoughtful management
8/21/2012 Across Health Digital Barometer 2012 38
The traditional business model in pharma is waning. The role of the
sales force is being redefined and their tools modernized, as iPad
detailing and remote live customer interactions, a.k.a. eRep and eMSL,
are being introduced. As opposed to the amount of attention iPad
detailing currently gets, the more disruptive and potentially more
impactful remote approaches are still only used by a limited group of
early adopters.
Indeed, introducing remote detailing requires more courage,
investment and change management. Our experience teaches us that
it is truly about changing the business model step by step – any other
approach will quickly fail and die, leaving behind a wound in the
organization that is hard to heal.
“
Patrick Vidal
Managing Director, France
Finally, in the mobile space, “beyond the pill” still seems a far cry from
reality… product info apps are most commonly developed; the promising
monitoring tools seem to be the hardest
MOBILE: What apps / tactics do you develop or have developed?
8/21/2012 Across Health Digital Barometer 2012 39
41%
30%
28%
27%
26%
25%
25%
24%
11%
9%
4%
22%
Product info / updates
Mobile website
Medical news / article updates
Adherence / compliance tracker
Dosage calculator
Diagnostic tool
Treatment guidelines
CME
Symptom tracker
Remote monitoring of patients
Others
None
Key challenges
8/21/2012 Across Health Digital Barometer 2012 40
• Key bottlenecks
• Digital understanding
“When you're finished
changing, you're
finished.”
Benjamin Franklin
Key challenges
• Regulatory or legal issues, lack of digital
strategy, and ROI are still the main challenges.
• Lack of headcount and lack of budget are
rising to the top – a sign that companies are finally
starting to right-resource the cross-channel
opportunity?
• Lack of internal knowledge is relatively more
important in EMEA. North America focuses more
on resource issues and China on ROI concerns.
• More than half feel they have insufficient
knowledge of all online opportunities for their
business activities... and this number has been
going down rather than up in the past few years.
8/21/2012 Across Health Digital Barometer 2012 41
The 3 primary bottlenecks for digital are regulatory issues, ROI questions
and unclear eBusiness strategies
8/21/2012 Across Health Digital Barometer 2012 42
25%
17%
18%
9%
6%
6%
4%
4%
3%
3%
1
2
1
18%
11%
11%
10%
7%
10%
8%
6%
5%
4%
3
2
4%
8%
11%
9%
12%
12%
6%
9%
6%
6%
4%
4%
1
11%
Regulatory or legal issues
ROI questions
No clear eBusiness strategy
Not enough internal knowledge in this area
No headcount to support this
Healthcare compliance concerns
No budget
No senior management support
Pharmacovigilance issues adverse event reporting etc
Customers are not ready
No expert agencies with pharma background available
Others
NA
Most important Second most important Third most important
The same top 3 reigns supreme in EMEA. Lack of internal knowledge is
rising quickly…
8/21/2012 Across Health Digital Barometer 2012 43
26%
19%
16%
9%
8%
7%
3%
4%
2
3
2
1
20%
10%
11%
12%
7%
10%
6%
5%
5%
4%
2
3
4%
8%
9%
10%
15%
11%
6%
9%
6%
6%
5%
3%
1
11%
Regulatory or legal issues
No clear eBusiness strategy
ROI questions
Not enough internal knowledge in this area
No headcount to support this
Healthcare compliance concerns
No budget
No senior management support
Pharmacovigilance issues adverse event reporting etc
Customers are not ready
No expert agencies with pharma background available
Others
NA
Most important Second most important Third most important
Europe, Middle East and Africa
8/21/2012 Across Health Digital Barometer 2012 44
43%
7%
17%
7%
5%
10%
7%
2
2
14%
12%
12%
12%
14%
7%
12%
7%
7%
2
10%
19%
7%
12%
10%
10%
5%
7%
7%
5%
2
2
5%
Regulatory or legal issues
ROI questions
No clear eBusiness strategy
No budget
No headcount to support this
Not enough internal knowledge in this area
Healthcare compliance concerns
Pharmacovigilance issues adverse event reporting etc
No senior management support
No expert agencies with pharma background available
Customers are not ready
Others
NA
Most important Second most important Third most important
Again, the same top 3 holds for North America. Resource issues
(budget/headcount/knowledge) are important runner-ups here
North America
Also in China the top 3 is the same. However, ROI questions are much
more prominent, while regulatory/legal issues come in only 3rd…
8/21/2012 Across Health Digital Barometer 2012 45
32%
14%
11%
14%
7%
7%
5%
5%
2
2
2
16%
18%
16%
5%
11%
7%
9%
9%
2
2
2
2
14%
11%
5%
9%
9%
9%
9%
2
11%
9%
2
9%
ROI questions
No clear eBusiness strategy
Regulatory or legal issues
Not enough internal knowledge in this area
No budget
No senior management support
Healthcare compliance concerns
Customers are not ready
No headcount to support this
No expert agencies with pharma background available
Pharmacovigilance issues adverse event reporting etc
Others
NA
Most important Second most important Third most important
China
0% 10% 20% 30% 40% 50% 60% 70%
Regulatory or legal issues
No clear eBusiness strategy
ROI questions
Not enough internal knowledge in this area
Healthcare compliance concerns
No headcount to support this
No senior management support
No budget
Customers are not ready
Pharmacovigilance issues adverse event reporting etc
No expert agencies with pharma background available
Others
NA
2012 2011 2010
In EMEA, the top 2 receded as a bottleneck giving way to resource topics
(lack of internal knowledge, low budgets, lack of headcount)
8/21/2012 Across Health Digital Barometer 2012 46
1%
18%
44%
30%
8%
Totally insufficient
Insufficient Between sufficient
and insufficient
Sufficient More than sufficient /
expert
Only slightly more than 1 out of 3 respondents feels confident about their
digital expertise
Do you feel that you have sufficient knowledge of all opportunities offered by the internet for
your business activities?
8/21/2012 Across Health Digital Barometer 2012 47
Internal knowledge
38%
Setting up the multichannel organization
8/21/2012 Across Health Digital Barometer 2012 48
Patric Jarchow
Managing Director, Germany
When organizing your company for integrated cross-channel and customer
centric approaches, a lot of small and big steps need to be taken, and
sometimes retaken.
Zero-based definition of the channel mix, upgrading the CRM platform for true
360° CLM, introducing new sales tools, training & change management,
synchronizing sales-marketing-service-medical teams, investing in customer
analytics, building the required digital infrastructure, defining new policies and
processes, ... It requires considerable vision, experienced people and a
willingness to keep moving forward.
The production agencies of the past – who recently acquired digital
capabilities – are no appropriate partners to take along in this transformation.
We believe in multichannel, and we’ve been there. Have a look at our website
and give us a call!
“
The future of digital in life sciences
8/21/2012 Across Health Digital Barometer 2012 49
• Top priorities for digital
• Digital marketing, sales & medical budgets
“My interest is in the
future because I am
going to spend the rest
of my life there.”
Charles F. Kettering
• Cross-channel marketing mix optimization is
the top priority for most. Strategy development and
impact measurement/dashboarding immediately
follow.
• Currently, digital initiatives capture only a small
percentage of the total marketing budget. For
medical and sales this is even lower.
• 3 out of 4 believe the digital budget will increase
– but only moderately (and still too slowly to really
change something). Meanwhile, the majority
believes that the overall marketing budget will
either remain the same or decrease.
8/21/2012 Across Health Digital Barometer 2012 50
FUTURE OF DIGITAL
The future of digital
in life sciences
Overall, cross-channel marketing optimization is the most important
digital priority while assessing landscape trends comes in last
What are priorities in your organization regarding DIGITAL?
8/21/2012 Across Health Digital Barometer 2012 51
20%
18%
15%
14%
14%
12%
8%
Cross-channel marketing mix
optimization
Strategy development
Impact measurement / reporting /
dashboarding
Full-scale execution of tactics
Training
Best practice sharing
Assessing landscape trends
FUTURE OF DIGITAL
18%
15%
13%
13%
11%
7%
Cross-channel marketing
mix optimization
Strategy development
Impact measurement /
reporting / dashboarding
Full-scale execution of
tactics
Training
Best practice sharing
Assessing landscape
trends
17%
16%
16%
18%
15%
10%
8%
15%
16%
16%
15%
15%
13%
9%
EMEA NA CH
Marketing mix optimization leads in EMEA. On the other hand, full-scale
execution of tactics is NA’s priority while CH focuses on impact
measurement and strategy
8/21/2012 Across Health Digital Barometer 2012 52
22%
FUTURE OF DIGITAL
Note: EMEA: Europe, Middle East & Africa - NA: North America - CH: China
Rethink the marketing mix
8/21/2012 Across Health Digital Barometer 2012 53
“
Charles MacKinnon
Managing Director, UK
When reading the Digital Barometer results, it strikes and delights me that
this year’s top priority regarding digital is the redefinition of the cross-channel
marketing mix.
It is truly essential to rethink the cross-channel mix, as it is only when you
visualize your optimal mix from the eye of your customers, calculate budgets
and resources accordingly, and redesign your customer-facing activities, that
you will be able to lead the required change, generate true business impact...
and create a virtuous circle of success.
Even if the large cross-channel breakthrough may not come before
2013-2015, visualize it today and plan for the near future. It will be a
helpful map in your exciting journey in the “New Normal”...and any
procrastination is to be avoided – your competitors have the same
priority!
Marketing budget for digital initiatives continues to go up year after year
If you oversee a product budget (marketing), which percentage of it is allocated to digital
initiatives THIS YEAR?
8/21/2012 Across Health Digital Barometer 2012 54
12%
41%
17% 16%
6% 9%
less than 5%
5% to 10%
11% to 15%
16% to 20%
21% to 25%
more than 25%
Digital marketing
Average
14,1%
FUTURE OF DIGITAL
Across regions, the digital marketing budget is approximately the same.
China has relatively more budgets below 10%
If you oversee a product budget (marketing), which percentage of it is allocated to digital
initiatives THIS YEAR?
8/21/2012 Across Health Digital Barometer 2012 55
Digital marketing
9%
18%
12%
36%
29%
42%
22%
12%
4%
17%
24%
19%
7%
12%
15%
9% 6%
8%
EMEA NA CH
less than 5% 5% to 10% 11% to 15% 16% to 20% 21% to 25% more than 25%
Average
15,4%
Average
14,2%
Average
14,8%
FUTURE OF DIGITAL
In EMEA, the reported budget for digital marketing jumped compared to
2011. This is most probably due to our new budget split in the survey (now
additionally into medical and sales budgets).
If you oversee a product budget (marketing), which percentage of it is allocated to digital
initiatives THIS YEAR?
8/21/2012 Across Health Digital Barometer 2012 56
Digital marketing
52%
30%
9%
31%
46%
36%
17%
24%
54%
2010 2011 2012
less than 5%
5% to 10%
more than 10%
Average
7%
Average
8%
Average
14,8%
FUTURE OF DIGITAL
Medical budgets do not prioritize digital initiatives. Digital is however
slowly taking off
If you oversee a product budget (medical), which percentage of it is allocated to digital
initiatives THIS YEAR?
8/21/2012 Across Health Digital Barometer 2012 57
34%
49%
3% 4%
6% 4%
less than 5%
5% to 10%
11% to 15%
16% to 20%
21% to 25%
more than 25%
Digital medical
Average
9,7%
FUTURE OF DIGITAL
Compared to other regions, China is far ahead in terms of budget for
digital medical initiatives
If you oversee a product budget (medical), which percentage of it is allocated to digital
initiatives THIS YEAR?
8/21/2012 Across Health Digital Barometer 2012 58
41%
25% 22%
46%
50% 50%
3% 5%
25%
11%
3%
11%
4% 6%
EMEA NA CH
less than 5% 5% to 10% 11% to 15% 16% to 20% 21% to 25% more than 25%
Digital medical
Average
8,6%
Average
8,9% Average
12,4%
FUTURE OF DIGITAL
Similarly, digital sales budgets are also quite low, but rising
If you oversee a product budget (sales), which percentage of it is allocated to digital initiatives
THIS YEAR?
8/21/2012 Across Health Digital Barometer 2012 59
Digital sales
34%
47%
7% 5% 3% 4%
less than 5%
5% to 10%
11% to 15%
16% to 20%
21% to 25%
more than 25%
Average
9,4%
FUTURE OF DIGITAL
North America spends the most on digital initiatives linked to sales
If you oversee a product budget (sales), which percentage of it is allocated to digital initiatives
THIS YEAR?
8/21/2012 Across Health Digital Barometer 2012 60
38%
28%
48%
60%
44%
4%
17%
4%
40%
6% 1%
6% 6%
EMEA NA CH
less than 5% 5% to 10% 11% to 15% 16% to 20% 21% to 25% more than 25%
Digital sales
Average
9,6%
Average
11,7%
Average
8,5%
FUTURE OF DIGITAL
How do you think your overall marketing budget and digital budget will evolve?
8/21/2012 Across Health Digital Barometer 2012 61
3%
28%
43%
21%
2% 1% 1% 1% 5%
19%
55%
13%
4% 3%
Decrease >25%
Decrease <25%
Stay the same
Increase by <20%
Increase by 21% to 50%
Increase by >50%
Will more than double
Overall
Digital
Only 25% reported that the general marketing budget will increase, while
75% of respondents foresee an increase of their digital budget
FUTURE OF DIGITAL
Life sciences spending on digital
8/21/2012 Across Health Digital Barometer 2012 62
In terms of digital budget in life sciences, we’ve come a long way. Still, a
14,1% digital marketing budget is nothing more than a “good start”, even
despite the double-digit yearly growth from a low base...14.1% is not at all
reflecting the true potential of the new channels and customer expectations!
The companies that are really changing the game tend to be the ones that
are forced to. Only if resources need to be reallocated to other products or
traditional approaches do not cut it anymore, bold moves towards a
multichannel approach are made.
My question is: why do we wait for circumstances to get critical to review the
way we spend our marketing-sales budgets? Why don’t we embrace the
New Normal and really rethink the way we do business from the customer’s
perspective?
“
Eva Velasco
Managing Director, Spain
Final thoughts
8/21/2012 Across Health Digital Barometer 2012 63
“
8/21/2012 Across Health Digital Barometer 2012 64
Some Barometer trends could certainly tempt me into answering with a strong “YES”.
Indeed, there are several positive signs for a higher level of cross-channel maturity:
the importance of internal knowledge/resources is on the rise, budgets are increasing
and cross-channel marketing and robust execution are seen as key priorities.
On the other hand, the limited overall spend on digital, the incessant focus on ROI,
the strong focus on ipad detailing (which is already becoming a commodity and not
solving some bigger issues), the product-centric approach to mobile and the limited
overall knowledge, despite many well-intended training efforts and pilot projects, lead
me to say: probably not until 2014...
Nevertheless, many enlightened teams and greenfield companies will continue to
lead the way and change the game...good luck on your journey towards the New
Normal!
Fonny Schenck
Managing Partner, Across Group
CEO, Across Health
So will 2013 go on record as the first year in the New Normal?
About Across Health
8/5/12 Across Health Digital Barometer 2012 65
COMPANY
• 60+ strong consultancy
• Focus on innovative customer-centric approaches
(e-powering traditional channels– “fusion”)
• From insight to innovation strategy, integrated execution
& impact measurement
• Unique offering in the industry
• 35+% CAGR since the start (2007)
CUSTOMERS
• Pharmaceuticals
• Devices & Diagnostics
• Hospitals
• Patient & Professional Associations
INTERNATIONAL EXPANSION ONGOING
• Head offices in Belgium (Ghent)
• Offices in Spain, France, UK, Switzerland, Netherlands,
Nordics, Germany, New Europe, China, Australia and US
Extensive experience at regional/global level
AND
local execution power
02 03
04 01
Innovation Integrated execution
Impact
Insight
How do we play?
The 4 Is
We measure the impact of the new
strategy using dashboards, KPIs,
… and create best-practice
documents/tools.
We summarize key trends, best
practices and benchmarks - also
from related and other industries -
and compare them to your current
situation.
We handle the project from A to Z as well as supporting in related activities such as change management, process & organizational development, design,
training of sales reps, etc.
We come up with a 2-3 year
innovative, balanced and integrated
roadmap and strategy for the
program that builds on the strenghts of
your existing channels.
8/21/2012 Across Health Digital Barometer 2012 66
Execute
We advocate a balanced approach
21-8-2012 Across Health - Introduction 67
Enhance Experiment
• Dashboards
• Customer experience
• Online marketing
• Personalization
• Search engine
optimization
• Social media
optimization
• …
• Mobile strategy &
tactics
• Social strategy &
tactics
• PHR/EHR strategy
• Innovation pilots
• (on-site) programme
management of large-
scale projects: cross-
channel projects,
teledetailing, self-
service portal, …
Some of our key references
8/21/2012 Across Health Digital Barometer 2012 68
Our international footprint
8/21/2012 Across Health Digital Barometer 2012 69
Contact Details
These results have been compiled by Jeroen Corthout & Fadi Baddur
For any question, mail to jeroen.corthout@a-cross.com
Make sure also to check out our fields of expertise on
www.a-cross.com/health
DISCLAIMER:
Current presentation is confidential. All
proposed concepts and ideas
presented here are intellectual property
of Across Health, and are to be used in
collaboration with Across Health.
top related