navigator 3.0: taking channel insights to the next level
TRANSCRIPT
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
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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
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Multichannel has been around forever…
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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
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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
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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?
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The Navigator has been a trusted compass for Pharma since 2013
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From Share of Voice to Quality of Voice (QOV)
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Which parameters will go up/down?
X X XIMPACT (MCQ)REACH FREQUENCY
F QQUALITY
X X XIMPACT (MCQ)REACH FREQUENCY
F QQUALITY
X X XIMPACT (MCQ)REACH FREQUENCY
F QQUALITY
BASIC FORMULA
DIGITAL
TRADITIONAL
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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)
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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
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SEAMLESS INTEGRATION FOR FULL CUSTOMER EXPERIENCE
PART 1
RIGHT CHANNELS
RIGHTCUSTOMER
RIGHT FREQUENCY
PART 2 PART 3
1 32
Part 1 focuses on the key channel metrics
FULLCUSTOMER
ENGAGEMENT
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Reach, impact and frequency for 56 channels
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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%
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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
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Equivalence map – demo dataPharma channels only
impact > repimpact < rep
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SEAMLESS INTEGRATION FOR FULL CUSTOMER EXPERIENCE
RIGHTCONTEXT
RIGHTCONTENT
PART 1
COMPETITION
FULLCUSTOMER
ENGAGEMENT
PART 2 PART 3
2
Part 2 focuses on 3 other important Cs: Content, Context & Competition
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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
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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
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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
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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
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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)
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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
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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.
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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)
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SEAMLESS INTEGRATION FOR FULL CUSTOMER EXPERIENCE
PART 1
FULLCUSTOMER
ENGAGEMENT
PART 2
RIGHT 3d PARTY MEDIA
PART 3
3
Part 3 focuses on third party media
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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
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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
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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
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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
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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
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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
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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
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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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Any remaining questions? Contact us!
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