preparing for the era of predictive customer intelligence
TRANSCRIPT
28/09/2017Proprietary and Confidential Information© Across Health 1
Webinar: Preparing for the era of predictive customer intelligence
28 September 2017
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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 BrightTalkplatform and our dedicated website page: http://www.a-cross.com/health/events/predictive-analytics
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Agenda
1 Introduction
2 Measuring success: The Across Health way
3 From reactive performance monitoring to proactive steering
4 Case study
5 Q&A
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Our mission
Across Health is a trusted advisor to senior leaders of innovative multinational
healthcare organizations.
With a focus on customer engagement in the digital age, we partner with
our clients to design, develop, execute and measure digital-second
strategies and companywide digital readiness programmes – for the short, medium and long term.
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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
Across HealthKey numbers
2017
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1%
4%
4%
5%
6%
8%
9%
14%
15%
16%
18%
N/A
Other (please specify)
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
Pharma companies still struggling with ROI questions
Please allocate 100 points over these potential bottlenecks for digital in your organization (highest number = biggest hurdle)
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What can we expect ?Still less than 20% of European respondents are very comfortable with measuring impact –and measuring HCP engagement is at a three-year low
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
Please rate your level of agreement with each of the following statements based on the scale below
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Rather light a candle than complain about the darkness
Chinese Proverb
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Agenda
1 Introduction
2 Measuring success: The Across Health way
3 From reactive performance monitoring to proactive steering
4 Case study
5 Q&A
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Quiz
QUIZ
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How do you measure campaignsuccess in a multichannel world?
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The program manager:
“# unique web visitors”
« Average time on page »
« Email open rate (%) »« CTR (%) »
« # live webinar participants »
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The senior executive:“Return on investment (ROI)”
“+Sales growth”
“𝝙market share”“Cost effectiveness”
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Putting it into perspective…the FMCG approach
Direct, Channel effects Indirect, Brand effects
Quantitative & behavorial effects
Qualitative & communication effects
REACH & ADVOCACY
ENGAGEMENT CONVERSION
EFFECTIVENESS
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Reach and advocacy
Direct, Channel effects Indirect, Brand effects
Quantitative & behavorial effects
Qualitative & communication effects
# emails opens
# click-throughs
# web visits
# contacts
# referrals
ENGAGEMENT CONVERSION
EFFECTIVENESS
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Visits over time Traffic sources
Top keywords on which your site is findableIllustrative data
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Engagement
Direct, Channel effects Indirect, Brand effects
Quantitative & behavorial effects
Channel acceptance
NPS
Clarity of message
AttractivenessCONVERSION
EFFECTIVENESSREACH & ADVOCACY
Qualitative & communication effects
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The Customer Impact Tracker survey allows you to:• Trigger a minisurvey after a
visitor has completed a particular flow
• Ask questions to visitors that have experienced your website
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Conversion
Direct, Channel effects Indirect, Brand effects
Quantitative & behavorial effects
ENGAGEMENT
Brand awareness
Disease awareness &
diagnosis
Rx intent
NPS brand
NPS company
EFFECTIVENESSREACH & ADVOCACY
Qualitative & communication effects
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A word on net promoter score (NPS)
Are you kidding me? Mmh? YES!
Detractors Passives Promoters
Source: F. Reichheld (2006)
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Effectiveness
Direct, Channel effects Indirect, Brand effects
Quantitative & behavorial effects
ENGAGEMENT CONVERSION
ROI
Sales & MS
Cost effectiveness
€ / MCQ
REACH & ADVOCACY
Qualitative & communication effects
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The cost-efficiency dimension
X X = € MCQ
IMPACTREACH FIXED AND VARIABLE COSTS
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Some channels with a high fixed cost are less suitable for small target audiences
Cost/MCQ is a good measure to create an efficient mix
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1 Introduction
2 Measuring success: The AH way
3 From reactive performance monitoring to proactive steering
4 Case study
5 Q&A
3.1 Plan & Execute using MCQ
3.2 Spot & Sell: Lead generation
3.3 Predict
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MCQMultichannel equivalence (MCQ) concept
• Based strictly on primary research
• Analytical framework and key metrics pioneered and developed in FMCG
• Advanced analytics developed by Across Health
• Results are obtained through HCP websurveys in most geographies (assisted by phone or f2f in some emerging markets)
• Only active practitioners are allowed to participate in the survey
• HCPs are asked to self-report
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Channel CatalogueOwned Promo Owned Med+Serv Paid Earned
Off
line
On
line
Promo call
DM
Fax
Newsletter
Rep
Rep (tablet/iPad)
Sample
Promo SMS
>50ChannelsCovered
Int Sc Meeting
Local Sc Meet
MSL
Meded
Phase IV
Edu Call
Service Ctr
Patient Adherence
Ad
Booth
TV Ad
Med Journ
Int Conf
CME
KOL
Colleague
Prof Assoc
Patient
Pat Assoc
Caregiver
Nurse
Pharmacist
Hospital
Health Insur
Government
Sc Treat
eDetail
eNewsletter
eMail Rep
Teledetailing
Website
Wikipedia
Online MD Netw
Online Med Journ
KOL Webinar
Website Pat Assoc
Website Prof Assoc
Website Health Auth
eMedEd
eMSL
Webcast
Smartph App
eCME
Online Conf Tp
Banners
Website Sc Tp
eNewsletter Sc Tp
ePrescribing
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Key Metrics
“which channels have you encountered in the
past 3 months?”
For impact, each individual channel is only presented to those who tick that channel in the reach question.
“to what extent do these channels influence your
treatment decisions”
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Each Channel Displayed Within a Performance Map
All values shown are illustrative only
The rep channel is highlighted for comparison.Each channel type has its own color, which allows manual grouping.
Each Chart has a corresponding
table, which can be sorted and ranked
Rep
Impact
Rea
ch
Reach metric complemented by an analysis around
frequency of usage
REA
CH
REA
CH
REA
CH
IMPACT
IMPACT
IMPACT
Make performance selections
Make channelselections
Identify high influence potential
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Calculating MCQ Impact:Step 1: rescaling puts the Rep as a reference
baseline 1.00
Impact Score
Example: Impact:
Rep = 6.0
eNewsletter = 4.5
MCq impact of
eNewsletter = 4.5/6.0
= 0.75
0.75
0.61
6.0
4.5
3.7
Rep
eNews
TV
7.3 1.21KOL
MCq impact
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Calculating MCQ Impact:Step 2: interpolation “opens up” the scale
baseline 1.00
0.35
0.00
1.71
MCQ
The interpolation resets the lowest impact value (usually TV advertising) as a new zero point
This compensates for a respondent’s tendency to avoid low (and high) values
As a result, a simple linear interpolation formula allows to “open up” the scale
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Multi-Channel Equivalence Maps
Impact is rescaled to allow direct comparison with
the Rep (MCQ Promo) or with a Medical Meeting
(MCQ Medical)
The graphs and tables are similar to performance maps, but the Rep is ALWAYS set at 1.00
All values shown are illustrative only
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…50+ channels
But HOW to compare?
MCQ(MultiChannel
eQuivalence)
Big/medium/small apples
But all APPLES1 MCQ =
1 multichannel equivalent =
the impact of 1 face to face call by a rep
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ExampleTOTAL MCQSCONTACTSAPPROACHES
1.000 510(1.000 x 51%)
184(510 x 0,36)
1.000 340(1.000 x 34%)
197(340 x 0,58)
REACH
51%
34%
65%
MCQ/CONTACT
0,36
0,58
1,001.000 650(1.000 x 65%)
650(650x 1,00)
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Solid benefits in both planning as in the execution phase of your campaign
• Monitor & streamline the campaign
• Unique, straightforward performance metrics (# MCQ achieved, cost/MCQ) to evaluate campaignperfomance and individual channel contribution
PLANNING EXECUTION
• Sound channel decisions & construction of campaign based upon simulated impact
• Optimize resource allocation
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1 Introduction
2 Measuring success: The AH way
3 From reactive performance monitoring to proactive steering
4 Case study
5 Q&A
3.1 Plan & Execute using MCQ
3.2 Spot & Sell: Lead generation
3.3 Predict
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Lead scoring + Lead profiling = Lead qualification
“Lead scoring is the method of prioritizing leads based on their past interactions, helping sales & marketing teams to better target their
customers, thereby increasing efficacy & efficiency”
“Lead profiling is the method of comparing your lead to your perfect customer based on past interactions and information you collect aboutthem, allowing you to segment your customers into behavioural groups
and/or on their potential”
------------------
E.g.: A GP in a small practice with a very high leadscore maybe of less importance than a specialist in a large hospital
with the same score
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Lead qualificationWhy should it matter to me?
• Lead scoring makes sense when…
• You want to enlighten your fieldforce with additional targeting information
• You want to be more effective in bringing your messages across
• You want optimize/prioritize messaging through high-end channels (e.g.: callcenter)
• It’s the logical next step into becoming a data-driven organisation
• Puts your data to work
• A next step away from aggregate reporting
• Helps (re)evaluating channel impact
• Stepping stone towards predictive analytics
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Lead qualificationHow it works
• Scores are attributed based on lead interactions (Frequency):• Opening an email• Accessing your website• Interacting with content on your website• Attending a webinar• Attending a congress
• Scores can decay when…• The lead is inactive for a certain amount of
time (Recency)• The lead expressed desinterest
• And should be put into context by:
• Applying customer segmentations (Monetary value)
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Lead qualificationHow to unlock its potential
For marketeers:
• Interactive leadscoring dashboard• View on detailed interactions• Allows compiling actionable lists (eg:
Follow-up email for those whowatched the MOA video)
For the fieldforce:
• Interactive dashboard• More aggregated activity data• Allows for:
• Call prioritization• Customer intelligence
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Lead scoresOther views on the data
-- Sales
-- Lead score
Geographic overlays
Correlation graphs
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Lead qualificationDon’t make it too complex
Complex
More data = more analysis opportunities
High level of customization
Complete picture of your customers
High cost of ownership
Requires continuous follow-up
Simple
Interaction grouping makes setup & maintenance easier
Outcomes are easier to explain
Low cost of ownership
Less data = less analysis opportunities
Reduced view on your customer’sbehaviour
+++
+
++
--
--
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Lead qualificationAre you ready for it?
Lead scoring, as the terms suggests, only makes sense when scores are generated by & reported on individual leads. As a result, you’ll require a minimum set of customer data.
You can engage into lead scoring when…
Mandatory requirements:• You track your customers on an individual user level (and have the opt-ins!)• You can track your customers across all or most of your channels• You have the capabilities to log & report on different levels of interactions• You can integrate customer data into a lead profiling solution (CRM, BI-tools, Marketing automation tools, ..)
Recommended requirements:• You have an integrated CRM tool• You have sales data which can directly or indirectly be linked with the customer activity data
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Evaluate your readiness for lead qualificationThe Across Omnichannel Data Health Scan
• Customer Data:
• CRM availability
• Customer data richness & quality
• Processes & maintenance
• Customer profiling & lead qualification
• Channel affinity & channel acceptance
• Cross-divisional usage
• Measurements:
• Reporting capabilities
• Channel integrations into the CRM
• Measurement standardization
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1 Introduction
2 Measuring success: The AH way
3 From reactive performance monitoring to proactive steering
4 Case study
5 Q&A
3.1 Plan & Execute using MCQ
3.2 Spot & Sell: Lead generation
3.3 Predict
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DATA & INSIGHTS USED TODAY
HIDDEN DATA & INSIGHTS
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Predictive AnalyticsFrom predictive guessing to predictive knowing
“Predictive analytics encompasses a variety of statistical techniquesfrom predictive modeling, machine learning, and data mining that
analyze current and historical facts to make predictions aboutfuture or otherwise unknown events”1
1 source: https://en.wikipedia.org/wiki/Predictive_analytics
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Predictive AnalyticsWhat’s different from lead scoring?
Lead scoring
• Easy to setup
• Scores per activity based on common sense
• 1 + 1 = 2 approach:All scores add up to a final lead qualificationscore
• Hard to measure the impact of changes to the model
• Works on limited datasets
1 source: https://en.wikipedia.org/wiki/Predictive_analytics
Predictive analytics
• Hard(er) to setup
• Scores per activity based on statisticalcalculations
• 1 + 1 = 3 approach:Analysis calculates the optimal path toimpact
• More data means better analysis, continuously optimizing the model
• Requires large datasets to improve thelead scoring model
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Predictive AnalyticsWhat’s different from lead scoring?
Based on behaviour
-
not on perception
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Predictive AnalyticsWhen does it become relevant?
Consider predictive analytics when…:
• You have a lot of data:
• Activity data
• Conversion data
• You have a 360 degree view of your customer
• Datagaps weaken the predictive model
• You have the ability to act upon the outcome
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The power of the pastMake the model
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The power of the pastUse the model
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We’re not alone
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Salesforce Einstein
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Agenda
1 Introduction
2 Measuring success: The Across Health way
3 From reactive performance monitoring to proactive steering
4 Case study
5 Q&A
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The challenge
• Facing a high prevalent condition, especially in elderly, where surgical intervention is often considered to be too hazardous.
• Clinical evidence exists for
• Positive safety profile
• Reduction in disease effects on patient’s physiology
• Improvement in patient symptoms
• Reduction in hospitalizations for heart failure
• Yet only a fraction of eligible patients were considered for the world's first percutaneous repair therapy.
• Raise awareness around this treatment option and educate physisicians on recognising, identifying andreferring the eligible patients to a treatment center.
• Primary focus on reimbursed markets but overall ambition to reach the entire european population of primary care physicians and broad specturm of specialists involved in cardiology
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The approach: 3 steps1. PLAN & EXECUTE: MCQ
• Maximize outreach to target audience in focus markets by recrecruiting HCP into MC program
• Plan & build MC campaign starting from MCQ methodology and leverage crosschannel navigator insights
• Measure & finetune campaign based upon MC dashboard; numbers expressed in terms of accomplishment rate of business objectives
2. SPOT & SELL: LEAD GENERATION
• Combine data from fieldforce efforts and centrally lead events and MC campaign in hollistic dashboard
• RFM-like Scoring/weighing mechasnism; HCP engagement expressed in cold-lukewarm-hot leads
• Identify “next best visit” and feedback to fieldforce by means of dynamic target lists on iPad/laptop/iPhone
• Engagement metrics as call planning asset to sales team
3. PREDICT
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Plan & Execute: the multichannel campaign
Integrated, multichannel campaign leveraging 8 channels.
The central online portal as beating heart of the campaign.
Quantitative data captured and centrally stored.
This data was used to set up a lead scoring program – identify the “next best visit”
Where can our customers be found online? Digital ecosystem scan
What channels to they interact with? Crosschannel navigator research
What about the content, context & format? Virtual focus groups
Pla
nn
ing
Executio
n
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Plan & Execute
• Dashboa
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Spot & Sell: Scoring & SegmentationOur lead scoring algorithm
Reading an email
+0,5Call accepted
+1Read a page on the website
+1
Watch video on website
+2Act upon DM
+3Watch webinar
+3
+20 others
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Spot & Sell: Lead generation tool
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Results
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So why would anyone need predictive analytics?
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Predictive Analytics
... is the amount of correct predictions when predicting if a HCP will become a prescriber in the (near) future or not.
94%
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Predictive Analytics
... Better than the lead scoring model when it comes to selecting who will become a prescriber.
4,5 X
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What’s next
Get to know if and how channels reinforce one another
(1 + 1 = 3)
Discover how many contacts you need to convert a HCP?
Learn the individual impact of each channel
Get insights in what channel sequence is most effective
Target HCPs more effectively in a more efficient way- More for less -
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Results
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Agenda
1 Introduction
2 Measuring success: The Across Health way
3 From reactive performance monitoring to proactive steering
4 Case study
5 Q&A