Webinar - Multichannel Rep

30/05/2017Proprietary and Confidential Information© Across Health 1

The Multichannel RepAcross Health Webinar:

30 May 2017

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-rep-2017

Agenda

1 The multichannel rep – the basics

2 The orchestrator rep of the future – improving the customer experience

3 The orchestrator rep of the future – integrating sales and marketing

4 Sales force Maturometer

The view of Alex Azar, former president of Lilly USA

“Stories about the death of the sales rep are greatly exaggerated,” said Azar.

He believes that in many instances the sales rep position is still the highest ROI tactic for many brands.

The problem, Azar says, can be access.

“Access [to doctors] is getting worse, but it’s not as bad as some suggest, especially if you are an established pharmaceutical

company,” he said.

Azar relayed an example of how when he was with Lilly, the company created a suite of interactions to test how influential they

could be at reaching physicians that were never called on by a rep.

Over a period of six months, Lilly engaged the physician in a variety of touch points—peer-to-peer videos, direct mail, email, etc. He

said the company was able to convert 18% of those who never saw a rep from its bottom tier to its top tier of advocacy.

“Sales reps don’t just do short sales,” he said. “They build relationships over the long term

and add value over time.”

THIS IS WHAT MULTICHANNELS REPS ARE ABOUT, ADDING VALUE

OVER A LONG TERM RELATIONSHIP MIXING

HUMAN AND DIGITAL INTERACTIONS

Targets are not only HCP’s not seen face to facePhysicians prefer to learn about new medical developments OUTSIDE office hours

Physicians prefer to learn about new medical developments OUTSIDE office hours (3 : 1 ratio), while pharma focuses during office hours!

Cardiology Endocrinology/ Diabetes

GP Internalmedicine

Neurology Oncology Paediatrics Psychiatry Urology

Early morning (before office hours) 25% 23% 26% 23% 20% 29% 23% 14% 21%

During weekdays office hours

20% 40% 31% 27% 35% 40% 43% 43% 28%

Evening (after office hours)

59% 69% 56% 67% 71% 59% 53% 58% 60%

Weekends (during office hours) 8% 10% 8% 5% 8% 13% 10% 9% 8%

Weekends (during time off)

40% 54% 39% 37% 38% 30% 36% 45% 36%

Optimizing customer experience and engagement =

The right target reachedby the right channelat the right time and with the right content

Defining the content that delivers the added value, …For each HCP target/segment

Across Health Webinar7

PromotionalMedical

Environment

Services

Patients

Tracking the impact of your customers’ interactions

Bringing it all together…

Multichannel

Multiple channels operating in isolation

Omnichannel

Channels coordinated and synchronized around customer

Customer Engagement Design

Method of how to engage through channels and content

CustomerExperience

Customer perceptions of their interactions with your business

1 2 3 4

Pharma website

Enewsletter

repCongress

Medical meeting

Webinar

Bannering

3rd party websites

Apps…

Customer

+ CONTEXT

CONTENT

Channels

Reps should know their customers best and hence select the right channel mix and the right content to communicate

How likely is your company to equip your reps for the role of multichannel orchestrator?

1. We are already there

2. We are working on this for 2017

3. We are thinking about this strongly, but do not know

4. We have thought about it, but cannot get it off the ground

5. This is not an option for us

In 2014, only 9% said they had an MCM rep strategy in place

The “multichannel” rep is gaining traction in Europe, but omnichannel customer knowledge remains quite low

n=2212017 dataEuropean Scope

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

Which of these MCM rep tactics have you already integrated?

1. Rep email, tablet detailing, rep-led remote detailing, self-service portal

2. Rep email, tablet detailing, self-service portal

3. Only tablet detailing

4. None of the above

5. The reps have (some of) these tools available but are not in the driving seat

Which channels are orchestrated by the reps?

email tablet detailing remote detailing self-service portals

And rightfully so !

E-mail marketing is more effective if driven by reps• Around one in two HCPs are more inclined to open rep emails than other

types of email from pharma.

Would you be more inclined to open an email from a rep than from other sources (select all that apply)?

% among HCPs exposed to this channel

INCLINATION TO OPEN

No more so than other sourcesMore so than pharma eMails/newslettersMore so than medical websites' eMails/newsletters

And physician are open to more…

• One in four HCPs who have been exposed to rep emails would like to increase its frequency.

Would you like to interact more with reps via email?

N=36 N=363

11%4% 6%

Reduce frequency alot

Reduce frequency abit

Keep frequency thesame

Increase frequency abit

Increase frequency alot

EMAIL REP PREFERRED FREQUENCY

HCPs not exposed to channel HCPs exposed to channel

Among 6 calls that you receive per year, how many could be replaced by remote calls from your field reps?

Source: Kadrige

Remote detailing: hybrid model is preferred by most HCPs

GPs (n= 86)

26,50%

38,50%

15,00%

9,00% 3,00%

22,50%

19,50%6,50% 10%

SPECs (n= 98)

Source: Kadrige as presented on EyeforPharma 2009;

Impact on sales is higher for hybrid campaigns.

From a revenue perspective, fieldforce + MCM is most impactful (but may have a lower ROI)

France, GPs

84%71%

58%57%

52%41%40%

37%36%

31%29%

27%20%20%19%

16%15%14%13%

12%10%8%7%5%

14%30%

27%43%

35%31%

38%44%

25%29%

53%39%42%

37%40%

52%12%

37%27%

19%25%

16%19%

22%10%

16%12%

19%24%

24%23%

36%34%

23%36%

36%41%39%

25%53%

44%52%

58%53%

59%61%

3%5%3%

16%15%

20%17%

Tablet eDetailing

Direct marketing

Web Banners

Online medical education

Healthcare professional self-service portal

Outbound call centre

Integrated cross-channel campaigns

Social media marketing

e-sampling

Marketing automation software

Quantified self / self-tracking devices

Remote patient monitoring

Standard practice Pilot planned or ongoing Never Do not know / not applicable

Since 2015, iPad detailing took over from websites as the most popular tactic!

The iPad does not replace the rep

Agenda

4 Sales Force Maturometer

What do physicians want/expect from pharma?

Insights from Virtual Focus GroupsGP’s and Specialists

Reps should look at us rather than

at their iPads

Face to face is best but in evenings CME would be very nice

Reps are better because without them, I wouldn’t

even know to look at websites

iPads can be helpful but only as an adjunct

to illustrate points. rep needs to know

product well

Rep time is limited and

not effective

I would like rep presentations very specific to the issue the product is treating. Also courses with

the same approach

iPad is not convenient as we don’t have

material to look at after the rep leaves

The human aspect is

important!

iPad adds value if it is customized, meeting each

individual’s needs

I use Whatsappwith my patients

and the reps

iPads seems so superimposed on Sales Reps – I don’t have the feeling that they know

what they are doing

I use emails from my laptop for

new drugs info or for CME’s

I like person-to-person interaction so I can ask questions and maintain a relationship for future

I feel remote access would be of great value to me and my practice. IPad is neutral in value to me - another toy

for the rep to play with

I prefer everything on my email and no sales rep visits

I get informed by sales reps through WhatsApp. Also in

meetings and events

A medical rep is a kind of a driver. Why would I open

someone’s website and how would I know about it if

medical reps do not visit me?

I get all the newsletters via

I would like to receive access to a portal for professionals

where I could filter by pathologies and new Products & Services

The main criticisms of tablet detailing is that it takes too long and that there are too many screens of information.

What are the key issues with iPad/Tablet detailing?

HCPs exposed to this channel were asked to rank top 3 (#1 = 3 points, then 2, etc)Rescaled to 100 points

Takes too long

Too many screens of information

Detrimental to personal interaction

Not enough engaging visuals to top paper

Confusing layout

REP TABLET KEY ISSUES

Promotional Channels – Rep tablet

NEUROThere is some misalignment between content offered and content expected by HCPs

What kind of topics are CURRENTLY being offered to you/would you LIKE to see on a Tablet/iPad presentation?

HCPs exposed to this channel were asked to rank top 3 (#1 = 3 points, then 2, etc) Rescaled to 100 points

3224 21 19 17 12 12

13 13 13

010203040506070

Clinical trialresults

Video on themechanism of

action

Disease areainformation

Video with apatient case

Cost andoutcomes

information

Comparativeproduct

information

Video with aKOL

Liveconversationwith a KOL or

Quizzes onrelevant

topics

REP TABLET TOPICS

Current Desired

NEUROHCP expectations also depend on product lifecycle stage

Would you like to be able to contact a pharma company or a sales rep if you have a question about a product that has been on the market for over 10 years (select all that apply)?

Yes, via a pharma website on these products

Yes, via an email or call from the company

Yes, via a face-to-face rep visit

Yes, via a phone call from a rep

Yes, via a remote rep detail

Yes, via a remote eMSL contact

Yes, via an independent website…

INFO REQUEST MATURE PROD

Example: mature products

NEUROHCPs have clear expectations on content of pharmawebsites

What kind of content or services would you be looking for?

WEBSITE GENERAL RELEVANCE

Not Useful Nice to Have Useful

How relevant are pharmawebsites to you?

% among HCPs exposed to this channelUseful = 8-10; Nice to have = 5-7; Not useful = 1-4

Treatment guidelines

Patient education materials

Clinical trial information

Order samples

Disease information

Links to patient or disease websites

Order journal reprints

Information about reimbursement

Report adverse events

Off label information

Order materials

Request a visit from a rep or MSL

Medical images

Webcasts

Contact colleagues on specific drug

Contact KOL

Information about congresses

WEBSITE CONTENT/SERVICES

HCPs were asked to rank top 3 (#1 = 3 points, then 2, etc)

Rescaled to 100 points

What is pharma doing to meet these expectations?

Campaign flows as a basic starting pointThe campaign flows

Landing page as central campaign element: KEY CONTENT: visual & interactive elements (e.g. KOL video)ADDITIONAL CONTENT: medical information, supportive data, support

1) Email opened & Click through

2nd LINE OF CONTACT

FACE TO FACE CALL

Supporting offer:

News broadcast channel

3) Rep explains

added value to

Email not opened

Follow-up :

Review interest /Questions and answers

All HCPs WITH opt-in

All HCPs WITHOUT opt-in

MAIN OFFER: Access to landing page permission to use eMail address

FIRST OFFER:access to visual & interactive elements

2) Email opened & Click through

Email not opened

Email not clicked

Personalized landing pages with clear links to rep visits…

… linked to HCP stage in adoption ladder

SOV QOVQuantity Quality

Right message

Right channel

Agenda

Most pharma companies have not implemented a robust framework to leverage customer data for closed-loop marketing

We do not see the needfor collecting or using

customer data

We are not collectinguseful customer data

yet, but we should

We have started doingsome analysis on ourmultichannel customer

We have alreadyimplemented some

robust customeranalytics frameworks

We leverage this dataconsistently

N = 275

Global scope

✓ Accessed website on 13/03/2017 at

21:34 during 3min45 sec.

✓ Watched KOL video on 13/03/2017 at

21:34 during 2min25 sec

✓ Responded to quiz questions on

14/03/2017 at 10:01 and reached

score of 7/10, - mistake in questions 2

✓ Clicked on ”more info” on question 8

✓ Received email on ”immunology

highlights” on 15/03/2017 at 12:05

✓ Openede email on ”immunology

highlights” on 1703/2017 at 16:35

14/03/2017 at 10:01 and reached

✓ 14/03/2017 at 10:01 and reached

✓ Received email on ”immunology “Visited by me on 12/12/2016.”

14/03/2017 at 10:01 and reached

What does a rep need to know…and when? Finding the right balance

No view on non-f2f interactions

14/03/2017 at 10:01 and reached

✓ 14/03/2017 at 10:01 and reached

Overly detailedview on allinteractions

Individual customer interaction information for the reps is …

Relevant information

Are interactionslinked to my brand

objectives?

Actionableinformation

What should bemy “best next

action” ?

TimelyInformation

How can this help me to plan and

prioritize myactivities ?

Turning analytics into a planning tool

Leadscoring

• Lead scoring: assigning points to each prospect you come across. Points are assigned based on specific criteria you set—those attributes you’ve identified as being most often associated with serious prospective customers.

The higher the score, the more likely they’re the right target prospect who is actively engaged in the buying process, and should be routed to sales.

Is this HCP worth a visit?

Leadscoring in pharma - example

- Omnichannel interactions (implicit scoring)

- Account Potential (explicit scoring)

- Sales Rep’s opinion/rate (explicit scoring)

Scoring components

• Every activity, on- & offline gets a score:• Reading an email: +0,5 points• Callcenter call accepted: +1 point• Read a page on the website: +1 point• Watched a video on website: +2 points• Acted upon letter (DM): +3 points• Watched/Attended a webinar: +3 points

Lead Scoring Algorithm• Additionally, every activity can be

categorized. • Patient centric• Evidence based• ….

• This categorization helps to determine the HCP’s focus

Is this HCP worth a visit?

Leadscore tool

• Cloud based solution, meaning available anytime/anywhere

• Allows for flexible segmentation & viewing of data

• Contains detailed information about the entire user journey

Agenda

Is your organisationready foromnichannel ?

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 omnichannelecosystem

Upskilling the organization

Moving from product-centricity to customer-centricity

Transforming the fieldforce to multichannel reps

Defining & optimizing the customer journey acrossmultiple touchpoints

Global Europe

Multichannel priorities over the next 2 years

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

Successful digital transformation depends on 4 criteria

The best strategy is useless if it cannot be executed by your sales force.

Set the foundation right

Channels prioritised in your local Roadmap

• Email (mass & rep)

• eDetailing (iPad)

• Remote detailing

• Websites

• ….

MC tools

• Veeva/MI (CLM optimisation)

• Opt-in collection tool/process

• iPad CLM presentations

• KPI’s

Train on the optimal use of the channels to achieve your objectives

1Customer (HCPs + Sales Force)

• Digital insights/ Behavior

• Segmentation

• Channel affinity

• MC customer journey

Importance of data collection to enrich customers insights and track achievement

Understand how customers use digital channels in their daily practice + adapt content/channel

MC Training District

Managers & Reps

Take into account the maturity (knowledge levels) and attitude of your sales force towards Omnichannel

Internal Maturometer to capture the knowledge and attitude of your client facing team towards Multichannel• Across Health created a survey in QuestionPro that is aimed

at understanding the current Multichannel Maturity of the Reps and District Managers, as well as their willingness to implement.

• The survey covers 4 dimensions : - knowledge of digital tactics

- knowledge/beliefs of (digital) customer behavior

- perceived value of digital and expectations

- willingness of getting on board

• The outcome of the survey allowsto align the training/coaching content with the current sales force maturity levels within your company

Benchmark the outcome versus your head office maturity

Source : Across Health Multichannel Maturometer 2015

Pharmaco

Monitor the maturity regularly and coach3 months after deployment, benchmark the evolution of your sales force maturity and implement corrective actions

28% Weak usage

The journeyA long journey always starts with a first step

Embark Management

Select and train ambassadors

Coach and recognise

ambassadors

Deploy

Thank you

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