Across Health Multichannel Maturometer 2016
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Transcript of Across Health Multichannel Maturometer 2016
ProprietaryandConfiden/alInforma/on©AcrossHealth1
AcrossHealthispleasedtopresentyouwiththestateofthemul/channellandscapeinlifesciencesinEurope,USand
emergingmarkets–forthe8thyearalready.
ProprietaryandConfiden/alInforma/on
ProprietaryandConfiden/alInforma/on©AcrossHealth2
01 02 03 04 05
ProprietaryandConfiden/alInforma/on
KeySurveySta/s/cs
Strategy&Organiza/on
BusinessTechnology&Processes
Mul/channelIntegra/on
Measurement
Iampleasedtopresentyouwiththe8thAcrossHealthMul/channelMaturometerinLifeSciences,whichcoversthe4keydimensionsofdigitalmaturity:strategy&organiza/on,businessprocesses&technology,mul/channelintegra/onandmeasurement.
Ifyouonlylookattheaverages,the2016resultsareverymuchacopy-pasteofthepreviousyears.At13%,averagesa#sfac#onlevelsremainatall-/me-lowlevels,whileaveragedigitalmarke#ngbudgets(15.7%)arestatus-quoforthe4thyearrunning.Skilllevelscon/nuetobelow,keychannelsareverysimilar,etcetc.
However,ifyoulookbeyondtheseaverages,someearlyleaderscanbeiden/fied.Indeed,15%statesthatdigitaltransforma/onishappeningfast.Inotherwords,whilemostoftheeggsinthehatcheryares/llclosed,some“chickens”havealreadyhatched.
Preface
Wesawthesametrendin2015,wherethetop10%isoutperformingtheaveragecompanysignificantly(h`p://bit.ly/29qk2lg),exceptforkey“painpoints”likemixop/miza/on,campaignmanagementandKPIs.
Andifyoulookatthe2015-2016comparison(p26),youcanagaininferthatthereissomeac/vityintheothereggstoo…Indeed,customerdatabasesareincreasinglycrosschannel,whilethepainrelatedtoexecu/on(mixplanningandcampaignmanagementpla8orms)–andthelackoftraining-arefeltmuchharderthanin2015…inotherwords,theothereggscouldhatchsoon…andMCMwillneverbethesameagain!
Happyreading&holidays!
Fonny
MCMinpharma:thefirsteggsarehatching!
©AcrossHealth2
ProprietaryandConfiden/alInforma/on©AcrossHealth3
Executive summary
At first glance most parts remains as is… Key channels remains the same Budgets are not growing Skill levels continue to be low Satisfaction levels are at all-time low ...
but look further to see the first hatchlings have arrived… Early leaders have emerged Their digital transformation moves fast They outperform the industry benchmark Although they still have their issues too ...
ProprietaryandConfiden/alInforma/on©AcrossHealth4
01Keysurveysta/s/cs
ProprietaryandConfiden/alInforma/on©AcrossHealth5
01 KeySurveySta#s#cs
Keysurveysta#s#cs
• 275 respondents from life sciences (no agencies/consultancies)
• 94% from pharma/biotech; 5% Medtech: 1% OTC
• 50% from Europe
• 55% national scope; 45% int/global
• 33% marketing; 28% digital/MCM; 9% sales; 30% other
• 50% (senior) manager level; 19% director level
• A variety of TAs: 12% onco, 9% neurology, 8% cardiology….
ProprietaryandConfiden/alInforma/on©AcrossHealth6
02Strategy&Organiza/on
ProprietaryandConfiden/alInforma/on©AcrossHealth7
02 Strategy&Organiza#on Onlyaround1in4Europeanrespondentshasa
strongdigitalvision;boardsupportandskilllevelsareevenlower
N = 252 European scope
5%
17%
25%
38%
43%
44%
42%
29%
23%
15%
11%
8%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
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
ProprietaryandConfiden/alInforma/on©AcrossHealth8
02 Strategy&Organiza#on
Quickwins–skilldevelopmentfortoday’stac#cshOp://a-cross.com/health/knowledge/deligh#ng-pharma-customers-in-the-omnichannel-age
ProprietaryandConfiden/alInforma/on©AcrossHealth9
02 Strategy&Organiza#on Closeto60%statethatthedigitaltransforma#on
processis(very)slow…but15+%ismoving(very)fast
Howwouldyouratethepaceofimplementa/onofdigitaltransforma/oninyourorganiza/on?
N = 275 Global scope
2
2
16%
13%
15%
14%
28%
26%
57%
48%
48%
14%
9%
9%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
US
Europe
Global
Very fast Fast About right Slow Very Slow
ProprietaryandConfiden/alInforma/on©AcrossHealth10
03BusinessProcesses&Technology
ProprietaryandConfiden/alInforma/on©AcrossHealth11
03 BusinessProcesses&Technology InEurope,thelevelofIT-businessintegra#onis
acceptable,butchannelmixprocessesandcampaignautoma#ontechnologyarequiteimmature
5%
5%
18%
21%
29%
45%
39%
42%
27%
34%
24%
10%
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
N = 249 European scope
ProprietaryandConfiden/alInforma/on©AcrossHealth12
03 BusinessProcesses&Technology
5% 6%
43%
35%
15%
6%
18%
24%
6% 6%7%
12%
6% 6%
1%
6%
1%
Europe US
lessthan5% 5%to10% 11%to15% 16%to20% 21%to25% 26to35% 36to45% 46to55% morethan55%
Averagemul#channelmarke#ngbudgetsarelowvsotherindustries…buttheleadersspendover25%inEurope…andUSspendscloseto20%oftheirmarke#ngbudgetondigital
%ofMARKETINGbudgetallocatedtodigital
Average15.7%
Average19.4%
N = 145 N = 17
ProprietaryandConfiden/alInforma/on©AcrossHealth13
03 BusinessProcesses&Technology
38%
45%
10%
3% 3%
less than 5%
5% to 10%
11% to 15%
16% to 20%
21% to 25%
26 to 35%
36 to 45%
46 to 55%
more than 55%
Despitelimiteddata,wecanseeanevenlowerdigitalbudgetsinsalesandmedical
*Limited data collected
SALES* Average 8.1% MEDICAL* Average
6.9%
29%
57%
14%
N = 29 Global scope
N = 7 Global scope
ProprietaryandConfiden/alInforma/on©AcrossHealth14
03 BusinessProcesses&Technology Pharmaislaggingintermsofdigitalmaturity
ProprietaryandConfiden/alInforma/on©AcrossHealth15
03 BusinessProcesses&Technology
Distribu#onofdigitalspendacrossallindustries–2015
Source: Econsultancy 2016
pharma
ProprietaryandConfiden/alInforma/on©AcrossHealth16
04Mul/channelIntegra/on
ProprietaryandConfiden/alInforma/on©AcrossHealth17
04 Mul#channelIntegra#on The“mul#channel”repisgainingtrac#onin
Europe,butomnichannelcustomerknowledgeremainsquitelow
6%
11%
18%
31%
39%
40%
39%
33%
27%
23%
17%
14%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
good view of HCP channel acceptance
integrated customer Db across channels
reps equipped with digital tools beyond edetail
Completely agree Somewhat agree Somewhat disagree Completely disagree
N = 248 European scope
ProprietaryandConfiden/alInforma/on©AcrossHealth18
04 Mul#channelIntegra#on Tabletdetailingremainsthemostimportanttac#c,but
alotofpilotsinMCM,mobile,webinarsandadherence
*Company, product, or disease website. **electronic or personal health record.
84% 71%
58% 57%
52% 41% 40%
37% 36%
31% 29%
27% 20% 20% 19%
16% 15% 14% 13%
12% 10% 8% 7% 5%
4%
8% 18%
14% 30%
27% 43%
35% 31%
38% 44%
25% 29%
53% 39% 42%
37% 40%
52% 12%
37% 27%
19% 25%
16% 19%
5% 9%
22% 10%
16% 12%
19% 24%
24% 23%
36% 34%
23% 36%
36% 41% 39%
25% 53%
44% 52%
58% 53%
59% 61%
3% 2%
7% 3%
5% 3%
7% 8%
2% 3%
9% 10%
3% 5% 3%
5% 6%
9% 21%
7% 11%
16% 15%
20% 17%
Tablet eDetailing Pharma-owned website*
Direct marketing Email marketing
Web Banners Web conference or virtual meeting
Online medical education SEO
Healthcare professional self-service portal Mobile marketing
Outbound call centre SEA
Integrated cross-channel campaigns Social media monitoring Social media marketing
Virtual eDetailing eRep
Patient adherence tools e-sampling
e-MSL Marketing automation software
e- or PHR** ad & promo services Quantified self / self-tracking devices
ePrescribing advertising and promotion services Remote patient monitoring
Standard practice Pilot planned or ongoing Never Do not know / not applicable N = 275 Global scope
ProprietaryandConfiden/alInforma/on©AcrossHealth19
05Measurement
ProprietaryandConfiden/alInforma/on©AcrossHealth20
05 Measurement Lessthan20%ofEuropeanrespondentsfeelverycomfortablewithmeasuringimpact&engagement
11%
12%
15%
37%
36%
37%
37%
34%
31%
15%
18%
17%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
good mix qualitative & quantitative KPIs
measure hcp engagement
measure results of all channels
Completely agree Somewhat agree Somewhat disagree Completely disagree
N = 246 European scope
ProprietaryandConfiden/alInforma/on©AcrossHealth21
05 Measurement Mosthavenotimplementedarobustframeworktoleveragecustomerdataforclosed-loopmarke#ngyet…hardlyanychangesince2013
Doyouleveragecustomerdatafromyourcross-channelini/a/vesforadvancedcustomeranaly/csandclosed-loopmarke/ng?
1%
27%
57%
13%
1%
We do not see the need for collecting or using
customer data
We are not collecting useful customer data
yet, but we should
We have started doing some analysis on our multichannel customer
data
We have already implemented some
robust customer analytics frameworks
We leverage this data consistently
3%
3%
4%
5%
4%
% change since 2013
Increase
Decrease
N = 275 Global scope
ProprietaryandConfiden/alInforma/on©AcrossHealth22
06Conclusions
ProprietaryandConfiden/alInforma/on©AcrossHealth23
Conclusions Overall,only13%aresa#sfiedwiththeircurrentdigitalac#vi#es
3%
14%
29%
41%
13%
0 1 2 3 4 5
N = 275 Global scope
13%
Average 2.48%
Extremely Dissatisfied
Extremely Satisfied
ProprietaryandConfiden/alInforma/on©AcrossHealth24
Conclusions
0%
10%
20%
30%
40%
50%
60%
2010 2011 2012 2013 2014 2015 2016
Dissatisfied
Neutral
Satisfied
Sa#sfac#onratesarebackattheverylow2010-2011levels
N = 275 Global scope
ProprietaryandConfiden/alInforma/on©AcrossHealth25
Conclusions Theshiffromproduct-tocustomer-centricityisthemostimportanttopicformostcompaniesinthenext2years
12%
12%
20%
20%
25%
27%
36%
37%
43%
56%
25%
36%
38%
40%
32%
31%
37%
40%
44%
26%
39%
37%
32%
30%
25%
26%
23%
17%
10%
13%
16%
12%
9%
7%
12%
11%
3%
4%
3%
4%
9%
3%
3%
5%
5%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Healthcare disruption
Maximizing the opportunities of mhealth
Developing a strong integrated emedical offering
Getting a robust view of the omnichannel ecosystem
Big data analytics
Moving from HCP-centricity to patient-centricity
Upskilling the organization
Transforming the fieldforce to multichannel reps
Defining & optimizing the customer journey across multiple touchpoints
Moving from product-centricity to customer-centricity
5 4 3 2 1
Howdoyouseethefollowingtopicsevolveandexpandbeyondtheircurrentstateinpharma?Pleaseindicatetheimportanceofthesetopicsinthenext2years(1=lowimportance,5=highimportance)
N = 275 Global scope
ProprietaryandConfiden/alInforma/on©AcrossHealth26
Conclusions 2016isverysimilarto2015…but4keyareasindicateastrong“intheshell”pre-MCMac#vity
ProprietaryandConfiden/alInforma/on©AcrossHealth27
CracksintheMCMeggshellsOur 2016 Maturometer confirms that pharma is genngready forMCM – at last. Across the report, you can findseveral indicators of this trend, with the newly hatchedcompanies(around15%)spending25+%oftheirmarke/ngbudget and digital transforma/on happening (very) fastthere.
Manyof theother “eggs”already show“subshell”ac/vitytoo,with strong ac/vity inMCMpilots (50+%), building across-channelcustomerview,andfeelingthepainofearly-stageMCM:lackofknowledge,lackofaversa/lecampaignmanagement plaporm and of a validated channel mixop/miza/onprocess.
FonnySchenckCEO,[email protected]
Thistrulyposi/veandrela/velyrobusttrendispreparingpharmaquitewellforomnichannelHCPengagementtoday&tomorrow,althoughalotofworkandcompanywidechangeiss/llneeded.
However,digitalstrategiesfor“thedayarertomorrow”riskbeingdepriori/zedasaresult…forinstance,only5%feelsaheadofthecompe//onregardingMCMpayerengagement(12%forpa/ents).Andkeytrendslikemhealthandhealthcaredisrup/onarebo`omofthelistofthe1-2yearpriori/es(p25)!
Digitaldisrup/onishighonthecorporateagendainotherindustries...pharmaneedstoembracebothMCManddisrup/ontomaximizethepoten/alofdigital!
Finalthoughts
ProprietaryandConfiden/alInforma/on©AcrossHealth27
ProprietaryandConfiden/alInforma/on©AcrossHealth28
Conclusions 2017announcement!
In 2017 we will run 3 Multichannel Maturometers: • For HCPs • For patient • For payers & disruption
Please note Only multichannel maturometer participants who completed the full survey will receive the industry benchmark outcomes deck for free
ProprietaryandConfiden/alInforma/on©AcrossHealth29
Conclusions Quickwins–Learndirectlyfromthehealthcaredisrup#onleadersabouttomorrow’schannelhOp://www.healthcaredisrup#on.com/
ProprietaryandConfiden/alInforma/on©AcrossHealth30
Conclusions Nowwhat?Runanin-housematurometerBenchmarkyourcompanyagainsttheindustryandrunaninternalmul#channelmaturometer.
26%
29%
28%
17%
14%
10%
57%
36%
59%
43%
49%
31%
17%
30%
11%
32%
33%
47%
6%
2%
8%
4%
13%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Company X
MC campaign automation
Company X
robust process for channel mix
Company X
digital/MC team integrated with business/IT
Completely disagree Somewhat disagree Somewhat agree Completely agree
ProprietaryandConfiden/alInforma/on©AcrossHealth31
Conclusions Nowwhat?Runanin-housematurometerAreyouaccelera#ngonyourselectedkeydevelopmentareas?In2015in-househasbeenexecutedfor9pharmacosalready
ProprietaryandConfiden/alInforma/on©AcrossHealth32
Key numbers 2016
Over 60 consultants
Physical presence in 10 markets
Over 300 projects (40% in customer insight & strategy)
Channel affinity of 10,000+ (HCP & patient multichannel navigator)
25+% CAGR since 2007