Top5TrendsinEmergingMarketsBrochure

TOP 5 MCM TRENDS IN CHINA, EMERGING MARKETS, AND JAPANBudget Allocation & Channel Preference Trends of Pharma Marketers Across China, Emerging Markets, and Japan

© 2014 Indegene. All rights reserved.

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© 2014 Indegene. All rights reserved. | 1TOP 5 MCM TRENDS IN CHINA, EMERGING MARKETS, AND JAPAN

RESEARCH SCOPE95+ respondents, directors, brand managers, and multichannel marketing (MCM) teams, from top 30 life sciences companies across markets participated in the first-ever Indegene Pharma Marketing Survey 2014.

*Rest of Asia (ROA) = India, Malaysia, Indonesia*MET= Middle East + Turkey

This report summarizes key trends that are happening in the multichannel landscape of life sciences companies pertaining to adoption of different digital channels for engagement of health care professionals (HCPs) across China, Emerging Markets, and Japan

FUNCTIONAL MIX

29%

SeniorLeadership

Brand Management and Medical Affairs

52%19%

Digital, IT, and Commercial Excellence

GEOGRAPHY MIX

Latin America

5%

China

28%

Japan

10% 45%

Australia +*Rest of Asia

*MET

12%


EXECUTIVE SUMMARY→ Digital spends of life sciences companies have increased across the region, with the highest digital budget allocation in

MET, Latin America (LatAm), and Japan.

→ The most preferred channels are KOL webinars, HCP portals, and e-mail marketing. In China, WeChat is one of the most preferred and used channels for HCP engagement.

→ For companies with budgets <10%, 7 out of every 10 dollars is spent on e-mail marketing.

→ Most of the respondents prefer e-mails as a tactic to provide value-added services to HCPs.

→ FMCG/OTC, devices, and diagnostic companies are exploring uncovered markets by deploying MCM tactics. The most preferred MCM tactics to reach these markets are HCP portals, e-mails, and third-party Web sites.

→ Most of the respondents believe that demonstrating ROI and integration with existing systems are the main barriers for deploying MCM programs.



This section highlights allocation of spends toward digital initiatives from overall marketing budgets

BUDGET ALLOCATION TRENDS

1.

→ Overall Digital Spend Allocation

→ Geographic Digital Spend Magnitude

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18%

<10%

28%

≈10%-15%

54%

≈15%-25%

Overall Digital Spend Allocation Across MarketsPharma marketer responses on percentage of marketing budgets allocated for digital spend

respondents,

of marketing budget is being allocated to digital initiatives

As per

1 in 2

≈15%-25%




LatAm: 7.5

China: 9.2

Australia and ROA: 14.6

Japan: 16.5

MET: 17.5

6.0

7.0

8.0

9.0

10.0

11.0

12.0

13.0

14.0

15.0

16.0

17.0

18.0

19.0

0 1 2 3 4 5 6

% B

udge

t

Regions

Geographic Digital Spend MagnitudeRegion-wise percentage digital spend allocation of marketing budgets

Our market experience is aligned with research findings wherein MET region has increased digital spend significantly in the past 2 years


CHANNEL PREFERENCE

2.

→ Overall Channel Preference

→ Region-wise Channel Adoption

→ Company-wise Channel Preference

→ Budget Allocation to Different Channels Based on Overall Digital Spend

This section highlights channel preferences of pharma marketers among listed digital tactics including KOL Webinars, HCP Portals, E-mails, Self-detailing, Short Messaging/Texting, and Tele-detailing

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Overall Channel PreferencePharma marketers’ response on channel preference for HCP digital engagement

CHANNEL PREFERENCE

E-mails

16%

HCPPortals

19%

Self-detailing

15%

Tele-detailing

12%

Short Messaging/Texting

13%

KOLWebinars

24%

KOL Webinars HCP Portals

emerge as the dominant digital tactics

E-mails


CHANNEL PREFERENCE

Region-wise Channel Adoption

18%

Japan

MET

ROA & Australia

China

Latin America

9%

11%

11%

17%

Shor

t Mes

sagi

ng/T

extin

gE-

mai

ls

18%

18%

17%

12%

Japan

MET

ROA & Australia

China

Latin America

16%

Tele

-det

ailin

g

18%

12%

12%

11%

11%

Japan

MET

ROA & Australia

China

Latin America

Self-

deta

iling

17%

Japan

MET

ROA & Australia

China

Latin America

14%

14%

15%

19%

HCP

Por

tals

19%

19%

MET

22%

ROA & Australia

18%

Japan

China

13%

Latin America

KOL

Web

inar

s

Japan

MET

ROA & Australia

China

Latin America

26%

23%

20%

25%

24%

KOL Webinar

Preferred by

respondents 1 in 4

E-mails

Preferred by

respondents in Australia and ROA; and Japan

1 in 5


CHANNEL PREFERENCEBudget Allocationto Different Channels Based on Overall Digital Spend

Ahead of the Curve (≈15%-25% Budget)

20.0%

28.6%

32.1%

33.3%

38.6%

42.9%

48.0%

KOL Webinars

Self-detailing

HCP Portals

Short Messaging/Texting

Tele-detailing

E-mails

Third-party Web sites

Almost 5 in every 10 dollars

spent on third-party Web sites

by pharma marketers that are Ahead of the Curve


CHANNEL PREFERENCE

Laggards (≈<10%)

Fence Sitters (≈10%-15%)

28.6%KOL Webinars

43.2%Self-detailing

55.6%HCP Portals

39.6%Short Messaging/Texting42.9%Tele-detailing

73.3%E-mails

44.0%Third-party Web site

28.6% KOL Webinars

18.2% Self-detailing

11.1% HCP Portals

28.3% Short Messaging/Texting28.6% Tele-detailing

6.7% E-mails8.0% Third-party Web site

Budget Allocationto Different Channels Based on Overall Digital Spend

is spent on E-mail marketing

<10%For those allocating

to digital spend of the overall marketing budget,

almost 7 in every 10 dollars


3.SHARED SERVICES ENTERPRISE APPROACH TO DIGITAL ADOPTION→ Organizational Preference for Implementation of Channels Across Markets

→ Organizational Preference for Implementation of Channels in China

This section highlights channel preferences of pharma marketers to implement listed digital tactics among KOL Webinars, HCP Portals, E-mails, Self-detailing, Short Messaging/Texting, and Tele-detailing through single-brand approach or shared services approach

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Organizational Preference for Implementation of Channels Across MarketsShowcasing preference of pharma marketers between singleibrand and enterprise approach

SHARED SERVICES ENTERPRISE APPROACH TO DIGITAL ADOPTION

Respondents

Chan

nels

Single-Brand Approach Shared Services Model

51% 49%

Recruitment to Webinars/Other HCP Engagement Activities

49% 51%

Self-detailing

51% 49%

HCP Portals

52% 48%

E-mails

64% 36%

Tele-detailing

43% 57%

Multichannel Sampling

respondents considersmultichannel sampling the

best way to implementmultichannel tactics at an enterprise level

Around

1 in 2


SHARED SERVICES ENTERPRISE APPROACH TO DIGITAL ADOPTION

Single-Brand Approach Shared Services Model

46%54%

Self-detailing

46%54%

HCP Portals

50%50%

E-mails

42%58%

Recruitment to Webinars/Other HCP Engagement Activities

27%73%

Tele-detailing

Organizational Preference for Implementation of Channels in China

Preferred by almost

respondents to beexecuted at anenterprise level

1 in 2

HCP PortalsE-mails


4.

This section highlights the top 4 digital channels that were preferred by pharma marketers to provide value-added services to HCPs and for brand promotion-related material

VALUE-ADDED SERVICES VS PROMOTION→ Overall Channel Usage Trends

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Overall Channel Usage TrendsComparison chart between the channel preference to share value-added services or promotional information based on the inputs of the respondents

Tele-detailing29%

Self-detailing39%

HCP Portals51%

E-mails52%

Chan

nels

Channel Preference for Value-Added Services

E-mails16%

Self-detailing15%

HCP Portals19%

KOL Webinars24%

Chan

nels

Channel Preference for Brand Promotion

VALUE-ADDED SERVICES VS PROMOTION

Respondents prefer E-mail campaign

for value-added services than using them for

sharing content pertainingto brand promotion


5.CHALLENGES

This section highlights challenges that pharma marketers consider obstacles in implementing MCM programs

→ Challenges to Implement MCM Programs

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Challenges to Implement MCM ProgramsKPIs for digital programs have to be rethought and strategically structured to evolve over a period of time rather than comparing it with traditional channel mix

CHALLENGES

consider demonstrating ROI is a major barrier while

deploying digital marketingprogram

7 in 10

70%Ability to

DemonstrateROI

62%Integration

With ExistingSystems

54%Low Response

RatesFrom HCPs

40%InitialSetupCosts

32%Resistance

From theSales Team

13%Others

About Indegene Multichannel Practice

Indegene is a leader in delivering customer engagement solutions to the life sciences industry in several major markets across the globe. It partners with brand/product marketing, sales, service, and medical functions to advance their capabilities to engage HCPs in multiple traditional and novel channels of communication. Such capabilities have proven to improve reach and frequency, increase customer access, augment sales, enhance marketing campaigns, and achieve higher proximity for medical and customer service teams. These initiatives are enabling the biopharmaceutical industry to evolve new commercial and customer engagement models, in an environment where customer access is changing fundamentally while customers expect content and services to be available in all possible live, remote, and digital channels.

mcm.indegene.com

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