Post on 16-Jul-2015
12/03/2015 1Across Health Webinar
Philip Baciaz, Principal, Across Health
Beverly Smet, VP, Across Health
View recorded webinar: http://bit.ly/19c9LEe
Across Health Webinar
The New Cross-Channel Navigator:
Actionable Channel Metrics
in Oncology
Across Health: Focused Fusion Consulting
2
Customer Innovation
Strategy & Execution
• 70+ strong consultancy
• Focus on innovative customer-centric
approaches (e-powering traditional
channels – “fusion”)
• Holistic approach: From strategy to
implementation & success metrics/KPIs
• Unique offering in the industry
• Global footprint (offices in 9 strategic markets)
Life Sciences Focus
• Pharmaceuticals
• Devices & Diagnostics
• Consumer Health
• Patient & Professional Associations
Your presenters today:Beverly Smet
Vice PresidentPhilip Baciaz
Principal
Across Health Webinar12/03/2015
12/03/2015 Across Health Webinar 3
Agenda
• Why resource RE-allocation is key…also
in oncology
• How the Across Health Cross-Channel
Oncology Navigator can help
• How to operationalize these data
Online is rapidly coming to the fore...while access is
going down
12/03/2015 4Across Health Webinar
And this trend is reinforced by the fast influx of digital
native physicians…(AND patients)
12/03/2015 5Across Health Webinar
12/03/2015 Across Health Webinar 6
FACT1:
digital native HCPs have
other expectations of
“digital”
12/03/2015 Across Health Webinar 7
FACT1:
digital native HCPs have other expectations of “digital”
12/03/2015 8Across Health Webinar
http://www.a-cross.com/health/knowledge/blog/digital-native-hcps-are-largely-underwhelmed-pharmas-digital-offerings
FACT2:
Specialists are more into
digital than GPs
12/03/2015 Across Health Webinar 9
FACT2:
Specialists are more into digital than GPs
http://a-cross.com/health/knowledge/blog/uk-specialists-more-influenced-digital-pharma-channels-gps
12/03/2015 Across Health Webinar 10
FACT3:
Digital will keep moving up
in the next few years
12/03/2015 Across Health Webinar 11
FACT3:
Digital will keep moving up in the next few years
12/03/2015 Across Health Webinar 12
FACT4:
It’s not only about OWNED
channels…
12/03/2015 Across Health Webinar 13
Product www
Disease www
Company www
Bermuda
triangle!
FACT4: we need to move away from the VICIOUS
triangle of yesterday/today…
12/03/2015 Across Health Webinar 14
owned
earned
bought
…into the VIRTUOUS triangle of today/tomorrow…
12/03/2015 Across Health Webinar 15
So, with total budgets capped or reduced…it’s all about
resource RE-allocation
12/03/2015 16Across Health Webinar
24%
51%
16%
7%
2%
Very complicated Somewhat complicated Neither complicated norsimple
Relatively simple Very simple
But that’s not an easy undertaking: for 9 out of 10
respondents, defining the optimal channel mix is not simpleAcross Health Multichannel Barometer 2014
How complex is it to define the optimal channel mix?
12/03/2015 Across Health Webinar 17
9%
copyright © Across Health, 2014
5%
-1%
1%
-6%
% change since
2013
Increase
Decrease
No change=
=
The day-to-day reality of digital in pharma is very tactical...
12/03/2015 Across Health Webinar 18
12/03/2015 Across Health Webinar 19
Agenda
• Why resource RE-allocation is key…also
in oncology
• How the Across Health Cross-Channel
Oncology Navigator can help
• How to operationalize these data
The Across Health
Navigator
for Oncology
12/03/2015 Across Health Webinar 20
Across Health Webinar 21
Scope
Oncology Navigator available
650+ oncology specialists in EU5 + US + 4 smaller EU markets
Our samples include only high quality surveys from active HCPs seeing at least 50 cancer patients per week (oncologists and hematologists)
Scope EU5 + US + 4 EU markets
Austria -
Belgium 30
Denmark -
France 75
Germany 75
Greece -
Italy 75
Netherlands 30
Russia -
Spain 75
Sweden 25
Switzerland 30
Turkey -
UK 75
US 160
Total 650
NAVIGATOR Oncology
12/03/2015
Across Health Webinar 22
Key Metrics
12/03/2015
promo call int sc meeting ad KOL
DM local sc meet booth colleague
fax MSL TV ad prof assoc
newsletter Meded med journ patient
rep phase IV int conf pat assoc
rep (tablet/iPad) edu call CME caregiver
sample service ctr nurse
promo sms pat adherence pharmacist
hospital
health insur
government
sc treat
eDetail eMedEd eCME wikipedia
eNewsletter eMSL online conf tp online md netw
teledetailing webcast banners online med journ
twitter smartph app website sc tp KOL webinar
website eNewsletter sc tp website pat assoc
ePrescribing website prof assoc
website health aOn
line
Owned Promo Owned Med+Serv Paid Earned
Off
line
Across Health Webinar 23
Channel Catalogue
>50ChannelsCovered
Owned-paid-earned channel segmentation
12/03/2015
Across Health Webinar 24
Performance Maps
All values shown are illustrative only
Performance Maps display Reach and Impact for each channel.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
Grouping
12/03/2015
Across Health Webinar 25
Equivalence Maps
All values shown are illustrative only
Impact is rescaled to allow direct comparison with the Rep (RepEq) or with a Medical Meeting (MedEq)
The graphs and tables are similar to performance maps, but the Rep is ALWAYS set at 1.00
12/03/2015
Across Health Webinar 26
Companies: Appreciation Scores
12/03/2015
Across Health Webinar 27
Third Party Websites / eNewsletters:Appreciation Scores
12/03/2015
Across Health Webinar 28
Subsegmentation
If required, Across can analyze the data on a subsegment level
12/03/2015
Which % of European specialists wants to engage with
pharma through REPS only?
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
France Germany UK Italy Spain
offline (48.5%)
offline
Source: Across Health Navigator Oncology, G5 data 2014
12/03/2015 Across Health Webinar 29
Which % of European specialists wants to engage with
pharma through digital ONLY?
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
France Germany UK Italy Spain
digital (avg 9.8%)
digital
Source: Across Health Navigator Oncology, G5 data 2014
12/03/2015 Across Health Webinar 30
35% wants to engage via “multichannel”
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
France Germany UK Italy Spain
mix (avg 34.9%)
mix
Source: Across Health Navigator Oncology, G5 data 2014
12/03/2015 Across Health Webinar 31
The full picture…today & tomorrow
50%
OFFLINE ONLY
10% DIGITAL ONLY
35% MIX
Digital natives
Quality pharma offerings
Fieldforce reductions
Admin burden
12/03/2015 Across Health Webinar 32
12/03/2015 Across Health Webinar 33
Agenda
• Why resource RE-allocation is key…also
in oncology
• How the Across Health Cross-Channel
Oncology Navigator can help
• How to operationalize these data
How to put the Navigator data to work
• An important feature of our data is that it is highly actionable: the insights
contained in the cross-channel Navigator can be used for:
Across Health Webinar 34
Strategic resource planning
(global, regional,local)
Tactical campaign planning and
follow-up(channel selection)
Budget and resource
optimization
Trends and evolutions across geographies and
over time
Education and training
….
12/03/2015
The German oncology market – our approach
12/03/2015 Across Health Webinar 35
We needed to draw up a campaign targeting oncologists,
about a third of which would not be visited
Our target was to generate 8500 rep equivalent contacts through
digital channels
Repeq/year/ Repeq/ Repeq/ Repeq/oncologist year year year
Target Target via SF Digital
Visited
Oncologists1000 4 10 10000 4000 6000
Non-visited
oncologists500 0 5 2500 0 2500
Totals 1500 12500 4000 8500
Number of
visits
tbd tbd
SegmentTotal size
segment
Behavioural
objective(s)
Messages /
content /
service
The German oncology market – our approach
12/03/2015 Across Health Webinar 36
Step 1: we identified a number of key channels around which
we would build the campaign, and aligned our Navigator data
with these key channels
The German oncology market – our approach
12/03/2015 Across Health Webinar 37
Step 2: a first rough channel mix outline provides a first stab
at the desired number of rep equivalent contacts
The German oncology market – our approach
12/03/2015 Across Health Webinar 38
Step 3: aligning channel data with cost estimates then
completes the framework. We now have an idea of total
budget and cost per repeq contact
The German oncology market – our approach
12/03/2015 Across Health Webinar 39
Step 4: scenario building is now
easy: the marketing team can tweak
campaign frequency and readily
assess the impact on overall digital
budget and cost per repeq contact. It
is also possible to add/remove
channels to/from the mix….
This then leads to a coherent multichannel
plan…ready for execution & impact tracking!
12/03/2015 Across Health Webinar 40
"The Cross-Channel Navigator provides a customer-centric
approach to selecting the right channels for the right countries.
That is because the impact and reach measurements you get
per channel come right from the voice of the customer -
through a strong market research-based methodology. The
Navigator is one strong part of the decision-making mix, of
course along with a strong multichannel strategy and real-world
experience of what works”.
Director Commercial Excellence Europe,
top 10 pharma company
12/03/2015 Across Health Webinar 41
Across Health Webinar 42
Beyond oncology…
Our samples include only high quality surveys from active HCPs seeing at least 50 patients per week
For key geographies, recent data are available in cardiology,
psychiatry, pulmonology, internal medicine, etc
12/03/2015
Feel free to contact us!
12/03/2015 Across Health Webinar 43
Thank You!View recorded webinar: http://bit.ly/19c9LEe
12/03/2015 Across Health Webinar 44
DISCLAIMER:
Current presentation is confidential. All proposed
concepts and ideas presented here are intellectual
property of Across Health, and are to be used in
collaboration with Across Health.