Across Health Multichannel Maturometer 2016

Proprietary and Conﬁden/al Informa/on © Across Health 1
Across Health is pleased to present you with the state of the
mul/channel landscape in life sciences in Europe, US and
emerging markets – for the 8th year already.

Proprietary and Conﬁden/al Informa/on

01 02 03 04 05
Proprietary and Confiden/al Informa/on
Key Survey
Sta/s/cs
Strategy &
Organiza/on
Business Technology
& Processes
Mul/channel
Integra/on
Measurement
I am pleased to present you with the 8th Across Health
Mul/channel Maturometer in Life Sciences, which covers the
4 key dimensions of digital maturity: strategy & organiza/on,
business processes & technology, mul/channel integra/on
and measurement.
If you only look at the averages, the 2016 results are very
much a copy-paste of the previous years. At 13%, average
sa#sfac#on levels remain at all-/me-low levels, while
average digital marke#ng budgets (15.7%) are status-quo
for the 4th year running. Skill levels con/nue to be low, key
channels are very similar, etc etc.
However, if you look beyond these averages, some early
leaders can be iden/fied. Indeed, 15% states that digital
transforma/on is happening fast. In other words, while most
of the eggs in the hatchery are s/ll closed, some “chickens”
have already hatched.
Preface
We saw the same trend in 2015, where the top 10% is
outperforming the average company significantly
(h`p://bit.ly/29qk2lg), except for key “pain points” like mix
op/miza/on, campaign management and KPIs.
And if you look at the 2015-2016 comparison (p26), you can
again infer that there is some ac/vity in the other eggs too…
Indeed, customer databases are increasingly crosschannel,
while the pain related to execu/on (mix planning and campaign
management pla8orms) – and the lack of training - are felt
much harder than in 2015…in other words, the other eggs could
hatch soon…and MCM will never be the same again!
Happy reading & holidays!
Fonny
MCM in pharma: the first eggs
are hatching!
© Across Health 2

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
...

01
Key survey
sta/s/cs

01 Key Survey
Sta#s#cs
Key survey
sta#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….

02
Strategy &
Organiza/on

02 Strategy &
Organiza#on Only around 1 in 4 European respondents has a
strong digital vision; board support and skill levels
are even lower
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

02 Strategy &
Organiza#on
Quick wins – skill development for today’s tac#cs

hOp://a-cross.com/health/knowledge/deligh#ng-pharma-
customers-in-the-omnichannel-age

02 Strategy &
Organiza#on
Close to 60% state that the digital transforma#on
process is (very) slow… but 15+% is moving (very) fast
How would you rate the pace of implementa/on of
digital transforma/on in your organiza/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

03
Business Processes
& Technology

03 Business Processes
& Technology
In Europe, the level of IT-business integra#on is
acceptable, but channel mix processes and campaign
automa#on technology are quite immature
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
N = 249
European scope

& Technology
5% 6%
43%
35%
15%
6%
18%
24%
6% 6% 7%
12%
6% 6%
1%
6%
1%
Europe US
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%
Average mul#channel marke#ng budgets are low vs other
industries…but the leaders spend over 25% in Europe…and
US spends close to 20% of their marke#ng budget on digital
% of MARKETING budget allocated to digital
Average
15.7%
Average
19.4%
N = 145 N = 17

& 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%
Despite limited data, we can see an even lower
digital budgets in sales and medical
*Limited data collected
SALES* Average
8.1%
MEDICAL* Average
6.9%
29%
57%
14%
N = 29
Global scope
N = 7
Global scope

& Technology Pharma is lagging in terms of digital maturity

& Technology
Distribu#on of digital spend across all industries – 2015

Source: Econsultancy 2016
pharma

04
Mul/channel
Integra/on

04 Mul#channel
Integra#on The “mul#channel” rep is gaining trac#on in
Europe, but omnichannel customer knowledge
remains quite low
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
N = 248
European scope

04 Mul#channel
Integra#on
Tablet detailing remains the most important tac#c, but
a lot of pilots in MCM, mobile, webinars and adherence
*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

05
Measurement

05 Measurement
Less than 20% of European respondents feel very
comfortable with measuring impact & 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
N = 246
European scope

05 Measurement
Most have not implemented a robust framework to
leverage customer data for closed-loop marke#ng yet…
hardly any change since 2013
Do you leverage customer data from your cross-channel ini/a/ves for advanced customer analy/cs and
closed-loop marke/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

06
Conclusions

Conclusions Overall, only 13% are sa#sﬁed with their current
digital ac#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

Conclusions
0%
10%
20%
30%
40%
50%
60%
2010 2011 2012 2013 2014 2015 2016
Dissatisfied
Neutral
Satisfied
Sa#sfac#on rates are back at the very low
2010-2011 levels
N = 275
Global scope

Conclusions The shif from product- to customer-centricity is the
most important topic for most companies in the next 2
years
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
How do you see the following topics evolve and expand beyond their current state in pharma? Please
indicate the importance of these topics in the next 2 years (1 =low importance, 5= high importance)
N = 275
Global scope

Conclusions 2016 is very similar to 2015…but 4 key areas indicate a strong
“in the shell” pre-MCM ac#vity

Cracks in the MCM eggshells

Our 2016 Maturometer confirms that pharma is genng
ready for MCM – at last. Across the report, you can find
several indicators of this trend, with the newly hatched
companies (around 15%) spending 25+% of their marke/ng
budget and digital transforma/on happening (very) fast
there.
Many of the other “eggs” already show “subshell” ac/vity
too, with strong ac/vity in MCM pilots (50+%), building a
cross-channel customer view, and feeling the pain of early-
stage MCM: lack of knowledge, lack of a versa/le campaign
management plaporm and of a validated channel mix
op/miza/on process.

Fonny Schenck
CEO, Across Health
Fonny.schenck@a-cross.com
This truly posi/ve and rela/vely robust trend is preparing pharma
quite well for omnichannel HCP engagement today & tomorrow,
although a lot of work and companywide change is s/ll needed.
However, digital strategies for “the day arer tomorrow” risk
being depriori/zed as a result…for instance, only 5% feels ahead
of the compe//on regarding MCM payer engagement (12% for
pa/ents). And key trends like mhealth and healthcare disrup/on
are boòm of the list of the 1-2 year priori/es (p25)!
Digital disrup/on is high on the corporate agenda in other
industries...pharma needs to embrace both MCM and disrup/on
to maximize the poten/al of digital!
Final thoughts

Conclusions 2017 announcement!
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

Conclusions Quick wins – Learn directly from the healthcare disrup#on
leaders about tomorrow’s channel
hOp://www.healthcaredisrup#on.com/

Conclusions Now what? Run an in-house maturometer
Benchmark your company against the industry and run an
internal mul#channel maturometer.
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

Conclusions Now what? Run an in-house maturometer
Are you accelera#ng on your selected key development areas?
In 2015 in-house has been executed for 9 pharmacos already

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

Across Health Multichannel Maturometer 2016

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Across Health Multichannel Maturometer 2016