Across Health SVP Global Accounts Beverly Smet and Jan Keuppens will demonstrate the latest insights from our Navigator365™ omnichannel affinity research, emphasizing more the significance of a true transformation within pharma organizations in the New Normal era. Key topics included: • The impact of covid in the traditional business model, sales & marketing collaboration levels, and the key pharma channels • What are some of the ingredients required to create a seamless customer experience and how to drive omnichannel customer engagement in the Next Normal? • How to pump up the digital volume by building an integrated marketing & sales engine for B2B Watch the recorded webinar and access the full deck here: https://bit.ly/3GFUaNX

1. 03/11/2021
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Omnichannel customer engagement in the next
normal: blip or shift ?
Oct 26th, 2021

2. 03/11/2021
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2
Biopharma need to re-think the GTM model; COVID-19 has significantly
disrupted the traditional business model
Digital adoption is set to further accelerate post COVID-19.
This represents an important opportunity for biopharma companies to deliver
against HCPs' strong demand for omnichannel engagement
Post-COVID, HCPs want and expect
to receive pharma content via
digital/mix of channels1
OC Promo
preference
OC Education
preference
55% 67%
Source: Across Health Navigator365™ (Q4’ 20 EU5 specialists – N= 2780)

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eCME
email MSL
email rep/AM
local scientific meeting
MSL
pharma call
pharma eNewsletter
pharma webcast
pharma website
remote rep/AM
rep/AM
0%
10%
20%
30%
40%
50%
60%
70%
80%
4,5 5,0 5,5 6,0 6,5 7,0 7,5 8,0
REACH
IMPACT
CHANNEL PERFORMANCE EVOLUTION 2019Q4 VS 2020Q4 - EU5 SPECIALISTS
Source: Across Health Navigator365™
(Q4’ 20 vs Q4’ 19 EU5 specialists – 2020 N= 2780 |2019 N = 4104)
F2F is not decreasing in impact, but reach & impact of digital is
increasing significantly in 1 year
Show me Navigator365™

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Source: FINITE & 93x
tinyurl.com/hbyo1f1w
The answer can't be just about pumping up the “digital” volume
Biggest challenges for B2B tech marketers in 2021
“Doctors
disappointedin
pharma's digital
pandemicefforts”
February 1, 2021
# 2. Digital fatigue (41%)
# 1. Balancing quantity
and quality (48%)
“Promotional models
are obsolete”
(Iqvia 2021)

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Focus areas for driving the change
-25%
-20%
-15%
-10%
-5%
0%
5%
10%
35% 40% 45% 50% 55% 60% 65% 70% 75% 80% 85%
Strong digital/MC team
with board support
Strong vision for
digital transformation
Robust process
for channel mix
Relative
change
since
2018
Staff well-trained in digital
Tracking
Multiyear strategy for
digital transformation
Good view of HCP
channel acceptance
2021 Maturity level (= fully agree + somewhat agree)
Integrated customer Db
across channels
EU biopharma 2021 n=135 EU biopharma 2018 n=202

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The new commercial model in pharma

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OLD NEW
Building an integrated marketing & sales engine for B2B, old vs new model
Source: BCG

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Success stories in situations with
restricted access

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Navigator 365™ helps at a crucial step – translating your strategic
imperatives into a high-impact customer engagement strategy
Customer journey/
leverage points
Brand or medical
strategic imperatives
Competitor
landscape
Market performance
and -dynamics
Channel mix and
orchestration
Content/service/
asset optimization
Impact tracking &
optimization
of clients
find Navigator365™
(much) better than
competition*
83%
* Maturometer 2021
Plan your OC campaigns in a robust,
methodological way
Get visibility on the impact of your
OC campaign performance
Show me Navigator365™

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c
The CONE
OF LEARNING
“I hear and I forget.
I see and I remember.
I do and I understand.”
Confucius
Doing
the Real Thing
Simulating
the Real
Experience
Participating
in a Discussion
Watching
a Demonstration
Watching
a Movie
Looking
at Pictures
Reading
Hearing
words
A
C
T
I
V
E
P
A
S
S
I
V
E
Covering the full cone of learning
90%
of what we
say and do
70%
of what we
say & write
50%
of what we
hear and see
20%
of what we
hear
30%
of what we
see
10%
of what we
read
Information
Retention Rate
Show me Scala365™

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A.I. Coach
Show me Scala365™ Learning

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Watch the recorded webinar
and access the full deck here..
Thank you!
For more info,
contact us!!