Mcm rep orchestrator across health webinar slides june 2017

30/05/2017Proprietary and Confidential Information© Across Health1
The Multichannel Rep
Across Health Webinar:
30 May 2017

Ground rules
• This webinar will take around 40 minutes, followed by questions
• You can submit questions at any time via the “Ask a question” tab. Questions will be answered at the
end of the webinar.
• Some polls will be activated during the webinar. You can access them via the “Vote” tab.
• Please give us your feedback!
• Rate the seminar (“Rate this” tab)
• If you would like to have a follow up discussion on any of the concepts we discussed, please
complete the short survey in “Attachments” tab.
• The webinar will be recorded and made available immediately after this session on both the BrightTalk
platform and our dedicated website page:
http://www.a-cross.com/health/events/multichannel-rep-2017

Agenda
1 The multichannel rep – the basics
2 The orchestrator rep of the future – improving the customer experience
3 The orchestrator rep of the future – integrating sales and marketing
4 Sales force Maturometer

The view of Alex Azar, former president of Lilly USA
“Stories about the death of the sales rep are greatly exaggerated,” said Azar.
He believes that in many instances the sales rep position is still the highest ROI tactic for many brands.
The problem, Azar says, can be access.
“Access [to doctors] is getting worse, but it’s not as bad as some suggest, especially if you are an established pharmaceutical
company,” he said.
Azar relayed an example of how when he was with Lilly, the company created a suite of interactions to test how influential they
could be at reaching physicians that were never called on by a rep.
Over a period of six months, Lilly engaged the physician in a variety of touch points—peer-to-peer videos, direct mail, email, etc. He
said the company was able to convert 18% of those who never saw a rep from its bottom tier to its top tier of advocacy.
“Sales reps don’t just do short sales,” he said. “They build relationships over the long term
and add value over time.”
THIS IS WHAT MULTICHANNELS REPS ARE ABOUT, ADDING VALUE
OVER A LONG TERM RELATIONSHIP MIXING
HUMAN AND DIGITAL INTERACTIONS

Targets are not only HCP’s not seen face to face
Physicians prefer to learn about new medical developments OUTSIDE office hours
Physicians prefer to learn about new medical developments OUTSIDE office
hours (3 : 1 ratio), while pharma focuses during office hours!
Cardiology Endocrinology/
Diabetes
GP Internal
medicine
Neurology Oncology Paediatrics Psychiatry Urology
Early morning (before
office hours) 25% 23% 26% 23% 20% 29% 23% 14% 21%
During weekdays office
hours
20% 40% 31% 27% 35% 40% 43% 43% 28%
Evening (after office
hours)
59% 69% 56% 67% 71% 59% 53% 58% 60%
Weekends (during office
hours) 8% 10% 8% 5% 8% 13% 10% 9% 8%
Weekends (during time
off)
40% 54% 39% 37% 38% 30% 36% 45% 36%

Optimizing customer experience and engagement =
The right target reached
by the right channel
at the right time
and with the right content

Defining the content that delivers the added value, …
For each HCP target/segment
Across Health Webinar7
PromotionalMedical
Environment
Services
Patients

Tracking the impact of your customers’ interactions

Bringing it all together…
Multichannel
Multiple channels operating
in isolation
Omnichannel
Channels coordinated and
synchronized around
customer
Customer Engagement Design
Method of how to engage through
channels and content
Customer
Experience
Customer perceptions of
their interactions with your
business
1 2 3 4
2
3
4
Pharma website
Enewsletter
repCongress
Medical meeting
Webinar
Bannering
3rd party websites
Apps
…
INTEGRATION
Customer
+
+ CONTEXT
CONTENT
1
Channels

Reps should know their customers best and hence select the right
channel mix and the right content to communicate

How likely is your company to equip your reps for the role of
multichannel orchestrator?
1. We are already there
2. We are working on this for 2017
3. We are thinking about this strongly, but do not know
4. We have thought about it, but cannot get it off the ground
5. This is not an option for us

In 2014, only 9% said they had an MCM rep strategy in place

The “multichannel” rep is gaining traction in Europe, but
omnichannel customer knowledge remains quite low
n=221
2017 data
European Scope
26%
7%
14%
45%
30%
37%
18%
38%
27%
11%
25%
22%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Reps equipped with digital tools beyond edetail
Good view of HCP channel acceptance
Integrated customer Db across channels
Completely agree Somewhat agree Somewhat disagree Completely disagree

Which of these MCM rep tactics have you already integrated?
1. Rep email, tablet detailing, rep-led remote detailing, self-service portal
2. Rep email, tablet detailing, self-service portal
3. Only tablet detailing
4. None of the above
5. The reps have (some of) these tools available but are not in
the driving seat

Which channels are orchestrated by the reps?
email tablet detailing remote detailing self-service portals
And rightfully so !

E-mail marketing is more effective if driven by reps
• Around one in two HCPs are more inclined to open rep emails than other
types of email from pharma.
Would you be more inclined to open an email from a rep than from other sources (select all that apply)?
% among HCPs exposed to this channel
N=363
39%
57%
9%
INCLINATION TO OPEN
No more so than other sources
More so than pharma eMails/newsletters
More so than medical websites' eMails/newsletters
NEURO

And physician are open to more…
• One in four HCPs who have been exposed to rep emails would like to
increase its frequency.
Would you like to interact more with reps via email?
N=36 N=363
89%
11%
4% 6%
64%
25%
1%
Reduce frequency a
lot
Reduce frequency a
bit
Keep frequency the
same
Increase frequency a
bit
Increase frequency a
lot
EMAIL REP PREFERRED FREQUENCY
HCPs not exposed to channel HCPs exposed to channel
NEURO

Among 6 calls that you receive per year, how many could be
replaced by remote calls from your field reps?
Source: Kadrige
Remote detailing: hybrid model is preferred by most HCPs
GPs (n= 86)
8,00%
26,50%
38,50%
15,00%
9,00% 3,00%
1
2
3
4
5
6
1
9,50%
22,50%
32%
19,50%
6,50% 10%
SPECs (n= 98)
5
4
3
2
6
5
4
3
2
6 1

Source: Kadrige as presented on EyeforPharma 2009;
Impact on sales is higher for hybrid campaigns.
From a revenue perspective, fieldforce + MCM is most impactful (but
may have a lower ROI)
France, GPs

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
Direct marketing
Web Banners
Online medical education
Healthcare professional self-service portal
Outbound call centre
Integrated cross-channel campaigns
Social media marketing
eRep
e-sampling
Marketing automation software
Quantified self / self-tracking devices
Remote patient monitoring
Standard practice Pilot planned or ongoing Never Do not know / not applicable
Since 2015, iPad detailing took over from websites as the most popular
tactic!

The iPad does not replace the rep

Agenda
4 Sales Force Maturometer

What do physicians want/expect from pharma?

Insights from Virtual Focus Groups
GP’s and Specialists
Reps should look
at us rather than
at their iPads
Face to face is best
but in evenings CME
would be very nice
Reps are better
because without
them, I wouldn’t
even know to look
at websites
iPads can be helpful
but only as an adjunct
to illustrate points.
rep needs to know
product well
Rep time is
limited and
not effective
I would like rep
presentations very specific
to the issue the product is
treating. Also courses with
the same approach
iPad is not convenient
as we don’t have
material to look at
after the rep leaves
The human
aspect is
important!

iPad adds value if it
is customized,
meeting each
individual’s needs
I use Whatsapp
with my patients
and the reps
iPads seems so
superimposed on Sales
Reps – I don’t have the
feeling that they know
what they are doing
I use emails from
my laptop for
new drugs info or
for CME’s
I like person-to-person
interaction so I can ask
questions and maintain
a relationship for future
I feel remote access would
be of great value to me and
my practice. IPad is neutral
in value to me - another toy
for the rep to play with

I prefer everything
on my email and
no sales rep visits
I get informed by
sales reps through
WhatsApp. Also in
meetings and events
A medical rep is a kind of a
driver. Why would I open
someone’s website and how
would I know about it if
medical reps do not visit me?
I get all the
newsletters via
Reps
I would like to receive access
to a portal for professionals
where I could filter by
pathologies and new
Products & Services

NEURO
The main criticisms of tablet detailing is that it takes too long and that there are too many screens of information.
What are the key issues with iPad/Tablet detailing?
N=87
HCPs exposed to this channel were asked to rank top 3 (#1 = 3 points, then 2, etc)
Rescaled to 100 points
44
39
36
33
21
Takes too long
Too many screens of information
Detrimental to personal interaction
Not enough engaging visuals to top paper
Confusing layout
REP TABLET KEY ISSUES
Promotional Channels – Rep tablet

NEURO
There is some misalignment between content offered and
content expected by HCPs
What kind of topics are CURRENTLY being offered to you/would you LIKE to see on a Tablet/iPad presentation?
N=87
HCPs exposed to this channel were asked to rank top 3 (#1 = 3 points, then 2, etc) Rescaled to 100 points
59
32
24 21 19 17 12 12
4
49
25
20
11
26 30
13 13 13
0
10
20
30
40
50
60
70
Clinical trial
results
Video on the
mechanism of
action
Disease area
information
Video with a
patient case
Cost and
outcomes
information
Comparative
product
information
Video with a
KOL
Live
conversation
with a KOL or
MSL
Quizzes on
relevant
topics
REP TABLET TOPICS
Current Desired

NEUROHCP expectations also depend on product lifecycle stage
Would you like to be able to contact a pharma company or a sales rep if you have a question about a product that
has been on the market for over 10 years (select all that apply)?
N=94
18%
16%
23%
38%
18%
10%
11%
5%
No
Yes, via a pharma website on these products
Yes, via an email or call from the company
Yes, via a face-to-face rep visit
Yes, via a phone call from a rep
Yes, via a remote rep detail
Yes, via a remote eMSL contact
Yes, via an independent website…
INFO REQUEST MATURE PROD
Example: mature products

NEUROHCPs have clear expectations on content of pharmawebsites
What kind of content or services would you be looking for?
N=82
18%
40%
41%
WEBSITE GENERAL RELEVANCE
Not Useful Nice to Have Useful
How relevant are pharmawebsites to you?
% among HCPs exposed to this channel
Useful = 8-10; Nice to have = 5-7; Not useful = 1-4
42
34
31
24
16
10
8
8
5
4
4
4
4
2
1
Treatment guidelines
Patient education materials
Clinical trial information
Order samples
Disease information
Links to patient or disease websites
Order journal reprints
Information about reimbursement
Report adverse events
Off label information
Order materials
Request a visit from a rep or MSL
Medical images
Webcasts
Contact colleagues on specific drug
Contact KOL
Information about congresses
WEBSITE CONTENT/SERVICES
HCPs were asked to rank top 3
(#1 = 3 points, then 2, etc)
Rescaled to 100 points

What is pharma doing to meet these expectations?

Campaign flows as a basic starting point
The campaign flows
Landing page as central campaign element:
KEY CONTENT: visual & interactive elements (e.g. KOL video)
ADDITIONAL CONTENT: medical information, supportive data, support
1) Email opened &
Click through
2nd LINE OF
CONTACT
FACE TO
FACE CALL
Supporting offer:
News broadcast channel
3) Rep
explains
added
value to
HCP
Email not opened
Follow-up :
Review interest /Questions and answers
All HCPs WITH opt-in
All HCPs WITHOUT opt-in
MAIN OFFER:
Access to landing page 
permission to use eMail address
FIRST OFFER:
access to visual & interactive
elements
2) Email opened &
Click through
Email not opened
Email not clicked

30/05/2017Proprietary and Confidential Information© Across Health35 35
Personalized landing pages with clear links to rep visits…

30/05/2017Proprietary and Confidential Information© Across Health36 36
… linked to HCP stage in adoption ladder

SOV QOV
Quantity Quality
Right message
Right channel

Agenda

Most pharma companies have not implemented a robust
framework to leverage customer data for closed-loop marketing
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
N = 275
Global scope

✓ Accessed website on 13/03/2017 at
21:34 during 3min45 sec.
✓ Watched KOL video on 13/03/2017 at
21:34 during 2min25 sec
✓ Responded to quiz questions on
14/03/2017 at 10:01 and reached
score of 7/10, - mistake in questions 2
✓ Clicked on ”more info” on question 8
✓ Received email on ”immunology
highlights” on 15/03/2017 at 12:05
✓ Openede email on ”immunology
highlights” on 1703/2017 at 16:35
14/03/2017 at 10:01 and reached
✓ 14/03/2017 at 10:01 and reached
“Visited by me on 12/12/2016.”
14/03/2017 at 10:01 and reached
14/03/2017 at 10:01 and reached
What does a rep need to know…and when? Finding the right balance
No view on
non-f2f
interactions
14/03/2017 at 10:01 and reached
14/03/2017 at 10:01 and reached
✓ 14/03/2017 at 10:01 and reached
Overly detailed
view on all
interactions

Individual customer interaction information for the reps is …
Relevant
information
Are interactions
linked to my brand
objectives?
Actionable
information
What should be
my “best next
action” ?
Timely
Information
How can this help
me to plan and
prioritize my
activities ?

Leadscoring
• Lead scoring: assigning points to each
prospect you come across. Points are
assigned based on specific criteria you
set—those attributes you’ve identified
as being most often associated with
serious prospective customers.
The higher the score, the more likely
they’re the right target prospect who is
actively engaged in the buying process,
and should be routed to sales.
© Across Health43
Is this HCP
worth a visit?

Leadscoring in pharma - example
- Omnichannel interactions (implicit
scoring)
- Account Potential (explicit scoring)
- Sales Rep’s opinion/rate (explicit scoring)
Scoring components
• Every activity, on- & offline gets a score:
• Reading an email: +0,5 points
• Callcenter call accepted: +1 point
• Read a page on the website: +1 point
• Watched a video on website: +2 points
• Acted upon letter (DM): +3 points
• Watched/Attended a webinar: +3 points
Lead Scoring Algorithm
• Additionally, every activity can be
categorized.
• Patient centric
• Evidence based
• ….
• This categorization helps to determine the
HCP’s focus
Is this HCP
worth a visit?

Leadscore tool
• Cloud based solution, meaning
available anytime/anywhere
• Allows for flexible segmentation &
viewing of data
• Contains detailed information about
the entire user journey

Agenda

Is your organisation
ready for
omnichannel ?

4%
7%
5%
4%
6%
9%
11%
14%
16%
26%
2%
6%
6%
6%
7%
8%
11%
13%
18%
23%
2%
6%
7%
7%
7%
7%
11%
13%
18%
23%
Healthcare disruption
Big data and artificial intelligence
Maximizing the opportunities of digital health
Developing a strong integrated emedical offering
Moving from HCP-centricity to patient-centricity
Getting robust insights of the omnichannel
ecosystem
Upskilling the organization
Moving from product-centricity to customer-centricity
Transforming the fieldforce to multichannel reps
Defining & optimizing the customer journey across
multiple touchpoints
Global Europe
Multichannel priorities over the next 2 years
Please indicate the importance of these topics to your organization in the next 2 years. Please distribute
100 points over the most important ones
n=256 (Global);
221 (Europe); 45
(US)

Successful digital transformation depends on 4 criteria
The best strategy is useless if it cannot be executed by
your sales force.

Set the foundation right
Channels prioritised in
your local Roadmap
• Email (mass & rep)
• eDetailing (iPad)
• Remote detailing
• Websites
• ….
MC tools
• Veeva/MI (CLM optimisation)
• Opt-in collection tool/process
• iPad CLM presentations
• KPI’s
Train on the optimal use of the
channels to achieve your objectives
2 3
1
Customer (HCPs + Sales Force)
• Digital insights/ Behavior
• Segmentation
• Channel affinity
• MC customer journey
Importance of data collection
to enrich customers insights
and track achievement
Understand how customers use digital channels in
their daily practice + adapt content/channel
MC Training
District
Managers &
Reps

Take into account the maturity (knowledge levels) and attitude of
your sales force towards Omnichannel
© Across Health51 Proprietary and Confidential Information

Internal Maturometer to capture the knowledge and
attitude of your client facing team towards Multichannel
• Across Health created a survey in QuestionPro that is aimed
at understanding the current Multichannel Maturity of the
Reps and District Managers, as well as their willingness to
implement.
• The survey covers 4 dimensions :
- knowledge of digital tactics
- knowledge/beliefs of (digital) customer
behavior
- perceived value of digital and expectations
- willingness of getting on board
• The outcome of the survey allows
to align the training/coaching content with the current sales
force maturity levels within your company

Benchmark the outcome versus your head office maturity
Source : Across Health Multichannel Maturometer 2015
Pharmaco
Pharmaco
Pharmaco
Pharmaco
Pharmaco

Monitor the maturity regularly and coach
3 months after deployment, benchmark the evolution of your sales force maturity
and implement corrective actions
28%
Weak usage

The journey
A long journey always starts with a first step
Embark Management
Select and train ambassadors
Coach and recognise
ambassadors
Deploy

Thank you

Mcm rep orchestrator across health webinar slides june 2017

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