Across Health - Global HCP & competitor omnichannel trends in life sciences 2022-2023

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Fonny Schenck (Strategic Management Advisor) and Patrick Vidal (SVP Global Accounts) shared highlights from our 2022 Global Trends Report, including some of last year's most interesting insights pulled from our industry-leading Navigator365™ and Maturometer™ research. You can look forward to a unique snapshot of what biopharma and its HCP and payer audiences have been thinking and doing in the omnichannel space in 2022, as well as a look ahead at what to expect in 2023 and beyond. Key topics included: • Enduring shifts in HCP channel & content affinity & impact • HCP interest in & (dis)satisfaction with biopharma’s digital offerings • The competitive landscape • Future scenarios • Insights and key trends for EU5, US, LATAM & APAC Watch the recorded webinar and access the full deck here: https://rb.gy/h1qu5x

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25/04/2023
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<business card space>
Global HCP & competitor omnichannel
trends in life sciences 2022-2023
Webinar #1 – TUESDAY 28/02
FEB to SEP 2023
Watch our recorded webinar or get access to the full slide deck >

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25/04/2023
The truly omnichannel rep is still rare..
And the trend is similar across the globe
Source: EU5 cardiologists, 2022 (n=506) & all specialists 2021 (n=8921), 2021 (n=8204)
Learn more about Navigator365™ Core

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25/04/2023
Pharma continues to underestimate the value of digital (1)
Source: 2022, EU5 specialists (n=4718) & 2022, EU Biopharma (n=217)
Read more here >

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25/04/2023
Pharma continues to underestimate the value of digital (2)
The segment with a high affinity for digital is 50% vs 44% for F2F…QUID the “no-nos”?
Source: US oncologists, 2022 (n=200)
Read more here >

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25/04/2023
Preferred time for engagement with pharma around product launch
35% expects to get pharma communications way before launch
Source: all specialists, 2022 (n=7595)
Learn more about Omnichannel Launch Excellence

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25/04/2023
The omnichannel opportunity is even higher at the payer level
Higher interest…and bigger gap vs pharma supply
…66% of
US payers
vs 53% of
US SPECs
…find pharma
digital (very)
important…
Source: US Payers, 2022 (n=167) & US specialists, 2022 (n=2060)
…and the pharma
supply gap is
bigger vs HCPs
Learn more about Navigator365™ Payer

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25/04/2023
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25/04/2023
Key takeaways
1. Biopharma’s urgency to invest in OCE at scale declined in 2022 while pharma satisfaction with their own
multichannel (not omnichannel) efforts reached new heights
• Getting to OCE at scale remains “the cake”; new trends like AI, hyperpersonalization,… are just “cherries” as long as
the foundation/cake is not in place
2. However, the gap with how physicians want to engage with biopharma is growing further – while F2F access
is going down again…”make every moment matter” – also new role for marketing & medical – the “war for
attention” is on.
3. Prescriber satisfaction with biopharma’s OCE launch efforts is even lower than their average satisfaction
levels, while successful launches are increasingly rare
4. Despite pharma’s lower urgency overall ( see 1), some companies and brands continue to accelerate their OC
investments – external benchmarking is an important driver for long-term customer leadership and for
keeping the momentum in the transition
5. Omnichannel does not stop at the prescriber level…also payers are keen on OCE engagement with biopharma
• There is a clear opportunity to look at the omnistakeholder level – across all functions: commercial, medical, access,
and patient service
Did any expert ever say that OCE was easy? OCE leadership is a marathon
Watch the full webinar here

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25/04/2023
There’s more where this came from: see our brandnew GLOBAL TRENDS REPORT!
across.health/GlobalTrendsReport
Download for free NOW!

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25/04/2023
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25/04/2023
FEB to SEP 2023
Want to know more? Join us on our upcoming webinars
• ‘Omnichannel myopia’ in the post-Covid era:
The importance of Cx Benchmarking
THURSDAY, MAR. 23TH 16H CET
• Omnichannel Launch Excellence:
From global to local
TUESDAY, JUN. 13TH 16H CET
• Omnichannel maturity:
What’s the industry up to (Maturometer™ 2023)?
TUESDAY, SEPT. 26TH 16H CET
All our resources at your fingertips:
https://across.health/resources
To sign up:
across.health/2023-webinars

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25/04/2023
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© Across Health 10
25/04/2023
Thank you!
For more info,
contact us!
Watch the recorded webinar and
access the full deck here.

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Across Health is pleased to present you with the state of the multichannel landscape in life sciences – now in its 11th year. After 3 years of robust growth in digital marketing budgets, 2019 showed a pullback to 2017 levels. We have a couple of hypotheses to explain this surprising finding: 1. Hesitation to invest more in the absence of a clear view on ROI and strategic priorities/roadmap; 2. More participants who are just getting started on their digital journey; 3. A smarter use of digital dollars (“more bang for the buck”); 4. We have reached the end stage of digital transformation in life sciences Across Health firmly believes that the main driver for smaller budgets is option 1. You can find out why in the report.

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This document summarizes a webinar hosted by Across Health on digital transformation. It discusses Across Health's focus on customer engagement and digital innovation strategies. It also shares results from Across Health's annual digital maturity survey, which found that about half of organizations have been engaged in a digital transformation program for over a year. Respondents indicated that capabilities and change management are important components of digital transformation, and that skills gaps and lack of internal engagement are common bottlenecks. The webinar provided a framework for a successful digital transformation strategy that addresses both digitizing the core business and developing new digital health models.

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The journey towards digital natives: is pharma driving against the traffic?

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The pharmaceutical industry’s customer base is moving in one definite direction: towards a ubiquity of digital-native HCPs. The implications of this should not be underestimated. As the information needs and preferences of medical professionals shift, pharma must adapt their communications to match if they’re to drive improvements in clinical care. Find out how new segmentation models can help understand the best way to communicate with physicians: https://goo.gl/crvgv6

Webinar - Multichannel Maturometer 2018 results: Key global trends

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Questions answered include: • Did the 20%+ budget increase in 2017 continue in 2018? • Which channels have reached maturity…and which ones could break out in the next years? • What are the industry's biggest bottlenecks for adopting digital? • (How) are key digital capabilities developing versus last year? • How satisfied is the industry with its digital efforts to date? For the recorded webinar please visit our website: http://bit.ly/2vC86oc

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Across Health - Global HCP & competitor omnichannel trends in life sciences 2022-2023

1. Proprietary and confidential information © Across Health 1 25/04/2023 1 <business card space> Global HCP & competitor omnichannel trends in life sciences 2022-2023 Webinar #1 – TUESDAY 28/02 FEB to SEP 2023 Watch our recorded webinar or get access to the full slide deck >

2. Proprietary and confidential information © Across Health 2 25/04/2023 The truly omnichannel rep is still rare.. And the trend is similar across the globe Source: EU5 cardiologists, 2022 (n=506) & all specialists 2021 (n=8921), 2021 (n=8204) Learn more about Navigator365™ Core

3. Proprietary and confidential information © Across Health 3 25/04/2023 Pharma continues to underestimate the value of digital (1) Source: 2022, EU5 specialists (n=4718) & 2022, EU Biopharma (n=217) Read more here >

4. Proprietary and confidential information © Across Health 4 25/04/2023 Pharma continues to underestimate the value of digital (2) The segment with a high affinity for digital is 50% vs 44% for F2F…QUID the “no-nos”? Source: US oncologists, 2022 (n=200) Read more here >

5. Proprietary and confidential information © Across Health 5 25/04/2023 Preferred time for engagement with pharma around product launch 35% expects to get pharma communications way before launch Source: all specialists, 2022 (n=7595) Learn more about Omnichannel Launch Excellence

6. Proprietary and confidential information © Across Health 6 25/04/2023 The omnichannel opportunity is even higher at the payer level Higher interest…and bigger gap vs pharma supply …66% of US payers vs 53% of US SPECs …find pharma digital (very) important… Source: US Payers, 2022 (n=167) & US specialists, 2022 (n=2060) …and the pharma supply gap is bigger vs HCPs Learn more about Navigator365™ Payer

7. Proprietary and confidential information © Across Health 7 25/04/2023 Proprietary and confidential information © Across Health 7 25/04/2023 Key takeaways 1. Biopharma’s urgency to invest in OCE at scale declined in 2022 while pharma satisfaction with their own multichannel (not omnichannel) efforts reached new heights • Getting to OCE at scale remains “the cake”; new trends like AI, hyperpersonalization,… are just “cherries” as long as the foundation/cake is not in place 2. However, the gap with how physicians want to engage with biopharma is growing further – while F2F access is going down again…”make every moment matter” – also new role for marketing & medical – the “war for attention” is on. 3. Prescriber satisfaction with biopharma’s OCE launch efforts is even lower than their average satisfaction levels, while successful launches are increasingly rare 4. Despite pharma’s lower urgency overall ( see 1), some companies and brands continue to accelerate their OC investments – external benchmarking is an important driver for long-term customer leadership and for keeping the momentum in the transition 5. Omnichannel does not stop at the prescriber level…also payers are keen on OCE engagement with biopharma • There is a clear opportunity to look at the omnistakeholder level – across all functions: commercial, medical, access, and patient service Did any expert ever say that OCE was easy? OCE leadership is a marathon Watch the full webinar here

8. Proprietary and confidential information © Across Health 8 25/04/2023 There’s more where this came from: see our brandnew GLOBAL TRENDS REPORT! across.health/GlobalTrendsReport Download for free NOW!

9. Proprietary and confidential information © Across Health 9 25/04/2023 Proprietary and confidential information © Across Health 9 25/04/2023 FEB to SEP 2023 Want to know more? Join us on our upcoming webinars • ‘Omnichannel myopia’ in the post-Covid era: The importance of Cx Benchmarking THURSDAY, MAR. 23TH 16H CET • Omnichannel Launch Excellence: From global to local TUESDAY, JUN. 13TH 16H CET • Omnichannel maturity: What’s the industry up to (Maturometer™ 2023)? TUESDAY, SEPT. 26TH 16H CET All our resources at your fingertips: https://across.health/resources To sign up: across.health/2023-webinars

10. Proprietary and confidential information © Across Health 10 25/04/2023 Proprietary and confidential information © Across Health 10 25/04/2023 Thank you! For more info, contact us! Watch the recorded webinar and access the full deck here.