Like many other things, launch excellence will never be the same again post-C19… Ruud Kooi (SVP Global Accounts) and Luisa Schirm (Senior Consultant) will show you how an integrated customer-centric approach should be an essential ingredient of any launch – now, more than ever. Key topics include: · Omnichannel as the “booster shot” for post-C19 launches · The Omnichannel Launch Excellence (O.L.E.) framework explained · How to translate a global/regional customer-centric O.L.E blueprint into local strategy execution success? Watch the recorded webinar and access the full deck here: https://bit.ly/3xOkuBs

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Omnichannel Launch Excellence in the Never Normal
November 30th, 2021

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Meet Ruud Kooi
SVP
NATIONALITY: DUTCH
LANGUAGE(S): DUTCH, ENGLISH, GERMAN
PROFESSIONAL EXPERIENCE (EXTRACTS)
Ruud started his career in pharma in 1995, working for Janssen (J&J) as part
of the first digital and e-business teams. As co-founder of Across Health,
Ruud leads a multiple award-winning account team and is responsible for
leading global accounts. Ruud specializes in creating company-wide digital
and omnichannel strategy roadmaps, translating global blueprint models
into country-specific campaign implementation successes, as well as the
company-wide upskilling required to make these successes sustainable.
Company-wide omnichannel strategy: definition of global
omnichannel strategies including local tailoring of omnichannel
programmes & roadmaps for leading pharma companies.
Multi-country strategy implementation: Guiding organizations and
local brand teams into the first omnichannel implementation
successes, aiming to create local sustainable self-steering
implementation teams.
New commercial models: Designing and testing new commercial
go-to-market models including digital first components.
Publication: Co-author of ”Evidence-based Multichannel:
delighting pharma customers in the omnichannel age.”
CORE SKILLS
• Omnichannel strategy for commercial & medical
• Company wide upskilling & change management
• New commercial models
• Risk share digital campaigns
EDUCATION
• MSc Industrial Engineering & Management Science
- TU/e (Netherlands)
• Project Management Professional (PMP)

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OCE strategy formulation: Supporting pharma companies in their
OCE strategy and roadmap formulation.
OCE strategy execution: Helping pharma companies in managing
worldwide engaging and impactful execution programs.
OCE capability building for commercial and medical teams:
Setting up workshop sessions and managing throughout all
stages, from preparation to facilitation onsite and output
generation.
OCE implementation guides: Developing brand-specific playbooks
to educate and help local teams on OCE implementation and
execution.
CORE SKILLS
• Omnichannel engagement strategy & execution
• Education on OCE brand strategy & market insights
• Digital transformation
• Project management
EDUCATION
• MA Business Consulting (DE, EN) –
University of Applied Science Harz (Germany)
• BA International Business Management (EN, ES) –
Berlin School of Economics (Germany)
Universidad de Zaragoza (Spain)
Luisa joined Across Health in 2015 and is one of our Senior Strategy
Consultants. She brings with her extensive experience in the set-up and
implementation of global omnichannel engagement programmes
across multiple TAs. As a part of the capability building, she has
facilitated 80+ omnichannel strategy & training workshops for both
the commercial and medical fields on almost every continent. She
relies on a broad knowledge of project and change management.
PROFESSIONAL EXPERIENCE (EXTRACTS)
Meet Luisa Schirm
Senior strategy consultant
NATIONALITY: GERMAN
LANGUAGE(S): GERMAN, ENGLISH, SPANISH

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Biopharma industry needs to reimagine customer engagement for the post-
C19 world – with the customer in mind
“Promotional models
are obsolete”
(Iqvia 2021)
“Doctors disappointed in pharma’s
digital pandemic efforts”
(Fiercepharma 2021)
“Pump up the digital volume” without
customer focus is a dangerous strategy”
(Across Health 2021)

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06
Well ok, digital is important,
but is digital omnichannel?

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Omnichannel includes content…
“Omnichannel engagement strategy
addresses the messages based on the customers’ perspective.
We don’t “just” publish our content, we walk into your audience’s shoes
and try to create a message based on
their views and interests”

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Omnichannel campaign Scoring algorithm Identified lead
+ =
Reading an email
+0,2
Read a webpage
+0,4
Call accepted
+0,2
Watch video
+1,1
Act upon DM
+0,7
Watch webinar
+1,2
Basic lead scoring – profiling approach

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The disconnect between HQ and local is from all times…
13%
of local marketers use
over 50% of HQ launch
content
43%
of them find HQ launch
support very relevant to
their local efforts
Maturometer Snapshot 2019
HQ n = 19
Local n = 23

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The global team defines the strategy blueprint, the playing field
Covering 10 key strategy deliverables
1 Introducing the brand, the treatment and the strategic imperatives
2 Navigator365 insights
3 Targeting & segmentation (tiers & attitudinal)
4 SAC (medical topics) & BAMMs (commercial messages)
5 Problem statements & campaign objectives
6 Content planning
7 Channel selection & touchpoint journey
8 Business cases; quantification of SOV in MCQs
9 KPIs; strategy, identification & performance review cycle
10 OLE strategy playbook
Insight
OCE
strategy

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Team readiness is mostly about change management, capability
building and supporting the first steps
Need for change
Clear vision &
goals Capability to change Concrete first step
1 2 3 4
Successful
change

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Knowledge comes from knowing,
wisdom comes from doing.
Anthony Douglas Williams

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Show me Scala365™ Game

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Navigator365™
An integrated product suite
HCP Insights
OCE Planning
Campaign impact tracking
1
2
3
Show me Navigator365™

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Navigator365™ Core
HCP actionable insights
Up to 200 pages of highly
actionable insights in PDF
and PPT format
Individual specialty and
market level
But there is
much more
to Navigator365™!
Show me Navigator365™ Core

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Navigator365™ Planner
Rebuilt for the future – aligned with our proven strategic approach
New: define your
campaign key
messages/topics
Vastly increased
performance
Support for regional plans
Define, assign and filter
your plans based on key
campaign topics
Consolidated reports
Powered by
Navigator365 Core
Show me Navigator365™ Planner

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Navigator365™ Tracker
Track your campaign performance – out of the box
Detailed and dummy
proof campaign data
entry
Out of the box
performance dashboards
High level KPI’s
MCQ evolution
Channel level
dashboards
Show me Navigator365™ Tracker

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