Across Health Multichannel Maturometer 2016
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We are pleased to present you with the 8th Across Health Multichannel Maturometer in Life Sciences, which covers the 4 key dimensions of digital maturity: strategy & organization, business processes & technology, multichannel integration 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 satisfaction levels remain at all-time-low levels, while average digital marketing budgets (15.7%) are status-quo for the 4th year running. Skill levels continue to be low, key channels are very similar, etc etc. However, if you look beyond these averages, some early leaders can be identified. Indeed, 15% states that digital transformation is happening fast. In other words, while most of the eggs in the hatchery are still closed, some “chickens” have already hatched. We saw the same trend in 2015, where the top 10% is outperforming the average company significantly (http://bit.ly/29qk2lg), except for key “pain points” like mix optimization, campaign management and KPIs. And if you look at the 2015-2016 comparison (p26), you can again infer that there is some activity in the other eggs too…Indeed, customer databases are increasingly crosschannel, while the pain related to execution (mix planning and campaign management platforms) – 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
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Across Health Multichannel Maturometer 2016
- 2. Proprietary and Confiden/al Informa/on © Across Health 2 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
- 3. Proprietary and Confiden/al Informa/on © Across Health 3 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 ...
- 5. Proprietary and Confiden/al Informa/on © Across Health 5 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….
- 7. Proprietary and Confiden/al Informa/on © Across Health 7 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
- 9. Proprietary and Confiden/al Informa/on © Across Health 9 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
- 11. Proprietary and Confiden/al Informa/on © Across Health 11 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 Completely agree Somewhat agree Somewhat disagree Completely disagree N = 249 European scope
- 12. Proprietary and Confiden/al Informa/on © Across Health 12 03 Business Processes & 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
- 13. Proprietary and Confiden/al Informa/on © Across Health 13 03 Business Processes & 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
- 17. Proprietary and Confiden/al Informa/on © Across Health 17 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 Completely agree Somewhat agree Somewhat disagree Completely disagree N = 248 European scope
- 18. Proprietary and Confiden/al Informa/on © Across Health 18 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
- 20. Proprietary and Confiden/al Informa/on © Across Health 20 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 Completely agree Somewhat agree Somewhat disagree Completely disagree N = 246 European scope
- 21. Proprietary and Confiden/al Informa/on © Across Health 21 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
- 23. Proprietary and Confiden/al Informa/on © Across Health 23 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
- 24. Proprietary and Confiden/al Informa/on © Across Health 24 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
- 25. Proprietary and Confiden/al Informa/on © Across Health 25 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
- 27. Proprietary and Confiden/al Informa/on © Across Health 27 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 bo`om 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 Proprietary and Confiden/al Informa/on © Across Health 27
- 28. Proprietary and Confiden/al Informa/on © Across Health 28 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
- 30. Proprietary and Confiden/al Informa/on © Across Health 30 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
- 32. Proprietary and Confiden/al Informa/on © Across Health 32 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