This document discusses how COVID-19 is impacting customer engagement in industries like banking and how customer needs and expectations are changing across sectors. It notes that COVID-19 accelerated trends like working from home by 5 years. The document also examines changes in customer engagement at the individual level, with physicians moving to a new engagement model more quickly, and at the pharmaceutical industry level, questioning if the death of the fieldforce is being overestimated. Finally, it emphasizes that the greatest danger in times of turbulence is acting with outdated logic and that the future of customer engagement needs to be reimagined.

1. 21/10/2020Proprietary and Confidential Information© Across Health1
“Two years in two months?”
Reimagine customer engagement: COVID-19 & beyond
15 October 2020

2. 21/10/2020Proprietary and Confidential Information© Across Health2
Agenda
1 How COVID-19 is impacting other industries
2 OCE - Emerging changes/trends at the customer level (“demand”)
3 OCE - Emerging changes/trends at the pharma level (“supply”)
4 Reimagine the future

3. 21/10/2020Proprietary and Confidential Information© Across Health3
It takes on average 66 days to change behaviour
“COVID-19 has accelerated the WFH trend by 5 years” (Deloitte)

4. 21/10/2020Proprietary and Confidential Information© Across Health4
Customer need & expectations change across industries
McKinsey 2020
Online survey from July
7 to July 31, 2020;
n = 899
C-level executives and
senior managers
representing the full
range of regions,
industries, company
sizes, and functional
specialties
Source: McKinsey 2020 How COVID-19 has pushed companies over the technology tipping point—and transformed business forever

5. 21/10/2020Proprietary and Confidential Information© Across Health5
“Phoenixes” in banking
Source: Capgemini, June 2020, The Financial Brand

6. 21/10/2020Proprietary and Confidential Information© Across Health6
The Gartner COVID-19 “response curve”
Source: Gartner, 2020

7. 21/10/2020Proprietary and Confidential Information© Across Health7
Agenda
1 How COVID-19 is impacting other industries
2 OCE - Emerging changes/trends at the customer level (“demand”)
3 OCE - Emerging changes/trends at the pharma level (“supply”)
4 Reimagine the future

8. 21/10/2020Proprietary and Confidential Information© Across Health8
(17-30 April
EU5+US: onco)
October wave
(EU5+US; 9 TAs)
June wave
(EU5+US; 9 TAs)
AugustJuly Sept OctAprilMarch May June Nov
Keeping the pulse of the HCP customer & the industry
https://across.health/offering/navigator
https://across.health/offering/multichannel-maturometer
(May-June)
(13-17 March,
multiple TAs).

9. 21/10/2020Proprietary and Confidential Information© Across Health9
Is the death of the fieldforce being overestimated?

10. 21/10/2020Proprietary and Confidential Information© Across Health10
Physicians are moving quickly to a new engagement model
But the role of the rep remains important…in a different way
Oct 2020
Jun 2020
Q4 2019
participants 99 participants 41 participants 38
Source: Across Health Navigator 365, 2020

11. 21/10/2020Proprietary and Confidential Information© Across Health11
The greatest danger in times of
turbulence is not the turbulence, it
is to act with yesterday’s logic.
Peter Drucker

12. 21/10/2020Proprietary and Confidential Information© Across Health12
Discover what the future of ‘Customer Engagement’ looks like by
watching the new recording & accessing the full deck available
here: across.health/event/2-years-in-2-months
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