Excelling in omnichannel engagement: how-to & industry reference cases

23/09/2019Proprietary and Confidential Information© Across Health1
Excelling in omnichannel engagement:
how-to & industry
reference cases

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Groundrules

Digirati 26% more profitable then industry peers

The metrics of agile mix planning
in pharma today

The metrics of agile mix planning in pharma today
10%
Optimizing the
channel mix can
increase revenues
by 10%.
(Source: BCG)
... of pharma staff
says they have a
robust process for
channel mix.
(Source: 2019 Across Health
Maturometer)
... of specialists are
satisfied or very
satisfied with pharma’s
digital offerings.
(Source: Across Health
Navigator 2019)
... of pharma’s sales &
marketing budget is
spent on digital, while
over 50% of HCPs
prefer a mix of
traditional and new
channels (Source: IQVIA
and the Across Health
Navigator)
…of all EU5
specialists were
approached in a
truly MCM way in
2019 (rep + email +
remote
engagement).
Navigator 2019)
10% 8% <35% 4.5% 6%
The greatest danger in times of
turbulence is not the turbulence, it
is to act with yesterday’s logic.
Peter Drucker
The metrics of agile mix planning in pharma today
10%
Optimizing the
channel mix can
increase revenues
by 10%.
(Source: BCG)
... of pharma staff
says they have a
robust process for
channel mix.
(Source: 2019 Across Health
Maturometer)
... of specialists are
satisfied or very
satisfied with pharma’s
digital offerings.
Navigator 2019)
... of pharma’s sales &
marketing budget is
spent on digital, while
over 50% of HCPs
prefer a mix of
traditional and new
channels (Source: IQVIA
and the Across Health
Navigator)
…of all EU5
specialists were
approached in a
truly MCM way in
2019 (rep + email +
remote
engagement).
Navigator 2019)
10% 8% <35% 4.5% 6%
Thegreatest danger in timesof
turbulenceisnot theturbulence, it
isto act with yesterday’slogic.
Peter Drucker

Please allocate 100 points over these potential bottlenecks for digital
in your organization (highest number = biggest hurdle)
MTM 2019 Results

The Missing Toolbox
https://www.across.health/missing-toolbox
SUBSCRIBE

Teach me how to create an omnichannel strategy?
6-step approach: strategy first, tactics later

aa
Teach me how to create an omnichannel strategy?
6-step approach: strategy first, tactics later

GP
Checkup Visit
GP
Specific Visit
Specialist
Specific Visit
Anamnesis without
Test
Anamnesis with
basic test
Anamnesis with
basic test
Anamnesis with
extended Tests
Disease
Chronic
Non-
Chronic
TC1
Disease
Refer
TC2 TC3 TC4 TC5 TC2 TC3 TC4 TC5 TC2 TC4 TC2 TC3 TC5 T2TC4 TC5
Other
disease
Disease
Mild
Inter-
mittent
SevereModerate
Other Brand
Other
disease
Other Brand Other Brand Other Brand
Anamnesis with
extended Tests
Other Brand
300 750 260
200 830 45 10 250
140
90 240
600 120
40 20 70 10
140 30 10 30 20 130 40 30 40 25 15 5 15 45 10 15
10
Total
Brand
45
Origination
Treatmentand
ClassChoice1
BrandChoice
Diagnosis
DiseaseBuyingProcess for NewPatients, (‘000 Patient Visits)
30 10 60 10 1510 10 5 5 5
TC=Treatment Class
Spotting opportunities is looking at leverage/leakage points

GPs
Specialists
Pharmacists
NursesPatients
A B
C
A B
C
C1, C2, C3
Segment & A/B shift

Source:”Healthy lifestyle community” IFRC

Step 3: What content/services to I need to inflict change?

Reference case: web content planning for
mature products

May June July Aug Sep Oct Nov Dec
InSites study
Lifestyle &
eating
needneed
Correct
information
frustr
Medication
amnesia
frustr
Stay fit
exercises
Product price
-11% €
Looking backESC congress
Hyp. brochure
Product info
“The original”
Product info
Editorial
Work-out
Product info
“Memory”
Product info
Editorial
Congress report
Product info
Recipes
Product info
KOL videos
X-mas card
Product info
Editorial
MONTHLY THEMES
ARTICULATION OF THEMES
CHANNELS
call center
email
website
banners
edetail aid
email
website
banners
ad
email
website
DM Kyp
banners
email
website
DM Cruickshank
banners
email
website
memory game
DM recipes
banners
email
website
banners
ad
email
website
Press release
email
website
call center
banners
ad
Press release
Stay fit exercises X-mas cardKOL videos

Balance between product, patient, serious & playful

EOY recipes by Michelin
star chefs in collaboration
with dietician & endorsed
by patient association

Offered as patient
support service to
HCP, by email and
online.

Recipe booklets can be ordered online

Step 4: Channels!

Evolution of the desk (1980-2014)
Source: Harvard innovation center

–FullCustomerEngagement–
Recipe
CorrectChannelsMix
DashofrightFrequency
Themeasureof yourCustomers
SomespicyContent
ApinchofContext
Asplashof3rd PartyMedia
AndahandleonwhattheCompetitionaredoing
Channels
Frequency
Customers
Content
Context
3rd Party
Competition
Omnichannel success recipe

SEAMLESS INTEGRATION FOR FULL CUSTOMER EXPERIENCE
RIGHT
CONTEXT
RIGHT
CONTENT
STEP 1
COMPETITOR
BENCHMARK
RIGHT
CHANNELS
RIGHT
CUSTOMER
RIGHT
FREQUENCY
RIGHT
3rd PARTY
MEDIA
STEP 2 STEP 3 STEP 4
SIGNATURE
CUSTOMER
EXPERIENCE
NEW
Compass to omnichannel success

Picking the right channel...

A Multichannel Equivalent (MCQ)
= a combination of multichannel interactions with a target customer that equals the impact of “the gold standard in
pharma”, ie, 1 rep visit or an MSL visit.
...made easy!

In order to excel...you need to benchmark!
HCPs exposed to the channel were asked to distribute 100 points to no more than 3 companies.Channel score = total points scored over
maximumpossible points (i.e. #HCPs x100 points). See metrics section for more details.
Platinum

• Loss of exclusivity for a major brand in the oral
contraceptive segment
• Target group Obstetrician-Gynaecologists (ObGyns) in
Germany
• 60% reduction of fieldforce to reduce promotional cost
and manage P&L
• Ambition to maintain market share despite significant
reduction of F2F promotion
• Orchestration of an MCM campaign to substitute for the
lost F2F visits by increasing the reach and frequency of
brand communications and building a deeper engagement
with target customers
• Focus of the campaign on leveraging cost-effective
channels with multiple customer touchpoints and high-
quality content to drive customer behavioural change
How to define and execute a high-impact MCM campaign to
substitute for the loss of 60% F2F promotional efforts and
maintain sales of impacted brand?
• Channel mix selection was done based on the Navigator
data for Gynaecologists in Germany
• Campaign flow was developed across seven content waves
• Generation of customer consent by leveraging eRep
promo call
• Each channel included link to landing page that provided
access to high-quality content for physicians
• Each wave focused on specific scientific communication
building blocks
• KPIs/metrics were set up to monitor customer acquisition,
engagement and conversion
• Continued campaign optimization was done based on
insights gained from the KPI dashboard
Despite the 60% sales force reduction and a maturing
market with generic competition, an increase in brand
awareness and stable product sales were achieved with a
significantly lower promotional cost.
Client case 1
Case Study 1: Development and orchestration of an MCM campaign
to substitute F2F interactions
Context
Business challenge
Approach
Business Impact

What’s next?

Step 5: Prioritization & planning

Trial and error?

Set ambition, simulate impact, plan & deploy
Data-driven, self-service omnichannel planning for life sciences
✓ Leverage your Omnichannel
NavigatorTM data
✓ Quantify your campaign plans in terms
of MCQ and budget
✓ In line with the Across Health campaign
planning methodology
✓ Single instance - growth platform
✓ Frequent product releases
✓ Tiered set-up: Single country | EU5 +
(regional) HQ| Global +HQ
Turn strategic omnichannel thinking into practical campaign planning
C L O U D
NavigatorTM
D A T A

Adjust segmentation,audience size,
channel reach and cost per channel
instance
Apply content/contexttagging to
identify and categorize your
initiatives
Keep track of your MCQ target &
budget spending

Case Study 2: Development and orchestration
of an MCM campaign to substitute F2F interactions
Context
• Discontinuation of sales forces in selected GP segments
for 2 mature, yet on-patent, brands in Germany
• Due to stop of F2F promotion 70k rep visits had been
lost and needed to be replaced by digital only
• Design & execution of an MCM campaign to reach similar
MCQs (weighted multichannel interactions)
• Focus on 10k GP prescribers
• Improvement of brand engagement across customers
Business challenge
How to define and execute a high impact MCM campaign to
substitute for the loss of 70k rep visits and maintain sales
of impacted brands?
Approach
• A channel mix capable of compensating the loss of 70k
visits was designed based on the unique Navigator data
and the MCQ concept
• The MCQ concept enables to compare “apples with
apples”, ie add up different channels based on their impact
vs the rep standard
• Over 100k multichannel interactions were planned to
achieve the 70K MCQs that were needed
• A message journey was defined based on brand
imperatives
• Content building blocks were prepared
• Across Health orchestrated the full campaign including
continuous optimization based on real-time insights
• A comprehensive dashboard solution was designed to
track the execution and success of the campaign
Business Impact
Both brands performed 20% and 13% better than expected
sales respectively and also outperformed F2F-only group --
at a cost ofonly 20% of a full dedicated rep effort.
Client case 2

Step 6: KPI framework & impact measurement

Leading versus lagging indicators

KPI measurement framework

WEBSITE ANALYTICS
CHANNEL ANALYTICS
The very basics

Behavioral objectives
(Visitor Engagement Approach)
Engagement per channel
The next level

Challenge:
1) Patients with moderate to severe psoriasis were visiting their GP rather than a
specialist to discuss treatment
2) GPs had only limited awareness of the full set of treatment options available to
patients with moderate to severe psoriasis
3) Specialists are considered to be the go-to person for patients
Tactic: A patient disease website
1) A disease website for patients to learn more about the different treatment options
2) Guiding patients to specialists rather than GPs in case of uncertainty of being on
the right treatment
Case study: Web engagement of psoriasis patients

The visitor engagement dimension
8%
41%
32%
19%
9%
32%
40%
19%
Go to a dermatologist and discuss the treatment option I picked in
the previous question
Go to my GP and discuss the treatment option I picked in the
previous question
Learn more about the treatment option I picked in the previous
question
Nothing, I'm convinced that I already have the best treatment
option for me
Did not interact with key pages Did interact with key pages
Opposite outcome?!
No impact
Question asked to those who are in the target group of patients (severe psoriasis)
n=76 n=83

Evaluation of key content & conversion pages
• Is our key message visible enough?
• Did we explain well what is the importance of talking to a specialist?
• Are we providing too little or too much information on our key pages?
Evaluation outcome:
The key messages were present on the target pages, however they
were not prominently present/visible. The page containing this key
message was lenghty, providing too much information.
Adjustments to the website were made to make the message more
visible, and the survey was launched a second time on the website
to reassess the content’s effectiveness.

Tweeking and re-evaluating
19%
27%
34%
20%
8%
37%
33%
22%
Go to a dermatologist and discuss the treatment option I picked in
the previous question
Go to a my doctor and discuss the treatment option I picked in the
previous question
Learn more about the treatment option I picked in the previous
question
Nothing, I'm convinced that I already have the best treatment
option for me
Did not interact with key pages Did interact with key pages
Indication of positive impact on
mindset
Question asked to those who are in the target group of patients (severe psoriasis)
n=67 n=91

Multichannel campaign Scoring algorithm NEXT BEST VISIT
+ =
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
Case study: synergizing effect of integrated MC
approach for a growth product (Med tech)

What does it look like?

Results
OBJECTIVE 2: Establishing the business case for MC promotion
13%
30%
10%
0% 5% 10% 15% 20% 25% 30% 35%
Referral uptake (+%) by type of promotion
MCM only
MCM + REP
REP only

Placeholder slide
https://www.across.health/offering/omnichannel-plannerhttps://www.across.health/offering/navigator
https://www.across.health/offering/multichannel-maturometer https://www.across.health/missing-toolbox

Thank you!
If you have further questions or would like to
have more information about certain topics,
please contact Jan Keuppens

Excelling in omnichannel engagement: how-to & industry reference cases

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Excelling in omnichannel engagement: how-to & industry reference cases