1. TOP 5 MCM TRENDS IN CHINA,
EMERGING MARKETS, AND JAPAN
Budget Allocation & Channel Preference Trends of Pharma Marketers
Across China, Emerging Markets, and Japan
© 2014 Indegene. All rights reserved.
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2. DISCLAIMER AND TERMS OF USE
• All findings, inferences, and data shared in this report are solely the views of the respondents and may, or may not
represent the views of their organizations. Indegene bears no liability in any capacity to the authenticity, accuracy, or
completeness of the information shared.
• Indegene has in no way modified or influenced the results presented in this report, which contains information in
summary form and is therefore intended for general guidance only. It is not intended to be a substitute for detailed
research or the exercise of professional judgment. Indegene, its subsidiaries, or members are not liable for any loss
occasioned to any person acting or refraining from acting as a result of any material in this publication.
• If you intend to reuse, copy, reproduce any content in the report in any form, due credit has to be given to Indegene by
mentioning “Source: Indegene, 2014” as the source of information for all reproductions.
• To reproduce, copy, or use any or all parts of this report for commercial, non-commercial, or academic purposes, express
written permission must be sought by writing to marketing.global@indegene.com.
© 2014 Indegene. All rights reserved. | 1TOP 5 MCM TRENDS IN CHINA, EMERGING MARKETS, AND JAPAN

3. RESEARCH SCOPE
95+ respondents, directors,
brand managers, and
multichannel marketing (MCM)
teams, from top 30 life sciences
companies across markets
participated in the first-ever
Indegene Pharma Marketing
Survey 2014.
*Rest of Asia (ROA) = India, Malaysia, Indonesia
*MET= Middle East + Turkey
This report summarizes key trends
that are happening in the
multichannel landscape of life
sciences companies pertaining to
adoption of different digital channels
for engagement of health care
professionals (HCPs) across China,
Emerging Markets, and Japan
FUNCTIONAL MIX
29%
Senior
Leadership
Brand Management
and Medical Affairs
52%19%
Digital, IT, and
Commercial Excellence
GEOGRAPHY MIX
Latin
America
5%
China
28%
Japan
10% 45%
Australia +
*Rest of Asia
*MET
12%
© 2014 Indegene. All rights reserved. | 2TOP 5 MCM TRENDS IN CHINA, EMERGING MARKETS, AND JAPAN

4. EXECUTIVE SUMMARY
→ Digital spends of life sciences companies have increased across the region, with the highest digital budget allocation in
MET, Latin America (LatAm), and Japan.
→ The most preferred channels are KOL webinars, HCP portals, and e-mail marketing. In China, WeChat is one of the most
preferred and used channels for HCP engagement.
→ For companies with budgets <10%, 7 out of every 10 dollars is spent on e-mail marketing.
→ Most of the respondents prefer e-mails as a tactic to provide value-added services to HCPs.
→ FMCG/OTC, devices, and diagnostic companies are exploring uncovered markets by deploying MCM tactics. The most
preferred MCM tactics to reach these markets are HCP portals, e-mails, and third-party Web sites.
→ Most of the respondents believe that demonstrating ROI and integration with existing systems are the main barriers for
deploying MCM programs.
© 2014 Indegene. All rights reserved. | 3TOP 5 MCM TRENDS IN CHINA, EMERGING MARKETS, AND JAPAN

5. © 2014 Indegene. All rights reserved.
This section highlights
allocation of spends toward digital
initiatives from overall marketing
budgets
BUDGET ALLOCATION TRENDS
1.
→ Overall Digital Spend Allocation
→ Geographic Digital Spend Magnitude
+

6. © 2014 Indegene. All rights reserved. | 6TOP 5 MCM TRENDS IN CHINA, EMERGING MARKETS, AND JAPAN
18%
<10%
28%
≈10%-15%
54%
≈15%-25%
Overall Digital
Spend Allocation
Across Markets
Pharma marketer responses on
percentage of marketing budgets
allocated for digital spend
respondents,
of marketing budget is
being allocated to
digital initiatives
As per
1 in 2
≈15%-25%
BUDGET ALLOCATION TRENDS

7. © 2014 Indegene. All rights reserved. | 7TOP 5 MCM TRENDS IN CHINA, EMERGING MARKETS, AND JAPAN
BUDGET ALLOCATION TRENDS
LatAm: 7.5
China: 9.2
Australia and ROA: 14.6
Japan: 16.5
MET: 17.5
6.0
7.0
8.0
9.0
10.0
11.0
12.0
13.0
14.0
15.0
16.0
17.0
18.0
19.0
0 1 2 3 4 5 6
%Budget
Regions
Geographic Digital
Spend Magnitude
Region-wise percentage digital
spend allocation of marketing
budgets
Our market experience is
aligned with research findings
wherein MET region has
increased digital spend
significantly in the past
2 years

8. © 2014 Indegene. All rights reserved.
CHANNEL PREFERENCE
2.
→ Overall Channel Preference
→ Region-wise Channel Adoption
→ Company-wise Channel Preference
→ Budget Allocation to Different Channels Based on Overall Digital Spend
This section highlights channel
preferences of pharma marketers
among listed digital tactics including
KOL Webinars, HCP Portals, E-mails,
Self-detailing, Short Messaging/Texting,
and Tele-detailing
+

9. © 2014 Indegene. All rights reserved. | 10TOP 5 MCM TRENDS IN CHINA, EMERGING MARKETS, AND JAPAN
Overall Channel
Preference
Pharma marketers’ response on
channel preference for HCP
digital engagement
CHANNEL PREFERENCE
E-mails
16%
HCP
Portals
19%
Self-
detailing
15%
Tele-
detailing
12%
Short Messaging/
Texting
13%
KOL
Webinars
24%
KOL Webinars HCP Portals
emerge as the
dominant digital tactics
E-mails

10. © 2014 Indegene. All rights reserved. | 11TOP 5 MCM TRENDS IN CHINA, EMERGING MARKETS, AND JAPAN
CHANNEL PREFERENCE
Region-wise Channel Adoption
18%
Japan
MET
ROA & Australia
China
Latin America
9%
11%
11%
17%
ShortMessaging/TextingE-mails
18%
18%
17%
12%
Japan
MET
ROA & Australia
China
Latin America
16%
Tele-detailing
18%
12%
12%
11%
11%
Japan
MET
ROA & Australia
China
Latin America
Self-detailing
17%
Japan
MET
ROA & Australia
China
Latin America
14%
14%
15%
19%
HCPPortals
19%
19%
MET
22%
ROA & Australia
18%
Japan
China
13%
Latin America
KOLWebinars
Japan
MET
ROA & Australia
China
Latin America
26%
23%
20%
25%
24%
KOL Webinar
Preferred by
respondents
1 in 4
E-mails
Preferred by
respondents in
Australia and ROA; and Japan
1 in 5

11. © 2014 Indegene. All rights reserved. | 12TOP 5 MCM TRENDS IN CHINA, EMERGING MARKETS, AND JAPAN
CHANNEL PREFERENCE
Budget Allocation
to Different
Channels Based on
Overall Digital
Spend
Ahead of the Curve (≈15%-25% Budget)
20.0%
28.6%
32.1%
33.3%
38.6%
42.9%
48.0%
KOL Webinars
Self-detailing
HCP Portals
Short Messaging/Texting
Tele-detailing
E-mails
Third-party Web sites
Almost
5 in every 10 dollars
spent on third-party Web sites
by pharma marketers
that are Ahead of the Curve

12. © 2014 Indegene. All rights reserved. | 13TOP 5 MCM TRENDS IN CHINA, EMERGING MARKETS, AND JAPAN
CHANNEL PREFERENCE
Laggards (≈<10%)
Fence Sitters (≈10%-15%)
28.6%
KOL Webinars
43.2%Self-detailing
55.6%HCP Portals
39.6%Short Messaging/Texting
42.9%
Tele-detailing
73.3%
E-mails
44.0%
Third-party Web site
28.6%
KOL Webinars
18.2% Self-detailing
11.1% HCP Portals
28.3% Short Messaging/Texting
28.6%
Tele-detailing
6.7%
E-mails
8.0%
Third-party Web site
Budget Allocation
to Different
Channels Based on
Overall Digital
Spend
is spent on E-mail marketing
<10%
For those allocating
to digital spend of the
overall marketing budget,
almost 7 in every 10 dollars

13. © 2014 Indegene. All rights reserved.
3.
SHARED SERVICES ENTERPRISE
APPROACH TO DIGITAL ADOPTION
→ Organizational Preference for Implementation of Channels Across Markets
→ Organizational Preference for Implementation of Channels in China
This section highlights channel preferences of
pharma marketers to implement listed digital
tactics among KOL Webinars, HCP Portals, E-mails,
Self-detailing, Short Messaging/Texting, and
Tele-detailing through single-brand approach or
shared services approach
+

14. © 2014 Indegene. All rights reserved. | 16TOP 5 MCM TRENDS IN CHINA, EMERGING MARKETS, AND JAPAN
Organizational
Preference for
Implementation of
Channels Across
Markets
Showcasing preference of pharma
marketers between singleibrand
and enterprise approach
SHARED SERVICES ENTERPRISE APPROACH TO DIGITAL ADOPTION
Respondents
Channels
Single-Brand Approach Shared Services Model
51% 49%
Recruitment to Webinars/Other HCP Engagement Activities
49% 51%
Self-detailing
51% 49%
HCP Portals
52% 48%
E-mails
64% 36%
Tele-detailing
43% 57%
Multichannel Sampling
respondents considers
multichannel sampling the
best way to implement
multichannel tactics
at an enterprise level
Around
1 in 2

15. © 2014 Indegene. All rights reserved. | 17TOP 5 MCM TRENDS IN CHINA, EMERGING MARKETS, AND JAPAN
SHARED SERVICES ENTERPRISE APPROACH TO DIGITAL ADOPTION
Single-Brand Approach Shared Services Model
46%54%
Self-detailing
46%54%
HCP Portals
50%50%
E-mails
42%58%
Recruitment to Webinars/Other HCP Engagement Activities
27%73%
Tele-detailing
Organizational
Preference for
Implementation of
Channels in China
Preferred by almost
respondents to be
executed at an
enterprise level
1 in 2
HCP PortalsE-mails

16. © 2014 Indegene. All rights reserved.
4.
This section highlights the top 4
digital channels that were preferred by
pharma marketers to provide
value-added services to HCPs and for
brand promotion-related material
VALUE-ADDED SERVICES
VS PROMOTION
→ Overall Channel Usage Trends
+

17. © 2014 Indegene. All rights reserved. | 20TOP 5 MCM TRENDS IN CHINA, EMERGING MARKETS, AND JAPAN
Overall Channel
Usage Trends
Comparison chart between the
channel preference to share
value-added services or
promotional information based
on the inputs of the respondents
Tele-detailing29%
Self-detailing39%
HCP Portals51%
E-mails52%
Channels
Channel Preference
for Value-Added Services
E-mails16%
Self-detailing15%
HCP Portals19%
KOL Webinars24%
Channels
Channel Preference
for Brand Promotion
VALUE-ADDED SERVICES VS PROMOTION
Respondents prefer
E-mail campaign
for value-added services
than using them for
sharing content pertaining
to brand promotion

18. © 2014 Indegene. All rights reserved.
5.
CHALLENGES
This section highlights
challenges that pharma marketers
consider obstacles in implementing
MCM programs
→ Challenges to Implement MCM Programs
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19. © 2014 Indegene. All rights reserved. | 24TOP 5 MCM TRENDS IN CHINA, EMERGING MARKETS, AND JAPAN
Challenges to
Implement MCM
Programs
KPIs for digital programs have to
be rethought and strategically
structured to evolve over a
period of time rather than
comparing it with traditional
channel mix
CHALLENGES
consider demonstrating ROI
is a major barrier while
deploying digital marketing
program
7 in 10
70%
Ability to
Demonstrate
ROI
62%
Integration
With Existing
Systems
54%
Low Response
Rates
From HCPs
40%
Initial
Setup
Costs
32%
Resistance
From the
Sales Team
13%Others

20. About Indegene Multichannel Practice
Indegene is a leader in delivering customer engagement solutions to the life
sciences industry in several major markets across the globe. It partners with
brand/product marketing, sales, service, and medical functions to advance their
capabilities to engage HCPs in multiple traditional and novel channels of
communication. Such capabilities have proven to improve reach and frequency,
increase customer access, augment sales, enhance marketing campaigns, and
achieve higher proximity for medical and customer service teams. These initiatives
are enabling the biopharmaceutical industry to evolve new commercial and
customer engagement models, in an environment where customer access is
changing fundamentally while customers expect content and services to be
available in all possible live, remote, and digital channels.
mcm.indegene.com
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