2011EMEA digital marketing survey for life sciences
Across HealthManaging Partner
May 3, 2011 Across Health digital Survey EMEA 2011 2
Fonny Schenck
Managing Partner, Across Group
CEO, Across Health
For several years now, Across Health has been running a unique digital landscape survey among life sciences leaders. This year‟s edition reached a record amount of respondents and gives you a 360°view on the status, challenges and future of “The New Normal”, aka digital, in life sciences.
I‟m convinced you‟ll find these results inspiring and trust they will help you reach the next level…
Thanks again for your participation and enjoy the hot-off-the press findings!
Executive summary
May 3, 2011 3Across Health digital Survey EMEA 2011
Table of contents
• Executive summary
• Key survey statistics
• The digital landscape: as-is situation• eBiz satisfaction
• Benchmark against competitors and other industries
• Most common eTactics
• Key challenges• Bottlenecks
• Digital understanding & processes
• ROI measurement
• The future of digital in life sciences• Digital integration & budgets
• Trends in eTool adoption & new stakeholders
• CRM minisurvey
May 3, 2011 Across Health digital Survey EMEA 2011 4
Executive summary
“It‟s not about being
digital anymore, it‟s
now about being
clever with digital.”
Peter Hinssen
Digital survey EMEA 2011
• Digital satisfaction is still very low
• Digital activities continue to be fragmented and
stand-alone
• Regulatory/legal issues and lack of digital
strategy remain the 2 key bottlenecks for success
• Lack of internal knowledge is moving up quickly as
a hurdle, while ROI questions are losing importance
• Digital budgets continue to be low, and the rate of
growth is only marginal
• eMarketing, eMedical and eSales are the top value
generators
• CRM is gradually being embraced by the business,
but it will be a long and winding road...
May 3, 2011 Across Health digital Survey EMEA 2011 5
Key statistics
May 3, 2011 6Across Health digital Survey EMEA 2011
Table of contents
• Executive summary
• Key survey statistics
• The digital landscape: as-is situation• eBiz satisfaction
• Benchmark against competitors and other industries
• Most common eTactics
• Key challenges• Bottlenecks
• Digital understanding & processes
• ROI measurement
• The future of digital in life sciences• Digital integration & budgets
• Trends in eTool adoption & new stakeholders
• CRM minisurvey
May 3, 2011 Across Health digital Survey EMEA 2011 7
Key stats
at a glance
• 196 respondents from EMEA life
sciences companies completed the
online survey between Feb – Mar 2011
• Industry spread
Pharma, biotech, generics companies, medical
devices
• Functional spread
Marketing, medical, sales, digital, IT, CRM,
other
• Geographic spread
Across EMEA
• Local vs international spread
Global, regional/EMEA, local
May 3, 2011 Across Health digital Survey EMEA 2011 8
Most respondents from traditional pharma
0,5%
2%
5%
6%
87%
OTC company
Generics company
Biotechnology company
Medical devices company
Pharmaceutical company
May 3, 2011 Across Health digital Survey EMEA 2011 9
Participant
profile
• Good representation of all levels,
with exception of the most senior
functions
• Predominantly top-10 company
stakeholders joined the survey
Local
43%
EMEA/ International
23%
Global
34%
Leading
company 60%
Medium-
sized company
26%
Small
company 13%
Start-up
company 1%
Reporting to manager
21%
Manager49%
Director26%
VP or higher
4%
May 3, 2011 Across Health digital Survey EMEA 2011 10
Functional
spread
• Marketing and digital represent
65% of all answers
• 3 major segments can be defined:
• Sales, Marketing and Medical
• eBiz
• CRM, IT
May 3, 2011 Across Health digital Survey EMEA 2011 11
Marketing
44%
Medical
3%
Sales
8%
eBusiness/
Digital21%
CRM
5%
IT
9%
Other
11%
Current adoption
May 3, 2011 12Across Health digital Survey EMEA 2011
Table of contents
• Executive summary
• Key survey statistics
• The digital landscape: as-is situation
• eBiz satisfaction
• Benchmark against competitors and other industries
• Most common eTactics
• Key challenges• Bottlenecks
• Digital understanding & processes
• ROI measurement
• The future of digital in life sciences• Digital integration & budgets
• Trends in eTool adoption & new stakeholders
• CRM minisurvey
May 3, 2011 Across Health digital Survey EMEA 2011 13
Executive summaryCurrent adoption of digital
• Satisfaction with digital is still very low
• The sentiment around activities towards
HCPs goes down, while digital patient
programmes are inching up, so that both
reach around 15% satisfaction
• The gap with other industries is huge and is
only hesitantly being closed
• Most investments in the eTool mix still go to
“websites”, and particularly the
product/disease/company site triangle...
• But several new tools, like mobile marketing
and tablet eDetailing are rising fast
May 3, 2011 Across Health digital Survey EMEA 2011 14
“The great thing in the world is not so much where we stand, as in what direction we are moving.”
Oliver W. Holmes
Only 12% are satisfied with their current digital activities …
May 3, 2011 Across Health digital Survey EMEA 2011 15
On a scale from 0 to 5, how satisfied are you with your current digital activities?
2%
18%
34% 34%
11%
1%
Total EMEA
0 1 2 3 4 5
Extremely
Satisfied
Extremely
DissatisfiedAverage
score 2,4
... and satisfaction has not changed much compared to last year
May 3, 2011 Across Health digital Survey EMEA 2011 16
On a scale from 0 to 5, how satisfied are you with your current digital activities?
Extremely
Dissatisfied
5%
4%
24%
18%
18%
26%
34%
34%
35%
32%
34%
8%
10%
11%
0% 20% 40% 60% 80% 100%
2009
2010
2011
0 1 2 3 4 5 Extremely
Satisfied
7%
13%
26%
39%
13%
2%
No opinion Far behind Behind Average Ahead Far ahead
15% feel they are ahead in using digital towards healthcare
professionals
How would you rank your company versus your competitors in using digital marketing
initiatives targeted at healthcare professionals?
15%
May 3, 2011 Across Health digital Survey EMEA 2011 17
HCPs
The 2011 overall sentiment strengthens the negative trend of 2010
How would you rank your company versus your competitors in using digital marketing
initiatives targeted at healthcare professionals?
25%
17%13%
1% 2% 2%
0%
10%
20%
30%
40%
50%
2009 2010 2011
No opinion Far behind Behind Average Ahead Far ahead
26%
19%
15%
May 3, 2011 Across Health digital Survey EMEA 2011 18
HCPs
In terms of digital consumer/patient activities, 17% feel they are
ahead
May 3, 2011 Across Health digital Survey EMEA 2011 19
How would you rank your company versus your competitors in using digital marketing
initiatives targeted at consumers/patients?
7%
13%
33%30%
15%
2%
No opinion Far behind Behind Average Ahead Far ahead
17%
Patients
... and the number has been increasing year by year ...
May 3, 2011 Across Health digital Survey EMEA 2011 20
How would you rank your company versus your competitors in using digital marketing
initiatives targeted at consumers/patients?
3%4%
7%
23%
14% 13%
32%
36%
33%32% 31% 30%
8%
13%15%
1% 2% 2%
0%
10%
20%
30%
40%
2009 2010 2011
No opinion Far behind Behind Average Ahead Far ahead
9%
15%17%
Patients
… reaching similar scores for consumers/patients as for HCP
activities in 2011
May 3, 2011 Across Health digital Survey EMEA 2011 21
How would you rank your company versus your competitors in using digital marketing
initiatives targeted at consumers/patients? (% ahead + % far ahead)
26%
19%
15%
9%
15%17%
0%
20%
40%
2009 2010 2011
HCP Consumer
How would you rank your company versus leading other industries
in optimally leveraging the internet?
67% of the participants feel they are behind in leveraging the
internet when comparing with other industries
May 3, 2011 Across Health digital Survey EMEA 2011 22
Digital vs other industries
3%
31%
36%
17%
12%
1%
No opinion Far behind Behind Average Ahead Far ahead
67%
4% 3% 3%
33%31% 31%
33%
41%
36%
24%
15%17%
6%8%
12%
0% 1% 1%0%
10%
20%
30%
40%
50%
2009 2010 2011
No opinion Far behind Behind Average Ahead Far ahead
How would you rank your company versus leading other industries
in optimally leveraging the internet?
But, although very limited, the positive feeling is increasing year by
year…while the “far behind” group stays stable, hinting at a market with 2
dynamics: the leaders are ramping up fast, while the laggards stay behind?
May 3, 2011 Across Health digital Survey EMEA 2011 23
6%9%
13%
Digital vs other industries
Digital Strategyin the New Normal
Across Health digital Survey EMEA 2011 24
Peter Hinssen
Managing Partner, Across Health
For more information on Peter’s recent book “The
New Normal”, click to neonormal.com.
Once we cross over into the times where digital is the New Normal, the way we interact with our customers will change completely. The worst mistake you could make is to take your existing analog interaction patterns with customers and transfer them to the web. Don‟t transfer, but re-think. It‟s all about intelligence. It‟s all about the contact, it‟s all about “you”.
As the master of marketing, Philip Kotler, once said: “Marketing takes a day to learn. Unfortunately it takes a lifetime to master.” You‟ve got a couple years, max.
May 3, 2011
8%
9%
12%
12%
13%
15%
28%
33%
34%
34%
35%
36%
39%
44%
44%
45%
50%
54%
65%
67%
83%
23%
44%
31%
27%
31%
34%
26%
39%
23%
32%
19%
29%
24%
24%
29%
21%
24%
24%
16%
17%
10%
59%
45%
52%
55%
53%
44%
37%
23%
33%
31%
40%
30%
27%
24%
21%
29%
22%
17%
16%
13%
5%
10%
3%
6%
7%
3%
6%
9%
5%
11%
4%
6%
5%
10%
7%
6%
5%
4%
5%
3%
2%
2%
eMSL
Mobile marketing
eRep
Online advisory board
Social media
Online eDetailing
eCME
Tablet eDetailing
SEA
OnlineMedEd
Online slide library
HCP self-service portal
SEO
Web banners
Online market research
Web analytics
Web conference
eMail marketing
Disease website
Product website
Company website
Often / Standard practice (3&4) Pilot planned or ongoing (2)
Never (1) Do not know (0)
Similar to the previous years, most respondents still think about “a website”,
when asked about digital tools… but web conferencing is moving up fast and
relatively new tools like mobile & tablet detailing are intensely being piloted
May 3, 2011 Across Health digital Survey EMEA 2011 25
Search engine marketing:US vs Europe
May 3, 2011 Across Health digital Survey EMEA 2011 26
Craig Parnell
Managing Partner, North America
Search engine advertising (SEA) is a key component of the marketing mix in the United States, also in life sciences. In Europe, this high-impact tactic is used much less often... It has been in the lower half of key tactics for 3 years in a row and surprisingly seems to drop even further this year... High time for marketers and their digital consultancy or agency to explore this option more fully... if you build it, they will NOT come!
No significant changes in experience between 2010 and 2011,
except for tablet detailing ...
May 3, 2011 Across Health digital Survey EMEA 2011 27
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Often / Standard Practice
2010 2011
… while mobile marketing and tablet detailing are being piloted
even more intensively than in 2010, next to Online MedEd and eMSL
May 3, 2011 Across Health digital Survey EMEA 2011 28
0%
10%
20%
30%
40%
50%
Pilot Planned or Ongoing
2010 2011
eRep and eMSLin the mix
May 3, 2011 Across Health digital Survey EMEA 2011 29
Beverly Smet
Managing Director, Belgium
More and more often, HCPs don‟t have enough time for a decent visit by a sales rep or medical advisor. This endangers the main channel through which life sciences companies currently communicate with their customers.
Through the internet, an innovative and convenient alternative way emerges for reps and MSLs to connect with their doctors. A webcall is not only more flexible: the overall attention span and thus message recall is also higher.
Key challenges
May 3, 2011 30Across Health digital Survey EMEA 2011
Table of contents
• Executive summary
• Key survey statistics
• The digital landscape: as-is situation
• eBiz satisfaction
• Benchmark against competitors and other industries
• Most common eTactics
• Key challenges
• Bottlenecks
• Digital understanding & processes
• ROI measurement
• The future of digital in life sciences• Digital integration & budgets
• Trends in eTool adoption & new stakeholders
• CRM minisurvey
May 3, 2011 Across Health digital Survey EMEA 2011 31
Executive summary
“When you're
finished changing,
you're finished.”
Benjamin Franklin
Key challenges
• Introducing digital is still very challenging
• Regulatory or legal issues and lack of digital
strategy are still the main issues. ROI stills holds
the 3rd spot, but is gradually losing in
importance...
• Interestingly, lack of internal knowledge is
quickly moving up, while also lack of internal
staff to support digital is moving up slightly
• These results may reflect a more widespread
adoption of digital, leading to the realization that
the internal organization is not ready, pointing to a
need for an integrated approach in digital training.
May 3, 2011 Across Health digital Survey EMEA 2011 32
53% find it challenging to extremely challenging to adopt digital
May 3, 2011 Across Health digital Survey EMEA 2011 33
1%
6%
14%
27%
44%
9%
0 1 2 3 4 5
Not at all
challengingExtremely
challenging
On a scale from 0 to 5, how challenging is it to adopt digital activities in your organization?
… and this stays at a quite constant level in time
May 3, 2011 Across Health digital Survey EMEA 2011 34
On a scale from 0 to 5, how challenging is it to adopt digital activities in your organization?
Avg score
3,2
3,3
2%
7%
6%
17%
19%
14%
32%
22%
27%
35%
39%
44%
14%
11%
9%
0% 20% 40% 60% 80% 100%
2009
2010
2011
0 1 2 3 4 5
3,4
Not at all
challengingExtremely
challenging
Setting up thedigital organization
May 3, 2011 Across Health digital Survey EMEA 2011 35
Ruud Kooi
Chief Operations Officer
There are no silver bullets in adjusting an organization to the digital age. It requires the right knowledge and the right mindset. It needs setting up new business and technology processes. A good integration of channels in marketing/sales activities is essential, and only a correct measurement of the results enables us to generate valuable learning insights.
Think long term, act short term!
Regulatory issues, strategies and ROI questions are the three
main bottlenecks for digital within organizations
May 3, 2011 Across Health digital Survey EMEA 2011 36
2%
4%
5%
2%
3%
4%
5%
8%
8%
12%
19%
28%
2%
2%
4%
3%
4%
7%
5%
6%
14%
11%
13%
12%
17%
3%
3%
4%
3%
7%
6%
11%
10%
6%
11%
11%
14%
11%
0% 10% 20% 30% 40% 50% 60%
No expert agencies with pharma background …
Other (please specify)
Customers are not ready
No senior management support
No budget
Pharmacovigilance issues (adverse event …
N/A
No headcount to support this
Healthcare compliance concerns
Not enough internal knowledge in this area
ROI questions
No clear eBusiness strategy
Regulatory or legal issues
Most important Second most important Third most important
While some structural bottlenecks are losing importance, lack of
internal knowledge is quickly moving up
May 3, 2011 Across Health digital Survey EMEA 2011 37
2%
8%
9%
12%
17%
18%
18%
18%
24%
25%
41%
45%
63%
5%
7%
11%
16%
20%
13%
11%
20%
28%
30%
36%
45%
57%
0% 10% 20% 30% 40% 50% 60% 70%
No expert agencies with pharma background available
Other
Customers are not ready
Pharmacovigilance issues
N/A
No budget
No senior management support
No headcount to support this
Healthcare compliance concerns
Not enough internal knowledge in this area
ROI questions
No clear eBusiness strategy
Regulatory or legal issues
2011
2010
Barriers todigital adoption
May 3, 2011 Across Health digital Survey EMEA 2011 38
Hans-Fredrik Gustafsson
Director, France
Digital adoption is an organization-wide process. Not only marketing and sales are changing the way they operate, but also regulatory and legal have to adapt.
Defining a well-rounded and comprehensive digital strategy linked to the business objectives, as well as building the right competences and setting up specific processes are essential steps towards moving to the “New Normal”, and being clever with digital (v.s. just “being there”).
68% feels NOT having sufficient knowledge about digital
Do you feel that you have sufficient knowledge of all opportunities offered by the internet for
your business activities?
May 3, 2011 Across Health digital Survey EMEA 2011 39
Internal knowledge
2%
24%
42%
21%
10%
Totally insufficient Insufficient
Between sufficient and insufficient Sufficient
More than sufficient (expert)
68%
The need for more internal knowledge increased dramatically in
the past year
Do you feel that you have sufficient knowledge of all opportunities offered by the internet for
your business activities?
May 3, 2011 Across Health digital Survey EMEA 2011 40
Internal knowledge
4%
4%
2%
24%
20%
24%
27%
31%
42%
31%
34%
21%
14%
10%
10%
0% 20% 40% 60% 80% 100%
2009
2010
2011
Totally insufficient Insufficient
Between sufficient and insufficient Sufficient
More than sufficient (expert)
There is still quite some room to improve knowledge sharing
Are there any formal processes to share the information about digital strategies within your
company?
May 3, 2011 Across Health digital Survey EMEA 2011 41
Knowledge sharing
Do not know11%
No, it is not required
7%
No, but should be in
place37%
Yes45%
This did not significantly change in the past years
Are there any formal processes to share the information about digital strategies within your
company?
May 3, 2011 Across Health digital Survey EMEA 2011 42
Knowledge sharing
8%
11%
9%
6%
7%
43%
47%
37%
48%
39%
45%
0% 20% 40% 60% 80% 100%
2009
2010
2011
Do not know No, it is not required No, but should be in place Yes
Although ROI is a major hurdle, 77% of respondents do measure it
sometimes or always
Do you measure the impact of your digital activities?
May 3, 2011 Across Health digital Survey EMEA 2011 43
ROI
77%
4% 6%
14%
47%
30%
Never - not relevant Never - would love to, but do not know how
Rarely Sometimes
Always
3% 4%2%6%
13% 14%
48% 47%
34%30%
2010 2011
Never - not relevant
Never - would love to, but do not know how
Rarely
Sometimes
Always
Which also did not significantly change compared to last year
Do you measure the impact of your digital activities?
May 3, 2011 Across Health digital Survey EMEA 2011 44
KPI measurementand analytics
May 3, 2011 Across Health digital Survey EMEA 2011 45
Edwin de Fouw
Managing Director, The Netherlands
Most often the metrics used for digital projects
stay very standard: views, clicks, average
time on a page, .. These are some perfect
metrics for improving a website, but don‟t
necessarily reflect its success.
One needs to go back to the business goals
of the project to establish the right KPIs and
then look for a way to (approximately)
measure this.
HITS : How Idiots Track Success.
The future of digitalIn Life Sciences
May 3, 2011 46Across Health digital Survey EMEA 2011
Table of contents
• Executive summary
• Key survey statistics
• The digital landscape: as-is situation
• eBiz satisfaction
• Benchmark against competitors and other industries
• Most common eTactics
• Key challenges
• Bottlenecks
• Digital understanding & processes
• ROI measurement
• The future of digital in life sciences
• Digital integration & budgets
• Trends in eTool adoption & new stakeholders
• CRM minisurvey
May 3, 2011 Across Health digital Survey EMEA 2011 47
Executive summary
“My interest is in the
future because I am
going to spend the
rest of my life there.”
Charles F. Kettering
The future of digital
in Life Sciences
• Digital opportunities are now being included in the
marketing process
• Digital budgets continue to be low vs total marketing
spend (around 7%)
• Digital budgets will continue to increase, but the
absolute growth will remain limited due to the low
base: 20% growth on 7% will yield only 8.4% next year.
• Digital budgets will be released by shifting budget away
from traditional channels: advertising, direct mail and
primary care sales force
• eMarketing, eMedical and eSales are the top value
generators
• Specialists, KOLs and GPs are the main target groups,
with payers on the rise
May 3, 2011 Across Health digital Survey EMEA 2011 48
78% of respondents are including digital opportunities in the
marketing planning process
May 3, 2011 Across Health digital Survey EMEA 2011 49
4%
18%
53%
26%Not at all
No, but it is changing
Yes, this is the case for several brands
Yes, this is the case for all brands
Are digital opportunities included in the budget and marketing planning processes?
This is more and more often the case for all brands, pointing to an
significantly improving integration of digital in marketing
Are digital opportunities included in the budget and marketing planning processes?
6%4%
23%
18%
52% 53%
19%
26%
2010 2011
Not at all
No, but it is changing
Yes, this is the case for several brands
Yes, this is the case for all brands
May 3, 2011 Across Health digital Survey EMEA 2011 50
eMarketing, eMedical and eSales are the top 3 value generators for
digital
In which areas do you believe that digital could generate the highest value to you and your
customers?
May 3, 2011 Across Health digital Survey EMEA 2011 51
27%
25%
38%
8%
15%
19%
17%
31%
8%
10%
15%
19%
25%
15%
0% 50% 100%
Other
e-R&D initiatives
e-Medical initiatives
Health Economics
Market access
e-PR initiatives
e-Sales initiatives
e-Medical education …
e-Marketing initiatives
Highest value Second highest Third highest
Digital marketing budgets are still low compared to other
industries
If you oversee a product budget, which percentage of it is allocated to digital marketing
THIS YEAR?
May 3, 2011 Across Health digital Survey EMEA 2011 52
30%
46%
24%
EMEA
Less than 5%
Between 5 and 10%
More than 10%
Although more and more companies are slowly closing the gap
and crossing the 5% or 10% level
If you oversee a product budget, which percentage of it is allocated to digital marketing
THIS YEAR?
52%
30%31%
46%
17%
24%
0%
20%
40%
60%
2010 2011
Less than 5%
Between 5 and 10%
More than 10%
May 3, 2011 Across Health digital Survey EMEA 2011 53
Life sciencesspending on digital
May 3, 2011 Across Health digital Survey EMEA 2011 54
Patric Jarchow
Managing Director, Germany
Life science companies are spending about 8% of their overall marketing budget on digital activities, and intend to increase this by less than 20% in 2012 – bringing the total to less than 10%. More importantly, the marketing budgets are quite small vs the sales budget (30% vs 70%, on average). Hence, digital budgets are less than 2.5% of the total sales & marketing budget...
In other industries, 15 tot 20% of total marketing budgets are the rule rather than the exception...and the marketing budgets there represent a much higher % of the total sales & marketing spend.
Clearly this spend trend does not reflect the interest in and value of these channels for physicians and consumers...we expect to see more disruptive spend trends in digital going forward with companies that NEED to change as well as innovator companies that WANT to change.
4%
33%
39%
21%
3%0% 0%1%
4%
17%
58%
14%
4%1%
Decrease (> 25%)
Decrease (1-24%)
No change Increase (1-20%)
Increase (21-50%)
Increase (50-100%)
Increase (> 100%)
Overall
Digital
The overall marketing budget will decline, while digital budgets will
increase…but the rate of increase is still limited in view of the low base
(8% of marketing budget for digital)
How do you think your overall marketing budget and digital budget will evolve?
May 3, 2011 Across Health digital Survey EMEA 2011 55
The digital budget increase is funded by shifting money away from the
traditional marketing budget…there is no “free” pilot money anymore!
How are you planning to fund the increase in digital spending?
May 3, 2011 Across Health digital Survey EMEA 2011 56
91%
9%
We will increase digital budget by shifting money away from the traditional marketing budgetWe will increase digital budget but will not shift money away from the traditional marketing budget
Digital’s share of the marketing budget is steadily increasing, but
still stays rather small
How do you think your overall marketing budget and digital budget will evolve? *
2009 2010 2011 2012
-5% -2% -2%
+10% +16% +14%
* Graph calculated using averages of expectations and estimations
classified in intervals; for illustrative purposes only
May 3, 2011 Across Health digital Survey EMEA 2011 57
The budget shift is mostly at the expense of advertising, direct
mail and the primary care sales force
From which of the following traditional channels will you shift money away to digital?
May 3, 2011 Across Health digital Survey EMEA 2011 58
13%
19%
26%
13%
29%
3%
6%
6%
10%
16%
6%
26%
26%
3%
6%
10%
16%
3%
13%
23%
26%
0% 20% 40% 60% 80% 100%
Public relations
Medical education
Newsletter
Other
Specialist salesforce
Primary care salesforce
Direct mail
Advertising
Most important Second most important Third most important
Only 26% rely on an actual framework around marketing mix, while
another 37% has at least some foundation for their decisions
How do you define your marketing mix?
May 3, 2011 Across Health digital Survey EMEA 2011 59
2%
13% 14%
23%26%
16%
6%
EMEA
Based on econometric modelingBased on last year's budgetBased on customer feedbackBased on market researchBased on a conceptual framework on marketing mixBased on experience/gut feelingOther
37%
Marketing mixassessment
May 3, 2011 Across Health digital Survey EMEA 2011 60
Bernard Depaepe
Senior Management Consultant
Albeit slowly, companies are shifting budgets away from traditional channels to digital. The key question then becomes: which channels can I safely reduce and to which new channels should I allocate those budgets? And how much should I invest in each channel to ensure I have at least the same impact as before at a lower cost?
In times of change, it is very tricky to rely on experience or “gut feeling”, as this may lead to the wrong investments or, possibly even worse, underinvestment.
A marketing mix assessment is an objective and powerful basis for making these crucial decisions, as many of our clients have already realized.
Growth is expected across the board, while the outliers are
product websites, mobile marketing & tablet eDetailing
How often will you use the following tools to by end of 2012?
May 3, 2011 Across Health digital Survey EMEA 2011 61
Tablet eDetailing
Mobile marketing
eRepeMSL
HCP self-service portalSEAOnline eDetailing
Web conferenceSocial media
Online advisory boardOnlineMedEd
Online market research
SEOWeb bannersWeb analytics
eCMEeMail marketing
Online slide library
Disease website
Company website
Product website
1,5
2,0
2,5
3,0
3,5
2,5 3,0 3,5 4,0
Me
an s
core
CU
RR
ENT
USE
(0
-4 r
atin
g)
Average GROWTH (0-5 rating)
0 (Not used)
1 (Strong decrease)
2 (Slight decrease)
3 (No change)
4 (Slight increase)
5 (Strong increase)
High use
High growth
Medium use
Medium growth
Low use
High growth
Medium use
No/low growth
Social media strategy
May 3, 2011 Across Health digital Survey EMEA 2011 62
Gary Monk
Managing Director UK
Many pharma companies have experimented with social media, but most efforts are still piecemeal and opportunistic. As a result, the true value of social media has not been tapped yet, witness the “medium investment/medium growth” category it is in.
Using social media is not a strategy in itself. Which social media to use? How to interact? Where does the use of social media serve brand value? Does it make sense altogether to use social media for these goals and target group in view of the buying process priorities?
With the internet becoming social it is important not to blindly fall for this „shiny object‟, but to challenge our thinking and use it for the better..
Mobilestrategy
May 3, 2011 Across Health digital Survey EMEA 2011 63
Koen Pellegrims
Digital Consultant and Mobile Expert
In February of last year Google revealed its new strategy: mobile first. Why? Because mobile internet will overtake desktop internet usage by 2013.
Indeed, smartphones and tablets are finding their ways at an incredible pace to HCPs, patients and sales reps. Mobile websites, smartphone apps, different platforms, location-based opportunities, real-time connectivity between stakeholders..
Our 2011 digital survey reveals the same trend: you are seeing high growth in mobile for the future...but what is your mobile strategy and how are you going to take advantage of the mobile opportunity?
Specialists and GPs remain top 3 target groups for digital
communication, and its use for KOLs has significantly increased
Who are the main customer groups that you target using digital channels today?
May 3, 2011 Across Health digital Survey EMEA 2011 64
7%
14%
23%
49%
6%
11%
23%
15%
36%
5%
7%
7%
8%
14%
21%
15%
15%
6%
0% 20% 40% 60% 80% 100%
Other
Payers/Policy makers/Health authorities
Patient associations
Hospitals
Nurses & caregivers
Pharmacists
Patients & consumers
Key opinion leaders
General practitioners
Specialists
First Second Third
from 35 to 52.6 %
compared to last year
The outlook for the near future is quite similar, with the exception
of a large increase for digital channel use towards payers
Which main customer groups will you be targeting most through digital channels BY THE END
OF 2012?
May 3, 2011 Across Health digital Survey EMEA 2011 65
12%
15%
20%
43%
4%
4%
7%
14%
19%
16%
33%
5%
6%
10%
11%
10%
17%
15%
12%
13%
0% 20% 40% 60% 80% 100%
Other
Patient associations
Hospitals
Payers/Policy makers/Health authorities
Nurses & caregivers
Pharmacists
Patients & consumers
Key opinion leaders
General practitioners
Specialists
First Second Third
from 7 to 16 %
compared to last year
Patient awareness& adherence
May 3, 2011 Across Health digital Survey EMEA 2011 66
Janne Pamsgaard
Managing Director Denmark (Nordics)
The key target groups for digital in our 2011 survey confirm that pharma still sees the internet very much as an online extension of the offline world: offline, we focus on specialists, so we should do the same online...
I agree that some of our digital budget should be spent on specialists (“incremental innovation”), but I would argue that we are leaving huge transformational opportunities on the table, particularly with regard to massively “underserved” audiences, including GPs (significant salesforce reduction), pharmacists and... patients.
Indeed, thanks to the ubiquity of the (social) internet & mobile, a myriad of channels is available to communicate with patients along the buying process –from awareness through to patient adherence...
So, what is your patient strategy for digital?
CRM minisurvey
May 3, 2011 67Across Health digital Survey EMEA 2011
Table of contents
• Executive summary
• Key survey statistics
• The digital landscape: as-is situation
• eBiz satisfaction
• Benchmark against competitors and other industries
• Most common eTactics
• Key challenges
• Bottlenecks
• Digital understanding & processes
• ROI measurement
• The future of digital in life sciences
• Digital integration & budgets
• Trends in eTool adoption & new stakeholders
• CRM minisurvey
May 3, 2011 Across Health digital Survey EMEA 2011 68
Executive summary
"We've spent the last
30 years focusing on
the T in IT, and we'll
spend the next 30
years focusing on
the I.“
Peter Drucker
CRM minisurvey EMEA 2011
• CRM integration is poor
• Still, CRM is considered a strategic asset by the
majority of the respondents
• And even more respondents consider their
organization to be customer-centric, despite the
poor CRM integration
• There are companies all along the spectrum with
regard to the size of email databases, but overall
the score is low
May 3, 2011 Across Health digital Survey EMEA 2011 69
CRM minisurveyEMEA 2011
May 3, 2011 Across Health digital Survey EMEA 2011 70
Dina Rey
Director, Switzerland
At Across Health, we firmly believe that digital is just part of the solution... true impact can only be generated by “fusion marketing”, i.e. integrating online & offline. Indeed, if done well, 1+1 should equal more than 2.
Digital campaigns are often standalone initiatives. Still they could be so much more powerful when linked to customer profiles, integrated multichannel approaches,... Think about it when you launch your next campaign!
To achieve this, a customer-focused strategy should be put in place, supported by an agile and high-performing CRM platform, with clear business KPIs... CRM is the key to orchestrating touch points throughout a range of channels in a customer-centric way.
Let‟s see what the state of the industry isin the next few slides...
Most respondents consider their organization to be customer-
centric
Please rate the following statement on a scale from 0 to 5: We are a customer-centric
organization
May 3, 2011 Across Health digital Survey EMEA 2011 71
Customer-centric organisation
5% 3%
11% 11%
31%28%
12%
EMEA
Do not know 0 1 2 3 4 5
Totally
Disagree
Totally
Agree
3,0Average
And they see CRM as as a strategic asset – but opinions still vary
hugely...
Please rate the following statement on a scale from 0 to 5: CRM is a strategic asset in our
company and not just an IT tool
May 3, 2011 Across Health digital Survey EMEA 2011 72
CRM strategic asset
7%4%
7%
12%15%
20%
34%
EMEA
Do not know 0 1 2 3 4 5
Totally
Disagree
Totally
Agree
3,2Average
If we dig a bit deeper, the “360° vision” is not supported by day-to-day
CRM priorities: only 25% is integrating web initiatives into the CRM
system today
Please rate the following statement on a scale from 0 to 5: Are your web initiatives integrated
into your CRM system to ensure a 360° view of your customers?
May 3, 2011 Across Health digital Survey EMEA 2011 73
5%
31%29%
10%
21%
4%
EMEA
Do not know Not at allNot yet, but we have plans to do this Project underwayBasic integration in place Sophisticated integration in place
25%
CRM integration
And customer email address databases are still not a reality
Please rate the following statement on a scale from 0 to 5: We have over 40% of our customer's
email addresses in our CRM system
May 3, 2011 Across Health digital Survey EMEA 2011 74
CRM email database
16%
11%
14% 15% 15%
12%
15%
EMEA
Do not know 0 1 2 3 4 5
Totally
Disagree
Totally
Agree
2,2Average
Please rate the following statement on a scale from 0 to 5: Averages
May 3, 2011 Across Health digital Survey EMEA 2011 75
CRM strategic asset
Still, some progress is being made, especially with regard to the
customer email databases
1,4
2,4
3,2
2,2
3,03,3
0
1
2
3
4
5
We have over 40% of our customer's email addresses in
our CRM system
We are a customer-centric organization
CRM is a strategic asset in our company and not just an IT tool
2010
2011
Totally
Disagree
Totally
Agree
Final thoughts
May 3, 2011 76Across Health digital Survey EMEA 2011
So will 2011 be agrand cru for “fusion”?
May 3, 2011 Across Health digital Survey EMEA 2011 77
Fonny Schenck
Managing Partner, Across Group
CEO, Across Health
Clearly, digital is increasingly being seen as a key component of the future business model... Although low, budgets are increasing and companies want to enhance their knowledge around digital.
The key hurdles remain the same however: regulatory/legal concerns and lack of a digital strategy...
So, will 2011 be the digital “turning point”? Will you boost your online budget beyond the symbolic level? Will you spend it on the right digital channels based on a marketing mix assessment and integration with your marketing strategy? Will you integrate digital with offline? And will you go for the right mix of implementation of best practices, improvement of existing initiatives and true innovation?
I wish you every success on this exciting journey!!
About Across HealthCOMPANY
• 40+ strong consultancy
• Focus on innovative customer-centric approaches
• (e-powering traditional channels– “fusion”)
• From strategy to implementation and success
metrics/KPIs
• Unique offering in the industry
TARGET CUSTOMERS
• Pharmaceuticals
• Devices & Diagnostics
• Hospitals
• Patient & Professional Associations
INTERNATIONAL EXPANSION ONGOING
• Head offices in Belgium (Ghent)
• Offices in Netherlands (Breda), France (Paris), UK
(London), Switzerland (Basel), Nordics (Copenhagen),
Germany (Munich), New Europe (Prague), China
(Shanghai) and North America (New Jersey)
Extensive experience at regional/global level
AND
local execution power
Across Health Expertise Overview
INSIGHT BE NL FR GE SW IT SP UK Nordics TU USA EMEA
Landscape Analysis
Marketing Mix Assessment
CRM/Ebiz Benchmarking Projects coordinated at EMEA level, but taking place in different EU countries
Buzz Monitoring Projects coordinated at EMEA level, but taking place in different EU countries
INNOVATION BE NL FR GE SW IT SP UK Nordics TU USA EMEA
Fusion Strategy
Social Media Strategy Projects coordinated at EMEA level, but taking place in different EU countries
Mobile Strategy Projects coordinated at EMEA level, but taking place in different EU countries
Innovation Bootcamps
IMPACT BE NL FR GE SW IT SP UK Nordics TU USA EMEA
Dashboards
Web Analytics
Rep equivalent model
Customer-centricity metrics
May 3, 2011 79
1 project finished + learnings
>2 projects finished + learnings
1 proposal
1 project ongoing
IMPLEMENTATION BE NL FR GE SW IT SP UK Nordics TU USA EMEA
iPad detailing
Other iPad projects
Teledetailing
eRep/Hybrid Rep
Vdetailing
HCP Portal
Mobile Marketing HCP
Mobile Marketing CONS
Social Media for HCPs
Social Media for CONS
Patient website
Multichannel HCP Marketing
Change Mgt & on-site consulting
Across Health Expertise Overview
May 3, 2011 80
1 project finished + learnings
>2 projects finished + learnings
1 proposal
1 project ongoing
0203
04 01
InnovationImplementation
Impact
Insight
How do we play?
The 4 Is
We measure the impact of the new
strategy using
dashboards, KPIs,…and create
best-practice
documents/tools.
We summarize key trends, best
practices and benchmarks - also from
related and other industries - and
compare them to your current situation.
We support you in the implementationof our recommendations – from project
management to website development, edetailing, dialogue
marketing, remote selling & education, change
management, process & organizational design and creative execution
We come up with a 2-3 year
innovative, balanced and integrated
roadmap and strategy to move into
the new space, based on
workshops, customer interviews and
Across insights.
May 3, 2011 Across Health digital Survey EMEA 2011 81
Our international footprint
Across Health
UK
Crown House
72 Hammersmith Road
London W14 8TH
Gary Monk
+44 7776 242 276
Across Health
Belgium
Technologiepark 3
B-9052 Gent
Beverly Smet
+ 32 478 642 846
Across Health
USA
343 Thornall Street, 5th fl
Edison, NJ 08837
Craig Parnell
+1 732 372 2137
Across Health
The Netherlands
Zaagmolenlaan 4
3447 GS Woerden
Edwin De Fouw
+31 621 210 437
Across Health
Switzerland
Business Parc
4222 Zwingen
Dina Rey
+41 796 008 788
Across Health
Denmark
Farumgaard, Søvej 8
3520 Farum
Janne Pamsgaard
+45 4240 4705
AcrossHealth
France
Tour Areva
1 place Jean Millier
92084 La Défense
Hans-Fredrik Gustafsson
+33 617 666 086
Across Health
Germany
Kellerstrasse 7
81667 Munich
Patric Jarchow
+49 172 854 30 30
Managing Partner:
Fonny Schenck [email protected] +32 477 453 287
Customer-centric Innovation. Strategy & Execution.
May 3, 2011 Across Health digital Survey EMEA 2011 82
Some of our key references
May 3, 2011 Across Health digital Survey EMEA 2011 83
Contact DetailsThese results have been compiled by Jeroen Corthout &Bernard Depaepe
For any question, mail to [email protected]
Make sure also to check out our fields of expertise on
www.a-cross.com/health
DISCLAIMER:
Current presentation is confidential. All
proposed concepts and ideas
presented here are intellectual property
of Across Health, and are to be used in
collaboration with Across Health.