e-medical excellence at launch

Proprietary and Confidential Information

Customer-centric Innovation.Strategy & Execution

Webinar: The new emedical launch paradigm

26 April 2016

Proprietary and Confidential Information2

For 85% of all launches, the product trajectory is set in the

first 6 monthsMckinsey 2012

© Across Health


Over 60% of launches shows limited differentiationFour launch archetypes

© Across Health

Stro

ng

diffe

renti

ation

Mod

erat

e or

no

diffe

renti

ation

High disease burden Low disease burden

25% 15%

53% 8%

Based on a sample of 60 late-stage drugs source: McKinsey Beyond the storm, launch excellence in the new normal


…and half of all launches do not achieve expected peak salesand half miss expectations by 50%!

© Across Health


It’s a multistakeholder world…

© Across Health

Patient/Patient

associations

KOL eMedical

excellenceKOL

engagement planning

Payer

Establishing value

Create awareness

PrescriberImmersive

learning and education


Maximize speed of impact3 main objectives

© Across Health

Share of voice Share of innovationShare of insights

Identify trends & visualize networks

Amplify & accelerate launch messages using multichannel

Stand out by leveraging innovative services

+ +

Continuous measurement and improvement



© Across Health





+ +



Pre-launch digital insights

© Across Health

KOLs HCPs Patients Payers

Proprietary and Confidential Information9 © Across Health

Digital KOL Insights


Digital advisory boards

Benefits for advisors• Flexibility of engaging at a time that is convenient

to them• Opportunity to participate in thoughtful dialogue with peers• Momentum continues after first event vs “disconnect” after live session (continued

ability to communicate and collaborate)• additional time to give more thought to their answers before they contribute to the

discussion.• No “red flag” (transparency laws in EU&US): lower incentives vs live sessions

10

83% of participating advisors preferred the experience of a virtual meeting vs. a live-only advisory meeting.

© Across Health


Synchronous virtual ad boards: Concept & approach

11

Client areaHCP area

Whiteboard area

© Across Health


Digital HCP insights


Key Metrics

© Across Health


>50ChannelsCovered

offline

online

Promo call DM Fax Newsletter Rep visit Rep tabllet/iPad Sample Promo SMS

Int. SC meeting Local SC meeting MSL MedEd Phase IV Educational call Service center Patient adherence

Advertisement Congress booth TV ad Medical Journal International

congress CME

KOL Colleague Prof. Association Patient Patient Assoc. Caregiver Nurse Pharmacist Hospital Health Insur Government SC Treat

Owned Promo Owned Med + Serv Paid Earned

eDetail eNewsletter Teledetailing Twitter Website

eMedEd eMSL Webcast Smart phone app

eCME Online conference tp Banners Website SC tp eNewsletter SC tp ePrescribing

Wikipedia Online Med Network Online Med Journal KOL Webinar Website pat assoc. Website prof assoc. Website health auth

© Across Health


Customers are increasingly digital

© Across Health


Customers are increasingly digital…or should I say: omnichannel?

© Across Health

Across Health Cross-Channel Navigator Europe 2015

Chan

nel i

mpa

ct ra

ting


Europe: big opportunity for eMedical

Across Health CrossChannel Navigator 2015 - GP© Across Health


Digital Patient insights


Social listeningKey uses

© Across Health

Valuable InsightsUnderstand customers in

ways qualitative and quantitative research can’t

reach

Key InfluencersIdentify TA influencers

(Digital Opinion Leaders – DOL) both for HCP and

patients/carers

Potential Innovations

Needs that are unsatisfied, or that the product or TA doesn’t currently address


Fibromyalgia

Lupus MSRLS

Hypert

ensio

n

Adjuvant B

reast

Cance

r

Diabete

s

Metasta

tic Brea

st Can

cer

Adjuvant C

olorectal

Cance

rGout

COPD

End-Stag

e Prosta

te Can

cer

Metasta

tic Colorec

tal C

ance

r

Metasta

tic Lung Can

cer

0%10%20%30%40%50%60%70%80%90%

100%

100% 95% 92% 92% 91% 90% 89% 84% 83% 79% 78% 74%59%

48%

4% 3% 6% 3% 10% 11% 16% 17% 21% 16% 26%41%

52%

1% 5% 2% 5% 6%

HCPCaregiverPatient

Patients drive online discussion

Share of Discussion Contributed by Patient/Caregiver/HCP, by Condition

SOURCE: NM Incite analysis; speaker demographics are qualitatively assessed.

© Across Health


But HCPs are getting into the game too...

http://www.klick.com/health/news/blog/social/linkedin-hidden-gem-or-health-wasteland/

1 mio users!

© Across Health


1% produces content

10% will vote or like the content

89% simply consumes content© Across Health


Digital Payer insights


Limited insights to date…but huge opportunities/threats in the “innovation” part

© Across Health

Source: Blue Latitude 2011, as presented at Eyeforpharma


But pharma is behind…even more so in medical

© Across Health

How digitally advanced is your sector?

Transportation and warehousing

Information and comms techMedia

Professional servicesFinance

Wholesale tradeOil & Gas

UtlitiesChemical * Pharma

Basic goods manufacturingMining

Educate

Real estate

Retail tradeEntertainment and recreation

Health careGovernment

OVERALL

Digital spending

Digital asset st

ock

Transactions

Interactions

Business processes

Market making

Digital spending on workers

Digital capital deepening

Digitization of work

RELATIVE DIGITISATION

LOW HIGH

Adapted from Data analysis and expert interviews conducted by McKinsey 2016



© Across Health





+ +



The traditional view - sequencing

Physician endorsement

Clinical trials

Advisory boards

Trials: Prelaunch

Small KOL base

Launch: In-line

Large KOL base

Build awareness

Present trial results

Educatepeers

Refine targeting

Improve promotional

programs

© Across Health


Traditional channels & customer sequencing vs cross-channel and network effects

© Across Health


The network always WINS!

© Across Health

Patient/Patient

associations

KOL eMedical

excellenceengagement

planning

Payer

Establishing value

Create awareness

PrescriberImmersive



Metcalfe’s law (1993) and launch platforms in pharma

The value of a (telecommunications) network is proportional to the square of the number of connected users (of the system) (n2)

Do

llars

($)

Devices

Value ~ N2Cost ~

N

Critical mass

crossover

© Across Health


Speed is irrelevant if you’re not moving in the right direction.’

M. Gandhi

© Across Health


LaunchPre-clinicalDiscovery Ph II Ph IIIPh I

Positive early-stage communications provide foundation for strategic plan

Neutral communications until the brand team is appointed (effective communications strategy is then developed from scratch)

Uncontrolled, unfocused ‘miscommunications’ have negative impact on the development of strategic plan.

Communication‘Value’

eMedical launch planning

© Across Health


LaunchPre-clinicalDiscovery Ph II Ph IIIPh I

Positive early-stage communications provide foundation for strategic plan

Communication‘Value’

eMedical launch planning

© Across Health

KOL engagement

Pt/Pt assoc. engagement

HCP engagement

Focus for this webinar


4 dimensions for selecting channels

© Across Health

REACH

IMPACT

COST

FEASIBILITY

5th dimension? The Medical Affairs plan – digitise existing activities


>50ChannelsCovered

offline

online

Promo call DM Fax Newsletter Rep visit Rep tabllet/iPad Sample Promo SMS

Int. SC meeting Local SC meeting MSL MedEd Phase IV Educational call Service center Patient adherence

Advertisement Congress booth TV ad Medical Journal International

congress CME

KOL Colleague Prof. Association Patient Patient Assoc. Caregiver Nurse Pharmacist Hospital Health Insur Government SC Treat

Owned Promo Owned Med + Serv Paid Earned

eDetail eNewsletter Teledetailing Twitter Website

eMedEd eMSL Webcast Smart phone app

eCME Online conference tp Banners Website SC tp eNewsletter SC tp ePrescribing

Wikipedia Online Med Network Online Med Journal KOL Webinar Website pat assoc. Website prof assoc. Website health auth

© Across Health


Content first, channels second!!

© Across Health


Importance of 3d-party & earned channels is huge…

© Across Health


The rise of the MSL

© Across Health

• Critical at pre-launch stage • Population growing • Role is appreciated and

requested• Role is evolving• Aligned across all channels


The impact of the MSL

MSL increased

awareness, knowledge

Prelaunch Launch Postlaunch

Unaided product activity and awareness

MSL effect

Clinical and regulatoryMSL activities

Sales and marketing

© Across Health


With whom are you interested in communicating via videoconference or call center?

Major opportunity for eMSL

41 © Across Health


But early days still…

42 © Across Health

Proprietary and Confidential Information43 Len Starnes 2016© Across Health


Virtual attendees now outnumber physical

44 Len Starnes 2015© Across Health


The 5-day congress is now a 365-day congress

Len Starnes 201545


The 5-day congress is now a 365-day congress

Len Starnes 201546


Find a good balance

© Across Health

ExecuteEnhance

Experiment

• Dashboards• Customer

experience• Personalization• Search engine

optimization/advertising

• Social media optimization

• Mobile strategy & tactics

• Social strategy & tactics

• PHR/EHR strategy

• Innovation pilots

Upscaling of successful pilots: • enewsletter• Self-service portal• eMedical education• …

10%30%60%


EXECUTIVE SUMMARY

KEYSTATISTICS

CURRENTADOPTION

KEYCHALLENGES

FUTUREOF DIGITAL

© Across Health 54

Putting it all together in XHRs


“In the future, only companies that use real-world data to demonstrate

superior outcomes for new drugs will generate attractive returns”

(Bain & Company 2015)

© Across Health


And pharma only sees part of the data...a plan & strategic partnerships should be put in place well before launch

56 © Across Health


Join us on the Healthcare Disruption Tour 2016!!•

• An amazing experience, every minute was worth it! This Tour was an eye opener, there is a before Tour and an after Tour life!

• It even surpassed my expectations and reasons why I was joining the tour.

• It was a great and enriching experience all round. The companies, your support, the locations as well the other participants.

Thoroughly enjoyed it and taking a lot of insights back to my company.

• Great how you managed to get us in front of top thinkers/actors!

NPS = 71!

www.healthcaredisruption.com/signin© Across Health


Putting it into perspective…the FMCG approach

63

Direct (channel-related) effects

Indirect(TA-related)

effects

Communication effects

ENGAGEMENT CONVERSION

Behavioral effects

REACH & ADVOCACY ROE (return on engagement)(COST & RETURN)

quan

titati

vequ

alita

tive

© Across Health


Definition of NPS

%Promoters

0-6

7-8

9-10

Net Promoter Score (NPS)

minus

%Detractors

Extremelylikely

Extremelyunlikely


It’s a multistakeholder world…

© Across Health

Patient/Patient

associations

KOL eMedical

excellenceengagement

planning

Payer

Establishing value

Establish value

PrescriberImmersive
