the new cross-channel navigator: actionable channel metrics in oncology

15/04/2023 1Across Health Webinar

Philip Baciaz, Principal, Across HealthBeverly Smet, VP, Across Health

View recorded webinar: http://bit.ly/19c9LEe

Across Health Webinar

The New Cross-Channel Navigator: Actionable Channel Metrics in Oncology

http://bit.ly/19c9LEe

http://bit.ly/19c9LEe

EXECUTIVE SUMMARY

KEYSTATISTICS

CURRENTADOPTION

KEYCHALLENGES

FUTUREOF DIGITAL

Across Health: Focused Fusion Consulting

2

Customer Innovation Strategy & Execution

• 70+ strong consultancy• Focus on innovative customer-centric

approaches (e-powering traditional channels – “fusion”)

• Holistic approach: From strategy to implementation & success metrics/KPIs

• Unique offering in the industry• Global footprint (offices in 9 strategic markets)

Life Sciences Focus

• Pharmaceuticals• Devices & Diagnostics• Consumer Health• Patient & Professional Associations

Your presenters today:Beverly SmetVice PresidentPhilip Baciaz

Principal

Across Health Webinar15/04/2023

15/04/2023 Across Health Webinar 3

Agenda

• Why resource RE-allocation is key…also in oncology

• How the Across Health Cross-Channel Oncology Navigator can help

• How to operationalize these data

EXECUTIVE SUMMARY

KEYSTATISTICS

CURRENTADOPTION

KEYCHALLENGES

FUTUREOF DIGITAL

15/04/2023 4

Online is rapidly coming to the fore...while access is going down

Across Health Webinar

EXECUTIVE SUMMARY

KEYSTATISTICS

CURRENTADOPTION

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FUTUREOF DIGITAL

And this trend is reinforced by the fast influx of digital native physicians…(AND patients)


EXECUTIVE SUMMARY

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FACT1: digital native HCPs have

other expectations of “digital”

EXECUTIVE SUMMARY

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FUTUREOF DIGITAL

FACT1: digital native HCPs have other expectations of “digital”


http://www.a-cross.com/health/knowledge/blog/digital-native-hcps-are-largely-underwhelmed-pharmas-digital-offerings


FACT2: Specialists are more into

digital than GPs

EXECUTIVE SUMMARY

KEYSTATISTICS

CURRENTADOPTION

KEYCHALLENGES

FUTUREOF DIGITAL

FACT2: Specialists are more into digital than GPs

http://a-cross.com/health/knowledge/blog/uk-specialists-more-influenced-digital-pharma-channels-gps



FACT3: Digital will keep moving up

in the next few years

EXECUTIVE SUMMARY

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FACT3: Digital will keep moving up in the next few years



FACT4: It’s not only about OWNED

channels…

EXECUTIVE SUMMARY

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Product www

Disease www

Company www

Bermudatriangle!

FACT4: we need to move away from the VICIOUS triangle of yesterday/today…


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owned

earned

bought

…into the VIRTUOUS triangle of today/tomorrow…


EXECUTIVE SUMMARY

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So, with total budgets capped or reduced…it’s all about resource RE-allocation


EXECUTIVE SUMMARY

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Very complicated Somewhat complicated Neither complicated nor simple

Relatively simple Very simple

24%

51%

16%

7%

2%

But that’s not an easy undertaking: for 9 out of 10 respondents, defining the optimal channel mix is not simpleAcross Health Multichannel Barometer 2014

How complex is it to define the optimal channel mix?


9%

copyright © Across Health, 2014

5%

-1%

1%

-6%

% change since 2013

Increase

Decrease

No change=

=

EXECUTIVE SUMMARY

KEYSTATISTICS

CURRENTADOPTION

KEYCHALLENGES

FUTUREOF DIGITAL

The day-to-day reality of digital in pharma is very tactical...



Agenda




15/04/2023 Across Health Webinar

The Across Health Navigator for Oncology

20

Across Health Webinar 21

Scope

Oncology Navigator available650+ oncology specialists in EU5 + US + 4 smaller EU markets

Our samples include only high quality surveys from active HCPs seeing at least 50 cancer patients per week (oncologists and hematologists)

Scope EU5 + US + 4 EU marketsAustria -Belgium 30Denmark -France 75Germany 75Greece -Italy 75Netherlands 30Russia -Spain 75Sweden 25Switzerland 30Turkey -UK 75US 160Total 650

NAVIGATOR Oncology

15/04/2023


Key Metrics

15/04/2023

promo llca nt s m t ni c ee i g a d KO L

OD lo l s m tca c ee ootb h oll uc ea g e

xfa O O L TV a d pro ssof a c

n wsl tt re e e O eded m O ourned p t nta ie

r pe p s O Vh a e nt oni c f p t ssoa a c

r p (t l tO O O O Oe a b e ia d u lled ca O O O r v rca eg i e

s mpla e s rv tre ice c nurse

promo sms p t r na a dh e e ce p rm sth a a ci

osp t lh i a

lt nsurh ea h i

ov rnm ntg e e

s tr t c ea

t leDe a i O O O O Oeedd O O Oe w O pii e dia

N wsl tt re e e e O O Le onl n on tpi e c f onl n m n twi e d e

t l t l ne ede a i i g w stebca nn rsba e onl n m O ourni e ed

tw tt ri e sm rtp ppa h a w s t s tpeb i e c KO L w n rebi a

w s teb i e N wsl tt r s tpe e e e c w s t p t ssoeb i e a a c

O r s r ne e c ibi g w s t pro ssoeb i e f a c

w s t lt eb i e h ea h aOnl

ine

Owned Promo Owned Med+Serv Paid Earned

Offl

ine


Channel Catalogue

>50ChannelsCovered

Owned-paid-earned channel segmentation

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Performance Maps

All values shown are illustrative only

Performance Maps display Reach and Impact for each channel.The rep channel is highlighted for comparison.Each channel type has its own color, which allows manual grouping.

Each Chart has a corresponding

table, which can be sorted and

ranked

Rep

Impact

Reac

h

Reach metric complemented by an

analysis around frequency of usage

Grouping

15/04/2023


Equivalence Maps

All values shown are illustrative only

Impact is rescaled to allow direct comparison with the Rep (RepEq) or with a Medical Meeting (MedEq)

The graphs and tables are similar to performance maps, but the Rep is ALWAYS set at 1.00

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Companies: Appreciation Scores

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Third Party Websites / eNewsletters:Appreciation Scores

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Subsegmentation

If required, Across can analyze the data on a subsegment level

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Which % of European specialists wants to engage with pharma through REPS only?

France Germany UK Italy Spain0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

offline (48.5%)

offline

Source: Across Health Navigator Oncology, G5 data 2014


Which % of European specialists wants to engage with pharma through digital ONLY?


2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

digital (avg 9.8%)

digital



35% wants to engage via “multichannel”


10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

mix (avg 34.9%)

mix



The full picture…today & tomorrow

50%OFFLINE ONLY

10% DIGITAL ONLY35% MIX

Digital nativesQuality pharma offerings

Fieldforce reductionsAdmin burden



Agenda




How to put the Navigator data to work

• An important feature of our data is that it is highly actionable: the insights contained in the cross-channel Navigator can be used for:


Strategic resource planning

(global, regional, local)

Tactical campaign planning and

follow-up(channel selection)

Budget and resource

optimization

Trends and evolutions across geographies and

over time

Education and training ….

15/04/2023

The German oncology market – our approach


We needed to draw up a campaign targeting oncologists,about a third of which would not be visited

Our target was to generate 8500 rep equivalent contacts throughdigital channels

Repeq/year/ Repeq/ Repeq/ Repeq/oncologist year year year

Target Target via SF Digital

Visited Oncologists

1000 4 10 10000 4000 6000

Non-visited oncologists

500 0 5 2500 0 2500

Totals 1500 12500 4000 8500

Number of visits

tbd tbd

SegmentTotal size segment

Behavioural objective(s)

Messages / content /

service



Step 1: we identified a number of key channels around which we would build the campaign, and aligned our Navigator data with these key channels



Step 2: a first rough channel mix outline provides a first stab at the desired number of rep equivalent contacts



Step 3: aligning channel data with cost estimates then completes the framework. We now have an idea of total budget and cost per repeq contact



Step 4: scenario building is now easy: the marketing team can tweak campaign frequency and readily assess the impact on overall digital budget and cost per repeq contact. It is also possible to add/remove channels to/from the mix….

This can also be applied in a Medical environment, using another “gold standard”

This then leads to a coherent multichannel plan…ready for execution & impact tracking!

EXAMPLE



"The Cross-Channel Navigator provides a customer-centric approach to selecting the right channels for the right countries. That is because the impact and reach measurements you get

per channel come right from the voice of the customer - through a strong market research-based methodology. The Navigator is one strong part of the decision-making mix, of

course along with a strong multichannel strategy and real-world experience of what works”.

Director Commercial Excellence Europe, top 10 pharma company


Beyond oncology…

Our samples include only high quality surveys from active HCPs seeing at least 50 patients per week

For key geographies, recent data are available in cardiology,

psychiatry, pulmonology, internal medicine, etc

15/04/2023

Feel free to contact us!


15/04/2023 Across Health Webinar

Thank You!View recorded webinar: http://bit.ly/19c9LEe

44

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.

the new cross-channel navigator: actionable channel metrics in oncology

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