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- Why is ROI so important in crosschannel? And (why) is it difficult to measure? - What are pivotal KPIs & impact measurement frameworks? - The Across Health approach - Continuous monitoring through state-of-the art dashboarding (case study) If you would like to watch and listen to this presentation, please click on the link: http://bit.ly/1g2Pxws
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Across Health Webinar
From big data to right data
Impact Measurement &
Dashboarding
View recorded webinar: http://bit.ly/1g2Pxws
6/03/2014 Webinar IM&D © Across Health 2013 1
Webinar Big Data, Across Health
Across Health: Focused Fusion Consulting
6/03/2014 2
Customer Innovation
Strategy & Execution
• 60+ 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:
Webinar IM&D © Across Health 2013
Agenda
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1. Why is ROI so important in cross-channel?
And (why) is it difficult to measure?
2. What are pivotal KPIs & impact measurement
frameworks?
3. The Across Health approach
4. Continuous monitoring through state-of-the
art dashboarding
1.
6/03/2014 Webinar IM&D © Across Health 2013 4
Why is ROI so important in cross-channel?
And why is it so difficult to measure?
Webinar Big Data, Across Health
There’s nothing new under the sun…
John Wanamaker
(1838 - 1922)
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Half the money I spend on
advertising is wasted; the
trouble is, I don't know
which half."
5
What’s the issue?
1. Media consumption is increasingly fragmented
2. The marketing accountability bar is rising
3. The data deluge is just beginning
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0% 10% 20% 30% 40% 50% 60%
We do not see the need for collecting or using customerdata
We leverage this data consistently
We have already implemented some robust customeranalytics frameworks
We are not collecting useful customer data yet, but weshould
We have started doing some analysis on ourmultichannel customer data
“Big” customer data collection and analysis is just
getting started in pharma
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Source: Across Health Digital Barometer 2013
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19%
15%
14%
14%
10%
7%
7%
6%
3%
1%
1%
1%
Regulatory or legal issues
ROI questions
No clear eBusiness strategy
Not enough internal knowledge in this area
Healthcare compliance concerns
No headcount to support this
No budget
No senior management support
Customers are not ready
No expert agencies with pharma background available
Other (please specify)
N/A
…and ROI questions are the second most important
bottleneck for digital adoption
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% of respondents indicating options as one of the top two main
bottlenecks for digital in their organization.
copyright © Across Health, 2013
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Webinar Big Data, Across Health
How can you expect an investment of 16% (marketing)
or 2-5% (sales+marketing) – spread over several
initiatives - to move the needle? If you oversee a marketing budget, which percentage
of it is allocated to digital initiatives THIS YEAR?
6/03/2014 9
0%
4%
8%
12%
16%
20%
2010 2011 2012 2013
Average
5%
Average
8%
Average
14.8%
Average
16%
copyright © Across Health, 2013
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Defining an optimal channel mix is NOT easy
How complex is it to define the optimal channel mix ?
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19%
52%
22%
7%
1%
Very complicated Somewhat complicated Neither complicated norsimple
Relatively simple Very simple
8%
copyright © Across Health, 2013
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Channels do not have an ROI
11 6/03/2014 Webinar IM&D © Across Health 2013
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There is no intrinsic channel ROI
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Sourc
e : IM
S H
ealth
, Cegedim
.
Excellent
Very good
Good
Source: IMS Health, Cegedim
(increase in sales over control group after the first webcall)
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Webinar Big Data, Across Health
There is no intrinsic channel ROI
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Synergetic effect of channels
1 + 1 = > 2
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The rule of “the magnificent seven”
• Cross industries, the golden rule is that
you need 7 interactions to get to a buy
• In pharma, 7 out of 7 used to be F2F…
• How many are still needed today…and
tomorrow?
• For which stages in the buying process
& which physicians is F2F still key?
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16
Broad-
Cast
Direct
eMail F2F Web
Portal
Call
Center
Awareness
Interest
Desire
Action
There are no “monochannel” customers
Only “cross-channel” customers
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Blending online and offline will become a key
competitive advantage
• Offline and online will have to work together… the buying
process is a cross-channel activity
“Attributing a sale to the last touch
point is like assuming that winning the
relay race is solely due to the effort of
the last runner.”
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ROI is just one of your KPIs
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ROI Basics
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Measuring ROI: Some Prickly Issues
How to isolate the revenue impact of the specific marketing activity?
How to predict future impact if conditions change? (competitive
pressure, execution quality, customer engagement, …)
Over which time period do you calculate the revenue impact?
How holistic a view of costs should you take? Clear set of direct costs –
but what about indirect costs?
How do you assess the value of activities for which ROI cannot be
measured (Meded, for instance)?
Is the project with the highest ROI is also the one you should undertake
(ROI vs NPV)?
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What is the ROI of a (smart)phone? And of NOT having
one…in the New Normal?
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2.
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What are pivotal KPIs & impact
measurement frameworks?
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A holistic approach of measurement
ROI = f (REACH, ENGAGEMENT,
CONVERSION, ADVOCACY, COST)
ROI = f (NEOCORTEX + LIMBIC)
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Putting it into perspective…the FMCG approach
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Direct
(channel-related) effects
Indirect
(brand-related)
effects
Communication
effects
ENGAGEMENT CONVERSION
Behavioral
effects
EXPOSURE & ADVOCACY ROI
(COST & RETURN)
quantita
tive
qua
lita
tive
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Adding some potential KPIs
6/03/2014 25
Direct
(channel-related) effects
Indirect
(brand-related)
effects
Communication
effects
Customer experience
Clarity of message
NPS channel
…
Brand awareness/attitude
Brand preference
Intent to prescribe
NPS brand
….
Behavioral
effects
Number of responses
Number of inbound calls
Web visits
Click-through rate (CTR)
Viral referrals (word-of-mouse)
…
Cost effectiveness
Sales & MS change
PROFIT (ROI)
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3.
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The Across Health approach
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Now… what metrics should we use for an e-mail
campagne, a webcast, a call center, a website…
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Direct
(channel-related) effects
Indirect
(brand-related)
effects
Communication
effects
Customer experience
Clarity of message
NPS channel
…
Brand awareness/attitude
Brand preference
Intent to prescribe
NPS brand
….
Behavioral
effects
Number of responses
Number of inbound
calls
Web visits
Click-through rate (CTR)
Viral referrals (word-of-
mouse)
…
Cost effectiveness
Sales & MS change
PROFIT (ROI)
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… and what are best practices?
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The Suez database
28
What? •Metrics and KPIs database for most
frequently used channels
Source? •Real data coming from multiple Across
Health experience/projects, primary
research and external sources
Leveraged for? •Helps pharma clients to define best
practices and benchmarks for different
channels
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29
Phase Proposed KPI
Exposure #physicians who accepted an invitation for a call
/ #physicians invited
Engagement #physicians who received a call / #physicians
who accepted an invitation for a call
Conversion physicians who accept a follow-up activity /
#physicians who received a call
Definition Outbound call center from a pharmaceutical company (i.e. actively seeking contact and giving info)
OPTIONAL KPIs Exposure: -Cost per exposed customer (campaign KPI) Engagement: -Average call time (in min.) -Cost per engaged customer Conversion: •#physicians who declare prescribing intention •Sales increase •Technology NPS •Repeat intention to use the channel (evaluation survey) •Cost per converted customer
UNIVERSAL/MANDATORY KPI’s
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The Suez database - example
Service call (telemarketing)
4.
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Continuous monitoring
through state-of-the-art
dashboarding
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Typical situation – Set-up cross-channel campaign due to
reduction of salesforce
6/03/2014 31
• Develop Cross-Channel campaign
for GPs no longer visited by sales
force
• Replace 20,000 rep visits in 1 year,
by an equally impactful mix of
channels
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We start with the Marketing Mix Assessment...
32
teledetailing
DM
eCME
eMSL
ad
website
phase IV
rep
rep (tablet/iPad)
sc treat
medical journal
website tp
hospital
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0 1 2 3 4 5 6 7 8 9 10
reach
impact
“Have you been exposed
to this channel?”
“Have you been influenced
by this channel?”
Sales Rep
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…to derive a “Rep Equivalence” value for every
individual channel
A rep equivalent =
a combination of multichannel interactions
with a target customer
that equals the impact of 1 rep visit
33
Example :
1 rep equivalent =
a clickthrough on an email
+ using a webstick
+ watching an e-detail
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Develop the channel mix for this campaign
Channel Target
audience Reach
Nr of
interactions
Channel rep
equivalence(versu
s rep = 1)
Total rep
equivalents
Call Center Product Wave 1 10000 20% 2000 0.7 1400
Call Center Product Wave 2 8500 25% 2125 0.8 1700
Call Center Product Wave 3 7000 35% 2450 0.8 1960
Print Mailing USB Webstick 12000 20% 2400 0.4 960
Email Wave 1-5 Owned addresses 10000 22% 2200 0.3 660
Email Wave 1-6 Bought (third party) 8000 19% 1520 0.3 456
Website Log-Ins 10000 100% 10000 0.3 3000
Website Interactions (Download, etc.) 10000 15% 1500 0.8 1200
Website sample order 10000 5% 500 1 500
Website Webcast 10000 10% 1000 1.1 1100
Website eDetailing (2 eDetails) 10000 20% 2000 0.8 1600
…
…
…
…
…
…
…
…
Total 20.300
6/03/2014 34 Webinar IM&D © Across Health 2013
38,646 contacts within the target group:
ca. 20.300 REP equivalent contacts
(rep visits)
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That was the plan…
… but now
…. how do we measure
execution and impact ?
6/03/2014 35 Webinar IM&D © Across Health 2013
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2013 Trends
CRM Email
eDetailing
WebCall
Leaflets
Website Visits
Banners Websticks
Banners
The challenge…
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Add the “Customer Engagement” component to that…
6/03/2014 37 Webinar IM&D © Across Health 2013
Exposure Engagement Conversion
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So what do we need to deliver?
6/03/2014 Webinar IM&D © Across Health 2013 38
Easy overview of all campaign channels
Sales Rep Equivalents
Exposure
Engagement
Conversion
See how close we are in reaching 20k Sales Rep Equivalents
As the campaign evolves, we want to see new data reflected fast
Webinar Big Data, Across Health
Across Health
Sales Rep Equivalent dashboard Target 20.000
70% of target reached
Avg cost per SRE
13..920
35 EUR
Data range
HCP Type
Segment A
Segment B
Segment C
Segment OUT
# HCP Interactions
0
1
2
3
4
5
6
7
Sales Rep Equivalent versus Cost per 1 SRE
Call center USB Webstick Website visit Email owned Email bought E-detailing Banner
Avg cost per SRE = x EUR
x
x
x
x x x
x
x
x x x
x
x x
SR Equivalents Avg cost per SRE
The Solution: a QlikView dashboard
6/03/2014 Webinar IM&D © Across Health 2013 39
SREquivalents
Webinar Big Data, Across Health
The Solution: a QlikView dashboard
6/03/2014 Webinar IM&D © Across Health 2013 40
Across Health
Sales Rep Equivalent dashboard Target 20.000
70% of target reached
Exposure, Engagement, Conversion and SR Equivalence per channel
Call center USB Webstick Website visit Email owned Email bought E-detailing Banner
x
x
x x
x
x
x
x
x
SREquivalents 13..920
Data range
HCP Type
Segment A
Segment B
Segment C
Segment OUT
# HCP Interactions
0
1
2
3
4
5
6
7
SR Equivalents Conversion
x
x
x
x x
x
x
x x x
x x x
x
x x
x
x
Engagement Exposure
Webinar Big Data, Across Health
Major benefits
• Multiple sources of data are easily integrated
• Update data with a click on the button
• Restructure data
• On the fly segmentation
• Clean
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Target 20.000
70% of target reached
SREquivalents
Avg cost per
SRE
13..920
35 EUR
Data range
HCP Type
Segment A
Segment B
Segment C
Segment OUT
# HCP Interactions
0
1
2
3
4
5
6
7
Email owned Email bought E-detailing Banner
x x
x
x
x x
Avg cost per SRE
Jan-2013
Feb-2013
Mar-2013
Apr-2013
May-2013 May-2013
Segment B
6/03/2014
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A mouse-click is all that is needed now…
6/03/2014 Webinar IM&D © Across Health 2013 42
In summary
6/03/2014 Webinar IM&D © Across Health 2013 43
1. There is no intrinsic channel ROI
2. All customers are cross-channel customers
3. ROI = f (Reach, Engagement, Conversion,
Advocacy, Cost)
4. The FMCG approach of measuring the effect
of your initiatives (exposure, engagement,
conversion) is applicable in pharma
5. A QlikView dashboard is a userfriendly way to
do so
Webinar Big Data, Across Health
6/03/2014 44 Webinar IM&D © Across Health 2013
Webinar Big Data, Across Health
Feel free to contact us with any further questions you may have…
6/03/2014 45
+32 477 453 267
+32 475 904 440
a-cross.com/health
Webinar IM&D © Across Health 2013
Thank You!
View recorded webinar: http://bit.ly/1g2Pxws
46
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.
6/03/2014 Webinar IM&D © Across Health 2013