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Across Health Webinar Cross-channel Navigator 2.0 for GPs: fresh and actionable customer insights for mix optimization
Philip Baciaz, VP Customer Insights Ruud Kooi, VP Business Development
Webinar June 18, 2015 1
View recorded webinar: http://bit.ly/1NCO9z8
AH key numbers 2014
Webinar June 18, 2015 2
• Focus on enhancing customer engagement
through an integrated channel mix (“fusion”)
in healthcare
• Over 70 consultants
• Physical presence in 10 markets
• Over 500 projects (40% in customer insight &
strategy)
• Channel affinity of 5500 HCPs
• 35+% CAGR since 2007
Webinar June 18, 2015 3
Agenda
• Navigator Basics
• Navigator 2.0: taking the data further
• Case Study
• Q&A
Webinar June 18, 2015 4
Navigator Program Objectives
• Which channels to prioritize in terms of budgets and resources ?
• How to approach GPs in function of their communication preferences ?
• How are we perceived by our clients versus competitors ?
• How does all this differ per country ?
Webinar June 18, 2015 5
Key Metrics
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Channel Catalogue
>50 Channels Covered
promo call int sc meeting ad KOL
DM local sc meet booth colleague
fax MSL TV ad prof assoc
newsletter Meded med journ patient
rep phase IV int conf pat assoc
rep (tablet/iPad) edu call CME caregiver
sample service ctr nurse
promo sms pat adherence pharmacist
hospital
health insur
government
sc treat
eDetail eMedEd eCME wikipedia
eNewsletter eMSL online conf tp online md netw
eMail Rep webcast banners online med journ
teledetailing smartph app website sc tp KOL webinar
twitter eNewsletter sc tp website pat assoc
website ePrescribing website prof assoc
website health auth
Earned
Off
line
On
line
Owned Promo Owned Med+Serv Paid
Webinar June 18, 2015 7
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
Rea
ch
Reach metric complemented by an
analysis around frequency of usage
Grouping
Webinar June 18, 2015 8
Multi-Channel Equivalence Maps
All values shown are illustrative only
Impact is rescaled to allow direct comparison with
the Rep (MCQ Promo) or with a Medical Meeting
(MCQ Medical)
The graphs and tables are similar to performance maps, but the Rep is ALWAYS set at 1.00
Webinar June 18, 2015 9
Agenda
• Navigator Basics
• Navigator 2.0: taking the data further
• Case Study
• Q&A
We will share REAL DATA from a variety of GP markets
Webinar June 18, 2015 10
Note: we have many other specialties available in Navigator
1.0 format, with still others being developed in 2.0 format
Webinar June 18, 2015 11
Discussion Topics: Focus on Novelties
• Communication Preferences and Digital Divide
• Channel Frequency
• Digital Satisfaction
• Company Appreciation Scores
• New, flexible web-based reporting format
• Evolution over time of key parameters
• Bringing the data to life
Preferences
Webinar June 18, 2015 12
Webinar June 18, 2015 13
A
Webinar June 18, 2015 14
Digital reach is about 32% for promo,
11% for educational
Webinar June 18, 2015 15
Overall, digital preferences are met for promo, but a major gap
exists for educational
Frequency
Webinar June 18, 2015 16
Frequency of Channel Use - EU5
Channel Type Daily Weekly Monthly Quarterly Reach% 'Never' <#Days>
promo call owned promo - offline 0% 4% 14% 12% 31% 69% 2
DM owned promo - offline 11% 32% 14% 7% 65% 35% 16
fax owned promo - offline 2% 7% 5% 2% 16% 84% 3
newsletter owned promo - offline 4% 20% 15% 4% 43% 57% 7
rep owned promo - offline 20% 30% 14% 6% 70% 30% 25
rep (tablet/iPad) owned promo - offline 14% 26% 12% 4% 57% 43% 18
sample owned promo - offline 8% 21% 13% 8% 50% 50% 12
promo sms owned promo - offline 1% 2% 2% 2% 7% 93% 1
eDetail owned promo - online 1% 4% 6% 4% 14% 86% 1
eNewsletter owned promo - online 5% 17% 13% 6% 41% 59% 8
eMail Rep owned promo - online 2% 11% 13% 11% 37% 63% 4
teledetailing owned promo - online 1% 3% 4% 5% 12% 88% 1
twitter owned promo - online 1% 0% 0% 0% 1% 99% 1
website owned promo - online 3% 15% 12% 7% 37% 63% 5
int sc meeting owned medserv - offline 0% 1% 2% 6% 10% 90% 1
local sc meet owned medserv - offline 0% 4% 20% 18% 42% 58% 2
MSL owned medserv - offline 1% 5% 6% 7% 18% 82% 2
Meded owned medserv - offline 1% 4% 7% 6% 18% 82% 2
phase IV owned medserv - offline 0% 1% 1% 4% 6% 94% 0
edu call owned medserv - offline 1% 4% 14% 9% 28% 72% 2
service ctr owned medserv - offline 0% 1% 3% 4% 8% 92% 1
pat adherence owned medserv - offline 1% 4% 6% 5% 16% 84% 2
eMedEd owned medserv - online 0% 3% 5% 8% 15% 85% 1
eMSL owned medserv - online 0% 1% 3% 5% 8% 92% 1
webcast owned medserv - online 0% 2% 4% 7% 14% 86% 1
smartph app owned medserv - online 2% 5% 6% 5% 17% 83% 3
ad paid - offline 12% 31% 13% 4% 60% 40% 17
booth paid - offline 1% 1% 4% 18% 24% 76% 1
TV ad paid - offline 6% 7% 4% 2% 20% 80% 7
med journ paid - offline 12% 41% 18% 4% 75% 25% 19
int conf paid - offline 0% 1% 2% 8% 11% 89% 1
CME paid - offline 1% 5% 15% 16% 37% 63% 2
eCME paid - online 1% 5% 14% 15% 34% 66% 2
Webinar June 18, 2015 17
Frequency Maps provide further granularity to the Reach metric by analyzing the periodicity with which channels are
encountered by the HCPs
18
The Frequency Spectrum can reveal rarely used channels which have a core of
dedicated users
Webinar June 18, 2015
Satisfaction
Webinar June 18, 2015 19
Webinar June 18, 2015 20
“Overall, how satisfied are you with Pharma’s
digital offering?” D
Appreciation
Webinar June 18, 2015 21
Webinar June 18, 2015 22
Companies: Appreciation Scores
Webinar June 18, 2015 23
Company Scores are given in several
dimensions
Digital Index - Brazil Rep Meded Digital Patient Overall Index
1 Novartis 65 67 66 70 67 1.01
2 Bayer 61 49 70 63 61 1.16
3 Merck/MSD 53 46 68 63 57 1.29
4 Roche 51 46 56 52 51 1.09
5 Pfizer 58 38 52 48 51 0.90
6 AstraZeneca 40 54 68 47 50 1.69
7 GlaxoSmithKline 43 46 26 36 39 0.60
8 Eli Lilly 25 48 37 29 33 1.46
9 Janssen 32 26 27 25 28 0.85
10 Boehringer Ingelheim 17 43 17 27 24 1.00
Digital Ranking - Brazil Rank
1 Bayer (100%) 100%
2 AstraZeneca (97%) 97%
3 Merck/MSD (97%) 97%
4 Novartis (95%) 95%
5 Roche (79%) 79%
6 Pfizer (74%) 74%
7 Eli Lilly (52%) 52%
8 Janssen (38%) 38%
9 GlaxoSmithKline (37%) 37%
10 Bristol-Myers Squibb (33%) 33%
Webinar June 18, 2015 24
We also asked GPs to identify Digital Leaders in key Therapy Areas
Webinar June 18, 2015 25
Discussion Topics: Focus on Novelties
• Communication Preferences and Digital Divide
• Channel Frequency
• Digital Satisfaction
• Company Appreciation Scores
• New, flexible web-based reporting format
• Evolution over time of key parameters
• Bringing the data to live
Webinar June 18, 2015 26
Clients can access and
query the key analyses of the
data they bought in a cloud-based environment
Webinar June 18, 2015 27
Time series based, ad hoc analyses are
now possible for the GP market
Webinar June 18, 2015 28
• Which channels to prioritize in terms of budgets and resources ?
• How to approach GPs in function of their communication preferences ?
• How are we perceived by our clients versus competitors ?
• How does all this differ per country ?
Issues to Tackle with Navigator
Webinar June 18, 2015 29
Navigator Strengths
• 50+ channels, rather than about 10 • Channels are analyzed individually, rather than as a cluster • Countries covered individually, rather than as a cluster
• Impact is measured both directly and in terms of social desirability, rather than
just directly • Reach is measured both directly and as a frequency, rather than just as a
frequency • Analysis is focused on either GP or SPEC market, rather than on a consolidated
view of both • Etc…
Webinar June 18, 2015 30
Agenda
• Navigator Basics
• Navigator 2.0: taking the data further
• Case Study
• Q&A
Objective
Webinar June 18, 2015 31
Break the negative trend in market share for the number one ICS by establishing substantial digital SOV around the brand
Therapeutic area: Respiratory, Asthma
Target audience: GPs
Status: of patent for multiple years
B A
D C
Pote
nti
al
Penetration
1,750 2,500
1,250 4,200
9,700 GPs
Focus on 5,500
We started with the segmentation model
Webinar June 18, 2015 32
High Invest
Full Cross-Channel campaign
D
4.200
Medium Invest
Low Invest
If opt-in email & media campaign
A
1.750
B
2.500
C
1.250
Full Cross-Channel campaign excl. call center
Multichannel investments were aligned with target group importance
Webinar June 18, 2015 33
Next, we investigated the impact and reach of different on- and offline channels in the country GP market and compared those to the relative impact of a sales rep visit (MC equivalence)
Webinar June 18, 2015 34
“Have you been exposed to this channel?”
“Have you been influenced by this channel?”
Sales Rep
Impact & reach numbers on this chart are fictitious and for illustration purposes only
Based on the impact and reach numbers for the different channels, we composed a multichannel mix with a potential that was equal to the SOV objective
Webinar June 18, 2015 35
Planned 14 waves, generating 14.000 MCq.
Realized 12 waves, generated 13.643 MCq
Average cost per MCq 24,--
Once the channel mix was defined, we developed the
campaign plan
Webinar June 18, 2015 36
2013
2014
E-mail marketing response rates preformed well over time
35.000
Total Send emails
35%
Average Unique Open Rate
10%
Average Unique Click Rate
Average unique open and click rates of emailcampaigns from 7/13 till 01/15
Webinar June 18, 2015 37
Results: reaching all GP groups 45% of non accessible GP’s
Webinar June 18, 2015 38
26%
29%
45%
Accessible Limited Accessible Non Accessible
Results: # unique GP’s per MCQ segment 1010 high engaged GP’s (>2 MCQ)
Webinar June 18, 2015 39
5704
1369
548 212 250
0
1000
2000
3000
4000
5000
6000
0 < 1 1 < 2 2 < 3 3 < 4 > 4
0 < 1 1 < 2 2 < 3 3 < 4 > 4
After 2 years positive result has been achieved
0,00%
10,00%
20,00%
30,00%
40,00%
50,00%
60,00%2
01
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MS
% in
pac
ks (
mq
t)
ALVESCO
BECLOFORTE
BECLOMETASON
BUDESONIDE
BUDESONIDE NOVOLIZER
FLIXOTIDE
PULMICORT
QVAR
Kickoff project MCM launch
Maintaining
marketshare
at 50%
Webinar June 18, 2015 40
To summarise… multichannel works!
KPI’s
• Customer engagement
• Cost/engagement
• Reach no-access HCPs
• Email opt-ins
• Sales evolution
• Improved MCM skillset
13600 MCQ
30% email opt-ins
45 % no-access HCPs reached
25% of target > 3 contacts
€ 24 per MCQ
Very positive ROI (campaign extended)
Webinar June 18, 2015 41
Webinar June 18, 2015 42
Agenda
• Navigator Basics
• Navigator 2.0: taking the data further
• Case Study
• Q&A
Feel free to contact us!
Webinar June 18, 2015 43
DISCLAIMER:
This 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.