Impact measurement: from counting numbers to actionable insights

ProprietaryandConfiden/alInforma/on

ImpactMeasurement;fromcoun1ngnumberstoac1onableinsights

Watchwebinar:h.p://www.a-cross.com/health/events/impact-measurementJanKeuppens&ChristopheBrock


Agenda

1 Introduc/on

2 TheAHimpactmeasurementapproach

3 DefiningKPIrelevanttoyourbrandstrategy/objec/ves

4 Crea/ngadashboard

5 Q&A

©AcrossHealth2


Ourmission

AcrossHealthisatrustedadvisortoseniorleadersofinnova3vemul3na3onal

healthcareorganiza3ons.

Withafocusoncustomerengagementinthedigitalage,wepartnerwithourclientstodesign,develop,executeandmeasuredigital-secondstrategiesandcompanywidedigitalreadinessprogrammes–fortheshort,mediumandlongterm.

©AcrossHealth3


Somenumbers2015

over60consultants

Physicalpresencein10markets

Over300projects

Channelaffinityof8000HCPs(Navigator)

25+%CAGRsince2007

©AcrossHealth4


Yourpresentersfortoday

©AcrossHealth5


Agenda

1 Introduc/on



4 Crea/ngadashboard

5 Q&A

©AcrossHealth6

ProprietaryandConfiden/alInforma/on© Across Health 7

Howdowemeasureimpact?

ProprietaryandConfiden/alInforma/on©AcrossHealth8


Metricsvs.KPIvs.ROI

•  Ametricisanystandardofmeasurement-numberofvisitors,average/meonsite,%repeatvisitors,etc.

•  AKeyPerformanceIndicator(KPI)isametric

thatyouhavechosenthatwillgiveanindica1onofyourperformanceandcanbeusedasadriverforimprovement.Restrict#KPItokeepfocus-Σ#MCQ,€/MCQ

•  ROIisaspecificKPIusedtoevaluatethe

efficiencyofaninvestmentortocomparetheefficiencyofanumberofdifferentinvestments.TocalculateROI,thebenefit(return)ofaninvestmentisdividedbythecostoftheinvestment;theresultisexpressedasapercentageorara/o.

KPIROI

KPI

Metric

©AcrossHealth9


Pugngitintoperspec/ve…theFMCGapproach

©AcrossHealth10

Channelacceptance/NPSClarityofmessageAjrac/veness

ROICosteffec/veness#MCQ€/MCQ

BrandawarenessDiseaseawareness&diagnosisRxintentNPSbrandNPScompany

#emailsopens#click-throughs#webvisits#contacts#referrals

Direct,Channeleffects Indirect,Brandeffects

Quan1ta1ve&behavorialeffects

Qualita1ve&communica1on

effects

REACH&ADVOCACY

ENGAGEMENT CONVERSION

EFFECTIVENESS



©AcrossHealth11








effects

REACH&ADVOCACY


EFFECTIVENESS



Anexcellentstart:Googleanaly/cs

©AcrossHealth13

Visits over time

Key success metrics

Traffic sources

Key content & keywords



©AcrossHealth14








effects

REACH&ADVOCACY


EFFECTIVENESS


Afewideas…

TheCustomerImpactTrackersurveyallowsyouto:

•  Triggeraminisurveyalerxpageviews,x/meonsite,xvisitstoconversionitems,…

•  Triggerasurveyalertheusercompletedapar/cularflow

•  ...askques/onstovisitorsthathaveexperiencedyourwebsite.

•  “Bestratedar/cle”

©AcrossHealth15



©AcrossHealth16








effects

REACH&ADVOCACY


EFFECTIVENESS


NPS:Howlikelyareyoutorecommend___toapeer?


Areyoukiddingme? Mmh? YES!

Detractors Passives Promoters


%Promoters

0-6

7-8

9-10

NetPromoterScore(NPS)

minus

%Detractors

Extremelylikely

Extremelyunlikely



©AcrossHealth20








effects

REACH&ADVOCACY


EFFECTIVENESS


Factorsimpac/ngcosteffec/veness

§  Is the full cost per reach/engagement/ conversion favourable vs. offline activities?

§  Did we acquire new actionable customer intelligence to optimise future campaigns and enhance customer-centricity (email permission, channel acceptance, behavioural/attitudinal information)

§  Metrics: cost/contact, cost/conversion, cost per MCQ, NPV, cost per email permission…

With small target groups,

a 20% expected response

rate and a high fixed cost, the cost

per e-contact can exceed

that of a F2F call (est. 100-200 euro)

©AcrossHealth21



TheAHapproach:MCsuccessmeasurement

I.BEFOREcampaign§  SelectKPI/campaign

channel§  Bringinqualita/ve

dimension§  Establishbaseline§  Formcontrolgroups

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II.DURINGcampaignSetupMCQdashboardMonitor&streamlinethecampaign

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II.DURINGcampaignSetupMCQdashboardMonitor&streamlinethecampaign

III.AFTERcampaignDemonstrateeffec/veness

•  #MCQ•  €/MCQvs.F2Fcost•  ∆diagnos/c

knowledge

©AcrossHealth25


Keyelementsofmeasurementframework

©AcrossHealth26

Control groups Measure campaign

effectiveness by comparing results of 4

types of target customers (Rep only,MC only, Hybrid, No Promo)

MCQ Multichannel equivalence

Measurement framework

Impact of campaign activities will be expressed in line with their relative channel weight, allowing effectiveness comparison with F2F initiatives Derived from our Crosschannel navigator

Established baseline

Measure & compare qualitative campaign impact on disease and

brand awareness Pre vs. Post campaign situation


MCQ: Overall Methodology

•  Based strictly on primary research •  Analytical framework and key

metrics pioneered and developed in FMCG

•  Advanced analytics developed by Across Health

•  Results are obtained through HCP websurveys in most geographies (assisted by phone or f2f in some emerging markets)

•  Only active practitioners are allowed to participate in the survey

•  HCPs are asked to self-report


Key Metrics


promocall intscmeeting ad KOLDM localscmeet booth colleaguefax MSL TVad profassocnewsletter Meded medjourn patientrep phaseIV intconf patassocrep(tablet/iPad) educall CME caregiversample servicectr nursepromosms patadherence pharmacist

hospitalhealthinsurgovernmentsctreat

eDetail eMedEd eCME wikipediaeNewsletter eMSL onlineconftp onlinemdnetweMailRep webcast banners onlinemedjournteledetailing smartphapp websitesctp KOLwebinartwitter eNewslettersctp websitepatassocwebsite ePrescribing websiteprofassoc

websitehealthauth

Earned

Offline

Online

OwnedPromo OwnedMed+Serv Paid

©AcrossHealth29

Channel Catalogue

>50ChannelsCovered


Multi-Channel Equivalence Maps

All values shown are illustrative only

ImpactisrescaledtoallowdirectcomparisonwiththeRep(MCQPromo)orwithaMedicalMee/ng(MCQ

Medical)

Thegraphsandtablesaresimilartoperformancemaps,buttheRepisALWAYSsetat1.00


Calcula/ngMCQImpact:Step1:rescalingputstheRepasareference

baseline 1.00

Impact Score

Example: Impact: Rep = 6.0 eNewsletter = 4.5 MCq impact of eNewsletter = 4.5/6.0 = 0.75

0.75

0.61

6.0 4.5

3.7

Rep

eNews

TV

7.3 1.21 KOL

MCq impact

illustrative

©AcrossHealth31


Calcula/ngMCQImpact:Step2:interpola/on“opensup”thescale

baseline 1.00 0.35

0.00

1.71

MCq

Theinterpola1onresetsthelowestimpactvalue(usuallyTVadver1sing)asanewzeropointThiscompensatesforarespondent’stendencytoavoidlow(andhigh)valuesAsaresult,asimplelinearinterpola1onformulaallowsto“openup”thescale

illustrative

©AcrossHealth32


Controlgroups

•  Representa/vesamplesizedependsontotaltargetaudience•  3rdpartyfullfilmentshouldenableexclusionofgroupmembers(uniqueHCPID?)•  Post-campaignanalysisofcosteffec/veness,∆diagnos/cknowledge,…

33

Target audience

Reponly

MConly

Nopromo

Blended promo

©AcrossHealth


Establishbaseline

•  Onlinesurvey/Callcenterforselectedmarket(s)•  NPSapproachforbrand,companyandchannel(campaign)•  Measurediseaseawareness&diagnos/cknowledgethroughqualita/vesurvey

34

X-2months

Baselineassessment

X+6months

KickoffMCPilot XClosingmonth

Interimassessment

Finalassessment

©AcrossHealth


Agenda

1 Introduc/on



4 Crea/ngadashboard

5 Q&A

©AcrossHealth35


Endgoal=BuildingMCcase...

36

Situa/on

LimitedSOV(3rdlinepromo)andlimitedperceivedgrowthpoten/al.Internalcompe//vepressureotherbrands+newcompe/torenteringmarket

KPIs

NumberofMCEquivalents

êêêê

∆diseaseawareness/diagnos/cknowledge

êêêê

Cost/MCQ êêêê

Cross-channelstrategy

Design&executefull-blowncampaign

Focusonbroadreferralbase&currentprescriberstoraiseawareness

Leveragepoints

Brandchoice:improvebrandengagementforcustomersthroughcross-channelDiagnosis&treatmentchoice:improveoverallawarenesss&engagementthroughcrosschannel

Objec/ve

AchievexMCQoveraperiodof1year/cost–x%

©AcrossHealth


BrandChoice

Presenta1on

Origina1on

Evalua1on/Diagnosis

TreatmentChoice

Adherence

Chronic Ruber disease patient seeks professional help

GP Specialist

Misdiagnosed Diagnosed Diagnosed

Ruber-cell blockers other

YOUR BRAND other

Drop-out On-treatment

Chronic Ruber disease patient population

5000 10000

8000 2000

1000

5000

5000

2500

14000

20000

4000

PATIENTJOURNEY


TranslateMCobjec/vesàKPI/targetaudience

MC objective Key target audience KPI Extend reach & create disease awareness to non-visited referrer basis

Non-visited Pediatricians, Ped ENTs, Pediatric surgeons & geneticists

Σ # disease aware HCP Σ # knowledgeable HCP with diagnostic basics (i.e. # HCP linking key symptoms (=ICD9) to Hunter syndrome) NPS program Σ # MCQ (vs. Target) Σ cost/MCQ (vs.Cost/F2F visit

Increase visit frequency & reinforce messaging impact

Visited Pediatricians, Ped ENTs, Pediatric surgeons & geneticists

Strengthen relationship and build loyalty with key targets and loyal prescribers

Prescribing Ped ENTs, Pediatric surgeons & geneticists

NPS brand (Rx intention) NPS company Σ # MCQ (vs. Target) Σ cost/MCQ (vs.Cost/F2F visit

* Cfr. INT MC blueprint

©AcrossHealth38


Agenda

1 Introduc/on



4 Crea/ngadashboard

5 Q&A

©AcrossHealth39


Whatmakesagooddashboard?

©AcrossHealth40

Answerbusinessques/ons

Ac/onable

Accessible

High level of automation / Lowmaintenance



©AcrossHealth41


Ac/onable

•  Arewereachingourobjec/ves?(Commercial,Loyalty,Centricity,Leveragability)

•  Areoureffortsinlinewithwhatwewanttoachieve?

•  Makethenumberstellyourstory

Accessible




©AcrossHealth42


Ac/onable




•  Insigh~ulforbothopera/onalcampaignmanagementandseniorleadership

•  Howcanithelpusop/miseourfutureefforts?

Accessible




©AcrossHealth43


Ac/onable






Accessible


•  Dashboardsworkbestwhentheytouchalllayersoftheorginiza/on:Theycanbeverypowerfulasacommunica/ontool.

•  Datashouldbeeasytointerpret&understand



©AcrossHealth44


Ac/onable






Accessible


•  Dashboardsworkbestwhentheytouchalllayersoftheorginiza/on:Theycanbeverypowerfulasacommunica/ontool.

•  Datashouldbeeasytointerpret&understand

•  Increaseac/onabilitybyproviding“LIVE”dashboard

•  Avoidrunningbehindthefacts


Let’smakeitprac/cal

•  AssumethefollowingKPIs/Objec/ves:•  WewanttoincreasecustomerReach&Frequency

•  Wewanttoevalutetheimpactandcost-effec/venessofthedifferentchannelsinthecampaign

•  Wewanttoincreasebrandadvocacy

©AcrossHealth45

Reach&Frequency

Impact&CostEffec/veness

Brandadvocacy


Wheredoyoustart?Beginwiththebasics

•  Whichchannelsareincludedandwhatarethebasemeasures•  Whatmeansreach?•  Howdoesitdifferperchannel?

•  Whatarethecomparisons(/dimensions)you’llwanttosee•  Evolu/onover/me ->/mestampedinterac/ons•  Regionaldifferences ->Countrycomponentinyourdata•  HCPSegmenta/on ->Nomina/vedata•  Companysegmen/on ->Nomina/vedata•  Controlgroupsegmenta/on ->Groupsneedtobedefined•  …

•  …willguideyoualreadytowardswhichvisualisa/onsbestrepresentyourKPIs

©AcrossHealth46

Reach&Frequency


Brandadvocacy


Leadstoachannelbreak-down

©AcrossHealth47


Channelbreak-down:Benefits

-  Allowsyoutosettherightexpecta/onsintermsofwhatcanandcannotbemeasured

-  Setsclearexpecta/onsofallpar/esinvolvedonthedatarequirements.Whatyoudon’tmeasure,youdon’ttreasure!

-  Defineupfrontwhichdataresideswhere.Notalltransac/onaldatarequirestobeintheCRM.Adashboardcancombinedatafromvarioussources.

©AcrossHealth48


Step2:Closingthegaps

•  Evaluatewhereprocessescanbeop/mizedtominimizethedataloss:•  Personaliseddeeplinking•  PersonalizeQRcodes•  Trafficsourcetracking•  EventURLs•  Personalcodesonprintedmaterial•  Tagwebs/cks

©AcrossHealth49


Step3:Bringingitalltogether

©AcrossHealth50


MakeyourgraphseasytointerpretExample:Areyouontrackreachingyourdesired#MCQs?

©AcrossHealth51

Whatcouldbeimproved?

Reach&Frequency


Brandadvocacy


Areyouontrackreachingyourdesired#MCQs?Howitcouldbe

©AcrossHealth52

Evolution of time + a moving target, showing where you should be taken into account the potential channel impact of the waves still to come will show you how well you are on track in achieving your end target


Howtorepresentfrequency?

©AcrossHealth53


Reach&Frequency


Brandadvocacy

Howmanychanneltoucheshavewebeenabletoachieve


HowtorepresentfrequencyHowitcouldbe

©AcrossHealth54

#HCPswithxcross-channelinterac/ons

Target

13%

27%

19%

36%

2%0,3% 0,1% 0,09% 0,03%

#channels

#HCPswithxcross-channelinterac/ons

Target

440

900

640

#channels


What’stheeffec/venessofyourchannels?

©AcrossHealth55


Reach&Frequency


Brandadvocacy


What’stheeffec/venessofyourchannels?Howitcouldbe

©AcrossHealth56

Comparing the number of MCQs achieved with the actual cost of the channel, will allow you to calculate the Cost per MCQs; an indicator of the effectiveness of a channel.


Howcanwerepresentbrandadvocacy

©AcrossHealth57

Reach&Frequency


BrandadvocacyWhatcouldbeimproved?

-50

1521


HowcanwerepresentbrandadvocacyHowitcouldbe

©AcrossHealth58

Reach&Frequency


Brandadvocacy

-50

1521

NPS=%Promoters-%Detractors


Howmagnificentareyou?

©AcrossHealth59


Agenda

1 Introduc/on



4 Crea/ngadashboard

5 Q&A

©AcrossHealth60


Ques/ons?

©AcrossHealth61

Healthcare

Impact measurement: from counting numbers to actionable insights