Preparing for the era of predictive customer intelligence

28/09/2017Proprietary and Confidential Information© Across Health 1

Webinar: Preparing for the era of predictive customer intelligence

28 September 2017


Ground rules

• This webinar will take around 40 minutes, followed by questions

• You can submit questions at any time via the “Ask a question” tab. Questions will be answered at the end of the webinar.

• Please give us your feedback!

• Rate the seminar (“Rate this” tab)

• If you would like to have a follow up discussion on any of the concepts we discussed, please complete the short survey in “Attachments” tab.

• The webinar will be recorded and made available immediately after this session on both the BrightTalkplatform and our dedicated website page: http://www.a-cross.com/health/events/predictive-analytics

http://www.a-cross.com/health/events/predictive-analytics


Agenda

1 Introduction

2 Measuring success: The Across Health way

3 From reactive performance monitoring to proactive steering

4 Case study

5 Q&A


Our mission

Across Health is a trusted advisor to senior leaders of innovative multinational

healthcare organizations.

With a focus on customer engagement in the digital age, we partner with

our clients to design, develop, execute and measure digital-second

strategies and companywide digital readiness programmes – for the short, medium and long term.


Team of 50+ consultants

Projects for 30+ pharma groups

Offices in 7 markets, projects in over 10

45+% in customer insight and strategy

Channel affinity of 15,000+ HCPs, patients

and payers (Navigator)

20+% revenue CAGR since 2008

Across HealthKey numbers

2017


1%

4%

4%

5%

6%

8%

9%

14%

15%

16%

18%

N/A

Other (please specify)

No expert agencies with multichannel pharma background…

Customers are not ready

No senior management support

No budget

No headcount to support this

No clear digital strategy

ROI questions

Not enough internal knowledge

Regulatory / legal / Healthcare compliance issues

Pharma companies still struggling with ROI questions

Please allocate 100 points over these potential bottlenecks for digital in your organization (highest number = biggest hurdle)


What can we expect ?Still less than 20% of European respondents are very comfortable with measuring impact –and measuring HCP engagement is at a three-year low

13%

9%

17%

40%

47%

46%

32%

30%

24%

15%

15%

13%

Good mix qualitative & quantitative KPIs

Measure hcp engagement

Measure results of all channels

Completely agree Somewhat agree Somewhat disagree Completely disagree

Please rate your level of agreement with each of the following statements based on the scale below


Rather light a candle than complain about the darkness

Chinese Proverb


Agenda

1 Introduction



4 Case study

5 Q&A


Quiz

QUIZ


How do you measure campaignsuccess in a multichannel world?


The program manager:

“# unique web visitors”

« Average time on page »

« Email open rate (%) »« CTR (%) »

« # live webinar participants »



The senior executive:“Return on investment (ROI)”

“+Sales growth”

“𝝙market share”“Cost effectiveness”



Putting it into perspective…the FMCG approach

Direct, Channel effects Indirect, Brand effects

Quantitative & behavorial effects

Qualitative & communication effects

REACH & ADVOCACY

ENGAGEMENT CONVERSION

EFFECTIVENESS


Reach and advocacy




# emails opens

# click-throughs

# web visits

# contacts

# referrals


EFFECTIVENESS


Visits over time Traffic sources

Top keywords on which your site is findableIllustrative data


Engagement



Channel acceptance

NPS

Clarity of message

AttractivenessCONVERSION

EFFECTIVENESSREACH & ADVOCACY



The Customer Impact Tracker survey allows you to:• Trigger a minisurvey after a

visitor has completed a particular flow

• Ask questions to visitors that have experienced your website


Conversion



ENGAGEMENT

Brand awareness

Disease awareness &

diagnosis

Rx intent

NPS brand

NPS company

EFFECTIVENESSREACH & ADVOCACY



A word on net promoter score (NPS)

Are you kidding me? Mmh? YES!

Detractors Passives Promoters

Source: F. Reichheld (2006)


Effectiveness




ROI

Sales & MS

Cost effectiveness

€ / MCQ

REACH & ADVOCACY



The cost-efficiency dimension

X X = € MCQ

IMPACTREACH FIXED AND VARIABLE COSTS


Some channels with a high fixed cost are less suitable for small target audiences

Cost/MCQ is a good measure to create an efficient mix


1 Introduction

2 Measuring success: The AH way


4 Case study

5 Q&A

3.1 Plan & Execute using MCQ

3.2 Spot & Sell: Lead generation

3.3 Predict


MCQMultichannel equivalence (MCQ) concept

• 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


Channel CatalogueOwned Promo Owned Med+Serv Paid Earned

Off

line

On

line

Promo call

DM

Fax

Newsletter

Rep

Rep (tablet/iPad)

Sample

Promo SMS

>50ChannelsCovered

Int Sc Meeting

Local Sc Meet

MSL

Meded

Phase IV

Edu Call

Service Ctr

Patient Adherence

Ad

Booth

TV Ad

Med Journ

Int Conf

CME

KOL

Colleague

Prof Assoc

Patient

Pat Assoc

Caregiver

Nurse

Pharmacist

Hospital

Health Insur

Government

Sc Treat

eDetail

eNewsletter

eMail Rep

Teledetailing

Twitter

Website

Wikipedia

Online MD Netw

Online Med Journ

KOL Webinar

Website Pat Assoc

Website Prof Assoc

Website Health Auth

eMedEd

eMSL

Webcast

Smartph App

eCME

Online Conf Tp

Banners

Website Sc Tp

eNewsletter Sc Tp

ePrescribing


Key Metrics

“which channels have you encountered in the

past 3 months?”

For impact, each individual channel is only presented to those who tick that channel in the reach question.

“to what extent do these channels influence your

treatment decisions”


Each Channel Displayed Within a Performance Map

All values shown are illustrative only

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

REA

CH

REA

CH

REA

CH

IMPACT

IMPACT

IMPACT

Make performance selections

Make channelselections

Identify high influence potential


Calculating MCQ Impact:Step 1: rescaling puts the Rep as a reference

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 1.21KOL

MCq impact


Calculating MCQ Impact:Step 2: interpolation “opens up” the scale

baseline 1.00

0.35

0.00

1.71

MCQ

The interpolation resets the lowest impact value (usually TV advertising) as a new zero point

This compensates for a respondent’s tendency to avoid low (and high) values

As a result, a simple linear interpolation formula allows to “open up” the scale


Multi-Channel Equivalence Maps

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

All values shown are illustrative only


…50+ channels

But HOW to compare?

MCQ(MultiChannel

eQuivalence)

Big/medium/small apples

But all APPLES1 MCQ =

1 multichannel equivalent =

the impact of 1 face to face call by a rep


ExampleTOTAL MCQSCONTACTSAPPROACHES

1.000 510(1.000 x 51%)

184(510 x 0,36)

1.000 340(1.000 x 34%)

197(340 x 0,58)

REACH

51%

34%

65%

MCQ/CONTACT

0,36

0,58

1,001.000 650(1.000 x 65%)

650(650x 1,00)


Solid benefits in both planning as in the execution phase of your campaign

• Monitor & streamline the campaign

• Unique, straightforward performance metrics (# MCQ achieved, cost/MCQ) to evaluate campaignperfomance and individual channel contribution

PLANNING EXECUTION

• Sound channel decisions & construction of campaign based upon simulated impact

• Optimize resource allocation


1 Introduction



4 Case study

5 Q&A



3.3 Predict


Lead scoring + Lead profiling = Lead qualification

“Lead scoring is the method of prioritizing leads based on their past interactions, helping sales & marketing teams to better target their

customers, thereby increasing efficacy & efficiency”

“Lead profiling is the method of comparing your lead to your perfect customer based on past interactions and information you collect aboutthem, allowing you to segment your customers into behavioural groups

and/or on their potential”

------------------

E.g.: A GP in a small practice with a very high leadscore maybe of less importance than a specialist in a large hospital

with the same score


Lead qualificationWhy should it matter to me?

• Lead scoring makes sense when…

• You want to enlighten your fieldforce with additional targeting information

• You want to be more effective in bringing your messages across

• You want optimize/prioritize messaging through high-end channels (e.g.: callcenter)

• It’s the logical next step into becoming a data-driven organisation

• Puts your data to work

• A next step away from aggregate reporting

• Helps (re)evaluating channel impact

• Stepping stone towards predictive analytics


Lead qualificationHow it works

• Scores are attributed based on lead interactions (Frequency):• Opening an email• Accessing your website• Interacting with content on your website• Attending a webinar• Attending a congress

• Scores can decay when…• The lead is inactive for a certain amount of

time (Recency)• The lead expressed desinterest

• And should be put into context by:

• Applying customer segmentations (Monetary value)


Lead qualificationHow to unlock its potential

For marketeers:

• Interactive leadscoring dashboard• View on detailed interactions• Allows compiling actionable lists (eg:

Follow-up email for those whowatched the MOA video)

For the fieldforce:

• Interactive dashboard• More aggregated activity data• Allows for:

• Call prioritization• Customer intelligence


Lead scoresOther views on the data

-- Sales

-- Lead score

Geographic overlays

Correlation graphs


Lead qualificationDon’t make it too complex

Complex

More data = more analysis opportunities

High level of customization

Complete picture of your customers

High cost of ownership

Requires continuous follow-up

Simple

Interaction grouping makes setup & maintenance easier

Outcomes are easier to explain

Low cost of ownership

Less data = less analysis opportunities

Reduced view on your customer’sbehaviour

+++

+

++

--

--


Lead qualificationAre you ready for it?

Lead scoring, as the terms suggests, only makes sense when scores are generated by & reported on individual leads. As a result, you’ll require a minimum set of customer data.

You can engage into lead scoring when…

Mandatory requirements:• You track your customers on an individual user level (and have the opt-ins!)• You can track your customers across all or most of your channels• You have the capabilities to log & report on different levels of interactions• You can integrate customer data into a lead profiling solution (CRM, BI-tools, Marketing automation tools, ..)

Recommended requirements:• You have an integrated CRM tool• You have sales data which can directly or indirectly be linked with the customer activity data


Evaluate your readiness for lead qualificationThe Across Omnichannel Data Health Scan

• Customer Data:

• CRM availability

• Customer data richness & quality

• Processes & maintenance

• Customer profiling & lead qualification

• Channel affinity & channel acceptance

• Cross-divisional usage

• Measurements:

• Reporting capabilities

• Channel integrations into the CRM

• Measurement standardization


1 Introduction



4 Case study

5 Q&A



3.3 Predict


DATA & INSIGHTS USED TODAY

HIDDEN DATA & INSIGHTS


Predictive AnalyticsFrom predictive guessing to predictive knowing

“Predictive analytics encompasses a variety of statistical techniquesfrom predictive modeling, machine learning, and data mining that

analyze current and historical facts to make predictions aboutfuture or otherwise unknown events”1

1 source: https://en.wikipedia.org/wiki/Predictive_analytics


Predictive AnalyticsWhat’s different from lead scoring?

Lead scoring

• Easy to setup

• Scores per activity based on common sense

• 1 + 1 = 2 approach:All scores add up to a final lead qualificationscore

• Hard to measure the impact of changes to the model

• Works on limited datasets

1 source: https://en.wikipedia.org/wiki/Predictive_analytics

Predictive analytics

• Hard(er) to setup

• Scores per activity based on statisticalcalculations

• 1 + 1 = 3 approach:Analysis calculates the optimal path toimpact

• More data means better analysis, continuously optimizing the model

• Requires large datasets to improve thelead scoring model


Predictive AnalyticsWhat’s different from lead scoring?

Based on behaviour

-

not on perception


Predictive AnalyticsWhen does it become relevant?

Consider predictive analytics when…:

• You have a lot of data:

• Activity data

• Conversion data

• You have a 360 degree view of your customer

• Datagaps weaken the predictive model

• You have the ability to act upon the outcome


The power of the pastMake the model


The power of the pastUse the model


We’re not alone


Salesforce Einstein




Agenda

1 Introduction



4 Case study

5 Q&A


The challenge

• Facing a high prevalent condition, especially in elderly, where surgical intervention is often considered to be too hazardous.

• Clinical evidence exists for

• Positive safety profile

• Reduction in disease effects on patient’s physiology

• Improvement in patient symptoms

• Reduction in hospitalizations for heart failure

• Yet only a fraction of eligible patients were considered for the world's first percutaneous repair therapy.

• Raise awareness around this treatment option and educate physisicians on recognising, identifying andreferring the eligible patients to a treatment center.

• Primary focus on reimbursed markets but overall ambition to reach the entire european population of primary care physicians and broad specturm of specialists involved in cardiology


The approach: 3 steps1. PLAN & EXECUTE: MCQ

• Maximize outreach to target audience in focus markets by recrecruiting HCP into MC program

• Plan & build MC campaign starting from MCQ methodology and leverage crosschannel navigator insights

• Measure & finetune campaign based upon MC dashboard; numbers expressed in terms of accomplishment rate of business objectives

2. SPOT & SELL: LEAD GENERATION

• Combine data from fieldforce efforts and centrally lead events and MC campaign in hollistic dashboard

• RFM-like Scoring/weighing mechasnism; HCP engagement expressed in cold-lukewarm-hot leads

• Identify “next best visit” and feedback to fieldforce by means of dynamic target lists on iPad/laptop/iPhone

• Engagement metrics as call planning asset to sales team

3. PREDICT


Plan & Execute: the multichannel campaign

Integrated, multichannel campaign leveraging 8 channels.

The central online portal as beating heart of the campaign.

Quantitative data captured and centrally stored.

This data was used to set up a lead scoring program – identify the “next best visit”

Where can our customers be found online? Digital ecosystem scan

What channels to they interact with? Crosschannel navigator research

What about the content, context & format? Virtual focus groups

Pla

nn

ing

Executio

n


Plan & Execute

• Dashboa


Spot & Sell: Scoring & SegmentationOur lead scoring algorithm

Reading an email

+0,5Call accepted

+1Read a page on the website

+1

Watch video on website

+2Act upon DM

+3Watch webinar

+3

+20 others


Spot & Sell: Lead generation tool


Results


So why would anyone need predictive analytics?


Predictive Analytics

... is the amount of correct predictions when predicting if a HCP will become a prescriber in the (near) future or not.

94%


Predictive Analytics

... Better than the lead scoring model when it comes to selecting who will become a prescriber.

4,5 X


What’s next

Get to know if and how channels reinforce one another

(1 + 1 = 3)

Discover how many contacts you need to convert a HCP?

Learn the individual impact of each channel

Get insights in what channel sequence is most effective

Target HCPs more effectively in a more efficient way- More for less -


Results


Agenda

1 Introduction



4 Case study

5 Q&A