Cross-channel Navigator 2.0 for GPs

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

http://bit.ly/1NCO9z8

http://bit.ly/1NCO9z8

AH key numbers 2014


• 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


Agenda

• Navigator Basics

• Navigator 2.0: taking the data further

• Case Study

• Q&A


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 ?


Key Metrics


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


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


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


Agenda



• Case Study

• Q&A

We will share REAL DATA from a variety of GP markets


Note: we have many other specialties available in Navigator

1.0 format, with still others being developed in 2.0 format


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



A


Digital reach is about 32% for promo,

11% for educational


Overall, digital preferences are met for promo, but a major gap

exists for educational

Frequency


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


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



“Overall, how satisfied are you with Pharma’s

digital offering?” D

Appreciation



Companies: Appreciation Scores


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%


We also asked GPs to identify Digital Leaders in key Therapy Areas


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


Clients can access and

query the key analyses of the

data they bought in a cloud-based environment


Time series based, ad hoc analyses are

now possible for the GP market


• 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


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…


Agenda



• Case Study

• Q&A

Objective


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


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


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)


“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


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


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


Results: reaching all GP groups 45% of non accessible GP’s


26%

29%

45%

Accessible Limited Accessible Non Accessible

Results: # unique GP’s per MCQ segment 1010 high engaged GP’s (>2 MCQ)


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

20

42

01

20

5

20

12

06

20

12

07

20

12

08

20

12

09

20

12

10

20

12

11

20

12

12

20

13

01

20

13

02

20

13

03

20

13

04

20

13

05

20

13

06

20

13

07

20

13

08

20

13

09

20

13

10

20

13

11

20

13

12

20

14

01

20

14

02

20

14

03

20

14

04

20

14

05

20

14

06

20

14

07

20

14

08

20

14

09

20

14

10

20

14

11

20

14

12

20

15

01

20

15

02

20

15

03

MS

% in

pac

ks (

mq

t)

ALVESCO

BECLOFORTE

BECLOMETASON

BUDESONIDE

BUDESONIDE NOVOLIZER

FLIXOTIDE

PULMICORT

QVAR

Kickoff project MCM launch

Maintaining

marketshare

at 50%


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)



Agenda



• Case Study

• Q&A

Feel free to contact us!


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.

Date post:	26-Jan-2017
Category:	Healthcare
Upload:	across-health
View:	554 times
Download:	0 times

Cross-channel Navigator 2.0 for GPs

Healthcare