Across Health Digital Barometer Spain 2012
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Transcript of Across Health Digital Barometer Spain 2012
Digital Barometer
for life sciences Spain
“
Across Health’s Digital Barometer Know which way the wind blows!
9/11/2012 Across Health Digital Barometer 2012 2
Fonny Schenck
Managing Partner, Across Group
CEO, Across Health
For several years now, Across Health has been running a unique digital
landscape survey among life sciences leaders in EMEA. This year’s edition
of the Digital Barometer has taken, next to a global perspective with
exclusive results from Europe, US and China, also a deep dive into the
Spanish market . It gives you a 360°view on the status, challenges and
future of “The New Normal” in life sciences, i.e. when digital communication
is no longer new, but is the norm.
I’m convinced you’ll find these results inspiring and trust they will help you
reach the next level...
Thanks again for your participation
and enjoy our hot-off-the-press findings!
Table of contents
• Executive summary
• Key survey statistics
• Current adoption of digital • Benchmark against competitors
• Digital satisfaction
• Most common eTactics
• Key challenges • Key bottlenecks
• Digital understanding
• The future of digital in life sciences • Top priorities for digital
• Digital marketing, sales & medical budgets
9/11/2012 Across Health Digital Barometer 2012 3
Executive summary
9/11/2012 Across Health Digital Barometer 2012 4
Executive summary
“It’s not about being
digital anymore, it’s now
about being clever with
digital.”
Peter Hinssen
• Overall, digital adoption levels are perceived to
be behind those of other industries in Spain
• Standard websites are still most often used,
although there is a clear acceleration of more
innovative tactics such as mobile and social. Also
self-service HCP portals are popular in Spain.
• In general, satisfaction levels for current digital
activities are low
• Future priority is put on cross-channel
programmes which points to a more mature use.
• Digital spent is low in Spain and even lower
when compared to EMEA spent.
• ROI questions, regulatory issues, lack of internal
knowledge and digital strategy are seen as most
important hurdles
9/11/2012 Across Health Digital Barometer 2012 5
9/11/2012 Across Health Digital Barometer 2012 6
Key survey statistics
9/11/2012 Across Health Digital Barometer 2012 7
Key survey statistics
• 392 respondents from life sciences companies
completed the online survey between mid May
and August 2012, of which 52 Spanish
respondents
• Industry spread Pharma, Biotech, OTC companies, Medical devices
• Geographical spread Europe, Middle East & Africa (EMEA). This report
contains a subanalysis for Spain
• Local vs international spread Global, regional, national / local
• Functional spread Marketing, Medical, Sales, Digital, IT, CRM, other
9/11/2012 Across Health Digital Barometer 2012 8
Most respondents come from pharma
9/11/2012 Across Health Digital Barometer 2012 9
77%
8%
6%
2%
2%
6%
Pharmaceutical company
Medical devices company
Technology provider
Biotechnology company
OTC company
Others
Majority of the respondents is working nationally/locally, 14% work
at a regional or global level
9/11/2012 Across Health Digital Barometer 2012 10
National / local 87%
Regional 4%
Global 10%
Functional Spread
9/11/2012 Across Health Digital Barometer 2012 11
50%
40%
10%
8%
6%
4%
8%
Marketing
eBusiness/Digital
Sales
CRM
IT
Medical
Others
Marketing and Digital/eBusiness represent 90% of all answers
Current adoption
9/11/2012 Across Health Digital Barometer 2012 12
• Benchmark against other industries and competitors
• Digital satisfaction
• Most common eTactics
Current adoption of digital
• The gap with other industries remains.
• Digital initiatives geared towards HCPs are
generally considered more competitive than
those targeted towards Patients. This is the
opposite of what we see for the EMEA region.
• Less than 1 out of 3 respondents is satisfied
with current digital activities.
• Most commonly used digital tools are classic
eMarketing initiatives, specifically the
product/disease/company website triangle.
• Emerging channels like social media and
particularly mobile marketing are rising rapidly –
Also HCP self-service portals seem to be
popular in Spain. eRep and eMSL remain small.
9/11/2012 Across Health Digital Barometer 2012 13
“The great thing in the
world is not so much
where we stand, as in
what direction we are
moving.”
Oliver W. Holmes
60% rate their company to be behind other leading industries when it
comes to optimizing the use of internet
9/11/2012 Across Health Digital Barometer 2012 14
2%
29% 31%
23%
13%
2%
No opinion Far behind Behind Average Ahead Far ahead
60%
Digital vs other industries
How would you rank your company versus other leading industries
in optimally leveraging the internet?
This is comparable to the EMEA results
How would you rank your company versus other leading industries
in optimally leveraging the internet?
9/11/2012 Across Health Digital Barometer 2012 15
Digital vs other industries
1% 2%
31% 29%
30% 31% 28%
23%
7%
13%
3% 2%
EMEA Spain
No opinion Far behind Behind Average Ahead Far ahead
9% 15%
Note: EMEA: Europe, Middle East & Africa
Digital Strategy in the New Normal
9/11/2012 Across Health Digital Barometer 2012 16
Peter Hinssen
Chairman, Across Technology
Author of the best-selling “The New Normal”
Once we cross over into the times where digital is the New Normal, the way we interact with our customers will change completely. The worst mistake you could make is to take your existing analog interaction patterns with customers and transfer them to the web. Don’t transfer, but re-think. It’s all about intelligence. It’s all about the contact, it’s all about “you”. As the master of marketing, Philip Kotler, once said: “Marketing takes a day to learn. Unfortunately it takes a lifetime to master.” You’ve got a couple of years, max.”
“
How would you rank your company versus your competitors in using digital marketing
initiatives targeted at healthcare professionals?
8%
4%
23%
31%
23%
12%
No opinion Far behind Behind Average Ahead Far ahead
1 out of 3 rank their company ahead of competition in using digital
marketing towards HCPs
35%
9/11/2012 Across Health Digital Barometer 2012 17
HCPs
6%
10%
40%
27%
13%
4%
No opinion Far behind Behind Average Ahead Far ahead
In terms of consumer / patient-driven digital marketing initiatives, only
17% ranks their company as being ahead of competition
9/11/2012 Across Health Digital Barometer 2012 18
17% Patients
How would you rank your company versus your competitors in using digital marketing
initiatives targeted at consumers/patients?
The level of digital competitiveness regarding HCP activities is higher in Spain
than at EMEA level
How would you rank your company versus your competitors in using digital marketing
initiatives targeted at HCPs OR consumers/patients? (% ahead + % far ahead)
9/11/2012 Across Health Digital Barometer 2012 19
9%
35%
19% 17%
0%
20%
40%
EMEA Spain
HCP Patients
28%
52%
Note: EMEA: Europe, Middle East & Africa
The iPad (r)evolution
9/11/2012 Across Health Digital Barometer 2012 20
For long, we all have been using legacy CRM systems and some of us have even
tried out tablet computers in day-to-day calls. It almost started to seem normal
practice to work with the slow and heavy tools we had. But then the iPad (and cloud
computing) took us all by surprise.
Still today, almost weekly companies are approaching us with the same question:
“We just bought iPads... how do we go beyond the rapidly waning novelty factor –
and PDF detail aids?” And this is only the start...
Indeed, the iPad holds a lot of promise for integrated cross-channel approaches. But
the tool itself is already being commoditized... If done well, interactive detailing can
quickly become the main gateway for reps and their customers to access the
company’s whole multichannel service offering. In that scenario, the iPad can
completely change the way we have been doing business for decades in
just a few years... If not, it will be just another technology-led hype... and
the track record of pharma is not really strong in this area!
“
Pat Thistlethwaithe
Managing Director, USA
Only 29% of respondents are satisfied with their current digital activities
9/11/2012 Across Health Digital Barometer 2012 21
On a scale from 0 to 5, how satisfied are you with your current digital activities?
Extremely
Satisfied Extremely
Dissatisfied Average
score 2,8
2%
13%
21%
35%
23%
6%
0 1 2 3 4 5
29%
9/11/2012 Across Health Digital Barometer 2012 22
On a scale from 0 to 5, how satisfied are you with your current digital activities?
AVG. Score
2,6
2,8
2
1
13%
13%
21%
28%
35%
41%
23%
15%
6%
0% 20% 40% 60% 80% 100%
Spain
EMEA
0 1 2 3 4 5 Extremely
Satisfied
Extremely
Dissatisfied
2%
Although still low, digital satisfaction levels are higher in Spain (29%)
than for EMEA (17%)
Note: EMEA: Europe, Middle East & Africa
90%
73%
73%
69%
69%
65%
56%
46%
42%
40%
37%
37%
27%
17%
12%
10%
4%
13%
6%
12%
6%
10%
10%
27%
15%
37%
27%
19%
27%
15%
10%
17%
4%
8%
17%
17%
17%
21%
33%
27%
40%
23%
31%
40%
38%
58%
69%
63%
2
6%
4%
2
8%
1
2
2
6%
3
8%
3
10%
10%
Company website
HCP self-service portal
Disease website
Product website
Online MedEd
eMail marketing
Web Banners
Social media
SEO
Mobile marketing
Tablet eDetailing
SEA
Web conference
Virtual eDetailing
eRep
eMSL
Often / Standard practice Pilot planned or ongoing
Never Do not know / NA
Top eTactics used in:
Spain
9/11/2012 Across Health Digital Barometer 2012 23
9/11/2012 Across Health Digital Barometer 2012 24
13%
42% 42%
24%
63%
48%
40%
46%
73% 69%
40%
73%
37%
27%
0%
20%
40%
60%
80%
Social media HCP self-service portal
Online MedEd Mobilemarketing
Diseasewebsite
TableteDetailing
Webconference
EMEA Spain
Note: EMEA: Europe, Middle East & Africa
* Percentages indicate tactics that are “Often / Standard” practice.
Overview of biggest differences observed in tactics adoption
between Spain and EMEA
eRep and eMSL require thoughtful management
9/11/2012 Across Health Digital Barometer 2012 25
The traditional business model in pharma is waning. The role of the
sales force is being redefined and their tools modernized, as iPad
detailing and remote live customer interactions, a.k.a. eRep and eMSL,
are being introduced. As opposed to the amount of attention iPad
detailing currently gets, the more disruptive and potentially more
impactful remote approaches are still only used by a limited group of
early adopters.
Indeed, introducing remote detailing requires more courage,
investment and change management. Our experience teaches us that
it is truly about changing the business model step by step – any other
approach will quickly fail and die, leaving behind a wound in the
organization that is hard to heal.
“
Patrick Vidal
Managing Director, France
Finally, in the mobile space, “beyond the pill” still seems a far cry from
reality… CME apps are most commonly developed; the promising
monitoring tools seem to be the hardest
MOBILE: What apps / tactics do you develop or have developed?
9/11/2012 Across Health Digital Barometer 2012 26
35%
31%
29%
29%
25%
23%
17%
15%
10%
10%
4%
21%
CME
Product info / updates
Diagnostic tool
Treatment guidelines
Dosage calculator
Medical news / article updates
Mobile website
Adherence / compliance tracker
Symptom tracker
Remote monitoring of patients
Others
None
Key challenges
9/11/2012 Across Health Digital Barometer 2012 27
• Key bottlenecks
• Digital understanding
“When you're finished
changing, you're
finished.”
Benjamin Franklin
Key challenges
• ROI, Regulatory or legal issues and lack of
internal knowledge are the main challenges for
Spain.
• Lack of a clear digital strategy is seen as an
overall issue
• Lack of budget could become a hurdle to really
reach the turning point for digital in Spain
• Over 1/3 of respondents feel they have
insufficient knowledge of online opportunities for
their business activities.
9/11/2012 Across Health Digital Barometer 2012 28
9/11/2012 Across Health Digital Barometer 2012 29
23%
17%
17%
13%
6%
6%
6%
6%
2
2
2
10%
17%
19%
23%
13%
6%
4%
2
2
2
15%
10%
6%
19%
2
2
2
8%
10%
4%
4%
2
12%
ROI questions
Regulatory or legal issues
Not enough internal knowledge in this area
No clear eBusiness strategy
No budget
No senior management support
Healthcare compliance concerns
Customers are not ready
No headcount to support this
No expert agencies with pharma background available
Pharmacovigilance issues (adverse event reporting etc)
Others
N/A
Most important Second most important Third most important
Spain
The 3 primary bottlenecks for digital in Spain are ROI questions, regulatory issues
and lack of internal knowledge in this area. Also a lack of clear digital strategy
makes it to the top
2%
13%
21%
38%
25%
Totallyinsufficient
Insufficient Betweensufficient
andinsufficient
Sufficient More thansufficient /
expert
Over 1/3 of the Spanish respondents reports being inconfident about their
knowledge of digital opportunities for pharma
Do you feel that you have sufficient knowledge of all opportunities offered by the internet for
your business activities?
9/11/2012 Across Health Digital Barometer 2012 30
Internal knowledge
63%
Setting up the multichannel organization
9/11/2012 Across Health Digital Barometer 2012 31
Patric Jarchow
Managing Director, Germany
When organizing your company for integrate cross-channel and customer
centric approaches, a lot of small and big steps need to be taken, and
sometimes retaken.
Zero-based definition of the channel mix, upgrading the CRM platform for true
360° CLM, introducing new sales tools, training & change management,
synchronizing sales-marketing-service-medical teams, investing in customer
analytics, building the required digital infrastructure, defining new policies and
processes, ... It requires considerable vision, experienced people and a
willingness to keep moving forward.
The production agencies of the past – who recently acquired digital
capabilities – are no appropriate partners to take along in this transformation.
We believe in multichannel, and we’ve been there. Have a look at our website
and give us a call!
“
The future of digital in life sciences
9/11/2012 Across Health Digital Barometer 2012 32
• Top priorities for digital
• Digital marketing, sales & medical budgets
“My interest is in the
future because I am
going to spend the rest
of my life there.”
Charles F. Kettering
• Cross-channel marketing mix optimization is
the top priority for most. Strategy development and
impact measurement/dashboarding immediately
follow.
• Currently, digital initiatives capture only a small
percentage of the total marketing budget. For
medical and sales this is even lower.
• 3 out of 4 believe the digital budget will increase
– but only moderately (and still too slowly to really
change something). Meanwhile, the majority
believes that the overall marketing budget will
either remain the same or decrease.
9/11/2012 Across Health Digital Barometer 2012 33
FUTURE OF DIGITAL
The future of digital
in life sciences
Overall, cross-channel marketing optimization and digital strategy
development are seen to be the most important digital priorities
What are priorities in your organization regarding DIGITAL?
9/11/2012 Across Health Digital Barometer 2012 34
17%
17%
16%
16%
13%
10%
9,5%
Cross-channel marketing mix
optimization
Strategy development
Impact measurement / reporting /
dashboarding
Full-scale execution of tactics
Training
Assessing landscape trends
Best practice sharing
FUTURE OF DIGITAL
18%
15%
13%
13%
11%
7%
Cross-channel marketing mix optimization
Strategy development
Impact measurement / reporting /
dashboarding
Full-scale execution of tactics
Training
Best practice sharing
Assessing landscape trends
17%
17%
16%
16%
13%
9.5%
10%
EMEA Spain
Digital priorities setting for Spain seems to be in line with the EMEA
results
9/11/2012 Across Health Digital Barometer 2012 35
22%
FUTURE OF DIGITAL
Note: EMEA: Europe, Middle East & Africa - NA: North America - CH: China
Rethink the marketing mix
9/11/2012 Across Health Digital Barometer 2012 36
“
Charles MacKinnon
Managing Director, UK
When reading the Digital Barometer results, it strikes and delights me that
this year’s top priority regarding digital is the redefinition of the cross-channel
marketing mix.
It is truly essential to rethink the cross-channel mix, as it is only when you
visualize your optimal mix from the eye of your customers, calculate budgets
and resources accordingly, and redesign your customer-facing activities, that
you will be able to lead the required change, generate true business impact...
and create a virtuous circle of success.
Even if the large cross-channel breakthrough may not come before
2013-2015, visualize it today and plan for the near future. It will be a
helpful map in your exciting journey in the “New Normal”...and any
procrastination is to be avoided – your competitors have the same
priority!
Less than 10% of overall marketing budget is spent on digital initiatives
If you oversee a product budget (marketing), which percentage of it is allocated to digital
initiatives THIS YEAR?
9/11/2012 Across Health Digital Barometer 2012 37
17% 13%
0%
7% 3%
less than 5%
5% to 10%
11% to 15%
16% to 20%
21% to 25%
more than 25%
Digital marketing
Average
9,1%
FUTURE OF DIGITAL
60%
Compared with EMEA, Spain has some catching up to do when it comes
down to allocating marketing budget to digital initiatives If you oversee a product budget (marketing), which percentage of it is allocated to digital
initiatives THIS YEAR?
9/11/2012 Across Health Digital Barometer 2012 38
Digital marketing
9%
17%
36%
60%
22%
13% 17%
0%
7% 7% 9%
3%
EMEA Spain
less than 5% 5% to 10% 11% to 15% 16% to 20% 21% to 25% more than 25%
Average
9,1% Average
14,8%
FUTURE OF DIGITAL
Medical budgets do not prioritize digital initiatives. Digital is however
slowly taking off
If you oversee a product budget (medical), which percentage of it is allocated to digital
initiatives THIS YEAR?
9/11/2012 Across Health Digital Barometer 2012 39
44%
50%
6%
0%
less than 5%
5% to 10%
11% to 15%
16% or Above
Digital medical
Average
4,8%
FUTURE OF DIGITAL
Similarly, digital sales budgets are also quite low, but on the rise
If you oversee a product budget (sales), which percentage of it is allocated to digital initiatives
THIS YEAR?
9/11/2012 Across Health Digital Barometer 2012 40
Digital sales
33%
5%
0%
less than 5%
5% to 10%
11% to 16%
17% and Above
Average
4,6%
FUTURE OF DIGITAL
62%
How do you think your overall marketing budget and digital budget will evolve?
9/11/2012 Across Health Digital Barometer 2012 41
12%
33%
52%
4% 2% 2%
27%
58%
6% 2% 4%
Decrease>25%
Decrease<25%
Stay thesame
Increase by<20%
Increase by21% to 50%
Increase by>50%
Will morethan double
Overall
Digital
Only 4% reported that the general marketing budget will increase, while
70% of respondents foresee an increase of their digital budget
FUTURE OF DIGITAL
Life sciences spending on digital
9/11/2012 Across Health Digital Barometer 2012 42
In terms of digital budget in life sciences, we’ve come a long way. Still, a
14,1% digital marketing budget is nothing more than a “good start”, even
despite the double-digit yearly growth from a low base...14.1% is not at all
reflecting the true potential of the new channels and customer expectations!
The companies that are really changing the game tend to be the ones that
are forced to. Only if resources need to be reallocated to other products or
traditional approaches do not cut it anymore, bold moves towards a
multichannel approach are made.
My question is: why do we wait for circumstances to get critical to review the
way we spend our marketing-sales budgets? Why don’t we embrace the
New Normal and really rethink the way we do business from the customer’s
perspective?
“
Eva Velasco
Managing Director, Spain
Final thoughts
9/11/2012 Across Health Digital Barometer 2012 43
9/11/2012 Across Health Digital Barometer 2012 44
So will 2013 go on record as the first year in the New Normal?
“ Some Barometer trends could certainly tempt me into answering with a strong “YES”.
Indeed, there are several positive signs for a higher level of cross-channel maturity:
the importance of internal knowledge/resources is on the rise, budgets are increasing
and cross-channel marketing and robust execution are seen as key priorities.
On the other hand, the limited overall spend on digital, the incessant focus on ROI,
the strong focus on ipad detailing (which is already becoming a commodity and not
solving some bigger issues), the product-centric approach to mobile and the limited
overall knowledge, despite many well-intended training efforts and pilot projects, lead
me to say: probably not until 2014...
Nevertheless, many enlightened teams and greenfield companies will continue to
lead the way and change the game...good luck on your journey towards the New
Normal! Beverly Smet
VP Europe South Across Health
About Across Health
8/5/12 Across Health Digital Barometer 2012 45
COMPANY
• 60+ strong consultancy
• Focus on innovative customer-centric approaches
(e-powering traditional channels– “fusion”)
• From insight to innovation strategy, integrated execution
& impact measurement
• Unique offering in the industry
• 35+% CAGR since the start (2007)
CUSTOMERS
• Pharmaceuticals
• Devices & Diagnostics
• Hospitals
• Patient & Professional Associations
INTERNATIONAL EXPANSION ONGOING
• Head offices in Belgium (Ghent)
• Offices in Spain, France, UK, Switzerland, Netherlands,
Nordics, Germany, New Europe, China, Australia and US
Extensive experience at regional/global level
AND
local execution power
02 03
04 01
Innovation Integrated execution
Impact
Insight
How do we play?
The 4 Is
We measure the impact of the new
strategy using dashboards, KPIs,
… and create best-practice
documents/tools.
We summarize key trends, best
practices and benchmarks - also
from related and other industries -
and compare them to your current
situation.
We handle the project from A to Z as well as supporting in related activities such as change management, process & organizational development, design,
training of sales reps, etc.
We come up with a 2-3 year
innovative, balanced and integrated
roadmap and strategy for the
program that builds on the strenghts of
your existing channels.
9/11/2012 Across Health Digital Barometer 2012 46
Execute
We advocate a balanced approach
11-9-2012 Across Health - Introduction 47
Enhance Experiment
• Dashboards
• Customer experience
• Online marketing
• Personalization
• Search engine
optimization
• Social media
optimization
• …
• Mobile strategy &
tactics
• Social strategy &
tactics
• PHR/EHR strategy
• Innovation pilots
• (on-site) programme
management of large-
scale projects: cross-
channel projects,
teledetailing, self-
service portal, …
Some of our key references
9/11/2012 Across Health Digital Barometer 2012 48
Our international footprint
9/11/2012 Across Health Digital Barometer 2012 49
Contact Details
These results have been compiled by Jeroen Corthout & Fadi Baddur
For any question, mail to [email protected]
Make sure also to check out our fields of expertise on
www.a-cross.com/health
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.