《Precision AQ：2024生物醫藥企業全渠道營銷現狀報告（英文版）（43頁）.pdf》由會員分享，可在線閱讀，更多相關《Precision AQ：2024生物醫藥企業全渠道營銷現狀報告（英文版）（43頁）.pdf（43頁珍藏版）》請在三個皮匠報告上搜索。

1、R E P O R TTHE STATE OF OMNICHANNELIN BIOPHARMA2024INSIGHTS AND HIGHLIGHTS FROM OUR NAVIGATOR365TMAND MATUROMETERTMRESEARCH2CONFIDENTIAL|Precision AQ,LLC.All rights reserved.THE STATE OF OMNICHANNELIN BIOPHARMA2024HCPLAUNCHBENCHMARKINDUSTRYPAYERTHE STATE OF OMNICHANNELIN BIOPHARMA2024_Navigator365_I

2、ntroduction_HCP_LAUNCHBENCHMARK_INDUSTRY_PAYER_CHANNELS_About us_Contact us2CONFIDENTIAL|Precision AQ,LLC.All rights reserved.Welcome to our latest annual trends report on the state of omnichannel customer engagement in biopharma wehope you enjoy the new look!In this report,we aim to share some of 2

3、024s most interesting insights and trends pulled from our Navigator365 and Maturometer research,to create a unique snapshot of what biopharma and its HCP and Payer audiences have been thinking and doing in the omnichannel space.We look forward to hearing your thoughts!Ruud KooiHCPLAUNCHBENCHMARKINDU

4、STRYPAYERCHANNELSAbout usIntroductionHCP ENGAGEMENTOMNICHANNEL LAUNCH TRENDSBENCHMARK ANALYSISINDUSTRY PERFORMANCEPAYER HIGHLIGHTSCHANNEL METRICSAbout Navigator365TMContact usTHE STATE OF OMNICHANNELIN BIOPHARMA2024EVP,Managing Director Omnichannel SolutionsPrecision AQ The new name for Across Healt

5、h345151823293441433CONFIDENTIAL|Precision AQ,LLC.All rights reserved.THE STATE OF OMNICHANNELIN BIOPHARMA2024HCPLAUNCHBENCHMARKINDUSTRYPAYERTHE STATE OF OMNICHANNELIN BIOPHARMA2024_Navigator365_Introduction_HCP_LAUNCHBENCHMARK_INDUSTRY_PAYER_CHANNELS_About us_Contact us3CONFIDENTIAL|Precision AQ,LLC

6、.All rights reserved.THE STATE OF OMNICHANNELIN BIOPHARMA2024About usAcross Health,along with the entire Precision Value&Health team(of which we have been a part since February 2021),is now unified under one name:Precision AQ.This new brand marks a pivotal moment as it unites Across Health with all

7、other Precision teams under one cohesive identity.Having joined forces with over 1,200 life-science experts,advisors and creatives across 100+diverse fields,we continue to partner with our clients to deliver evidence-based omnichannel engagement strategies while empowering access to life-changing me

8、dicine for 4CONFIDENTIAL|Precision AQ,LLC.All rights reserved.THE STATE OF OMNICHANNELIN BIOPHARMA2024HCPLAUNCHBENCHMARKINDUSTRYPAYERTHE STATE OF OMNICHANNELIN BIOPHARMA2024_Navigator365_Introduction_HCP_LAUNCHBENCHMARK_INDUSTRY_PAYER_CHANNELS_About us_Contact us4CONFIDENTIAL|Precision AQ,LLC.All ri

9、ghts reserved.THE STATE OF OMNICHANNELIN BIOPHARMA2024IntroductionIn recent years,the pharmaceutical industry has experienced major changes in how it engages healthcare professionals(HCPs),with digital and omnichannel strategies becoming central to many companies efforts.In 2023,digital budgets acco

10、unted for almost a third(32%)of marketing allocations an all-time high.However,2024 marked a decline,with digital budgets dropping to 2020 levels(24%).This decrease coincides with a plateau in satisfaction levels,as both pharma staff and HCPs reporting stagnation in their digital engagement experien

11、ces.Additionally,self-reported digital knowledge within the biopharma sector has fallen for the third consecutive year,prompting questions about whether organisations have the expertise to navigate an increasingly digital/omnichannel world effectively.Despite these setbacks,HCP demand for digital an

12、d omnichannel engagement continues to exceed supply.Industry leaders are setting higher standards for systematic,company-wide omnichannel approaches,excelling across online and offline channels.Their success highlights the importance of consistency,integration,and customer-focused strategies in toda

13、ys restricted access environment.The need for robust evidence and strategic benchmarking remains stronger than ever.With budget constraints,aligning investments with,by now,firmly established HCP expectations is vital.And if pharma is going to pursue exciting new technologies like AI it must first e

14、nsure the foundational capabilities are in place.While the challenges are significant,so are the opportunities for companies willing to innovate and prioritise omnichannel consistency.5CONFIDENTIAL|Precision AQ,LLC.All rights reserved.THE STATE OF OMNICHANNELIN BIOPHARMA2024HCPLAUNCHBENCHMARKINDUSTR

15、YPAYERTHE STATE OF OMNICHANNELIN BIOPHARMA2024_Navigator365_Introduction_HCP_LAUNCHBENCHMARK_INDUSTRY_PAYER_CHANNELS_About us_Contact us5CONFIDENTIAL|Precision AQ,LLC.All rights reserved.THE STATE OF OMNICHANNELIN BIOPHARMA20241.Key HCP engagement KPIs2.Channel performance maps3.The digital divide4.

16、HCP satisfaction with biopharmas digital offerings5.Channel affinity:F2F vs non-personal channels6.Use of ChatGPT by UK cardiologists7.The value of AI according to German specialistsHCP engagementPOWERED BYmore information: AQ,LLC.All rights reserved.THE STATE OF OMNICHANNELIN BIOPHARMA2024HCPLAUNCH

17、BENCHMARKINDUSTRYPAYERTHE STATE OF OMNICHANNELIN BIOPHARMA2024_Navigator365_Introduction_HCP_LAUNCHBENCHMARK_INDUSTRY_PAYER_CHANNELS_About us_Contact usHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELSWhen it comes to commercial engagement with biopharma(traditionally achieved largely via the rep visit),aroun

18、d half of specialists prefer an omnichannel approach(defined here as a preference for either digital-only engagement or digital combined with in-person interaction).The demand shifts even higher when we look at medical(educational)engagement.Yet,no more than 5%of specialists are being served by the

19、so-called omnichannel rep(engagement with a rep via remote detailing,email and F2F visits),and the results are even more underwhelming in the medical setting(omnichannel MSL).Finally,despite the majority of specialists viewing biopharma digital as important,satisfaction remains under 50%in most regi

20、ons.Satisfaction levels are similar for the critical launch phase,which is where an omnichannel approach to engagement is arguably even more vital(especially for pre-launch educational activities).So the journey towards a superior omnichannel customer experience with biopharma clearly has a way to g

21、o yet,offering forward-thinking leaders a big opportunity to pull further ahead from the competition.more information: HCP engagement KPIsHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELS7CONFIDENTIAL|Precision AQ,LLC.All rights reserved.THE STATE OF OMNICHANNELIN BIOPHARMA2024HCPLAUNCHBENCHMARKINDUSTRYPAYERT

22、HE STATE OF OMNICHANNELIN BIOPHARMA2024_Navigator365_Introduction_HCP_LAUNCHBENCHMARK_INDUSTRY_PAYER_CHANNELS_About us_Contact usHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELSmore information: the full omnichannel catalogue covers over 50 channels,the following three charts plot a subset of key channels in

23、 order to give a topline view on the channel landscape among specialists in each of our three focus markets in 2024.To assess channel performance,Navigator365 Core data covers reach the extent to which channels have been commonly encountered by HCPs and impact the extent to which channels influence

24、their clinical decision-making.The reach of a particular channel is measured as the percentage of HCPs who encountered that channel in the past 3 months.For those channels they did encounter,HCPs are then asked to give an impact score between 0 and 10.2.Channel performance(US)HCPLAUNCHBENCHMARKINDUS

25、TRYPAYERCHANNELS8CONFIDENTIAL|Precision AQ,LLC.All rights reserved.THE STATE OF OMNICHANNELIN BIOPHARMA2024HCPLAUNCHBENCHMARKINDUSTRYPAYERTHE STATE OF OMNICHANNELIN BIOPHARMA2024_Navigator365_Introduction_HCP_LAUNCHBENCHMARK_INDUSTRY_PAYER_CHANNELS_About us_Contact usHCPLAUNCHBENCHMARKINDUSTRYPAYERC

26、HANNELSmore information: performance(EU5)HCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELSTo assess channel performance,Navigator365 Core data covers reach the extent to which channels have been commonly encountered by HCPs and impact the extent to which channels influence their clinical decision-making.The r

27、each of a particular channel is measured as the percentage of HCPs who encountered that channel in the past 3 months.For those channels they did encounter,HCPs are then asked to give an impact score between 0 and 10.9CONFIDENTIAL|Precision AQ,LLC.All rights reserved.THE STATE OF OMNICHANNELIN BIOPHA

28、RMA2024HCPLAUNCHBENCHMARKINDUSTRYPAYERTHE STATE OF OMNICHANNELIN BIOPHARMA2024_Navigator365_Introduction_HCP_LAUNCHBENCHMARK_INDUSTRY_PAYER_CHANNELS_About us_Contact usHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELSmore information: performance(APAC)HCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELSTo assess channel p

29、erformance,Navigator365 Core data covers reach the extent to which channels have been commonly encountered by HCPs and impact the extent to which channels influence their clinical decision-making.The reach of a particular channel is measured as the percentage of HCPs who encountered that channel in

30、the past 3 months.For those channels they did encounter,HCPs are then asked to give an impact score between 0 and 10.10CONFIDENTIAL|Precision AQ,LLC.All rights reserved.THE STATE OF OMNICHANNELIN BIOPHARMA2024HCPLAUNCHBENCHMARKINDUSTRYPAYERTHE STATE OF OMNICHANNELIN BIOPHARMA2024_Navigator365_Introd

31、uction_HCP_LAUNCHBENCHMARK_INDUSTRY_PAYER_CHANNELS_About us_Contact usHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELSmore information: digital divide assesses how well biopharma is meeting specialists channel preferences.It reflects the gap between what specialists WANT(%of HCPs preferring digital-only enga

32、gement with biopharma or a mix of digital and F2F)vs what they GET(%average reach of the top 3 online promo channels for the promotional setting,and the top 3 eMedical biopharma channels in the educational setting).When it comes to biopharmas promotional activities,demand from specialists for omnich

33、annel engagement is still outstripping supply across all three regions,and particularly in APAC.In the educational context,the much larger divide here is a consequence of both higher demand and even lower supply.While this gap shows pharmas failure to meet HCP needs,it also offers a big chance for c

34、ompanies to stand out from competitors.HCP3.Digital divide shows pharma is not meeting HCP demand for digital/omnichannel engagementHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELS11CONFIDENTIAL|Precision AQ,LLC.All rights reserved.THE STATE OF OMNICHANNELIN BIOPHARMA2024HCPLAUNCHBENCHMARKINDUSTRYPAYERTHE ST

35、ATE OF OMNICHANNELIN BIOPHARMA2024_Navigator365_Introduction_HCP_LAUNCHBENCHMARK_INDUSTRY_PAYER_CHANNELS_About us_Contact usHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELSmore information: the US,satisfaction among specialists saw a pandemic-related rise but has since dropped.Most HCPs remain either neutral

36、 about or,worse,dissatisfied with biopharmas digital efforts,with the proportion describing themselves as very satisfied showing almost no change for the past few years.A similar trend is seen in EU5,where satisfaction initially improved but has since levelled off.Clearly a more coordinated organisa

37、tion-wide approach is critical if the industry is to break through that(so far)elusive 50%barrier,let alone excel.HCP4.HIGHLIGHT:HCP satisfaction with biopharmas digital offerings has stagnated and remains below 50%HCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELS12CONFIDENTIAL|Precision AQ,LLC.All rights res

38、erved.THE STATE OF OMNICHANNELIN BIOPHARMA2024HCPLAUNCHBENCHMARKINDUSTRYPAYERTHE STATE OF OMNICHANNELIN BIOPHARMA2024_Navigator365_Introduction_HCP_LAUNCHBENCHMARK_INDUSTRY_PAYER_CHANNELS_About us_Contact usHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELSmore information: oncologists who express a strong aff

39、inity for F2F promo channels also tend to show a strong affinity for non-personal(NPP)channels(these are channels that do not involve direct,one-on-one interaction).In addition,the totals at the bottom of the columns show that biopharma has the potential to reach half of this audience with strong co

40、mmercial NPP,regardless of these customers level of affinity for F2F.These insights suggest that rooting your go-to-market approach in traditional either/or thinking(big focus on F2F for top segments and NPP-only for lower-tier segments)is suboptimal,and that omnichannel should indeed be the default

41、 option.Meanwhile,at the other end of the continuum,as shown in the bottom right corner of the table,is the group that expresses a weak affinity for both F2F and NPP channels.For this group(the second biggest segment),which appears to be reluctant to engage directly with pharma channels,leveraging 3

42、rd-party media or peer-to-peer communication through digital platforms may be beneficial.HCP5.HIGHLIGHT:HIGHLIGHT:Omnichannel engagement beats an“either/or”approach to face-to-face and non-personal channels HCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELS13CONFIDENTIAL|Precision AQ,LLC.All rights reserved.TH

43、E STATE OF OMNICHANNELIN BIOPHARMA2024HCPLAUNCHBENCHMARKINDUSTRYPAYERTHE STATE OF OMNICHANNELIN BIOPHARMA2024_Navigator365_Introduction_HCP_LAUNCHBENCHMARK_INDUSTRY_PAYER_CHANNELS_About us_Contact usHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELSmore information: UK cardiologists about their use of health t

44、ech tools,only one of the top 5 shows a significant vertical shift:ChatGPT(representing generative AI tools in general)saw its reach increase from 11%in 2023 to 25%.This means a quarter of UK cardiologists had used a generative AI tool like ChatGPT in their daily practice(not surprisingly,we see a s

45、imilar trend for other countries and regions covered by our Navigator365 data)what will it look like in 2025?HCP6.HIGHLIGHT:HIGHLIGHT:Use of ChatGPT by UK cardiologists has increased significantly in a yearHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELS14CONFIDENTIAL|Precision AQ,LLC.All rights reserved.THE

46、 STATE OF OMNICHANNELIN BIOPHARMA2024HCPLAUNCHBENCHMARKINDUSTRYPAYERTHE STATE OF OMNICHANNELIN BIOPHARMA2024_Navigator365_Introduction_HCP_LAUNCHBENCHMARK_INDUSTRY_PAYER_CHANNELS_About us_Contact usHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELSmore information: to indicate their key areas in healthcare whe

47、re AI might add the most value,our sample of German specialists rank improving patient diagnosis and prognosis accuracy as the number one area.Enhancing treatment personalisation and optimising healthcare operations also score well.Notably,all options received a score,suggesting theres not one overr

48、iding area where AI could bring value.HCP7.HIGHLIGHT:HIGHLIGHT:The value of AI according to German specialistsHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELSLooking at where AI could enhance HCPs interactions with pharma,Germany specialists clearly see a role for AI in improving the relevance and accessibil

49、ity of pharma-provided information.This sits nicely alongside our What drives an optimal Cx?data(see Benchmark section)that clearly indicate that HCPs are looking for service that is both valuable to them and convenient.15CONFIDENTIAL|Precision AQ,LLC.All rights reserved.THE STATE OF OMNICHANNELIN B

50、IOPHARMA2024HCPLAUNCHBENCHMARKINDUSTRYPAYERTHE STATE OF OMNICHANNELIN BIOPHARMA2024_Navigator365_Introduction_HCP_LAUNCHBENCHMARK_INDUSTRY_PAYER_CHANNELS_About us_Contact us15CONFIDENTIAL|Precision AQ,LLC.All rights reserved.THE STATE OF OMNICHANNELIN BIOPHARMA20241.Preferred time for first engageme

51、nt with new product content2.Segmented view of preferred time for first engagement LAUNCH trendsPOWERED BYmore information: AQ,LLC.All rights reserved.THE STATE OF OMNICHANNELIN BIOPHARMA2024HCPLAUNCHBENCHMARKINDUSTRYPAYERTHE STATE OF OMNICHANNELIN BIOPHARMA2024_Navigator365_Introduction_HCP_LAUNCHB

52、ENCHMARK_INDUSTRY_PAYER_CHANNELS_About us_Contact usHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELSAround a third of specialists say their preferred time for first engagement with pharma content about a new product is at least 3 months prior to launch though there is some variation between regions,with the

53、highest level of pre-launch interest seen in EU5(41%)and the lowest in APAC(25%).This opens a critical window for Market Access and Medical teams to connect with this crucial audience of possible innovators and early adopters through omnichannel data dissemination and disease education before launch

54、.Learnings from the market and collecting nominative-level HCP insights through digital interactions will allow the Commercial team to have their own campaign fully optimised and ready to go on day 1 post-approval.LAUNCHmore information: a third of specialists prefer to start learning about a new pr

55、oduct months before launchHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELS17CONFIDENTIAL|Precision AQ,LLC.All rights reserved.THE STATE OF OMNICHANNELIN BIOPHARMA2024HCPLAUNCHBENCHMARKINDUSTRYPAYERTHE STATE OF OMNICHANNELIN BIOPHARMA2024_Navigator365_Introduction_HCP_LAUNCHBENCHMARK_INDUSTRY_PAYER_CHANNELS_A

56、bout us_Contact usHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELSBased on the question“When do you start prescribing new products?”our research tells us that 49%of EU5 specialists categorise themselves as“first movers”who typically prescribe new products as soon as they are available;those who wait for init

57、ial(positive)feedback are early majority”(37%)while late majority”(14%)HCPs wont prescribe until a full safety profile is established.Incorporating specialists self-reported level of influence into the equation,identifies the 26%of prescribers who are both first mover&highly networked these are your

58、 top priority pre-launch segment.more information: a quarter of EU5 specialists are influential“first movers”,most of whom would benefit from pre-launch engagementHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELSOffering enough pre-launch engagement touchpoints means this crucial segment can start the custome

59、r journey much sooner and can be converted to first Rx at commercial launch faster than HCPs who are still at the top or middle of the funnel at that stage.18CONFIDENTIAL|Precision AQ,LLC.All rights reserved.THE STATE OF OMNICHANNELIN BIOPHARMA2024HCPLAUNCHBENCHMARKINDUSTRYPAYERTHE STATE OF OMNICHAN

60、NELIN BIOPHARMA2024_Navigator365_Introduction_HCP_LAUNCHBENCHMARK_INDUSTRY_PAYER_CHANNELS_About us_Contact us18CONFIDENTIAL|Precision AQ,LLC.All rights reserved.THE STATE OF OMNICHANNELIN BIOPHARMA2024BENCHMARK companies are leading at the channel level in US?2.Which companies are leading at the cha

61、nnel level in EU5?3.What drives an optimal customer experience(Cx)?4.How competitive Cx benchmarking could lead to improved business outcomesPOWERED BYmore information: AQ,LLC.All rights reserved.THE STATE OF OMNICHANNELIN BIOPHARMA2024HCPLAUNCHBENCHMARKINDUSTRYPAYERTHE STATE OF OMNICHANNELIN BIOPHA

62、RMA2024_Navigator365_Introduction_HCP_LAUNCHBENCHMARK_INDUSTRY_PAYER_CHANNELS_About us_Contact usHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELSWhen we ask over 900 US specialists which companies are excelling across eight critical engagement channels offline and online the same names crop up again and agai

63、n.Whats more,the data show these channel leaders are often far outpacing the second-place companies(the percentage figure shows the margin between the leader and the second closest company).BENCHMARKmore information: companies are leading at the channel level in US?HCPLAUNCHBENCHMARKINDUSTRYPAYERCHA

64、NNELSDont see your specialty of interest here?Please get in touch.20CONFIDENTIAL|Precision AQ,LLC.All rights reserved.THE STATE OF OMNICHANNELIN BIOPHARMA2024HCPLAUNCHBENCHMARKINDUSTRYPAYERTHE STATE OF OMNICHANNELIN BIOPHARMA2024_Navigator365_Introduction_HCP_LAUNCHBENCHMARK_INDUSTRY_PAYER_CHANNELS_

65、About us_Contact usHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELSSurveying 3500 European specialists gives a similar picture.Our data show that HCPs increasingly favour an omnichannel customer-centred approach while access becomes more and more restricted.Disconnected engagement efforts and isolated“pocket

66、s of excellence”are no longer sufficient.The likes of AstraZeneca,Abbvie and Novartis are setting a new standard for consistency in omnichannel HCP engagement,showing that companywide,systematic approaches are key to leading in todays competitive landscape.BENCHMARKmore information: companies are le

67、ading at the channel level in EU5?HCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELSDont see your specialty of interest here?Please get in touch.21CONFIDENTIAL|Precision AQ,LLC.All rights reserved.THE STATE OF OMNICHANNELIN BIOPHARMA2024HCPLAUNCHBENCHMARKINDUSTRYPAYERTHE STATE OF OMNICHANNELIN BIOPHARMA2024_Na

68、vigator365_Introduction_HCP_LAUNCHBENCHMARK_INDUSTRY_PAYER_CHANNELS_About us_Contact usHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELSAs in other sectors,customer experience(the overall perception and impression a customer has of your brand based on their interactions across all touchpoints)is becoming a cr

69、itical factor in biopharma engagement with HCPs.As expectations evolve,delivering personalised,seamless interactions is key to building trust and driving meaningful connections.Asking specialists to rank in importance these seven key drivers shows that respondents from our three key markets are look

70、ing for a customer experience from pharma that is both valuable to them,in terms of the quality and relevance of the information that is being communicated,and convenient.Its clear that pharma needs to engage in a way that puts the customer at the centre of any interaction,by providing the informati

71、on the HCP needs at a time and in a way that suits them best.more information: drives an optimal Cx?HCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELS22CONFIDENTIAL|Precision AQ,LLC.All rights reserved.THE STATE OF OMNICHANNELIN BIOPHARMA2024HCPLAUNCHBENCHMARKINDUSTRYPAYERTHE STATE OF OMNICHANNELIN BIOPHARMA20

72、24_Navigator365_Introduction_HCP_LAUNCHBENCHMARK_INDUSTRY_PAYER_CHANNELS_About us_Contact usHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELSCompetitive Cx benchmarking is not just about understanding where you stand;its about leveraging that insight to enhance omnichannel engagement,boost customer satisfacti

73、on,and ultimately drive better business outcomes.Only with an understanding of relative position as well as the capability to plan and execute evidence-driven strategies that drive greater performance can companies hope to close the gap with the omnichannel leaders(see earlier in this section).Navig

74、ator365 brand-level benchmarking data reveal a positive correlation between omnichannel engagement and Cx performance.Cx is proven to have a substantial influence on NPS.And as shown by coupling recent Cx Benchmark data(n=252 prescribers across 5 markets)with client-provided data NPS*is a key predic

75、tor of sales and market share evolution.BENCHMARK4.HIGHLIGHT:HIGHLIGHT:How competitive Cx benchmarking could lead to improved business outcomesHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELSmore information: AQ,LLC.All rights reserved.THE STATE OF OMNICHANNELIN BIOPHARMA2024HCPLAUNCHBENCHMARKINDUSTRYPAYERTH

76、E STATE OF OMNICHANNELIN BIOPHARMA2024_Navigator365_Introduction_HCP_LAUNCHBENCHMARK_INDUSTRY_PAYER_CHANNELS_About us_Contact us23CONFIDENTIAL|Precision AQ,LLC.All rights reserved.THE STATE OF OMNICHANNELIN BIOPHARMA20241.Omnichannel maturity:The four dimensions of successful change2.Industry satisf

77、action 3.Evolution of digital budgets4.Digital knowledge levels continue to decline 5.Pharma must connect reach with conversion KPIs to measure true ROI6.HQs plan to shift to co-created campaigns 7.The state of AI in omnichannel customer engagementINDUSTRY performancePOWERED BYmore information: AQ,L

78、LC.All rights reserved.THE STATE OF OMNICHANNELIN BIOPHARMA2024HCPLAUNCHBENCHMARKINDUSTRYPAYERTHE STATE OF OMNICHANNELIN BIOPHARMA2024_Navigator365_Introduction_HCP_LAUNCHBENCHMARK_INDUSTRY_PAYER_CHANNELS_About us_Contact usHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELSThe Precision AQ Omnichannel Maturity

79、 Index*gives an overall picture of the industrys performance across four key dimensions needed for successful change.Within each of the four dimensions,respondents from the pharma industry are asked to assess their companys performance across a number of individual drivers.Those who give a positive

80、or extremely positive response contribute to the overall score for each dimension out of a maximum possible 100 points.INDUSTRY*Inspired by Dannemillers variation of the Gleicher formula(Source:Dannemiller and Jacobs,Journal of Applied Behavioural Science,1992)1.Omnichannel maturity:The four dimensi

81、ons of successful changeHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELSmore information: of Extremely positive and Positive answers(coloured bars)are used to arrive at the index score.Source:MaturometerTM 2024,EU Biopharma,n=14125CONFIDENTIAL|Precision AQ,LLC.All rights reserved.THE STATE OF OMNICHANNELIN B

82、IOPHARMA2024HCPLAUNCHBENCHMARKINDUSTRYPAYERTHE STATE OF OMNICHANNELIN BIOPHARMA2024_Navigator365_Introduction_HCP_LAUNCHBENCHMARK_INDUSTRY_PAYER_CHANNELS_About us_Contact usHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELSAlthough the proportion of dissatisfied respondents is decreasing,were not seeing much m

83、ovement into the satisfied category,which remains stable but low at 23%.Instead,the neutral segment is growing.Can we identify whats preventing the neutrals from becoming satisfied?INDUSTRYmore information: of budget going to digital has declined,returning to 2020 levelsAlongside the decline in the

84、overall maturity score,digital budgets have fallen back to 2020 levels after years of growth.Is this due to the industry failing to demonstrate robust impact from their omnichannel initiatives?If so,this highlights the need for external benchmarking to help prioritise investments strategically.This

85、drop has widened the gap between pharma and B2B,with B2B estimated to allocate about 56%of its total budget to digital efforts(Gartner,2022).2.Though few are dissatisfied,most staff are neutral about(not satisfied with)their omnichannel effortsHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELS26CONFIDENTIAL|Pr

86、ecision AQ,LLC.All rights reserved.THE STATE OF OMNICHANNELIN BIOPHARMA2024HCPLAUNCHBENCHMARKINDUSTRYPAYERTHE STATE OF OMNICHANNELIN BIOPHARMA2024_Navigator365_Introduction_HCP_LAUNCHBENCHMARK_INDUSTRY_PAYER_CHANNELS_About us_Contact usHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELSThe industry states that

87、digital knowledge levels are going down.In a fast-moving world,are digital opportunities increasing faster than teams can keep pace with?Could more effective upskilling help here?INDUSTRY5.HIGHLIGHT:Pharma must connect reach with conversion KPIs to measure true ROIWhen it comes to impact measurement

88、(our data show ROI concerns remain a key barrier for digital),pharma is still very much focused on operational reach metrics(channel interaction levels).To gain a more comprehensive view of success,pharma needs to connect reach with outcome-oriented KPIs that can indicate attitudinal/behavioural con

89、version.4.HIGHLIGHT:HIGHLIGHT:Digital knowledge levels continue to decline for a third year in a rowHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELSmore information: AQ,LLC.All rights reserved.THE STATE OF OMNICHANNELIN BIOPHARMA2024HCPLAUNCHBENCHMARKINDUSTRYPAYERTHE STATE OF OMNICHANNELIN BIOPHARMA2024_Navi

90、gator365_Introduction_HCP_LAUNCHBENCHMARK_INDUSTRY_PAYER_CHANNELS_About us_Contact usHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELSTodays reality is that many of the campaign blueprints and assets are still created centrally.However,HQs plan to shift from centrally-created campaigns and assets to greater c

91、o-creation with key markets to ensure better global-to-local buy-in.Respondents also expressed a desire to improve performance measurement across markets.To achieve this,they will need:1)An external party to consistently measure(across countries)key attitudinal KPIs with HCPs at the brand level,and/

92、or 2)Reliable interaction data that is stored and interpreted consistently across brands,teams and countries.INDUSTRY6.HIGHLIGHT:HIGHLIGHT:Headquarters plan to shift to co-created campaigns and improve local performance measurementHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELSmore information: AQ,LLC.All r

93、ights reserved.THE STATE OF OMNICHANNELIN BIOPHARMA2024HCPLAUNCHBENCHMARKINDUSTRYPAYERTHE STATE OF OMNICHANNELIN BIOPHARMA2024_Navigator365_Introduction_HCP_LAUNCHBENCHMARK_INDUSTRY_PAYER_CHANNELS_About us_Contact usHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELSAI is a hot topic in many industries,and phar

94、ma is no exception.There is strong interest in incorporating AI into customer engagement efforts.But its still early days for most companies Are they finding it challenging to turn their AI ambitions into reality because the basics particularly reliable and robust(and well structured)customer data a

95、re not yet in place?INDUSTRY98%believe AI will add value,but there is no clear idea of where it will impact yetWhile the overwhelming majority of respondents believe AI will add value to omnichannel customer engagement in the next 2 years,the wide range of responses suggests that most companies are

96、still exploring exactly how AI might benefit their business.Pharma should be careful not to invest too much into these technologies without first having the foundational capabilities in place.7.HIGHLIGHT:The state of AI in customer engagementThere is significant interest in AI,but its effective impl

97、ementation remains challengingHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELSmore information: AQ,LLC.All rights reserved.THE STATE OF OMNICHANNELIN BIOPHARMA2024HCPLAUNCHBENCHMARKINDUSTRYPAYERTHE STATE OF OMNICHANNELIN BIOPHARMA2024_Navigator365_Introduction_HCP_LAUNCHBENCHMARK_INDUSTRY_PAYER_CHANNELS_Abou

98、t us_Contact us29CONFIDENTIAL|Precision AQ,LLC.All rights reserved.THE STATE OF OMNICHANNELIN BIOPHARMA20241.Payer engagement is crucial for pharma success2.What do Payers think about biopharmas digital offerings?3.Digital engagement is not meeting the needs of Payers4.Preferred period for Payer-rel

99、ated info from pharma5.Role of the pharma AM for PayersPAYER BYmore information: AQ,LLC.All rights reserved.THE STATE OF OMNICHANNELIN BIOPHARMA2024HCPLAUNCHBENCHMARKINDUSTRYPAYERTHE STATE OF OMNICHANNELIN BIOPHARMA2024_Navigator365_Introduction_HCP_LAUNCHBENCHMARK_INDUSTRY_PAYER_CHANNELS_About us_C

100、ontact usHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELSPAYERPayers play a critical role in the allocation of healthcare resources,and continue to exert a significant influence on specialists clinical decision-making in all markets,particularly in APAC,where Payer power(defined as the difference in influenc

101、e between treatment guidelines and rep channels)was 81%more impactful than the rep.1.Payer engagement is crucial for pharma successHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELSNavigator365 Payer is based on the successful Navigator365 Core and leverages similarly robust primary research among payers rathe

102、r than HCPs,with a focus on payer-specific channels(shown below).On the following pages we share some highlights from research conducted among(subnational)payers in France and Spain in 2024.Channel list in Navigator365TM Payer research more information: and AQ,LLC.All rights reserved.THE STATE OF OM

103、NICHANNELIN BIOPHARMA2024HCPLAUNCHBENCHMARKINDUSTRYPAYERTHE STATE OF OMNICHANNELIN BIOPHARMA2024_Navigator365_Introduction_HCP_LAUNCHBENCHMARK_INDUSTRY_PAYER_CHANNELS_About us_Contact usHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELSPAYERmore information: like with HCPs,payer engagement preferences have evo

104、lved quickly and biopharma needs to apply the same lessons when it comes to engaging effectively with these highly influential stakeholders.The majority(60%)of French payers rate biopharma digital channels as(very)important.However,only a quarter say that“most biopharma companies”are providing them

105、with digital content that is relevant to them as payers.On a positive note,almost half(49%)of respondents feel that the quality of online payer-related content offered to them by pharma has improved over the past year data not shown here.2.HIGHLIGHT:What do French Payers think about biopharmas digit

106、al offerings?HCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELS32CONFIDENTIAL|Precision AQ,LLC.All rights reserved.THE STATE OF OMNICHANNELIN BIOPHARMA2024HCPLAUNCHBENCHMARKINDUSTRYPAYERTHE STATE OF OMNICHANNELIN BIOPHARMA2024_Navigator365_Introduction_HCP_LAUNCHBENCHMARK_INDUSTRY_PAYER_CHANNELS_About us_Conta

107、ct usHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELSPAYERWhile 59%of Spanish payers prefer to engage with biopharma via digital-only or a mix of digital and F2F for commercial content,the reach of the top commercial digital channels is only 38%,creating a large opportunity to close this digital divide.Inter

108、estingly,when we look at the communication preferences of Spanish prescribers,only slightly fewer(51%)prefer digital-only or a mix.With this larger digital divide for payers(21%)than for prescribers(14%),customer-centric innovative biopharma companies can quickly create a sustainable competitive edg

109、e.3.HIGHLIGHT:HIGHLIGHT:Digital engagement from biopharma not meeting the needs of Spanish PayersHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELSmore information: AQ,LLC.All rights reserved.THE STATE OF OMNICHANNELIN BIOPHARMA2024HCPLAUNCHBENCHMARKINDUSTRYPAYERTHE STATE OF OMNICHANNELIN BIOPHARMA2024_Navigat

110、or365_Introduction_HCP_LAUNCHBENCHMARK_INDUSTRY_PAYER_CHANNELS_About us_Contact usHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELSPAYERmore information: to HCPs(see Launch section earlier),the majority of payers(60%)in Spain would prefer to receive payer-related information from pharma either during or befor

111、e launch,with almost 40%requesting pharma-provided info as early as a year prior to launch.Its clear that planning your engagement cannot start soon enough!4.HIGHLIGHT:Over a third of Spanish Payers prefer to hear from pharma no later than 6 months before launch HCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNE

112、LSWhen asked“What is the most important thing your AM could do to support you and your decision-making process?”,the results show that,like HCPs,payers prioritise relevance of information provided by pharma,as well as valuing convenience and ease of access to the right people when they need it.5.and

113、 rank offer relevant information as the most important role of the pharma AM34CONFIDENTIAL|Precision AQ,LLC.All rights reserved.THE STATE OF OMNICHANNELIN BIOPHARMA2024HCPLAUNCHBENCHMARKINDUSTRYPAYERTHE STATE OF OMNICHANNELIN BIOPHARMA2024_Navigator365_Introduction_HCP_LAUNCHBENCHMARK_INDUSTRY_PAYER

114、_CHANNELS_About us_Contact us34CONFIDENTIAL|Precision AQ,LLC.All rights reserved.THE STATE OF OMNICHANNELIN BIOPHARMA20241.About Navigator365 Core2.2024 channel metricsCHANNEL metricsPOWERED BYmore information: AQ,LLC.All rights reserved.THE STATE OF OMNICHANNELIN BIOPHARMA2024HCPLAUNCHBENCHMARKINDU

115、STRYPAYERTHE STATE OF OMNICHANNELIN BIOPHARMA2024_Navigator365_Introduction_HCP_LAUNCHBENCHMARK_INDUSTRY_PAYER_CHANNELS_About us_Contact usHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELSChannels come in many shapes and forms:push-pull,online-offline,social,mobile,etc Forrester created an insightful framewor

116、k,where channels are categorised as either owned,paid,or earned.Navigator365 Core leverages this framework,translates it to the pharma context and adds key offline channels to the digital set,making this a second-to-none omnichannel research in life sciences.Since the research began in 2013,over 65,

117、000 HCPs have been surveyed.The 50+channels include:more information: and content types can be more or less aligned with stages in the customer journey,although several channels can be leveraged across more than one stage take,for instance,the pharma website,which can be instrumental in the activati

118、on,engagement and loyalty&advocacy stages.1.About Navigator365TM CoreHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELSCHANNELS*Uses WeChat/Weixin platform in China.*36CONFIDENTIAL|Precision AQ,LLC.All rights reserved.THE STATE OF OMNICHANNELIN BIOPHARMA2024HCPLAUNCHBENCHMARKINDUSTRYPAYERTHE STATE OF OMNICHANN

119、ELIN BIOPHARMA2024_Navigator365_Introduction_HCP_LAUNCHBENCHMARK_INDUSTRY_PAYER_CHANNELS_About us_Contact usHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELSmore information: sophisticated targeting methods,online display advertising continues to be of relevance when fully integrated into your overall custome

120、r engagement strategy.The data show that the impact of banner advertising is lowest among US HCPs perhaps not surprising considering the sheer volume of biopharmaceutical advertising in this market while EU5 shows the exact opposite.In contrast,APAC defies this inverse relationship with both high re

121、ach and the highest impact among the three regions.DISPLAY(BANNER)ADVERTISINGWith search engine marketing,you need to make sure you can be found because if you cant be found,you may just as well not exist!While APAC used to lead in this area,living up to its reputation as a very online market,now re

122、ach,impact and frequency are remarkably similar between all three regions.SEARCH ENGINE MARKETING2.Channel metricsHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELSCHANNELS37CONFIDENTIAL|Precision AQ,LLC.All rights reserved.THE STATE OF OMNICHANNELIN BIOPHARMA2024HCPLAUNCHBENCHMARKINDUSTRYPAYERTHE STATE OF OMN

123、ICHANNELIN BIOPHARMA2024_Navigator365_Introduction_HCP_LAUNCHBENCHMARK_INDUSTRY_PAYER_CHANNELS_About us_Contact usHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELSmore information: biopharma companies continue to increase their investment in eMedical channels,such as eMedical education and webcasts,resulting

124、in impact scores that,in EU5 and APAC at least,are on a par with face-to-face MSL visits.Our digital divide data shown earlier strongly suggests that many physicians are keen to engage with companies that offer them a strong digital/omnichannel medical experience.EMEDICALMSLs provide a critical serv

125、ice to HCPs and thought leaders,in terms of data dissemination and advanced education and smart integration of digital channels within the mix enables MSLs to focus their in-person visits where they really matter.OMNICHANNEL MSLHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELSCHANNELS2.Channel metrics38CONFID

126、ENTIAL|Precision AQ,LLC.All rights reserved.THE STATE OF OMNICHANNELIN BIOPHARMA2024HCPLAUNCHBENCHMARKINDUSTRYPAYERTHE STATE OF OMNICHANNELIN BIOPHARMA2024_Navigator365_Introduction_HCP_LAUNCHBENCHMARK_INDUSTRY_PAYER_CHANNELS_About us_Contact usHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELSmore information

127、: than 15%of HCPs are exposed to pharma-owned mobile apps(APAC,renowned as a mobile first region,shows the highest reach,but only just,and with lower frequency).Importantly,for these relatively small but engaged HCP audiences,the impact of this channel is remarkably similar across all three markets

128、and higher than the rep.MOBILE ENGAGEMENTHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELSCHANNELS2.Channel metricsOmnichannel rep engagement can lead to increased efficiency and effectiveness for biopharma,as well as a superior customer experience.Nevertheless,despite impact scores that are comparable to in-

129、person visits,the reach data show remote detailing has yet to really gain traction(APAC performing slightly better here).In contrast,rep emails show a better reach.Combining rep email with an option to self-detail offers a good alternative to remote or F2F engagement,but this has yet to be fully exp

130、loited.OMNICHANNEL REP39CONFIDENTIAL|Precision AQ,LLC.All rights reserved.THE STATE OF OMNICHANNELIN BIOPHARMA2024HCPLAUNCHBENCHMARKINDUSTRYPAYERTHE STATE OF OMNICHANNELIN BIOPHARMA2024_Navigator365_Introduction_HCP_LAUNCHBENCHMARK_INDUSTRY_PAYER_CHANNELS_About us_Contact usHCPLAUNCHBENCHMARKINDUSTR

131、YPAYERCHANNELSmore information: website should be the heart of any omnichannel strategy the hub to which all other engagement activities throughout the customer journey are linked.While frequency of interaction with pharma websites is remarkably similar between our three focus regions,its only APAC

132、where the website performs better than the rep in terms of both reach and impact(note in-person rep access appears significantly lower here).WEBSITE ENGAGEMENTHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELSCHANNELS2.Channel metricsEmail remains an integral part of every companys communication mix.Next to re

133、p and MSL email(see previous pages),biopharma also leverages eNewsletters(the owned channel in addition to 3rd-party eNewsletters).This channel tends to be owned by marketing(or,increasingly,medical)and has a similar impact as rep email(but lower vs MSL email).Getting the balance right between the d

134、ifferent types of email and offline communications is crucial in a truly customer-oriented,omnichannel world and this is where HCP insights can be invaluable.EMAIL ENGAGEMENT40CONFIDENTIAL|Precision AQ,LLC.All rights reserved.THE STATE OF OMNICHANNELIN BIOPHARMA2024HCPLAUNCHBENCHMARKINDUSTRYPAYERTHE

135、 STATE OF OMNICHANNELIN BIOPHARMA2024_Navigator365_Introduction_HCP_LAUNCHBENCHMARK_INDUSTRY_PAYER_CHANNELS_About us_Contact usHCPLAUNCHBENCHMARKINDUSTRYPAYERCHANNELSmore information: metricsLike most earned channels,online physician networks carry a lot of influence when it comes to HCPs clinical d

136、ecision making,surpassing F2F rep impact across all three markets.Reach is highest in the US,where the interval between interactions is also the shortest.SOCIAL MEDIA ENGAGEMENT(ONLINE PHYSICIAN NETWORKS)41CONFIDENTIAL|Precision AQ,LLC.All rights reserved.THE STATE OF OMNICHANNELIN BIOPHARMA2024HCPL

137、AUNCHBENCHMARKINDUSTRYPAYERTHE STATE OF OMNICHANNELIN BIOPHARMA2024_Navigator365_Introduction_HCP_LAUNCHBENCHMARK_INDUSTRY_PAYER_CHANNELS_About us_Contact us41CONFIDENTIAL|Precision AQ,LLC.All rights reserved.THE STATE OF OMNICHANNELIN BIOPHARMA2024About Navigator365TMThe Navigator365 platform is th

138、e centrepiece of our proprietary data offering.It provides the insights,evidence and tools needed to plan,execute,measure and amplify an effective evidence-based omnichannel customer engagement strategy.Covers over 50 on-and offline channels(owned,paid and earned)Trusted by more than 50 life science

139、 companies in over 40 countriesNavigator 365 Payer provides valuable insights to help you navigate the omnichannel payer landscape,in terms of channels,content,media and competition.An in-house Maturometer assessment allows you to measure and benchmark your companys omnichannel maturity internally a

140、nd against our historic database and prioritise key areas of digital transformation for future progress and competitive advantage.The best way to learn is to do.Omnitopia is an online multiplayer game that effectively simulates the experience of planning and executing a real omnichannel campaign in

141、a truly competitive setting.Todays HCPs often look online for fresh ideas and reliable opinions.Navigator365 Matrix is a unique tool that helps you identify and activate the right digital opinion leaders(DOLs)to advance your omnichannel brand strategy.Navigator365 Core collates our research on the o

142、mnichannel preferences and behaviour of over 65,000 physicians in over 25 therapeutic areas worldwide.These 60 million+datapoints are utilised by our consultants to substantiate their strategic recommendations,and are accessible via the Navigator365 self-service platform through highly interactive t

143、ools and reports.Benchmark your brand for omnichannel leadership.Navigator 365 Cx Benchmark offers a wealth of actionable benchmarking insights to help you take the right strategic channel and content optimisation decisions versus your key competitors-at the brand AQ,LLC.All rights reserved.THE STAT

144、E OF OMNICHANNELIN BIOPHARMA2024HCPLAUNCHBENCHMARKINDUSTRYPAYERTHE STATE OF OMNICHANNELIN BIOPHARMA2024_Navigator365_Introduction_HCP_LAUNCHBENCHMARK_INDUSTRY_PAYER_CHANNELS_About us_Contact us42CONFIDENTIAL|Precision AQ,LLC.All rights reserved.THE STATE OF OMNICHANNELIN BIOPHARMA2024About this repo

145、rtArmed with the latest intelligence from Navigator365 and Maturometer,this years report is designed to guide you in building stronger,more impactful omnichannel engagement strategies that truly resonate with HCPs and set your organisation apart.DATASOURCESUSUSUnited StatesEU5EU5FranceGermanyItalySp

146、ainUKAPACAPACChinaJapanPhilippinesDATASETS BY REGIONEUEUEU5+Albania,Austria,Belgium,Bulgaria,Croatia,Czech Republic,Denmark,Greece,Hungary,Malta,Netherlands,Poland,Portugal,Romania,Slovenia,Sweden,SwitzerlandNavigator365TM43CONFIDENTIAL|Precision AQ,LLC.All rights reserved.Lets connectTalk to us abo

147、ut how we can help you plan and define your next omnichannel customer engagement strategy.Contact usWed love to hear from you!Ruud K+31 648 10 20 30Beverly S+32 478 64 28 46Vanessa H+33 679 70 62 53Patrick V+33 676 08 11 26Ana R+34 638 19 12 37Ben H+44 7480 373 735Juanjo H+34 615 38 43 15Martin H+49 1763 210 47 74Pauline S+32 472 36 66 13Silvia P+39 333 2256 224Luisa S+49 1520 913 44 98Steeve L+44 7436 787 041Duke Doshi(US)+1 224 234 7954Sander G+32 473 51 72 78Sebastien S+33 680 441 983