1000 to 1
2023 Global Trends Report
The State of Omnichannel Customer Engagement in Biopharma
Welcome to the latest Across Health Global Trends report, a free annual publication in which we share some of the year's most interesting insights and trends pulled from our industry-leading Navigator365™ and Maturometer™ research. Simply tap the button below and complete a short form in order to access this unique snapshot of what biopharma and its HCP specialist audiences have been thinking and doing in the omnichannel space in 2023.
Get unmissable insights on a range of topics, including:
- HCP engagement and preferences
- Omnichannel launch trends
- Benchmarking analyses: which companies are leading?
- Industry performance and digital maturity
- Latest metrics on the most popular channels (online and offline)
To give you an idea of what the trends report offers, we are pleased to provide you with two highlights below.
Want to dive into the full report immediately? Click below to easily download the full report…
HCP SATISFACTION WITH BIOPHARMA’S DIGITAL OFFERINGS HAS DROPPED, WITH OVER HALF OF SPECIALISTS DISSATISFIED OR NEUTRAL
Taking specialists in the US as an example, after a strong pandemic-related increase, satisfaction levels among specialists have dropped since then, leaving the remaining HCPs either dissatisfied with or, at best, neutral about biopharma’s digital efforts. Combined with the fact that the proportion of HCPs describing themselves as ”very satisfied” remains very small, this shows there is still significant room for improvement – and this despite much larger digital budgets in 2023.
Interested to know if the trend is similar for other regions?
HIGH NPS RATINGS FROM ‘PROMOTER’ HCPs ARE LARGELY DRIVEN BY CUSTOMER EXPERIENCE
Higher-scoring respondents – both passives and promoters – tend to attribute their NPS rating to Cx-related factors rather than brand attributes. Since promoters tend to prescribe significantly more than passives, the difference between an “OK” and a “great” experience – one that might bump a passive score up to a promoter score – has the potential to have a large effect and therefore represents a significant opportunity.
Interested to know how higher NPS can impact business outcomes?
Methodology
Since research began in 2013, the Across Health Navigator365™ has surveyed more than 65,000 physicians in over 25 therapeutic areas worldwide on their omnichannel preferences and behaviour.
Navigator365™ Cx Benchmark allows you to compare your brand to key competitors at the channel and functional (marketing, sales, medical, patient) level.
Navigator365™ Core collates our research into 50 million+ datapoints accessible via the self-service, cloud-based platform through highly interactive tools and reports.
Get connected
Should you have any questions or should you wish to receive more details about what we can do for you, please do not hesite to get in contact.
Meet the experts
Further reading:
Make sure to register for our upcoming webinar ‘Key HCP and industry omnichannel engagement trends in life sciences (2023–2024)’ to hear some of the highlights of our Global Trends Report presented by our omnichannel experts
Learn more about Navigator365™ Cx Benchmark
Learn more about Navigator365™ Core
Learn more about our Omnichannel Launch Excellence framework
Find more resources on omnichannel excellence
2022 Global Trends Report
The State of Omnichannel Customer Engagement in Biopharma
As the communication preferences of HCPs and other important stakeholders continue to evolve, the life science industry is being forced to think about more creative and engaging ways to connect and partner with their key customer audiences. Questions about what omnichannel is (and is not) and how the role of the sales rep and MSL can best fit within a richer and more personalized channel mix are highly relevant topics for discussion within biopharma – especially as the industry’s innovators continue to reap the benefits of shifting their focus towards improved customer engagement and customer experience. But which insights and trends are crucial to be able to inform (and subsequently excel at) omnichannel customer engagement?
Welcome to the first Across Health Global Trends report, a free annual publication in which we aim to share some of the year's most interesting insights and trends pulled from our industry-leading Navigator365™ and Maturometer™ research. Simply tap the button below and complete a short form in order to access this unique snapshot of what biopharma and its HCP specialist and payer audiences have been thinking and doing in the omnichannel space in 2022.
Get unmissable global and regional insights on a range of topics, including:
- HCP engagement and preferences
- Industry performance and digital maturity
- Latest metrics on the most popular channels (digital and traditional F2F)
- Omnichannel launch trends
- Benchmarking analyses
- Payer highlights
To give you an idea of what the trends report offers, we are pleased to provide you with two highlights below.
Want to dive into the full report immediately? Click below to easily download the full report…
HCP satisfaction with biopharma’s digital offerings is slowly increasing but over half of specialists remain dissatisfied or neutral
Taking specialists in the US as an example, we see a gradual trend of increased satisfaction over the past few years; at the same time, however, over half of HCPs remain dissatisfied or neutral with biopharma’s digital offerings. Combined with the fact that the proportion of HCPs describing themselves as “very satisfied” has remained very small, this shows that there is still a significant room for improvement.
Interested to know if the trend is similar for other regions?
What drives an optimal customer experience?
When it comes to Cx drivers related to biopharma engagement, specialists of all stripes rate ‘fast response/ feedback’ as the most important dimension across all regions, followed by ‘knowledgeable staff’. ‘Knows my professional interests’ also scores well, indicating that personalization has a role to play, while of the omnichannel criteria, ‘knows and respects my channel preference’ is regarded as important, particularly among European specialists.
Interested to find out how these and other Cx drivers are being ranked for the different regions?
Form goes here
Methodology
Since research began in 2013, the Across Health Navigator365™ has surveyed more than 65.000 physicians in over 25 therapeutic areas worldwide on their omnichannel preferences and behaviour.
Navigator365™ Core collates this research into 50 million+ datapoints accessible via the self-service, cloud-based platform through highly interactive tools and reports.
Navigator365™ Cx Benchmark allows you to compare your brand to key competitors at the channel, functional (marketing, sales, medical, patient) level.
Navigator365™ Payer leverages similar robust primary research to offer you valuable insights into the payer landscape.
Meet the experts
Further reading:
Make sure to register for our upcoming webinar 'Global HCP & competitor omnichannel trends in life sciences 2022-2023’ to hear some of the highlights of our Global Trends Report presented by our omnichannel experts
Learn more about our Navigator365™ product suite
Digital transformation in pharma companies: November’s 1000 to 1 topic
Digital transformation in pharma is finally progressing. More senior level recognition has led to more money flowing into (ever better planned) digital initiatives. While this is sufficient, and indeed necessary, for organizational transformation… It’s not a guarantee it will take route.
The right people, technology, metrics, and a “burning platform” for change are also key for a real acceleration of an organisations digital capabilities.
Our latest 1000 to 1 issue takes a look at the key enabling factors necessary for pharma’s digital transformation to accelerate.
Pharma’s journey to the multichannel rep: October’s 1000 to 1 topic
Just how important is face to face interaction with physicians? Can you imagine a world where this is the icing on the cake of interaction with customers – with many other parts of the relationship happening digitally? Look around, and this world is almost visible – and in pharma, this means the multichannel rep is almost here.
But is hope and desire matching to execution? Not always so much. Join us for the next instalment of our 1000 to 1 series – to see whether the reality of the multichannel rep is within reach for pharma today.
Segmentation models to improve communication with HCPs: August’s 1000 to 1 topic
We continue to see a worrying misalignment between the types of communications that pharma is delivering and what HCPs want to receive. Pharma is driving against the traffic in its communication with physicians. However, any roadmap must begin with more comprehensive, agile and nuanced customer insights.
New segmentation models can help understand the best way to engage with HCPs. Find out more on our latest 1000 to 1 issue.
The real use of the multichannel rep: May’s 1000 to 1 topic
The promise of digital engagement with stakeholders is alluring – but many worry that removing the personal contact provided by reps could undermine relationship building. One of the leading solutions to this dilemma is to turn traditional reps into multichannel orchestrators.
While much ink has been spilt on this, the full potential of this model is not necessarily being experienced by physicians.
Read more details about this month's 1000 to 1 subject on our blog.
A 1000 to 1: Across Health’s view on the topics of the day
Pharma is generating ever more content, ranging from descriptions about products to patient stories, to webinars, to emails…. But all this is irrelevant if the right physicians don’t see it at the right time.
The gap between what HCPs want and what HCPs get – the digital divide – is only growing.
Dive into the details of this month's 1000 to 1 subject: check out our vlog by Fonny Schenck, CEO, and blog by Philip Baciaz here.