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?
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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