Well done! Only an evidence-based plan is a robust plan!

Even in these turbulent times, more biopharma staff still base their launch budgets on personal and/or company experience (40%) versus on fresh customer research (35%).¹ At any rate, just adding more company-led digital “noise” is not appreciated by physicians.²

1) Across Health Maturometer 2021 (n=173) - 2) Blog: Pump up the volume without customer focus is a dangerous strategy

Good news: Robust, actionable customer research is available for anyone these days! (More about that later)

OUCH!! Without evidence, no plan is robust!

Even in these turbulent times, more biopharma staff still base their launch budgets on personal and/or company experience (40%) versus on fresh customer research (35%).¹ At any rate, just adding more company-led digital “noise” is not appreciated by physicians.²

1) Across Health Maturometer 2021 (n=173) - 2) Blog: Pump up the volume without customer focus is a dangerous strategy

Good news: Robust, actionable customer research is available for anyone these days! (More about that later)

OUCH!! Without evidence, no plan is robust!

Even in these turbulent times, more biopharma staff still base their launch budgets on personal and/or company experience (40%) versus on fresh customer research (35%).¹ At any rate, just adding more company-led digital “noise” is not appreciated by physicians.²

1) Across Health Maturometer 2021 (n=173) - 2) Blog: Pump up the volume without customer focus is a dangerous strategy

Good news: Robust, actionable customer research is available for anyone these days! (More about that later)

Good! But are you sure? HCP satisfaction is crucial… & here are some - sobering! - recent global numbers :

In Q4 2019, 34% of specialists across EU4/UK and US were satisfied (and only 4% very satisfied) with pharma digital offerings. This number went up to 41% in Q4 2020 (of which 5% very satisfied). At the same time, 22% remain negative and 37% neutral. So, there is still a lot of room for improvement – and a real opportunity to win the hearts and minds of your omnichannel customers!¹ 

1) Across Health Navigator365 Core 2019-2020 (n=7791 : 3304 in 2020, 4487 in 2019)

How well do you know your customer?

You're not alone. HCP satisfaction is crucial… & here are some - sobering! - recent global numbers :

In Q4 2019, 34% of specialists across EU4/UK and US were satisfied (and only 4% very satisfied) with pharma digital offerings. This number went up to 41% in Q4 2020 (of which 5% very satisfied). At the same time, 22% remain negative and 37% neutral. So, there is still a lot of room for improvement – and a real opportunity to win the hearts and minds of your omnichannel customers!¹ 

1) Across Health Navigator365 Core 2019-2020 (n=7791 : 3304 in 2020, 4487 in 2019)

How well do you know your customer?

Not good! HCP satisfaction is crucial… & here are some - sobering! - recent global numbers :

In Q4 2019, 34% of specialists across EU4/UK and US were satisfied (and only 4% very satisfied) with pharma digital offerings. This number went up to 41% in Q4 2020 (of which 5% very satisfied). At the same time, 22% remain negative and 37% neutral. So, there is still a lot of room for improvement – and a real opportunity to win the hearts and minds of your omnichannel customers!¹ 

1) Across Health Navigator365 Core 2019-2020 (n=7791 : 3304 in 2020, 4487 in 2019)

How well do you know your customer?

Are you sure? Early evidence is not supporting your view…

Among EU4/UK specialists, F2F preference dropped significantly between Q4 2019 and Q4 2020 (from 51% to 41%), and so did the desired frequency of F2F visits. Most HCPs now prefer to engage digitally only (16%) or via a mix (38%). For educational engagements, the numbers are even higher: 66% prefers digital only (21%) or a mix (45%) – vs an already high 60% in 2019 (16% + 44%)¹

1) Across Health Navigator365 Core EU4+UK Specialists, 2019-2020 (n=7867 : 3283 in 2020, 4584 in 2019)

You're probably right. Early evidence confirms your thinking…

Among EU4/UK specialists, F2F preference dropped significantly between Q4 2019 and Q4 2020 (from 51% to 41%), and so did the desired frequency of F2F visits. Most HCPs now prefer to engage digitally only (16%) or via a mix (38%). For educational engagements, the numbers are even higher: 66% prefers digital only (21%) or a mix (45%) – vs an already high 60% in 2019 (16% + 44%)¹

1) Across Health Navigator365 Core EU4+UK Specialists, 2019-2020 (n=7867 : 3283 in 2020, 4584 in 2019)

Excellent! Your colleagues are upping their digital budgets too (but the quality of engagements is key as well!)

Before the pandemic, 19% of marketing budget was spent on digital. It went up to 23% during COVID (2020) and continued to rise in 2021 –  to 27%. This spending level is not a temporary peak –over 75% of respondents expect the budget to further increase by more than 10% next year.¹ 

1) Across Health Maturometer 2019-2021 

Really!! Your colleagues are upping their digital budgets to achieve omnichannel customer excellence...

Before the pandemic, 19% of marketing budget was spent on digital. It went up to 23% during COVID (2020) and continued to rise in 2021 –  to 27%. This spending level is not a temporary peak –over 75% of respondents expect the budget to further increase by more than 10% next year. (1) 

1) Across Health Maturometer 2019-2021 

Really? Your colleagues are upping their digital budgets to achieve omnichannel customer excellence…

Before the pandemic, 19% of marketing budget was spent on digital. It went up to 23% during COVID (2020) and continued to rise in 2021 –  to 27%. This spending level is not a temporary peak –over 75% of respondents expect the budget to further increase by more than 10% next year. (1) 

1) Across Health Maturometer 2019-2021 

Good! But are you sure? A lot of your competitors feel not quite the same…

Less than 40% in the EU and under 30% in the US feel they have enough knowledge to leverage all digital opportunities. In fact, these numbers are DOWN versus 2018.¹

1) Across Health Maturometer (2018, 2021)

Good news: Specialized upskilling platforms exist!

You’re not alone: A lot of your competitors feel the same...

Less than 40% in the EU and under 30% in the US feel they have enough knowledge to leverage all digital opportunities. In fact, these numbers are DOWN versus 2018.¹

1) Across Health Maturometer (2018, 2021)

Good news: Specialized upskilling platforms exist!

You’re not alone: A lot of your competitors feel the same...

Less than 40% in the EU and under 30% in the US feel they have enough knowledge to leverage all digital opportunities. In fact, these numbers are DOWN versus 2018.¹

1) Across Health Maturometer (2018, 2021)

Good news: Specialized upskilling platforms exist!