Customer expectations are changing all the time so making a robust campaign plan can be challenging. Is your 2022 campaign plan solid enough for the (post-) pandemic era?

DO THE TEST!

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1. Tell us how you feel you’re doing so far…

We base our 2022 plan on robust evidence and/or recent customer research

We are increasing digital budgets but not sure by how much and for which channels

I have no idea where to begin!

Make your choice. Instant feedback!

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)

Carry on!

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)

Carry on!

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)

Carry on!

2. Do you think your HCP audience is satisfied with your current digital offerings?

Physicians became significantly more satisfied with our digital offerings in Q4 2020 vs Q4 2019

Physician satisfaction barely budged between 2019 and Q4 2020

Physician satisfaction dropped in 2020

Make your choice. Instant feedback!

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?

Carry on!

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?

Carry on!

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?

Carry on!

3. Do you think your HCPs will want to go back to the old normal in terms of fieldforce engagement style?

Yes

No

Make your choice. Instant feedback!

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)

Carry on!

Carry on!

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)

Carry on!

4. Are you increasing your digital budgets for 2021 and 2022?

Yes, absolutely!

No change

We are spending less

Make your choice. Instant feedback!

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 

Carry on!

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 

Carry on!

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 

Carry on!

5. Do you feel your company has sufficient digital knowledge and skills in the space of omnichannel to be successful in 2022 and beyond?

Confident

Could improve...

Should improve!

Make your choice. Instant feedback!

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!

Carry on!

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!

Carry on!

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!

Carry on!

So, how robust is your omnichannel plan for 2022, really?
Discover what the quick test tells us!

Thank you for your interest in our quick test!

We hope it has been a valuable “moment of reflection” for you - and has given you a good feel for where the (omnichannel) puck in biopharma is going!

Of course, there’s much more to be said on the topic!

We at Across Health, a leading global “omnichannel native” consultancy with high customer loyalty (NPS = 74), would like to share with you our latest and industry-leading insights and products in the field of omnichannel engagement via two 30-minute webinars…You can also ask for an appointment with one of our consultants.

Yes, I’m interested in the following options (tick all that apply):

Educational webinar:
Key HCP omnichannel trends

Sign up for a 30-minute webinar on the evolving HCP preferences and how to optimize the mix


Product demo/intro:
Navigator365 & Scala365

Sign up for a 30-minute demo of Navigator365 (mix optimization) and Scala365 (skill building) and see how they can improve my business performance


*Mandatory



Thank you for submitting this form! We will contact you soon with all further details!

Thank you for your interest - and of course feel free to forward the quiz to your colleagues!

Forward to your colleagues

Fill in the details below

+

Thank you for your interest in our quick test!

We hope it has been a valuable “moment of reflection” for you - and has given you a good feel for where the (omnichannel) puck in biopharma is going!

Of course, there’s much more to be said on the topic!

We at Across Health, a leading global “omnichannel native” consultancy with high customer loyalty (NPS = 74), would like to share with you our latest and industry-leading insights and products in the field of omnichannel engagement via two 30-minute webinars…You can also ask for an appointment with one of our consultants.

Yes, I’m interested in the following options (tick all that apply):

Educational webinar:
Key HCP omnichannel trends

Sign up for a 30-minute webinar on the evolving HCP preferences and how to optimize the mix


Product demo/intro:
Navigator365 & Scala365

Sign up for a 30-minute demo of Navigator365 (mix optimization) and Scala365 (skill building) and see how they can improve my business performance


*Mandatory



Thank you for submitting this form! We will contact you soon with all further details!

Thank you for your interest - and of course feel free to forward the quiz to your colleagues!

+