As COVID-19 is spreading rapidly across the world, the traditional HCP customer engagement model in life sciences has come to a grinding halt. This webinar -presented by Fonny Schenck (CEO, Across Health), Patrick Vidal (Managing Partner, Across Health) and Vanessa Huichard (Senior Consultant, Across Health)- will help you navigate the multichannel maze in COVID-19 days. Besides unique insights, pragmatic recommendations, and robust cases, this session includes hot-off-the-press research results from our Navigator Spotcheck (with the views of 300 EU5 Specialists and GPs, on what they want from pharma in these times of social distancing) and our Maturometer Snapshot (featuring the views of 100+ pharma staff on their very-short term priorities in this period – and the longer view). For the recorded webinar please visit: https://bit.ly/2wFNqjS

1. 24/04/2020Proprietary and Confidential Information© Across Health1
Navigating the multichannel maze in COVID-19 times
23 March 2020
NOTE
This is a rapidly evolving situation, so key
results & ideas may change over time – and
lead to different conclusions

2. 24/04/2020Proprietary and Confidential Information© Across Health2
Topics for today
1 Segmentation will be more important than ever
2 Look beyond the usual channels & content
3 Boost the skill level of all customer-facing teams
4 Build scenarios for “the day after”
5 How we can help

3. 24/04/2020Proprietary and Confidential Information© Across Health3
Welcome to the VUCA world…

4. 24/04/2020Proprietary and Confidential Information© Across Health4
Across Health ran two short-term surveys…
Navigator Spotcheck
(Fri 13 March – Wed 17 March)
Maturometer Snapshot
(Mon 11 March – Wed 17 March)
• N = 116
• 42% local; 58% HQ
• Function
1.
2.
• 44% digital/omnichannel
• 29% marketing
• 13% sales
• 4% medical
• 10% other

5. 24/04/2020Proprietary and Confidential Information© Across Health5
Access restrictions around the lockdown period:
“early” markets vs “late” markets
% of respondents seeing big decline in frequency
(4&5 on 1-5 scale) in past 2 weeks
GP SPEC
DE 37% 62%
UK 58% 44%
FR 66% 79%
IT 74% 91%
ES 86% 85%
AVG 64% 72%
Navigator Spotcheck 2020, n=306
• 64-72% report strong F2F
declines (EU5 AVG GP & SPEC)
• Stronger decline in SPEC
• “Smallest” decline in DE
• Biggest drops in IT & ES
• In short term, all markets will
go to or are at 100%
Focus on SPEC DE (late) & ES (early) in subanalysis

6. 24/04/2020Proprietary and Confidential Information© Across Health6
Segmentation part 1 – not all HCPs are looking to re-engage NOW
• Some HCPs are in the eye of the COVID-19 storm…
• But others have time on their side
• A German HCP website reports a doubling of website visits
KEEP CALM
The Doctor
may not
WANT TO SEE
YOU NOW
47%
36%
GP
SPECIALIST
Navigator Spotcheck 2020, n=306

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Do Specialists want to go back to the old normal asap?
Rest prefers fewer contacts – most with a strong digital component…
67% YES
45% YES
SEGMENTATION WILL BE KEY!!
Navigator Spotcheck 2020, n=306

8. 24/04/2020Proprietary and Confidential Information© Across Health8
Topics for today
1 Segmentation will be more important than ever
2 Look beyond the usual channels & content
3 Boost the skill level of all customer-facing teams
4 Build scenarios for “the day after”
5 How we can help

9. 24/04/2020Proprietary and Confidential Information© Across Health9
Is there a silver bullet?

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c
The pharma solution = the rep goes remote (detailing & rep email)?
% wanting to use “much more”
Remote detailing
AVG 71%
HQ 81%
LOCAL 57%
DIGI 80%
BUS 57%
Maturometer Snapshot 2020, n = 116
% wanting to use “much more”
Rep-triggered email
AVG 52%
HQ 58%
LOCAL 44%
DIGI 49%
BUS 49%
Most are already
using & feel they
can increase only
slightly
REMOTE DETAILING
RTE

11. 24/04/2020Proprietary and Confidential Information© Across Health11
Profiling remote-receptive HCPs
Subanalysis of Navigator 365 2019, Italian specialists (N=716)
• Gender does not play a role
• Young & older HCPs are less receptive than middle-aged group
(36-60)
• Big practices engage more often
• Relationship seekers are more open (see chart)
• Digitally mature HCPs are more receptive (see chart)

12. 24/04/2020Proprietary and Confidential Information© Across Health12
The bigger picture…
Increased frequency in past 2 weeks vs future value (weighted) – DE
Navigator Spotcheck 2020, n=306
Medical Promo (sales) Promo (mktg)
Avg exposure increase: 20%; future value = 32%

13. 24/04/2020Proprietary and Confidential Information© Across Health13
The bigger picture…
Increased frequency in past 2 weeks vs future value (weighted) - ES
Navigator Spotcheck 2020, n=306
Medical Promo (sales) Promo (mktg)
Avg exposure increase: 37%; future value = 51%

14. 24/04/2020Proprietary and Confidential Information© Across Health14
Last but not least, time to implementation is a key factor too…
Maturometer Snapshot 2020, n = 106
Rep
Remote
detailing
Approved
email
Webcast/webinar
Virtualizing local
scientific meetings
MSL
Local
meetings
Emedical
eduationMass email by your
company
Fax/DM/
SMS
Apps
Your own
website
3rd party
media
Social media
3rd party call
center
Marketing Medical Sales
These are averages, so you may be in a different spot…
But some channels can certainly be done faster…content permitting
Medical Promo (sales) Promo (mktg)

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Lots to think about in a short time period!
CHANNEL, CONTENT & DIGITAL READINESS
• What are the key channels in terms of reach,
frequency & impact?
• Which channels are easy & fast to activate?
• What kind of content is most effective?
• Which 3rd party media can be activated quickly
• How do physicians see pharma engagement today?
• Are there different archetypes/segments we
need to consider?
STRATEGY EXECUTION
• What will the governance be for this programme?
Local vs INT? steerco?
• Can execution be done above-market? locally? Mix?
• What’s our GDPR-compliant opt-in process?
• Outside-in challenge & support?
STRATEGY
• What kind of scenarios should we consider? Is social
distance only a short-term issue? 3 months?
• Definitive tipping point for customer engagement in the
longer run – or back to normal?
• What’s in scope? Sales? Marketing? Medical?
Access? All of these?
• How do we define the channel mix?
IMPACT
• What KPIs are we going to set? Customer impact
KPIs, internal adoption levels,…
• How are we going to track these at the different levels?
• How are we ensuring rapid iterations & feedback to
strategy formulation?

16. 24/04/2020Proprietary and Confidential Information© Across Health16
Some jumpstarters
Medical
Virtual local sc mtg
Microlearnings/emeded
Webinars
Virtual ad board
Promo (sales)
Phone call
Remote rep training
Rep email
Promo (marketing)
Microsite/landing page
Patient services & education
3rd party websites
Enewsletters/DM/…
Chatbot experiment
Automation experiment
• Segmentation
• Balanced push & pull
• Cross-functional
• Content & value first
• Experiment
• Adaptive & agile

17. 24/04/2020Proprietary and Confidential Information© Across Health17
Topics for today
1 Segmentation will be more important than ever
2 Look beyond the usual channels & content
3 Boost the skill level of all customer-facing teams
4 Build scenarios for “the day after”
5 How we can help

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Capabilities remain as low as ever before
Maturometer Snapshot 2020, n = 121
Staff are not so well trained in digital

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What are the options?
Virtual workshops
Visual collaboration
Train the trainer (Remote rep, E-MSL,…)
Coaching
Elearning
Microlearnings
Gamification
Playbooks/channel guides

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Remote detailing ‘Train the trainer’
Delivered remotely (or, post-COVID, face to face)
Strategic objectives:
Define added-value content
Define segmentation
Define channel mix
Define touchpoint journey
Build role plays specific to the
reps’ daily life
½ day Regional
Managers alignment
Share the strategic vision
Agree on the
objectives/metrics
Organisation on the field
Coaching role of the RM
Coaching tools available
Validate role plays
1-day train the trainer
Master the
technology/processes
Master the content (story)
Appointment making process
Soft skills calling remotely
Practice on role plays
2-day rep training
Explain the vision and
raise/handle field force fears
and objections
Master the
technology/content/
appointment making process
and soft skills
Role plays for each step
Internal simulations before
calling on HCPs
2 weeks preparation work 1 week to 2 months

21. 24/04/2020Proprietary and Confidential Information© Across Health21
Topics for today
1 Segmentation will be more important than ever
2 Look beyond the usual channels & content
3 Boost the skill level of all customer-facing teams
4 Build scenarios for “the day after”
5 How we can help

22. 24/04/2020Proprietary and Confidential Information© Across Health22
In the short term 88% expects a (very) strong impact; in the
mid/long-term the number is still at 60+%
On a scale from 0 to 5, how big is the impact of COVID-19
on your HCP engagement activities?
Maturometer Snapshot 2020, n = 121

23. 24/04/2020Proprietary and Confidential Information© Across Health23
Marketing budgets dedicated to digital are on the rise
but the post-COVID-19 reality may require “zero-based” budgeting
Covid 19 Maturometer n=71
2019 Maturometer n=110
Business n=38
Digital/omnichannel n=33
HQ n=36
National/local n=35
Maturometer Snapshot 2020, n = 121
2019 Maturometer Covid 19
Maturometer
Business Digital/Omnichannel HQ National/local
19.1%
28.8%
27.4%
30.3%
29.1% 28.4%

24. 24/04/2020Proprietary and Confidential Information© Across Health24
Things may never be the same again…we need to adapt in an agile
way
PRE COVID-19 DURING COVID-19 POST COVID-19
DIGITAL (REMOTE & WEBINARS)
CONGRESS & MEETINGS
F2F MSLs
F2F REP
Long-term OCE strategy for post-COVID era
Shortterm
channel
set-up

25. 24/04/2020Proprietary and Confidential Information© Across Health25
From short-term patches to a longer-term solution
START
...NOW!
ACUTE TACTICS
First aid
...THE DAY AFTER
TOMORROW!
LONG-TERM STRATEGY
CRISPR
...TOMORROW!
SHORT- TO MID-TERM STRATEGY
Closing the wound

26. 24/04/2020Proprietary and Confidential Information© Across Health26
Topics for today
1 Segmentation will be more important than ever
2 Look beyond the usual channels & content
3 Boost the skill level of all customer-facing teams
4 Build scenarios for “the day after”
5 How we can help

27. 24/04/2020Proprietary and Confidential Information© Across Health27
Where Across Health can help: proven offerings + COVID-19 MVPs
Insights
UNDERSTAND
CHANNEL TRENDS &
COMPANY MATURITY
Innovation
Strategy
DESIGN PRAGMATIC
STRATEGY
Intelligent
Execution
IMPLEMENT
Impact
Measurement
MEASURE AND
OPTIMIZE
Navigator365 & Spotcheck Fast lane: tactics prioritization Opt-in programme KPI dashboards
AH Rep Maturometer Expert challenge/optimization Blended/online skill building KPI tracking/benchmarking
recommendations
AH Company Maturometer Short & mid-term blueprints &
experiments
Campaign execution
Virtual Focus Groups Long-term digital
transformation strategy
Tactics execution (webinar,
online meetings, remote,…)
Interviews, desk research Omnichannel Planner Train the Trainer (remote)
OCE resource optimization Coaching
Digital-only launches
ALL DONE THROUGH VIRTUAL ENGAGEMENT FORMATS

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Thank you!