2023 Global Trends Report

News

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…

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HCP SATISFACTION WITH BIOPHARMA’S DIGITAL OFFERINGS HAS PLATEAUED AND REMAINS BELOW 50%

Taking EU5 specialists as an example, after a strong pandemic-related increase, the rise in satisfaction levels among specialists has levelled off, 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?

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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?

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Across Health 2023 Global Trends Report

Discover our in-depth insights on the state of omnichannel customer engagement in biopharma!

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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™ 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.