Digital channels continue to proliferate, while many traditional ones see reduced reach & impact…. At the same time, channel mix optimization and knowledge of channel affinity are key weaknesses in pharma’s digital transformation journey, as confirmed by the 2017 Multichanel Maturometer.
A fact-based decision platform for optimizing the mix in life sciences is therefore a critically important asset to sustain competitive advantage.
Across Health has been leveraging an FMCG-inspired optimization methodology for conducting affinity and impact studies with a wide range of stakeholder groups (physicians, patients, and payers): the Navigator.
On these unique, data-rich channel findings, we perform a series of novel analyses, with the primary aim of supporting fact-based channel mix decisions. Specifically, we developed and use the concept of multi-channel equivalence (MCQ), which compares the relative reach/impact of channels to a ‘gold standard’ (for promotion: rep equivalence; for medical: local scientific meeting equivalence; for patients: a visit to their primary care physician)
The Navigator 3.0 (2017 release) goes beyond channel mix optimization and provides actionable insights on content, context and 3rd-party media outlets, with a view to ensuring full customer engagement:
In addition, the research provides insight into performance metrics and company benchmarking for 12 key channels, attitudinal & demographic drivers for channel preference, influence of emerging health technologies and other areas.
As of the beginning of 2018, the Navigator research has over 15K channel affinity profiles of physicians, patients and payers. Over 30 customers use the data for channel mix decisions.
- “After extensive scanning of the channel research landscape, the winner for us was the Across Health Navigator. The data spans over 50 channels and covers both offline & online as well as promotional and non-promotional channels and stakeholders. This makes the Across Health Navigator an extensive piece of channel research and allows for fact-based and integrated multichannel planning, optimization and measurement. The approach resonates extremely well with both our senior leaders as well as our brand teams across Europe."
Senior Director Commercial Excellence, mid-sized Pharmaco
- "The Navigator provides a customer-centric approach to selecting the right channels for the right countries. That is because the impact and reach measurements you get per channel come right from the voice of the customer - through a strong market research-based methodology. The Navigator is one strong part of the decision-making mix, of course along with a strong multichannel strategy and real-world experience of what works."
Director Commercial Excellence Europe, top 10 pharmaco
“The Navigator data based on reach and impact has become a critical part in the tactical planning of multi-channel activities as it allows a clear and straight forward way to select and consider trade-offs between different channels. Today the Navigator data provides key insights and drives our multi-channel decisions both on a regional and country level."
Head of Commercial Excellence Europe, leading biotech company
See our recent webinar on Navigator 3.0
For further information, contact Philip Baciaz