Across Health 2014 Multichannel Barometer survey shows Pharma’s painful progress towards digital productivity. The 2014 Multichannel Barometer survey from Across Health paints a picture of a Life Sciences industry still struggling to come to terms with the realities of multichannel marketing. The survey, now in its sixth year, shows digital spend plateauing compared with 2013 (15.6% vs 16% of total marketing budgets). This is in stark contrast to other industries, where spending on multichannel initiatives is already well over 20% and set to increase by 10% in 2014.

1. 01 02 03 04 05
Across Health is pleased to present you with the state
of the multichannel landscape in life sciences in
Europe, US and emerging markets – for the sixth year
already. Find out whether multichannel has reached its
full potential in life sciences or not… yet!
Click for preface by CEO Fonny Schenck
KEY SURVEY
STATISTICS
EXECUTIVE
SUMMARY
ADOPTION OF
MULTICHANNEL
KEY
CHALLENGES
FUTURE OF
DIGITAL LIFE
SCIENCES

2. 01 02 03 04 05
10/06/14 Across Health Multichannel Barometer 2014 2
302 LIFE SCIENCES LEADERS
COMPLETED THE BAROMETER,
MAKING IT THE LARGEST OF
ITS KIND.
WHAT ARE THE KEY
DYNAMICS? SATISFACTION,
CHANNEL USE, HURDLES AND
BUDGET TRENDS.
BUDGETS PLATEAU AT A LOW
LEVEL; MIX OPTIMIZATION AND
CUSTOMER ANALYTICS
REMAIN AN ISSUE.
LEGAL-REGULATORY ISSUES
REMAIN THE KEY HURDLE,
BUT ROI AND LACK OF
KNOWLEDGE MOVE UP.
MOBILE & CROSS-CHANNEL ON
THE INCREASE… SEVERAL
HIGH-IMPACT CHANNELS
REMAIN UNDERUSED.
Preface
Last year, we saw satisfaction, knowledge and spend levels in multichannel plateauing
and suggested that pharma was entering the trough of disillusionment, as defined
by Gartner. This hypothesis is confirmed by this year’s results... overall, satisfaction
levels are down vs 2013, and the importance of ROI evidence and internal
skills is rising. In addition, there is a clear mismatch between what respondents feel is very
impactful vs what they do.
Most strikingly, digital spend is plateauing vs last year, from 16 to 15.6% of marketing spend...
while other industries are already over 20% and intend to up that by 10% or more in 2014.
Setting up the right organization (companywide strategy, processes & technology,
organization...), focusing on the right set of multichannel tactics, rolling them out at scale and
measuring for performance are key steps to move beyond the trough of disillusionment.
We are seeing an increasing focus on such strategic efforts – maybe 2015 will be the first year of
the“plateau of productivity”... and 2014 the last year of the long fuse?
Fonny Schenck
Managing Partner, Across Group
CEO, Across Health
KEY SURVEY
STATISTICS
EXECUTIVE
SUMMARY
ADOPTION OF
MULTICHANNEL
KEY
CHALLENGES
FUTURE OF
DIGITAL
2011 2012
2013
2014
2015?
The
long fuse?

3. 01
10/06/14 Across Health Multichannel Barometer 2014 3
Key survey statistics
302 RESPONDENTS
FROM 100 LIFE SCIENCE
COMPANIES COMPLETED
THE ONLINE SURVEY
BETWEEN FEB. 25 AND
APRIL 3, 2014 PHARMA
RESPONDENTS
MAKE UP THE BULK
GLOBAL SPREAD,
BUT MOST
RESPONDENTS
FROM EUROPE
ONE THIRD HAVE
INTERNATIONAL
ROLE
MOST FUNCTIONS
IN MARKETING &
DIGITAL

4. 01Key survey statistics
1%
2%
5%
92%
Other
OTC
Medical devices
Pharmaceutical
Pharma respondents make up the bulk of the participants*
10/06/14 Across Health Multichannel Barometer 2014 4
KEY
STATISTICS

5. 01Key survey statistics
4%
5%
6%
8%
9%
68%
Other
Japan
China
Latin-America
US
Europe
Most respondents come from the European region*
10/06/14 Across Health Multichannel Barometer 2014 5
KEY
STATISTICS

6. 01Key survey statistics 69% work at National / local level,
while 31% have an international role*
10/06/14 Across Health Multichannel Barometer 2014 6
KEY
STATISTICS
National/local
69%
Regional
18%
Global
13%

7. 01Key survey statistics
Functional Spread
10/06/14 Across Health Multichannel Barometer 2014 7
KEY
STATISTICS
7%
2%
3%
5%
6%
11%
21%
44%
Other
IT
Marketing Research
Medical
CRM
Sales
Digital
Marketing

8. 02
LEGAL-REGULATORY
ISSUES REMAIN THE
TOP HURDLE, ROI &
LACK OF KNOWLEDGE
RISING FAST
WEBSITES ARE MOST
POPULAR TACTIC,
CROSS-CHANNEL AND
MOBILE RISING FAST
SATISFACTION LEVELS
REMAIN BELOW 20%
MULTICHANNEL
BUDGETS HAVE
PLATEAUED
10/06/14 Across Health Multichannel Barometer 2014 8
Executive
summary

9. 02
Websites remain the top digital
tactic. Tablet detailing is a
strong second, and mobile and
multichannel are rising quickly.
In terms of impact vs use,
there is clearly a mismatch,
with several high-impact
tactics just being piloted, while
highly-used tactics receive a
medium impact score.
Executive summary
REGULATORY ISSUES
REMAIN TOP HURDLE, ROI
& LACK OF KNOWLEDGE
ARE RISING
WEBSITES ARE MOST
POPULAR TACTIC,
CROSS-CHANNEL AND
MOBILE RISING FAST
SATISFACTION LEVELS
REMAIN BELOW 20%
MULTICHANNEL
BUDGETS HAVE
PLATEAUED
The top 4 bottlenecks for
success are regulatory/legal/
compliance issues, lack of
digital strategy, ROI, and lack
of internal knowledge. The
latter two continue to rise fast.
Multichannel budgets seem to
have plateaued – at least for
now. Pharma continues to
underspend on digital vs other
industries and vs customer
needs…as business pressures
increase, we expect a strong
growth in the next few years.
Satisfaction with multichannel
edges higher in 2014 – but is
still below 20%...although
respondents continue to
believe that their multichannel
HCP efforts are on par with the
competition…perhaps nobody
is doing it really well?
10/06/14 Across Health Multichannel Barometer 2014 9
Full infograph

10. 02 Executive summary
10/06/14 Across Health Multichannel Barometer 2014 10

11. 03
DO WE STILL HAVE
INSUFFICIENT
KNOWLEDGE & SKILLS
IN DIGITAL?
IN THE MIX:
WHAT IS HOT?
& WHAT IS NOT?
WE CAN’T GET NO
SATISFACTION?
10/06/14 Across Health Multichannel Barometer 2014 11
Current adoption
of multichannel

12. 03 Current adoption of multichannel
STRATEGY, PEOPLE,
SKILLS: ROOM FOR
IMPROVEMENT!
SEVERAL HIGH-IMPACT
CHANNELS ARE
UNDERUSED
RESPONDENTS DO NOT
FEEL VERY CONFIDENT
• Around 60% of respondents
has a multichannel brand/
company strategy in place,
but only around 25% of those
consider it well executed (ie,
15% of all respondents)…
• More than 60% have a local
and/or international team in
place; but less than 50% of
those feel it is very effective –
local teams score significantly
better than international ones
• Multichannel skill sets
continue to be low – and are
even lower vs 2009 (45% vs
37% with at least sufficient
knowledge)
• Confidence in reaching
patients & payers is even
lower, and for patients too,
confidence levels are
dropping (Europe)... this
correlates well with the
limited use of high-impact
patient channels
(adherence, monitoring)
• As last year, multichannel
initiatives targeted at HCPs are
considered more competitive
vs other customer groups....but
only 24% feels this way...and in
Europe, confidence is
dropping. As in most other
overviews, emerging markets
score higher, but that may be
due to the earlier stage of
adoption (“hype” phase)
• Pilot focus continues to be on
cross-channel & mobile mkt,
while also patient adherence is
rising through the ranks
• There is also limited use of
third-party marketing &
education opportunities (“fish
where the fish are”) – less than
50% have included such
channels so far.
• Pharma-owned websites still
remain the most popular tactic,
followed closely by tablet
detailing. Mobile marketing is
picking up, along with cross-
channel
• Focused patient tactics are just
emerging, with patient
adherence tools scoring 26%
standard use (quantified, self,
social media and remote
monitoring scoring much lower)
• Interestingly, the most used
tactics are not always seen as
the most effective… there is
only 1 tactic in the high use/
impact box, and highly effective
tactics like multichannel and
patient tools are hardly used.
10/06/14 Across Health Multichannel Barometer 2014 12

13. 03Current adoption
of multichannel
20%
56%
24%
We have one, but its validity is
questioned
We have one, but it is not
implemented with rigour
We have one, and it is well
executed
Most companies have issues with execution of their company-wide
digital strategy or have not implemented one at all…
10/06/14 Across Health Multichannel Barometer 2014 13
Do you have a company-wide digital strategy in place (i.e. across all brands & functions)?
copyright © Across Health, 2014
57%
41%
2
No
No
need
Yes

14. 03Current adoption
of multichannel
26%
47%
27%
We have one, but its validity is
questioned
We have one, but it is not
implemented with rigour
We have one, and it is well
executed
No
62%
36%
2
…the result is similar for digital brand strategies
10/06/14 Across Health Multichannel Barometer 2014 14
How robust is your digital brand strategy today (i.e. at the brand level – NOT the company level)?
copyright © Across Health, 2014
Don’t have one
We have one
No
need

15. 03Current adoption
of multichannel
77%
16%
8%
Yes
Don’t
know
Not
sure
No
25%
56%
19%
Yes, just being created Yes, but the impact is low Yes, and it is highly effective
Most organizations have dedicated digital teams at international
level but their effectiveness is questioned…
10/06/14 Across Health Multichannel Barometer 2014 15
Do you have a central digital team at the INTERNATIONAL level?
copyright © Across Health, 2014

16. 03Current adoption
of multichannel
21%
39%
40%
Yes, just being created Yes, but the impact is low Yes, and it is highly effective
…while digital teams at local level are seen as more effective
10/06/14 Across Health Multichannel Barometer 2014 16
Do you have a central digital team at the LOCAL level?
copyright © Across Health, 2014
67%
29%
4%
No
Yes
Don’t
know
Not
sure

17. 03Current adoption
of multichannel
The level of internal expertise is dropping again – and arguably has
not moved ahead since 2009
10/06/14 Across Health Multichannel Barometer 2014 17
Do you feel that you have sufficient knowledge of all opportunities
offered by the internet for your business activities?
KEY
CHALLENGES
Note: 2009-2011 data EMEA only
4%
4%
2%
1%
2%
4%
24%
20%
24%
18%
16%
21%
27%
31%
42%
44%
36%
38%
31%
34%
21%
30%
34%
25%
14%
10%
10%
8%
12%
12%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2009
2010
2011
2012
2013
2014
Totally insufficient
Insufficient
Between sufficient and insufficient
Sufficient
More than sufficient (expert)
copyright © Across Health, 2014

18. 03Current adoption
of multichannel
80%
71%
62%
61%
59%
48%
46%
42%
41%
34%
33%
29%
26%
25%
23%
21%
20%
18%
11%
11%
11%
9%
8%
8%
7%
5%
11%
14%
21%
13%
17%
34%
33%
32%
22%
41%
25%
22%
36%
40%
28%
34%
35%
31%
12%
28%
18%
16%
22%
12%
19%
21%
4%
9%
11%
19%
16%
15%
16%
19%
26%
21%
30%
38%
25%
25%
40%
39%
39%
43%
54%
48%
60%
59%
47%
61%
54%
57%
5%
6%
6%
8%
9%
3%
5%
7%
11%
4%
12%
11%
12%
10%
9%
6%
6%
9%
23%
13%
11%
16%
23%
20%
20%
17%
Pharma-owned website*
Tablet eDetailing
Email marketing
Direct marketing
Web Banners
Web conference or virtual meeting
Online medical education
HCP self-service portal
SEO
Mobile marketing
SEA
Outbound call centre
Patient adherence tools
Integrated cross-channel campaigns
Virtual eDetailing
Social media marketing
Social media monitoring
eRep
e-sampling
e-MSL
Mobile advertising
e- or PHR** ad & promo services
Marketing automation software
ePrescribing advertising & promo services
Quantified self / self-tracking devices
Remote patient monitoring
Standard practice Pilot planned or ongoing Never Do not know / not applicable
Websites still remain the most popular tactic, followed closely by tablet detailing.
Mobile marketing is picking up, along with cross-channel
10/06/14 Across Health Multichannel Barometer 2014 18
CURRENT
ADOPTION*Company, product, or disease website. **electronic or personal health record.
copyright © Across Health, 2014

19. 03Current adoption
of multichannel
80%
72%
63%
60%
59%
48%
48%
43%
41%
35%
33%
30%
25%
25%
22%
22%
21%
17%
11%
11%
10%
9%
8%
8%
8%
6%
11%
13%
21%
12%
17%
34%
33%
32%
23%
41%
26%
20%
41%
38%
34%
28%
36%
31%
29%
18%
16%
11%
20%
12%
20%
21%
4%
9%
10%
20%
15%
14%
14%
19%
25%
20%
30%
39%
23%
24%
39%
41%
38%
43%
47%
59%
59%
55%
47%
60%
52%
56%
5%
6%
5%
8%
9%
3%
5%
6%
11%
4%
12%
11%
10%
13%
5%
9%
6%
9%
13%
12%
16%
25%
24%
20%
20%
17%
Pharma-owned website*
Tablet eDetailing
Email marketing
Direct marketing
Web Banners
Web conference or virtual meeting
Online medical education
HCP self-service portal
SEO
Mobile marketing
SEA
Outbound call centre
Integrated cross-channel campaigns
Patient adherence tools
Social media marketing
Virtual eDetailing
Social media monitoring
eRep
e-MSL
Mobile advertising
e- or PHR** ad & promo services
e-sampling
Marketing automation software
ePrescribing advertising & promo services
Quantified self / self-tracking devices
Remote patient monitoring
Standard practice Pilot planned or ongoing Never Do not know / not applicable
Top tactics used in:
Europe
10/06/14 Across Health Multichannel Barometer 2014 19
*Company, product, or disease website. **electronic or personal health record.
copyright © Across Health, 2014

20. 03Current adoption
of multichannel
Top tactics used in:
United States
10/06/14 Across Health Multichannel Barometer 2014 20
CURRENT
ADOPTION
86%
66%
61%
61%
61%
55%
45%
41%
39%
36%
34%
32%
30%
27%
27%
27%
20%
20%
16%
16%
14%
11%
11%
11%
11%
2
2%
16%
20%
14%
14%
25%
18%
36%
27%
16%
39%
36%
36%
30%
23%
16%
39%
32%
27%
25%
25%
50%
18%
16%
16%
23%
2%
11%
14%
18%
14%
7%
23%
20%
25%
32%
23%
23%
23%
34%
39%
39%
36%
41%
50%
30%
43%
34%
59%
64%
52%
59%
9%
7%
5%
7%
11%
14%
14%
2%
9%
16%
5%
9%
11%
9%
11%
18%
5%
7%
7%
30%
18%
5%
11%
9%
20%
16%
Pharma-owned website*
Web Banners
Tablet eDetailing
Direct marketing
SEO
Email marketing
SEA
Web conference or virtual meeting
Online medical education
Outbound call centre
Mobile marketing
HCP self-service portal
Integrated cross-channel campaigns
Patient adherence tools
Virtual eDetailing
e-sampling
Social media monitoring
eRep
Mobile advertising
Marketing automation software
Quantified self / self-tracking devices
Social media marketing
e-MSL
e- or PHR** ad & promo services
ePrescribing advertising & promo services
Remote patient monitoring
Standard practice Pilot planned or ongoing Never Do not know / not applicable
*Company, product, or disease website. **electronic or personal health record.
copyright © Across Health, 2014

21. 03Current adoption
of multichannel
82%
71%
71%
59%
59%
53%
47%
47%
41%
29%
29%
29%
29%
29%
24%
18%
18%
18%
12%
6%
6%
6%
6%
6%
24%
12%
29%
29%
18%
41%
29%
47%
47%
41%
35%
35%
29%
41%
71%
18%
6%
24%
24%
24%
12%
12%
18%
18%
12%
6%
6%
18%
12%
12%
24%
12%
18%
12%
18%
18%
29%
24%
35%
29%
6%
53%
65%
59%
59%
59%
65%
59%
65%
53%
71%
6%
6%
6%
6%
12%
6%
12%
6%
6%
6%
12%
12%
6%
12%
12%
18%
24%
18%
29%
18%
Pharma-owned website*
Tablet eDetailing
Web Banners
Web conference or virtual meeting
Email marketing
Direct marketing
HCP self-service portal
SEO
Online medical education
Integrated cross-channel campaigns
SEA
Outbound call centre
Patient adherence tools
Virtual eDetailing
Social media monitoring
Mobile marketing
Social media marketing
Mobile advertising
eRep
Marketing automation software
e-MSL
ePrescribing advertising & promo services
e- or PHR** ad & promo services
Quantified self / self-tracking devices
e-sampling
Remote patient monitoring
Standard practice Pilot planned or ongoing Never Do not know / not applicable
Top tactics used in:
Emerging countries
10/06/14 Across Health Multichannel Barometer 2014 21
CURRENT
ADOPTION
*Company, product, or disease website. **electronic or personal health record.
copyright © Across Health, 2014
Emerging: Brazil, China, Colombia, Hungary, Mexico, Poland, Russian Federation, South Africa, Turkey, Uruguay

22. 03Current adoption
of multichannel
11%
11%
12%
12%
13%
16%
17%
18%
20%
20%
20%
21%
21%
23%
26%
28%
29%
31%
32%
33%
34%
34%
36%
38%
41%
41%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
e-Sampling
Pharma-owned website*
Direct Marketing
ePrescribing advertising
Tablet eDetailing
personal health records advertising
Web banners
Mobile Advertising
Outbound Call Center
Quantified self / self-tracking devices
Marketing automation software
Remote patient monitoring
eMail marketing
SEO
SEA
Virtual eDetailing
eMSL
eRep
HCP self-service portal
Online MedEd
Social media marketing
Web conference
Social media monitoring
Patient compliance/adherence
Mobile marketing
Integrated cross-channel campaigns
In Europe Integrated cross-channel is the top piloted initiative along with mobile marketing while
patient adherence is picking up from last year. Online MedEd, Web conferences and HCP self-
service portals are moving up too.
10/06/14 Across Health Multichannel Barometer 2014 22
Pilot planned or ongoing
*Company, product, or disease website.
copyright © Across Health, 2014
5%
-1%
-7%
-7%
6%
-8%
8%
5%
3%
-4%
4%
-3%
-5%
-6%
= % change since 2013
Increase
Decrease
No change=
Tactic added in 2014
-2%
-6%
-8%
-2%
=

23. 03Current adoption
of multichannel
27%
25%
21%
14%
16%
48%
47%
48%
27%
30%
25%
25%
27%
49%
44%
3
4
9%
9%
EPG
Mdlinx
Docguide
Medscape
Elsevier
Poor Neutral Good Excellent
Third-party offerings are less often used.
Medscape and Elsevier are leading the pack.
10/06/14 Across Health Multichannel Barometer 2014 23
How would you rate the value for money of the
following third-party digital channels to communicate
with your physicians?
copyright © Across Health, 2014
78%
75%
72%
49%
48%
22%
25%
28%
51%
52%
Never
used
it
Used
it
Have you worked with these third
parties?

24. 03Current adoption
of multichannel
Integrated cross-channel campaigns score the highest impact in all regions along with e-
MSL and patient adherence tools yet they are all under utilized by pharma
10/06/14 Across Health Multichannel Barometer 2014 24
Impact scale from 0 (not impactful) to 10 (very impactful)
*Company, product, or disease website. **electronic or personal health record.
*** Weighted Impact score based on results from previous question “How impactful do you feel these channels are?”
**** Adoption is based on % of respondents who answered (Standard practice) to “How often do you use the following
multichannel Marketing tools TODAY?”
• Integrated cross-channel campaigns
• Patient adherence tools
• e-MSL
• Remote patient monitoring
• Web conf/virtual meeting
• Online MedEd
• SEO
• HCP self-service portal
• Mobile MKT
• SEA
Adoption****
Perceivedimpact***
10
0
0% 100%copyright © Across Health, 2014
• Tablet eDetailing
• Pharma-owned website*
• Email MKT
• Web Banners • Direct MKT
4
• e/PHR**
promotion
• e-sampling
• MKT automation
• ePrescribing
promo
• Quantified self
• Call centre
• Social media MKT
• Virtual eDetailing
• SM monitoring
• eRep
• Mobile Ad
6
30% 60%
Global

25. 03Current adoption
of multichannel
Respondents are most confident in use of multichannel initiatives
towards HCPs and least towards payors…
10/06/14 Across Health Multichannel Barometer 2014 25
How would you rank your company versus your competitors in
using digital initiatives targeted at stakeholders?
copyright © Across Health, 2014
35%
53%
64%
41%
32%
28%
24%
15%
8%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
HCPs
Consumers/patients
Payors
Behind
Equal
Ahead

26. 03Current adoption
of multichannel
2%
11%
0%
8%
7%
12%
25%
34%
18%
41%
32%
24%
21%
14%
41%
3%
2%
6%
Europe US Emerging
No opinion Far behind Behind Average Ahead Far ahead
…with the emerging markets showing most confidence
10/06/14 Across Health Multichannel Barometer 2014 26
How would you rank your company versus your competitors in using
digital initiatives targeted at healthcare professionals?
HCPs
Emerging: Brazil, China, Colombia, Hungary, Mexico, Poland, Russian Federation, South Africa, Turkey, Uruguay
24%
47%
16%
copyright © Across Health, 2014

27. 03Current adoption
of multichannel
0%
10%
20%
30%
40%
50%
60%
70%
2009 2010 2011 2012 2013 2014
Behind Equal Ahead
HCPs
…while a drop in confidence occurred in Europe vs. 2013
10/06/14 Across Health Multichannel Barometer 2014 27
CURRENT
ADOPTION
How would you rank your company versus your competitors in using
digital initiatives targeted at healthcare professionals?
copyright © Across Health, 2014

28. 03Current adoption
of multichannel
3%
9%
12%
17%
9%
18%
34%
27%
29%
32%
36%
18%
11% 11%
18%
3%
7% 6%
Europe US Emerging
No opinion Far behind Behind Average Ahead Far ahead
Emerging markets also declare the greatest confidence in
initiatives towards consumers/patients
10/06/14 Across Health Multichannel Barometer 2014 28
How would you rank your company versus your competitors in using
digital initiatives targeted at consumers/patients?
14% 18%
CURRENT
ADOPTION
Consumers/patients
24%
copyright © Across Health, 2014
Emerging: Brazil, China, Colombia, Hungary, Mexico, Poland, Russian Federation, South Africa, Turkey, Uruguay

29. 03Current adoption
of multichannel
3%
12%
24%
44%
17%
1%
0 1 2 3 4 5
Overall, only 18% are satisfied with their current digital activities
10/06/14 Across Health Multichannel Barometer 2014 29
Extremely
Satisfied
Extremely
Dissatisfied
18%
CURRENT
ADOPTION
On a scale from 0 to 5, how satisfied are you with your current digital activities?
copyright © Across Health, 2014

30. 03Current adoption
of multichannel
38%
43%
29%
44%
41%
47%
19%
16%
24%
Europe
US
Emerging
Dissatisfied Neutral Satisfied
As last year, satisfaction rates were highest in emerging markets
and lowest in US…
10/06/14 Across Health Multichannel Barometer 2014 30
CURRENT
ADOPTION
On a scale from 0 to 5, how satisfied are you with your current digital activities?
copyright © Across Health, 2014
Emerging: Brazil, China, Colombia, Hungary, Mexico, Poland, Russian Federation, South Africa, Turkey, Uruguay

31. 03Current adoption
of multichannel
0%
10%
20%
30%
40%
50%
60%
2009
2010
2011
2012
2013
2014
Dissatisfied
Neutral
Satisfied
…in Europe, satisfaction rates edged up slightly (but still less than
20%!!)
10/06/14 Across Health Multichannel Barometer 2014 31
On a scale from 0 to 5, how satisfied are you with your current digital activities?
copyright © Across Health, 2014

32. 04
What are the key
challenges in applying
multichannel?
10/06/14 Across Health Multichannel Barometer 2014 32
KEY HURDLES ROI KNOWLEDGE

33. 04 Key challenges
10/06/14 Across Health Multichannel Barometer 2014 33
KEY HURDLES ROI KNOWLEDGE
• As last year, regulatory,
legal, and compliance
issues, ROI, and lack of
digital strategy remain the
main challenges globally.
• In emerging markets,
regulatory, legal, and
compliance issues are by far
the main concern (as
opposed to ROI last year). In
Europe, ROI issues are
almost as important as
regulatory concerns and in
the US, the most advanced
multichannel market, ROI
has taken the top spot.
• Overall, ROI concerns and
lack of internal knowledge
have increased the most
since 2010. Interestingly,
also lack of management
support is going up (perhaps
they have been disappointed
by the business impact of the
current programs)
• Interestingly, only about 33%
of respondents feel they
have a poor understanding
of ROI...so the framework is
there...but the results are
underwhelming?

34. 04Key challenges
3%
4%
4%
10%
12%
12%
18%
28%
31%
36%
42%
N/A
Other
No expert agencies with pharma background available
Customers are not ready
No budget
No headcount to support this
No senior management support
Not enough internal knowledge
No clear digital strategy
ROI questions
Regulatory / legal / healthcare compliance issues
Regulatory, legal and compliance issues remain the top bottlenecks,
followed by ROI questions and unclear multichannel strategy
10/06/14 Across Health Multichannel Barometer 2014 34
KEY
CHALLENGES
% of respondents indicating options as one of the top two main
bottlenecks for digital in their organization.
copyright © Across Health, 2014

35. 04Key challenges
0%
10%
20%
30%
40%
50%
60%
70%
Regulatory / legal /
healthcare compliance
issues
ROI questions No clear digital strategy Not enough internal
knowledge
No senior management
support
Europe
US
Emerging
Regulatory, legal and compliance issues are the largest bottlenecks in emerging
countries and Europe, while US is mostly challenged by ROI questions
10/06/14 Across Health Multichannel Barometer 2014 35
KEY
CHALLENGES
% of respondents indicating options as one of the top two main
bottlenecks for digital in their organization.copyright © Across Health, 2014
Emerging: Brazil, China, Colombia, Hungary, Mexico, Poland, Russian Federation, South Africa, Turkey, Uruguay

36. 04Key challenges
6%
14%
16%
19%
28%
40%
51%
52%
61%
No expert agencies with pharma background available
Customers are not ready
No budget
No headcount to support this
No senior management support
Not enough internal knowledge in this area
No clear eBusiness strategy
ROI questions
Regulatory or legal issues
In Europe, ROI questions, lack of strategy and internal knowledge are rising
in importance vs 2010…and even lack of senior support is on the increase.
10/06/14 Across Health Multichannel Barometer 2014 36
KEY
CHALLENGES
% of respondents indicating main bottlenecks for digital in their organization.
* 2013 and 2014 data has been adjusted for comparability to previous years
copyright © Across Health, 2014
% change since
2010
High increase
Low increase
Decrease
-2%
5%
1%
-2%
10%
15%
6%
11%
4%

37. 04Key challenges
5%
28%
31%
23%
13%
4%
30%
28% 29%
9%
Very poor Poor OK Well Very well
2013
2014
More than 1/3 of all respondents state that they do not have
sufficient understanding of ROI from their digital channels….
10/06/14 Across Health Multichannel Barometer 2014 37
How well do you understand the ROI from digital channels?
copyright © Across Health, 2014
34%

38. 04Key challenges
4%
7%
30%
32%
29%
28%
25%
41%
29% 30%
12%
8%
7%
18%
Europe US Emerging
Very poor
Poor
OK
Well
Very well
US and Europe feel they have an OK understanding of ROI;
Emerging markets are behind
10/06/14 Across Health Multichannel Barometer 2014 38
How well do you understand the ROI from digital channels?
copyright © Across Health, 2014
Emerging: Brazil, China, Colombia, Hungary, Mexico, Poland, Russian Federation, South Africa, Turkey, Uruguay

39. 05
10/06/14 Across Health Multichannel Barometer 2014 39
BUDGET CHANNEL MIX &
CUSTOMER
INTELLIGENCE
What holds the future for
digital in life sciences?

40. 05 The future of digital in life sciences
10/06/14 Across Health Multichannel Barometer 2014 40
BUDGET CHANNEL MIX &
CUSTOMER
INTELLIGENCE
In view of the weak results on
key parameters like strategic
and organizational excellence,
skill level, use of high-impact
channels and overall
satisfaction level, it should not
come as a surprise that the
investment in multichannel has
plateaued vs last year – at a
much earlier point than other
industries.
Little progress is also being
made on these 2 key areas
• Channel mix: For 9 out of
10 respondents, defining
the optimal channel mix is
not a simple task
• Customer intelligence:
More than 4 of 5
respondents have not
implemented a robust
framework to leverage
customer data for closed-
loop marketing yet

41. 05The future of digital
in life sciences
5% 6%
13%
7%
17% 19%
29%
36%
77% 75%
56% 57%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2011 2012 2013 2014
Increase
Equal
Decrease
Substantially fewer respondents see a digital budget increase vs
2011…and the “no change” group increases…
10/06/14 Across Health Multichannel Barometer 2014 41
How do you think your digital budget will evolve by the end of 2014?
copyright © Across Health, 2014

42. 05The future of digital
in life sciences
9%
24%
19%
41%
16%
38%
17%
16%
19%
13%
20%
19%
12%
16%
6%
8% 8%
Europe US Emerging
less than 5% 5% to 10% 11% to 15% 16% to 20% 21% to 25% more than 25%
Average multichannel marketing budgets tend to be higher in the
US and Europe than in emerging markets
10/06/14 Across Health Multichannel Barometer 2014 42
If you oversee a marketing budget, which percentage
of it is allocated to digital initiatives THIS YEAR?
Average
10.9%
Average
15.8%
Average
15.6%
copyright © Across Health, 2014
Emerging: Brazil, China, Colombia, Hungary, Mexico, Poland, Russian Federation, South Africa, Turkey, Uruguay

43. 05The future of digital
in life sciences
For the first time since 2010 in Europe, the average percentage allocated to digital
marketing has plateaued – the average does not deviate a lot from 2012 figures…
10/06/14 Across Health Multichannel Barometer 2014 43
If you oversee a marketing budget, which percentage
of it is allocated to digital initiatives THIS YEAR?
copyright © Across Health, 20140%
2%
4%
6%
8%
10%
12%
14%
16%
18%
2010 2011 2012 2013 2014
Average
5%
Average
8%
Average
15%
Average
16%
Δ +6% Δ -2.6%
Average
15.6%

44. 05The future of digital
in life sciences
36% 36%
7%
14%
7%
If you oversee a MEDICAL* budget, which percentage
of it is allocated to digital initiatives THIS YEAR?
46%
38%
8% 8%
less than 5%
5% to 10%
11% to 15%
16% to 20%
21% to 25%
more than 25%
Despite limited data, we can see an even lower average budget
allocation to digital within sales and medical departments
10/06/14 Across Health Multichannel Barometer 2014 44
If you oversee a SALES* budget, which percentage
of it is allocated to digital initiatives THIS YEAR?
Average
8.1%
Average
6.2%
copyright © Across Health, 2014
*Limited data collected
copyright © Across Health, 2014

45. 05The future of digital
in life sciences
2%
32%
51%
11%
4%
We do not see the need for
collecting or using customer
data
We are not collecting useful
customer data yet, but we
should
We have started doing some
analysis on our multichannel
customer data
We have already
implemented some robust
customer analytics
frameworks
We leverage this data
consistently
With little change from last year, more than 4 of 5 respondents have not implemented a
robust framework to leverage customer data for closed-loop marketing yet
10/06/14 Across Health Multichannel Barometer 2014 45
Do you leverage customer data from your cross-channel initiatives for
advanced customer analytics and closed-loop marketing?
15%
copyright © Across Health, 2014
% change since
2013
Increase
Decrease
2%
-2%
-2%
3%
-2%

46. 05The future of digital
in life sciences
2% 2%
32%
27%
12%
52% 52%
59%
11%
14% 12%
4% 5%
18%
Europe US Emerging
We do not see the need for collecting or using customer data
We are not collecting useful customer data yet, but we should
We have started doing some analysis on our multichannel customer data
We have already implemented some robust customer analytics frameworks
We leverage this data consistently
The same can be observed in US while emerging countries show
more focus at 30%
10/06/14 Across Health Multichannel Barometer 2014 46
Do you leverage customer data from your cross-channel initiatives for
advanced customer analytics and closed-loop marketing?
copyright © Across Health, 2014
Emerging: Brazil, China, Colombia, Hungary, Mexico, Poland, Russian Federation, South Africa, Turkey, Uruguay

47. 05The future of digital
in life sciences
24%
51%
16%
7%
2%
Very complicated Somewhat complicated Neither complicated nor
simple
Relatively simple Very simple
For 9 out of 10 respondents, defining the optimal channel mix is
not a simple task
10/06/14 Across Health Multichannel Barometer 2014 47
How complex is it to define the optimal channel mix*?
9%
*Allocating the right amount of budget to digital versus offline channels.
copyright © Across Health, 2014
5%
-1%
1%
-6%
Emerging: Brazil, China, Colombia, Hungary, Mexico, Poland, Russian Federation, South Africa, Turkey, Uruguay
% change since
2013
Increase
Decrease
No change=
=

48. 01 02 03 04 05
Final thoughts 2014… the long fuse?
Digital will have a major impact on the outlook of healthcare, with empowered patients/caregivers,
real-time clinical trials, the rise of the EHR & PHR 2.0, tight patient-physician connectivity and
sophisticated payor programmes to name but a few key trends.
Yet healthcare has traditionally been a slow adopter of new technologies at scale, which also reduces
the business pressures on pharma to take the leap of faith. In life sciences, multichannel is very much
evolutionary, rather than revolutionary.
The comparison with the long fuse is therefore quite adequate…it may still take a while before the
healthcare market “explodes”, but it is high time to start preparing for this transformational event and
to jockey for position. As Marissa Meyer (Yahoo) puts it: Don't look for the "right" answer. There's a lot
of good choices and then there's the one you pick, commit to, and make great.”…
We hope we have given you some handles to improve your multichannel programme and wish you
continued success in your journey!
Fonny Schenck
Managing Partner, Across Group
CEO, Across Health
LOREM IPSUM DOLOR SIT AMET,
CONSECTETUR ADIPISCING ELIT.
IN NIBH TELLUS, FRINGILLA AT
LOREM IPSUM DOLOR SIT AMET,
CONSECTETUR ADIPISCING ELIT.
IN NIBH TELLUS, FRINGILLA AT
LOREM IPSUM DOLOR SIT AMET,
CONSECTETUR ADIPISCING ELIT.
IN NIBH TELLUS, FRINGILLA AT
LOREM IPSUM DOLOR SIT AMET,
CONSECTETUR ADIPISCING ELIT.
IN NIBH TELLUS, FRINGILLA AT
LOREM IPSUM DOLOR SIT AMET,
CONSECTETUR ADIPISCING ELIT.
IN NIBH TELLUS, FRINGILLA AT
KEY SURVEY
STATISTICS
EXECUTIVE
SUMMARY
ADOPTION OF
MULTICHANNEL
KEY
CHALLENGES
FUTURE OF
MULTICHANNEL
10/06/14 Across Health Multichannel Barometer 2014 48
2011 2012
2013
2014
2015?
“Chance favours the
prepared mind”
Find us at
a-cross.com/health