The document summarizes the results of the 7th annual survey on multichannel strategies in the life sciences industry conducted by Across Health. Key findings include: - Tablet eDetailing has overtaken websites as the most commonly used digital tactic. - Defining the optimal channel mix remains difficult for most respondents. - Budgets for digital marketing remain relatively low on average, around 15% of total marketing budgets. - Regulatory/legal issues remain the top barriers to digital transformation. - Knowledge of digital opportunities remains quite low, with only around a third seeing themselves as sufficiently knowledgeable.

1. 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 seventh year already.

2. 01 02 03 04 05
© Across Health2
Key Survey
Statistics
Strategy &
Organization
Business Technology
& Processes
Multichannel
Integration
Measurement
Multichannel @ Multispeed?
I am pleased to present you with the 7th Across Health survey on multichannel in life
sciences, previously known as the Barometer.
We renamed it to the Maturometer, to reflect the content more aptly. Indeed, we have
revamped and simplified the Barometer, by clustering all questions around 4 key dimensions
of digital maturity: strategy & organization, business processes & technology, multichannel
integration and measurement. We trust this will give you a structured view and will provide
you with actionable input to take your company to the next level.
Generally speaking, the 2015 results are in line with 2014 – with historically low
satisfaction levels and the 4th consecutive year of plateauing budgets (at a low level). US
and Europe are most pessimistic; emerging markets appear to be more positive overall –
but that may be due to their relatively new entry into this space.
We do see however a difference in speed in the market – around 14% is implementing
multichannel very quickly, is spending significantly more than the average, and feels
comfortable with impact measurement etc…multichannel @ multispeed!
We trust that these early leaders will soon be followed by the early majority…my guess is
that 2015 REALLY is the end of the beginning!
Fonny Schenck
CEO, Across Health
Fonny.schenck@a-cross.com
Preface

3. 01
© Across Health
Key survey
statistics
3

4. 01 Key Survey
Statistics
Pharma / biotech makes up the bulk of
respondents
4
2%
3%
6%
89%
Other
OTC
Medical devices
Pharmaceuticals/biotech
N = 260
Global scope
© Across Health

5. 01 Key Survey
Statistics
Most respondents hail from Europe
Lat-Am overtakes US for the first time
5 © Across Health
5%
6%
6%
8%
10%
65%
Other
Japan
China
US
Latin-America
Europe
N = 260
Global scope

6. 01 Key Survey
Statistics
55% work at national/local level,
while 45% have an international role
6 © Across Health
National/local
55%Regional
26%
Global
19%
N = 259
Global scope

7. 01 Key Survey
Statistics
Most respondents are at the (senior) manager level
7 © Across Health
N = 253
Global scope
19%
8%
9%
16%
48%
other
Senior Director
Associate Director
Director
Manager (Senior)

8. 01 Key Survey
Statistics
A strong focus on Digital & Marketing
8 © Across Health
11%
3%
4%
5%
8%
8%
29%
34%
Other
Medical
IT
Marketing Research
CRM
Sales
Marketing
Digital/Multichannel
N = 260
Global scope

9. 01 Key Survey
Statistics
Most respondents have a multibrand role, but the
leading TA’s are well represented too
9 © Across Health
7%
3%
4%
4%
4%
6%
8%
8%
8%
8%
9%
10%
22%
Other
Vaccines
Psychiatry
Pain
Gastro-intestinal
Rare diseases
Diabetes
Respiratory
Neurology
Immunology
Cardiology
Oncology
Across all therapy areas
N = 260
Global scope

10. 02
10
Strategy &
Organization
© Across Health

11. 02 Strategy &
Organization
Only around 1 in 4 European respondents has a
strong digital vision and a leadership team; skill
levels are even lower
11
15%
9%
8%
36%
30%
15%
40%
40%
50%
9%
20%
27%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
staff well-trained in digital
strong digital/MC team with board support
strong digital transformation vision & strategy
Completely disagree Somewhat disagree Somewhat agree Completely agree
N = 222
European scope
© Across Health

12. 02 Strategy &
Organization
The digital transformation process is slow overall,
but 14% of European companies are racing ahead
12 © Across Health
6%
5%
6%
57%
55%
53%
29%
25%
24%
6%
1%
2%
3%
14%
15%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
US
Europe
Global
Very Slow Slow About right Fast Very fast
How would you rate the pace of implementation of
digital transformation in your organization?

13. 02 Strategy &
Organization
Most organizations have dedicated international
teams, but their effectiveness continues to be
questioned as much as in 2014…
13 © Across Health
22%
61%
17%
Yes, just being created Yes, but the impact is low Yes, and it is highly effective
Don’t know / not sure
5%
No
13%
Yes
82%
N = 260
Global scope
Do you have a central digital team at the INTERNATIONAL level?

14. 02 Strategy &
Organization
Fewer respondents have digital teams at the local
level, but they are seen as are much more effective
14 © Across Health
23%
38%
39%
Yes, just being created Yes, but the impact is low Yes, and it is highly effective
N = 260
Global scope
Don’t know / not sure
2%
No
26%
Yes
72%
Do you have a central digital team at the LOCAL level?

15. 02 Strategy &
Organization
Central healthcare innovation teams are becoming
more established, but the impact is perceived low
15 © Across Health
26%
54%
20%
Yes, just being created Yes, but the impact is low Yes, and it is highly effective
Don’t know / not sure
11%
No
35%
Yes
54%
N = 260
Global scope
Do you have a central Healthcare Innovation team?

16. 02 Strategy &
Organization
Central patient engagement teams are starting to
emerge, but their effectiveness is seen as low
16 © Across Health
25%
50%
26%
Yes, just being created Yes, but the impact is low Yes, and it is highly effective
Don’t know / not sure
15%
Yes
43%No
42%
N = 260
Global scope
Do you have a central Patient Engagement team?

17. 02 Strategy &
Organization
Regulatory, legal and compliance issues remain the top
bottlenecks, followed by unclear multichannel strategy and
not enough internal knowledge
17 © Across Health
2%
4%
3%
5%
5%
6%
12%
12%
13%
16%
24%
N/A
Other
No expert agencies with pharma background available
Customers are not ready
No senior management support
No budget
No headcount to support this
ROI questions
Not enough internal knowledge
No clear digital strategy
Regulatory / legal / healthcare compliance issues
N = 260
Global scope

18. 02 Strategy &
Organization
Regulatory, legal and compliance issues are the
biggest bottlenecks across regions. Emerging
countries are mostly challenged by ROI questions
18 © Across Health
24%
16%
13%
11% 11%
21%
14% 14%
7%
13%
21%
14% 14%
19%
5%
0%
5%
10%
15%
20%
25%
30%
Regulatory / legal / healthcare
compliance issues
No clear digital strategy Not enough internal knowledge ROI questions No headcount to support this
Europe US Emerging

19. 02 Strategy &
Organization
In Europe, regulatory issues and insufficient
headcount are significantly rising in importance vs
2011 … only ROI questions show a decrease.
19 © Across Health
3%
5%
5%
6%
11%
11%
13%
16%
24%
No expert agencies with pharma background available
No senior management support
No budget
Customers are not ready
No headcount to support this
ROI questions
Not enough internal knowledge
No clear digital strategy
Regulatory / legal / healthcare compliance issues
N = 223
EU scope
% change since
2011
High increase
Low increase
Decrease
No change=
5%
1%
2%
1%
4%
2%
=
1%
1%

20. 02 Strategy &
Organization
Knowledge of digital remains low...and is not
increasing over time
20 © Across Health
4%
2%
1%
2%
4%
2%
20%
24%
18%
16%
21%
17%
31%
42%
44%
36%
38%
41%
34%
21%
30%
34%
25%
33%
10%
10%
8%
12%
12%
8%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2010
2011
2012
2013
2014
2015
Totally insufficient Insufficient Between sufficient and insufficient Sufficient More than sufficient (expert)
N = 260
Global scope
Do you feel that you have sufficient knowledge of all opportunities
offered by the internet for your business activities? (historical)?

21. 03
21
Business Processes
& Technology
© Across Health

22. 03Business Processes
& Technology
In Europe, the level of IT-business integration is
acceptable, but channel mix processes and campaign
automation technology are quite immature
22 © Across Health
29%
17%
10%
36%
43%
31%
30%
32%
47%
6%
8%
13%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
MC campaign automation
robust process for channel mix
digital/MC team integrated with business/IT
Completely disagree Somewhat disagree Somewhat agree Completely agree
N = 220
European scope

23. 03Business Processes
& Technology
For 9 out of 10 respondents, defining the optimal
channel mix is not an obvious process
23 © Across Health
20%
49%
24%
6%
2%
Very complicated Somewhat complicated Neither complicated nor
simple
Relatively simple Very simple
N = 259
Global scope
1%
-3%
2%
-1%
1%
% change since
2013
Increase
Decrease
No change=
How complex is it to define the optimal channel mix, i.e. allocate the
right amount of budget to digital vs. offline channels?

24. 03Business Processes
& Technology
No single region excels at channel mix optimization, yet
Europe appears to be slightly ahead
24 © Across Health
20%
23%
10%
50%
60%
62%
22%
17%
24%
6%
5%
Europe US Emerging
Very complicated Somewhat complicated Neither complicated nor simple Relatively simple Very simple
How complex is it to define the optimal channel mix, ie allocate the
right amount of budget to digital vs. offline channels?

25. 03Business Processes
& Technology
Average multichannel marketing budgets are low vs other
industries – even more so in emerging markets…but around
20% spends over 20% in Europe
25 © Across Health
7%
4%
22%
48% 48%
67%
14%
17%
6%
12%
17%
13%
4%
6%
7%
9%
Europe US Emerging
less than 5% 5% to 10% 11% to 15% 16% to 20% 21% to 25% more than 25%
Average
15.1%
Average
15.2%
Average
8.2%
% of MARKETING budget allocated to digital

26. 03Business Processes
& Technology
Despite the uncertainty around channel mix,
substantially more respondents see digital budgets
increase again by 2016…
26 © Across Health
6%
13%
7% 5%
19%
29%
36%
22%
75%
56% 57%
74%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2012 2013 2014 2015
Increase
Equal
Decrease
N = 260
Global scope
How do you think your digital budget will evolve next year?

27. 03Business Processes
& Technology
Yet, overall investment in digital has been relatively
flat for the past 4 years
27 © Across Health
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
2011 2012 2013 2014 2015
Perhaps the high % of
“increase” intents in 2015
(74%) will lead to new growth
in 2015, similarly to 2012
(75%)
?
8%
15%
16%
15.6%
15.1%
N = 209
European scope

28. 03Business Processes
& Technology
Despite limited data, we can see an even lower
average budget allocation to digital within sales
and medical
28 © Across Health
12%
71%
6%
12%
less than 5%
5% to 10%
11% to 15%
16% to 20%
21% to 25%
more than 25%
40% 40%
20%
SALES* Average
8.2% MEDICAL* Average
5.0%
N = 28
Global scope
N = 12
Global scope
*Limited data collected

29. 04
Multichannel
Integration
29 © Across Health

30. 04 Multichannel
Integration
The “multichannel” rep is gaining traction in
Europe, but omnichannel customer knowledge
remains quite low
30
15%
24%
27%
23%
38%
34%
43%
31%
28%
18%
8%
11%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
reps equipped with digital tools beyond edetail
good view of HCP channel acceptance
integrated customer Db across channels
Completely disagree Somewhat disagree Somewhat agree Completely agree
N = 221
European scope
© Across Health

31. 04 Multichannel
Integration
Tablet eDetailing overtakes websites as the most
popular tactic
31 © Across Health
79%
74%
60%
57%
54%
45%
44%
42%
38%
34%
33%
31%
25%
22%
22%
21%
18%
15%
14%
11%
11%
8%
8%
6%
6%
12%
18%
29%
15%
27%
39%
35%
28%
37%
43%
27%
24%
51%
41%
35%
37%
37%
39%
15%
36%
29%
23%
18%
26%
23%
5%
4%
7%
18%
13%
12%
13%
19%
17%
17%
28%
34%
20%
25%
34%
37%
38%
37%
43%
42%
46%
51%
53%
50%
53%
4%
5%
4%
10%
6%
4%
8%
10%
9%
6%
12%
11%
5%
12%
9%
5%
7%
10%
28%
11%
15%
18%
22%
18%
19%
Tablet eDetailing
Pharma-owned website*
Email marketing
Direct marketing
Web Banners
Web conference or virtual meeting
Online medical education
SEO
HCP self-service portal
Mobile marketing
SEA
Outbound call centre
Integrated cross-channel campaigns
Patient adherence tools
Virtual eDetailing
Social media marketing
Social media monitoring
eRep
e-sampling
e-MSL
Marketing automation software
e- or PHR** ad & promo services
ePrescribing advertising & promo services
Quantified self / self-tracking devices
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.
N = 260
Global scope

32. 04 Multichannel
Integration
Top tactics in Europe: similar to global, and lots of
piloting ongoing in integrated cross-channel; same for
mobile marketing (and much less so for social)
32 © Across Health
78%
75%
61%
60%
55%
45%
44%
42%
36%
33%
31%
29%
23%
21%
21%
21%
19%
15%
13%
11%
9%
7%
6%
6%
4%
12%
17%
29%
12%
26%
34%
41%
29%
39%
44%
27%
26%
53%
41%
37%
35%
36%
39%
13%
29%
35%
16%
21%
24%
23%
6%
4%
7%
18%
13%
13%
10%
19%
16%
17%
30%
34%
19%
26%
38%
35%
38%
37%
43%
45%
43%
55%
54%
51%
52%
4%
4%
4%
10%
6%
8%
4%
10%
9%
6%
12%
11%
4%
12%
4%
9%
7%
10%
30%
15%
12%
22%
19%
19%
20%
Tablet eDetailing
Pharma-owned website*
Email marketing
Direct marketing
Web Banners
Online MedEd
Web conference
SEO
HCP self-service portal
Mobile marketing
SEA
Outbound Call Center
Integrated cross-channel campaigns
Patient compliance/adherence
Social media marketing
Virtual eDetailing
Social media monitoring
eRep
e-sampling
Marketing automation software
eMSL
ePrescribing advertising
personal health records advertising
Quantified self / self-tracking devices
Remote patient monitoring
Standard practice Pilot planned or ongoing Never Do not know / not applicable N = 223
EU scope
*Company, product, or disease website. **electronic or personal health record.

33. 04 Multichannel
Integration
Top tactics in United States: similar pattern, but higher
levels of “standard practice” almost everywhere, and
more acceptance of social media marketing
33 © Across Health
86%
86%
69%
66%
66%
63%
57%
54%
51%
51%
43%
34%
31%
31%
29%
29%
23%
17%
17%
14%
9%
9%
9%
6%
6%
9%
6%
23%
17%
23%
29%
29%
31%
14%
29%
51%
31%
31%
40%
17%
40%
40%
54%
40%
37%
31%
29%
29%
43%
29%
3%
3%
3%
11%
6%
9%
9%
11%
14%
14%
3%
20%
20%
29%
31%
26%
23%
23%
29%
37%
40%
43%
34%
40%
49%
3%
6%
6%
6%
6%
6%
3%
20%
6%
3%
14%
17%
23%
6%
14%
6%
14%
11%
20%
20%
29%
11%
17%
Pharma-owned website*
Tablet eDetailing
Email marketing
Web Banners
SEO
Web conference or virtual meeting
Online medical education
SEA
Direct marketing
HCP self-service portal
Mobile marketing
Patient adherence tools
Outbound call centre
Social media marketing
e-sampling
Social media monitoring
Virtual eDetailing
Integrated cross-channel campaigns
e-MSL
eRep
Quantified self / self-tracking devices
e- or PHR** ad & promo services
ePrescribing advertising & promo services
Marketing automation software
Remote patient monitoring
Standard practice Pilot planned or ongoing Never Do not know / not applicable
N = 35
US scope
*Company, product, or disease website. **electronic or personal health record.

34. 04 Multichannel
Integration
34 © Across Health
Top tactics in emerging countries
86%
67%
62%
57%
52%
43%
38%
38%
33%
33%
29%
24%
24%
24%
24%
24%
14%
14%
14%
14%
10%
10%
10%
10%
10%
14%
24%
29%
14%
33%
38%
43%
48%
29%
33%
19%
38%
62%
24%
57%
43%
19%
71%
24%
14%
33%
19%
24%
14%
24%
5%
10%
29%
14%
19%
19%
14%
33%
29%
52%
29%
14%
43%
19%
33%
62%
14%
52%
67%
52%
62%
57%
71%
52%
5%
5%
5%
10%
10%
5%
10%
5%
5%
10%
10%
5%
14%
Tablet eDetailing
Pharma-owned website*
Email marketing
Outbound call centre
Web conference or virtual meeting
HCP self-service portal
Web Banners
Integrated cross-channel campaigns
SEO
Virtual eDetailing
Social media marketing
Direct marketing
Online medical education
SEA
Mobile marketing
e-MSL
Social media monitoring
eRep
Marketing automation software
Remote patient monitoring
Patient adherence tools
ePrescribing advertising & promo services
e- or PHR** ad & promo services
Quantified self / self-tracking devices
e-sampling
Standard practice Pilot planned or ongoing Never Do not know / not applicable
N = 21
Emerging scope
*Company, product, or disease website. **electronic or personal health record.

35. 04 Multichannel
Integration
Respondents are most confident about their
multichannel HCP initiatives and least towards payors…
35 © Across Health
30%
52%
66%
45%
30%
29%
25%
18%
5%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
HCPs
Consumers/patients
Payors
Behind
Equal
Ahead
N = 258
Global scope
Using digital initiatives targeted at stakeholders vs competition

36. 04 Multichannel
Integration
And the customer perspective: physicians are not
satisfied with the digital offerings from pharma
36 © Across Health
33% 42% 25%
Across Health GP Navigator 2015 – EU5+US+BE
Our Navigator DB of 5500+
respondents tells us:
1. reps with tablets are rated as
similarly impactful as reps
without
2. HCPs want much more medical &
service offerings online (vs
promo)

37. 05
37
Measurement
© Across Health

38. 05 Measurement Less than 20% of European respondents feel very
comfortable with measuring impact & engagement
38 © Across Health
14%
15%
13%
37%
34%
33%
40%
39%
39%
9%
12%
15%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
good mix qualitative & quantitative KPIs
measure customer engagement
measure results of all channels
Completely disagree Somewhat disagree Somewhat agree Completely agree
N = 217
European scope

39. 05 Measurement
Around 40% of our Europe & US respondents have a poor to
very poor understanding of ROI – and around 25% is (very)
comfortable with this concept.
Emerging markets are more positive
39 © Across Health
7%
6%
5%
31% 31%
38%
35%
37%
29%
20%
14%
24%
7%
11%
5%
Europe US Emerging
Very poor
Poor
OK
Well
Very well

40. 05 Measurement Almost 4 of out 5 respondents have not implemented a
robust framework to leverage customer data for closed-
loop marketing yet…hardly any change since 2013
40 © Across Health
2%
28%
53%
13%
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
% change since
2013
Increase
Decrease
No change=
-2%
-2%
=
5%
-2%
17%
Do you leverage customer data from your cross-channel initiatives
for advanced customer analytics and closed-loop marketing?

41. 05 Measurement And Europe appears to be lagging in this space vs
US & emerging markets
41 © Across Health
2%
27%
20%
24%
57%
51%
48%
11%
23% 24%
4%
6% 5%
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

42. 42 © Across Health

43. CONCLUSION
Overall, only 13% are satisfied with their current
digital activities
43 © Across Health
2%
16%
28%
40%
12%
1%
0 1 2 3 4 5
N = 258
Global scope
13%

44. CONCLUSION
…in Europe, satisfaction rates drop to the lowest
percentage since 2011…similar trend in US…
44 © Across Health
0%
10%
20%
30%
40%
50%
60%
2010 2011 2012 2013 2014 2015
Dissatisfied
Neutral
Satisfied
N = 222
EU scope

45. CONCLUSION
As in previous years, satisfaction rates were highest
in emerging markets…
45 © Across Health
47%
43%
50%
41%
46%
20%
12%
11%
30%
Europe
US
Emerging
Dissatisfied Neutral Satisfied

46. CONCLUSION
2015 analysis of satisfaction drivers…a comparison
of satisfied vs dissatisfied respondents
46 © Across Health

47. CONCLUSION
Effectiveness of
local/INT teams
• 27% vs 12% find their
local & international
digital teams effective
Impact of digital
• 45% vs 25% say they
understand the ROI
of digital well or very
well
Companywide vision
• 70% vs 20% fully
agree
MCM programmes
• Satisified group use
MCM 20% more
often than
dissatisfied group
Digital
satisfaction
4 key drivers for digital satisfaction in 2015…the
same factors as in our 2011-2014 historic analysis!
47 © Across Health
BUT: no significant difference in budget, channel mix understanding & legal/regulatory

48. CONCLUSION
Digital pharma in 2015: (another) Catch-22?
48 © Across Health
Limited investment
(digital budgets &
internal change)
Limited
satisfaction
CATCH-22

49. 01 02 03 04 05
© Across Health49
Key Survey
Statistics
Strategy &
Organization
Business Technology
& Processes
Multichannel
Integration
Measurement
Just do it!
Our final thoughts for the 2015 Maturometer could almost be a copy of the 2014
endnote...Indeed, the industry seems to have cornered itself in a catch-22 situation:
satisfaction with digital is low, therefore budgets do not increase, which in turn leads to
suboptimal programmes with limited impact and back to lower satisfaction...creating a
plateau of improductivity...for 4 years already.
Physicians are not satisfied either, with only 25% rating pharma’s digital offering 4 or 5/5.
And yet, 70% of pharma respondents feel ahead of or on par with the competition in this
space...clearly some work needs to be done here re customer channel affinity...
So how can we move out of the catch-22? By analyzing what highly satisifed respondents
do differently from the dissatisfied ones, we can start to identify some key success factors:
having a robust strategy, skilled resources, a well-rounded impact framework and...a high
level of cross-channel implementation are key differentiators. Also, a select set of
respondents is moving ahead quickly, with 14% rating their digital roll-out programmes as
very fast...so clearly the digital pharma landscape is up for pervasive change.
We hope to have given you some handles to improve your organization’s digital maturity.
Good luck on your omnichannel journey! Just do it!
Fonny Schenck
CEO, Across Health
Fonny.schenck@a-cross.com
Final thoughts

50. Across Health
key numbers 2014
© Across Health50
• Focus on enhancing customer
engagement through optimizing &
integrating the channel mix (“fusion”) in
healthcare
• over 70 consultants
• Physical presence in 10 markets
• Over 500 projects (40% in customer
insight & strategy)
• Channel affinity of 5500 HCPs
• 35+% CAGR since 2007
• www.a-cross.com/health