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GoingPublic Life Sciences 1/17 - Multichannel Activities: Challen ges in European Countries

The Essential European Revolution. Why Multichannel is Vital to Europe

Kapitalmarkt & Investment Multichannel Activities: Challenges in European Countries The Essential European Revolution. Why Multichannel is Vital to Europe How do healthcare professionals really want to be contacted by the pharmaceutical industry? And do today’s multichannel activities actually meet healthcare professional channel preference? By Sarah Rickwood Fig. 1: Healthcare professionals would prefer more digital interaction than they receive in 5/8 countries Proportion of specialties receiving their preferred amount of digital activity 100% 6% 6 1 0 2 1 Q T A M , s e i t l a i c e p s f o n o i t r o p o r P 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 7% 24% 36% 14% 94% 53% 61% 76% 50% 22% 41% 87% 100% 100% Japan USA 17% UK 6% France 7% Spain Germany Italy China stated preference (less than 10%) are coded blue. It’s clear that Germany is one of the Euro- pean countries where our research suggests the industry could communicate with healthcare professionals more using digital channels, if they want to respond to stated doctor channel preference. What might be the benefi ts? In our survey for Germany, all Healthcare Professional Groups, with the exception of Internists and Urologists, have a stated fi rst preference for digital signifi cantly greater than the volume of pharmaceu- tical industry contact that is actually digi- tal. What’s happening? Is there a case for the industry to achieve greater effi ciency by listening and responding to what the ABOUT THE AUTHOR Sarah Rickwood has 25 years’ expe- rience as a consultant to the pharmaceu- tical industry, having worked in Accenture’s pharmaceutical strategy practice prior to joining IMS Management Consulting. She is now Vice President, and has run the European Thought Leadership team in IMS for seven years. Digital activity exceeding demand Digital activity falling short of demand Digital activity meeting demand (within +/ - 10%) Source: QuintilesIMS ChannelDynamics™ MAT Q1 2016; QuintilesIMS ChannelDynamics™ Channel Preference Survey June-July 2016 A new QuintilesIMS ChannelDyna- mics survey shows that in three European markets, doctors do not get what they want/desire in terms of channels of communication. Given that, as we have found in our earlier multichannel white papers, Europe is especially challenged in terms of developing a fully mature multichannel environment, this is concerning. Represent the key markets We analysed eight countries which repre- sent some of the key markets out of the full ChannelDynamicsTM coverage of 33. We divided healthcare professional groups into three: (cid:88) Those groups who received a volume share of digital communication in pro- portion to their reported preference – these were the HCP groups 10% above or below the line of equality, marked as green in the bars of fi g. 1; (cid:88) Healthcare professional groups where the actual volume share of promotion that is digital is signifi cantly higher than stated preference (more than 10%) are coded red; (cid:88) Those for which the actual digital lower than is signifi cantly volume 52 ls 01-2017 „Digitale Transformation“