Channel preference and the road to multichannel maturity
HIGH
MEDIUM
DIGITAL SATISFACTIONOF HEALTHCARE PROFESSIONALS BY COUNTRY
Digital activity exceeding demandDigital activity meeting demandDigital activity falling short of demand
Digital has real impactin US and Japanbut there is lowsophistication
No country is digitallymature right now
(although individualcampaigns may be)
Two years is a practical international benchmarkto achieve multichannel
transformation
Most countries are still dominated by
traditional promotionalchannels
LOWHigh digital share can co-exist with salesforce in true multichannelenvironment
Client experience shows successful international multichannel programs are possible across US, Europe and Japan
Significant unmet demand for digital
DIGITAL DETAILSVOLUME 2016
Japan 65%
USA13%
EU512%
Other9%
China1%
There are both countries where HCPs are asking for more use of digital channels than they get, and ones where they report too much use of digital
Source: QI European Thought Leadership, QI Global ChannelDynamics™ database 2016
If we are to reach multichannel maturity, pharma needs to be better at understanding their customers and getting the channel mix right
DIGITAL SHARE OF VOLUME:
US 21%, JAPAN 37%
THE
ROAD TO M
ULTIC
HANNEL M
ATURIT
Y18% GROWTH 2015-2016
CHANNELPREFERENCE INSIGHT
is only a guide on the road to multichannelmaturity, but this insight is one of the
most important starting points