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Products & Services Medical Affairs Medical Affairs Excellence

Embracing Omnichannel Engagement in Medical Affairs

ID: POP-357


Features:

20 Info Graphics

34 Data Graphics

560+ Metrics

33 Narratives


Pages: 63


Published: 2023


Delivery Format: Shipped


 

License Options:


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919-403-0251

  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • STUDY SNAPSHOT
  • KEY FINDINGS
  • VIEW TOC AND LIST OF EXHIBITS
The long-awaited digital transformation of biopharma industry has allowed Medical Affairs to embrace omnichannel engagement to deliver a consistent, personalized experience to key stakeholders across channels. A relatively new phenomenon to Medical Affairs, omnichannel implementation requires a meticulous approach to strategy - incorporating various aspects like resourcing, activities planning, identifying right channels for communication, setting program goals, and assessing effectiveness.

Best Practices, LLC undertook this benchmarking research to examine the advances in omnichannel engagement approaches by Medical Affairs organizations. This research probes and profiles current levels of omnichannel engagement in Medical Affairs, staffing and budget dedicated to omnichannel efforts, digital and in-person engagement activities, direct and indirect communication channels, and emerging KPIs for evaluation. The study further explores the challenges, benefits, and lessons learned in implementing omnichannel engagement programs.

Industries Profiled:
Pharmaceutical; Biotech; Biopharmaceutical; Medical Device; Manufacturing; Consumer Products; Diagnostic; Health Care; Service; Chemical; Clinical Research; Laboratories


Companies Profiled:
AbbVie; Amgen; Apellis Pharmaceuticals; Astellas; AstraZeneca; Baxter International; Bayer; Biogen Idec; Boehringer Ingelheim; B. Braun; Cara Therapeutics; Chiesi; Cipla; Daiichi Sankyo; Eisai; Eli Lilly and Company; EVERSANA; Fidia; Genentech; General Electric; Gilead Sciences; GlaxoSmithKline ; Heron Therapeutics; Ipsen; Jazz Pharmaceuticals; Kyowa Kirin; Lupin; Lundbeck; Medexus Pharmaceuticals; Merck; Novartis; Novo Nordisk; Orchard Therapeutics; Pixacore; Provention Bio; Radius Health; Inc.; Roche; Sandoz; Sanofi; Santen; Supernus; Takeda Pharmaceuticals; Taysha Gene Therapies

Study Snapshot

Best Practices, LLC engaged 57 leaders from 43 biopharma companies in this research through a benchmark survey.

Key topics covered in this report include:

  • Current Use of Omnichannel in Medical Affairs
  • Omnichannel Maturity Levels
  • Drivers of Omnichannel Engagement Plans
  • Omnichannel Benefits and Challenges
  • Key Omnichannel Activities
  • Omnichannel Staffing and Budget
  • High-Impact Channels for Omnichannel Engagement
  • Omnichannel Program Goals and KPIs

Key Findings

Select key insights uncovered from this report are noted below. Detailed findings are available in the full report.

  • Current use of omnichannel in Medical Affairs: 83% of surveyed biopharma manufacturers have already implemented some form of an omnichannel engagement program within Medical Affairs. Another 15% are planning to do so. Just 2% have no plans to adopt an omnichannel model.
  • Leading companies find high impact across many channels and touchpoints: No one channel is perfect for all segments or individual targets, but each can contribute “a piece to the puzzle” of forging a better overall user experience. Leading companies achieve much higher impact than other emerging companies in these engagement channels: MSL virtual presentations, data slides and on/off-label presentations, Med Info letters, unbranded websites, publications, HCP portals, and social media.

Table of Contents

Sr. No.
Topic
Slide No.
I.
Executive SummaryPg. 3-12
II.
Implementing Omnichannel Engagement ProgramsPg. 13-27
III.
Staffing, Activities & Resources in Successful Omnichannel ProgramsPg. 28-41
IV.
External Stakeholder CommunicationPg. 42-51
V.
Delivering Value across Medical AffairsPg. 52-59
VI.
Participant DemographicsPg. 60-62
VII.
About Best Practices, LLCPg. 63

    List of Charts & Exhibits

    I. Executive Summary

    • Future of omnichannel
    • Hallmarks of leading omnichannel programs

    II. Implementing Omnichannel Engagement Programs

    • Medical Affairs group's current approach to omnichannel engagement
    • Current perspective of benchmark Medical Affairs groups for omnichannel engagement activities and investment
    • Level of omnichannel engagement of Medical Affairs function – Total benchmark class
    • Level of omnichannel engagement of Medical Affairs function – Emerging omnichannel segment vs. Leading omnichannel segment
    • Customer groups engaged in omnichannel programs – Total benchmark class
    • Customer groups engaged in omnichannel programs – Emerging omnichannel segment vs. Leading omnichannel segment
    • Omnichannel strategies and tactics that have worked well for Medical Affairs groups
    • Key benefits of using omnichannel strategies and tactics when engaging with external stakeholders
    • Key challenges of using omnichannel strategies and tactics when engaging with external stakeholders
    • Lessons learned in implementing omnichannel engagement programs
    • Main drivers that lead an organization to create an omnichannel engagement plan
    • Recent omnichannel engagement levels – Total benchmark class
    • Recent omnichannel engagement levels – Emerging omnichannel segment vs. Leading omnichannel segment

    III. Staffing, Activities & Resources in Successful Omnichannel Programs

    • Number of full-time equivalents (FTEs) dedicated to omnichannel efforts – Total benchmark class
    • Number of full-time equivalents (FTEs) dedicated to omnichannel efforts – Emerging omnichannel segment vs. Leading omnichannel segment
    • Role of each Medical sub-groups in omnichannel engagement – Total benchmark class
    • Role of each Medical sub-groups in omnichannel engagement – Emerging omnichannel segment vs. Leading omnichannel segment
    • Preferred qualifications/background of staff on the omnichannel engagement team – Total benchmark class
    • Preferred qualifications/background of staff on the omnichannel engagement team – Emerging omnichannel segment vs. Leading omnichannel segment
    • Effectiveness of Medical Affairs teams in executing each of the components of the omnichannel engagement plan – Total benchmark class
    • Effectiveness of Medical Affairs teams in executing each of the components of the omnichannel engagement plan – Emerging omnichannel segment vs. Leading omnichannel segment
    • Allocation of Medical Affairs budget to omnichannel initiatives – Total benchmark class and Emerging omnichannel segment vs. Leading omnichannel segment
    • Omnichannel budget allocation per activity area
    • Insights from field interviews around content strategy
    • Factors influencing resource allocation to omnichannel engagement for a program on a product-by-product basis – Total benchmark class
    • Factors influencing resource allocation to omnichannel engagement for a program on a product-by-product basis – Emerging omnichannel segment vs. Leading omnichannel segment

    IV. External Stakeholder Communication

    • Key direct and indirect engagement channels
    • Valuable direct communication channels (targeting specific individuals and audiences) for omnichannel engagement – Total benchmark class
    • Valuable direct communication channels (targeting specific individuals and audiences) for omnichannel engagement – Emerging omnichannel segment vs. Leading omnichannel segment
    • Valuable indirect communication channels (access to all) for omnichannel engagement
    • Tactical omnichannel engagement – Total benchmark class
    • Valuable indirect communication channels (access to all) for omnichannel engagement
    • Tactical omnichannel engagement – Emerging omnichannel segment vs. Leading omnichannel segment
    • Effectiveness of profiling characteristics – Total benchmark class
    • Effectiveness of profiling characteristics – Emerging omnichannel segment vs. Leading omnichannel segment
    • Types of tools, software programs or platforms used in the successful execution of omnichannel plans

    V. Delivering Value across Medical Affairs

    • Role of Med-Legal Review in facilitating omnichannel work
    • Role of different groups in sharing insights generated through omnichannel engagement
    • Characteristics responsible for the success of software program or platform utilization
    • Extent to which benchmark companies have been successful in standardizing omnichannel engagement KPIs – Total benchmark class
    • Extent to which benchmark companies have been successful in standardizing omnichannel engagement KPIs – Emerging omnichannel segment vs. Leading omnichannel segment
    • Top-rated omnichannel program goals and KPIs used for evaluation
    • Most unique and effective KPIs when assessing omnichannel engagement program

    VI. Participant Demographics

    • Geographic responsibility of benchmark partners
    • Therapeutic Areas represented by participating Medical Affairs groups