Orchestrating Experiences
That Simultaneously Drive Brand
Impact and Customer Delight
Aaron Uydess, Executive Vice President

Talking to healthcare professionals (HCPs) has
been central to the success of prescription brands
for decades. That has not changed. However,as important as traditional HCP promotion has been,
today’s activities span multiple touchpoints including
the field, web, email, conferences and much more.
And with this multitude of touchpoints, HCPs areexpecting brands to apply an understanding of them,synchronize channel communications and provide
seamless experiences. This evolution is not uniqueto HCPs, but also applies to the patients they see.
To meet this new demand, brands are looking forsolutions that can prioritize where brand goals
overlap with HCP and patient needs.
Brands must work smarter with the dynamics
of HCP and patient expectations evolving,
the challenges with balancing share of voiceand the internal pressures to do more with less.
They need more than flashy new capabilities.
Brands need a simple yet sophisticated combinationof strategy and tactical and technological solutions
that drive sales and create efficiencies,
all while driving HCP and patient satisfaction.

Omnichannel: The Longest Four-letter
Word in Life Sciences?
Why did a word that once held such promise become
something everyone loves to hate? Precisely because
it held such hope. “Omnichannel” – if you said thisincantation enough, the magic spell would save theday – would lead to an entirely new world for brands
and change the game.

Unfortunately, most omnichannel attempts to datein life sciences have been incrementally effective,
and have proven to be costly, complex, siloed and slow.
Disappointment abounded, and hesitation bloomed.
This doesn’t mean omnichannel is a bad idea.
It means its implementation requires an evolution
and maturity. Too often, efforts are centered around
flashy capabilities and traditional HCP channels likethe field force. This current generation of omnichannel
focused more on what can be done than the impact
it could generate.
Omnichannel does work, but efforts have yet
to be truly optimized. It can drive sales, savingsand satisfaction, but life sciences companies havebeen churning unnecessarily to implement complex
and intense approaches. It’s time to move beyond
that. There’s a way to do much more, much better.
In a situation that feels all too familiar, the life
sciences field is playing catch-up to other industries
in employing digital technology. (See also: websites,social media, etc.) It’s ironic. In bench science,
innovation comes naturally. We know how to develop
new medicines, but innovating outside the lab has
proven to be much harder.
And so, we’ve been talking around the topicof omnichannel for quite some time. Eight years
ago, author Anna Rose Welch asked the readersof Clinical Leader, “Is omnichannel key topatient-centricity?” Four years ago, Forbes told
us “the customer is the channel.” Last year,
McKinsey sought to “demystify” pharma omnichannel.

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Years go by and the industry still seems stuck.
We understand the importance of analytics –after all, proper data analysis is essential
to clinical trials – but most brands have notyet figured out how to put data to work
cost-effectively on the commercial sideof the organization.

Beyond Omnichannel: Orchestrating
Experiences Across Channels forHCPs and Patients
Wayne Gretzky famously said his successin hockey was because he didn’t skate to where
the puck was, but to where it’s going to be.
Brands won’t succeed by investing in various
solutions that promised to work a couple years
ago. They’ll succeed today by looking at theorchestration of experiences through newer,
broader lenses. It’s not about what can be done,
it’s about what should be done.
Nor is it the omnichannel of other industries.
This isn’t the B2C world of Amazon, Facebookor Sephora. While Amazon does a great job
at predicting the products you want, Facebook
excels at keeping its members engaged. It’s notan easy task.
But in our industry, we’re doing so much more.
We’re crafting experiences that interact witha broad set of stakeholders, all with widely
varying motivations, considerations and needs.
Between a patient journey, the marketing
journey and the customer experience, there
are flashpoints in their multiverse of journeys.
Managing these flash points is criticalto driving brand engagement, staying topof mind and driving impact.

It requires decades of knowledge of how to effectively
implement change in life sciences organizations,and the ability to operationalize across functions.
It requires adept use of the most powerful technology
to make better decisions faster.
And, most of all, it requires us to empower the patient
while we harmonize the education of the healthcare
professional to simultaneously drive brand impact
and positive patient outcomes.

It’s not just about
synchronizing messages
to HCPs and patients,
it’s more about the futureof how commercializationis going to work efficientlyin pharma, and our teamhas taken the first steps
to get there.
– Faruk Capan, CEO,EVERSANA INTOUCH and Chief
Innovation Officer, EVERSANA

Orchestrating Experiences:
What Does It Take?

There’s a New Way to Omnichannel:
Introducing EVERSANA ORCHESTRATE™

Connecting the journeys of HCPs and patients(and other stakeholders) requires transcending
one-dimensional linear thinking, and even moving
beyond two-dimensional connections. It requiresa three-dimensional, multidimensional concept.

EVERSANA ORCHESTRATE is the industry’s first endto-end modular omnichannel model that drives patientand provider connectivity across multiverse journeys.
It transcends the limitations of traditional omnichannel
solutions to deliver timely, high-impact engagementsthat improve patient outcomes and amplify sales,savings and satisfaction.

It requires an approach that’s modular andcustomized, not expensively bespoke.

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EVERSANA ORCHESTRATE Engine™ is thepowerhouse of the model. Powered by artificial
intelligence, machine learning and ACTICS byEVERSANA® (our award-winning data and analytics
platform), EVERSANA ORCHESTRATE Engineamplifies impact by plugging into existing
best-in-class tech stacks to efficiently activate
and optimize customer experiences across allchannels. It addresses a gap in current offerings
by delivering HCP identification, journey selection
and share of voice throttling, all while learningand optimizing touchpoints from engagement
insight reports.

Key limitations include:•Activating journeys to drive high engagement•

Applying subject matter expertise in strategy,
tactical execution and technology•

Tailored data and analytics generating actionableinsights quickly•

Integrating disease, treatment and understandingof providers and patients•

Creating compelling AI-driven engagements

As the only organization to house all commercialization
services under one roof, EVERSANA ORCHESTRATE
aggregates and synthesizes pivotal datasets frommarketing campaigns, patient services programs
and field deployment activities to drive engagement.
Serving as a seamless router of actionable data anddeep insights from all channels, the platform provides
the optimal coordination of customized touchpoints
required to create a seamless brand experiencefor healthcare providers and patients.

EVERSANA ORCHESTRATE Engine is platform
agnostic, allowing it to integrate with existingomnichannel infrastructures and major marketing
platforms to effectively determine “next bestexperiences” within patient and provider journeys.
Additionally, its 360° vantage point of data inputs,
behaviors and impact enables the model to drive
direct business goals, such as shaping the market
and blunting the competition.

It’s time to move beyond
unmet, outdated goals that
require complexity and cost,and move toward a simple,
sophisticated approach that
achieves more. Your brandneeds orchestration thathas layered, interacting,modular components witha focus on impact.
– Aaron Uydess, EVP of EVERSANA

About EVERSANA®
EVERSANA is the leading provider of global commercialization services to the life sciences industry. The company’s
integrated solutions are rooted in the patient experience and span all stages of the product life cycle to deliver long-term,
sustainable value for patients, providers, channel partners and payers. The company serves more than 500 organizations,
including innovative start-ups and established pharmaceutical companies, to advance life sciences services for a healthierworld. To learn more about EVERSANA, visit EVERSANA.COM or connect through LinkedIn and Twitter.

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