IQVIA Holdings Inc. (IQV) Earnings Call Transcript & Summary

Hi, everyone. Thank you for joining our IQVIA Hosted event, enhancing engagement with HCPs and consumers through social and programmatic advertising. [Operator Instructions] You can download content relevant to today's topic within the Resource List along the bottom of your screen. I'd like to take a moment to introduce our speakers. First, we have Yannick, Associate Product and Strategy Director at IQVIA. Yannick leads the strategy for the global programmatic marketing services offering in IQVIA, and has over 10 years of experience in the digital and advertising industries across commercial and technology areas. Rui is a senior consultant of OneKey Global Marketing Services at IQVIA. With over 10 years of experience working with the global and local life sciences industries, Rui has focused on developing primary market research, account management, consulting and marketing services for pharma consumer health and med tech companies. I'll hand it off to Rui to get us started.

Thank you so much, Alexis, and thank you to everyone attending today to hear from myself and my colleague, Yannick, on this new offering that we have. Going straight to the agenda, it's pretty straightforward. So we'll have an initial point that I will cover around the context and why and how we got to this offering to meet basically the needs coming from our clients. And then Yannick will follow up after me with the actual details, deep diving on what we can do, both on the HCP side but also on patient caregivers and general consumers. After that, like Alexis was saying, we'll have a Q&A session, so basically for us to come back to all of the questions that you may have during this presentation. Going straight to the topic, I want to start by saying that we are launching this new service, the social media and programmatic advertising, in an ecosystem that usually saves its innovation drivers more for therapy R&D than actually for HCP engagement strategies. There are a few exceptions, of course. But in general, the healthcare industry is not often very prone to adopt disruptive engagement tactics, but prefers to stick with what is working for everyone. And the fact that healthcare industry is typically traditional in the sense of how they engage with customers is no accident. As heavily regulated industry, it's sometimes difficult to be disruptive or to take risks. So what we see as an optimal result of this is that as new generations of HCPs join the market, tactics can crystallize in fall short as the audience moves forward and adopts new channels and preferences. What we also see is that life science companies have traditionally adopted engagement channels, that are difficult to measure in terms of the actual impact of each engagement by also. Of course, we can measure the sales force performance through PMR. I'm thanking message recall, I'm thinking even through prescription data or sales data to get feedback on the actions on the ground. But the actual engagement KPIs are either indirect or with maybe a bias that is difficult to determine. This can sometimes result in a cost-saving mindset in a sense that if you cannot measure it, why really invest strong on it. This is something where we believe digital engagement like social media, programmatic advertising strategies can really act as a game changer. But even considering that the healthcare industry is more of a follower and not so much a renovator regarding customer engagement, healthcare professionals are, in fact, human beings just like the rest of us. So physician, nurses, pharmacists and really any other HCP, they are subject and conditioned by the same stimulus as we all are. They are influenced by the community around them. And we know that communities more and more move in a digital way. HCPs, just like the rest of us, require today on-demand services but also customized content for them and digital interactions. But one thing that all of these 4 pillars have in common is that they represent the pursuits by consumers and HCPs, in this case, the pursuit for an easy access to relevant content. And we also know that the relevance is really a unique concept for each individual. So in short, regardless of the health care industry being a follower, an early adopter, they have to adopt new engagement strategies and of course, adapt to new models of engagement, more digital and more precise than ever before. This is something that was actually already happening, but we know that really boosted. Especially moving from face-to-face to remote and digital types of engagement really boosted with COVID-19. When companies had to adjust to the fact that the standard model would not work during that period and possibly not in the same way in the future as well. So what we see today is that more companies realize that it's not really the amount of medical representative calls that drive prescriptions. The main concern, the main driver, is really the HCP experience, of course, supported by evidence that will bring better patient outcomes, and ultimately, higher midterm, long-term relationship and, of course, return on the investment. For example, the healthcare digital transformation is a big topic these days. And while it has a vast number of things under digital transformation. The way companies engage with HCPs is also a part of that as communications move from product centricity to consumer centricity push communications to push and pool from one-size-fits-all to really personalize content from -- like I was saying, from face-to-face dominant kind of approach to really omnichannel approach where we have the different channels speaking to each other during the engagement with the HCP. In sum, it's really not so much about the amount of noise that we have, it's really about the value that we bring to the table and the outcomes coming from that engagement. But looking at all of these points of changes that we see happening these days, One thing is absolutely sure, none of these would be possible without migrating to a digital environment to basically -- can all of this make it a reality. So if we can do it compliantly, like IQVIA now can across the globe, life science companies will benefit from engaging HCPs where they are, together with the rest of those humans online. And that's the baseline idea of this new offering. Not sure if you see the same slide as I do, it seems a bit unformatted. But anyway, just to give an overview of how this links to what we do. So at IQVIA, particularly in OneKey marketing services, we dedicate most of our time to establish the bridge between life science companies on one hand and healthcare professionals on the other hand. It has always been our focus to engage with HCPs on behalf of our customers. That's the main mission, but in a meaningful way. And because of IQVIA's vast number of assets and capabilities, we can really do it from the start starting with target identification, audience segmentation, supporting on the channel mix, helping on the content strategy and development, journey building, campaign execution. We can also -- and this is something we do a lot is work to enrich the data on our customer side with -- as a byproduct of any campaign we have but also with specific consent gathering products. And all of what we do regardless if it's a minor or a major project, it has to end up in our perspective in good performance insights and strong KPIs to defend the campaign. So we do deals for a finite number of channels that are brought to us. They can range from pure promotional campaigns, but they can also go to safety, regulatory disseminations. And the mission, the task on our hands on a daily basis is really to adapt and to use the most appropriate channels for each of these channels, but also addressing the preferences in terms of channel, in terms of how it's brought to them, the individual HCP preferences. The big news is that just like it has happened in the U.S. for the last years, IQVIA now has social media and programmatic advertising solutions to engage HCPs, patients, caregivers and consumers in general, but now at the global level, not just in the U.S. My colleague, Yannick, will explain a little bit more -- much more in detail of how we can do this on every stakeholder from HCPs to patients, caregivers and consumers. But before that, we have just a quick poll for the audience, basically a challenge coming your way. For us also to understand the understanding of this topic of programmatic advertising so we can continue to address this topic in a way that helps both you and of course, patients and your customers. Let me just move to the following slide. So you will see, I believe, a question at the top of your screen. If you are kind enough to answer, have you used social media to communicate with HCPs before? Just going to give maybe a few seconds to the audience. We have a total of 4 really quick questions. And then in the end, we will see, in a aggregate way, of course, how the audience feels about these topics. Hopefully, everyone has chosen yes or no. So I will move to the following slide. And the follow-on one is, if you could describe your current HCP engagement strategy, would you say it's nearly complete, can do better, or very traditional? Again, this will be shown in aggregate way. But nonetheless, important for us to understand even the maturity of the understanding and actions on your side. And again, hopefully, everyone has had the chance to answer. So I'll move to the next one and the final one. So the question would be, what would you consider to be your main challenge these days, data coverage, digital expertise, or compliance? So just to be clear, I don't have any feedback of how many people have answered by now, but I'm going to assume once again, we've had enough time for everyone to choose their answer. And now for the most interesting part with my dear colleague, Yannick Lafortune, to give us the specifics of what we can do and these new exciting capabilities. Go ahead, Yannick.

Thank you, Rui, and hi, everyone. Thank you for attending the webinar. Hopefully, you will find it quite interesting. So looking forward to have your feedback on potential doubts after the meeting to answer some of your questions. And before deep diving a little bit more about the topic at hand, the idea was also to give an overview of the current, let's just say, strategy for most of our clients is saying that most of them from the feedback that we have, have, let's say, the will to go more digital. But the idea is really not to go digital, just to go digital, but also have in mind the difference and challenges and requirements that are legist required in order to follow the right path. So among the different challenges that comes to mind we have just listed quite a few. The first ones that you can see here being the most common one coming from our clients. So they need to have audience planning and segmentation capabilities, which is quickly linked to having first-party data that you can actually activate for marketing and communications purposes. The second element being -- the third, sorry, element being that what can you do with the data? How are you equipped to activate it and execute campaigns directly in order to engage your target groups? So meaning that there is a need also to have external people willing to help you to execute the campaigns. Among the other ones, 2 that we will present quickly, the budget restrictions since the budget isn't unlimited. So of course, there is an ROI need from the teams to make sure that they invest the right money and on the right channels, which is actually quite linked with innovation because depending on the channel that you will actually activate, of course, the budget and the pricing may differ from a country, from a different type of channel from the reach potential of one specific target group, et cetera, et cetera. And the idea of this idea is basically to explain and to showcase the idea that today, we have the possibility to help you face those challenges globally. Not only locally, but globally can help you drive a meaningful strategy thanks to OneKey data and our current digital expertise. So of course, to do so, the idea is also to build a sort of a framework and just a relevant strategy -- strategic pillars in order to advance in your digital engagement strategy. First, by identifying your core target groups or your core audience based on the data that you may have internally or even the coverage from external vendors such as OneKey and IQVIA. The second element will be why should you define this strategy to communicate to those personnels. So basically, growing the objectives that make sense depending on each campaign that you are willing to activate. Of course, as the third pillar, what will be the most relevant customer journey today? Historically, it has been driven by traditional communication, but with so many growing channels in the digital space, it makes sense also to complete it with what is capable today on the digital landscape. And of course, how this cannot be possible or viable if it is done with a compliant way of doing it. So the idea is also to make sure that we can go on the digital and innovation train but do it compliantly and depending on your business goals and business objectives. So let's see a little bit about how we are now able to do that at a local and on a global basis. So basically, the first point is how can you identify HCP target group that may be of interest for your business, right? So today, the idea is to rely on 2 methodology that we can now help you with. The first one that I'm sure many of you already know, relying on OneKey data. As you know, thanks to the data coverage of HCP that we have globally, we are able to only provide data and insights about HCP that may be of your interest, depending on the market, depending on specialty, et cetera, et cetera. So first-party data, which we can cover and help you with in order to address precision campaigns like e-mailing, for instance. And on the second family of identification that we can also leverage are what all the different agencies -- sorry, industries are already doing, leveraging techniques that can identify a specific person as very niche or very difficult to find online, thanks to artificial intelligence, thanks to web calling, different sort of tools that can be actually leveraged to help you optimize the reach of your communication and finding more potential target groups. So let's see a little bit how this works. Starting with OneKey data. As you know, thanks to the database that we have within OneKey, we can provide a substantial number of data about a HCP based on profile segmentation like the country, their provision, their core specialty, area of expertise, et cetera. Also marketing actionable data. And by marketing actionable data, I mean any type of elements that allows you to run engagement activations like the e-mail, so you can drive e-mail campaigns. The postal address, you can send smart mail or postal mailing, or even the phone to actually call the HCP in order to plan a face-to-face meeting, et cetera, et cetera. But the idea is basically to rely on those data and elements that we have internally in order to also find new ways of engaging HCPs online, starting by the e-mail that basically allow us to find HCP verified profiles directly where we can find them online. So as you can see, it can be on different websites that exist today supporting by advertising. It can be on social media as well. So basically platform gathering enormous amount of email data where we can match OneKey data with those platforms in order to find new ways of engaging with HCPs where we may find them. And as we mentioned, the idea also is to consider so the HCP as a human being. At the end, they may be professional, they may be dedicated to one therapy. The idea is that at the end of the day, they still go online searching for elements that maybe of interest, they may be online for personal reasons, et cetera. So the idea is also to benefit from all those new channels where we can find a very difficult to find personas in order to maximize visibility, maximize potential engagement depending on the markets where you want to activate your campaigns. So going to the second method that we can now leverage and fully OneKey dedicated it's to drive also the insights that we can collect on -- based on the different elements that we can capture on online channels related to any types of specialty, related to any types of disease, therapeutic informations. Our website is fully dedicated to the HCP to healthcare in general and that we will -- can guarantee to have a full scope of information related to one specialty that may be of interest. So it can be around targeting the specific HCP target group specialized in a specific area. The idea is to aggregate as many information that we can online in a privacy-first fashion in order to enrich our learnings and make sure that we can segment all these data, thanks to artificial intelligence to provide you directly with personnel that makes sense to your marketing campaigns. So thanks to that, basically, it's a mix of data aggregation and much learning that we can apply mixed with artificial intelligence, and that's our refinement, that, at the end, allow us to provide you a potential reach of HCPs that will be segmented based on specialty, based on a specific interest area in order to target them at the right time and on the right channel, whether it can be on websites, on social media accounts, et cetera, et cetera. So the idea of those 2 ways of identifications allows you to maximize the reach of your campaigns and make sure that you can maximize the visibility and the memorization of your communications to HCPs. So basically, personas that are very, very difficult to get the attentions. And the idea is make sure that we can also make sure to be visible to them at the right time on the right channel, leveraging social media, and programmatic advertising. So of course, before addressing all the potential customer journey, the idea is to make sure that you can first identify what will be the main KPI and the main objectives of your campaigns. So the idea was also to, let's just say, segment the different types of campaigns in order to make sure that your communication strategy makes sense. So starting with rare company. you need to communicate to as many HCPs as possible for our predictive awareness, for disease awareness, for company branding, because you don't have enough people on the ground in the specific markets in a specific area. So you can rely on digital to maximize visibility to them. It can be to drive interest. You want your target group to be aware about a new sponsored article that you have with a KOL or DOL on a specific website, on your own website. It can be also to drive conversion. And by conversion, any action that potentially will lead to you collecting consent and data from the HCP, so to drive rareness for webinar, to drive awareness for a potential digital events or physical events where you will be able to get informations. So it's really important to have in mind those 3 main pillars in order to address a significant and meaningful customer strategy and customer journey. So -- having that in mind, this basically allows you to refine the way you will engage and cherrypick the different channels that exist depending on the KPI you would like to follow. So starting with the company type, depending on the different objectives that you may have. So by leveraging all those capabilities, the idea is to, again, cherrypick what you think will be relevant. Is it for promotional campaign? Is it to book digitally a rep meeting? Is it to gain visibility to a target group that may not know your company? Or where you want to increase your footprint? Is it to drive traffic to a dedicated product lending page, article landing page, et cetera, et cetera. So you have plenty of possibility, thanks to digital today, that basically will help you drive different KPIs and different objectives. So for the KPI, is it a campaign that will be driven by clicks, so by traffic? Is it campaign driven by the number of lead that you will generate your sales rep to go convert afterwards? Is it for reach efficiency, et cetera, et cetera. And at the end is make sure that you can have a really tailor-made activation strategy for your communication by leveraging the actual channels that will make sense, not just the traditional, but mixing it with what is the best way today to maximize visibility. So potentially media portal supported by advertising where HCP goes, et cetera, et cetera. So, so far, we've been talking about digital, but what about the channels? There are many channels that but what would be the channel that will make sense in order to drive HCP engagement. So basically, what we will see here are the main 3 buckets that we will be able to implement in your strategy and hopefully, on your future campaigns with us, driving social media and programmatic. So -- now we are directly on the topic of today. So I just wanted to give a quick introduction about the 2 topics. Maybe some of you already launched some social or programmatic campaigns. Some of us may have not launched anything. So I wanted to quickly give you an overview of what it is actually. So social media, I'm quite sure that many of you know what it is, all the different advertising networks that are closed where you can benefit from specific audiences, where you can target them darkly on such platforms. And programmatic advertising, so it's basically the same thing. But instead of being leveraged in closed networks or closed platforms, it is basically driven by the coverage of multiple channels. So it can be on websites. It can be on a audio platform, if you want to raise awareness for a new podcast, for instance. It can be on any digital scene that happens to be outdoor or directly in point-of-care screens, what we will call as digital out of home. Or it can be even connected TV even though it's more something for the U.S. market and even the U.K. market. So thanks to those 2 channels, basically, the idea is to rely on 5 key elements. The fact that those channels are supported by data. So thanks to the data, you can find the person as where they may be, right, and on the right digital context. This is the first element. The second element is that you are able to leverage channel where the reach is huge. So basically, today, most people, HCP, consumer, ourselves, are online. Where are we potentially on social media, on different websites, searching for information, looking for different types of content. And basically, what we can do is benefit from real-time optimization. And this is the key value also for programmatic and social media. Based on the KPI that we just saw, you have the ability, and we can do it also for you, the ability to optimize your campaigns based on the predefined KPIs that you will establish for one potential marketing activations. This leading you to better efficiency of your marketing spend and on the results at the end, driving more potential engagement and the right people on the right time and on the right channel. So I just wanted to give you a quick overview of the different media supply covering each channel social media. So you can see on the left, the ones that are majorly worldwide and that we all know. And we wanted also to have an overview of the one available, and the bigger ones in Asia, right? There's the different approach over there and a different social media platform. So it makes sense to have visibility over what's -- how the trends depending on each region. And on the right, you can see the different channel. So any website where you can go today, you are seeing banners, you are seeing videos, et cetera, et cetera. So all those websites are driven and supported by programmatic advertising. Among all the -- about 90% of all the banners that you will see online will be launched and executed by programmatic advertising. And this is something also that will be the case for anything audio related. So if you go to a platform like Spotify, if you go to a platform like Deezer, you may not have a premium account, you will be targeted by brands because of the data that they will be able to leverage to target you at one specific time. The same for connected TV, if you're looking for medical video content, et cetera, et cetera. So what can we do today by leveraging such channels? So the idea here is basically to show the 3 main buckets of our new offering. So the first one, relying on OneKey data, allowing us to run precision campaign. And by precision, what we mean is basically that we will rely on verified HCP information, verified HCP profiles, thanks to OneKey that we will be able to find on the different channels that we just that we just saw, can be social media or programmatic websites. The second bucket will be to leverage, again, predictive intelligence. So basically, tracking in a privacy-first manner HCP behavior based on specialty, interest, et cetera. And depending on where they are, any websites that exist today on whatever country. And the third pillar contextual campaign. So why are we talking about contextual. So as you may have understood, the first 2 buckets focus on data. So thanks to data, we are able to drive engagement and find personnel that we believe are relevant to our communications. So contextual basically relies on maximizing the coverage -- the potential coverage of an HCP target group. As you know, even if you have maximum data for one specific target group, doesn't that mean that they will necessarily see your communication nor engage or interact with it. So the idea was to make sure that we can also leverage what exists today in order to make sure that we can maximize visibility to HCP based on where we know that we can find them. So where do HCPs go online? As many of you have already, I'm sure invested in that in HCP portals. So basically, all the HCP websites dedicated to HCP communities. Most of them and the largest one being supported by advertising, and programmatic advertising. Meaning that thanks to automation and flexibility, we are now able to make sure that we can deploy your content and communication where HCPs are online. But HCP, as we just said earlier, they can be very -- and extremely busy. So basically, the idea was to also maximize visibility where they are practicing. So by leveraging all the screens that you can now use on healthcare venues like hospitals, like doctor offices clinics, so basically, where HCP are practicing on a daily basis. And the idea is to make sure that we can game and have more engagement from them where they are and depending on the departments that will make sense with the content add by having also some QR codes on the screen to maximize potential interaction so they can go to our website, so they can say, visit more information for a specific product for about the specific information, et cetera, et cetera. So all of this was centered, as you can imagine, centered around banner communications. So this slide, basically, the idea was to make sure that everyone understands the value of banner in addition to traditional communications. So as many of us have been exposed before by banners. The idea from an HCP and a company perspective is to maximize, again, the visibility at the right time. Also making sure that the exposition can be flexible in terms of frequency. It can be seen during as many times as possible during the campaign of the duration of campaigns, meaning that contrary to many traditional channels, bannering isn't a one-off interaction. It happens multiple times so you can maximize the memorization of your content and make sure that at some point, the HCP will be interacting with your content. But also what is very important to us is make sure that you can maximize visibility, but to do it with respect and make sure that the content that will be deployed will not be very intrusive and to respect the privacy and the user experience wherever we may find the HCPs. So all those channels, so a lot of new communication potential, actually, let's say, exist thanks to digital, and that will grant to the possibility to, let's just say, address a better way of engaging with them and by implementing a strategy, right, based on the potential reach that each of this channel may bring you, right? So if you happen to have a significant amount of e-mails or we can help you with that too. The idea is to also support those channels with all -- everything that also will be relevant depending on the coverage. So it can be social banners. So if you don't have enough, are you willing to invest in that? Maybe, maybe not. Programmatic banners. What is the actual reach of your campaigns that you can get with this with paper mail, telephone, et cetera? So the idea is basically to give you an overview of what you are able to activate and to cherrypick what will be the most relevant tactic based, of course, on your objectives based on your budget and based on your scope of your campaign. Is it a local one, is it a campaign on multiple countries, et cetera, et cetera. And this basically embraces the idea of an omnichannel HCP journey, starting by what you can do historically with physical engagement and then going more and more to digital and, let's just say, hybrid models that we can now support and to give you a full picture of the possibilities. And that, like I just explained, give you a flexible way of cherrypicking the right strategy that would make sense to drive HCP either for promotional campaigns for event registration booking a meeting with a rep, or going to a specific landing page. So -- of course, what we just saw makes total sense. And as many of you are probably thinking, this can only make sense if the content and what we are actually promoting is compliant. So that's why our recommendation is to do it efficiently and compliantly. So that's why the idea is to also support all those omnichannel journey with an omnichannel creative content strategy. An idea is to make sure that whatever channel you may choose, you may adapt the content that goes with it in a compliant way, but also in a performance way. Why am I talking about performance? Because as you -- Rui explained, there is a need today to address HCP's needs, and HCP's need to be addressed based on insights that we may have from them. So what will be the different preferences that they have in terms of channel of engagement, what will be the preference that they have in the topic that they want to be engaged with. So the idea is also to rely on insights that we can get from OneKey in order to adapt the content offshore creative strategies depending on each channel. So as you can see here, the idea is to have a combined job of traditional, as you historically are doing, and unprecedented content, right, in order to make sure that we are compliant and HCP centric, not focusing on the product, but what actually -- what the HCP is expecting from the communication in order to bring value and make sure that it can go to the website directly or even convert to a specific event for instance. And everything that we just saw will hopefully give you a better visibility of what we can now do on the HCP engagement and how we can also telemate it depending on your needs. And thanks to those new capabilities, new way of finding a difficult personas online. Of course, it is possible to do the same methodology by also finding, engaging, identifying consumers and also patients in a privacy-first fashion. And I insist on privacy first because a lot of companies have been leveraging what we will call third-party cookies in order to identify and track personals online based on behavior based on interest, et cetera, et cetera. As many of you know, all those third party cookie will disappear on Google Chrome by 2024. So that's why any elements that you are seeing today rely on cookie-less targeting. So everything is core based. So we do not track anyone at the individual level, but at a group level in order to respect GDPR restrictions. So starting with consumers, basically, the methodology is quite the same. The idea is to make sure that we can be efficient in the way to find those populations online. So I'm sure that any of you working already on the consumer health has been establishing this sort of strategy by leveraging 4 main pillars as well. The first one being cookie-less tracking, as I just explained, leveraging our insights capability to track behavior in a cookie-less manner online of the just a user having an interest for a specific product, for specific therapy, for specific diagnosis, et cetera, et cetera. The second way will be to rely on the different websites and media channels that exist today, fully dedicated to the healthcare industry on the general public side and not on side. This third way being to use geolocation. You know where your audience might be at a specific time. You know where you are selling products, and you want those audiences to be aware and to go to buy those products. So what can we do with location data, I'm about to show you a little bit more. And of course, the finish public data that we can get and let's just say, benefit from the different relevant parties like retail, media, retailers on a different platform if you are willing to target specific audience based on purchase past purchase are based on demographic, socio-demo, et cetera, et cetera. This leads us to the data-driven and contextual consumer engagement that we are now able to help you with. And for which you are now, I'm pretty sure already leveraging to some of you on the consumer space thanks to the first-party data that you may have and that basically allow you to retarget how to push communication to clients that are already part of your clientship. And also by identifying new prospects potentially thanks to programmatic and social media advertising that we can now leverage, thanks to the insights and applying also the same techniques in terms of contextual communications. So where those populations are today and globally, the different websites that we can now cover thanks to programmatic, where -- sorry, where consumers are the different website focused on specific content, specific topics, et cetera. It can be for food, if you are working on the nutrition space. It can be around wellness. It can be about mental health. It can be around fitness. It can be around many disease, et cetera, et cetera. Anything where we can potentially contextualize the messaging to the right person in order to make sure that you can invest the money in the right way. The second element is also to leverage contextual keywords. So I'm not talking about search, I'm talking about contextual cures. So the ability, basically, to target people based on the content that they are currently viewing. So I'm a user reading a content that appears to be addressed about talking about the bank fever, for instance. So the idea was to -- depending on if the website supports advertising to push the rightful content communication banner of video on real time as the people viewing the content are seeing also the banner in a contextual fashion, so it can resonate better to their current needs. Also leveraging location data, as I just explained. The idea would be also to help you support any trade marketing efforts at the store level or where you know that your products are being sold. This is mostly for OTC product, of course. The idea leveraging drive to store capabilities. So we can drag all the people nearby specific stores or specific places that can be tactical in order to drive them directly where the product is sold and to measure the sales uplift of your marketing dollars. And this is, of course, available globally. And last but not least, also leveraging outdoor screens that you can see and that you're happier to be seeing when you go in airports, when you go on the pharmacy, if you go in the train station, all those different elements and channel that enables you to communicate on the right context to specific audiences. So it can be contextualized communication during a flu season, making sure that people are aware, this is a few seasons, so you can promote your full product or your expertise on the matter. It can be because you know that it's raining or you know that it will be -- there will be heat wave somewhere. So you can geolocalize and contextualize the communication of your content using those new channels. And again, the idea on this part is also to help you and support you where basically you've been working on either internally or with your agencies on a growing channel where those new consumers are today. So you are now use and quite used to implement strategy in off-line medium, print, outdoor different publications, trade marketing, et cetera, and push this customer journey and consumer journey to the next level by also leveraging the new and growing channel where most people are going, especially the millennials population. So on digital outdoor, so if you're willing to run off-line marketing campaigns, connected TV, digital radio, if you want to raise awareness around podcast, streaming audio tracks or even retail media. So the idea is also to give you a quick example of how to leverage it. So as you may have guessed, there are multiple ways of leveraging search capabilities. So I just wanted to give you a few elements on how to do so for the case of an HCP engagement strategy. So you want to -- you are a part of a commercial effectiveness and you want to maximize visibility on top of the face-to-face effort our team is doing. So the idea is also to drive just more engagement and more visibility to your product before your team starts going in the field and contacting the different HCP, so they can be aware about what's going on about your product, who is your company maybe, and what is the expertise, before jumping and making sure that your team can convert them to a specific event to try different products, et cetera, et cetera. It can be also the case for consumers. So like I just explained for you to drive them based on the geolocation data and geo mapping to a specific store by leveraging the radios communication where it is tactical and where it is relevant. By targeting also them on their mobile phone. Basically, by leveraging mobility, you are able to target any type of population based on where they are and making sure that you can push them where it makes sense, depending on their current need, of course, to the point of star where your product is sold and maximize also the product visibility and potentially the product sales. And last but not least, the potential case for you, if you, for instance, are willing to communicate on the awareness campaigns around disease, around a specific topic that will be very helpful for the general public and the HCP community as well by leveraging point-of-care screens, where basically the best of both, let's just say, world mix in the right place and where you can guarantee communication to both populations at the same time and still being able to leverage the different QR codes on the screens based on departments at the entrance of specific healthcare venue, et cetera, et cetera, to drive traffic to a specific lending page where HCPs and populations of patients are on a daily basis. And also to help you save cost money on the paper leaflets basically, and measure actually the number of visibility of your communication, the number of interaction of communication and save leaflets printing costs on the door. So just to finish, of course, some of you may say that if actually that you're working with an agency, you're working with external partners or even in China. So what actually would be our benefits? So of course, as you know, the idea is also to make sure that you understand the value of data and the fact that thanks to our coverage of data, we can go further in terms of targeting, in terms of finding and in terms of insights. Also the fact that contrary to many companies, our will and expertise is really industry focused. It's not industry blind how a benefit is really to have and to make you benefit from our expertise on this. Of course, global offering, very homogeneous depending on the country where you are, where you can sort you. Privacy-first, relying on cookie-less possibilities and targeting capabilities. And everything IQVIA capability, so everything is in-house and not externalized directly at the moment, leading to a potential end-to-end solution that allows us to help you from A to Z to drive the strategy, data, compliance enablement, compliance execution and analytics, all put together in all the regions you may be, or you may have an interest for company execution.

Thank you, Yannick. That was wonderful. I really appreciate all that. And I want to take a moment to go over those poll results that we saw earlier. So this one was actually really close by a small margin. The majority of our audience answered yes to using social media to communicate to HCPs before. Moving on to our next question. Most of our audience sees opportunity to do better with their current HCP engagement strategy. And finally, again, pretty close, the main challenge that this audience is seeing is digital expertise internally. So thank you for participating in that poll. We can summarize these results and share them after the webinar as well. And throughout the presentation that Yannick and Rui went through, we've received a number of great questions throughout the chat. So with only a couple of minutes left in our presentation, I'll ask Yannick and Rui to pick 1 or 2, maybe 3, that we'll have time for to address live. And if we don't get to your question, we will be sure to follow up off-line after the webinar to make sure that it's addressed and have an additional conversation if need be. So please feel free to continuing entering those questions in the chat. While Yannick and Rui are going through the questions, I encourage you to take that survey on the right-hand side of your screen. We would be happy to have an additional chat after this webinar. And I will hand it over to one of our speakers to start us off with the first question.