Demystifying the omnichannel commercial model for pharma companies

Omnichannel for pharma companies
​McKinsey | January 2022

The article explains the concept and benefits of an analytics-enabled omnichannel commercial model for pharma companies in Asia. It addresses five common questions and challenges that pharma leaders face when adopting this model, and provides a four-step methodology for transforming HCP engagement via analytics.

An analytics-enabled omnichannel commercial model is a way of engaging healthcare practitioners (HCPs) across multiple channels and touchpoints, using data and advanced analytics to tailor and optimize the experience. The article argues that this model can create value for pharma companies by:

• Improving HCP satisfaction and loyalty
• Increasing commercial effectiveness and efficiency
• Enhancing differentiation and innovation
• Adapting to the changing needs and expectations of HCPs due to COVID-19

An analytics-enabled omnichannel commercial model can elevate HCP engagement, but many pharma companies are not sure where to start. 
Analytics can transform the HCP experience to enable highest-impact engagements.
​Predictions on initiation potential, growth potential, and impact of interactions—answering what is likely to happen in future through machine learning–powered predictive analytics.
Importantly, predictive performance can be boosted over time through data updates. Specifically, for an individual HCP or a microsegment of HCPs, the model can help predict a variety of scenarios at specific moments in time, such as the likelihood to initiate first patient, expect increased patient numbers with the prescription of interest, respond positively to reps’ face-to-face visits that are focused on benefits for a particular patient population, stem declining share, or start prescribing drug in the next six months.
​Such insights guide optimization of sales-force deployment across HCP segments and prioritization of HCPs within a territory.

LINK to article

Data powered customer segmentation and omnichannel strategy is at the heart of many pharma companies.
As HCPs expectations increase in terms of personalized communication, pharma companies now have access to precise insights on channel preference and other HCP characteristics.
These tools are powered by AI and help to improve communication and sales effectiveness.
The technology allows doctor level insights to be produced within a few weeks. This compares with traditional approaches that took multiple months to complete.