Pharma Marketing Data Driven Omnichannel

Four Interconnected Themes.
Reuters Pharma Article | December 2021

Omnichannel engagement is the key to creating personalized customer experiences and relevancy, but it remains something of a holy grail within the pharmaceutical industry. 
As marketers, we’re instinctively drawn to “shiny new objects,” but the relentless pursuit of innovative tactics and novel channels risks creating fragmented customer experiences.
Content is still king, but pharmaceutical companies now need to shift their content creation engines into top gear to deliver dynamic, relevant content to HCPs at different stages in their journey.
​Far from displacing the field force, the pharmaceutical industry’s move towards data-driven decision-making reaffirms the critical position of sales reps and MSLs at the heart of the organization.

​The opportunity here is to start creating the right content through the right channels that really have an impact. The new data capabilities will enable reps to become “superheroes in the field,” by empowering them with greater insights, increasing their relevancy, and helping to elevate their relationship with HCPs. ​

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Personalized customer experiences rely on data at doctor level: This data includes individual channel preference, persona, interest and personality.
These insights allow pharma companies to meet the customer at their preferred channel, using the right tone and relevant content.
As AI has moved to the next level this holy grail is now available in the pharma and medical devices sector.
Each HCP of an entire country can be assessed and optimal customer experience can be achieved using the resulting insights.
The reps of leading pharma companies already become "superheroes in the field" and relevancy and relationships are elevating as a result.