{"id":6234,"date":"2022-04-05T08:00:28","date_gmt":"2022-04-05T08:00:28","guid":{"rendered":"https:\/\/www.rednovius.com\/?p=6234"},"modified":"2023-04-20T15:38:13","modified_gmt":"2023-04-20T15:38:13","slug":"omnichannel-in-pharma","status":"publish","type":"post","link":"https:\/\/www.rednovius.com\/omnichannel-in-pharma\/","title":{"rendered":"How to Succeed: Going Omnichannel in Pharma"},"content":{"rendered":"\n
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Pharma\u2019s urgent need to become more customer-centered<\/a><\/strong> was brought to light with Covid-19 in the picture. In a multichannel and multi-device era, communication and engagement changed and the old pharma marketing models don\u2019t work anymore.<\/span><\/p>\n\n\n\n

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Taking multichannel engagement into an omnichannel strategy<\/h2>\n\n\n\n
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On-demand and personalized content for remote and digital engagement<\/a><\/strong> is what customers are seeking nowadays. In fact, both physicians and patients want seamless experiences granted through a consistent presence and fit-to-size brand message across channels.<\/span><\/p>\n\n\n\n

In-person meetings limitation to today\u2019s digital native healthcare professionals<\/a><\/strong> and a new generation of concerned, well-informed patients, along with mobile connectivity and technology advancements, brought pharma marketers to the multichannel arena within an Omnichannel marketing strategy model. So, let\u2019s get to the core of this\u2026<\/span><\/p>\n\n\n\n

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Going Omnichannel in a Multichannel Landscape<\/h3>\n\n\n\n
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Clearly,<\/span> it\u2019s all about providing the best experience with valuable and tailored content with the customer at the center stage. In essence, pharma\u2019s adoption of an Omnichannel strategy will guarantee engagement from the nurtured and trustful prospects, leads, and customers through the channels of their choice at the right time of the journey.<\/span><\/p>\n\n\n\n

Becoming more aware of what the data from older interactions with the customer tells them allows marketing and sales teams to be spot-on with up-to-date and accurate medical information<\/a><\/strong>. It also enables continuous optimization and tailoring for a seamless overall customer experience, with journey stages and preferences always taken into consideration.<\/span><\/p>\n\n\n\n

<\/span><\/a>Segmenting and identifying the stage of each customer\u2019s journey enables the creation of digital-focused content<\/a><\/strong> for each of the targeted audiences. Furthermore, the outcome is a personalized and smooth customer experience valued by educational resources and medical materials that can be consumed and shared at any moment. <\/span><\/p>\n\n\n\n

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Did you know that explainer videos are an easy way to share up-to-date content along the journey? Try <\/i><\/b>PubVisual<\/i><\/b><\/a> to boost your omnichannel strategy!<\/i><\/b><\/p><\/blockquote>\n\n\n\n

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To summarize, taking into consideration channels and media type preferences, pharma companies can guarantee HCP trust-building<\/a><\/strong>, engagement with a consequent sales increase, and positive ROI outcomes.<\/span><\/p>\n\n\n\n

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Building a Successful Strategy<\/h3>\n\n\n\n
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So, what do pharmaceutical marketing teams<\/a><\/strong> need to have in mind when putting in place an Omnichannel strategy? Here are the pillar requirements to create one:<\/span><\/p>\n\n\n\n

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  1. More knowledge: customer behaviors\/preferences<\/span>;<\/li>
  2. Awareness: channels and media type preferences<\/a><\/strong><\/span>;<\/li>
  3. Multichannel: valuable content consistently made available<\/span>;<\/li>
  4. Feedback: optimize according to the continuous customer feedback<\/a><\/strong><\/span>.<\/li><\/ol>\n\n\n\n

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    To be consistent, marketers must consider having a Content Management System (CMS)<\/a><\/strong> in place. In the long run, approved and shared content can be organized and continuously distributed at the right time after segmentation is applied.<\/span><\/p>\n\n\n\n

    The need to keep creating new content is reduced with the alignment of each segment and stage in the customer\u2019s journey<\/a><\/strong>. Monitoring and analyzing the customer\u2019s data is crucial and is the other side of the optimization coin. In this sense, tailoring for a perfect fit is only possible by using the retrieved intel on the customer\u2019s past interactions.<\/span><\/p>\n\n\n\n

    Marketers can then define the needed adjustments, considering the channel and device of preference, customer needs and expectations, and the type of interaction<\/a><\/strong>.<\/span><\/p>\n\n\n\n

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    Looking at the big picture, pharma marketing teams need to:<\/span><\/a><\/h4>\n\n\n\n
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