{"id":7619,"date":"2022-08-23T10:00:00","date_gmt":"2022-08-23T10:00:00","guid":{"rendered":"https:\/\/www.rednovius.com\/?p=7619"},"modified":"2022-12-07T12:34:34","modified_gmt":"2022-12-07T12:34:34","slug":"omnichannel-impact-hcp-engagement","status":"publish","type":"post","link":"https:\/\/www.rednovius.com\/omnichannel-impact-hcp-engagement\/","title":{"rendered":"The impact of Omnichannel Marketing on HCP Engagement"},"content":{"rendered":"\n
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One of the main focuses of pharma companies throughout their activity is the improvement of communications. Both with patients and stakeholders. Healthcare professionals are among the priority target audiences and HCP engagement is a must in this “new normal”<\/a><\/strong>. <\/p>\n\n\n\n

During the last two years, it was evident that one-way communication between reps and HCP no longer works as it used to. So, how can omnichannel marketing<\/a><\/strong> help in obtaining a new model for HCP engagement?<\/p>\n\n\n\n

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How can we define \u201cHCP engagement\u201d?<\/h2>\n\n\n\n
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First things first, we need to understand what HCP engagement is about in the new normal. These days it’s defined as either a two-way interaction or referring to the conditions or events that lead to an interaction.<\/p>\n\n\n\n

What exactly leads to a successful engagement with HCP? It\u2019s heavily related to their experience with the brand at stake. This is why the concept of \u201ccustomer journey<\/a><\/strong>\u201d is very valued among many marketers.<\/p>\n\n\n\n

Nowadays HCP tend to value content that can either help them in their work or help their patients. In that sense, this poses a great challenge for pharma marketing<\/a><\/strong>. <\/p>\n\n\n\n

This means sales teams need to adapt to the new reality. Personalized interactions<\/a><\/strong> come into great relevance in this matter.<\/p>\n\n\n\n

It\u2019s important to underline that former models of customer engagement no longer work in present-day\u2019s online reality. In essence, the new panorama requires a wide mix of channels<\/a><\/strong> to create a unique experience for each target audience. This is where omnichannel marketing will come into play.<\/p>\n\n\n\n

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Omnichannel marketing and its influence on pharma<\/h3>\n\n\n\n
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The concept of omnichannel is wider than that of multichannel. It\u2019s a new model of online communication. One that encapsulates an integration and interconnection of all the channels<\/a><\/strong> of an organization. <\/p>\n\n\n\n

By linking different channel-specific platforms and tools together, marketing automation<\/a><\/strong> enables a wonderful omnichannel experience. Thanks to technological advances, both online and offline channels are handled as a whole.<\/p>\n\n\n\n

Many online communication channels can come into an omnichannel marketing journey<\/a><\/strong> such as:<\/p>\n\n\n\n

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