Many industries, from groceries to cosmetics or entertainment are currently on their way to omnichannel. Pharma rushes to keep pace with customer expectations and introduces omnichannel tactics into campaigns. However, compared to other industries, pharma is rather slow in mastering omnichannel. So far, almost exclusively large pharmaceuticals are managed to provide omnichannel experiences to their customers. Let’s compare the experience of using omnichannel tactics in pharma and other industries and try to figure out what is already successfully works, and what else could be adopted.
Disney is currently one of the leaders in the omnichannel promotion. Their own ‘My Disney Experience’ app is set up so you could plan every detail of your trip to Disney World. Customers start their journey on moble-responsive Disney website where they can purchase tickets to a theme park and movie theater, and many more. From the moment of order, visitors can feel the real magic of this application allowing them to track their route on the GPS map, search for the nearest restaurants or attractions, track wait times, and many more. The developed technologies allow visitors to save time and effort because the vacation on such a huge territory can be exhausting even in the magical kingdom (especially if you are with kids).
Disney obviously knows its audience very well. To achieve a similar effect, Pharma mapping patients’ journeys to lavish them with always relevant and targeted content in a format HCPs want to receive it and precisely through the channels they prefer. In theory, there could also be an application with a doctor’s personal account, where they can order a visit from a medical representative, check information on drugs, publications, company news, self-detailing, and much more.
Just like Disney, pharma could also create equally convenient applications that allow, in a similar way, for example, to follow the course of medications by patients with chronic diseases who have been adhering to therapy for a long time.
Sephora is a top cosmetics retailer and omnichannel master that is blurring the line between online and in-store shopping experiences. Sephora is a brilliant example of in-app purchases. Their customers can make purchases online, put items in Beauty Bag, and track orders in their accounts. Moreover, the cosmetics retailer went further by offering customers video tutorials, the ability to compile wish lists with their favorite products, and try on products using specially developed digital software. In-store visitors can access their Beauty Bag through the available tablets.
In a similar fashion, American pharmaceutical retailer CVS/pharmacy introduces more convenience to the pharmacy experience with the Ship & Save online program that allows shoppers to use their smartphones and tablets to order, change or cancel medications, refill prescriptions, access daily updates, and more. Moreover, smartphones doctors carry every day could help them to perform their clinical duties by collecting patients’ data, accessing electronic health records and medical information, and many more.
Topshop is an omnichannel groundbreaker among fashion retailers. Throughout fashion week in the UK, Topshop has shod trendy omnichannel shoes by introducing the concept of digital billboards. The Twitter-supported concept was designed to identify trends straight from the catwalk by generating hashtags on billboards. The target audience could easily find a trendy items directly from the catwalk, since each billboard was placed within a 10-minute walk of the physical store.
A similar concept has already been developed by one of the largest pharmaceutical companies when MYRA digital billboards were successfully used as part of their customer engagement strategy. Digital billboards can be further used in the pharmaceutical industry as an innovative communication channel to deliver dynamic advertising on the modern and technological canvas.
Starbucks App is redefining the traditional customer loyalty program with smart technologies. Starbucks app generates personalized recommendations based on more than 400 other store-level criteria. Moreover, visitors enjoy a free reward card accessible via the phone, website, in-store, or on the app. Any changes to the card or your profile are updated across all channels in real-time.
Starbucks users enjoy an algorithm that generates personalized recommendations for them. What about a similar algorithm that could, for example, select specialized articles and materials for doctors?
Speaking of a similar flexible customer reward system operating in the pharma, there is American pharmaceutical retailer Walgreens with their own the Walgreens app allows users to earn points on purchases, store them in the app, and spend them as cash in a store or online.
German automaker Mercedes-Benz also uses omnichannel engagement initiatives in their campaigns. The Mercedes Me app and a comprehensive program called “My Mercedes, My Service” are integrating multiple platforms to simplify the customer’s life. Within the program, there are different ways of making appointments with brand experts, including via the Internet. Moreover, there are functions such as “Remote video chat” and “Pick up and drop” designed to solve problems related to vehicle maintenance and others.
Today pharma deploying various apps for clinical communications. These types of apps simplify communication between healthcare providers and facilitate quick responses with virtual functionalities, such as voice calling, video conferences, messaging, etc. Moreover, today they present a grand convenience for the doctor to order a remote detailing or self-detailing session with a medical representative.
Omnichannel came to pharma from other industries, so pharma is now in a unique position to adopt their best practices. Pharma is actively engaged in this process to unify the physicians’ experience through all channels. It means that all the information a doctor sees in an email, hears on a webinar or from a medical representative creates a harmonious palette.
Omnichannel technologies open a wide range of possibilities for the doctor’s practice and can increase their brand loyalty. A move towards omnichannel starts with understanding how to manage it correctly. Turn to our experts for assistance and guidance to build elaborate omnichannel architecture ones, and get the expected outcomes for your brand.