Category: Omnichannel Marketing

In today’s competitive and complex healthcare landscape, pharma marketers must be on top of their game regarding marketing and engaging with their customer base. As a result, omnichannel pharma marketing —using multiple marketing channels to reach and engage with customers—has become increasingly important. However, knowing which KPIs (key performance indicators) are important to track and how to improve them can be difficult.

In this article, we’ll explore the various KPIs that should be tracked in order to measure the success of an omnichannel pharma marketing strategy and how to improve them.

What are Omnichannel KPIs used to Measure?

Omnichannel marketing is an integrated approach to digital marketing and sales that offers customers a consistent, seamless experience across multiple channels. It involves using different communication channels, such as websites, email, social media, and mobile, to attract customers and build relationships with them. The omnichannel metrics KPIs is the number and quality of customer interactions and the overall customer impression.

One of the main KPI for omnichannel marketing is the number of customer interactions. This includes the number of emails sent, the number of clicks on links, the number of website visits, and the number of social media posts. This KPI can measure a marketing campaign’s success and track customer engagement. It is also important to track the number of customers who purchase a product or service due to the campaign.

In addition to the number of customer interactions, the quality of customer experience is also an important KPI for omnichannel marketing. This includes the quality of customer service, the ease of navigation, the speed of page loading, and the overall user experience. This KPI is important because it measures how satisfied customers are with their interactions with the company. The overall customer impression should be positive, and companies should strive to improve it as much as possible.

Finally, the return on investment (ROI) is also an important KPI for omnichannel marketing. This KPI measures the success of a marketing campaign by tracking the cost of the campaign compared to the revenue generated from it. It is important to measure the ROI to ensure that the campaign is achieving its goals and delivering a positive return on investment.

Overall, the KPIs for omnichannel marketing are the number and quality of customer interactions, the customer experience, and the return on investment. These KPIs are important for measuring and improving a marketing campaign’s success and ensuring that the campaign is delivering the desired results.

The Importance of adopting Оmnichannel KPIs 

Omnichannel KPIs are essential metrics of a successful customer-centric marketing strategy. They measure how well a company’s marketing campaigns, strategies, and initiatives perform across all its channels. KPIs help marketers identify improvement areas and measure their efforts’ effectiveness. They also help to track the progress of channels, campaigns, and strategies so that companies can make informed decisions about their future plans. 

Companies can gain insights into their performance, how it affects completely new customer and their final purchasing decisions, how many unique visitors are generated, and others. They can also measure the impact of their campaigns across multiple channels. This enables them to make better decisions about which channels to focus on and how to optimize their content for each one. Omnichannel KPIs also help companies to track their conversion rate and understand their return on investment.

Adopting KPIs is essential for any company that wants to stay competitive in digital marketing. The metrics provided by these key performances will provide valuable insights into new customers’ behavior, marketing effectiveness, and ROI, allowing companies to make more informed decisions and maximize their success.

How Omnichannel KPIs can measure the Performance

Any business model should be measurable and clearly understandable. It helps keep track of operational processes and improve communication aspects like customer retention rate or social media engagement.

There are many key performance indicators for omnichannel customer engagement strategy, so let’s cover the most important and obvious omnichannel marketing metrics.

CTR

CTR or Click-Through Rate is a crucial KPI in the pharma industry. It measures the ratio of clicks on a specific link to the total number of impressions it receives. This metric is vital for evaluating the effectiveness of digital marketing campaigns, especially in the pharma industry, where regulatory restrictions limit the scope of advertising. A higher CTR indicates that the ad or content is resonating with the target audience, leading to increased website traffic and better chances of conversions. On the other hand, a low CTR implies that the content needs to be optimized to attract more clicks or that the targeting needs to be revised to reach the right audience. Therefore, monitoring CTR KPI is critical for pharma companies to gauge the success of their digital marketing efforts and improve their ROI.

Satisfaction of your clients

Customer satisfaction score (CSS) is a critical key performance indicator for measuring omnichannel marketing performance. This can be measured through surveys and customer feedback. Measuring customer feedback and ensuring clients are satisfied with the customer journey is important.

Cross-channel conversion rate

Conversion rate is another key KPI for measuring the performance of an omnichannel strategy. This metric measures the percentage of customers who make a purchase after engaging with the omnichannel marketing strategy. This metric can be used to track the effectiveness of the cross-channel conversion rate in driving conversions.

Lifetime customer value

Customer lifetime value (CLV) is a KPI that measures the total value of a customer over the entire customer journey. It is important to measure customer value to ensure that the omnichannel approach provides value to customers over the entire customer journey.

Engagement score

This key performance indicator calculates omnichannel strategies’ quality. This metric measures the level of engagement with the omnichannel approach. It is important to measure customer engagement to ensure that customers are actively engaging with omnichannel marketing. Engagement score can include the conversion from registrants to attendees for online events or webinars, from impression to download (medical materials), and from a visit to registration (medical portals).

Loyalty Score

The customer loyalty score (CLS) is a key indicator for measuring omnichannel strategies’ performance. This metric measures the number of customers who remain loyal to the brand. It is important to measure customer loyalty to ensure that the omnichannel strategy provides lifetime customer value.

NPS (Net promoter score)

The net promoter score (or net patient score in pharma) is a vital metric that can help businesses evaluate their activities and make informed decisions. With the rise of omnichannel marketing, it has become increasingly important to track patient impression and engagement across multiple touchpoints. The net patient score is calculated by subtracting the percentage of detractors from the percentage of promoters, providing a clear picture of how patients feel about a particular brand or product. By monitoring this KPI, pharma companies can identify areas of improvement and optimize their marketing strategies to better meet the needs and expectations of their customers. In today’s competitive marketplace, understanding the net patient score and other omnichannel KPIs is crucial for success.

By tracking these omnichannel metrics and KPIs, companies can gain valuable insights into their omnichannel strategy’s performance and identify improvement areas. Through tracking these KPIs, companies can ensure that their omnichannel approach is effective and delivers more value to customers.

How to Begin with Omnichannel KPIs?

Omnichannel key performance indicators are essential for pharma companies to track and improve the conversion rate. By understanding the performance of offline and online channels, companies can make data-driven decisions that influence communication and even turn a completely new customer into a lifetime customer.

First, you must identify relevant KPIs that are most important for your business model. Many omnichannel KPIs are available, but not all are relevant to your company’s needs. Consider factors like customer lifetime value, average order value, and conversion rates from each channel. Once you’ve identified the most important KPIs for you, you can start tracking them.

Next, you must set up a system to track your omnichannel KPIs. This could involve setting up web analytics, utilizing customer relationship management (CRM) software, and/or developing custom dashboards. The data you collect should include information on customer behavior, product performance, and marketing effectiveness.

Finally, you must ensure that you are measuring the right metrics. Omnichannel KPIs are only as valuable as the data they provide. Make sure that you are collecting accurate and up-to-date data and analyzing it in a way that will provide meaningful insights.

Following these steps, you can begin tracking the omnichannel key performance indicators most important to your business. This data can help you understand how your channels perform and make data-driven decisions that will help to attract customers and improve conversion rates.

Learn more about the role of KPIs in the omnichannel approach from Viseven’s Head of Omnichannel Excellence, Pavel Klymenko — fill out the form here to get the recording.

If you want to improve your customer engagement strategy, do not hesitate to contact us. Our experts will reach out shortly.

HCP engagement models are getting ever more complex and diverse. It is a time-driven tendency reshaped by the ultimate impact of COVID-19 on the pharmaceutical industry. Customer needs are also getting more vagarious, and an overwhelming flow of information retouch the way it should be presented to the HCP.

For all of these reasons, pharma сompanies are struggling to find the right balance between face-to-face and virtual promotion. Let’s talk about what caused these changes and how to blend these two experiences for the HCPs.

HCPs engagement must be redefined… Again?

COVID-19 has changed the picture of HCP engagement for good. During the pandemic, everyone from doctors to patients has appreciated the flexibility of virtual engagement, and a decline in using remote working tools shortly is not expected. Accordingly, these models will still be in the post-COVID future.

The industry hardly had time to adapt to the first shift in channels usage, and here we go again… The mix of channels preferred by HCPs is changing all the time, so it takes some effort to predict where it will go in the future. Meanwhile, 85% of HCPs said they would like digital engagement to complement face-to-face. Therefore, pharma companies look closer to hybrid communication models to strengthen their presence and have a greater impact on the audience.

Face-to-face and digital cannot exist without each other because in tandem, they provide a higher level of satisfaction and a better return on investment.

HCP engagement of the past:

HCP engagement of the future:

• Omnichannel
• Customer-centric
• Connected
• Relationship-driven promotion
• Strategic investment

What is driving hybrid communication with HCPs

Today in pharma, digital campaigns are almost entirely separated from personal visits. Medical reps are actively triggering emails but unaware if additional digital activities occur. SFE managers are focused on a face-to-face channel having little experience with digital. There are also multichannel managers who, as a rule, synchronize all activities, but even they may not be aware of how the touchpoints across channels interact and fit together in a single picture.

Technical flaws and the fact that data on face-to-face visits are not transferred to the marketing automation system are to blame. Also, desynchronization occurs when the data from the marketing automation system is not distributed in the CRM. The objective is to ensure that the flow of information from different channels does not turn the communication strategy into a complete mess.

However, every challenge creates an opportunity. The challenge is now to grow robust, flexible, and agile commercial capabilities that will work long after the pandemic is over. Pharma has to build communication with HCPs focusing primarily on their desires and needs. That’s why large pharma enterprises are adopting flexible omnichannel solutions that enable them to engage with HCPs in the way they would like. 

Our interest in this topic is mostly driven by the number of such requests from clients. One of our major international pharma clients was once interested in a smart sequencing of face-to-face visits and virtual to make the most of face-to-face interactions and deliver the right message to the right customer at the right time.

The integration of digital and traditional channels is challenging— but the reward is multiple. Omnichannel technologies develop a deep understanding of the customer journey that helps to synthesize the insights about HCP preferences and be ready to respond to them appropriately at the right time and in the right format.

Omnichannel technologies inspire a frank, value-based dialog with the customer by:

• Establishing two-way communication with HCPs
• Providing a single, unified experience for the customer
• Delivering relevant content to the target audience
• Supplying personalized experiences for HCPs
• Blending the digital and the personal activities to get the best from each

Mix it up wisely

The ultimate goal is to develop an intelligent feedback system that can identify the best content for a particular doctor. It is rather challenging to achieve such flexible, responsive commercial capabilities. First, you have to overcome some barriers like:

• Shortage of content
• Siloed system
• Luck of data on customer needs.
• Legal restrictions on the content
• Appropriate professionals

What your company really needs is the right technology and personalized content to fit these new channels in agile ways.

Omnichannel technologies provide data that helps to identify the optimal mix of channels and organize a successful alignment of all activities inside the campaign by:

1. Transferring data between the CRM and the marketing automation system
2. Planning of the customer journey taking into account the activities of the medical representative
3. Enabling a rep-triggered journey for a representative to see the whole journey, launch it, and see the result of this journey in the CPM – this is the first option of alignment.
4. Providing an opportunity to rationalize the share of personal and digital activities in those segments and those regions where it is appropriate – as the second option. Face-to-face is a key channel for pharma, but it also the most expensive one. Sometimes it is more practical to use more digital activities for the doctor who prefers it or increase the number of personal visits for those segments where digital activity drops.

We believe that any communication model must be omnichannel, where face-to-face promotion is just one channel. Stop concentrating on the constraints of one-way communication and see more opportunities to bring consumer preferences to life. Turn to our experts for insights and guidance and expand the dialog with your  target audience.

Let’s dive into the topic and find out how omnichannel communication works in healthcare.

Nowadays, it is essential to take care of customer service due to the high competition between players in the markets; the bar of service delivery is higher than ever. Technological progress and the spreading popularity of review sites and social media have made modern customers always compare options and choose the best one. And if they find the service does not meet their expectations, they march on quickly.

When you have so many choices, you pay less attention and patience to the companies that fail to arrange efficient omnichannel communication, especially in healthcare. According to healthcare organizations’ research,

72% of customers state that it’s easier for them to “keep going with certain brands until they deliver a bad service and move on right after,” and 63% “decided to switch a brand to another when online experience is imperfect.”

To control the patient experience, you must pay much attention to your communication strategy. It means additional investments in the tools and development of a single approach to keep a consistent customer experience.

Omnichannel communications definition

What is omnichannel communication? In a nutshell, it involves the usage of compatible channels or means of connecting with prospects and combining them, so the patient experience is indifferent and seamless of the channel they use.

Any communication flows in different marketing channels can be united into healthcare omnichannel communications. The objective of the omnichannel communication system is to unify and standardize the healthcare providers’ daily activities and interactions with customers. For instance, a company may offer sales or services via different channels, platforms or resources —over the phone, by text, email, etc.

With omnichannel communication for marketing, the assets and communication approach will stay solid across every channel because omnichannel flow considers all of them.

Why it’s important?

With omnichannel personalized communication, you receive an increase in your primary key performance indicators and customer satisfaction. It justifies additional investment and time on its implementation, as researches show us.

• Using customer journey maps reduces service by 15-20%.
• An omnichannel communication strategy is costly as companies need to create extra expenditure on advanced tools, technology, solutions and processes. Nevertheless, it has a deep-rooted effect on general metric growth. It requires a broader vision by decision-makers and must be inflicted from the very peak for success. However, funding in customer engagement strategy ends in 2x-3x RoI in the long run.
• It provides an 89% increase in customer retention and a 9.5% YOY growth in annual revenue. Hence, it is urgent to check with customers at what stage they are and supply consistent support across all channels. Brands that struggle to engage their customers with an omnichannel approach prevent customer lifetime attrition.

What is an omnichannel customer communication strategy?

Omnichannel communication starts when a company charts its customer’s journey and delivers an accordant customer experience (CX) through any online and offline touchpoints (or marketing channels), such as webpages, platforms, social media, mobile apps, physical stores, and face-to-face visits. These touchpoints are wired into a single communicational chain that delivers cohesive customer experience and marketing key messages to the target audience via different channels.

Omnichannel customer communication re-examines the interactions and provides an amplified customer service experience.

Why is it important for healthcare businesses?

The omnichannel consumer engagement model proactively engages patients with consistent access to their healthcare information, communications with doctors, and recommendations anytime and anywhere. It makes the treatment process much more accessible and comfortable for both doctor and patient.

What are the most critical issues in healthcare communication today?

Lack of up-to-date communication disrupts patient and physician interaction. Here are two omnichannel customer experience examples of how it works without and with this approach so you can judge yourself:

Kate tore a muscle, and her doctor told her she needed surgery. The surgery has gone well with no aftermath issues. Kate’s doctor’s office still works with orthodox communication healthcare follow-up. Upon discharge, the team provided Kate with printed instructions for after-op care and a reminder card for follow-up appointments. In the days after surgery, Kate was responsible for her post-surgical treatment at home and keeping in mind her follow-up appointments.

John passed the same surgery operation as Kate. His operation has gone great, but John’s doctor’s office deployed an omnichannel health support center follow-up for post-surgical care. John went home without any paperwork or reminders upon discharge. The office has invested in comprehensive omnichannel engagement. The organization is aware of John’s communications preferences (mobile, text, or email) and has turned data across the care continuum into practicable insights. The system also suggests John’s care team with the right actions at the right time in the proper channel.

The next day, a nurse rings John to check his condition, answer any questions, and ensure accordant care. He also receives an SMS reminder about a follow-up appointment and a call saying his prescriptions are up to be picked up. John gets emails with a customized post-care checklist each day for two weeks. He also can receive text notifications for each procedure throughout the day.

John receives another phone call the next day because his prescriptions are still waiting. John misses the ring, which follows a voicemail message. On the third day, John still does not take his medicines, leading a nurse to call John, check-in, and inform the importance of the medication.

So you can see that omnichannel communication solutions give decent care to clients and makes them trust their health and time as if you are their parents.

What are the industry challenges, and what are the benefits?

Physicians are hard to reach because they have a short time to check your messages. At this point, high-engagement strategies, like omnichannel, are a must. Such approach helps cover many different channels without simple ad spamming but by building a creative customer journey via all communication channels.

Sticking to omnichannel digital transformation will bring you what you expect from customer interactions. Let’s move on with some tips.

How to plan effective omnichannel communication in healthcare?

Step 1: Choose the service platform for your omnichannel strategy

Step 2: Elaborate and use consistent branding across all channels.

Step 3: Establish a brand voice guide for your employees.

Step 4: Build strong communication channels between company divisions.

Step 5: Implement technology

Clear as the sky. To make it on time for your business and customer needs, you can use our tailored solution called eWizard.

Viseven team presents eWizard

Imagine a medical representative’s dream – smart-organized content that updates/changes/re-designs for all channels simultaneously and quickly, plus cost reduction and cross-connected channels as benefits. What if we tell you that it is not a dream and you can easily implement such a solution?

eWizard is an omnichannel communication platform that extends the standard Veeva Vault functionality offering seamless content management. eWizard makes the dream of flexible, reusable content a reality! It allows the new COPE (Create Once – Publish Everywhere) approach to reuse all previously created content for different marketing channels and purposes. Also, it is deeply integrated with Veeva Vault PromoMats, a solution for digital asset management and content deployment. Both eWizard and VeevaVault allow you to handle your marketing campaigns and deliver correct messages to the targeted audience without additional expenses, even if your materials require rework or MLR review.

As healthcare and life science industries are getting used to becoming more omnichannel-oriented – brand managers should use the arsenal of diverse digital skills and models. Therefore, generating a high-quality omnichannel content strategy is a critical priority that can’t be neglected. Digital Content Factory, powered by the eWizard, is designed specifically to augment audience experience.

If you are wondering how to create a powerful omnichannel strategic approach, fill out the form below and our team of experts will reach you out shortly.

Isn’t it great when someone knows exactly what you want at this moment? Dynamic content adds a personal touch needed to attract a customer and foster brand loyalty. Moreover, it sets a much deeper level of personalization that is currently under-proposed by pharma. Email remains one of the most effective tools for HCP engagement, so marketers are currently employing their best efforts to personalize this communication channel. In this article, we’ll try to investigate the power of dynamic content in personalization and HCP engagement and identify how it affects the email open rate.

Why personalization matters

The old one-size-fits-all strategy is no longer effective in customer engagement. A successful marketing campaign should make every customer feel an exceptional. Now simply entering the username in an email template and considering it personalized is like swimming in shallow water. So, the more personalized content you create – the more loyalty you get. It should take priority when you build an omnichannel strategy because the word ‘omnichannel’, above all, means personalization across channels. Personalization is meant to improve communication with HCPs across all channels and at every touchpoint.

74% of marketers say customer engagement is increased by targeted personalization. One of the key ingredients of omnichannel personalization is the adaptive content, which facilitates personalized interactions across all channels.

What is dynamic content?

Have you ever wondered why the video recommendations in your YouTube account match your preferences so perfectly? It’s all about dynamically generated recommendations based on your user behavior. Can users enjoy it in emails? Dynamic content opens up more possibilities for deep personalization of this communication channel.

Dynamic content allows to create a general template for communication, that can be modified during the distribution process according to the customer segmentation (specialization, geography, age, gender, etc.) and attributes of their actions. This data is supplied by the users and collected from landing pages, forms, etc. Therefore, dynamic algorithms can change the format and placement of the content on a website or blog.

The static content is much easier to implement, however, the difference is that dynamic content is applicable almost everywhere. You can use it on email marketing campaigns, social media ads, websites, etc.

Dynamic content in email marketing

Marketers use dynamic content at each stage of the customer journey because it greatly encourages their personalization efforts. In email campaigns, using dynamic content, you can create a single template that can be customized according to users’ data and preferences. Your subscribers will get the same email but with the separate images, call-to-actions and many other components. According to statistics, the click-through rate is improved by an average of 14% when using personalized email messages.

Traditional personalization methods cannot provide such a personalized experience for your customers, and therefore they are less relevant today. Moreover, traditional email personalization methods require more customer data and segments, while dynamic content saves money and time spent on crafting hundreds of emails.

Dynamic content in omnichannnel strategy

Personalization in pharma is more in short supply rather than in excess. That’s why, there are plenty of reasons to start introducing dynamic content in your campaigns. The benefits of using it are obvious – it makes our messages more focused, personalized, interesting, and tailored for each user. At Viseven, we have conducted a series of A/B tests on different projects and tried to calculate how much personalization increases engagement and how it affects emails’ opening rate. One of the factors was the mention of the city in the email body. As a result, the open rate in our campaigns increased up to 34%.

What does it take to make your content dynamic? From a technical point of view, many advanced automation platforms (Salesforce Marketing Cloud, Oracle Eloqua, Adobe Campaign) make this a reality. However, the key points to successfully apply this approach are:

1) Availability of certain data about HCPs

Relevant emails must be of value to the target HCP recipient. Good segmentation of your target audience (existing accounts in CRM, prospective accounts or database records, or even the populations you’re targeting) will give you a clear idea of ​​your potential customer. Creating personas allows you to single out a hypothetical persona that shares common characteristics for one group of your customers. The steps for creating a customer persona and segmentation are the same. This is the first step to the content that is relevant to the recipients.

2) The correct use of the data

It is important to make sure that this data is organically integrated with the content and perfectly aligned to specific customers’ needs. If necessary make the required changes to keep the content engaging to subscribers.  A group of brand managers and omnichannel specialists must also identify how physicians want to engage with that content and in which format.

3) The content itself

Above all, you must provide HCPs with the content they want and that adds value to HCPs’ practice. Each HCP segment needs specialized content and wants to receive it in customized engaging formats. Even two endocrinologists will not necessarily be interested in the same content, because they may have different patient profiles as typical/predominant. Dynamic and personalized content should contain news or insight, and take into account the user’s previous interactions with the brand. Moreover, this message should engage users in further intense interactions with the brand.

When it comes to effective email marketing, the marketer armed with the right data and delivering relevant content knows no boundaries. Dynamic content is a way to increase your exposure and click-through rate. What’s more, it saves your time, increases engagement, and improves customer experience. Today this approach assumes its rightful place in omnichannel campaigns as a powerful catalyst for comprehensive personalization. eWizard platform and the team of omnichannel experts create dynamic email content that turns your messages into an interactive and dynamic story. Fill out the form below to learn more about our expertise in the development of dynamic email content and get as much personalization you want.

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.

5 Brands Where Omnichannel is Thriving

1. The real magic of ‘My Disney Experience’ app

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).

Pharma’s response

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.

2. Sephora as a brilliant example of in-app purchases

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.

Pharma’s response

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.

3. Topshop: high fashion going out

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.

Pharma’s response

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.

4. Starbucks: playing it for the personalization

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.

Pharma’s response

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.

5. Mercedes-Benz simplifies the customer’s life

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.

Pharma’s response

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.