Reach Out to the HCP: Omnichannel Communication Channels Posted on June 19, 2020February 4, 2025 by Andrii Nikulin Marketers seem to have an affair with their customers… This type of relationship is also based on mutuality, in the sense that each of the parties must be aware of them. Marketers are also trying to spark customers’ interest with the messages to achieve interaction. In the end, all this is done in order to turn initial fascination with your brand into long-term relationships. Basically – win brand loyalty. In the process, we are trying to find an individual approach to customers and interact with them through those touchpoints that allow us to reach out to their hearts. In omnichannel marketing, we do the same thing with the help of multiple communication channels. Each of them has its own value that should not be underestimated – this is the foundation of omnichannel communication. Let’s see to efficiently use channels in your omnichannel strategy so that win HCPs’ hearts. Top channels to reach out to the HCPs Pharmaceutical brands maintain a dialogue with their target audience through various communication channels: emails, eDetailing, webinars, websites, landing pages, etc. Each audience is ready to perceive information through different channels according to their specific needs. You may ask which one is the most effective? The answer is to use a mix of channels that are best suited to the needs of your customers and stimulate value-based conversation. The starting point in the battle for HCPs’ hearts is to be confident in their channel preferences, and lavish them with valuable data and insights in a timely and accurate manner. Here are the top channels for HCPs engagement by the number of assets: eDetailers eDetailing improves the performance of medical representatives, provides relevance and high quality marketing materials. According to statistics, 46% of HCPs prefer the use of a tablet when receiving sales information from med rep. The combination of traditional and innovative methods of interaction with doctors is the key to creating high-quality long-term communication. Since the COVID-19 outbreak, there has been a need to engage HCPs at the distance. Remote detailing (online detailing sessions) has proven to be one of the best for maintaining long-distance relationships with the doctor. This solution provides a quick schedule of a call at the time that HCP finds convenient. In fact, 76% of HCPs said that remote detailing fits into their work schedule better. One of the strongest benefits of this communication channel is the interactivity, flexibility, and feedback that can be collected during the presentation from any device. The right content sparks interest in your company. See how the team of experts in eDetailers development create content that engages HCPs. Email Emails assume their rightful place in omnichannel strategy as those that create a special bond with the doctor. 66% of HCPs want to be able to receive emails from life science reps. The advantage of email over messengers is that there is no pressure and no “seen” sign. Emails give HCPs freedom and exactly that much of the information they need at that very moment. In their turn, brand managers love them for a high level of personalization and clear insights about the preferences of the customer. Moreover, email easily gets along with other channels like eDetailing or remote detailing, complementing each other’s results perfectly. Additional communication channels Many brand managers are turning to omnichannel to combine channels in a way to ensure a consistent exchange of content and create highly personalized HCP experience across all specific devices, such as mobile, tablets, or laptops, etc. It’s no longer enough to build a dialogue with a customer through one communication channel, it is recommended to use combine a few of them. Studies have shown that using 3+ channels for communication improves your engagement performance. For comparison, using three or more channels in an automation workflow earned an 18.96% engagement rate, while single-channel earned a just 5.4% engagement rate. To stimulate a frank and constructive dialogue between you and the HCP, you need to know the capabilities of each channel to understand the time it should be used during the customer journey. Don’t forget, the more channels, the more options HCPs have. Accordingly, brand managers also have more options to strengthen relationships with HCPs. Messengers Omnichannel and messaging platforms are both highly scalable which makes them a perfect fit for each other. Once, messengers replaced the good old SMS and became a primary form of communication. You can benefit from the use of applications such as WhatsApp, Viber, and Telegram since your users don’t have to download any additional applications. Moreover, no training on working with this application is needed, because many HCPs are probably using them for personal reasons, and are aware of their functionality. Messengers allow you to create message templates that perfectly reflect your brand. This ensures consistent customer interactions, saves time, and helps improve customer service. WhatsApp has a strong position all over the world. This application is ideal for many businesses. Marketers use WhatsApp for customer care (appointment scheduling, instant communication) and notifications (reminders, follow-ups). The functionality of WhatsApp allows you to distribute text, pictures, message templates, images, documents, and audio. Moreover, WhatsApp provides active and clear opt-in messaging, and any channel can be used to start the opt-in procedure. WhatsApp will routinely check a business opt-in flows and monitor the quality signals in WhatsApp Account. Viber makes it possible to synchronize all messages on all devices. Moreover, there are features to add a call to action button in your marketing message with a link to redirect the customer to another website. Facebook Messenger is an instant messaging app. It provides a high level of personalization. The great thing about this app is a chatbot that allows you to minimize the time employee spent on messaging. Chatbots are programmed to respond to customer requests instantly. Besides, your platform can transfer all negative comments from social networks to private messages. This means that companies can analyze the client’s needs and inquiries thereby immediately improving their user experience. The platform is reliable and that’s why so many people choose Facebook Messenger for personal reasons and know how it works. Telegram allows brands to communicate with their target audience using text messages, photos, location information, etc. HCP can interact directly with your brand by asking questions in real-time. Since Telegram works in the cloud, the application can be used on all your smartphones, tablets, and computers at the same time. Your messages are synchronized on all your devices, which makes it easier to keep on track of the conversation moving from one device to another. Webinars Even though this channel is a little bit underestimated in the pharma industry, it has shown its full efficiency potential during the pandemic. Webinars have proven to be a powerful channel in an omnichannel engagement strategy. The main feature of live webinars is interactivity: participants can discuss, ask questions, send, and receive information in real-time. Regular webinars engage HCP and improve brand performance. This channel works perfectly in conjunction with email. Email remains the most effective channel to invite your target audience. Along with a reminder, we can also give some useful content (for example, as a teaser). Also a good idea is to use the functionality of adding events to the calendar in the email and/or on the registration page (Google, Apple, Outlook) After the webinar, the success can also be consolidated with surveys + webinar recording (video on demand). The survey can collect topics and ideas for future events. Mobile-push & web-push Mobile-push notifications are sent via a mobile application that is installed on the user’s device and via a specific browser in which the user agreed to receive them. It can be a browser installed on a desktop or mobile device (shows even if it is closed and the device is not locked). 50.42% of respondents said that push notifications are useful if they can choose to opt-in to websites or apps of their choice. After a user subscribes to push notifications, a website can send them alerts. Subscription occurs with a visitor’s consent in one click in the service browser window. When used properly, this channel can bring a ton of benefits to your campaign, such as low costs, quick preparation of the content (sometimes even a Content Hub is not needed), a strong focus on CTA and clicks, instant delivery, and many others. However, this channel has its drawbacks. One of the main is that the lifetime of one subscription token is relatively short (on average, up to 60 days, it is reset when the browser is updated and cleaned). Digital Channels Synergy at the Heart of Omnichannel Excellence Brands are looking for coherent and holistic interactions with customers. Communication channel is a powerful tool for doctors’ engagement. However, simply adding these communication channels without connecting them will not bring the expected outcomes for your company. The term ‘omnichannel’ implies the practice of combining channels (website, emails, social, apps, remote calls, ads, etc.) into an integrated system in which one channel leads to another. Digital channels synergy will make your every HCP interaction highly personalized and always relevant. Today, many brands have already implemented a multichannel approach, which gives certain advantages over traditional interaction through one channel. However, only a few have known omnichannel excellence and understood the difference between these two approaches. Omnichannel is a completely new level of personalization providing interconnection with the information transmitted between them. In omnichannel, each channel is actually a bridge connecting your brand and the doctor in a holistic dialogue. Think about using additional communication channels and tie them up into a single omnichannel system. Our team of omnichannel experts can assist you at every stage of building an omnichannel strategy, from selecting the right tools to the full integration of all communication channels.
Omnichannel Tools and Software for Communication Channels in Life Science Posted on May 18, 2020February 4, 2025 by Andrii Nikulin Over the years, businesses faced a transition from one channel to multichannel, and now omnichannel. Today, this is what everyone is striving for. Earlier in this blog, we covered many aspects of omnichannel communication, from the difference between multichannel and omnichannel to why omnichannel is the must-step toward digital excellence for Pharma. It’s time to identify the best omnichannel marketing tools and services to connect with your customers. These tools will pave your customers’ journey from the beginning to the point of complete satisfaction with your brand experience. What are Omnichannel Tools? Omnichannel marketing is all about connecting with a customer on different levels across multiple channels, and omnichannel tools are what can help companies achieve it. The goal of omnichannel marketing is to create comfortable communication between the brand and the client, regardless of the chosen platform. Thanks to the omnichannel approach, it becomes possible to create a personalized connection with a customer. And the final touch in this process is the best omnichannel tools that make it possible to deliver customized messages, interact with clients, and drive engagement. Why do Life Sciences Companies Strive for Omnichannel? Over the pharmaceutical business and beyond, major brands have already recognized the importance of moving to an omnichannel approach. Some are already starting to integrate it into their marketing strategy. So, what is the essence? In the end, it will always boil down to the consumers and their experience. The modern customer, be it a doctor or anyone else, no longer interacts with the brand through one platform. With the comprehensive development of technology and the opening of numerous digital channels, customers now have a dialogue with brands via different channels (websites, emails, social, apps, remote calls, ads, etc.). One might wonder, the more channels of communication you have, the more likely your message will be picked up. However, the brand’s task is to make sure that the flow of information coming from different channels does not turn your communication strategy into a total mess. It’s as if your customer communication strategy were an overture performed by an entire orchestra. Various communication channels would play the role of musical instruments. If each instrument plays its part coherently, you have a chance to get harmony in the output. Omnichannel builds upon the good old multichannel approach but with one extensive modification. In multichannel, all channels are available for the customer but not connected, whereas in omnichannel, all channels are interconnected, thereby making the customer experience holistic. The Tools and Software to Strike up an Omnichannel Marketing Campaign If you’re just about to jazz up the dialogue with your customers and implement omnichannel, you have to rely on robust tools and services whose coordinated actions can improve all aspects of your marketing efforts. Having a good set of those in your case, you will be able to manage individual campaigns, cross-channel campaigns, and personalized customer journeys based on those campaigns. 1. Marketing Automation Tools A marketing automation system is the bandmaster of your strategy, able to analyze lead behavior and measure overall campaign performance. A well-thought-out solution collects a wide range of data from multiple sources and helps you segment your audience smartly. This includes several categories of functionality: email, social media, web marketing, and analytics. Such omnichannel marketing software can add that personal touch to your campaign and make it more focused. It’s an empath with a fine appreciation of your customers’ behavior, an indispensable instrument providing the necessary basis for the development, and colorizing of your omnichannel dialogue with the customer. If marketing automation software is the brain, the CRM is the heart allowing you to record, in detail, each customer’s journey. Omnichannel customer interaction tools help you to view channel information in real-time and represent a center for their response. In fact, a CRM system provides individuality and empathy, which is so important to a modern client who is used to special treatment. 3. Content Marketing Platform Comparable to a string bow, content is your tool to masterly hit the string sections sensitive to your clients’ needs. It’s a powerful enabler of consistent brand messaging. Moreover, content is your brand’s voice, true identity, and mission. The omnichannel strategy operates smoothly only when the content is developed correctly. However, there’s a lot to handle regarding the development of content that would fit any communication channel. That’s why a choice of a content authoring solution plays such an important role in omnichannel pharma marketing. Regarding this, eWizard omnichannel marketing platform offers Modular Content as a solution. This content, existing beyond devices, channels, and campaigns, enables marketers to create content once and publish to many systems. It is not just a brave new marketing trend; this promises to be the ultimate future of content. Download our eBook to have a comprehensive picture of Modular Content and its capacities in omnichannel pharma marketing. 4. Social Media Omnichannel Tools Social media management platforms are a crucial component of omnichannel messaging tools for managing multiple social profiles in one place. This is the tool to ensure uninterrupted communication with the audience, consistent messaging, publication planning, and analytics tracking on different platforms. Moreover, they help you transform your content every time so that it fits into every social network. By using omnichannel marketing management tools, you can efficiently create targeted messaging and publish it. 5. SEO Tools Tune up the sharp hearing needed to get more traffic to your site and a higher ranking in search results. SEO tools will give you this and many other great features, from SEO site audit to competition analysis and ranking tracking. Just as the heart cannot function without the brain and vice versa, all these social selling omnichannel tools will not bring the expected outcome without their integrated efforts. The whole point is not just to have them, but to harmonize their work. 6. Omnichannel Customer Support Tools Omnichannel support tools are designed to not only assist companies with providing consistent messaging and high-quality customer service but also ensure reliable and timely support. There are different ways to offer customer retention, the best ones being live chats, chatbots, customer support integrations for social media management platforms, and messaging apps. 7. E-commerce Platforms and Marketplace Integrations Omnichannel sales tools assist businesses in creating their presence online and making it stronger by providing seamless customer experiences and opportunities for growth. Moreover, such platforms often offer integrations that make many processes easier, such as order fulfillment or inventory management, while also enabling a unified shopping experience. Some of the best omnichannel sales tools are Shopify, Magento, and Channel Advisor. You can also use omnichannel networking tools to build customer relationships and centralize communication with your clients. Some great examples are Genesys and Zendesk. The final chord At this stage, omnichannel is a rather young kind of art, and companies are still figuring out how to manage it correctly. If you master this craft and build elaborate omnichannel architecture, you will be able to expand it gradually and get the expected outcomes for your brand. If you are already armed with many of the listed omnichannel marketing tools – make them strike up. Turn to our experts for insights and guidance to have a broad picture of all omnichannel subtleties.
The Role of Digital Content Authoring in Omnichannel Pharma Marketing Posted on February 27, 2020February 4, 2025 by Andrii Nikulin HCPs meet your brand at all hours, across all channels and touchpoints. Today physicians and patients expect more consistency while engaging with a pharma brand (with content, messaging and offers provided), and no less they anticipate variability in each interaction as it occurs. As artificial intelligence, virtual technologies and the Internet of Things enter healthcare and pharma so rapidly, a huge portion of omnichannel efforts must be undertaken. Omnichannel marketing is all about connecting and creating such co-coordinated experiences among channels; experiences that are interchangeable. After all, an omnichannel approach is the one that should be rewarding not only to perfectly harmonized customer journeys but to company wellbeing as well. It has led pharma to develop a new approach in terms of content creation. Eager to learn how does this approach look now? Strap up to see: When Modules come – Consistency follows Fragmented interactions do not work anymore. There should be no “space” between customer experiences – they should exist in harmony and be cohesive. The customer journey needs to be mapped as one whole, but not as shattered bits that were split up. The one-size-fits-all approach to content creation is overaged, and it is no longer working. The content delivered to HCPs or patients should be universal and at the same time a bit of exclusive; it should fit whatever needs arise. Let’s say, “predictive content”, just as though. Here is the solution that can put together such prevision, universality, and ability to match individual requirements – the Modular Content. The Traditional vs Modular way: Whatever content is created by life sciences companies it should be medically, legally and regulatory approved, repeatedly, and no matter that this content might often contain just the same messaging and data. It’s a time consuming, redundant, burdensome, and expensive process. Well, how can pharma keep up with today’s ever-changing demands for varied content across channels? Modular content came for pharma marketers as a means to master customer journeys. The idea behind Modularity lies in developing blocks (content blocks) which could be effortlessly reused, updated, and could exist in multiple locations, channels, and contexts. The approach drives both global and local consistency, reducing rounds of review and approval while decreasing time to market. Ready to take up the challenge and change the way you think of content creation? … find the digital content authoring solution that supports the omnichannel approach! eWizard is the omnichannel solution that offers seamless content management, driven by cost-effectiveness, Modular Approach for content reuse covering all channels, and aligned with main Digital content production principles in Pharma. As a content authoring solution, eWizard enables the user to create, manage, update and localize key messages in a fast and cost-effective way across all channels of your omnichannel strategy. It presents content in the form of reusable blocks – Modules. These modules can be automatically updated and approved in every channel and installed into templates with no changes for MLR approvals. How does a Digital Content Authoring Solution work? Cross-channel connected modules are created – that is a core claim (message) with all references that support it (+ media, graphs, images, videos, etc.) approved to be used and reused through multiple channels (e.g. eDetailing, websites, emails). eWizard is integrated with Veeva Vault for easy access and content management, including modules. They are functioning within a connected content framework and are updated automatically in all channels. For further distribution of your content eWizard is integrated with Adobe Experience Manager, Veeva Vault PromoMats and IQVIA. The basis for a successful modular content program is end-to-end digital asset management, a “DAM” solution. Digital agencies or brand teams can access these approved modules using a DAM system. You’ll become more efficient in terms of time, budget, resources while remaining high quality in creation, localization and content distribution to channels. Let’s look at the key capabilities of eWizard platform: For those companies that are going to design and implement an outstanding omnichannel strategy – modular content framework enables to create, update, and reuse cross-channel modules; eWizard omnichannel content Builder, Localizer, and Converter makes it easy to assemble cross-channel and channel-specific content; integrations with corporate ecosystem help publish modules for approval and distribute final content to all channels and systems automatically; faster MLR approval process in eWizard ensures digital content is compliant, accessible and responsive to the entire needs of a marketing strategy as well as accelerated review process and rapid changes. up to 80 percent of digital content reuse along with converting your PDF or InDesign formats into CLM-friendly eDetailing. Get completely editable and ready HTML5 presentations where you can set dynamic navigation and add interactive elements; easier content management system where omnichannel content migrates via multiple channels easily (a full content delivery lifecycle); higher brand awareness in fewer resources’ involvement with 100% content reuse and localization in one click. Your brand performance increases because of outstanding commercial content quality and better adoption by the company sales representatives, as well as the end customers. increased alignment as your content is completely aligned to local market needs. eWizard platform gives limitless opportunities for editing, reusing and creation of interactive content with automatic publishing to Veeva Vault environment. Using eWizard you can design and create the journey in which the Global Master Version for various digital channels (emails, websites, eDetailers, etc.) means further reuse of its assets at the highest quality eliminating the need for additional agencies’ work, coding manipulations, and re-creation of content. In turn, you get ready-made digital assets for a pharma brand product that can be quickly reviewed and approved. By selecting the right content authoring solution, you’ll save your time, costs, resources while receiving beneficial outcomes with a guarantee of high quality and superior value. eWizard platform, as a powerful digital solution, will help pharma brand managers and marketers augment customer experience and maintain an omnichannel strategic approach. To see eWizard in action right away, drop our experts a line and request a free demo. Get ready to level up your omnichannel marketing strategy!
How to Engage with Amazon’s Omnichannel Strategy in Pharma Industry? Posted on January 28, 2020February 4, 2025 by Andrii Nikulin Omnichannel strategies are continuously implemented in many organizations that want to enhance their customers’ experience. Amazon’s omnichannel experiences are the keystone to customer retention that help to cover previous sales reductions. The omnichannel approach integrates offline and online channels where customers make purchase interactions via stores, websites, apps, mobile ads, push notifications, product pages, etc. Abstract View of Amazon’s Omnichannel Experience Amazon Omnichannel Retail provides a differentiated customer experience, so various channels smoothly correspond with each other to unchain an immersive journey for the customer demands and purchasing capacities. Instead of running in parallel, the communication channels and the resources supporting them are designed and integrated to work together within the omnichannel solution. As a result, the experience of interacting across all of these channels becomes even more effective or enjoyable than using one channel separately. Why do you need to take advantage of this marketing approach? Let’s disclose it below. Amazon’s customer experience: excellence in service and satisfaction Amazon marketing strategy entails integration throughout various marketing channels such as social media, mobile app, push advertisements, newsletters, laptop purchasing, and chatbots that give easy access to products and services, improving the overall customer buying experience. For instance: Push notifications usually contain jokes or associated content. That attracts the attention and motivates customers to click through and go to the product web page where he sees descriptions of top-notch functions but hesitates to make purchase decisions. The system detects that the customer is long enough on the page; thus, the chatbot pops up with a live assistant to answer his questions and further works with the objections to complete sales. Such an omnichannel approach talks for itself. If you establish and set up such a level of excellence in your sales strategy with this approach, you will reach an increase in the KPI of your pharma business. Besides, pharma omnichannel marketing inspires customers to always prioritize your brand instead of shopping around. Research shows that: omnichannel leads to 90% higher customer retention than interaction through a single channel. That ultimately makes your products and services visible across multiple offline and online locations, highlighting the importance of purchasing and helping you earn more income for your pharmaceutical company. Omnichannel Amazon approach to Pharma customer engagement People have noted how smart and innovative Amazon is in its customer engagement strategies. What shapes them so unique? Most importantly, Amazon collects data on everyone from its audience while they use the shop on its site. Companies like Amazon are the pioneers of digital marketing. While Amazon didn’t invent omnichannel, it quickly embraced it and became a key component of its business model. Amazon knows every customer that buys from them and uses everyone’s data to provide a personalized and up-to-date experience. The central database is at the heart of their marketing model, which ensures seamless interaction between channel and device, which is the hallmark of omnichannel. Consumers flock to Amazon because they get a consistent and reliable experience that saves time and money and provides a high level of omnichannel customer service. They have a considerable arsenal of successful marketing tools to prove their point: SEO This is one of the most famous internet marketing techniques. SEO helps businesses appear as high as possible in search results for specific queries. Because so many product searchers start searching for purchases directly on Amazon’s web store (rather than Google), it has become the #1 product search engine on the internet. Keywords They are at the core of Amazon’s SEO tactics and make products more visible. Once all relevant keywords have been researched and assigned to a product, more search queries may show the relevant product in the search results for potential shoppers. Questions & Answers Amazon takes care of every question from its customers as they often ask for specific details that are not displayed on the product page. Answering questions can improve the information content of a product page, as questions often point to more significant information gaps. So, moderators can add new details to the product or service description focused on the client’s needs. These tools help Amazon collect data, effectively improve its service, and create a “360-degree view” of you as an individual customer. It is important to note that clients expect the same experience from the whole companies they cooperate with. How does it affect Pharma’s channel strategy? First, you get an excellent opportunity to interact with your target audience through the channel they prefer by developing a unified communication system with customers in which different channels complement each other. First, an omnichannel marketing strategy allows you to increase customer engagement and conversion as you can build a customer journey to get your audience to the information they need and are interested in. Thus you will get a higher response. Furthermore, with omnichannel marketing, you can reduce customer acquisition costs by developing a mix of channels to meet customer demand to win their loyalty. Of course, you will avoid wasteful spending. Finally, you can address the core challenge of any content-driven omnichannel strategy—delivering related content that customers will genuinely appreciate. With a constant stream of data across connected channels, you can track customer preferences and behavior in a new way—overcoming the limitations of some channels and seeing the bigger picture. There are things you can only see from a bird’s eye view of the entire customer experience journey, so omnichannel does just that. Modular Content: Pharma Digital Marketing Strategy by Viseven Most recently, we at Viseven introduced a new approach to content creation – Modular Content. Thanks to a thoughtful modular approach, you can use it everywhere once you create and approve it, from eDetailing to the website. We break the content into flexible, independent fragments making it easy to reuse, repurpose, and republish content without additional effort, cost, or resources. Now content creation becomes smart: either with the help of an agency or on your own according to requirements. That makes it possible to save time and budget for development while maintaining high-quality content. With the COPE approach, there is no unnecessary, redundant development. You can reuse and localize approved modules across all your omnichannel marketing channels. Check out the extended presentation: Engage like Amazon: omnichannel HCPs engagement for pharma marketing from Viseven. To find out more about the approach, fill out the form below to contact our team of experts.
