Channel mix vs. Content mix – a Playbook to engage HCPs and patients beyond the product

HCP engagement models have been ultimately reshaped by digital advancement. But still, do those shifts suggest that maintaining “close-knit” collaboration with healthcare professionals and patients became less valuable? Under no circumstances. It makes no difference in what phase of digital maturity the world is now – pharmaceutical brands are obliged to engage HCPs and patients far beyond the product and its reputation.

Pharma and life sciences companies are rethinking the alternatives to proceed to engage HCPs effectively via different means and channels (particularly with face-to-face visits being restricted). Omnichannel technologies can provide all the required data and tools that help identify the optimal channel fusion and organize a successful arrangement of all activities inside the campaign. One might think that channel mix is the only dimension of omnichannel, however, at least one more we must bear in mind – a content mix. This is the single path for your strategy to become tangible, building powerful communication that is complex and diverse.

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