Ironically, with channel-centric mindset, marketers have ignored what truly matters: the content. As a result, content from different affiliates looks as if it belonged to different companies. So if this approach continues its course, marketers might lose their leverage of brand perception. What’s at stake of losing that leverage? Well, no more, no less – just CX, brand perception and HCP engagement, the very goals that multichannel strives to accomplish.
As you can see, expectations towards multichannel approach are unrealistic without careful reconsidering to the nitty-gritty practices of content creation. And it’s not a question of any particular cases anymore, the issue is systematic, and it’s a mindset issue. So, instead of sidelining the content creation as collateral processes, we need to embrace a new approach replacing channel-centric thinking.
What if we told you there’s a way to make the content that’s just a search bar away? That there’s a new mindset that outperforms channel-first by landslide and raises the bar for content creators out there? Let’s call it multichannel 2.0 and see what it looks like.