In dealing with multichannel, the common pitfall is failing to assemble the data from different channels into a cohesive picture of customer audience. This, to a certain extent, was asserted by QuintilesIMS (now IQVIA): field force and digital can not stand in isolation, the whole strategy should be holistic. Takeda delivered a similar set of insights in connection with RWD use in breaking the silos.
Of course, MCM is not the silver bullet (the new aphorism by Carsten Grandke) that will solve all problems by simply being, well, out there. After all, it is the message and the people that decide the fate of a multichannel strategy. A good sales rep is a benchmark for the other channels.
In this connection, the ideas presented by Luigi Capani (Head of Business Excellence in Europe, Roche) are especially interesting: in brief, the idea seems to be the new (more flexible) way of audience and information segmentation – plus heavier reliance on follow-ups and CRM-based amplification. This, in turn, suggests a good handle on content to present the message that this particular customer is interested in.