Omnichannel communication strategy: scrutinize the content and get most of it

Each day we are taken over by constant online interactions. Those processes are gradually making companies’ stakeholders to think towards refocusing their communication strategies directly on consumers’ deep needs and expectations. When it comes to creating a content strategy, regardless of the field of expertise, the ultimate goal is to orchestrate high-value customer experiences across all touchpoints and allow consumers to interact whenever and wherever they want. Any device is expected to be a bit “humanly intelligent” and to serve a lifetime value. With that in mind, the era of inventing new technologies just for the sake of reaching its high peak does not serve its purpose anymore.

Therefore, here we have come closer to understanding an overall omnichannel concept: it’s not just strategic continuation of cross-channel campaign (which, obviously, comes as no surprise), it’s something far more revolutionary in thinking, where both technologies and people create a holistic picture of our “omnichannel” customer. If any company or brand strives for reshaping their focus on being omnichannel – they should definitely make their data flow more omnichannel as well, which means its continuous leveraging, collecting and implementing through the view of customers’ preferences.

Healthcare&Pharma: its single – multi – omni channel journey

The old model where patients blindly followed doctors’ prescriptions and relied on their judgements is steadily disappearing.  It might be easily explained with analyzing the boost of medically credible devices that, by the way, used to be quite expensive and unattainable so far. Today, companies are developing a new generation of consumer devices able to monitor critical biometric data such as heart rate, blood pressure and electro-cardiac activity.  Each month 19 million people search the health information website WebMD, and one quarter of patients with chronic disease visit sites to “meet” their fellow sufferers and discuss their health. Likewise, some companies have already invented mobile apps such as Sanofi’s GoMeals (to help diabetics to manage their food intake), Janssen’s Care4Today – a patient-oriented suite of health management solutions. Of equal significance is the announcement of the launch of Apple’s “HealthKit”, which collects biometric and other health data into a single platform. Samsung is also creating a secure open-data platform, which allows downloading data from any device or digital source, creating a health data powerhouse. All those apps have one main concept in common: they are targeted to not only improve or track patients’ health – they are able to recognize and make an impact on consumers’ behavioral habits and attitudes. On the other hand, others are embracing social media benefits such as Twitter or Facebook in order to initiate dialogues regarding treatment options or newest developments among HCPs communities.

However, not only pharmas are enhancing their digitalization, physicians at the same time are seeking ways to advance their interactions. Therefore, HCPs prefer to choose via what channels and in what manner they want to be approached.  As a result, life science companies are digging deeper into overall physicians’ activity universe and creating a powerful digital strategy upon it with the aim of tightening those engagements and tuning all the channels accordingly. It’s of great help for healthcare and pharma analytics to track and recognize all the channels and sources doctors refer to in their practice. The sooner healthcare and pharmaceutical companies digitize along with their audiences – the more relevant they will remain.

How omnichannel concept works in action

Yet the question remains – how to effectively collect, leverage and optimize all that data flow into one holistic and powerful content strategy relevant to different types of consumers. The reality is far beyond all those well-known traditional methods of gathering data: no more electronic records, no more manual search among documented files and of course, no more rows of papers. As a trend of patient-centric approach is continuously growing, consumers’ biometric data will be gathered in the cloud ready to be used for feeding apps or any other channels and effectively evolve between patient-HCPs circle. Will it become a win-win strategy? Most probably, yes. Owning and operating a myriad of health data will ultimately help to synthesize information into interactive platforms with interfaces designed specifically to each customer. The UK National Health Service already has a list of “approved” healthcare apps to guide consumer choices.

Let’s summarize key principles for a winning omnichannel strategy:

  • Striving for leadership: in this concept, it’s not just about attaining high positions, but fearless readiness to take “smart risks” and willingness to experiment. Of course, those experiments must be reasonable and adequate.
  • An extensive area of expertise: latest technologies, new experience platforms require new skillsets and an interchangeable team in order to seamlessly fit into a forthcoming model of customer experience. Leading companies are looking for more innovative and sophisticated brains capable of making the most brilliant  ambitions  come to life at a speed that today’s fast market pace requires.
  • Sorting out global experiences: the best insights come from widening and boosting your awareness of the external processes, which are permanently evolving among different business areas. Sharing and learning from various spheres, considering new concepts, listening to different ideas will be extremely beneficial and might help to scale your strategy up to more positive outcomes.
  • Coherent integration with IT backbone: due to increasing demand from digitally armed clients, companies need to advance their platform development functions through cutting-edge technology solutions.

And what about the pitfalls? Are there any challenges?

While establishing a market-leading strategy, some pitfalls occasionally occur. With the volume of data flows, the entire industry needs to effectively sustain this amount of information. The investments into hardening and protecting personal data should be on top of key priorities. However, consumers tend to be very vigilant towards any sources they prescribe for in terms of whether they allow using their personal health data.  Hence, the emerging world of digital information should be precisely governed by companies’ clear data regulation policies. However, properly regulated digital content strategy will lead to reducing any sort of legal risk. Much will depend on whether devices can be developed that are able to capture biometric data with the accuracy and reliability required for medical diagnosis. It’s not entirely clear whether those digitally aware patients and health providers actually will obtain their personal health data right in their favor. Time will show.

Another challenge for total “omnichanneling” is clashes between technology providers, pharma and healthcare manufactures or other independent organizations. While all of them have their own shortcomings, it’s quite a challenge to set up a holistic market-leading strategy model.  As each is an expert in one particular field, there might remain lack of skills or knowledge in others. For instance, life science companies specializing in the nature of disease may lack technical capabilities and vice versa. Similarly, those who understand consumer behavior or habits might be not proficient in technology or medicine.

So, can pharma actually cope with this total digitization?

So, where is that exact point for setting up your omnichannel campaign? As shown in practice, one of the major basis of its overall concept is providing a quality remote communication. The purpose is to make HCPs’ practice less disrupted but more valued and appreciated. Omnichanneling is targeted to not only give them a choice to choose a type of content they want, but make them own their time as well. This is why HCPs are so enthusiastic about remote engagement. Definitely, it’s the best model for both these cases – to surround physicians with the maximum amount of content flow while at the same time respect their workloads. Post-call activities, questionnaires, different surveys or emails will help you to identify the perfect type of content to provide in the future and enrich your omnichannel campaign.

As pharma and life science industries are getting used to becoming more omnichannel-oriented – diverse skills and models will be in demand.  Therefore, generating a high quality omnichannel content strategy is a key priority that can’t be neglected. Digital Content Factory, which is powered by eWizard platform, is designed specifically for augmenting consumer experience. If you are wondering how to design a powerful omnichannel strategic approach, don’t hesitate to contact our team of experts or drop us a line.

2018-06-26T13:39:20+00:00 Tuesday, 26 June 2018|