Let’s determine pharmaceutical communication strategy and how does it look like. 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. Why orchestrate customer experience? Omnichannel content strategy allows consumers to interact whenever and wherever they want, regardless of the field of expertise, the ultimate goal is to orchestrate high-value customer experiences across all touchpoints. 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.
Who is mr “Omnichannel customer” in pharma?
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. Omnichannel customer is someone who uses time and digital resources effectively. Such kind of users is fast, always in the loop and progressive. They understand and respect the value of data and that it is always changing. 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’s time can be called as Internet vs HCPs. 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, for example, Veeva Vault (but we will talk about it later).
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.
Viseven team presents eWizard + Veeva Solution!
Imagine brand managers’ dream – smart-organized content which updates/changes/re-designs in all channels simultaneously and fast, plus such benefit as cost reduction (because «A penny saved is a penny gained») and cross-connected available channels. What if we tell you that is possible and can be implemented easily? Let’s begin with the fact that every respectful progressive pharmaceutical company can’t even imagine its marketing strategy without Veeva products. No need to explain what brand managers can do with Veeva CRM, for example, its data storage and approval of all pharma content (presentations, emails, researches, etc.). Another helpful and necessary tool is Veeva Vault – is the only content management platform with the unique capability to manage both content and data. Companies can now eliminate the system, site, and country silos and streamline end-to-end processes across commercial, medical, clinical, regulatory, quality, and safety.
Automatic publishing from eWizard to Veeva Vault helps pharmaceutical companies speed up their time to market multiple times and reduce the number of MLR approval cycles – all core messages, fragments, and templates would be reviewed and approved in accordance with business rules. That means – fast content performance!
Now let’s talk about eWizard-Veeva-omnichannel approach triangle – how are all these components exist together or How eWizard + Veeva provides COPE solution?
eWizard is a platform that supports omnichannel approach and extends the standard Veeva Vault functionality offering seamless content management. eWizard makes dream of flexible reusable content reality! It presents data in the form of reusable blocks called modules. These modules can be automatically updated and approved in every channel simultaneously and installed into templates (for every channel) with no changes for MLR approvals.
Veeva content management looks like this: you can create content in eWizard for all channels at once and with a help of Veeva Vault publish it directly to all channels, everywhere. As this content for pharma – it must be approved and saved in one storage. Where? Right, in Veeva CRM. Your data management is going to be as easy as it sounds. Such approach allows pharmaceutical companies save budget, time and other resources. It allows brand managers not to be concentrated on content distribution but on communication with customers and engagement. Thanks to eWizard and Veeva cooperation you have no worries about quality, safety and relevance of your content. To sum up – by collecting Veeva and eWizard capabilities you get easy, qualitative, fast and more efficient content workflows.
eWizard platform makes possible using the new COPE (Create Once – Publish Everywhere) approach because of all content there – modules, which can be used in every possible existing channel. One more tool that you can work at your marketing strategy with is Veeva Vault PromoMats. It is the single platform where you load approved assets from and where all the processes are gathered.
As pharma and life science industries are getting used to becoming more omnichannel-oriented – brand managers should use all the arsenal of diverse digital skills and models. 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.