The “good old days” in pharma are gone. Over the last year, the concept of pharma digitalization has drastically changed. A couple of eDetailing presentations on tablets and a dozen email templates – this is no longer enough to impress and engage.
Leaders of industries are growing omnichannel as a living organism that makes the content circulate and deliver top-notch experiences to their customers. Experiences they expect to receive. The pharmaceutical industry has taken up the challenge, and by trial and error, by risk and courage, started implementing elements of omnichannel into their strategies.
How to make omnichannel live and function, though? How do you grow this ecosystem correctly? Let’s answer this question.
Why pharma is taking the omnichannel path
Look at the HCP audiences beyond the metrics. Beyond the figures and graphs. Something very important has changed, and that is the expectations. For the moment, 67% of all customers say their standard for good experiences is higher than ever. Modern customers, be it a doctor or anyone else, no longer interact with the brand through one platform. Instead, they expect a connection between digital and in-person experiences, devices and service, consistent and contextualized interactions across every channel. In other words, they demand a seemingly uncanny level of personalization and multiple means to connect with their companies of choice.
That’s why major players in the pharmaceutical market are trying to keep pace with the customers’ expectations. They are growing their own omnichannel ecosystem to not just to keep pace but thrive on the market.
The industry has encountered an entire science, where different competencies are intertwined: solution architecture, content, psychology, strategy, people, workflows, and tech. To manage all of this, you need expertise, and up to this day, many are bound to scrape for it piece by piece.
Fork on the omnichannel trail. Which path is yours now?
There is no single truth about how to become omnichannel. Pharma companies have to be a little more creative when it comes to giving customers what they want. Nevertheless, those who have already set foot on the omnichannel path have a solid foundation in the form of a good Marketing Automation system, CRM system, or content strategy. See why it is important.