Omnichannel KPI Framework for the Pharmaceutical Industry

Pharma and life sciences industries are getting increasingly competitive by the day, and pharma marketers must be on top of their game when engaging with their customer base. As a result, omnichannel pharma marketing — using multiple marketing channels to reach and engage with customers — has grown in prominence. However, knowing which KPIs (key performance indicators) are important to track and how to improve them can be difficult.

In this article, we’ll explore the various KPIs that should be tracked to measure the success of an omnichannel pharma marketing strategy and how to improve them.

What are Omnichannel KPIs Used For?

Omnichannel marketing is an integrated approach to digital marketing and sales that offers customers a consistent, seamless experience across multiple channels. It involves using different communication channels, such as websites, email, social media, and mobile, to attract customers and build relationships with them. The omnichannel metrics KPIs are the number and quality of customer interactions and the overall customer impression.

Overall, the KPIs for omnichannel marketing are the number and quality of customer interactions, the customer experience, and the return on investment. These KPIs are important for measuring and improving a marketing campaign’s success and ensuring that the campaign is delivering the desired results.

Importance of Adopting New KPIs in Omnichannel Marketing 

Omnichannel KPIs are essential metrics of a successful customer-centric marketing strategy. They measure how well a company’s marketing campaigns, strategies, and initiatives perform across all its channels. KPIs help marketers identify areas for improvement and measure the effectiveness of their efforts. They also help to track the progress of channels, campaigns, and strategies so that companies can make informed decisions about their future. 

Companies can gain insights into their performance, how it affects completely new customer and their final purchasing decisions, how many unique visitors are generated, and others. They can also measure the impact of their campaigns across multiple channels. This enables them to make better decisions about which channels to focus on and how to optimize their content for each one. Omnichannel KPIs also help companies track their conversion rate and understand their return on investment.

Adopting KPIs is essential for any company that wants to stay competitive. Regardless of whether it’s telehealth marketing, patient adherence programs, or social media campaigns, KPIs play a vital role in measuring the success of these strategies.

Essential KPIs for Omnichannel Success 

Any business model should be measurable and clearly understandable. It helps monitor operational processes and improve communication aspects like customer retention rate or social media engagement.

There are many key performance indicators for omnichannel customer engagement strategy, so let’s cover the most important and obvious omnichannel marketing metrics.

CTR

CTR, or Click-Through Rate, is a crucial KPI in the pharma industry. It measures the ratio of clicks on a specific link to the total number of impressions it receives. This metric is vital for evaluating the effectiveness of digital marketing campaigns, especially in the pharma industry, where regulatory restrictions limit the scope of advertising. A higher CTR indicates that the ad or content is resonating with the target audience, leading to increased website traffic and better chances of conversions. On the other hand, a low CTR implies that the content needs to be optimized to attract more clicks or that the targeting needs to be revised to reach the right audience. Therefore, monitoring CTR KPI is critical for pharma companies to gauge the success of their digital marketing efforts and improve their ROI.

Satisfaction of your clients

Customer satisfaction score (CSS) is a critical key performance indicator for measuring omnichannel marketing performance. This can be measured through surveys and customer feedback. Measuring customer feedback and ensuring clients are satisfied with the customer journey is important.

Cross-channel conversion rate

Conversion rate is another key KPI for measuring the performance of an omnichannel strategy. This metric measures the percentage of customers who make a purchase after engaging with the omnichannel marketing strategy. This metric can be used to track the effectiveness of the cross-channel conversion rate in driving conversions.

Customer lifetime value

Customer lifetime value (CLV) is a KPI that measures the total value of a customer over the entire customer journey. It is important to measure customer value to ensure that the omnichannel approach provides value to customers over the entire customer journey.

Engagement score

This key performance indicator calculates omnichannel strategies’ quality. This metric measures the level of engagement with the omnichannel approach. It is important to measure customer engagement to ensure that customers are actively engaging with omnichannel marketing. Engagement score can include the conversion from registrants to attendees for online events or webinars, from impression to download (medical materials), and from a visit to registration (medical portals).

Loyalty score

The customer loyalty score (CLS) is a key indicator for measuring omnichannel strategies’ performance. This metric measures the number of customers who remain loyal to the brand. It is important to measure customer loyalty to ensure that the omnichannel strategy provides lifetime customer value.

NPS (Net promoter score)

The net promoter score (or net patient score in pharma) is a vital metric that can help businesses evaluate their activities and make informed decisions. By monitoring this KPI, pharma companies can identify areas of improvement and optimize their marketing strategies to better meet the needs and expectations of their customers. In today’s competitive marketplace, understanding the net patient score and other omnichannel KPIs is crucial for success.

By tracking these omnichannel metrics and KPIs, companies can gain valuable insights into their omnichannel strategy’s performance and identify areas for improvement. Through tracking these KPIs, companies can ensure that their omnichannel approach is effective and delivers more value to customers.

How to Start with Omnichannel KPIs?

Omnichannel key performance indicators are essential for pharma companies to track and improve the conversion rate. By understanding the performance of offline and online channels, companies can make data-driven decisions that influence communication and even turn a completely new customer into a lifetime customer.

First, you must identify the KPIs that are most important to your business model. Many omnichannel KPIs are available, but not all are relevant to your company’s needs. Consider factors like customer lifetime value, average order value, and conversion rates from each channel. Once you’ve identified the most important KPIs for you, you can start tracking them.

Next, you must set up a system to track your omnichannel KPIs. This could involve setting up web analytics, utilizing customer relationship management (CRM) software, and/or developing custom dashboards. The data you collect should include information on customer behavior, product performance, and marketing effectiveness.

Finally, you must ensure that you are measuring the right metrics. Omnichannel KPIs are only as valuable as the data they provide. Make sure that you are collecting accurate and up-to-date data and analyzing it in a way that will provide meaningful insights.

Following these steps, you can begin tracking the key omnichannel performance indicators that are most important to your business. This data can help you understand how your channels perform and make data-driven decisions that will help attract customers and improve conversion rates.

How to Improve Omnichannel Strategies in 2025

How can you achieve a well-planned customer journey that feels seamless regardless of the preferred channel of communication? Here are some tips on how you can improve your omnichannel strategy in 2025:

Invest in AI and automation

There is a myriad of ways to implement AI into your omnichannel strategy without overdoing it or spending too much on new tools. For example, you can use GenAI or generative AI to speed up content creation. It doesn’t mean you should delegate creating content to AI–such tools as ChatGPT or Midjourney can be very useful for creating smaller pieces of content, but they are most effective when combined with human effort.

If content generation is not what you’re looking for in AI, another area where you could apply it is data analytics. Artificial intelligence has one thing humans don’t: an ability to process massive data assets in a very short period of time. AI enables data-driven personalization thanks to quick analysis of various data sets, which in turn can provide valuable insights into personalization and omnichannel strategies.

Refine segmentation

Segmenting customers is one of the biggest parts of all omnichannel marketing strategies. Here is a thing: omnichannel comes hand in hand with personalization. And what is the best way to achieve the highest level of personalization possible? The answer is knowing precisely who your audience is and what they are looking for in your content. And to better understand your target audience, it’s best to first segment it. Here is what information you could use to do this:

• Demographics;
• Behavior;
• Use of certain technology;
• Income;
• Education;
• Preference.

After creating groups, or “segments” of your audiences, focus on crafting unique messages for each of them. This way, you will be able to cater to the specific needs of every group without spending a lot of time personalizing each message.

Centralize data collection

Having data scattered across different platforms can lead to duplicates and misunderstandings, which can also result in decreased productivity, mishandling of information, and even safety risks. To avoid all of that and make access to any piece of data quick and easy, it’s crucial to consolidate data in one place.

To centralize data collection, make sure you have the following: a step-by-step plan for achieving your goal and a single platform you’ll move your data to. It’s crucial to understand that you can’t just move all data in one sitting, meaning that this will be a process consisting of multiple stages. This is why you need to have a strategy that helps make the processes as painless as possible. There are two strategies you can implement: ETL (extract, transform, and load) and ELT (extract, load, and transform), the main difference of which is the order in which data is processed.

Finding the right platform for moving all your data is just as important as building a proper plan of action. However, before you choose the platform, learn more about different tools for centralizing data. Some possible options are data warehouses, relational databases, data lakes, time-seried databases, and distributed storage.

Choosing the Right Omnichannel KPIs for Your Pharma Company

We have already discussed different types of KPIs, but what about specific key performance indicators that are best for an omnichannel marketing strategy? Here are some tips on how to choose the right KPIs tailored to your pharma business:

Align your KPIs with business goals

One of the main purposes of key performance indicators is to have a deeper understanding of how to achieve certain goals. For example, if you would like to enhance patient engagement, you can track patient enrollment rate, content engagement, patient activity on portals and social media, and other KPIs that would measure the current level of patient engagement.

Change your KPIs in real-time

It’s likely that your omnichannel marketing strategies won’t stay the same. As you get closer to your goals, you will probably find more ways to reach your goals, and the number of KPIs you need to track will increase. Don’t stick to just the same indicators that you used at the beginning. Instead, constantly revise them as you move forward and add new ones when needed.

Link KPIs to the pharma customer journey

As healthcare providers and patients move through their customer journey, the way they engage with your company changes. To have a full picture of all interactions with your potential customers, track KPIs throughout the whole customer journey. Here are some KPIs for each stage:

• Awareness stage: Website traffic, time on page, click-through rate, interaction levels, webinar/livestream attendance.
• Consideration stage: Whitepaper/e-Book/other content download rates, sample request rates, chatbot interactions.
• Conversion stage: Survey answers, intent-to-prescribe score, e-prescription rates, rep-triggered email effectiveness, cross-channel contribution score, and HCP drop-off rate at key conversion points.
• Retention stage: Net promote score, HCP re-engagement rate, health outcomes improvement score, cross-channel consistency score.

Balance leading and lagging KPIs

Leading and lagging key performance indicators are both important, even though they show different things. This is why it’s crucial to maintain balance, as it will be more difficult to obtain a thorough analysis of a company’s successes and failures if the marketing strategy focuses on only one type of KPIs.

Leading KPIs:

These KPIs focus on providing insights into the future and anticipating possible outcomes and conditions. These metrics can help you predict what might be popular in your industry in the near future, what trends might appear, and what you can do right now to improve the performance of your marketing strategies and campaigns. Use leading KPIs to better prepare for future trends and make more data-driven decisions.

Examples: Average session time, net promoter score, feedback sentiment analysis, customer lifetime value, etc.

Lagging KPIs:

These metrics measure past performance and help define the level of success achieved through past events. You cannot influence any of the lagging KPIs; however, they can be used to understand what can be improved.

Examples: Revenue retention, monthly/annual recurring, revenue, ROI on marketing campaigns, market share growth, etc.

Emerging Trends & Insights in KPI Tracking and Analysis

KPIs are constantly changing, with some becoming more important than others while other indicators become even completely irrelevant.

The implementation of AI

With the emergence of GenAI tools like ChatGPT, artificial intelligence has started to go “mainstream”, and many businesses are now considering implementing AI-powered tools into their works. There are two ways in which AI has influenced the use of KPIs:

1. Businesses now have to track the performance of AI-powered tools, and in the case of marketers, they also have to additionally implement KPIs that track the success of AI-generated content.
2. There is now a demand for tools that can automate KPI tracking, collection, and analysis, enabling continuous monitoring and deep insights.

AI-powered tools can be very versatile. Some features include content tagging, data-driven content creation, data collection, and analysis, among others.

Real-time data analytics

Thanks to the advancements in the realm of data analytics, it is now possible to integrate real-time data monitoring and analysis to measure and track KPIs at all times. With the help of such software, marketers can see even the smallest change in measurements and can act on these insights right away. For example, if there is a sudden drop in engagement rates, marketers can start looking for a solution right away by looking at the KPI measurements and finding what’s wrong right away.

Enhanced personalization

Personalized marketing has been a trend for a few years now, and one essential method to achieve better personalization in communication with potential customers is, unsurprisingly, KPIs. Now, marketers use key performance indicators to not only ensure that their marketing strategy remains effective but also personalize their messages based on the results of measurements. For example, engagement scores can reveal which content resonates most with the audience, helping marketers to personalize future content strategies more effectively.

Summing Up

Measurement of KPIs is one of the best approaches to measuring omnichannel performance and learning more about how to improve customer retention. However, it’s not the only way to enhance your campaigns, so make sure you use at least a few other strategies to get a 360-degree view of your marketing efforts. If you want to improve your customer engagement strategy, do not hesitate to contact us today.

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