THE BENEFITS OF OMNICHANNEL MARKETING IN PHARMA

THE BENEFITS OF OMNICHANNEL
MARKETING IN PHARMA

Originally, the goal of omnichannel marketing was to create a consistent brand experience for consumers no matter when, where, or how they encountered a brand. Whether they interacted with a brand’s website, physical store, advertisement, or social media, the idea was to strengthen brand affinity with every touchpoint.

What quickly followed was an additional goal, which was personalization. With the ability to track consumer content and channel preferences, companies could tailor content and touchpoints to make brand interactions even more meaningful and impactful. The Life Sciences industry has taken this a step further by enriching the Marketing interaction data with syndicated data, claims data, and other privacy-compliant datasets that allow pharma companies to hyper-personalize their HCP messaging and strategy.

THE BENEFITS OF HCP OMNICHANNEL MARKETING ¹
✔︎ Deliver relevant content	✔︎ Deepen HCP connections
✔︎ Maintain message consistency	✔︎ Personalize communication
✔︎ Increase brand loyalty and advocacy	✔︎ Increase engagement

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In addition to the benefits of delivering a more consistent and personalized brand experience to HCPs, omnichannel marketing also benefits field sales reps. Omnichannel marketing has been proven to build brand trust, loyalty, and affinity among HCPs. Establishing these sentiments with HCPs provides a strong foundation upon which a sales rep can build a personal relationship. Omnichannel marketing can open doors that were previously closed to field reps.

Additionally, the data collected by Marketing with the NBA data can help a rep target the right HCP, with the right message, at the right time. Such data is helping reps be smarter about when and how they show up, which leads to more impactful F2F interactions. Conversely, if the rep is not aware of HCP omnichannel engagement, they could deliver an uninformed message to the HCP that doesn’t land right. On the flip side, if Marketing does not have visibility into rep activity and progress with an HCP, their outreach could be counterproductive.

This inextricable link has resulted in a strengthened relationship between Sales and Marketing in the Life Sciences industry. With the HCP at the center of all activity, ensuring strategic alignment and two-way visibility into Sales and Marketing outreach and response is critical. With collaboration, the commercial whole can be greater than the sum of its parts.

“In our hyperconnected world, the essence of a brand must be consistent for all customers,
wherever they are.”²

Footnotes

1 Navigating Generational Differences in HCP Marketing
2 The History of Pharma Marketing