Multichannel efforts weren’t enough to break through to busy HCPs and patients, so an omnichannel approach is steadily coming to the forefront of pharma marketing strategy. Omnichannel pharma is today’s dynamic solution to adapting to the evolving marketing landscape.
Smart Insights describes omnichannel marketing as being “about providing appropriate and relevant content across different channels that ties together to create a unified message, without becoming repetitive.” As more pharmaceutical companies embrace digital marketing, the omnichannel approach proves highly effective in engaging HCPs and patients.
The benefits of omnichannel marketing for pharmaceutical companies
Pharmaceutical Executive writes that an omnichannel approach “will enable marketers to make data-driven decisions on which promotional activities to dial up, dial down, or turn off entirely." Thanks to the growing availability of actionable analytics, there is no shortage of data from which to base such decisions.
So why is this so beneficial? Because pharma marketers can avoid overspending on unproductive promotional content.
Why waste the time and money to promote to an HCP who is already a prescriber of a particular brand? That ad will fall flat. Similarly, if, based on historic engagement, a patient is a likely candidate for a brand, you can invest more in targeting them, rather than a "wild card" patient.
With omnichannel marketing, spending can be directed across all channels, improving ROI and optimizing HCP and patient engagement. Pharma marketers can “work with brands on a continuous optimization cycle throughout the life of a campaign.” Anything that's not working can be identified and reconfigured early on, adjustments continually made during the entirety of a campaign.
MM+M further homes in on the definition of omnichannel marketing by describing it as being an “audience-first approach” that “combines offline data with online activity." It focuses on who brands want to reach and how that specific audience is interacting with promotional content. Pharma marketers can then ensure they use the appropriate messaging to capture the attention of that audience, while also maintaining consistency.
Consistent brand messaging is key.
Aside from letting marketers connect with HCPs and patients across an unlimited number of channels, omnichannel pharma efforts can be orchestrated to reach HCPs at prime times.
HCPs have hectic, exhausting schedules, making it hard to get ahold of them. An omnichannel approach allows for HCPs to receive and consume content during, say, their lunch break, so they are more likely to productively engage with it. Plus, with personalization from collected data, pharma marketers can push relevant content that aligns with a physician's specialty, while upholding data privacy.
Successfully implementing an omnichannel approach in pharmaceuticals
Create relevant content that adds value and surfaces above the sea of competition with its unique, streamlined messaging. Competition is fierce. Increase engagement by utilizing a mix of channels and tailoring content to HCPs and patients, taking into account changing media behaviors and trends.
Beyond relevance and consistency, effective omnichannel pharma is reliant upon the seamless integration of field interactions and digital media, as well as "establishing a closed feedback loop," to promote customer loyalty.
Omnichannel pharma is the future of marketing for the pharmaceutical industry. It's time to make the switch!
See how pharma brands create omnichannel Instagram-style stories for HCPs and patients with STORYSOFT.