Omnichannel vs. Multichannel Marketing

5 Reasons Pharma Companies Should Make The Jump To Omnichannel

Webinar Presented by PharmaForceIQ

Agenda

Omnichannel Marketing for Life Science Companies

  • The current approach in multichannel marketing, its pros and cons
  • The new, more effective way of omnichannel marketing
  • Common challenges faced in effectively executing omnichannel marketing
  • How PharmaForceIQ can help with seamless execution of the ideal omnichannel approach
Meet Our Speaker:

John Philipps

Strategic Account Executive

Current State

The Traditional Approach to Marketing for Life Science Companies is Multichannel

With multichannel marketing, pharma marketers communicate through several channels at once to encourage physicians to obtain their prescription drugs.

Marketing channels include:

  • Email
  • Websites
  • Social media
  • Display ads
  • Virtual calls
  • Banner ads
  • Direct mail
  • Face-to-face
  • Peer-to-peer

The Reality

The Benefits & Challenges of Multichannel Marketing

The benefits

  • Broad reach
  • Cohesive approach
  • Enhanced communication options

The challenges

  • Real-time attribution
  • High cost and low returns
  • Inadequate analytics
  • Lack of targeted messaging

What is Omnichannel Marketing?

Omnichannel marketing is the integration of branding, messaging, field, and online HCP touchpoints to create a consistent brand experience.

5 Reasons To Use Omnichannel Marketing

In an already oversaturated marketplace, today’s physicians have become understandably choosy about the pharma brands they interact with, often making them harder to reach. An omnichannel approach solves this problem.

Increased ROI and revenue
Increasing and diversifying engagements throughout a buyer’s journey can build brand loyalty, boost repeat sales, and grow revenue.

Improved customer experience
Omnichannel marketing focuses on the customer—creating a seamless brand experience across devices and across channels.

Real-time analytics
By tracking engagements across channels and mapping it to prescription lift in real time allows for a informed, data-driven NEXT BEST ACTION customer journey.

Cohesive branding
By creating a cohesive brand identity across channels, brands can craft more personalized messaging and improve brand loyalty.

More effective sales force
Empowered by real-time data and insights into digital engagements, your field marketing reps can reach physicians who currently have potentially eligible patients for your brand’s prescription therapeutics.

Challenges Of Omnichannel Marketing

Data collection and analysis
Data is exactly what marketers need to run more effective campaigns. It’s difficult to keep up with the purposeful collection and accurate, timely analysis of huge amounts of data—especially in real time.

Strategy and campaign optimization
For omnichannel marketing efforts to succeed, marketers need to be constantly testing, retesting, and modifying their approach for efficacy.

Fraught implementation
Implementing a fully integrated marketing strategy may challenge siloed organizations, or be met with some resistance from previously independent departments.

Resources and cost
Some organizations are slow to adopt omnichannel marketing simply because it appears to costs too much—whether in implementation time, training, employee resources, or actual dollars.

Introducing PharmaForceIQ + Omnichannel Marketing

PharmaForceIQ is the only ML-powered omnichannel platform with holistic HCP affinity data, real-time cross-channel deployment, and ROI mapped back to script lift.

Holistic Channel, Vendor, and Message Affinity Data
Our affinity data is the most powerful in the industry. We are the only partner with 3 sources feeding into our data: (1) Historic data from the last 5-7 years; (2) Vendor data  from 75+ channel/vendor partnerships in our ecosystem; and (3) Real-time campaign data.

Multi-Channel Reach & ML/NLP-based Personalized Messages
PharmaForceIQ is the only solution that has integrations across 75+ endemic channel partners in the US, which allows us to do personalized outreach to each individual physician based on their top channel and vendor preference.

Strategic, Real-Time Patient Identification
Our open approach to data acquisition facilitates simultaneous partnership with multiple data assets on each project, powering superior data coverage.

Real time deployment and Measurement
Real-time, customized dashboard showing ROI an impact on an on-going basis, including REAL-TIME prescription and revenue lift. We don’t stop just at showing increases in engagement, but instead show you the real impact on your bottom line as HCPs write scripts.

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