As the life sciences industry evolves, so must the approach to customer engagement. While omnichannel has long been the standard, its effectiveness is waning in the face of increasing complexity, data availability, tightening budgets, and stakeholder expectations.
PFIQ partnered with Fierce Pharma to present this webinar for an exploration of optichannel marketing: a data-forward, precision-based strategy that goes beyond omnichannel to deliver the right message, to the right stakeholder, at the right time and on the most effective channels for that specific audience. It offers a practical framework for implementing strategies that enhance personalization, improve resource allocation, and drive measurable ROI. Watch the recording below to learn how these leaders are using real-time data to optimize content delivery, campaign mix, and media investment:
- Ben Clark – Director of Omnichannel Strategy, Jazz Pharmaceuticals
- Nikita Umnov – Director of Omnichannel Strategy, Bristol Myers Squibb
- Saraiyah Hatter – Director of Optichannel Engagement, PharmaForceIQ
*Disclaimer: The opinions expressed by the speakers do not represent the views of their current or past employers.
“Affinity data allows you to figure out the specific channels and tactics that you need to orchestrate to deliver a behavior change or a business outcome. Years ago, when you were thinking about digital experiences or traditional media experiences, it was really about reach and frequency. You would buy audiences and have a reasonable degree of hope that you are reaching the right folks. Today, we don't have to do that. Not only can we identify when an HCP is at a moment that matters to us, we also can identify where to engage them and what to engage them with. So now your cost becomes [far lower] to deliver the same outcome because we have that precision.”