Why pharma’s omnichannel dreams need an optichannel reality check
With insights from leaders at Merus N.V. and PharmaForceIQ, this playbook explores optichannel marketing in pharma—shifting from being everywhere to being precisely where it matters—and how it offers life sciences teams a targeted, data-driven alternative to omnichannel for better ROI.
In pharma, a lot of marketers might say they’re doing omnichannel, hitting a variety of digital outlets constantly. But there’s limited orchestration behind it. How deep are you going into real-time behavioral data to trigger immediate, personalized engagement when each recipient shows signs of interest?
J.J. Ferrer
Head of Precision Medicine, Strategy & Commercialization at Merus (Opinions expressed are his own)
In pharma, a lot of marketers might say they’re doing omnichannel, hitting a variety of digital outlets constantly. But there’s limited orchestration behind it. How deep are you going into real-time behavioral data to trigger immediate, personalized engagement when each recipient shows signs of interest?
J.J. Ferrer
Head of Precision Medicine, Strategy & Commercialization at Merus (Opinions expressed are his own)
Pharma teams focused on customer engagement face big challenges: omnichannel investments show unclear ROI, audiences are increasingly niche, and budget pressures continue. The “be everywhere” omnichannel approach continues to deliver fragmented experiences, wasted resources, and poor ROI, leaving leaders in search of better solutions.
Enter optichannel strategy. By leveraging real-world data and real-time behavioral data for personalized engagement through optimal channels, brands strengthen HCP connections while cutting media spend. Learn why omnichannel fails in today’s landscape, how advanced real-time data and triggers enable precision, and how to get started with optichannel.
Download the playbook, including insights from:
J.J. Ferrer, Head of Precision Medicine, Strategy & Commercialization at Merus
Hemal Somaiya, Chief Executive & Strategy Officer at PharmaForceIQ