In this insightful new article in International Pharmaceutical Industry, Saraiyah Hatter of PharmaForceIQ breaks down why omnichannel approaches are falling short and how optichannel marketing is emerging as a smarter, more precise, and more transparent solution for today’s commercial teams.
Despite nearly half of pharma organisations considering themselves “advanced” in omnichannel maturity, most leaders report minimal improvements in customer engagement. Many HCPs feel overwhelmed by uncoordinated, always-on messaging, while marketers struggle with siloed systems, limited visibility into media performance, and slow optimization cycles that leave spend inefficient for months at a time. This article shares:
- Why omnichannel often underperforms despite significant investment
- How optichannel marketing creates precision and efficiency by focusing only on the channels that truly matter
- The role of real-time data and AI in driving continual optimization and measurable outcomes
- How hyper-personalisation works in practice, including AI-driven HCP profiles and next-best-action sequencing
- The impact on business results, including increased engagement, reduced media waste, and stronger Rx lift
Traditional omnichannel strategies often fall short of delivering the impact pharma teams expect. Read the full article to explore how an agile, data-driven optichannel approach can help marketers activate the right message, through the right channel, at the right time.