Five steps (and a few adjustments in mindset and culture) Pharma needs to take to successfully move from multi-channel to omnichannel communications, for improved customer engagement and experiences.

The healthcare industry has undergone significant changes in the post-pandemic era and has witnessed a sustained shift in the ways that doctors engage with Pharma.

Until recently, pharmaceutical companies have used multichannel communication to reach their audiences through multiple touchpoints but without analysing, understanding or adapting to their responses to content. Today, changes in the needs, expectations and engagement patterns of patients and healthcare professionals alike, are pushing the industry to evolve towards an omnichannel model, to seamlessly integrate and personalise experiences across these multiple touchpoints.

But adopting an omnichannel communications approach requires significant changes in technology, organisational structure, and customer engagement strategies. To successfully make the transition and provide a unified, personalised experience for their customers across all channels, Pharma must take the following steps:

1. Leverage new technologies: To provide a seamless omnichannel experience, companies must leverage new technologies such as artificial intelligence, big data, and machine learning. These technologies can help companies collect and analyse customer data from various sources and provide personalised messaging across all channels.

2. Integrate systems: Companies must integrate their systems and platforms to create a single view of the customer across all channels. This requires breaking down silos between departments and ensuring that all customer data is accessible to all teams.

3. Create a customer-centric culture: Pharma must shift its focus from product-centric to customer-centric. This means putting the customer at the centre of all communications and engagement strategies and ensuring that all departments are aligned with this goal.

4. Train employees: Companies must train their employees to deliver a seamless omnichannel experience. This includes training on new technologies, customer engagement strategies, and how to communicate consistently across all channels.

5. Measure success: Brands must track and measure the success of their omnichannel communications. This includes metrics such as customer satisfaction, engagement rates, and sales. This data can be used to continuously improve the omnichannel content and ensure that customers are getting the best possible experience across all channels.

   
   

In addition, Pharma must ensure that their communications are tailored to each individual market. This means they need to consider local regulatory requirements, and make sure to reflect the cultural and linguistic diversity of their target audiences when implementing an omnichannel approach.

By taking these steps and adopting the technology, strategy and cultural change that is required, pharmaceutical companies can successfully make the transition and unify the customer journey across all channels to deliver the right content, to the right audiences and crucially, at the right time.