The transition to omnichannel has not been easy for pharma marketers. Between 70-80% of pharma marketers are unhappy with their omnichannel strategies, plans, and levels of support, according to Bastion Brands. It is not always easy for marketers to convince the decision-makers how much more valuable omnichannel can be compared to multichannel marketing. Even if they do, it’s not easy to pull off. Omnichannel requires the ability to combine the use of advanced technologies related to data analytics, AI, automation, etc. with more sophisticated marketing techniques that allow you to deliver more customized and personalized experiences to your audience—all while ensuring each of your channels are working in harmony with each other.
But the struggle is worth it. When correctly implemented, adding omnichannel to your commercial model can create revenue uplift of 5-10%, an increase in marketing efficiencies and cost savings of 10-20%, an increase in prescribers of 3-5%, and 5-10% higher HCP satisfaction, according to McKinsey & Company. However, wouldn’t it be even better if you could achieve those results without having to overcome constant hurdles and pain points along your transition to omnichannel marketing?
In his article, “A More Intelligent Approach to Simplifying Omnichannel Activation,” Andrew Burkus of IQVIA lays out the data and processes marketers need to have in place to deliver more intelligent engagement in line with what today’s audiences expect. Furthermore, Ken Winell and Brian Peterson of Greater Than One offer “8 Components to Consider When Building a MarTech Stack in 2023,” so you know exactly what technology you need to build a proper omnichannel architecture. And for those who may already be well versed in everything omnichannel, Jose Ferreira of CMI Media Group explains how to take things a step further and move toward omnidynamic marketing. Just remember to walk before you run if you are only in the beginning of your omnichannel journey.
Meanwhile, if you are looking for other ways to give your campaigns a boost, then find inspiration in our 15th annual Greatest Creators section. There you will find our annual Showcase of some of the most creative campaigns from the most creative companies in our industry as well as our 2nd annual Masterclass of Storytelling featuring prime examples of narrative marketing. So, if you want an easy way to improve your marketing techniques, it’s simple—just dive into this issue.
