Harnessing the power of omnichannel strategy

Challenge

Mid-sized pharma companies are under pressure to integrate direct sales and omnichannel efforts. Our client needed a scalable, omnichannel strategy to launch a new product quickly and engage HCPs, patients, and caregivers seamlessly.

What we did

Developed a customer-centric Omnichannel programme, aligning with pharma’s shift from multichannel (disconnected touchpoints) to Omnichannel (integrated journeys). Key steps included:

Unified Campaign Design

• Orchestrated a cross-channel journey (email, eDetailing, webinars, and social media) where each interaction built on prior engagements.

• Used AI-driven insights to tailor content to HCPs’ specialties and patients’ treatment adoption stages.

Local Market Flexibility

• Provided a global strategy framework while allowing affiliates to adapt content to regional regulations and cultural nuances.

• Conducted collaborative workshops with local teams to bridge the gap between strategy and execution.

Data-Driven Personalization

• Leveraged AI analytics to segment audiences, identify unmet needs, and optimize channel mix (e.g., prioritizing email + virtual detailing for high-engagement HCPs).

• Tracked KPIs like engagement rates and treatment adherence to refine messaging

Results

• Brand Authority: Established the client as a therapy-area leader, with 30% growth in HCP advocacy. 

• Efficiency: Reduced redundant content (e.g. eliminating repetitive multichannel messaging) and increased ROI by 40% through targeted media spend. 

• Patient Outcomes: Improved treatment adherence via personalized patient/caregiver support tools.

Key takeaways

• Omnichannel success hinges on integrating technology (AI, CRM), organizational alignment, and continuous feedback loops.

• Pharma must prioritize seamlessness—e.g., an HCP’s email inquiry should trigger a tailored follow-up call, not generic outreach.