HELPING PHARMACEUTICAL COMPANIES GROW THROUGH DIGITAL EXPERIENCE MANAGEMENT

Pharma confidence in juggling traditional channels with digital means is increasing. Yet true omnichannel engagement — the integration, orchestration and tailoring of customer interactions across multiple channels to match HCPs’ profile-specific needs — has been the Cinderella of marketing activities. While multichannel engagement — the use of two or more channels that run relatively independently of one another — is increasingly in use, the omnichannel engagement model is altogether more dynamic and complex. It is still not fully adopted by the pharmaceutical industry.