Embracing Multichannel Engagement in an Omnichannel Strategy
In a multichannel environment, pharma companies are still struggling to abandon their old models of communication and engagement. But times have changed. And the disruption brought by the pandemic era has highlighted the need for pharma to become more customer-centric.
Customers’ needs have evolved to on-demand and personalized content within a non-personal and digital engagement landscape. The seamless experience wanted from both Healthcare Professionals (HCP) and patients means a unified and strategically tailored brand message throughout channels.
Sales reps’ access to HCP is restricted. Patients are more knowledgeable, and, therefore, more hand in hand with technology and mobile connectivity. So, pharma companies need to use the multichannel offer integrated into an omnichannel marketing strategy model.
Let’s take a deeper look at what this means…
Multichannel environment, Omnichannel strategy
From the model where the product was the centre of the universe, the scenario has shifted towards a customer-service-based approach. Which requires relevant and personalized content distributed within an Omnichannel strategy. Ensuring the reach to prospects, leads, and customers through the channels of their choice at the right time.
Pharma marketing and sales teams need to:
- Use accurate and up-to-date customer data from past interactions to optimize future communication strategies and deliver a personalized customer experience.
- Consider the stage in the customer’s journey; and
- Consider the time, place, and/or channel of their choice.
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Once you know the customer’s journey, you can then create relevant digital content that matches each segment along the way. A more personalized and seamless experience needs, then, tailored content. Which can be consumed and shared at any moment throughout the different channels.
Consistent brand/product awareness and consumption formats will guarantee trust-building, engagement, sales increase, and positive ROI.
How to implement a successful Omnichannel Strategy?
Which are the pillar requirements to create an Omnichannel strategy:
- Knowledge of the customer behaviour and expectations;
- Acknowledgement of the preferred channels and formats;
- Relevant content creation for each channel; and
- Take into consideration the customers’ feedback along the way.
It’s like oiling the gears through monitoring and analysis of the available data while having in place a content management strategy. Using a Content Management System (CMS) allows companies to store the approved and distributed content. Without the need to create new material all the time, as it’s already aligned with each segment and journey stage.
With content organized, pharma teams can then focus on determining which of that content needs adjustment. Bearing in mind: device, type of interaction, and customer needs. Overall, pharma companies need to:
- Create relevant and high-value content that fits the channel of distribution and the segment;
- Identify the preferences of the target audience in each segment and link them to the stage of the customer’s journey;
- Continuously gather and analyze data to optimize the HCP engagement based on their behaviours and preferences.
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The key takeaway is taking the multichannel offer down the funnel to an omnichannel presence and engagement. In a non-personal way, where the message is more tailored and suited to the customers’ segment, journey stage behaviours, and needs.
These digital interactions allow the pharma teams to deliver an experience that is more valuable and impactful to the target audience at the right time, through the right channel.
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Customers preferences: choosing the right format for multiple channels
So, how can pharma companies know which format can work for multiple channels and devices while still covering the target audience’s needs and preferences? Information consumption behaviour gives an idea of what the customers want from brands.
When looking at the statistics of information consumption, one of the formats stands out from all the others: Video!
Video consumption was already huge but has boomed with Covid-19. When a special interest in explainer videos on the subject of health surfaced. Well-informed patients have become a reality, while HCP has become digital natives with new routines and interactions with both patients and pharma companies. Therefore, organizations need to share relevant content to be consumed by both ends in an attractive format that can cross channels and devices.
What do the numbers say?
Let’s take a look at some numbers from Wyzowl that show how video complies with all the needed checkpoints.
Brand awareness: Almost 9 out of ten people stated they want to see more videos from brands.
Lead generation: 84% of marketers said that video was effective for generating leads confirming it to be a great investment.
Sales: Almost 8 out of 10 marketers feel video had a direct and positive effect on sales.
Product: 94% of marketers agree that video increased the customers’ understanding of their product, reducing the support needed from customers.
Type: Explainer videos have grown in success with 94% of people reporting to have watched them.
Success measurement: 63% of marketers consider video engagement as the top metric, while 58% consider views/plays.
Through these statistics, it’s fair to say that video is nowadays a universal and popular media type for both marketers and target audiences. Being a must-have format in the Omnichannel marketing strategy of pharma companies. Being shareable through several channels, accessible at any time on and offline, and compatible with any device of choice. It’s a win-win when it comes to consumers’ needs/expectations and marketers’ goals.
To have a successful Omnichannel strategy, pharma companies need to embrace the customer-centric model. They must create relevant and high-value content, according to the target audience’s preferences and stage within the customer’s journey. While continuously analyzing behaviours and measuring success.
Digital interactions are about delivering a seamless experience that is even more tailored, valuable, and impactful to the target audience than ever before. It’s all about communicating at the right time, through the right channel.
Video consumption has boomed with Covid-19 and a higher interest in health-related topics. Which has turned this content format into a popular media type for both marketers and target audiences, globally. The numbers show that it has already proven to be a powerful resource to help pharma companies achieve success in their Omnichannel marketing strategy.