{"id":203286,"date":"2022-04-05T08:00:00","date_gmt":"2022-04-05T06:00:00","guid":{"rendered":"https:\/\/www.bluenovius.com\/?p=203286"},"modified":"2023-04-03T17:15:58","modified_gmt":"2023-04-03T15:15:58","slug":"how-to-build-a-successful-omnichannel-strategy-in-pharma","status":"publish","type":"post","link":"https:\/\/www.bluenovius.com\/multichannel\/how-to-build-a-successful-omnichannel-strategy-in-pharma\/","title":{"rendered":"How to Build a Successful Omnichannel Strategy in Pharma"},"content":{"rendered":"<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><a href=\"https:\/\/www.bluenovius.com\/demo-hp\/\" target=\"_blank\" rel=\"noopener\"><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"516\" src=\"https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/04\/How-to-build-a-successful-Omnichannel-strategy-.jpg?resize=800%2C516&#038;ssl=1\" alt=\"\" class=\"wp-image-203287\" srcset=\"https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/04\/How-to-build-a-successful-Omnichannel-strategy--scaled.jpg?resize=1024%2C661&amp;ssl=1 1024w, https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/04\/How-to-build-a-successful-Omnichannel-strategy--scaled.jpg?resize=300%2C194&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/04\/How-to-build-a-successful-Omnichannel-strategy--scaled.jpg?resize=768%2C496&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/04\/How-to-build-a-successful-Omnichannel-strategy--scaled.jpg?resize=1536%2C992&amp;ssl=1 1536w, https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/04\/How-to-build-a-successful-Omnichannel-strategy--scaled.jpg?resize=2048%2C1323&amp;ssl=1 2048w, https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/04\/How-to-build-a-successful-Omnichannel-strategy--scaled.jpg?w=1600&amp;ssl=1 1600w, https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/04\/How-to-build-a-successful-Omnichannel-strategy--scaled.jpg?w=2400&amp;ssl=1 2400w\" sizes=\"(max-width: 800px) 100vw, 800px\" data-recalc-dims=\"1\" \/><\/a><\/figure><\/div>\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"has-text-align-center wp-block-heading\" id=\"h-embracing-multichannel-engagement-in-an-omnichannel-strategy\" style=\"font-size:38px\"><strong>Embracing Multichannel Engagement in an Omnichannel Strategy<\/strong><\/h2>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>In a <strong><a href=\"https:\/\/www.bluenovius.com\/pharma-marketing-trends\/how-will-the-internet-of-things-influence-pharma\/\" target=\"_blank\" rel=\"noreferrer noopener\">multichannel environment<\/a><\/strong>, 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.&nbsp;<\/p>\n\n\n\n<p>Customers\u2019 needs have evolved to on-demand and <strong><a href=\"https:\/\/www.bluenovius.com\/engagement\/going-pro-in-life-science-content-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">personalized content<\/a><\/strong> 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.&nbsp;<\/p>\n\n\n\n<p>Sales reps\u2019 <strong><a href=\"https:\/\/www.bluenovius.com\/engagement\/how-to-engage-successfully-with-your-healthcare-professionals\/\" target=\"_blank\" rel=\"noreferrer noopener\">access to HCP<\/a><\/strong> 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.&nbsp;<\/p>\n\n\n\n<p>Let\u2019s take a deeper look at what this means\u2026<\/p>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"has-text-align-center wp-block-heading\" style=\"font-size:38px\"><strong>Multichannel environment, Omnichannel strategy<\/strong><\/h3>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>From the model where the product was the centre of the universe, the scenario has shifted towards a <strong><a href=\"https:\/\/www.bluenovius.com\/videomarketing\/4-changes-in-customers-buyers-journey\/\" target=\"_blank\" rel=\"noreferrer noopener\">customer-service-based approach<\/a><\/strong>. 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.&nbsp;<\/p>\n\n\n\n<p>Pharma marketing and sales teams need to:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul><li>Use accurate and up-to-date customer data from past interactions to optimize <strong><a href=\"https:\/\/www.bluenovius.com\/healthcare-marketing\/urgency-the-new-normal-in-pharma-communication\/\" target=\"_blank\" rel=\"noreferrer noopener\">future communication strategies<\/a><\/strong> and deliver a personalized customer experience.&nbsp;<\/li><li>Consider the stage in the customer\u2019s journey; and<\/li><li>Consider the time, place, and\/or channel of their choice.<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h5 class=\"wp-block-heading\"><strong><em>Did you know that explainer videos are one of the easiest ways to create content for each step of your customer\u2019s journey and product life-cycle stage? Try <\/em><\/strong><a href=\"https:\/\/www.bluenovius.com\/for-marketing-teams\/\"><strong><em>PubExplainer<\/em><\/strong><\/a><strong><em> today to boost your omnichannel strategy!<\/em><\/strong><\/h5>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Once you know the customer\u2019s journey, you can then create <strong><a href=\"https:\/\/www.bluenovius.com\/engagement\/going-pro-in-life-science-content-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">relevant digital content<\/a><\/strong> 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.<\/p>\n\n\n\n<p>Consistent brand\/<strong><a href=\"https:\/\/www.bluenovius.com\/engagement\/consumerism-in-the-healthcare-industry\/\" target=\"_blank\" rel=\"noreferrer noopener\">product awareness<\/a><\/strong> and consumption formats will guarantee trust-building, engagement, sales increase, and positive ROI.<\/p>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"has-text-align-center wp-block-heading\" style=\"font-size:38px\"><strong>How to implement a successful Omnichannel Strategy?<\/strong><\/h3>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Which are the pillar requirements to create an Omnichannel strategy:&nbsp;<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ol><li>Knowledge of the <strong><a href=\"https:\/\/www.bluenovius.com\/pharma-marketing-trends\/know-your-audience-through-ai\/\" target=\"_blank\" rel=\"noreferrer noopener\">customer behaviour<\/a><\/strong> and expectations;<\/li><li>Acknowledgement of the preferred channels and formats;<\/li><li>Relevant <strong><a href=\"https:\/\/www.bluenovius.com\/pharma-marketing-trends\/the-blue-ocean-strategy-in-the-pharmaceutical-industry\/\" target=\"_blank\" rel=\"noreferrer noopener\">content creation for each channel<\/a><\/strong>; and<\/li><li>Take into consideration the customers\u2019 feedback along the way.<\/li><\/ol>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>It\u2019s like oiling the gears through monitoring and analysis of the available data while having in place a <strong><a href=\"https:\/\/www.bluenovius.com\/engagement\/websites-role-in-healthcare\/\" target=\"_blank\" rel=\"noreferrer noopener\">content management strategy<\/a><\/strong>. 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\u2019s already aligned with each segment and journey stage.&nbsp;<\/p>\n\n\n\n<p>With content organized, pharma teams can then focus on determining which of that content needs adjustment. Bearing in mind: device, <strong><a href=\"https:\/\/www.bluenovius.com\/pharma-challenges\/geomarketing-pharmas-hidden-secret\/\" target=\"_blank\" rel=\"noreferrer noopener\">type of interaction<\/a><\/strong>, and customer needs.&nbsp;Overall, pharma companies need to:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul><li>Create relevant and high-value content that fits the channel of distribution and the segment;<\/li><li>Identify the <strong><a href=\"https:\/\/www.bluenovius.com\/pharma-challenges\/mastering-market-segmentation-in-pharma\/\" target=\"_blank\" rel=\"noreferrer noopener\">preferences of the target audience<\/a><\/strong> in each segment and link them to the stage of the customer\u2019s journey;<\/li><li>Continuously gather and analyze data to <strong><a href=\"https:\/\/www.bluenovius.com\/engagement\/how-to-engage-successfully-with-your-healthcare-professionals\/\">optimize the HCP engagement<\/a><\/strong> based on their behaviours and preferences.<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h5 class=\"wp-block-heading\"><strong><em>Did you know that 84% of people chose a product\/brand after watching an explainer video? <\/em><\/strong><a href=\"https:\/\/www.bluenovius.com\/for-marketing-teams\/\"><strong><em>PubExplainer<\/em><\/strong><\/a><strong><em> can help you increase your sales, start using it today!<\/em><\/strong><\/h5>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>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\u2019 segment, <strong><a href=\"https:\/\/www.bluenovius.com\/engagement\/pharma-marketing-digital-channels-tools-to-consider\/\" target=\"_blank\" rel=\"noreferrer noopener\">journey stage behaviours<\/a><\/strong>, and needs.&nbsp;<\/p>\n\n\n\n<p>These <strong><a href=\"https:\/\/www.bluenovius.com\/pharma-challenges\/4-tips-to-create-a-seamless-customer-experience\/\" target=\"_blank\" rel=\"noreferrer noopener\">digital interactions<\/a><\/strong> 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.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h5 class=\"wp-block-heading\"><strong><em>Did you know that 95% of the message in a video is retained by the viewers against 10% when reading a text ?!&#8230; Start adding video to your marketing strategy today with <\/em><\/strong><a href=\"https:\/\/www.bluenovius.com\/for-marketing-teams\/\"><strong><em>PubExplainer<\/em><\/strong><\/a><strong><em>.<\/em><\/strong><\/h5>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"has-text-align-center wp-block-heading\" style=\"font-size:38px\"><strong>Customers preferences: choosing the right format for multiple channels<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>So, how can pharma companies know which format can work for <strong><a href=\"https:\/\/www.bluenovius.com\/pharma-marketing-trends\/what-is-machine-learning-and-how-can-it-benefit-pharma-reps\/\" target=\"_blank\" rel=\"noreferrer noopener\">multiple channels<\/a><\/strong> and devices while still covering the target audience&#8217;s needs and preferences? Information consumption behaviour gives an idea of what the customers want from brands.&nbsp;<\/p>\n\n\n\n<p>When looking at the statistics of <strong><a href=\"https:\/\/www.bluenovius.com\/engagement\/pharma-marketing-digital-channels-tools-to-consider\/\" target=\"_blank\" rel=\"noreferrer noopener\">information consumption<\/a><\/strong>, one of the formats stands out from all the others: Video!&nbsp;<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><a href=\"https:\/\/www.bluenovius.com\/pubexplainer\/\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" width=\"574\" height=\"266\" src=\"https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/04\/How-to-build-a-successful-Omnichannel-strategy-in-Pharma-5.jpg?resize=574%2C266&#038;ssl=1\" alt=\"How to build a successful Omnichannel strategy in Pharma\" class=\"wp-image-203294\" srcset=\"https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/04\/How-to-build-a-successful-Omnichannel-strategy-in-Pharma-5.jpg?w=574&amp;ssl=1 574w, https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/04\/How-to-build-a-successful-Omnichannel-strategy-in-Pharma-5.jpg?resize=300%2C139&amp;ssl=1 300w\" sizes=\"(max-width: 574px) 100vw, 574px\" data-recalc-dims=\"1\" \/><\/a><\/figure><\/div>\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong><a href=\"https:\/\/www.bluenovius.com\/healthcare-marketing\/video-in-medical-education-how-to-do-it-right\/\" target=\"_blank\" rel=\"noreferrer noopener\">Video consumption<\/a><\/strong> 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.&nbsp;Therefore, organizations need to share relevant content to be consumed by both ends in an attractive format that can cross channels and devices. <\/p>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"has-text-align-center wp-block-heading\" style=\"font-size:38px\"><strong>What do the numbers say?<\/strong><\/h4>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Let\u2019s take a look at some numbers from <em>Wyzowl<\/em> that show how video complies with all the needed checkpoints.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Brand awareness:<\/strong> Almost 9 out of ten people stated they want to see more videos from brands.<\/p>\n\n\n\n<p><strong>Lead generation:<\/strong> 84% of marketers said that video was effective for generating leads confirming it to be a great investment.<\/p>\n\n\n\n<p><strong>Sales: <\/strong>Almost 8 out of 10 marketers feel video had a direct and positive effect on sales.<\/p>\n\n\n\n<p><strong>Product:<\/strong> 94% of marketers agree that video increased the customers&#8217; understanding of their product, reducing the support needed from customers.<\/p>\n\n\n\n<p><strong>Type:<\/strong> Explainer videos have grown in success with 94% of people reporting to have watched them.<\/p>\n\n\n\n<p><strong>Success measurement:<\/strong> 63% of marketers consider video engagement as the top metric, while 58% consider views\/plays.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Through these statistics, it\u2019s fair to say that video is nowadays a universal and popular media type for both marketers and <strong><a href=\"https:\/\/www.bluenovius.com\/pharma-challenges\/mastering-market-segmentation-in-pharma\/\" target=\"_blank\" rel=\"noreferrer noopener\">target audiences<\/a><\/strong>. 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\u2019s a win-win when it comes to consumers\u2019 needs\/expectations and marketers\u2019 goals.<\/p>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"has-text-align-center wp-block-heading\" style=\"font-size:38px\"><strong>Conclusion<\/strong><\/h4>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>To have a successful Omnichannel strategy, pharma companies need to embrace the <strong><a href=\"https:\/\/www.bluenovius.com\/pharma-challenges\/why-pharma-needs-to-become-customer-centric-right-away\/\" target=\"_blank\" rel=\"noreferrer noopener\">customer-centric model<\/a><\/strong>. They must create relevant and high-value content, according to the target audience\u2019s preferences and stage within the customer\u2019s journey. While continuously analyzing behaviours and measuring success.<\/p>\n\n\n\n<p>Digital interactions are about delivering a seamless experience that is even more tailored, valuable, and impactful to the target audience than ever before. It\u2019s all about <strong><a href=\"https:\/\/www.bluenovius.com\/pharma-challenges\/geomarketing-pharmas-hidden-secret\/\" target=\"_blank\" rel=\"noreferrer noopener\">communicating at the right time<\/a><\/strong>, through the right channel.<\/p>\n\n\n\n<p>Video consumption has boomed with Covid-19 and a higher interest in health-related topics. Which has turned this content format into a <strong><a href=\"https:\/\/www.bluenovius.com\/videomarketing\/video-marketing-in-pharma-7-reasons-why-its-a-trend\/\" target=\"_blank\" rel=\"noreferrer noopener\">popular media type<\/a><\/strong> 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.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>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.&nbsp; Customers\u2019 needs have evolved to on-demand and personalized [&hellip;]<\/p>\n","protected":false},"author":29,"featured_media":203287,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"inline_featured_image":false,"footnotes":""},"categories":[54],"tags":[3494,3493,2097,3492,3511,3487,1120],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.4 (Yoast SEO v22.5) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to build a successful Omnichannel strategy in Pharma<\/title>\n<meta name=\"description\" content=\"Which are the pillar requirements to create an Omnichannel strategy:\u00a0Knowledge of the customer behavior and expectations...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bluenovius.com\/multichannel\/how-to-build-a-successful-omnichannel-strategy-in-pharma\/\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"How to build a successful Omnichannel strategy in Pharma\" \/>\n<meta name=\"twitter:description\" content=\"Which are the pillar requirements to create an Omnichannel strategy:\u00a0Knowledge of the customer behavior and expectations...\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/04\/How-to-build-a-successful-Omnichannel-strategy--scaled.jpg?fit=2560%2C1653&ssl=1\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"N\u00e1dia Marques\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script 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