These days, everyone’s all in on omnichannel. Omnichannel for HCPs. Omnichannel for patients. Omnichannel ȕber alles. But as everyone races to invest in the tech side of omnichannel, there’s a critical question few life science marketers are asking.
Is your brand really ready for omnichannel?
Let’s take a look at three key ways life sciences brands will have to work harder to maximize omnichannel engagement.
Flexing to Stay Fresh
Sure. A stunning print ad is great for driving awareness and interest in your brand. But, like a second date that brings nothing new to the table, rehashing the same creative across omnichannel engagements can come across as shallow, one-dimensional, and ultimately boring.
Today’s brands need to engage in more specific ways. With more distinct customer segments. Across more unique channels. And believe it or not, a more systematic approach is the best way to build a more dynamic brand platform.
To launch the world’s first CAR T therapy, we designed a flexible system that kept messaging fresh while reinforcing an empowering brand experience.
See the flexibility of the Power of YES brand platform come to life here.
Making More Meaningful Connections
To stick with the dating analogy, strong relationships take time to develop. The same is true with brands. Staying fresh helps maintain interest and engagement. But lasting relationships are built on creating meaningful engagements at every touchpoint.
That requires locking in a more meaningful brand story. So every interaction—no matter the channel, topic, or segment—gives customers a deeper appreciation for the brand that strengthens their relationship with it over time.
For patients living with a rare condition that robbed them of metabolic energy, we built a brand around the promise of increased energy to help build a more meaningful connection to the brand.
Get the full story behind Boost Branding here.
Rewarding Customer Engagement
Today’s customers have more control over the ads they see—and don't—than ever before. The best brands earn the right to be part of their customers’ lives by consistently delivering rewarding experiences that make engaging with the brand worthwhile.
Over time, that added value is exactly how you accelerate customer adoption and build brand loyalty. And at the end of the day, that's what omnichannel marketing is all about.
This Humira biosimilar delivered a refreshingly unpharma—and standout—brand experience that helped make prescribing and living with chronic autoimmune conditions surprisingly simple.
See how we created a surprisingly simple brand experience here.
At MERGE, we’re built different. Want to learn more about how we’re merging storytelling and technology to help some of the world’s leading life science brands take full advantage of omnichannel opportunities? Let’s talk.