Competition is stiff in a digital world that is ever-evolving. Given the stakes, pharmaceutical and biotech companies are constantly being challenged to refine their omnichannel strategies to provide seamless, personalized experiences that maximize ROI and customer engagement. Achieving this requires implementing a robust omnichannel framework that incorporates a dynamic media strategy, optimizes technological infrastructure for ongoing engagement, and leverages data integration for personalization and strategic decision-making.
In partnership with the marcus evans Group, MERGE’s 60-minute webinar, "Driving Customer Engagement with an Omnichannel Approach from Conception to Launch," addressed actionable insights and best practices to help life science brands optimize their omnichannel strategies. The fireside chat guides viewers through creating an omnichannel ecosystem that aims to enhance services to patients and healthcare providers while delivering competitive advantages to your life science organization.
The conversation includes:
- Brooke Fleming, Head of Orchestrated Customer Engagement, Sage Therapeutics
- Pat McGloin, Managing Director, Health & Life Sciences, MERGE
Key takeaways from Brooke and Pat’s discussion include:
The Importance of Delivering On the Value to the Customer Versus Your Own Value Proposition
When it comes to implementing an omnichannel strategy, prioritizing the customer's value proposition is paramount. As Fleming notes, “Omnichannel should deliver whatever it is that we intend to deliver for customers based on their value proposition, not our own. It’s the intentional design, intentional connectivity, and harmony between our data, our content, and our strategic plans.”
Achieving this, however, requires a shift in thinking, where customer engagement is seamlessly integrated into brand strategy. Overcoming internal silos is crucial; operationalizing an omnichannel model demands collaboration across various functions. Establishing learning agendas and measurement plans early allows for continuous improvement, ensuring that each customer interaction is informed by data, and is relevant. Ultimately, success hinges on creating a cohesive ecosystem where the customer feels seen and understood, driving deeper engagement and loyalty.
Experience Planning Should Be an Integral Part of Brand Planning
Re-thinking how omnichannel fits into your brand strategy can eventually change how your organization thinks about operationalizing it. Experience planning is a crucial element of brand planning, as it aligns customer engagement with brand strategy through intentional design and connectivity. “The key is figuring out how to break down those silos so you can align on the delivery model that your target audience needs,” noted McGloin. “Functional silos create a choppy experience.”
While technology can act as a facilitator, it’s not a silver bullet solution on its own, as it often lacks the appropriate nuance and adaptation skills. The human element and strategic planning remain essential in crafting brand experiences that truly connect with customers. Says Fleming, “We have to be open to change and the evolution of processes as we talk about expanding the way we [build relationships with] customers.”
Omnichannel Does Not Equal Turning On All Channels
Omnichannel isn't about activating every channel; it's about crafting meaningful experiences that align with customer values. "You can turn on all the channels and still be as irrelevant as ever," says Fleming. The essence of omnichannel strategy lies in intentionally designing interactions that resonate with customers, rather than simply inundating them with content.
People want to feel seen. And when omnichannel is done the right way, brands are demonstrating to customers that they understand them. Indeed, a lot of mechanisms and operationalizing have to be done behind the scenes to deliver that experience, but in the end, it comes down to collecting, organizing, and utilizing data about your target segments in order to better meet them where they are.
For more, check out the on-demand webinar to access every bit of insight from our lively fireside chat with our expert panel!