Omnichannel solutions

Omnichannel marketing in pharma and MedTech requires selecting and sequencing channels to deliver the right message at the right time to the right person. This provides a more engaging brand experience for HCPs, and it makes better use of your marketing resources by unifying channels into a coherent system. Instead of multiple disconnected channels with roughly the same messages, you now have channels that reinforce each other and encourage deeper exploration of your product story.

Anthill enables you to fully implement omnichannel in pharma — providing the overall strategic approach and the content ecosystem that makes personalised HCP engagement possible at scale. Talk to us about your opportunities for creating more effective and engaging brand communications.

In the past, digital channels worked independently — operating as silos of information. An HCP would see roughly the same messages in each channel and be required to search and sort the information themselves. This multichannel approach is now being replaced by omnichannel. Omnichannel is a digital ecosystem in which channels and content connect. This enables a new way of working. You no longer repeat the same information everywhere. Instead, you move people through your ecosystem — designing customer experiences that, by responding to different profiles, are more relevant and engaging.

For example, an HCP receives an approved email with information relevant to their specific interests. They then click a CTA to a website that has more detailed information. Later they receive an invitation to a remote detailing session. During this meeting, the rep invites the HCP to a webinar that presents the latest scientific data. In this way, the content and channels are all related but the story builds over time. This encourages HCPs to keep exploring.

Read our in-depth guide to pharma omnichannel marketing

With omnichannel marketing, you enable HCPs to explore your content in full. By mixing channels and content formats you build customer journeys that keep people clicking and learning. In this way, the infrequent and disconnected engagements of the past become a connected experience that strategically moves people up your adoption ladder.

Omnichannel marketing benefits greatly from customer data. Working with customer profiles enables you to be more precise in your communications and far more relevant to HCPs needs. Now you can match messages to specific customer profiles and deliver the right experience to the right person — keeping people engaged.

As market understanding increases with better data, you can work in an agile way — delivering a continually improving experience at each step of the customer journey. By tracking each touchpoint’s performance and regularly optimising the content, you continually improve the overall health of your digital ecosystem. And that means increasingly relevant communications that get your brands noticed.

The perfect omnichannel strategy calls for the means to implement it fully. In pharma, the big challenge is production volume. By definition, personalising the HCP experience requires more content. Rather than ‘one message for all,’ omnichannel entails multiple messages targeted to different HCP profiles. Things become complicated quickly, and content demand can soon exceed supply.

To make omnichannel possible at scale, Anthill partners with you to bring efficiencies throughout your supply chain—production, Medical / Legal reviews, localisation, and content delivery. That is achieved by optimising existing processes and implementing new technologies, such as content authoring and compliant generative AI, to scale production.

The result is an efficient content ecosystem that enables you to meet growing HCP expectations for personalised experiences while accounting for the realities and complexities of pharma marketing. Content becomes easier, faster and far cheaper to produce than was possible with legacy systems.

Anthill provides the expertise that takes you from the initial strategic framework all the way to analytics that demonstrate ROI. This might be a major cross-organisation project in preparation for a key product launch. Equally, it could be smaller interventions that unlock the benefits of omnichannel in your existing HCP engagement. Got a specific challenge? We can also lend our experience to just one or two aspects to get things running properly.