Experiences

Omnichannel solutions

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Deliver the perfect HCP experience

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 not only provides a richer and more engaging brand experience for HCPs, but it also makes better use of your marketing resources by unifying channels into a coherent system.

Anthill Agency can partner with you on all aspects of omnichannel marketing — developing the strategic approach, the content that fully engages HCPs at each touchpoint, and the technology that delivers it. Talk to us about your opportunities for creating more effective and engaging brand communications.

Connected channels

In the past, digital channels worked independently — operating as a silo 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, enabling you to create individual customer journeys at scale.

Omnichannel is a digital ecosystem in which channels and content connect. This enables a new way of working. You no longer have to repeat the same information everywhere. Instead, you can move people through your ecosystem in different ways — designing customer experiences that 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. The communication, therefore, is designed around an individual's needs, keeps evolving, and builds over time.

Read our in-depth guide to pharma omnichannel marketing

Deliver the right message to the right person in the right way

Orchestrate channels around customer needs

Build an ecosystem of connected digital channels

Match content to specific customer prolies

Create tailored experiences for specific HCP profiles

Track HCP interactions to improve marketing and services

Anthill’s omnichannel solutions unite strategy, technology and content

Driven by data

Omnichannel marketing benefits greatly from customer data. Rather than ’one message for all’, 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 types 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.

Difference in message delivering for better customer journey
Data enables more targeted customer journeys

Case study: Omnichannel HCP engagement

Discover how a major pharma company empowered affiliates to work with customer journey planning
for more targeted HCP experiences.

learn more

Anthill Agency omnichannel services

Anthill can partner with you throughout the omnichannel marketing process — providing expertise that takes you from the initial strategic framework all the way to analytics that demonstrate ROI. Got a specific challenge? We can also lend our experience to just one or two aspects to get things running properly. Let us know what works for you.

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Strategic framework

Set up for success. Get the core strategy with customer profiles, channel selection and sequencing, message creation and orchestration, and analytics to track engagement.

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Technical solution

Partner with our technology experts to ensure that everything works as it should. And experience smart content management solutions that speed approvals and empower affiliates – while increasing your content oversight and control.

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Content excellence

Get a behaviour-changing result at each step of your customer journey. Anthill's experience in digital content ensures that you get the maximum impact in a way that is both efficient and cost effective.

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Affiliate engagement

Empower affiliates to act with confidence. Take account of the ‘Human Factor’ and ensure that everyone fully understands, supports and implements the customer journey strategy in their markets.

What do you want Anthill to do?

Pharma is now focused on the HCP experience, providing smart communications that are designed around the customer and driven by data insights. Omnichannel engagement is a daily reality. Those companies that do it well – delivering quality connected experiences to HCPs every day – are operating with a considerable competitive advantage.

  • Provide my omnichannel engagement strategy and framework

  • Orchestrate channels to meet to deliver the required HCP experiences

  • Build content designed specifically for omnichannel marketing

  • Apply modular content to speed MLR approvals and asset building

  • Engage affiliates to ensure the strategy is implemented locally

  • Track HCP engagement to confirm effectiveness

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Anthill

Learn what's possible

Speak to an Anthill strategist and hear how we implement pharma omnichannel at local, regional and global levels

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