• Increase your marketing impact and value to HCPs
• Orchestrate channels to deliver content effectively
• Match content to HCP profiles for personalisation
• Sequence channels and content into customer journeys
• Make better use of marketing resources by unifying channels into one coherent system.
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 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.
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.
Learn how a clear framework enabled a leading pharma company's affiliates to implement an omnichannel HCP engagement strategy
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. 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 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.
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.
Set up for success. Get the core strategy with customer profiles, channel selection and sequencing, message creation and orchestration, and analytics to track engagement.
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.
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.
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.
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. Companies that do it well — delivering quality connected experiences to HCPs every day — operate with real competitive advantage.
Provide my omnichannel engagement strategy and framework
Orchestrate channels to deliver the required HCP experiences
Build content designed specifically for omnichannel
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