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