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 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.

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. 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.