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Digital engagement | Engagement planning

5 reasons why omnichannel creates great engagement  

19 Mar 2024 | By Hazel Lodge
Whether you call it omnichannel, or customer engagement, it is critical to achieving effective pharma marketing and brand optimisation.

Firstly, if you’re not fully up on the term, what is omnichannel? Omnichannel refers to providing a seamless experience for customers wherever they interact with your brand across multiple channels – online, mobile, social media, email, in-person, etc. 

Pharma has been slow to embrace omnichannel marketing, or tried but been unable to fully connect the dots.  

However, those who have managed to join up all the channels successfully are reaping the benefits through CRM and brand insights, digital and in-person engagement and consented contacts.  

We should know, we built a full in-person and digital omnichannel solution for a client which delivered: 

  • 1550+ consented contacts 
  • Meeting registration increase by 157%  
  • Conversion rate 30% higher than industry average 

And best of all  

  • 48% of event attendees declared they were more likely to prescribe following attendance 

With HCPs being consumers first and foremost, and incredibly busy, it’s increasingly important to be where they are, when they are looking and, engage with them as their consumer brands do – though, clearly, in a compliant way.  

If you still need convincing, here are 5 reasons why omnichannel creates great engagement. 

1. More opportunities to connect 

With omnichannel, pharma brands can reach HCPs through the channels they already use on a regular basis. For example, online portals provide relevant multimedia resources at the click of a button, sequential email comms move them through the brand adoption ladder, social media, when used compliantly, facilitates professional networking or awareness of upcoming activities, and sales reps foster key in-person relationships.  

2. Personalised experiences  

Omnichannel allows you to drill down from broadcast or one to many communications, through tailored messaging targeting specific personas and prescribing stages to the ultimate goal of interacting with individual HCPs with information they need, when they want it, in the format they prefer.  

Data and analytics help marketers understand which channels specific HCPs prefer and what information matters to them most. This level of personalisation helps build stronger relationships. Our AI-based CRM builds full data and insights powered by AI to drive next best actions for in-person engagement.  

3. Consistent branding 

An omnichannel approach enables seamless, consistent branding across channels. HCPs recognise your brand when they see emails, online ads, events and materials from sales reps. This familiarity of consistent brand message at every turn builds trust and credibility. And when conducted strategically you can drive them towards prescribing.  

4. Convenience and accessibility 

HCPs are busy people and omnichannel provides them with convenience and easy access. They can find information, connect with sales reps, and provide feedback in their own time through their channel of choice. It makes it easy for them. 

5. Higher engagement  

With omnichannel engagement, HCPs are more likely to engage with brands because it fits their needs and preferences. A study found that omnichannel customers had a 30% higher lifetime value compared to those who use fewer channels. More engagement means brands can build awareness, educate HCPs, and ultimately drive sales through their strong omnichannel strategy. 

In today’s digital, mobile age, omnichannel marketing is ticking all the boxes when it comes to engaging HCPs. It provides convenience, personalisation, consistency, and accessibility through the right mix of digital and in-person channels.  

This makes it a great approach for pharma brands looking to connect with, and persuade, HCPs in a crowded marketplace.  

A comprehensive omnichannel strategy is now an essential pillar of marketing success in the healthcare sector.