Effective multichannel marketing (MCM) can increase pharmaceutical companies’ top-line growth and reduce operational costs. MCM unlocks cross-channel value by orchestrating interaction with customers with efficient communication across all touchpoints supported by actionable customer insights through business intelligence. Companies should see MCM as more than an ad-on to the traditional marking mix: it is a key mechanism to coordinate all off- and online interactions with customers.
Pharmaceutical companies have access to all customer information necessary to take advantage of MCM, especially valuable data of physician and pharmacy interaction from both digital marketing campaigns and face-to-face (f2f) interactions. However, many pharmaceutical companies lack a smart and comprehensive approach to extract all that information and use it, to approach customer individually.
The following key trends primarily affect pharmaceutical companies in doing their business:
An effective MCM will orchestrate information and all customer activities throughout the entire organization and beyond to enhance customer experience and to build long-term relationship. This leads us to focus on four steps:
Our approach will provide transparency on capability due to our dedicated maturities assessment of different organizational levels as people & organization, processes and technology.
Capabilities for “Deliver and engage through multiple channels”
In the current challenging pharmaceutical industry, MCM could no longer be seen as an add-on marketing capability. We expect that companies that follow our MCM approach can significantly increase their top-line growth and/or reduce operational costs. They will be able to enhance customer experience by streamlining customer processes, services and generate real insights by using data to become more familiar with their client and understand his preferences and needs.