Omnichannel strategy: a valuable data source for customer profile generation
An omnichannel approach allows pharma companies to meet customer needs in a targeted way according to any customer’s preferred communication medium.
By on Jan 12, 2024An omnichannel strategy allows pharma companies to be more targeted when communicating with customers. Meeting customer needs – either HCPs or patients – means delivering personalized content and providing curated experiences. For example, HCPs can be sent emails with information relevant to their specific interests, with links to a website that can provide more detail. Via email, HCPs can be invited to in-person events, which can be a valuable networking opportunity for delegates, including company representatives.
Omnichannel allows for unstructured data collection, enabling pharma companies to build an even more comprehensive understanding of patient and HCP needs. Data can cover customer behavior, preferences, attitudes, demographic, values, among others.
Data analysis allows the company to derive insight on what are the most impactful HCP touch points and their prescribing preferences. These insights can drive improvements on which HCPs should be targeted, channel mix, product positioning and messaging specific to individual HCPs. Findings can be passed to sales and marketing teams to help them have more engaging and impactful conversations with customers.
Customer feedback loops are essential as they provide direct insights into what matters to the customers and can add further context to data. For instance, commercial and marketing teams can evaluate feedback, enabling them to successfully address specific HCP needs such as preferred content format on specific devices at specific times of the day. Feedback can also be integrated into product development plans.
There should be a harmonized internal approach to customer data collection and the design of cross-functional key performance indicators (KPIs). Also, there should be consistent incentives across business units. These solutions allow for agility in identifying opportunities and risks across functions and an atmosphere of learning from successes and failures. KPIs establish expectations among departments and provide business leaders with an overview of how the business or individual departments are performing.
Actionable Insights:
- Data generated from an omnichannel approach can be used to produce insights, such as customer behavior, preferences, attitudes, among others: These insights allow for targeted customer-engagement strategies
- Integrating customer feedback loops allows direct engagement from customers: Providing context to data
- Aligning internal systems and key performance indicators (KPIs) across various business functions: Ensuring speedier analysis and identifying opportunities
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