Omnichannel Marketing for Medical Device and Pharma Brands

Healthcare solution brands have been dealing with the changed landscape of marketing to healthcare professionals (HCPs) for about a year now. The situation has forced brands that had not already been focusing on digital channels to onboard quickly.

The traditional one-to-one visit model had been working prior to 2020, but as COVID-19 impacted the representative-led sales model, strategies shifted. Many drug and device makers ramped up their digital communications with email, branded sites, social media, and more. They were already using multiple channels, but to be more effective, brands realized generating revenue required an omnichannel approach.

Omnichannel marketing is the practice of using integrated messaging across multiple channels – both online and offline. The practice was built on knowing that HCP audiences are not bound to a single channel, platform, or physical touchpoint.

While HCPs assert that in-person visits continue to have the highest impact – and many expect those interactions to increase once the pandemic is under control – omnichannel marketing will become a mainstay in the industry. As technologies are more routinely adopted, brands should expect to gain more traction with an omnichannel approach.

Omnichannel Is Not Multichannel

A multichannel strategy deploys multiple channels to convey information and messaging to an audience. An omnichannel approach, on the other hand, goes a step further by creating a seamless experience when HCPs seek knowledge about a product. This strategy ensures HCPs get consistent and integrated messages through multiple sources.

Omnichannel Marketing Is Challenging

Pharmaphorum once noted, “Communicating complex health information across channels, demographics and psychographics is as challenging as ever.” It requires a cohesive organizational approach that demands data resources, technology, channel mastery, and a sharp eye on regulatory and legal restrictions that moderate marketing activities. It’s not a surprise that many brands have yet to employ this strategy, even during these challenging times.

But brands that haven’t embraced omnichannel marketing fully, can do so by taking a foundational approach to their HCP model.

A Foundational Approach

As part of an enterprise-wide shift, brands should put resources, personnel, and budgets in place to holistically measure their HCP audience behaviors and connect messaging across online and offline channels.

They should identify gaps in their current state, define a future operational vision, and build a roadmap that will enable the organization to effectively progress towards an omnichannel strategy over time. Building on this foundation will enable scaling of its omnichannel capabilities, allowing device and pharma enterprises to benefit from technology and physical media investments. 

Five Steps to Omnichannel Success

According to pharma consultant firm Smart Pharma, there are five keys to omnichannel success when it comes to HCP engagements:

1. Identify each HCP preferred channels and usage patterns, such as frequency, time of the day, session duration, etc.
2. Select appropriate channels (in-person, remote visit, non-digital media, digital media) to be combined, according to a primary objective (think: messaging to convey, partnership proposal, services offered)
3. Adapt the content and format to channel specificities
4. Carefully plan the execution of the omnichannel strategy while defining the right sequence of channels and appropriate timing
5. Monitor the quality of execution and impact of the omnichannel strategy with key performance indicators

Elsevier – Part of an Omnichannel Marketing Approach

Elsevier conducted research that reveals 95% of physicians globally go online to find information. So your brand should be poised to interact with your audience in an omnichannel way. 2021 looks like a good year to launch or reinvigorate an omnichannel strategy to reach HCPs.

Consider placing your display advertising in one of our respected journals, or providing credible content to HCPs via reprints as part of your strategy. Connect with us today and find out the best marketing opportunities.

Article Written by: Alex Brown