Statistics show that over 300 million American smartphone users switch between devices on the same day. Therefore, no one can fault organizations for doing extra to catch up with the rush. And there comes the need for omnichannel marketing!
Pharma companies endeavor to catch up with the fast-paced world, but questions remain. Can pharmaceuticals wholly embrace the benefits of omnichannel marketing? What ways are best to achieve it? The good news is that we are here to answer your questions and many more. So, let’s delve right into it!
What Does Omni-Channel Pharmaceutical Marketing Involve?
Omnichannel pharma marketing involves pharmaceutical companies engaging stakeholders seamlessly across different spaces. ‘Omni’ translates to ‘all,’ ‘universal,’ ‘every,’ and ‘encompassing.’ Therefore, “omnichannel” involves and unifies multiple channels with consistency.
The omnichannel approach is a customer-centric marketing method integrating online and offline channels to promote a product. Pharma companies employ digital technology like websites, mobile apps, email marketing, and social media to propagate key messages, monitor customer journeys, and reach their target audience. Concurrently, they recruit traditional methods like banners, billboards, sales representatives, etc., to drive home the sale.
For instance, a pharma company can have a website where clients can make inquiries, place orders, and relate with their customer service department. Simultaneously, the company has a walk-in store where people can pick up their products, consult, and purchase prescription medication.
The main goal is to drive sales through brand coherence and unique voice. Fortunately, many pharmaceutical marketers achieve their marketing ROI from it. “Think with Google” claims that effective omnichannel marketing can generate up to 80% of walk-in store visits.
Google research places the percentage of Americans who regularly switch between devices daily at 98%. So, it is overkill to use single-channel marketing to effectively market pharma products in today’s world for adequate business growth. Therefore, it is time to learn that omnichannel marketing is the future of pharma marketing!
Omnichannel, Multiple Channels, And Single Channel Marketing; Diversity and Meeting Point
Fortunately, for people who keep seeking alternatives, there are three significant ways of pharma marketing. These give them the choice of tailoring customer communication and engagement to their needs and capabilities.
The three major marketing channels are single, multiple, and omnichannel. When choosing between them, one must consider cogent points like business type and needs, data privacy, regulatory compliance, and client satisfaction.
Eventually, pharmaceutical marketers can choose between either of the three or a combination after careful consideration.
Single Channel Pharma Marketing
As the name suggests, single-channel pharma marketing involves reaching a pharma target audience through a single channel. Examples of such channels are retail shops, websites, or face-to-face meetings.
Single-channel pharma marketing is straightforward and cost-effective. However, it can limit your reach and prevent thorough engagement with customers.
This method is most suitable for small pharma businesses, especially in local markets with a target audience. It enhances personalization and simple customer journeys.
Multiple Channels Pharma Marketing
Multichannel marketing involves using multiple communication channels for marketing and engaging pharma stakeholders. It can use webinars, conferences, medical journals, blogs, digital channels, and face-to-face interactions.
Its multifaceted communication ensures its presence to variable customers across different spaces. Although multichannel marketing provides an across-board encounter, the challenge comes with maintaining a consistent engagement across all levels.
Omnichannel Pharma Marketing
Omnichannel marketing is the most advanced and requires the most technology. It can be resource-intensive as it uses digital and advanced technology to integrate a customer’s data. Unlike multichannel marketing, it creates attuned, unified, seamless engagement and customer satisfaction.
Why Should Pharmaceutical Companies Consider Omnichannel Marketing?
The omnichannel strategy offers many benefits to everyone involved. From healthcare practitioners to patients and pharma companies, everyone can get a big slice of the sweet pie. Omni-channel marketing in big pharma transcends the ordinary by fostering efficient engagement to drive better health results.
With people alternating different devices, there can be disparities in tone, outlook and approaches, even when chatting with the same organization. Omnichannel marketing solves this problem by providing a cohesive outlook that prevents disorganization and confusion.
Omnichannel marketing focuses more on customer communication, delivering medical products and information right to them. The dynamic makes the patients feel more empowered, encouraging them to trust the brand more. Pharma companies use omnichannel marketing to build a solid and loyal customer base.
Improved data analytics in omnichannel marketing help with personalization and efficient marketing. It also helps forecast customer needs and align with them. Eventually, you can reduce risks related to marketing investments by preventing trials and failures using insights and evidence.
Improved Brand Engagement
With seamless customer journeys through connected channels, brands can build loyal customer bases and effectively manage their reputations. Also, you can have feedback on which you build innovations, ensuring customer satisfaction.
Optimized Resource Use
How easier is it to manage your marketing strategy than having personalized customer data at your fingertips? Making effective cost-saving decisions by directing resources to where they will yield the best results just got better! With automation and wider reach getting more accessible, you save costs and get the best marketing ROIs.
How to Create a Seamless Customer Experience with Omnichannel Pharma Marketing
With the pharmaceutical industry’s complex landscape and rigid structure, omnichannel marketing is a blessing for pharmaceutical marketers. They have marketing strategies to create a smooth customer experience that ensures customer loyalty and facilitates better patient outcomes.
It is the bedrock of omnichannel marketing. Omnichannel marketer collects and utilizes customer data to understand customers’ patterns and preferences. In turn, this helps to effectively customize content and engagement across the board.
Responsive Digital Platform
The increased technological and mobile innovations have made it easier to make responsive digital channels. From social media to websites, companies use AIs and bots to give sophisticated responses. They engage their customers and help healthcare personnel access data on the go.
The digital era has empowered patients, making them see their health as their responsibility. The awakened consciousness necessitates considering pharma customers first rather than healthcare practitioners. Omnichannel marketing is helping to foster the patient-centered approach, allowing pharma companies to relate with patients easily and directly.
Analytics And Measurement
Data is the bedrock of modern marketing, including omnichannel marketing. Therefore, marketers extensively employ analytics tools like tracking KPIs to check their engagement strategies’ performances and redefine their approaches.
Pharmacovigilance and Regulatory Compliance
Big pharma deals directly with human lives, making integrity a must. Therefore, you cannot separate the pharmaceutical industry from the stringent regulations surrounding it.
Omnichannel marketing helps pharmaceuticals adhere to the regulations strictly, including ensuring your marketing materials contain necessary information like risks and side effects.
Tapping Into Technology: Digital And Social Platforms In Omnichannel Pharma Marketing
The world is a digital society. Therefore, it is no news that the best connections, engagements, and businesses need digital and social platforms to be effective. Big Pharma’s omnichannel marketing is in the loop, using digital and social media to spread its tentacles effectively.
The question is, “What digital platforms are the best for big pharma, and how can pharmaceutical companies harness them”?
It is no surprise that the serious-minded digital platform LinkedIn tops this list. Developed for professional purposes, LinkedIn is an excellent meeting place for pharma companies and healthcare professionals. While many people know of its recruiting and networking functions, it can also be a great source of information and idea sharing for healthcare professionals and pharma marketers.
Websites And Blogs
Many pharma companies maintain blogs and websites. A user-friendly blog can be a part of your omnichannel platforms and your big break by showcasing your services to a broader audience.
YouTube is relatively more straightforward to share content like educational videos, demos, and testimonials. With its audio-visual ability, YouTube is invaluable to pharma omnichannel marketing as it can take content from zero to a hundred.
Mobile apps are an easy way to have your pharma company with you at all times. It can contain necessary information and resources for patients’ use. Also, pharma companies can use it for relevant communications, consultation, customer service and sending essential reminders.
Social Media Platforms
Statista projects an increase to almost six billion social media users in 2027 from 4.59 billion in 2022. Therefore, it is a big blunder for any marketer to underestimate social media, a bigger blunder for omnichannel marketers.
What is more important is to be futuristic in harnessing the power of social media. Social media platforms for omnichannel pharma marketing include Facebook, Instagram, X (formerly Twitter) and Ticktock. You can use these platforms to send messages, connect with the audience, share information, break news, raise awareness, etc.
Case Studies: Successful Omni-Channel Campaigns
Omnichannel communication is not new in big pharma. Many pharmaceuticals have used seamless omnichannel strategies to engage with their clients. While not all these marketing campaigns yielded the desired results, big pharma has recorded many success stories of omnichannel marketing.
For instance, Novartis took the initiative in 2014 to not only educate the world about multiple sclerosis but also let the patients know that they are not alone. They tagged the campaign “Living like you” and partnered with MS bloggers globally to deliver raw, honest and relevant sclerosis stories through many platforms.
The marketing campaigns include a website, social media platforms and a YouTube channel, giving the audience multiple synchronized channels to connect. The initiative was a huge success, with the world feeling its impact to date, close to ten years later.
Similarly, Sanofi had also launched a ‘Diabetes co-star initiative’ in 2013. This program has a substantial digital presence, using a website, mobile app, and social media to reach far and wide. Taking things further, they liaised with healthcare professionals and organizations, ensuring that people get their message even in the remotest place.
And what is the message? The message empowers diabetes patients and people around them with the knowledge and tools to adequately manage their health.
Future Trends in Omni-Channel Pharmaceutical Marketing
With technology not planning to stop evolving radically anytime soon, it is safe to say that big pharma omnichannel marketing will keep transforming. As new technology and trends emerge, you should look forward to new shifts that will keep big pharma relevant and effective. Some of the things you may see in future years include
Data security is a crucial concern in big pharma. Due to the delicate nature of the pharmaceutical industry, there are continuous efforts to ensure customer data privacy to protect pharmaceuticals from regulation breaches and patients from harm. The coming years will see improved use of blockchain technology to ensure data privacy in big pharma omnichannel communication.
Artificial Intelligence and Machine Learning
AI and ML have continued improving marketing efforts through predictive modeling and data analysis. You can expect revolutionary bots and chatbots in big pharma omnichannel marketing, just like it has been present for a while in other industries.
COVID-19 came with some perks, including letting the world know that relating virtually is possible and advantageous. Big Pharma has tapped into these benefits with initiatives like virtual consultation, and we hope to see more of these in the coming years.
Pharma companies adopting omnichannel marketing is encouraging as it benefits them and other healthcare stakeholders. While the challenges are many, the goals are worth it. Pharma omnichannel marketing is fast growing, characterized by key factors like personalized customization and patient-centered approaches.
Therefore, there is no better time to start your journey toward improved and cost-effective marketing strategies that make your brand a favorite. Platforce specializes in making your Pharma marketing journey as seamless as possible; and we’re just one click away!