Is Omnichannel Strategy Exclusively for Matured Brands?

Written by -Harpreet Singh

Is Omnichannel Strategy Exclusively for Matured Brands?

Many see omnichannel marketing as the playground of established pharma brands, leaving the early-launch or pre-launch brands questioning its relevance. In my opinion, omnichannel marketing is not an exclusive club; in fact, it can provide an early boost to the launch brands. Let’s understand how.

Crafting a 360-degree Customer Profile

The first step in the omnichannel journey is to develop deep understanding of your target HCPs. It’s crucial to build a comprehensive customer profile by connecting the disparate data points. The HCP 360 unlocks many key insights such as:

Identifying Early Adopters
: Determine which HCPs are early adopters of analog products. This knowledge is invaluable as these HCPs could be more open to trying new products.
Understanding Prescription Behaviors
: HCPs are not a homogeneous group. Some may have distinct prescription behaviors. By segmenting them based on their prescription behaviors, specialized campaigns can be created to resonate with them.
Patient Population Analysis
: Knowing the type of patient population served by HCPs can help you fine-tune your messaging.
Referral Patterns
: Understanding the referral patterns could help you identify the Key Opinion Leaders (KOLs). It could also help in unlocking access barriers for hard to reach HCPs.

Discerning Channel Preferences

Teasing out the channel preferences will ensure that you are meeting the HCPs where they are available.

Digital Proficiency
: Identify which HCPs are digital champions and who are digital novices. This helps in personalizing your communication approach. Digital champions may appreciate more technologically advanced resources, while digital novices may prefer, a simplified traditional approach.
In-person vs. Virtual Engagement
: While some HCPs may be open to in-person visits, others might prefer virtual calls, webinars, etc.
Social Media Activity
: Monitoring the social media activity of the HCPs can not only highlight the platform of their interest but can also provide a view into their affinity towards your competing products.

Identifying Unmet Needs and Interests

Identifying unmet needs and using a fitting messaging can go a long way in building relationship with the HCPs.

Page visits
: Keep track of which HCPs have visited the product information page. This indicates that HCPs are actively exploring your offerings.
Message Resonance
: Analyze which messages are resonating the most with HCPs. Tailor your communication based on what has proven to be the most effective in engaging the HCPs.
Sample Requests
: Take note of HCPs who have raised requests for product samples. These are hot leads who are actively considering your product.

In addition to driving the personalization, Omnichannel strategy enables pharma firms to

broadly target

a larger pool of the

HCP audience

across various channels. By leveraging this wealth of information and tailoring outreach to address unmet needs, using the right messaging, delivered through the most suitable channels, launch brands can establish trust, build credibility, differentiate themselves and carve out a unique brand positioning.

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