We want to share some tips and tools to inspire your omnichannel journey.
Keep in mind that we are always happy to chat, contact us! Or take our omnichannel assessment here.
These tips can be summarized as:
Omnichannel should be the use of multiple channels to create a consistent customer experience. The pharma industry is great at creating innovative products, the value for patients and healthcare professionals is clear when it comes to what the product has to offer. It is also true that physicians seek lectures organized by pharma to learn about the new trends, so congresses and webinars are the “go-to” channel to deliver the message, unfortunately, companies are often impressed by certain channels that sound promising but too often don’t deliver, or they struggle of combining channels. Hence, omnichannel doesn’t start with channels:
It is easier to see the commercial value that a team can create when we define “I want people to be able to ask their GP to look at certain symptoms” than to see how an open rate of 25% helps increase disease awareness. The need for interconnected steps becomes clearer when your entire system works towards a goal. The constant question is “what then?”.
At PharmaRelations we have created 5 pillars that can support your organization in becoming more omnichannel. Download our brochure here.
Out of the box services to navigate the transition:
PharmaRelations have over 150 client-based consultants working across the Nordics and another 50 office-based consultants in our seven life science hubs across the Nordics. We are relentlessly working on adding new services demanded by the industry and adding new experts to our competence hub.
Create value
To be customer-centered, or in this case, patient-centered/HCP-centered has everything to do with anticipating their wants and needs, rather than bombarding them with the message you want to communicate.
Instead of asking backward, the early identification of the needs of the users can guide upcoming initiatives. A simple recommendation is to sit people who know the audience and “pick their brains”.'
Take advantage of the experience of your team in the industry to create some “hypotheses” and test them, the goal is to pursue the delivery of value early and often over waiting for perfection.
Beyond focus groups, there are plenty of ways to learn them, you just need to have the right tools to do so, an easy one is social media, what are people talking about? You can also follow up on the questions asked after webinars or set polls during your meetings, what is the experience of your representatives and MSLs? No matter the strategy, the point is to listen and try to understand.
Make it simple: Start by defining your audience and then 3 questions:
Check out our user-friendly templates to guide an initial understanding of your audience.
PharmaRelations services to navigate the transition:
PharmaRelations add value to your organizations in a multitude of ways. We ensure the highly specialized knowledge and know-how that you need in every situation. We advise you on talent for Life Science, based on our vast knowledge in the sector. We add agility to your organization. Instead of having fixed resources, we help you to have the right resources at any point in time. We help you to grow your company with the talent you need.
Consider metrics and data
Data starts when an objective and a channel are selected, and not after the activity has been performed and top management asks: “how is everything going?”; hence, it is important to keep them in mind from the beginning of the strategy definition. It is in their nature that digital channels generate more accurate data than traditional channels, so simply anticipate common questions and plan accordingly. The questions are not usually answered by just looking at open rates, the number of slides shown, or the number of attendees, if your omnichannel strategy is correct, your data should show you how your audience is transitioning from one channel or phase of the journey to another, as result you would need:
PharmaRelations has developed a diagnostics tool focused on Omnichannel and data Access it here.
PharmaRelations´mission is to grow and strengthen the competitive edge of the Life Science industry in the Nordics. We grow by becoming enhancing our focus by following a clear strategy. Many of our new associates during 2021 have been in specialist areas that we have strategically decided to be leaders in, some are in new areas that we have added to increase our scope.
Read more about PharmaRelations here
Invest in skills and professional growth
Organizations that can better prepare to face uncertainty work on three fronts: get clear on their objective; it is clear for them how they create value and what makes them unique, but more importantly, a culture that allows the growth and appreciation of their staff. Digital is not a department; it is a new environment. As such, Digital needs to be included in the organizational goals. Digital can be used by medical and commercial just as much as both sides can contribute to the customer experience. Having said that, there is a strong need for more digitally savvy employees in different departments. Employees fear change and might not want to change their current tasks, but motivation grows when professional development is clear.
Services to navigate the transition:
Your next omnichannel assignment
Persona workshop
Agile marketing team
Avoid silos
Value creation comes from having an omnichannel customer experience across the organization, no matter the touchpoint. In this sense, at least; CRM, medical, commercial, digital positions, IT, salesforce, marketing coordinators, and data analysts need to be aligned and talk to each other, that is not only to have them all sitting in meetings where only some talk, but to make their interactions more natural. Here are our suggestions to start collaborating:
Inside your organization:
Outside your organization
Services to navigate the transition:
Consultants at PharmaRelations have important roles in the organizations of our clients exceeding in expert positions, but also bringing innovation and new ideas and routines. Sometimes to revitalize a team. A consultant has the possibility to see many different companies and organizations, experience different leadership styles and values, and then use all that knowledge to help new customers.
Value reflection
Allow yourself time to reflect and make it part of the process. Prioritize learning through experiments and data over opinions and conventions. Moreover, transparency, accountability, and digital collaborative environments can help release stress and plan workload in a better way.
Easy actions:
Services to navigate the transition:
Facilitator
Omnichannel manager
Data analyst
Our solutions may be long-term or short-term, full/time or part-time, single or multiple consultant approach, senior or junior competence. We can offer solutions that cover one or all Nordic countries. We prefer to create long-term value and work in partnership, but also take on smaller projects, solve peak capacity problems and help you with limited projects.
Do not hesitate to contact us to find out more about our omnichannel solutions:
Anders Tjerngren
anders.tjerngren@pharmarelations.se | +46 70 165 22 79
Marie Palacios
marie.palacios@pharmarelations.se | +46 76 059 44 15