MM+M editor-at-large Marc Iskowitz kicked things off by asking Susan Abedi, chief strategy officer at 81qd, how she’d define that new and oh-so-popular term, “omnichannel.” “With multichannel — the buzzword of three years ago — you’re looking at individual channels of engagement,” said Abedi. “Omnichannel brings them together, with the HCP at the center. And that engagement can be digital and in person — MSLs, Congress support, multiple channels.”

Abedi talked about mapping the ways in which different physicians treat patients — creating a clinical journey that leverages real-world data to show how physicians are engaging and to understand their challenges — then building off that for your omnichannel strategy.

Having a company’s commercial and medical teams work together, said Abedi, will only provide more value to the customer — whether it’s the sequencing of touchpoints or other activities. Citing compliance reasons for the commercial/medical divide, she spoke of clients sharing information internally, “disclosing which channels are being used on the commercial side and on the medical side. They’re also sharing interactions, where appropriate. Developing an integrated plan means the physician isn’t bombarded with messages from medical and commercial on the same channel.”