From silos to systems: Powering omnichannel marketing
Effective approaches shared during a Convene webinar for integration and creating a seamless experience.
Despite the quest for omnichannel activation in pharma, there continues to be more channel diversification than true unification. And in a hybrid world, an evolved architecture is more necessary than before to create successful engagements with healthcare providers (HCPs) and patients.
During a recent webinar, Jack O’Brien, digital editor of MM+M, moderated a discussion between Merge’s Bob Deininger, VP and media leader; Kelly Hopler, VP and strategy leader; and Pat McGloin, chief client officer and life science practice lead, about how to evolve a brand’s omnichannel approach and measure success.
Omnichannel is “a system that helps to flow the user or the customer from that key point of awareness and pull them down into that conversion, as well build trust and your brand’s reputation,” Hopler said. Data helps ensure that “we’re planning across the journey and key touch points based off of our key audiences.” To achieve specific goals, brands must understand not only “what the data is telling us about our target and how to connect with them, but also where the gap is.”
When approaching omnichannel, start with the five Ps: purpose, position, promise, personality and proof. “Purpose aligns the company internally on the higher calling; positioning is driving differentiation from competitors; the promise is used to crystallize and tell your story from a rational and emotional perspective; personality is critical to creating your identity; the proof is where omnichannel comes in,” McGloin explained. “The experience you create is what makes you and your brand credible.”
It’s critical to create an experience for patients and HCPs that reinforces those five Ps. For example, “if the brand personality is built around simplicity, every touchpoint has to deliver on a simplified experience,” McGloin said. Data insights help a brand “demonstrate to targets that you know them, you value their time and you know what information they’re looking for in their journey.”
