Omnichannel Reps

From Information Providers to Orchestrated Omni-Channel Partners!

😉Pharmaceutical sales model is changing. Traditionally, medical representatives focused on delivering information to HCPs. But today’s physicians have more nuanced expectations, seeking a blend of information, services, and emotional connection during interactions!

Research by Smart Pharma (2016-2021) suggests physician expectations are influenced by:

-External factors:Industry trends,competitor activity, and healthcare regulations.
-Internal factors: Past experiences with med reps and the pharmaceutical company.
– Physician personality: Some physicians prioritize data-driven information (“Information Seekers”), while others value rapport and trust (“Emotion Seekers”).

The “Seeker Portrait” model helps med reps identify an HCP expectation:

🤔- Information Seekers: These HCPs want in-depth clinical data, evidence-based medicine updates, and the latest disease-related news.
🫡- Service Seekers: They value practical assistance, like reimbursement codes or patient education support materials.
😊- Emotion Seekers: These HCPs appreciate a positive and respectful interaction, where the med rep acts as a trusted partner.

✨️The Rise of the Orchestrated Omni-Channel Rep

HCPs’ dominant expectations can vary depending on the specific situation and brand (established vs. new, innovative vs. generic).
To effectively influence their behavior, med reps must adapt their approach.

This is where the concept of the “orchestrated omni-channel rep” comes in

These reps leverage a combination of communication channels – face-to-face meetings, digital tools, and remote detailing – to deliver the right information, services, and emotional connection to each HCP based on their unique needs.

By understanding the “Seeker Portrait” and embracing an omni-channel approach, med reps can become more effective partners in improving HCPs engagement with Pharma!


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Data Silos!

🤔 Are you creating a campaign for your product?

🙄 Do you need customer insights, competitor analysis and struggle to collect this essential information?

Very often we face a labyrinth of data in disconnected systems. Customer demographics sit in one platform, website analytics in another, and competitor research is locked away in a third. This fragmented picture, the result of data silos, makes it almost impossible to get a holistic view of our marketing environment.
🤷‍♀️ The Challenges of Siloed Data:

📊 Blinded by Fragmentation: Critical data on our target audience, campaign performance, and competitor strategies becomes fragmented and siloed. This blcks our ability to develop a comprehensive marketing vision and build a data-driven strategy.

🤦‍♂️ Misguided Decisions: Without a unified view of our marketing data, we’re left making decisions in the dark. Targeting the wrong audience, overlooking key trends, and misallocating resources are just some of the potential consequences.

🤦‍♀️ Missed Opportunities: Valuable insights on customer behavior, campaign effectiveness, and market shifts remain hidden within silos. This translates to missed opportunities to optimize campaigns, personalize customer experiences, and stay ahead of the competition.

📢 How can we break Down the Walls?

💡 The good news is, there’s a path towards data-driven marketing clarity. By implementing a unified data platform, you can transform the way your marketing team operates.
Swipe right to find out more:


Omnichannel Implementation

🤔 Why We Know Better, But Do Worse?

🤗 The idea of a seamless customer experience across all channels is the holy grail of modern marketing. We call it omnichannel, and there’s a mountain of evidence showing its effectiveness. Yet, many companies struggle to translate theory into reality!

The Implementation Gap
Here’s the challenge:
🙎‍♀️ Silos: Traditional organizational structures often compartmentalize marketing, sales, and customer service. This makes it difficult to create a unified customer journey.

🤷‍♂️ Companies get stuck in a multichannel approach: simply adding new channels without integrating them. This leads to a confusing and disjointed experience for customers.
Bridging the Gap: Building an Omnichannel Mindset!

💡 The solution lies in a cultural shift. Here are some tips to get your company on board:

🔎 Make the Case: Use market trends, customer feedback, and data to showcase the urgency and potential of omnichannel.

🧐 Paint a Vision: Inspire your team with clear communication and leadership buy-in.

👫 Communicate Effectively: Utilize internal newsletters, webinars, and existing communication channels (brand plans, marketing plans) to keep everyone informed.

✌ Co-creation is Key: Involve stakeholders from the start and tailor strategies to specific markets and brands.

🤜 Continuous Learning: Regularly assess team needs and offer training resources to bridge any knowledge gaps.

✨ Focus on Quality Over Quantity
Don’t fall into the trap of being present on every single channel. Prioritize creating positive customer experiences. Understand your audience, segment them effectively, and deliver the right message through the right channels.

The Takeaway
📢 Omnichannel is not a luxury, it’s a necessity. By overcoming implementation hurdles and fostering a customer-centric culture, you can create a seamless experience that sets your brand apart!

Post inspired by “10 Omnichannel Business Challenges and How to Avoid Them” Article
Axtria – Ingenious Insights

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Storytelling & Pharma

🙄 Once Upon a Time in Pharma…There Weren’t Any Stories

Once upon a time in pharma, marketing messages were as dry as a chemistry textbook 😟 Facts and figures ruled and information were forgotten. But then, a curious thing happened…

🎇 Storytelling Woke Up the Sleeping Giant

Consumer brands, like the mighty Nike with its “Find Your Greatness” campaign, discovered the power of stories. They weaved tales of everyday athletes pushing their limits, sparking emotions and inspiring viewers. The message? It wasn’t just about shoes, it was about unleashing your own inner champion.

👨‍⚕️ Pharma Said, “Wait, We Can Do That Too?”

Absolutely! In the complex world of pharma, there are lessons to be learned from the storytelling approach. Here’s why:

👩‍🔬 Science with Soul: We can weave captivating narratives around data, making clinical trials come alive with stories of patients overcoming challenges and achieving life-changing results.

🎉 Memorable Moments: Facts are important, but stories stick. By using clear language and relatable experiences, we can create a lasting impression on healthcare professionals and patients alike.

😊 Building Trust, One Story at a Time: Sharing honest narratives about a drug’s journey, from initial research to real-world impact, fosters trust and transparency.

🏆 Your stories can position your brand as a champion for specific values and patient experiences!

Pharma Happily Ever After 😄

The healthcare systems wants connection, and storytelling is the bridge. By putting the human experience at the center and creating narratives that resonate on an emotional level, pharma marketing can build trust, engagement, and ultimately, a healthier future for all.

#pharmamarketing #storytelling #healthcare
Post Inspired by PME – Impact Of Storytelling In Effective Communication

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KPIs Dashboard

🤔 We all know millions of impressions sound impressive, but do these numbers tell the whole story?
🤷‍♂️ The answer is no.

👩‍💻 We need to move beyond passive engagement (likes, views) and focus on active engagement (downloads, form submissions) and interactive engagement (in-person meetings).

📈 Forget about traditional KPIs, focus on the KPIs that really gives us an overview of your customer experience!
2 Simple and effective focus:

😊 Customer interactions : track how many times people engage with your marketing efforts across various channels, like email clicks, website visits, and social media interactions. This helps understand how well your campaign reaches and engages your audience.

🕵‍♀️ Customer experience : goes beyond just interactions. It focuses on how satisfied customers are with those interactions, including aspects like service quality, website navigation ease, and overall user experience. A positive customer experience is crucial for building brand loyalty.

📉 Translated into key metrics :

1- Clicks that Count (CTR): Are your ads resonating? A high CTR shows your message is reaching the right audience.

2- Happy Customers, Happy Business : Track satisfaction through surveys and feedback. Loyal customers are your biggest advocates!

3- Turning Clicks into Conversions: This metric shows how well your omnichannel efforts drive sales. Every interaction is a step closer!

4- Lifetime Value Matters (CLV): Track the total value a customer brings over time. Your strategy should nurture long-lasting relationships!

5- Customer Engagement is Key (CES): Are patients actively interacting with your campaigns? A high engagement score means you’re on the right track!

6- Loyalty is Priceless (CLS & NPS): Track how many patients stay loyal and recommend your brand. Delighted patients are your best marketing tool!

Please share your thoughts in the comments!

Post inspired by “4 KPIs to measure ecommerce omnichannel marketing strategy” article

#omnimeasurement#CX #customerengagement

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Patient centricity

👂 We frequently hear the phrase ‘patient-centric’ in the Pharma industry over the past decade.

🤔 However, can we honestly assert that patients are now at the forefront of our pharma strategy?

Unfortunately, while we may have the desire to do so, we often lack the methodology to truly capture the voices of patients.

✨ The patient centricity barometer by ZS can assist us in:

1- Identifying gaps in education and support
2- Enhancing treatment adherence
3- Minimizing financial burdens
4- Developing programs that address health disparities

🙍‍♂️ Medical affairs teams play a crucial role in this endeavor by:

1- Collaborating with Patient Advocacy Groups (PAGs) to refine trial designs and patient recruitment
2- Ensuring patient perspectives are integrated into early-stage drug development
3- Creating educational materials for both patients and healthcare providers

😷 Patient-centricity revolves around enhancing treatment experiences and improving outcomes for all patients.
How is your organization incorporating the patient voice?


#pharma #patientcare #medicalaffairs

The Omnichannel Rep

🤔 Remember the buzz about digital channels replacing sales reps in life sciences? Didn’t quite happen!

👍 Instead, we’re seeing a great shift towards omnichannel orchestrators. These reps are no longer just salespeople, but conductors of a multi-channel customer experience symphony.

👇 Here’s the journey reps take to become orchestrators:

🙍‍♂️ 1. Informed Rep:
Sees past interactions with HCPs
Can send pre-approved emails
Promotes the value of other digital channels (e.g., self-service portals)

🙋‍♂️ 2. Influential Rep:
Leverages data to personalize messaging
Receives suggestions on next-best actions based on HCP profiles
Reports results and insights

💁‍♂️ 3. Orchestrator Rep:
Manages all communication channels for their assigned HCPs
Collaborates with MSLs, marketing, and medical teams
Delivers a seamless HCP experience, driving engagement and access

📩 The key takeaway?
Reps aren’t disappearing; they’re evolving into strategic partners who leverage technology to personalize experiences and drive results.

#LifeSciences #SalesTransformation #Omnichannel

Customer needs

📣 Forget features, focus on feelings! Today’s customers want experiences that resonate, not just products !

🧑 Engaging customers isn’t just about offering products or services—it’s about delivering an experience that resonates with their needs and desires.

According to recent insights from PwC, the key to capturing customer attention lies in understanding what they truly value.

Here’s a snapshot of what matters most to consumers:

🚀 Speed and Convenience: Nearly 80% of American consumers prioritize speed, convenience, knowledgeable assistance, and friendly service. This sentiment is echoed globally, with consumers outside the U.S. valuing speed even more highly. Whether it’s instant service or same-day delivery, speed is a game-changer.

💻 Technology that Works: Customers expect technology to seamlessly integrate into their experience. Websites and mobile apps should boast elegant, user-friendly designs, and automation should enhance—not hinder—the experience. However, technology’s advancements are meaningless if they don’t prioritize speed, convenience, and timely information delivery.

But speed isn’t everything. Customers expect technology to work seamlessly behind the scenes, only noticing it when it disrupts their experience.

💡 The key takeaway? Technology is a tool, not the destination. It must serve the core values of speed, convenience, and timely access to information to truly resonate with customers!

Post inspired by a PwC article: Experience is everything: Here’s how to get it right


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Global Vs Local

This week marks the end of a project with a major objective: to co-create an omnichannel communication strategy for a leading brand, in collaboration with the Global team and its most important key markets.
The project involved a series of workshops spread over three months.

🙄 As is often the case with such projects, the initial request from the Global client was to collect insights from the field in order to create the best possible omnichannel, orchestrated campaigns. However, throughout the project, other, unarticulated requests came to light. These often involved pacifying a tense relationship between two teams:
🤼 The Global team, who were frustrated that they were giving their all to provide the markets with what they needed, only for it not to be used.
🤼 The market teams, who felt that they were not being listened to and that the strategies did not match their specific needs.
My underlying, subtle role often involves pacifying these relationships, establishing a dialogue, and finding common ground so that these frustrations can be heard, understood, and resolved. And to start over with new relationships based on collaboration.

💌 This subtle work is more difficult than working on collecting insights, analyzing behavior, targeting, and key messages. However, it is specifically this work that results in well-orchestrated plans that will be activated across the different markets.

As Paul Tunnah explains in The hashtag#OmniAdvantadge book, in digital transformation, we focus on the PPT framework: People, Process, and Technology. However, in Pharma, we are used to focusing on technology and process, but very few focus on people, even though they are the first link in the chain.

In this project, we were able to successfully address all three aspects of the PPT framework. We collected valuable insights from the markets, we developed a clear and concise process for creating and implementing communication campaigns, and most importantly, we built strong relationships between the Global team and the market teams.

As a result, the client is very satisfied with the workshops and the omnichannel communication strategy is expected to be successful.

What are the issues that you encounter when crafting a global campaign or adapting it at the local level? Does this situation ring a bell?


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DT Consulting Insights

🤔 Ever wondered WHAT are Healthcare Professionals’ Views on Clinical Trial Information?

📰 DT Consulting recently conducted a study on the quality of interactions between healthcare professionals and the pharmaceutical industry, utilizing their Customer Experience Quotient (CXQ) metric.

The study, based on data from 6,270 HCPs across 14 countries, provides valuable insights into HCPs’ perspectives on clinical trial information.

🗝 Key Findings:

📜 Gap in Information Quality: While large pharmaceutical companies generally score well in overall customer experience, there is a notable gap in providing excellent customer experiences specifically in delivering clinical trial information to HCPs.

⬆ Room for Improvement: The overall customer experience rating for clinical trial information falls in the “good” range, indicating substantial room for enhancement, especially in countries like France, Japan, and India.

🖥 Digital vs. Non-Digital Channels: Digital channels perform below non-digital channels in delivering clinical trial information, highlighting the importance of personalized, interactive settings.

👫 Role of Medical Teams: Information delivered by medical representatives, particularly through video calls, leads to better experiences for HCPs compared to indirect channels.

😷 Patient-Centric Focus: The study also reveals a lack of patient-ready clinical trial information provided by pharmaceutical firms to HCPs, presenting an opportunity for companies to improve content quality and frequency to meet both HCPs’ and patients’ needs.

DT Consulting Dominic Tyer Francesca Properzi Hannah Price

#Healthcare #CustomerExperience#ClinicalTrials