Omnichannel has become one of the most important concepts and tactics in healthcare engagement, promising a clear pathway to commercial benefit and energised patient outcomes.
By its nature, omnichannel offers an array of options to reach and engage with healthcare professionals (HCPs), key opinion leaders (KoLs) and patient group representatives. Open the right door and watch therapies prosper, healthcare pathways flourish and commercial landmarks fall into place.
But which door to open?
It’s an Alice in Wonderland conundrum; a Long Hall of locked doors, which, in the movie adaptation, open enticingly then close frustratingly. Picking your omnichannel direction is not quite as mind-bending as the fairytale but it requires a disciplined, scientific approach.
The digital engagement landscape is maturing by the day and Indegene’s 2021-22 study of the digital habits of HCPs revealed a hunger for medical and clinical content, with 77% of those surveyed using digital channels for learning and development.
“Omnichannel offers a lot of creative opportunities but it does need a science and a structure to be successful,” says Paul Berressem, Omnichannel Director at 11 London, the creative healthcare agency that has a 50-50 split of clients from pharma and patient groups. “Lots of multichannel approaches involved attacking each channel separately with different messages often competing with each other, but with omnichannel you need to be more cohesive and consistent with rigorous reporting structures.
“There is plenty of benefit on offer, particularly as pharma companies are working more closely with HCPs. Digital technologies enable HCPs to share best practice more efficiently and also allow organisations to support that sharing, which all leads to better care and options and earlier diagnoses for patients. It can also help HCPs identify the patients who are going to benefit most from a particular product.
“This will only grow and grow and, as we see more personalised healthcare, we will see more personalised communication with HCPs.”
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