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    • From Multichannel to Omnichannel

    June 13, 2023 | Medical Communications, patient engagement 

    Take a look at the movement to omnichannel communication

    The health industry in Europe has undergone significant changes in the post-pandemic era and has seen a sustained shift in how doctors engage with Pharma. Historically, companies have used multichannel communication to reach their audiences. However, the industry is evolving towards an omnichannel model to better engage with patients and healthcare professionals.

    By adopting new technologies, integrating systems, creating a customer-centric culture, training employees, and measuring success, companies can successfully make the transition and provide a seamless, personalised experience for their customers across all channels.

    The adoption of omnichannel requires a significant transformation. To successfully make the transition, companies must take the following steps:

    1. Leverage new technologies: To provide a seamless omnichannel experience, companies must leverage new technologies such as artificial intelligence, big data, and machine learning. These technologies can help companies collect and analyse customer data from various sources and provide personalised messaging across all channels.
    2. Integrate systems: Companies must integrate their systems and platforms to create a single view of the customer across all channels. This requires breaking down silos between departments and ensuring that all customer data is accessible to all teams.
    3. Create a customer-centric culture: Companies must shift their focus from product-centric to customer-centric. This means putting the customer at the centre of all communications and engagement strategies and ensuring that all departments are aligned with this goal.
    4. Train employees: Companies must train their employees to deliver a seamless omnichannel experience. This includes training on new technologies, customer engagement strategies, and how to communicate consistently across all channels.
    5. Measure success: Companies must track and measure the success of their omnichannel communications. This includes metrics such as customer satisfaction, engagement rates, and sales. This data can continuously improve the omnichannel experience and ensure that customers get the best possible experience across all channels.

    In addition to these steps and understanding local regulatory requirements, companies must also consider the cultural and linguistic diversity of their target audiences when implementing an omnichannel approach. They must ensure that their communications are tailored to each market.

    In conclusion, adopting an omnichannel communications approach requires significant changes in technology, organisational structure, and customer engagement strategies. However, by taking the steps outlined above and considering regulatory requirements and cultural diversity, pharmaceutical companies can successfully make the transition and provide a seamless, personalised experience for their customers across all channels.

    This content was provided by Mednet