Over the years, technology and data analytics have made marketing increasingly personalized. With other industries like retail and financial services engaging customers with their omnichannel strategies, customers now expect companies to speak with them in the language and channel they relate to the most. Data shows that omnichannel marketing can drive engagement, turning first-time buyers into loyal customers. As a result, life sciences companies are utilizing omnichannel marketing to engage key customers, including physicians, hospitals, payers, and patients.

What is omnichannel marketing in the life sciences industry?

Omnichannel marketing aims to optimize the customer’s experience with your brand (i.e., drug or medical device) across different “channels.” The customer is at the center of this integrated marketing strategy that ensures every interaction with the brand—whether face-to-face (F2F), virtual, or digital—is consistent, interconnected, and relevant.

The various digital channels that brands use to engage with customers include online ads and videos, targeted text messages, personalized emails, mobile apps, websites, social media, podcasts, and online articles.

The insights from your sales professionals’ face-to-face or virtual meetings seamlessly feed into crafting personalized communication for these digital channels. An effective customer relationship management system and analytics tools make that possible.

How omnichannel marketing can benefit life sciences companies?

One of the key benefits of omnichannel marketing for life sciences companies can be the optimization of promotional spending. By continuously measuring customer satisfaction and engagement to gauge the success of their efforts, life sciences companies can quickly change their marketing strategy and keep it relevant. Also, a coordinated effort to understand the effectiveness of multiple channels can ultimately help optimize marketing budgets.

Furthermore, the healthcare market is dynamic, keeping the life sciences industry on the edge. Over the last several years, the COVID-19 pandemic brought about a seismic shift for all the stakeholders of the healthcare system. Given the lingering effects of the pandemic, hospitals and providers are working under tremendous financial pressure and experiencing resource shortages. Physicians are experiencing burnout, and patients are increasingly more skeptical.

The COVID-19 pandemic also changed the marketing landscape, as omnichannel marketing gained favor when in-person sales became difficult. By leveraging this changed mindset of the customers, life sciences companies have the opportunity to adopt omnichannel marketing to improve customer access and patient outcomes to benefit the company’s bottom line.

What are the competencies sales professionals need to support omnichannel marketing?

The success of your omnichannel marketing strategy depends on the proficiency of your sales team. You may create the most compelling digital communication pieces and have the most advanced technology platform. Still, they will be ineffective without the sales team’s insights that they gather from F2F or virtual meetings.

According to IQVIA , F2F visits with sales professionals were still the most preferred channel for healthcare providers in the US and Europe in 2023. While sales professionals’ specific roles and responsibilities in omnichannel marketing vary across companies, their role remains essential, particularly for engaging physicians.

However, life sciences sales professionals trained to support multichannel marketing require reorientation and skill development to perform in omnichannel marketing. Sales professionals need not just customer-centricity but also the skills to collaborate with medical affairs and marketing functions.

The seven competencies that every sales professional supporting omnichannel marketing must have are:

  1. Ability to understand analytics and digital tech
  2. Business planning and account management
  3. Collaboration across cross-functional teams
  4. Hybrid selling (face-to-face and virtual)
  5. Critical thinking and problem solving
  6. Agility and change management
  7. Knowledge of market dynamics

Training for life sciences companies to prepare customer-facing teams on omnichannel marketing

Given the life sciences industry’s need to prepare customer-facing teams on omnichannel marketing, we at CMR Institute have created a new eLearning module. This module, Omnichannel Marketing in the Life Sciences Industry,” explains this evolving concept and describes how companies use it to engage key customers, including physicians, hospitals, payers, and patients.

The learning objectives of this eModule are:

  1. Define omnichannel marketing and differentiate it from traditional multichannel marketing.
  2. Examine the goals of omnichannel marketing and how it aims to create an ideal customer experience.
  3. Illustrate how omnichannel marketing works to engage key customers, including physicians, hospitals, payers, and patients.

We can create a training program leveraging our comprehensive content library to develop your sales team’s competencies to support omnichannel marketing.

We are committed to keeping our content always updated and relevant. So, any new developments in the omnichannel marketing approach will promptly be reflected in this module. Chat with our training experts to learn more.

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