Success in Medical Omnichannel: Your first steps
There is no doubt that in resource constrained healthcare systems with time poor Healthcare Professionals (HCPs)¹ it is even more important for pharma companies to provide value in each and every interaction.
That’s why the field of Medical Omnichannel is rapidly developing and one that need careful consideration before launching into a solution.
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We all know that HCP interactions need to be across channels, both F2F and digital. Interestingly though, this is increasingly through medical teams due to HCP’s stated preferences to engage with medical teams over promotional representatives.¹
Therefore, the last few years have seen a rise in the visibility of the value that medical affairs, with a focus on Medical Omnichannel, brings to pharma companies and their HCP customers.
At LUCENT, we have partnered with biopharma organisations, either when attempts to ‘do’ Medical Omnichannel haven’t got off the ground, or when attempts have fallen short of expectations.
From our learnings, we have created a series of articles, containing advice on how to design, develop and deliver a Medical Omnichannel strategy…with Compliance built in. This first article explores what Medical Omnichannel is and how to get started with a Medical Omnichannel strategy.
“The journey of a thousand miles begins with one step.”
Lao Tzu
So lets begin with an understanding what we mean by omnichannel.
Firstly, it isn’t just Digital.
Secondly, it isn’t using all the channels you have at your disposal, a pharma version of the film: ‘Everything Everywhere All At Once’.
It is:
"…seamless and effortless, high-quality customer experiences that occur within and between contact channels"
Or if you prefer our longer description:
“The approach of using simple to use and connected channels to deliver trusted and relevant content and services over time to meet both HCP needs and the organisation’s business objectives.”
“Informed by data and a continuous in-depth understanding of customers, acted upon at speed by skilled and connected teams and individuals across the pharma organisation and at all levels supported by easy-to-use integrated data and technology.”
The most important starting point before implementing any digital channels or commissioning any new technology to “do omnichannel”, is to start with clearly articulating and communicating with internal stakeholders what the business is aiming to achieve and how the medical teams contribute to that…or, to use another quote:
“If you don't know where you are going, any road will get you there”
Lewis Carroll
Next would be to understand what your HCP customers are aiming to achieve in their clinical and professional practice. Do you really understand their Jobs to be Done – and their Pains and Gains (see Value Proposition Canvas from Strategyzer)?
Bringing these together helps you see the “Sweet Spot”… the overlap between what your HCPs customers are aiming to achieve and your business objectives.
These are the foundations upon which any business strategy, omnichannel or otherwise has to be built.
Our next article is now live. To learn more about the best framework for measuring and making decisions in Medical Omnichannel, read the article here. Or to get started today with your Medical Omnichannel solutions, contact us to make sure you’re picking the best road to success.
References:
¹ EPG Health Report: The Future of HCP Engagement Impact. IQVIA Nov 2023. Accessed June 2024. https://epghealth.com/reports/the-future-of-hcp-engagement-impact/
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