Over the past decade, approaches to pharma marketing have made significant swings—from “content is king,” an over-reliance on digital, a scramble for big data, and the exclusion of effective channels because physician-level data (PLD) aren’t available. Despite these significant swings, true omnichannel marketing yielding the highest return has been a constant.
Marketing is a conversation aimed at changing knowledge, attitudes, and behavior. Omnichannel uses data and channel variance to orchestrate storytelling and focuses on user experience. It aims to meet the user’s need for relevance and utility and increases the overall impact of marketing efforts.
Nonetheless, omnichannel plans can be too often heavily weighted with tactics providing reach at low cost and returning PLD. This hyper focus on PLD and efficiency tends to omit proven channels that have greater impact. This “efficiency model” has pushed marketers to focus on line-item channel performance versus the overall impact of a campaign. We’re trained to look at the “parts” of a campaign, for example, open rates of an individual email, and use them as guidepost for campaign success rather than seeing the sum of the parts.