Newsletter - April 2022

"Essentially, omnichannel is simply just providing the right message at the right time, to the right customer, through data-driven insights. And in order to do this, you really have to understand who your customer or your audience is, and providing that personalized experience will then help move them from the engagement funnel, from their current behaviors and beliefs, to their desired behaviors and beliefs."

"The customer-centric model itself is inherently iterative. The whole point is constant evolution, understanding the new needs, new preferences of your audience - things that change in the market, and the change in the world. You need to understand how they are impacted, and therefore, change what they need from you, and how they want communication from you. It's iterative. We'll continue to utilize new technology and methodology to get there, but also, this method of marketing itself is iterative. It has to be supported by technology that can iterate, by teams that can be agile, and by research that can provide immediate feedback."

"Specifically for the pharma space, it's really about connecting the personal teams with the non-personal teams and bringing tech into that conversation, bringing in data ops, bringing in our insights and analytics, customer experience etc. There's a lot of different, more complex matrix partnerships that need to come together to make it happen. Getting buy-in from the top is really critical."

"You have to have someone from each one of the relevant pieces of the organization, sit at the table to understand how it flows through and be able to convey that message in the speak of that department, ie ‘so that’s why they did what they did’. It's helped us tremendously to have buy-in."

"It's about turning the paradigm inside out and using Omnichannel as a way, instead of messaging or reaching people across the moments of an experience, to be really listening. We came to embrace that in terms of how we're trying to serve healthcare providers and MSLs. We're not trying to convince them. We're not giving anything to push. It's about enabling and supporting those analog moments that both parties value the most. How can we use digital to make those moments easier?"