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"Omnichannel Marketing"

In pursuit of a seamless experience

Omnichannel marketing has become the de facto expectation among audiences of all kinds; however, most pharma companies are not fully taking advantage of the omnichannel touchpoints. In MM+M’s latest eBook, we continue our annual tradition of exploring the impact of evolving technology and how to reach consumers throughout their journey.

We examine the lack of consistency in the way companies define omnichannel and the organizational challenges in implementing a strategy. This rapidly evolving and complicated ecosystem is making it more difficult than ever for healthcare marketers to meaningfully engage with consumers and deliver on their goals.

Omnichannel continues to be the name of the game in healthcare marketing and that trendline is expected to hold steady heading into 2023. As the healthcare industry moves at a quicker pace, marketers need to respond in kind to advancements in technology along with an evolution in terms of how content is distributed and consumed.

There’s a disconnect between the number of pharma leaders who agree omnichannel engagement is crucial for their organization and the actual execution of such a strategy – technological, change management, people and organizational challenges are hindering progress. But the good news is data and analytics, culture, customer insights, content delivery and cross-functional collaboration can help improve the journey.

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