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Omnichannel metrics

Measuring omnichannel success

What does success look like? Is it simply proving return on investment – the thing all marketers talk about, and one of the hardest things to provide tangible evidence for?! Or are there other measures of success that can deliver the reassurance that the approach taken is the right one?

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New technologies for HCP engagement

Is pharma investing in the right digital solutions?

Digital transformation has gathered pace in pharma and we have all been witnessing the acceleration. New technologies have been adopted to ensure HCP engagement is maintained but keeping up the understanding of innovative and emerging solutions and investing in the right technologies may prove challenging.

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HCP engagement

The changing face of HCP engagement

It’s become an over-used term, hasn’t it – COVID? It seems to have been used as an excuse for everything, from airport baggage handling, to call centre queues, to the global cost of living crisis. But not every impact has been bad. Pharma, for instance, has had to expedite its digital transformation goals. The industry had to change overnight to remain in contact with its key stakeholders, healthcare professionals (HCPs).

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Omnichannel marketing

Delivering omnichannel value

Creating a seamless experience for HCPs across all your channels will ensure greater engagement with your brand. Enabling them to find the information they want in a format they prefer should be a key part of your omnichannel strategy. However, it’s important to remember that the HCP demographic is changing, and with that so should the method of delivering content. So how do we ensure that we serve up content that both engages the HCP and adds value for pharma?

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Congress

Congresses are back but the focus has changed

As we slowly move on from the pandemic, we are seeing a return to in-person events. Our own research shows that 100% of the 65 medical congresses we have surveyed are providing in-person events, with 40% of those providing a hybrid solution. So how does the industry manage this dual approach? And how can we ensure we keep both audiences engaged?

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Content

Need to scale up fast? Ready-made content can help

Veeva recently published an eBook which discusses the best practice approach for supporting emerging pharma to launch and scale content faster. It focuses on how digital communications have allowed field teams to spend more quality time with HCPs. What can pharma’s brand teams do to support the increase needed?

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Using next best action to inform your engagement strategy

We have been inundated with discussions about big data. Information that can help inform decision making is an output of nearly every phase in life sciences. The industry, with the increased use of digital channels, has been able to collect more data but is this being used to optimise their HCP engagement strategies?

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