In recent years, pharmaceutical companies have embraced multi-channel marketing (MCM) strategies to improve the effectiveness and efficiency of their initiatives, expand their reach, and adapt to ever-evolving consumer expectations.
Multi-channel marketing focuses on targeting potential customers through as many channels as possible—both online and offline—to increase brand awareness and engagement. These channels can include emails, webinars, mobile applications, personalized websites, print advertisements, and more.
Now that multi-channel marketing is becoming the norm in the pharma industry, pharmaceutical companies are recognizing the benefits to their brand and their patients. Find out what they are and how to refine your multi-channel marketing strategy:
Multi-Channel Marketing: 3 Benefits for Pharma Companies
Deliver Seamless, Personalized Experiences
The best multi-channel campaigns put consumers and key stakeholders at the center of marketing efforts, delivering consumer-centric content that’s both personalized and relevant for each individual. Healthcare professionals and consumers alike expect seamless digital experiences, complete with content tailored to their needs, so they are more likely to engage when that’s what they get.
By personalizing for each channel, customer, and piece of content, you can better educate clinicians, connect to patients, and provide relevant, high-value information that improves your reputation. Plus, embracing a multi-channel strategy will improve your brand awareness among healthcare professionals and consumers.
Improve ROI for Your Marketing Investments
Lack of time and resources are common pain points for marketers looking to improve their multi-channel efforts. Fortunately, today’s pharma marketers can use technology to identify the optimal target for each channel.
This approach allows you to personalize with different messaging for each segment, establishing a deeper bond that increases engagement and conversions. As a result, your pharmaceutical company can deploy more cost-effective and efficient multi-channel marketing campaigns that save a significant amount of time and money to yield greater ROI.
Collect Valuable Data to Optimize Performance
Paul Dixey, multi-channel lead at Novartis UK, says fine-tuning your approach is essential for achieving marketing success. As he explains, “You have to be constantly looking at this, fine-tuning your approach, rather than spending ages producing a great big box of content and then putting all of your money in one channel and then not doing anything until you’ve got the next budget round.”
Fortunately, you can use valuable performance metrics to inform messaging for each channel and refine future campaigns and budget allocations. Collecting data from each channel will provide greater visibility into performance metrics and recommended next steps for multi-channel marketing initiatives. This way, you can continuously optimize and refine your approach to increase effectiveness.
Using AI to Refine Your Multi-Channel Marketing Efforts
Although the benefits of taking a multi-channel approach are clear, savvy pharma marketers are taking it one step further by embracing an omnichannel strategy.
What’s the difference? Rather than sharing content on as many channels as possible, omnichannel marketing campaigns facilitate unified channel experiences, with consistent messaging that’s seamless across the buyer journey—regardless of the channel. In simpler terms, all omnichannel marketing is multi-channel marketing, but not all multi-channel campaigns take an omnichannel approach.
Fortunately, advancements in artificial intelligence (AI) and machine learning can help you determine the best channel, messaging, and timing for each individual. This allows for a personalized experience across channels, ultimately supporting pharmaceutical companies in their efforts to optimize patient engagement programs—and, in turn, medication adherence—for better health outcomes.
Curious about using AI to refine your pharma company’s multi-channel marketing strategy and patient support programs? Schedule a live demo of AllazoHealth’s AI Engine to see how smart data can benefit your organization.
About the Author
William is passionate about helping people get the most from their medications. As CEO of AllazoHealth, he is driving the organization’s growth to improve adherence and patient support programs. William originally joined AllazoHealth as the Chief Operating Officer and as the organization expanded, moved into the CEO role. Prior to joining AllazoHealth, he served in a variety of leadership positions at CVS Health, including time as Vice President of Strategy and Vice President of Product Management. While at CVS Health, he delivered industry-leading clinical programs, including the award-winning Pharmacy Advisor program, which drove CVS Health clients’ Medicare Star ratings to their highest levels ever. Earlier, William served in the US Navy before getting an MBA from Northwestern University’s Kellogg Graduate School of Management; William also worked for Bain and Company and EMC before he moved to CVS Health.