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In our last article we looked at the need for multi-channel excellence in the healthcare industry. We already know that many pharmaceutical executives are looking into adopting a multi-channel strategy for cost controls and as a top priority for future growth, but the need goes much deeper than that.

Today’s article builds off our previous discussion and reveals the benefits of using a multi-channel approach for your pharma sales and marketing communications, as well as tactics for implementing a multi-channel strategy today.

Multi-channel, or omni-channel (device agnostic decision journey progression) excellence is a growing challenge in any industry, but none needs it more than the healthcare industry.

A majority of healthcare industry executives have stated that multichannel excellence is a top priority (the second highest priority behind cost controls) and several factors are influencing the growing need for a multichannel strategy.

Today’s article will explore the reasons why traditional in-person approaches are losing favour to multichannel tactics, and what this means for the future of communications.

In our previous post we discussed the growing challenge of sales and marketing costs for life science companies. Sales costs continue to represent more than a quarter of pharma company revenue, meanwhile up to 53% of U.S. physicians place moderate to severe restrictions on who can visit them to make a pitch (Source: ZSassociates, 2015).

This gap calls into question the value of traditional wide-scale in-person healthcare professional (HCP) engagement, and demonstrates the need for an efficient and cost-controlled digital transformation. This can be achieved through the use of digital interactions and analytics.

This week we are continuing our discussion about the top priorities for pharma executives, and we’re revealing the remaining two priorities, an example of success, and recommendations for achieving these results.