How to create an Omnichannel marketing plan in pharma and medical devices

Creating an #omnichannelmarketing plan in the pharma or medical devices industry involves an amalgamation of different communication and marketing channels that can finally deliver a seamless and consistent experience to the target audience (healthcare professionals and patients). Before starting work on the plan, here is a list of information you should collate

1. Identify the target audience: Who is the target audience for the communication plan? e.g., all healthcare professionals, specific specialists, KOLs, patients, caregivers, or general public.
2. Identify what are the current needs, preferences, and behaviors of your target audience? These could be related to the disease, available treatments, lack of information or information overload, need to know which information is authentic, lifestyle behaviors, latest scientific data, support groups, treatment compliance, support measures other than treatment or any other.
3. Map out customer journeys: To understand the target audience's needs/ preferences/ behaviors, it is important to understand their journey. Once you have identified your target audience, create detailed journey maps of the audience. Identify the touchpoints and channels they use at different stages of their decision-making process.
4. Set clear objectives: This is the most important step. While there might be multiple audiences you wish to target or multiple needs you wish to address, too many messages can dilute the plan. Pick a single audience and a single objective for a plan. The plan could be as simple as increasing the treatment compliance among patients with hypertension.
5. Integrate Channels: Choose and integrate channels. This is important because within a single target audience, channel preferences can vary. Channel examples include:

Digital channels (e.g., websites, social media, email, mobile messaging etc)

Traditional media (e.g., print ads, TV, newsletters, brochures, flyers)

Direct interactions (e.g., sales reps, webinars)

Support channels (e.g., call centers, chatbots, shopping malls, medical stores)

6. Identify the messenger: Sometimes you might need to use a messenger to deliver your message e.g., a social media influencer, or a celebrity, or KOL(s).

7. Develop a single, consistent, core message: Ensure that your messaging is consistent across all channels. It might need to be customized to each channel; however, the core message should not change.

8. Never end the message without a call to action (CTA): A CTA is a must. Depending on the core message, this could be a call to take action, or to seek more information, or a request to be contacted back. It is good to provide options for CTAs so that the plan offers more customized solutions depending on the individual's needs.

Measuring the impact and making course corrections if necessary

Once the plan has been rolled out, it is important to measure the impact and do course corrections if necessary. The following steps can be helpful

1. Leverage Data and Analytics: Use data to track engagement and performance across channels. Analyze this data to understand which channel is working best and what needs more focus. It can be difficult to directly measure the impact of non-digital channels. However, options like a QR code in the message in traditional print channels that leads people to an online platform/portal could be one way to measure the engagement levels of the audience. Such links can include options for the visitor to share their details so that more information can be shared with them. This is another way to track performance.
2. Coordinate Internal Teams: Ensure alignment between marketing, sales, and medical affairs teams. They should work together to create a cohesive strategy to share insights from their interactions with various stakeholders and audiences. This can be helpful in gathering qualitative insights about the impact of the plan.
3. Implement and Monitor: Roll out your omnichannel strategy and continuously monitor its effectiveness. Use metrics such as engagement rates, conversion rates, and customer feedback to measure success.
4. Optimize and Adapt: Regularly review and refine your strategy based on performance data and changing market conditions.

Compliance and Regulation: It is imperative to ensure that all marketing activities comply with the local industry regulations and standards.

By integrating these elements, you can create a comprehensive omnichannel marketing plan that effectively engages your target audience and supports your business objectives.

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