Scaling Omnichannel Pharma Globally: A Strategic Approach

The pharmaceutical industry has been on the omnichannel chase for years, especially during and after COVID-19. Scaling these capabilities globally is a complex but vital endeavor. It's not just about technology and processes; it's a symphony of people, customer-centricity, change management, perception, and strategic country prioritization. Let's explore the data-backed strategies that can drive revenue while delivering healthcare solutions globally.

Customer Centricity: A Prescription for Success

In an industry where health and well-being are paramount, customer-centricity isn't a choice; it's a mandate. The data speaks volumes: companies prioritizing customer experience enjoy a 60% higher profit margin than their peers. This isn't about selling drugs; it's about improving lives. The omnichannel approach must be centered on HCP and patient needs, ensuring their well-being is at the core of every decision.

Amazing Storytelling: Crafting the Narrative

Numbers and facts may inform, but stories engage and inspire. Data-driven storytelling is a powerful tool in the omnichannel scaling arsenal. Share compelling success stories within your omnichannel deployment where increased patient or HCP engagement is crucial. Increased engagement leads to more patients whose lives have been transformed by your products. Every small win also wins the hearts and minds of marketers and stakeholders within your organization.

Excellent Change Management: Navigating Uncharted Waters

Scaling globally is a formidable challenge, often accompanied by resistance to change. A staggering 70% of change initiatives fail. Effective change management is the key to steering this ship. Engage your teams, communicate transparently, and provide the necessary tools and training. Crucially, clear communication is key. Stakeholders must understand what they'll gain from these improved capabilities, the tangible business value, and potential outcomes. Additionally, they should be aware of the time commitment expected from them and their teams. Top-down commitment to the initiative is non-negotiable for its success. I think regular meetings to check in status are very important during deployment so show stoppers can be addressed, escalated, and resolved quickly. Finally, celebrate milestones, no matter how small, to keep the momentum alive.

Perception Management: Ensuring Program Success

In the journey of omnichannel deployment, hiccups can sometimes occur, and the activation of a capability may sometimes unfold differently than planned. One critical aspect that demands vigilance is the quality of deployment. It's paramount to watch this to ensure that the program stays on the right track.

If issues arise and word spreads to other stakeholders that the omnichannel deployment is encountering challenges, it could lead to reluctance in participation or, worse, create friction points due to a lack of full commitment. It's essential to address errors promptly and continuously iterate on the solution until it succeeds.

The perception of the program is of utmost importance; any damage to it can significantly hinder progress. Remember, in the world of omnichannel deployment, perception is indeed everything! It's not just about achieving success; it's about ensuring that all involved parties recognize and acknowledge the success.

Country Prioritization: The Revenue Drivers

Data analysis can be a strategic compass for country prioritization. Evaluate market potential, economic stability, regulatory landscapes, and competitive intelligence. Identify countries where your products can impact and drive revenue growth. Forge partnerships and secure local buy-in, as collaboration is often the key to success in new markets.

In conclusion, scaling omnichannel pharma capabilities globally is a multifaceted challenge that requires a harmonious blend of technology, data-driven decision-making, and, most importantly, people. The data underscores the significance of customer centricity, effective change management, and the need to shape perception positively. By strategically prioritizing countries backed by solid data analysis, pharma companies can pave the way for a healthier, more connected world. It's a serious endeavor that holds the promise of global well-being.

About the Author:

Rich Grosskettler is a highly accomplished professional specializing in the intersection of pharmaceuticals, health, and omnichannel customer experience (CX) design. With a wealth of experience in the industry, he is recognized for his expertise in developing innovative strategies that seamlessly integrate multiple channels to enhance customer engagement and satisfaction.

Rich has successfully led cross-functional teams, leveraging his strong design-thinking skills to create customer-centric solutions. His in-depth knowledge of the pharmaceutical and health sectors enables him to identify unique opportunities that drive business growth while prioritizing patient needs and well-being.

With a passion for digital transformation, Rich continuously stays ahead of industry trends, harnessing cutting-edge technologies to optimize the omnichannel experience for healthcare consumers. His strategic approach, combined with a focus on exceptional design, has resulted in tangible improvements in customer loyalty and brand reputation for the organizations he serves.

Rich's dedication to pushing boundaries and delivering exceptional CX solutions has earned him a reputation as a trailblazer and a driving force behind successful omnichannel initiatives in the pharma and health sectors.