Unlocking Growth: Klick Health’s Omnichannel Approach

Creating a brand experience and reaching customers where they are is a core marketing principle that’s been around for years. The concept evolved from multichannel marketing—which operated with independent channels—to the more integrated omnichannel marketing approach. The critical distinction between multichannel and omnichannel is the interconnectedness of channels, ensuring a cohesive and seamless brand experience for the customer, regardless of where they engage. At Klick Health, we recognize the transformative power of this evolution and the complexity of effectively delivering omnichannel in healthcare. We’ve embraced omnichannel, ensuring our strategies are customer-centric, data-driven, and laser-focused. Our execution is in lockstep with enabling those strategies to deliver personalized experiences.?

Defining Omnichannel at Klick Health:

Omnichannel at Klick Health is not just about being present on multiple channels (e.g., social media, website browsing, programmatic ads, etc.). It’s about utilizing these channels effectively to engage with our customers. What we know about our audience allows us to deliver through the most suitable channel for each individual. Our approach is predicated upon experience planning and mapping. The integration and connectivity of data and technology is fueled by reusable dynamic and modular content across channels. It’s also informed by 360-degree analytics to determine what is driving business results so we can optimize successfully.?

How We Craft Seamless Omnichannel Experiences:

Our approach to omnichannel is built to deliver on specific needs. We simplify ecosystems, remove friction, and work collaboratively for seamless activation and execution. Our strategy ensures that data and technology are impactful and deliver on our business objectives. Information, action, and implementation all work toward a common goal—meeting the needs of our customers.

Partnering for Success:

As a brand agency and enterprise commercialization partner, we align each unique brand's needs with a centralized plan to enable those needs at scale for efficiency and impact. Thus, developing an omnichannel strategy becomes an exercise in co-creation. Through strong relationships with executive leaders and cross-functional stakeholders, we build clear strategies and execution plans. Together, we evaluate and assess the impact of our vision on the people, processes, and technology for each stakeholder group. Success is measured so we can enhance and execute continually.?

From Segments to Personas:

How do we understand our customers, their preferred communication channels, and methods? We’re evolving from audience segmentation, broad and theoretical, towards personas—the personification of these segments. Personas are a more refined approach considering behavioral, psychographic, and demographic attributes.

Personas capture the intricate details of emotional triggers, preferences, and media consumption patterns, painting a clearer picture of our audience. This depth allows us to craft strategies that resonate deeply, ensuring that every touchpoint is meaningful. Leveraging the power of AI and machine learning, we continuously refine our approach. The speed and scalability allow further refinement of understanding, action, and experience. We’ve moved from segments to micro-segments and towards eventual one-of-one personalization. The result? Every interaction is relevant and adds significant value, enhancing the customer journey.

Content Is King:

Content is more than just words and images; it's the backbone of any successful omnichannel strategy. Creating impactful content requires a complex ecosystem, including a content supply chain, strategy, operations, and a rules-based regulatory system—all powered by AI. We use “modular content” because it’s dynamic and adaptable instead of static. Built from individual components that can be combined in various ways, modular content creates tailored experiences for different audiences. This commitment ensures that every piece of content is maximized across diverse channels. To evaluate the effectiveness of modular content, we combined it with a rigorous tagging and taxonomy strategy to enable a speed, depth, and breadth of previously unavailable insight.

Analytics Powers Us:

The ongoing value of all omnichannel strategies is evaluated through a Measurement and Learning Plan. More than just the foundation of our analytics strategy, it’s the cornerstone for continuous improvement. It allows us to assess qualifiable data points—such as which tactics are most utilized with HCPs and how different channels work together to drive behavior change. We regularly conduct deep-dive analysis to ensure we attain our growth potential while driving efficiencies.

People Drive Results:

While our omnichannel strategies are robust and data-driven, their success hinges on the support and adaptability of our partners. Transitioning to omnichannel is not just about embracing a new approach; it’s shifting organizational mindsets and ensuring buy-in from all internal teams.

Change management is pivotal in this transition. We prioritize holistically guiding our teams from initial awareness of the new strategies through training to full adoption, resulting in a smooth transition, minimizing productivity disruptions, mitigating risks, and reducing resistance. By investing in a comprehensive change-management strategy, we safeguard our omnichannel initiatives and realize cost savings and an enhanced ROI. Without this foundational support, even the most promising omnichannel endeavors can falter.

Concluding Thoughts:

Klick Health’s omnichannel approach is more than just multichannel presence; we orchestrate a symphony of channels to create harmonious customer experiences. It’s about understanding the customer, leveraging data and analytics, and delivering content that resonates. People, processes, and technology work together to drive results and create value. Additionally, we are introducing AI copilots across our internal teams to make it easy to incorporate data, content reuse, test and learn, and omnichannel thinking in daily tactics. These copilots make the right thing to do for brands also the easy thing to do.

Our journey in omnichannel is continuous, evolving with every interaction, insight, and technological advancement. As we push the boundaries and explore new horizons in customer engagement, our ultimate goal remains to make every interaction count and to enhance patient care and experiences.