Mark Ward
Multi-Channel, Omni-Channel, Digital Interactions, Digital Marketing, Engagement Solutions…. all terms (and there are many more versions of the same thing), that over the last two years have become en-vogue as the industry adapts to the needs of its customers and patients in the post-COVID landscape.
What do these terms mean, and what implications do they have for industry engagements, whether that be patient-to-HCP or HCP-to-industry?
At Star OUTiCO, long before the pandemic of 2020, we were on a digital journey, leveraging the strengths of the individual components for the good of the whole.
What do these terms mean, and what implications do they have for industry engagements, whether that be patient-to-HCP or HCP-to-industry?
As Star, we have a long and successful heritage in providing the very best talent to our partner organisations, just as OUTiCO have, with over 10 years of multi-channel customer engagement, using preference data collected over many years to speak to the right customer at the right time, utilising the most appropriate channel. And yet still, all this customer engagement is driven through the person – the Key Account Manager responsible for that geographic area.
COVID-19 put the brakes on what people can deliver, and sharpened the mind to look at how digital, in combination with in-person promotion, can bring benefits to the customer and pharmaceutical organisations.
By September 2020, only 11% of UK doctors were willing to accept regular face-to-face visits from sales reps [1], and even after the height of pandemic, 87% of HCPs want either all virtual or a mix of virtual and in-person meetings [2]. This opened a world of opportunities: what if you could engage with customers without even speaking to them?
At Star OUTiCO, we are looking to bring multi-channel expertise, digital marketing prowess, omni-channel, and engagement solutions together, to provide Omni-Channel engagement solutions to the fore.
What if you could engage with customers without even speaking to them?
Consider this: without any contact from you, your customers can engage with your brand. This is omni-channel marketing. Omni-Channel engagement solutions bring the full suite of digital interventions together to maximise customer engagement. Customers are accessing the information they need, when they want it, in the format they prefer.
Whether it’s a series of live or on-demand webinars, Key Opinion Leader talking heads, white papers, patient leaflets, educational content, or indeed any brand/company asset, we can track a customer’s engagement with all of this content as well as traditional in-person communication.
The ‘secret sauce’ that underpins and gathers the insight into the customer journey through this digital content is the bespoke CRM, built to manage these programmes. It is this that ensures previously siloed activities are now linked and orchestrated to track all movement and provide data points at every step of the way.
The data is insight, insight brings understanding, and that helps to shape and inform the strategic decisions of the future.
Consider this: without any contact from you, your customers can engage with your brand.
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The future is now, and it is being delivered through Omni-Channel engagement.
To find out more about our comprehensive suite of Omni-Channel Engagement services, visit the services page, or get in touch with Managing Director for the Nordics region, Helena Nyren, today.
Email: helena.nyren@staroutico.com
Call: +46 70 6772196
- Ready for launch: Reshaping pharma’s strategy in the next normal, McKinsey & Company,
- Reinventing Relevance New Models for Pharma Engagement with Healthcare Providers in a COVID-19 World, Accenture Healthcare Provider Survey May 2020
