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With the COVID crisis, Pharmaceutical is the most focused industry in this year 2021.
Highly profitable, this market got a strong competitive environment with high-end R&D, worldwide distribution and should ensure international health safety regulations.
The Pharmaceutical industry is working hard to keep up with changes in digital technology to revolutionise healthcare.
To understand better their local businesses, Pharmaceuticals has begun to evolve towards a digital customer-centric approach.
Over the distibution channels, multi-channel marketing is getting more and more attention from pharmaceutical companies.
It allows them to attract the attention and trust of doctors, pharmacists and patients for all kind of pharmaceutical products.
So how does omnichannel marketing work and what strategies to apply? How to boost efficiency while you are already familiar with marketing campaigns?
What is Omnichannel CRM?
Omnichannel CRM was born to interact with the customers through all media.
Omnichannel CRM reaches customers across multiple channels (Emails, Newsletter, Chat, Messenger, WhatsApp, Telegram, Zalo, Wechat,...).The goal of Omnichannel CRM is to be present in every channel that your customers care about and use.
For example, one prescriber is contacted through a newsletter. He replies directly by email, and invites you to reach him out by WhatsApp. As he travels to Asia, he will switch to WeChat and you can follow him, reply all his messages
and get a full history of all conversations.Back to San Francisco, he is so convinced by the quality of your communication, or your organization, thus of your products, he decided to prescrive them.
This multichannel interaction automatizes, simplifies the most complex and time-consuming tasks (database extraction, activities reconciliations, merge of data,...).
With Omnichannel, all channels is already plugged and the activtities will be stored into a single database.
It provides a seamless integration and experience for the sales people and an aggregate view of your customers' activities across your internal channels.
Then the application will recommend which channel to use for which customer, depending on the comminication history and analysis.
As soon as your sales and marketing content is available, it can be sent by one way or the other directly to the customers.
The application is informed that this content was sent by emailing to this specific contact.and then will not send it again by WhatsApp or any other media to the same contact.Unless the email was not opened.
In this case, you can decide to send it through a instant messaging application to be sure to reach your contact.
Omnichannel CRM makes it easy to plan customer journeys and campaigns across channels.
It streamlines your operations and makes the most of all customer interactions. By consolidating the strengths of each channel, you can use omnichannel marketing to deliver a more consistent and effective brand message.
Avoid unefficient medical visits, Go Digital!
Selling products in a digital way is the Graal that all pharnaceutical companies look for
Let's imagine that you launch a new product in India and target selling 10.000 boxes without knowing the doctors and without physical meetings.
After collecting a list of qualified doctors with Opt In, you can prepare a presentation to be send by email. In this message, you suggest the doctors to follow a webinar, to watch a dedicated video, to chat directly with a medical representative, to click on your landingpage and fill a form to receive several samples.
You have then analysis of each step that each doctor went to. The emailing was not opened, the same content can be sent by WhatsApp, or Messenger, or Telegram. As soon as the message is read, you identify the media that this doctor prefers. If he decides later on to chat by messenger with your representative, the communication will be redirected to Messenger. If he wished to make a short call on WhatsApp, your representative will use WhatsApp. Whatever is the channel, the flow of messages will follow in a fluent way. You are sure to reach the contact, deliver the marketing content, increase the trust and sales.
The statistics will allow you understanding the general behavior of the doctors, their specific behavior as well. All KPI to Improve your corporate marketing actions as well as customize the relationship in the individual level. As Lou Gestner claimed "Think global, act local". Define a global strategic stream and enable local 1 to 1 marketing actions depending upon your contact behavior.
As the world realized with the Covid pandemy, all communication and processes can be digitized and done on line. It brings more flexibility, efficiency ad decrease the costs to both suppliers and customers.
Centralized data management
With Omnichannel, your pharmaceutical company has hundreds of products with prices, information, images, statuses. All with content is centralized and available to all employees through all channels.
Data is what drives a good marketing and distribution. Gather the same branding, the same compliant messages and images, share and use them across all channels in a unified way.
Delivers speed and efficiency for regulatory document management, ensuring a single, trusted source of content throughout the pharmaceutical company. Complete control from start to finish, as well as accessibility, visibility, and agility to speed up time to market.
Anyone who first entered a market must find out the 4P of Mc Carthy. For the promotion and the placement, the goal is to identify the market penetration, the media and distirbution channels to use to reach potential customers. When applying Omnichannel CRM model, it is possible to better capture market trends. Thanks to the brand, your products will be promoted
and marketed through many different sales channels. From there, creating a specialization and synchronization in your marketing and promotion strategy, so customers will reached through different contacts points and will identify better your brand. You will create loyalty. Your pharmaceutical company will gradually
gain more customers' trust, turn them into champions who will recommend your products.
Automation
Collect as much critical data as possible and consolidate it in one centralized management solution. Through semantic analyzes or AI, refine the gold in the mine, understand better your contacts, their behaviors and the best way to interact with them.
Multi-channel, multi-touch implementation, including objective touch points, is the strategy to help pharmaceutical businesses implement targeted PR campaigns. Reach your contact automatically through all channels to improves the impact of your campaigns.
Joint planning improves collaboration between sales and marketing to create multi-channel marketing plans that deliver personalized customer engagement.
Allowing you to easily promote content across all of your owned channels provides responsiveness to recipients wherever they are.
Personalization
1 to 1 Personalization is the goal of that all marketing directions which to acheive. You know that customized communication is more likely to deliver a positive customer experience. The more personalized content and touch points you create, the more customers' loyalty you will earn,
leading to a growing number of prescriptions and sales. In the global pharmaceutical landscape, you should go one step further and deliver personalized content experiences to your customers.
Omnichannel CRM helps you increase engagement with your customers to understand better their behavior. You will discover the needs from which there are plans to improve products, services, marketing methods. Multichannel marketing allows pharmaceutical companies to build long-term relationships with customers by delivering the right products, services and support at the right time.
Conclusion
Now, consumers move towards omnichannel shopping and businesses need to adapt to this trend.
When you understand more about the benefits that Omnichannel CRM brings, you got that this is a strategy that many pharmaceutical companies need to apply if they do not want to be out of date.
Omnichannel CRM gathers and manages data, legal compliance and multi-channel interactions to deliver the best customer experience.
An integrated suite that provides in-depth customer information and powerful data management, improves engagement across channels and ensures consistent content delivery.
Built on cloud can be easily accessed anytime, anywhere. This is an important foundation for commercial marketing strategies.