Omnichannel and Multichannel start from a common base: the use of different channels to be able to communicate with customers. These channels are sometimes used without evaluating the impact they can have on ours customer, the HCPs. In addition, there is the possibility of using a greater number of channels to make them even more effective if used in an integrated way. Channels or even touchpoints are the place where the company, through its people (Sales, Medical, Market Access, Marketing), and HCPs meet and where the company can communicate with HCPs by presenting products, projects, ideas, scientific updates, etc. These channels can be online (remote) or offline (physical presence). Omnichannel provides, among many things, that the use of these channels is a function of the needs of the HCP. The most used channels or touchpoints are:
1 online - remote call (single or group), approved mail, webinars, online congresses (widely used during the Covid period) ;
2 offline - F2F, phone call, Hospital Meeting, congress. Within these channels, the most suitable means of communication are used according to the communication strategy and the characteristics of the interlocutor (e.g. e-detailing, visual, brand remainder for the F2F visit; approved mail by email; etc.).
Omnichannel is a single ecosystem, channels are connected and designed to work together; content from one channel will be related to content from another. This ecosystem adapts to the needs of HCPs by evolving together with them in the choice of channels and topics to ensure that the evolution of the HCP's decision-making process is completed:
1) knowledge
2) interest
3) demand
4) action/use
5) support.
All this leads us to "Customer Engagement" according to the principle: the right content, the right person, the right place.
The points below are part of the Omnichannel path:
1 Strategic imperatives
2 Strategic support: for example what is the sizing of the sales force needed and the Share of Voice (SOV)? now partly replaced by the use of the Omnichannel ecosystem
3 Content
4 Tactics (after strategy!)
5 Prioritization and planning
6 Measurement
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