The promise of omnichannel activation has fallen short for many pharma manufacturers due to stifling obstacles, coupled with high costs, little return and countless integration activities. Although omnichannel has been a key strategy for over a decade, brand teams are still questioning whether omnichannel can truly deliver value to patients, providers and their bottom line. And executive leaders are speculating how much more time and money is needed to transform a pilot program into a revenue-generating engine.
Seven Obstacles Stifling Omnichannel Success
Through our combined years of experience in the pharmaceutical industry, as well as with best-in-class consumer omnichannel experiences, we’ve identified the top seven obstacles why large and mid-size manufacturers are not realizing the full potential of their current omnichannel strategy.
High Complexity, High Costs
Gap Versus Modern Consumer Expectations
Content Lacks Context
Patients are an Afterthought
Introducing EVERSANA’s Omnichannel Activation Model
As the only organization to house all commercialization services under one roof, EVERSANA’s best-in-class omnichannel activation model aggregates and synthesizes pivotal datasets from marketing campaigns, patient services programs and field activities to analyze and predict trends and behaviors that better inform promotional and support strategies. Driven by predictive analytics and machine learning, EVERSANA develops personas to predict the “next best action” for impactful, personalized engagement across direct, digital and telehealth channels with just-in-time recommendations. Serving as a seamless router of actionable data and deep insights from all channels, the platform provides the optimal coordination ofcustomized touch points required to create a seamless brand experience for healthcare providers, patients, payers and other key stakeholders.
By providing manufacturers with unprecedented visibility into ever-evolving and increasingly complex patient and provider journeys, EVERSANA is customizing dynamic promotional campaigns and helping manufacturers optimize all commercialization investments to deliver and maximize business impact.
This customizable, tightly integrated, turnkey platform encompasses the flexibility to meet the current needs of each partner. Tactics can be easily deployed or retracted, and volumes can be quickly adjusted to ultimately increase efficiency and effectiveness. We leverage the right mix of high-tech, high-touch solutions compatible with existing omnichannel assets. Yet, we are flexible and agile enough to meet the unique needs of the therapeutic area and patient population.
EVERSANA’s Omnichannel Activation Model Goes Beyond Marketing and Sales.
Underscores the patient journey to address access, affordability and adherence challenges.
Synchronizes patient and provider engagement to enable real-time visibility of each stakeholder’s journey and identify the next best action.
Focuses on improving time to therapy and patient outcomes versus simply generating more provider interactions.
Orchestrates touchpoints across human and digital channels throughout the entire care journey, from awareness to adherence.
Extends the digital profile of providers beyond just the pharma brand assets and leverages third-party sites and their personal digital behaviors.
Triggers interactions off of changes in patient status, such as a new diagnosis or challenges in getting benefits approved.
Addresses the ongoing optimization of marketing and field resources to maximize NRx/ROI.
Offers the first and only direct-to-patient virtual care model as an additional patient acquisition and engagement channel.
Integrates a transformative effort amongst strategy, modular content, technology, data and AI to drive real impact and alignment.
Scales up or scales down tactics and volumes to address the unique needs of the brand.
EVERSANA is raising the questions the industry is thinking but is too afraid to ask aloud: Has omnichannel lived up to its promise of the “right message at the right time” to drive meaningful results that wouldn’t otherwise be realized by traditional sales and marketing strategies? Are those “seamless brand experiences” integrating the right mix of digital tools and one-on-one personal engagements accelerating patients’ time to therapy and delivering business impact? Are more prescriptions being written and fulfilled to validate the time, money and resources allocated? Unfortunately, the conclusion is no. The promise of omnichannel activation has fallen short for many pharma manufacturers due to stifling obstacles, coupled with high […]
From ordering your daily Starbucks latte on your iPhone to skipping the line at Splash Mountain with your Disney Magic Band, omnichannel strategies transform how consumers interact with their favorite brands. The most successful brands create an immersive experience that meets the needs of their consumers with a personalized touch. Instead of falling for the temptation to “be everywhere,” omnichannel meets consumers where they are to make every engagement count. Recognizing the major advantages of omnichannel thinking, many pharmaceutical manufacturers have started to adopt a similar strategy for their own brands. While manufacturers often disseminate compelling promotional messages across various channels, in many cases message strategy is still confined to […]
The pharma industry’s needs have evolved beyond one-dimensional playbooks, disconnected promotional efforts and limited ability to assess stakeholder engagement. EVERSANA commercialization expert, Amy Hutnik answers an important question every manufacturer needs to know about omnichannel: How does EVERSANA’s omnichannel activation model go “beyond marketing” to elevate multi-stakeholder engagement?