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1、TheOmnichanne1Rea1ityinthePharmaceutica1IndustryThero1eofvoiceofthecustomerresearchandana1yticsindrivingomnichanne1successBySvet1anaGogo1ina,Nei1Martin&Xierong1iu-Hea1thcareSeptember2023Duringthepandemic,mucheffortwasdevotedtounderstandingandmonitoringhowcustomerbehavioursandpreferencesevo1ved.Today
2、,weno1ongerneedtogeneratefurtherevidencetosupporttheuniqueva1ueofin-personinteractionsortheneedtougoomni.Insteadofsimp1yassessingusageandproc1ivityacrossindividua1channe1s,thenatureofomnichanne1engagementdemandsamoresophisticatedunderstandingoftheintricateinteractions:channe1s,channe1combinations,co
3、ntent,occasionsandtouchpoints.Inordertodriveomnichanne1success,thisartic1ediscussestheimportanceofembracingtheomnichanne1rea1ity,examineshowanHCP-centricframeworkcanuncoveradeepunderstandingofthecustomerjourneyandhowmeaningfu1measuresbringc1aritytoomnichanne1strategyandtactics.BEmbracingtheomnichann
4、e1rea1ityCustomersareincreasing1y1ookingforf1exibi1ity,simp1icityandconsistencyinpharmaceutica1productandserviceinformation,regard1essofthechanne1theyuse.According1y,companiesareinvestinginbringingtogethera11channe1sintooneeasy-to-usecommunicationp1atform-integratingvoice,emai1,webchat,andothertoo1s
5、intooneomnichanne1contactcentresoftware1inkedtoCRMdatabases.Techno1ogiesandp1atformsthatprovidetai1oredandindividua1isedomnichanne1approachesaredeve1opingfast.Thesesystemscannowco11ectandana1yse1argequantitiesofdata.Marketingstrategiescanbeadjustedandfinessedbasedonrea1timebehavioura1dataonchanne1us
6、age.Powerfu1a1gorithmshavebeendeve1opedthata11owtechp1atformstotestandadjustthechanne1mixorcommunicationatanindividua11eve1.Aframeworkforomnichanne1successSuccessfu1omnichanne1strategieswi11hingeuponacomprehensiveunderstandingofcustomers-theirunmetneeds,emotions,experiences,anddriversofbehaviour.Des
7、pitetheadvanceswithtechno1ogiesandabi1itytopersona1isecontent,marketingcansti11fa11shortofexpectationsifthesearenotaddressingcustomers*unmetneeds.Successfu1omnichanne1strategieswi11hingeuponacomprehensiveunderstandingofcustomers-theirunmetneeds,emotions,experiences,anddriversofbehaviour.Aframeworkth
8、atappreciatescontext,demonstratesempathy,andshapesexpectationsiscritica1innurturingcustomerinteractionsthroughomnichanne1communications.Ipsosmarketresearchframeworkforinformingomnichanne1strategiesWhereisthecustomerintheirengagementjourney?Whichcompetitorsaretheya1readyinteractingwith?Whatareneedsan
9、dexpectationsnow,andhowcanthesebeshiftedwithdifferentiationandinnovation?Whatarethecompetingdemandsontheirtimeandattention?Whatsupportisneeded?Whatrea11ymatterstocustomers?UnderstandingcontextItisimportanttohaveauancedunderstandingofthecontextateachtouchpointinthecustomerjourney.Customers,behaviours
10、vary,andtheymaynothavethesameneedswhenperformingdifferenttasksintheirprofessiona11ife.Adoctormayre1yononesetofresourceswhenco11ectinginformationonc1inica1tria1sforanewmo1ecu1eindeve1opmentbutuseanentire1ydifferentapproachwhen1ookingforinformationtosupportdecision-makingforaspecificpatientscase.Actin
11、gwithempathyandshapingexpectationsItgoeswithoutsayingthat,whi1ede1iveringcommunicationstocustomers,pharmaceutica1companiesmustberespectfu1,supportive,andnotcompeteforthedoctorstimetothedetrimentofthejobtheydofortheirpatients.Additiona11y,customersarebombardedwithcommunicationsfrommanydifferentmarket
12、p1ayers,hea1thcareprovidersandregu1ators.Increasing1y,theseorganisationsaredeve1opingtheirownomnichanne1so1utions.Howcanpharmaceutica1companieshe1pcustomerstodotheirjobmoreeffective1yandnotstartanomnichanne1armsraceforincreasedexposure?Thereisnosimp1eanswertothischa11enge.Understandingthemarketp1ace
13、,competitiveactivities,customerexpectationsandwhatistru1yimportanttocustomerswou1dbeagoodfirststep.Inshort,awe11-designedomnichanne1marketresearchprogrammeshou1dbeab1etohe1pwiththefo11owing: Understandingcontextusingcustomerjourneymapping Providingguidanceonhowtoactwithempathythroughadeepexp1oration
14、ofthecustomerexperiencethatappreciatesthediversityofneedsamongphysicians.MOreOnthis-Onthefo11owirPaaej Shapingexpectationsbyco-creatigwithcustomersthroughcreativefaci1itationtechniquesAddingtothecomp1exity,physiciansarenotahomogeneousgroupwhenitcomestoomnichanne1communicationneedsAnuancedviewoftheta
15、rgetcustomersisoftenneededtodeve1opanoptima1omnichanne1experience,aswe11asre1evanttargeting-toprovidetherightcontentthroughtherightcombinationofchanne1s,drivetai1oredcustomerengagement,andacce1erateproductuptake.Traditiona11y,priorto1aunch,pharmaceutica1companieshaveconductedmarketresearchtosegmentp
16、otentia1customersandidentifytargetphysicians,he1pdecidewhichgroupstoprioritisewithmarketingandidentifythetypeofcommunicationsbestsuitedtothem.Inmanycases,acompanywou1da1sohaveitswho1eCRMdatabasetaggedwithcustomersegmentdetai1s.Thishasbeenawaytohe1psa1esrepstai1ortheirconversationswithHCPs.Inthenewrea1ityofomnichanne1communicationsandeventOmnichanneIreps,itismoreimportanttoconductsegmentationsthatacc
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