The Omnichannel Opportunity for Medical Affairs

Most of us now see that medical affairs must be a significant part of the HCP engagement mix, leveraging higher levels of trust, access and communications to establish and sustain genuine relationships.

However, in critical areas, medical teams are too far behind. To become a trusted HCP partner, medical must learn to operate not just in multiple channels, but to provide seamless experience with consistent scientific messaging integrated into a single communication environment. They must master omnichannel.

This whitepaper proposes that succeeding in medical involves harnessing an engagement model that builds communication across various marketing channels - and uses highly personalised delivery methods to guide customers through multiple journey stages. This may require modular, tailored content, available on demand. We explore how the data-flow from omnichannel provides value back to medical, any why taking this approach allows us to upgrade our understanding of HCP preferences via real-time analysis of behavioural data.

The time is right to seize this opportunity. Restrictive internal and external processes, burdensome legacy systems, capability gaps, and innovation-resistant mindsets must be overcome if we are ever to become part of the answer.