Omnichannel vs. Multichannel Marketing: Which Is Right for Pharma?

Choosing between multichannel and omnichannel is one of the most relevant debates that most marketing managers, brand managers, and market KOLs generally might have lately due to the domination of the omnichannel marketing trend.

Before we delve deeper into the key differences between both and which can be more beneficial to your pharmaceutical entity, let us tackle the definition of each first!

Multichannel Marketing: A Product-Centric Approach to Sell

Multichannel marketing is a marketing strategy that includes multiple channels. It mainly focuses on product-centric marketing that uses customer’s preferred communication channels without linking between such channels or the need to integrate them in one holistic plan.

Omnichannel Marketing: A Customer-Centric Approach to Sell

Omnichannel is a more customer-centric marketing approach that utilizes customized messages to be communicated through all possible channels, while integrating all these channels seamlessly in one holistic plan where each channel continues a missing part of the story.

The Difference Between Omnichannel & Multichannel Marketing Made Simple

The key difference is that multichannel marketing includes a limited selection of content channels, while omnichannel marketing includes all of them. By definition, multichannel means “many channels” and omnichannel means “all channels”.

In today’s digitized world, most HCPs and patients demand pharmaceutical companies to address them with highly personalized messages and through multiple channels with very limited tolerance to any lack of synchronization between these channels, which makes omnichannel more likely to meet HCPs and patients’ expectations and needs.

Let Us Dig Deeper Into the Benefits of Integrating Omnichannel Communication in Pharma Companies!

• Omnichannel provides a more seamless and personalized customer experience. In the pharmaceutical industry, it is important to build trust with healthcare professionals (HCPs) and patients. Omnichannel marketing can help to achieve such objective by providing consistent messaging across all channels and by tailoring marketing messaging to the individual needs of HCPs and patients.

• Omnichannel can help improve brand awareness and increase sales. By reaching HCPs and patients through multiple channels in an integrated way, pharmaceutical companies can significantly increase the visibility of their brands and products, which can lead to increased sales and market share.

• However, omnichannel marketing can be more complex and expensive to implement than multichannel marketing. This is because it requires a more integrated approach to marketing, and it requires the presence of multiple skills to track and manage customer interactions across multiple channels.

Orchestrator: Your Companion on the Road to Perfecting Omnichannel Marketing

Orchestrator mainly aims to facilitate the process of training your team to acquire the needed skills to manage, create, and execute successful omnichannel marketing campaigns with strategic objectives and SMART objectives.

Moreover, Orchestrator empowers your team to interpret multiple customer profiles and business situations to study the sound segmentation and most effective angles, using which they can influence HCPs and increase conversion and prescription rates.

If you find yourself interested in knowing further details about Orchestrator, you can visit the product’s page and get to know all about it in details here.