Identifying the right channels for your omnichannel campaign

When planning any healthcare professional (HCP) engagement campaign, one of the most frequently asked questions is: “Which channels should I use?” While this is a critical consideration, the answer depends entirely on your strategic objectives.

Before diving into execution, ask yourself:

• Are you trying to increase reach to new HCPs?
• Do you want to boost the frequency of interactions with existing customers?
• Is your goal to enhance impact during each touchpoint?
• Or are you aiming to enable peer-to-peer communication through social selling?

Aligning Channels with Your Objectives

If your objective is to add frequency, then your strategy might be to leverage mostly low-touch channels to increase frequency. Channel options could therefore include remote rep or MSL, pharma self-service portal, and/or rep-triggered email.

If you are aiming to add impact, then your strategy would be to make every encounter count more, in which case closed-loop marketing (CLM), rich media, and/or personalized content would be channels to consider.

To increase reach, you need to connect with customers you are currently not seeing, whether they are no-access customers or those affected by restricted resources or geographic difficulties. To accomplish this objective, you could consider any of the following: pharma email, pharma self-service portal, third-party site/newsletter, remote rep or MSL, call center, pharma webcasts, eMedical education, or banners.

If you want to facilitate “social selling” (aka peer-to-peer communications), then you need to help customers (mainly HCPs) connect with each other to personally endorse key messages. In this case, your channel options would include (KOL) webinars, virtual advisory boards, and/or HCP and patient networks.

Less Can Be More

Just like with content, channel selection should be intentional. You don’t need a large number of channels—just the right ones. By aligning your channel mix with your campaign goals, you can reduce complexity, lower costs, and focus your resources where they’ll have the greatest impact.

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