Watch the full webinar and learn more about NBA approaches here.
An efficient orchestrated HCP engagement strategy, preferably a true omnichannel rather than multichannel, is the most critical business objective for pharmaceutical companies to position themselves as leaders in the industry. Besides helping with pre- and post-launch strategies – through educating customers and improving patient care – a true omnichannel strategy can generate key insights to help boost not only drug development but also the value of therapies for payers and key decision-makers.
This article will dive deep into what our webinar expert speakers believe to be key aspects to accomplish a true omnichannel engagement offering, with a focus on personalised, next-best action engagement (NBA). The speakers currently focus on implementing tools in their companies to drive omnichannel strategy, and the insights gathered from the discussion are shared in the form of a 6-stage roadmap to facilitate understanding of what to consider.
To understand the challenges the industry is facing to accomplish an orchestrated engagement approach, we asked webinar attendees to select the challenges that concerned them the most. We found that the most pressing challenges were: Having an integrated engagement capability, co-ordination across team members, and using data to power engagement.
We then went on asking what their main challenges are when implementing NBA to drive behavioural change, and we found that: measuring impact of NBA programmes, understanding the experience delivered across channels, and trusting recommendations —because the analytics is “glass box” —were the main concerns.
Based on these findings, it is clear that many organisations struggle with achieving a truly orchestrated engagement strategy and NBA integration. Yet, there are steps that can be taken to overcome these challenges and create a successful omnichannel offering that incorporates an effective NBA approach.
Our 6-stage roadmap is designed to guide organisations through the process of orchestrating their engagement efforts.
6-Stage Roadmap to Orchestrate a True Omnichannel & NBA Integration
1. Establish Your Goals and Objectives
Defining clear objectives is a critical first step in the omnichannel roadmap and NBA integration, as it sets the direction and purpose for the strategy. According to Michael Hicks, Executive Director Predictive Analytics Solutions at Novartis, having a measurable objective function is essential for connecting the vast amount of data within the medical community to actionable outcomes. Hicks highlights the challenge of assessing medical outcomes in comparison to sales outcomes and proposes an alternative approach for measuring medical goals. Instead of relying solely on sales-related metrics, Hicks suggests incorporating patient-oriented measures, such as doctor visits, to assess the desired impact of investments. To achieve this shift in perspective, collaboration with medical colleagues is essential in order to determine the appropriate focus on medical understanding and engagements.
2. Implement the Right Measurements
Effective measurement of progress towards objectives is paramount in the implementation of an omnichannel strategy. It is crucial that the chosen metrics are carefully aligned with the objectives at hand, taking into consideration relevant market factors. For example, when evaluating the impact of NBA techniques on medical information engagements and their influence on medical practices, it is recommended to use metrics specific to medical practice, such as the number of patient visits or therapy choices. On the other hand, when measuring the impact of a drug launch, it is more appropriate to utilize business-focused metrics, such as sales figures.
3. Build the Foundation for a Strong Data Infrastructure
Having the right data and data infrastructure is critical for pharmaceutical companies to accomplish omnichannel engagement, as it allows them to gain key insights into their customers' behaviours and preferences. With clean data, companies can tailor marketing efforts and customer interactions to be more personalised and relevant, ultimately leading to better engagement and satisfaction.
The ability to provide customers with a follow-up action that is both meaningful and tailored to their specific interests relies heavily on the quality and dependability of the data that fuels the NBA predictive model.
During the webinar, experts discussed leveraging patient data, and highlighted two main aspects to consider for this step: data compliance and data location. Data compliance is crucial and should be at the forefront of any strategy involving patient data or real-world data, as without anonymised and compliant data, no orchestration can take place.
Innovating how data can be gathered can differentiate how targeted engagement orchestration will be. As Igor Rudychev, VP of Enterprise Analytics at Horizon Therapeutics notes, the challenge for medical is how to use insights n from MSLs in the field regarding HCP interactions in a next best action model. Data location is also key to executing the orchestration, and webinar experts suggested storing integrated data in the cloud and in data lakes as an efficient strategy, given the massive amount of data needed for analytical engines. Having easy access to data globally and in real-time is also important.
4. Develop NBA Analytical Engines
Having the right analytical engines is crucial for pharmaceutical companies to achieve successful omnichannel strategies, as it allows them to gather and analyse vast amounts of data from multiple channels, providing a comprehensive view of customer interactions and behaviours that can inform more effective and personalized marketing strategies. During the webinar, experts highlighted the importance of artificial intelligence, specifically predictive analytics, and large language models (LLM) like ChatGPT for NBA integration, highlighting the technology as a tool that will define the future of customer engagement. Find more information on applications of artificial intelligence (AI) for NBA integration after the 6-stage roadmap.
5. Navigate Change Management Efficiently
To successfully implement an omnichannel strategy, companies must undergo significant changes to their processes, systems, and culture. To ensure success, effective change management is critical. This involves engaging employees and aligning everyone with the new approach, which can result in greater adoption, improved performance, and a better customer experience.
When it comes to field sales teams, managing change requires a direct approach that involves them in decision-making processes and adapts to their existing plans and diverse business models. In addition, involving marketing colleagues is essential because they have experience in creating tailored customer journeys across multiple channels. However, implementing artificial intelligence in decision-making and shortening customer journeys requires a cultural shift, which can only be achieved through early involvement of the team.
6. Constantly Challenge and Improve Your Strategy
Challenging and improving strategies while abandoning a risk-averse mindset is essential for fostering innovation, driving growth, and staying competitive in a dynamic business landscape. By encouraging critical thinking, embracing change, and continuously refining approaches, organizations can foster a culture of experimentation, adaptability, and continuous improvement, ultimately enabling them to seize new opportunities and achieve long-term success.
Role of AI in the future of omnichannel strategies
The potential for using AI in omnichannel strategies is enormous, and companies that are able to leverage data and analytics effectively can gain a competitive advantage in the pharmaceutical industry. We asked participants their main challenges when implementing AI and we found that quantifying impact of AI on business performance, establishing a methodology for evaluating AI-driven outcomes, and linking AI insights to actionable business strategies were the main challenges.
There are many simple and quick applications of generative AI, like predictive analytics and LLMs, that pharmaceutical companies are trialling to improve the customer experience and that can also provide valuable insights into customer behaviour and preferences:
Achieving a truly orchestrated engagement strategy is no easy feat, but it is possible with the right tools and approaches. By leveraging the power of AI, businesses can gain valuable insights into customer behaviour and preferences, enabling them to create more effective and personalized marketing strategies. As the field of customer engagement continues to evolve, it is clear that AI will play an increasingly vital role in driving success. To stay ahead of the curve, organizations must continue to innovate and experiment with novel techniques, embracing change and challenging the status quo.
Experts that contributed:
- Michael Hicks, Executive Director Predictive Analytics Solutions, Novartis
- Inna Glozman, Pharma Commercialization Strategist, Bayer
- Igor Rudychev, VP of Enterprise Analytics, Horizon Therapeutics
- Facilitator: Gareth Dabbs, Global Technology Product Strategy Head, IQVIA
Watch the full webinar and learn more about NBA approaches here.
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Related Content: Omnichannel: How will pharma get there?Connected HCP experiences: The holy grail of precision marketing
Primary Event: Customer Engagement USA 2023Précis: Discover a 6-stage roadmap enabling pharmaceutical companies to achieve a true omnichannel engagement strategy while seamlessly integrating next-best-action (NBA) approachesPremium`: Freemium`: Channels: CommercialTags: customer engagementOriginal Article
