Four perspectives from life sciences companies on multichannel engagement
pharmafile | August 23, 2019 | News story | Business Services, Manufacturing and Production, Medical Communications, Research and Development, Sales and Marketing | Bayer, Biogen, GSK, Lifesciences, Teva, healthcare, pharma
By 2020, 70% of HCPs are expected to be digital natives, whose experiences with mobile, social, and digital technologies in their personal lives raise their expectations for business interactions. As more channels become available to HCPs, life sciences companies must adapt their approach to engaging with these customers.
Hear four perspectives from life sciences companies on how they are approaching multichannel engagement:
1. Bayer on taking an integrated multichannel marketing approach
Bayer discusses how they can reach a broader range of HCPs using new channels such as webinars, or remote meetings with traditional face-to-face channels. Field teams now get rich data from these activities, learning what works, what customers want out of these interactions, to better tailor future interactions.
2. Teva on creating cohesive customer journeys through governance
Life sciences companies need to break silos between IT and Business functions to deliver best-in-class customer engagement. Teva’s ambition is to get both teams to work on developing cohesive journeys by setting up clear governance practices. They are and moving away from a “spray-and-pray” to a more focused and personalized customer-centric approach.
3. GSK on delivering personalized engagement
GSK recognizes the role compliant email plays in multichannel engagement as the “glue” that links all channels. With compliant emails, GSK has improved channel engagement by 37 times. They were able to create new touchpoints and help their field teams establish higher quality and personalized relationships with HCPs.
Field teams deal with a wealth of information in their customer interactions and often do not have the time to digest it all. Biogen, Grünenthal, and GSK talk about how field teams have more coordinated and informed interactions with HCPs leveraging timely insights right on their iPads.
Want to hear more about life sciences companies’ experiences with multichannel engagement? Join us at 2019 Veeva Commercial & Medical Summit, Europe.
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