The popularity of omnichannel approach is growing across all markets and regions, leaving multichannel behind. Giants like Amazon, Disney, and Starbucks have already built their own omnichannel digital marketing strategies. Unveil the difference between multichannel and omnichannel engagement in pharma marketing and choose the best way to launch your next HCPs engagement campaign. Contact Viseven to build the efficient multi/omnichannel strategy: https://viseven.com/contact-us https://viseven.com/ Subscribe to youtube channel https://bit.ly/38owdcN

2. 1. Digital Transformation: What is happening out there
2. Omnichannel marketing: How does it transform industries
3. How do Amazon engage customers with omnichannel
4. Ways of overcoming barriers to omnichannel implementation in pharma
and medical devices companies
5. The role of Modular Content in omnichannel marketing: COPE approach
Agenda

3. “Digital transformation is not just
a trend – it is a strategy for all the
businesses within the next years”.
Digital Evolution within Industries

6. Meaningful moves in pharma digitalization history

7. The transformation in pharma is powered by
core digital enablers:
Cloud
Computing
Big
Data
Artificial
Intelligence
Internet of
Things
Mobility

8. Most engaging channels in HCPs communication
73% prefer emails
87% see a lot of benefits in digital devices
57% see value in social media
46% use medical journal websites
Resource: Healthcare Professional Communication Report 2018
79% use materials given by life sciences companies

9. Single-Channel vs Several Channels
Marketers using three or
more channels in campaigns
earn 90% higher customer
retention than those using
single-channel campaigns.
Customer
retention rate for
single-channel
marketers
34.8% 66.12%
Customer
retention rate for
three or more
channels
Customer retention rate
Resource: https://www.clickz.com/onmichannel-marketing-automation-statistics-for-2019/231381-2/231381/

10. Single-channel marketing (“one” channel) – refers to the ability to interact with your
target audience via only one channel.
!The risk - missed opportunities as your target audience must be using alternative
channels.
What is single-channel marketing?

11. Multichannel marketing (“many” channels) – refers to the ability to interact with
your target audience via different channels.
What is multichannel marketing?
All channels are
available to the
HCP, but are not
cross-connected

12. Omnichannel marketing (“all” channels) – refers to the multichannel approach,
which revolves around the HCP and provides a single, unified experience for the customer
across all the channels.
Omnichannel marketing ensures that no matter which channel the HCP will choose,
the message will be seamless.
What is omnichannel marketing?
All channels are
available to the
HCP and are
cross-connected

13. All channels are available to the HCP, but
are not cross-connected
All channels are available to the HCP and
are cross-connected
Evolution from multichannel to omnichannel marketing

15. Strong brands choose omnichannel
marketing strategy
Multichannel approach turns to Omnichannel one

16. Amazon omnichannel approach: general overview
Connected
Customer
Experience
Omnichannel
Marketing
Building
Customer
Profiles
Amazon
Database

17. Amazon omnichannel approach: general overview
Connected
Customer
Experience
Omnichannel
Marketing
Building
Customer
Profiles
Amazon
Database

18. And how all this omnichannel magic can
work in pharma?

19. 1 2 3 4
INTERACT WITH
TARGET AUDIENCE
VIA CHANNELS
THEY PREFER
INCREASE CONSUMER
ENGAGEMENT &
CONVERSION
REDUCE CUSTOMER
ACQUISITION COSTS
DELIVER RELEVANT
CONTENT TO THE
TARGET AUDIENCE
Wins you get with omnichannel marketing

20. WIN LOYALTY
IMPROVE BRAND
PERFORMANCE
MEASURE
COMMUNICATION
EFFECTIVE
COMMUNICATION
Omnichannel marketing – what it gives to pharma

21. What can be a barrier to omnichannel
marketing implementation
• Cost and complexity
• Availability of suitable technology
• Appropriate content
• Legal restrictions on the content
• Acquiring the appropriate professionals

23. Approved
Email
Omnichannel
campaign
Website
Broadcast
Email
E-Detailing
Analytics and Data
APIAPI
API
API
API
API
Micro services
Architecture
Webinar
Web Meetings
eLearning
Mobile App for Pharmacists
Patients’ portal
Mobile App for Physicians
Patients’ Support Program
Congresses
Content is Connecting us

24. The Solution: MODULAR CONTENT​
Mix & Match in a flexible way

25. What is a module?
DESIGN
CONTENT
META-DATA
MODULE

26. • Modular content framework
to create, update, and reuse cross-channel modules
• eWizard omnichannel content Builder,
Localizer, Converter
to assemble cross-channel content within global templates, update
and localize content effortlessly and in a cost-effective manner
• Integrations with corporate ecosystem
to publish modules for approval and distribute final content to all
channels and systems automatically:
Veeva, Veeva Vault, Salesforce Marketing Cloud,
Adobe Experience Manager, etc.
Key capabilities:
eWizard Platform – digital content authoring solution
for omnichannel pharma marketing

27. Cross-channel connected modules
Platform and integrations
Content Factory and strategic content
management approach
How we do it:

28. eDetailing Email Web
Final content assemblies from
cross-channel modules​
COPE: create once – publish everywhere

29. Case Study: Modular content creation approach
✓ 3 times faster go-to-market process - from 1 month to 7 - 10 days
✓ Improved cost efficiency: 25% re-use rate across cycles for local materials
✓ Performance increase
✓ Better alignment: content is completely aligned to local market needs
✓ Administrative relief for brand teams through central agency coordination
The company is listed among Top 15 global pharma companies
with 300+ brands in portfolio
Goal:
• Reduce time-to-market
• Maintain quality
• Save agency costs
Results:

30. Philosophy of Modular Content
WINS
Stricter brand governance
over the content published
More definitive measurement of
message effectiveness and reuse
Consolidation of medical and
legal review
Ability to create dynamic
personalized content
4 times faster time to market 50% reduction in agency costs
Direct connection to target
systems

31. VR/AR
Landing Pages
Mobile Apps3D Video
Surveys eLearning
We are experts in creating Pharma Omnichannel content
Content types:
eDetailing Email Templates Remote Detailing
With a strong focus on Pharma and Life Sciences customers
Operating since 2017

32. 10
Years expertise of content development
in global pharmaceutical market
OVER
30
Pharma and Life Science customers
OVER
100
Agencies are subscribed to our technology
OVER
Veeva Level 4 Certified Agency since 2013
Veeva Technology Partner since 2019
Viseven at a glance

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