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What If Pharmaceutical Companies Fully Embrace Omni-Channel Strategies?

Holistic digital experience for healthcare professionals and patients

Apr 2023

Omnichannel in Pharma Whitepaper
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Key Takeaways

  • The pharmaceutical industry is undergoing a significant transformation, with new technologies and changing customer expectations driving the need for a more omnichannel approach to customer engagement.

  • Omnichannel approaches can help pharmaceutical companies to improve engagement with healthcare professionals and patients, by providing personalized experiences across multiple touchpoints.

  • The use of data and analytics is becoming increasingly critical for the success of today's businesses. Omnichannel enables pharmaceutical companies to collect and analyze data from multiple sources, including sales data, customer feedback, and social media, to gain insights into customer needs and preferences.

  • The implementation of an omnichannel strategy requires a holistic approach, involving multiple departments and stakeholders within a company. This includes aligning sales, marketing, and customer service teams to ensure consistent messaging and an integrated customer experience.

  • The use of digital channels, such as social media, email, and mobile apps, can be used to deliver targeted messages to specific audiences, provide educational resources, and facilitate two-way communication with customers.

"By embracing omnichannel, pharmaceutical companies have the opportunity to transform the way they engage with healthcare professionals and patients, and ultimately improving customer engagement, increasing sales, and driving business growth in an increasingly competitive marketplace."



In the pharmaceutical industry, an omnichannel approach can help companies to improve engagement with healthcare professionals and patients, by providing personalized experiences across multiple touchpoints such as social media, email, and mobile apps.

An omnichannel strategy can also help pharmaceutical companies to increase sales, improve customer satisfaction, and gain valuable insights into customer behavior and preferences.

By implementing an omnichannel strategy, pharmaceutical companies can stay competitive in an increasingly digital and customer-centric marketplace.

Omnichannel is not just about providing a seamless customer experience, it's about creating a meaningful connection with your audience. "


Current pain points

Lack of Customer Engagement: Pharmaceutical companies may struggle to engage with healthcare professionals and patients, leading to a lack of customer engagement and loyalty.

Fragmented Data: Pharmaceutical companies often have multiple systems and platforms for managing customer data, sales data, and other information. This can lead to fragmented data and a lack of insights into customer behavior and preferences.

Limited Reach: Traditional sales and marketing channels may have limited reach, making it difficult for pharmaceutical companies to reach new customers or target specific segments.

Compliance Issues: The pharmaceutical industry is highly regulated, and companies need to comply with various regulations and guidelines related to marketing, data privacy, and security.

Lack of Agility: The pharmaceutical industry is constantly evolving, and companies need to be agile and responsive to changes in the market which is often difficult using traditional CRM strategies.


Solution: Omnichannel

Lack of Customer Engagement: Personalized experiences across multiple touchpoints, improving customer engagement and satisfaction.

Fragmented Data: Integrate their data systems and gain a more complete view of their customers.

Limited Reach: Leverage digital channels, such as social media, email, and mobile apps, to reach new audiences and deliver targeted messages.

Compliance Issues: Ensure compliance, by providing a centralized platform for managing customer interactions and data, and ensuring that all communications are compliant with industry regulations and guidelines.

Lack of Agility: Become more agile, by providing real-time data and insights into customer behavior and preferences, and allowing companies to quickly adjust their sales and marketing strategies as needed.


Adoption Challenges

Data integration and management: Pharmaceutical companies must integrate and manage data from multiple sources, including electronic health records, patient-generated data, and social media, to provide a seamless and personalized experience for patients and healthcare providers.

Investment in technology and infrastructure: Adopting omnichannel strategies requires significant investment in technology and infrastructure, including the development of mobile apps, online portals, and data analytics capabilities.

Stakeholder engagement: Pharmaceutical companies must engage with multiple stakeholders, including patients, healthcare providers, payers, and regulators, to ensure successful adoption and implementation of omnichannel strategies.

Change management: The adoption of omnichannel strategies requires significant changes to existing business processes and workflows, which can be challenging to implement and manage.

Measurement and evaluation: Pharmaceutical companies must develop metrics and evaluation processes to measure the effectiveness of their omnichannel strategies and make data-driven decisions to improve performance.

Privacy and security: The use of multiple channels to collect and share patient data raises concerns about privacy and security, which pharmaceutical companies must address through robust data security and privacy policies and practices.


Success Factor of Adoption

Clear strategy: A clear and comprehensive strategy that outlines the goals, objectives, and tactics for adopting omnichannel strategies is critical. This strategy should take into account the needs and preferences of patients and healthcare providers, as well as the regulatory requirements and competitive landscape.

Integrated technology infrastructure: Adopting omnichannel strategies requires a robust and integrated technology infrastructure that can support the collection, analysis, and dissemination of data across multiple channels. This requires coordination and collaboration across different departments and stakeholders within the organization.

Customer-centric approach: A customer-centric approach that focuses on delivering personalized and convenient experiences for patients and healthcare providers is essential. This requires a deep understanding of the needs and preferences of customers, as well as the ability to collect and analyze customer data to inform decision-making.

Cross-functional collaboration: Adopting omnichannel strategies requires collaboration and coordination across different functions within the organization, including marketing, IT, customer service, and regulatory affairs. This requires a culture of collaboration and a willingness to work across silos.

Continuous improvement: Continuous improvement is essential to the success of omnichannel strategies. This requires ongoing measurement, evaluation, and optimization of omnichannel programs to ensure that they are meeting customer needs and delivering business value.

Regulatory compliance: Compliance with regulatory requirements related to privacy, security, and advertising is critical. This requires a deep understanding of the regulatory landscape and a commitment to compliance across all channels.



of customers expect companies to provide an omnichannel experience, and that companies that provide an omnichannel experience are more likely to have loyal customers


companies with strong omnichannel customer engagement strategies retain an average of 89% of their customers, compared to 33% for companies with weak omnichannel strategies.


increase in sales

5.8 NPS

Strong omnichannel strategy have an average NPS (Net Promoter Scores) of 5.8 and increased sales driven by clinician KOL, compared to an average NPS of 2.9 for companies with a weak omnichannel strategy.


Case Study

KY & Company implemented an omnichannel approach to improve customer engagement and sales for a pharmaceutical company. We used Salesforce Service Cloud, a platform that integrates patient data from multiple sources, to provide a comprehensive view of patient needs and preferences.

The omnichannel approach included the use of multiple channels, such as email, SMS, phone, and in-person visits, to provide personalized support and assistance to healthcare providers. We also developed a mobile app that allowed healthcare providers to access patient information, medication information, and treatment plans on-the-go.

Another way an omnichannel strategy can personalize the customer experience is by providing a consistent experience across all touchpoints. For example, a customer who contacts a pharmaceutical company for information on a medication through social media should receive the same level of service

and information as a customer who contacts the company through a phone call or in-person visit. This can be accomplished by providing customer service representatives with access to the same information and training across all channels.

The omnichannel approach resulted in improved customer engagement and sales, with healthcare providers reporting higher levels of satisfaction and increased prescription rates.

The company also improved data quality and analytics capabilities, allowing for more targeted and personalized engagement with healthcare providers.

Overall, the use cases adopted an omnichannel approach in the pharmaceutical industry to improve customer engagement and drive sales.

"By using platforms such as Salesforce Health Cloud, we also helped our client integrate patient data from multiple sources and provide personalized support and assistance to healthcare providers across multiple channels."


Key Features

  • Omnichannel Routing: Service Cloud allows companies to route customer inquiries and requests from different channels, such as email, phone, social media, and web chat, to the appropriate agent or team. This helps to ensure that customers receive quick and personalized responses across all channels.

  • Knowledge Management: Service Cloud provides a centralized knowledge base that allows agents to access information and resources quickly and easily. This helps to ensure consistency and accuracy across all customer interactions, no matter which channel the customer is using.

  • AI-Powered Chatbots: Service Cloud offers AI-powered chatbots that can handle routine inquiries and tasks, such as order status updates, appointment scheduling, and prescription refills. This frees up agents to focus on more complex issues and provides customers with quick and efficient service.

  • Analytics and Reporting: Service Cloud provides powerful analytics and reporting tools that allow companies to track customer interactions and behavior across all channels. This helps to identify trends and opportunities for improvement, and to optimize the omnichannel strategy based on data insights.

  • Customizable Workflows: Service Cloud allows companies to customize workflows and processes to meet their specific needs and requirements. This helps to ensure that the omnichannel strategy is aligned with the company's overall goals and objectives.

Overall, these features of Salesforce Service Cloud can help pharmaceutical companies to integrate omnichannel strategies, by providing a centralized platform for managing customer interactions and data, and by enabling personalized and efficient customer service across all channels.


About KY & Company

Full-service digital transformation partner that integrates Strategy, Design, Engineering and Managed-services for Corporates & Government

Mike Kwok

Managing Director

KY & Company Hong Kong Office

Sudikshya Pant

Business Analyst

KY & Company Hong Kong Office


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