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Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
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Article
Why Pharma Marketers Are Embracing Omnichannel Marketing
Jul 15, 2021
Summary
In today's rapidly evolving industry environment, pharmaceutical marketers are challenged more than ever to reach and engage their customers. With the growing number of uncoordinated communication channels, the constantly changing behavioral influences on consumers, healthcare professionals, and payers, and spiraling promotional costs, marketers are asking themselves how to best achieve commercial success.
In response to these challenges, there is a lot of buzz around omnichannel marketing as a potentially more powerful approach to orchestrating and optimizing all the marketing efforts across all channels and multiple stakeholders. Omnichannel marketing is emerging as the way forward by enhancing engagement across personal, non-personal, and media challenges to meet the integrated needs of providers, patients, and payers.