In October 2024, a live panel focused on how pharma marketers could benefit from thinking differently to fully understand the unmet needs of their HCP and patient audiences. By following a customer-centric mindset, the panel discussed how improved experiences could lead to better outcomes across specific platforms. While the goal might be to reach the right customer, through the right channel, with the right content, at the right time, organizations needed to truly understand the customer engagement journey. They emphasized focusing on a select number of channels and touchpoints where they could create a differentiated and personalized experience.
The panel brought omnichannel strategies and tactics to light, discussing how organizations could leverage critical business questions and customer insights as keys to success, rather than adopting a "be everywhere for everyone" approach. They highlighted that less might indeed be more for the future of omnichannel engagement and customer experience in the biopharma industry.