Omnichannel Success Series, Part 4: The Power of Measurement and Agility

Omnichannel Success in the Pharmaceutical Industry: The Power of Measurement and Agility

In today’s rapidly evolving pharmaceutical landscape, achieving omnichannel marketing and engagement success is crucial. To effectively navigate the dynamic pharmaceutical environment we work in, measurement and agility are key, and it is important for us to measure and continuously adapt due to the evolutionary nature of today’s world. We need to welcome the role of data and the shift towards data-driven decision making, along with the tools and technologies that enable agility. There are common challenges in the pharmaceutical industry, such as data silos and capability gaps, which we can address by understanding the importance of process, culture, and behaviour change to foster agility.

Omnichannel Measurement Framework

We have access to lots of data within the pharmaceutical industry, which can present us with both opportunities and challenges. However, if we harness the power of measurement and leverage the wealth of information available to us, we can access the true potential. To ensure we recognise and employ the transformative potential, it is essential that we have a clear understanding of what needs to be measured and why. By defining actionable metrics, pharmaceutical companies can focus on meaningful insights that drive impactful decision making. The key is to establish a measurement framework aligned with your strategic objectives, which will ensure that the data you collect supports actionable outcomes you can implement. It is important that you and your teams develop effective measurement practices, otherwise impact and agility can be tarnished, which will lead to decisions that lack the necessary foundations to adapt and optimise successfully.

Data-driven Omnichannel

Data-driven decision making has taken the front seat within the pharmaceutical industry in recent times, allowing us to accelerate the speed at which we can make informed decisions. This has been driven by the accessibility of real-time and regularly updated data. Across various industries, companies are now embracing new tools and technologies, such as AI-driven marketing automation tools, to help businesses gather valuable data about the behaviour of their customers and, to access and analyse data more efficiently. This enables agile decision making, as insights can be derived promptly, and actions can be taken in a timely manner to optimise activities.

Omnichannel Marketing and Engagement Agility

The role of agility and adaptation ensures that omnichannel marketing and engagement are not static but evolve over time. To achieve peak impact, we must embrace the evolutionary nature of omnichannel and constantly adapt. Traditional planning cycles, which relied on annual or bi-annual updates, are no longer sufficient. Instead, a more agile approach is necessary, with shorter planning cycles and the ability to pivot quickly based on emerging insights. This requires a paradigm shift and support around process, culture, and behaviour change to foster organisational agility, while ensuring proactive action can be made based on the insights derived from the data.

Data silos also pose a significant challenge within the pharmaceutical industry, and to ensure we inspire exceptional omnichannel marketing strategies and engagement, data silos need to be broken down to drive collaboration. It is important to ensure that data is shared internally and is accessible across functions. Field forces may not have access to critical marketing insights, while marketing teams may lack the necessary insights from the field, for example. Overcoming these challenges requires a centralised and connected data infrastructure that enables easy access to relevant information. By implementing this, we can leverage comprehensive insights to enhance our omnichannel strategies while ensuring our teams are singing from the same hymn sheet.

Understanding what to measure and how to use insights can be a capability gap for many pharmaceutical teams, so it is important to invest in training and development programmes that enhance measurement skills and data literacy across the organisation. By building a culture of data-driven decision making and providing the necessary support and resources, we can bridge these capability gaps and empower your teams to optimise omnichannel marketing and engagement strategies.

Measurement and agility are fundamental to achieving omnichannel success. With access to vast amounts of data, pharma teams must define actionable metrics and use insights to drive decision making. Embracing data-driven decision making, adopting agile planning cycles, and breaking down data silos are all critical steps to improving your brand positioning. By addressing capability gaps and fostering a culture of measurement and agility, we can continuously adapt omnichannel strategies to deliver exceptional customer experiences. In turn, we will positively impact lives and stay ahead in the ever-evolving landscape.