If 2021 was the year of omnichannel, what should we be looking at as the next big change?
Authored by Maxine Smith, Managing Director, Uptake Strategies for the PME Pharma Marketers’ Blog
In this article, Maxine congratulates the winning entry – Allergan Aesthetics, an AbbVie company with support from Makara Health and Actando – as well as the shortlisted entries that covered capabilities ranging from straightforward product and market knowledge to MSL team learning to customer relationships.
Maxine noted that the programmes were structured very differently from those of previous award winners.
If 2021 was the year of omnichannel, what should we be looking at as the next substantial change?
Maxine responds to this question with various answers that we should be considering, including owning our own learning and doing it little and often. Maxine states that in the same way that, as an industry, we are trying to enable our customers to be the drivers of engagement, channels, and content through omnichannel capabilities, we should also be looking to be the owners of our development and see it as an ongoing, iterative journey and not a set of one-hit interventions.
Maxine also mentions using our data effectively. As more of our customer interaction moves to an omnichannel approach, we will need to consider how we are going to be ready to handle all the data at our fingertips.