Case Study: Is Omnichannel a Flop in Pharma? Strategizing, Measuring and Optimizing Customer Engagement

Session details:

The implementation of omnichannel strategies in the pharmaceutical industry has often been criticized due to persistent challenges like departmental silos, slow digital adoption, and unclear metrics for evaluating success. This presentation explores how these barriers can be overcome through the internal ownership of digital analytics, improved collaboration across teams, and the use of actionable, data-informed planning. A phased, multi-year strategic roadmap was used to improve operational agility, enhance the use of data, and tailor engagement with healthcare providers (HCPs). As a result, the organization saw measurable gains in digital performance, cost-effectiveness, and HCP outreach. These outcomes demonstrate that, when executed with clear strategy and cross-functional alignment, omnichannel engagement in the pharmaceutical sector can be both effective and scalable.