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Blog
The Journey towards Omnichannel Harmony
Carrie Evans, Director of GTM Strategy and Offering Development, Commercial Engagement Services, IQVIA
Oct 15, 2024
  • Blogs
  • The Journey towards Omnichannel Harmony

Introduction

HCP Engagement continues to evolve towards the need to embrace digital capabilities ensuring a tailored approach, delivered in a personalised, yet cost efficient way. Ensuring the right communications, delivered at the right time, using the most appropriate channel with tailored and personalised content remains a challenge for brand teams but equally critical to ensure the successful integration of medicines into clinical practice as well as helping to facilitate longevity of relationship between HCPs and life sciences. Achieving this harmonisation across personal and digital channels is increasingly highlighting opportunities to collaborate with experienced outsourcing partners such as IQVIA Commercial Engagement Services, to strengthen field-based capabilities for HCP Engagement and leverage resources and expertise at scale and speed, to fast track omnichannel proficiency. In this blog we will highlight how pharma are progressing with this journey towards omnichannel harmony and some of their key priorities in striving to best achieve this goal.

Time to take Omnichannel Action!

As we continue to adapt to living with Covid 19, the world post-covid has enabled us to embrace the full potential of advancing digital capabilities for HCP Engagement. Utilising robust data and analyses has accelerated our understanding of the preferences of our customers; to better consider different persona types, the way our customers prefer to consume information about brands as well as their associated services and offerings and being able to demonstrate a real and tangible difference to the lives of patients and deliver a more positive customer experience.   However, despite significant advancements in digital, HCPs remain clear in their communications that they still value a more personalised interaction with life sciences.

Face to face remains the preferred channel for HCP Engagement globally (ref: CD) and it is therefore increasingly important to ensure customer facing teams orchestrate omnichannel harmony through both omni-personal and omni non-personal channels reflecting the shift of HCPs to spend more time conducting their own research online through non-personal channels as well as through interactions with field-based customer facing teams. Delivering a trusted HCP Customer Experience (HCP CX) remains predictive of the outcome of the engagement, ‘get it right’ and it can lead towards a greater trusted relationship between the HCP and the Company, however the wrong ‘blanket’ approach can be costly in terms of resources as well as the long-term impact on building and strengthening longevity of customer relationships.

So where are life sciences currently on this journey towards Omnichannel Harmony?

The most important thing to keep in mind is that the HCP experience is predictive of the engagement outcome. By tailoring omni-channel content to suit individual’s communication preferences, a sales team can increase the likelihood of success in terms of improved outcomes as well as a trusted HCP customer experience (HCP CX).

The IQVIA omnichannel commercial adoption ladder (image below) demonstrates the combined role of people, data, and tech capabilities and how they can feed into promoting omnichannel harmony. A recent IQVIA poll demonstrated that 91% of those companies asked are currently stating that they either provide multi-channel engagement with an increasing use of digital channels yet limited synchronisation across channels or Multi Channel Management which introduces an element of orchestration however lacking full analytics and tracking capabilities with an aligned focus on customer experience. Those respondents that stated they were providing Omnichannel Harmony at present were all with a digital background, suggesting that people-based channels had not been considered into their model for HCP engagement and purely digital engagement alone.

Where is your organisation today on the journey towards Orchestrated Omnichannel Excellence & Harmony?

What type of priorities have been you adopted to drive greater Customer Engagement and advance towards Omnichannel Harmony?

A recent IQVIA survey has suggested that building Hybrid capability (defined as Face to Face plus Remote engagement) has been the highest area of focus across life sciences, this is no surprise following the huge shift made towards remote engagement during the pandemic, however with the growing preferences of HCPs to have face to face interactions with Industry, this approach now provides the best and most flexible alternative. The increased use of personalised content enables brand teams to better respond to the changing preferences of HCPs, adapting content accordingly to each channel utilised. The advancements in digital are equally apparent with an increased focus on integrating CRM systems with advancing data and technology through a robust digital infrastructure.

However now is the time to look to bring these elements together in a seamless and harmonious way as part of a broader commercial HCP Engagement Omnichannel strategy. Principles outlined here relate to commercial but are equally true for medical engagement strategies.

The value of outsourcing in delivering Omnichannel Harmony

Commercial outsourcing is very simply the practice of hiring a third-party service provider to manage some or all a company's commercial tasks. There are many reasons why you may consider outsourcing as a viable and strategic option for your business and several factors have contributed to the growth of outsourcing with a growing need requirement in life sciences to look to increase efficiencies whilst managing cost.

With flexible models of outsourcing HCP engagement commercial solutions that cover short- and longer-term customer facing solutions, IQVIA can provide single or multiple skilled HCP Engagement roles quickly and flexibly to speed up implementation across the brand lifecycle. Accessing external expertise around your data requirements can help to maximise the new opportunities through advancing technology by initiating a step-change in innovation to your organization. This enables you to meet a specific customer priority or maximise an opportunity in a new or existing market without the need to build the infrastructure or recruit and hire internally with the future flexibility to scale up or down as required.

Ensuring you get the right capabilities to optimise HCP engagement sits at the very heart of any Omnichannel strategy and remains critical to meet the needs of your brand and portfolio. IQVIA have over 40 years of experience empowering the commercialization journeys of all types of life science companies and currently have deployed more than 5,000 people in more than 50 countries across 20+ therapy areas. With a growing portfolio covering everything from vacancy management to customer-managed teams, IQVIA-managed teams and IQVIA engagement specialists we offer a proven solution that will fit your needs.

Talk to us today about how we can help accelerate your Omnichannel journey!

Introducing IQVIA Engagement Specialists

Accelerate your business outcomes and deliver a trusted customer experience by leveraging tech enabled Engagement Specialists armed with the right insights, technology and expertise to optimize all your HCP engagements.

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White Paper
Time to Take Omnichannel Action

Delivering an Optimal Customer Experience Through the Harmony of People-Based and Digital Channels
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Strengthen Your Brand with Commercial Outsourcing
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