Part 2: Doing Omnichannel Marketing

In my last blog, we discussed defining Omnichannel marketing. Now, we're going to discuss doing Omnichannel marketing.

Remember what Yoda said… Do or do not, there is no try.

I see many of our customers getting trapped in the theory of Omnichannel, and it's paralyzing.

I'm here to free you from this analysis paralysis with some very simple steps to crawl, walk, and then run with Omnichannel.

From a crawl standpoint, establish business rules for all of the solutions you plan to deploy. A well-organized, multichannel plan is an important start. Customer segmentation is also key. But to dip your toe into Omnichannel, you need business rules based on channel engagement, prescribing patterns, or even clinical triggers.

From a walk standpoint, start connecting dynamic journeys. It doesn’t have to be overly complex or a year-long effort. In fact, we often recommend thinking about a connected HCP experience over a relatively short period. For example, if an HCP sees one of your target patients, try to imagine how, for the next 3 weeks, every interaction with your brand and content reinforces and builds on what they would need to know to make the best decision for that patient.

From a run standpoint, this is when A/B testing comes in and you live in the world of real-time experimentation. You have business rules in place, and you have orchestrated channels all set. This is when you should be asking: better A or better B? And like your eye doctor, you start with bigger differences and fine-tune based on response data. Perhaps start with different message cadences, then progress to different creative, then to different copy. A strong optimization partner can help you design the test experiments to learn quickly.

Now that you have these practical steps to doing Omnichannel… give it a try, and feel free to reach out if we can support you on your journey.