Omni Know-How
May 27, 2026
Written by Tara Hubbard and Zach Shapiro
What is omnichannel to you?
A buzzword, strategy, transformation, planning tenet, executional layer, and approach that everyone uses — but often in slightly different contexts.
Executing these various interpretations of omnichannel within healthcare organizations has been challenging to scale. Much of this challenge stems from unclear objectives, the pursuit of a “perfect” customer journey, and a lack of connectivity across stakeholders. In fact, 2025 research suggests the industry opportunity is less about adopting omnichannel and more about orchestrating it effectively, as HCP expectations for personalized, connected engagement continue to outpace current execution models.¹
When we examine the landscape more closely, we see that pharma marketers have struggled for years to connect behavioral changes to differentiated content and touchpoints across stakeholders. Sometimes the challenge has been that the industry lacked the infrastructure — both technical and medical/legal/compliance review processes — to support it. Sometimes the data wasn’t available to enable it. Sometimes the content wasn’t developed to deliver it. And sometimes there simply wasn’t enough connectivity across tactics and channels to fully realize the value of omnichannel engagement.
At Relevate Health, we’ve focused on addressing each of these “sometimes” scenarios, and we are now seeing more tangible opportunities than ever to integrate Field, DTC, and HCP stakeholders through omnichannel activation.
These opportunities are fueled by three key factors:
1. Precise Data Signals
The evolution of data signals that can be leveraged to enable connectivity and integrated experiences is the single greatest driver of omnichannel success. We enable highly specific data inputs that drive more relevant content, channel selection, and touchpoint optimization.
Clinical and Behavioral Data Signals – Using data from the point of clinical decision-making and the EHR, we can identify variables at the NPI level, including patient diagnosis and lab data, patient visit recency, prescription activity, patient volume, order sets, and more.
Promotional Data Signals – Leveraging data from promotional touchpoints across both the point of learning and point of clinical decision-making helps empower a broader omnichannel ecosystem. Touchpoints can include impressions, opens, engagements, rep calls, congress attendance, speaker program participation, and more.
2. Common Tracking Variables
Solutions that can be tracked through a common variable (NPI) are foundational to connected omnichannel engagement.
The HCP sits at the center of the omnichannel ecosystem. We have long been able to track HCP behavior through NPIs, and rep activity is typically recorded through systems such as Veeva CRM and Salesforce. Now, with the rise of marketing activity within the EHR, we can leverage patient and clinical signals to enable journeys with greater precision and relevance.
At Relevate Health, we can reach and engage patients directly from the EHR and track individualized engagement activity back to the NPI associated with that patient encounter.
3. Bi-Directional Journeys
The proliferation of decision engines — evolving from manual programming to AI-enabled automation — is enabling more holistic customer journeys.
Combined with partners like Relevate, who can run autonomous journeys and ingest signals at scale while executing orchestrated engagement across the funnel, we can feed data back into pharma omnichannel technology stacks and also ingest signals from pharma decision engines. This bi-directional flow enables pharma organizations to operate in real time, provide guidance and optimization inputs, and continuously learn from every touchpoint.
So, how does this play out across HCP, DTC, and Field activation?
- An HCP receives a relevant, timely message within the EHR based on precision/data-driven business rules tied to the specific patient type they are seeing and subsequently prescribes Brand X.
- This NPI-level data point then triggers the patient to receive an informative printout within their discharge paperwork related to available financial savings resources for their treatment.
- Simultaneously, the EHR message triggers a personalized Field Salesforce email to the HCP, informed by both clinical and activity-based data signals, offering additional support and an invitation to a 1:1 in-office KOL engagement.
- Weekly physician-level data across channels informs the next-best message and provides valuable brand insights back to clients.
Want to learn more? Call us.
At Relevate Health, we believe in prompting better healthcare decisions through omnichannel activation. Our focus is on driving connected and orchestrated experiences that are precise, relevant, and personalized for each target customer.
¹ Precision AQ. 2024 State of Omnichannel Customer Engagement in Biopharma Global Trends Report. Published February 2025.