Using Data and AI to Accelerate Omnichannel Strategy

In today’s healthcare marketing landscape, success in omnichannel strategy depends on using data intelligently and efficiently. AI is helping Relevate accelerate what we’ve always done: understanding HCPs, mapping patient journeys, and tracking market dynamics. By layering AI on top of strong data foundations, we are transforming familiar processes into faster, smarter, and more scalable engines for engagement. The following outlines our four-pillar strategy for AI and data to work together to drive precision, personalization, and measurable omnichannel outcomes.

1. Establish a Unified Data Foundation for AI Enablement

To unlock AI’s full potential in omnichannel, organizations must first build a centralized data infrastructure, often a longitudinal HCP record housed in a data lake or CRM. This foundation enables AI to:

• Predict HCP needs by analyzing behavioral, clinical, and engagement data over time.
• Support real-time decisioning engines that fuel next-best-action strategies.

2. Use AI to Deepen Insights and Drive Precision Engagement

AI enhances the quality, depth, and connection of data, making it possible to:

• Understand HCP sentiment through social media scraping, search behavior, and digital footprints.
• Model patient and journeys across complex therapeutic areas, identifying friction points and optimizing touchpoints.
• Pinpoint who HCPs learn from, what content they engage with, and where they are most active.
• Track competitive intelligence by monitoring changes in competitor websites and publications in real time.

3. Activate Insights Through Omnichannel Execution

This pillar focuses on how we turn rich, longitudinal data into meaningful engagement across channels.

• Transform insights into action: By analyzing behavioral, clinical, and engagement data, we uncover patterns that inform HCP preferences, patient needs, and content relevance.
• Deliver personalized experiences: These insights guide message delivery across EHR, email, display, and social platforms—ensuring each touchpoint is timely, targeted, and contextually appropriate.
• Adapt based on performance: Engagement signals and feedback loops help refine channel mix, content strategy, and timing, allowing campaigns to evolve in real time.
• Measure what matters: KPIs such as engagement lift, message relevance, and prescribing behavior change validate the impact of data-informed omnichannel execution.

This pillar ensures that insights do not just sit in dashboards—they drive measurable outcomes across the HCP journey.

4. Ensure Governance, Ethics, and Organizational Readiness

As AI adoption accelerates, governance and guardrails become essential:

• Ethical use of data, especially in healthcare, requires transparency, bias mitigation, and privacy-first design.
• Internal teams must be educated on omnichannel structures, especially the presence (or absence) of first-party CRM systems, which shape how AI can be deployed.
• A “Crawl, Walk, Run” approach helps organizations scale responsibly—starting with foundational data use, then layering channels, and finally activating predictive models

This four-pillar strategy ensures that AI and data are not just supporting omnichannel efforts—they’re accelerating them. By building a strong data foundation, generating rich HCP insights, and activating those insights through orchestrated engagement, we’re transforming how healthcare marketers connect with providers. With governance and readiness in place, we can scale these efforts responsibly—delivering precision, personalization, and measurable impact across the HCP and health system journey.