Omnichannel Adoption As a Procurement Strategy

There has been no shortage of think pieces expounding the benefits of omnichannel for customers and brands. When brands optimize engagement, effective tactics can allow an HCP to have a better experience.

However, I want to look at the value of omnichannel adoption through the lens of another key stakeholder – marketing procurement. Plain and simple, the focus of marketing procurement for pharmaceutical manufacturers is to maximize the value of marketing spend for the enterprise. Essentially, an ROI analysis, “For every dollar in brand or comms spend, what is my organization’s return?”