• by Chad Childress , February 18, 2025

Chad Childress, EVP, Paid Media, Spectrum Science writes “Omnichannel marketing is more viable than ever, with AI and automation making it easier and more cost-effective. More importantly, it’s the key to delivering better patient experiences.”

As budgets have recently tightened, some pharma marketers, not surprisingly, have grown disillusioned with omnichannel marketing—not because they doubt its value, but because they’ve struggled to make it work or generate a clear ROI. 

Many have invested heavily in CRM systems, marketing automation and connected media strategies, only to pull the plug when the complexity becomes overwhelming whether the cost of entry feels too high, the implementation too difficult or the payoff too uncertain. Some brands retreat to simpler, less integrated approaches, fearing omnichannel marketing is unattainable.

That thinking is both shortsighted and inaccurate. Omnichannel marketing is more viable than ever, with AI and automation making it easier and more cost-effective. More importantly, it’s the key to delivering better patient experiences—and that’s what will drive long-term success.

Beyond the One-Size-Fits-All Ad

Imagine a patient diagnosed with a chronic condition like rheumatoid arthritis. They don’t simply see one ad and decide to start a therapy. Instead, they research online, consult their doctor, talk to others with similar experiences and navigate concerns like side effects, cost, and lifestyle impact. They are influenced by the totality of interactions—how their physician presents treatment options, the ads they see and what they read in patient forums and social media.

Pharma brands can’t rely on isolated, channel-specific efforts. Patients don’t experience media in silos; they move through a web of touchpoints. That’s why omnichannel marketing isn’t just about being everywhere—it’s about being connected everywhere in a seamless and personalized way.

Debunking the Myths

1. “It’s too expensive.” AI-driven automation reduces costs by analyzing patient behavior, predicting effective messaging, and personalizing outreach—improving ROI. Instead of overspending on blanket advertising, AI helps marketers focus on high-impact moments.

2. “It’s too hard to implement.” Start by identifying the two most pivotal moments in the patient journey and concentrating efforts there. A focused approach creates impact without requiring a full-scale overhaul.

3. “It won’t last.” AI is continuously improving data integration, content automation and audience segmentation by shrinking cost and complexity barriers. Brands investing now will be ahead of the curve.

How to Get Started

• Pinpoint key moments: Research the patient journey and identify two critical points where your brand can make a difference.

• Create a realistic roadmap: Work with an omnichannel strategist to align efforts with business goals.

• Leverage AI: AI unifies structured and unstructured data, making targeting, personalization, and automation more scalable.

Effectiveness Over Efficiency

Omnichannel marketing isn’t just about improving efficiency—it’s about improving effectiveness. Patients don’t choose a therapy in a vacuum. They compare options, weigh advice, and navigate a flood of information. If your brand isn’t thinking about the totality of these interactions, you’re missing the bigger picture.

The brands that win will be the ones that understand the motivations and barriers patients and caregivers face. You can’t deliver the right message in the right medium, with the right context, unless you deeply understand the patient experience. Success comes from creating a crescendo of momentum—a series of personalized, well-timed interactions that build trust, engagement, and demand.

The time to embrace this shift is now. AI is transforming the cost and effort equation, making connected marketing a high-ROI force multiplier, not an unattainable ideal. 

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