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.
If you’re interested in submitting content for
future editions, please reach out to our Managing Editor, Barbie Romero at Barbie@MediaPost.com.