Demystifying the omnichannel commercial model for pharma companies
August 17, 2022
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The McKinsey article Demystifying the Omnichannel Commercial Model for Pharma Companies in Asia underscores the transformative potential of AI and data-driven personalization in enhancing healthcare provider (HCP) engagement. (McKinsey & Company)
Key Insights on HCP Personalization:
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Evolving HCP Expectations: With increasing digital sophistication, HCPs now expect more tailored and engaging experiences. Traditional one-size-fits-all approaches are insufficient, necessitating personalized engagement strategies that align with individual preferences and needs.(McKinsey & Company)
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Limitations of Conventional Methods: The effectiveness of face-to-face interactions has plateaued, and relying solely on sales representatives' experience is no longer adequate to determine optimal engagement plans across various channels for individual clinicians.(McKinsey & Company)
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Adoption of Analytics-Enabled Omnichannel Models: Pharmaceutical companies are encouraged to transform their HCP engagement by integrating advanced analytics into their commercial models. This approach allows for the delivery of relevant content through preferred channels, enhancing the overall engagement experience.(McKinsey & Company)
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Four-Step Methodology for Transformation:
- Understanding the Importance: Recognizing the value of an analytics-enabled omnichannel model in creating meaningful HCP engagements.
- Data Requirements: Identifying the necessary data and understanding how this new approach differs from traditional methods.
- Insight Generation: Leveraging the new commercial model to derive actionable insights and use cases.
- Talent and Trust: Building the right talent pool and ensuring organizational adoption and trust in the new model.(McKinsey & Company)
By embracing these strategies, pharmaceutical companies can deliver personalized, efficient, and effective engagements with HCPs, ultimately improving patient outcomes and satisfaction.
For a more detailed exploration, you can access the full article here: (McKinsey & Company).