WHAT WE DO:
OMNILABS®
OMNILABS®
Omnichannel is a hot topic in the pharma industry, with an ambition that goes beyond the reach of physical salesforces to be present for target audiences wherever they are spending time, and to engage them in ways that are genuinely useful to them.
But too much effort has gone into building websites and CRM infrastructure, and not enough into finding and engaging with doctors new to your therapy area or brand.
With cuts to physical sales teams, now is the time to focus on creative testing, learning and proving a return from the comms themselves at the top of the sales funnel.
Our OMNILABS® approach is proven to make omnichannel a reality – ensuring that our hypotheses are validated and optimised, mitigating budget risks and ensuring an altogether more collaborative and evolving process.
We do the planning, the creative, the media buy, the ongoing optimisation, the reporting, the link to your CRM – so we are a genuine one-stop shop.
Omnichannel marketing in healthcare refers to the integration of multiple communication channels - such as email, social media, websites, and in-person interactions - to deliver a seamless and personalised experience for patients, healthcare providers, and other stakeholders. Unlike multichannel approaches that operate in silos, omnichannel marketing ensures that all channels are interconnected, providing a consistent message and user journey. For instance, a patient might see a targeted social media ad, follow up via a website, and receive personalised email reminders - all working together to meet their healthcare needs efficiently.
Omnichannel marketing is vital in healthcare because it enhances patient engagement, builds trust, and improves outcomes. With healthcare consumers increasingly expecting the same digital convenience as other industries, a unified approach ensures patients receive timely and relevant information. For example, reminders for medication adherence sent via SMS, email, or app notifications can reduce missed doses. Additionally, omnichannel marketing allows providers to tailor communication based on patient preferences, improving satisfaction and fostering stronger relationships.
By meeting patients where they are, omnichannel marketing creates more meaningful interactions. For example, a patient researching symptoms online might encounter a healthcare provider’s blog post, which leads to a virtual consultation booking. Post-consultation, the patient could receive follow-up care instructions via email or app notifications. This coordinated journey encourages continuous engagement, reduces gaps in care, and ultimately leads to better adherence and outcomes.
Key challenges include data integration, maintaining compliance with regulations like GDPR and HIPAA, and ensuring consistency across channels. Many healthcare providers struggle to unify data from electronic health records, customer management systems, and marketing platforms. Additionally, content must be carefully tailored to meet diverse patient needs while adhering to strict privacy standards.
Healthcare organisations can start by understanding their audience and mapping the patient journey. Identify key touchpoints, such as appointment scheduling or prescription reminders, and use analytics to personalise communication. Invest in tools like customer relationship management (CRM) software and marketing automation platforms to synchronise data across channels. Training staff to deliver consistent messaging and prioritising data security and compliance are also critical for success.
While multichannel marketing also delivers messages across various communication platforms, these channels often work in silos without connecting to create a unified experience.
Omnichannel marketing connects these channels to create a seamless, consistent experience across every touchpoint, ensuring that patients, healthcare providers, or other audiences have a unified and personalised journey, no matter how they interact.For patients, an omnichannel approach might start with a social media ad about a treatment, leading to a website for more details, followed by personalised email reminders and a seamless in-person consultation. Each step builds on the last, creating a sense of continuity, trust, and support for each patient.
For healthcare professionals (HCPs), it could involve attending a live webinar, receiving a follow-up email with key resources, and accessing an interactive digital portal for ongoing education-all connected to provide a seamless experience and meaningful engagement.
Get in touch
If you would like to talk to us about OMNILABS®, enter your details and we’ll be in touch