1. Assess customer engagement
- Are healthcare professionals (HCPs) actively engaging with our digital channels (websites, emails, social)?
- How does digital engagement compare to traditional interactions with sales reps?
- How often are HCPs interacting with our content and resources online?
2. Scrutinize conversion rates
- What percentage of HCP interactions through digital channels lead to desired outcomes (e.g., product inquiries, samples requested)?
- How do these conversion rates stack up against our pre-commercial benchmarks?
3. Evaluate content effectiveness
- Is our content resonating with HCPs, and are they finding it valuable
- Are specific types of content (e.g., clinical data, educational resources) performing better than the others?
4. Tune into customer feedback
- Are we actively gathering feedback through surveys and feedback loops to gauge HCP satisfaction with our omnichannel approach?
- Can we identify primary pain points and areas of improvement that HCPs highlight?
5. Measure the impact on your sales
- What is the correlation between omnichannel efforts and actual sales?
- Are there measurable revenue increases attributed to our omnichannel efforts?
- Can we forecast the long-term impact of current/ongoing omnichannel endeavors?
These are some of the questions that can serve as a starting point to assess the effectiveness of your omnichannel implementation. We recommend setting up a solid baseline as you start implementation, defining actionable KPIs, and establishing a robust monitoring system. This approach ensures that you make informed decisions and set up your omnichannel program on the path of continuous improvement.