OMNICHANNEL MARKETING

From Fragmented Touchpoints to Personalized Customer Engagement

Enabling life sciences organizations to deliver coordinated, insight-driven engagement that improves customer experience and commercial performance.

Pharma omnichannel is becoming essential for engaging healthcare professionals (HCPs) as access declines and digital channels expand. Yet many life sciences organizations still struggle to translate investments in CRM, digital platforms, and content into coordinated engagement and measurable commercial impact.

Our omnichannel capability enables a connected engagement model powered by next-best-action, scalable content, and closed-loop measurement, helping commercial teams deliver more relevant HCP engagement and improve field effectiveness.

Comprehensive Overview of Our Capabilities

Our omnichannel capability operates as an integrated commercial system connecting strategy, data, orchestration, content, automation, and analytics to enable coordinated HCP engagement.

Strategy, Governance & Change Management

Define the strategy and operating model required to deliver coordinated omnichannel engagement.

HCP segmentation and prioritization frameworks
Customer journey design and cross-functional governance models
Scenario planning and engagement simulations to guide activation

Data Foundation

Build the connected data environment required for personalized engagement.

360° HCP view integrating CRM interactions, digital engagement, and prescribing data
Data architecture and governance supporting targeting and personalization
Integrated customer insights enabling faster commercial decision-making

Channel Orchestration

Coordinate engagement across field, email, and digital channels.

Next-best-action frameworks guiding engagement based on customer context
CRM-embedded recommendations within platforms such as Veeva CRM and Salesforce
Call preparation briefs and account insights enabling timely field engagement

Content & Creative Enablement

Enable scalable content delivery across omnichannel engagement.

Modular content aligned to key HCP journey moments
Scalable content workflows supporting brand, medical, and regulatory alignment
Generative Engine Optimization improving discoverability across digital channels

Marketing Automation

Execute omnichannel engagement consistently across campaigns and channels.

Campaign design, deployment, and optimization across CRM and marketing automation platforms
Automated engagement journeys coordinating field and digital outreach
Workflow optimization accelerating content approval and campaign activation

Measurement & Optimization

Continuously measure and optimize omnichannel performance.

Marketing mix modeling (MMM), incrementality testing, and multi-touch attribution (MTA)
Journey analytics identifying channel and engagement optimization opportunities
KPI frameworks and interactive dashboards embedded in commercial workflows

What Sets Us Apart?

Life Sciences Domain Expertise: Deep expertise in life sciences combined with insights from engagement-driven industries such as travel and hospitality enables modern customer engagement within regulated pharma environments.
Flexible Operating Models: Capabilities are delivered through centralized delivery environments or build-operate-transfer models that transition ownership to internal teams.
AI-First Engagement Design: We embed advanced analytics and generative AI across engagement workflows, enabling next-best-action, scalable content generation, and intelligent campaign optimization.
Martech & Platform Expertise: Hands-on expertise across leading commercial platforms including Veeva, Salesforce, and HubSpot enables scalable marketing automation and engagement orchestration.
Value-Driven Commercial Impact: Structured analytics frameworks such as marketing mix modeling and incrementality testing link omnichannel engagement directly to measurable sales lift and marketing ROI.

"In a regulated environment, transparency matters. ProcDNA ensured that every recommendation was explainable and aligned with our governance requirements. Their structured transfer process helped embed the capability internally without compromising control."

- Commercial Operations Leader, Cardiovascular Portfolio,

Leading Pharma Company

Key Outcomes

Improved Field Productivity

Enable reps to prioritize the right HCPs with context-rich insights, leading to more meaningful and effective interactions.

Measurable Sales Impact

Link engagement strategies directly to incremental TRx/NBRx lift through structured validation and performance tracking.

Higher Program Adoption

Increase field confidence and uptake of suggestions through transparent logic, clear prioritization, and change management.

Optimized Commercial Investments

Align marketing mix and channel activation to high-impact tactics, improving ROI and reducing redundant spend.

Stronger Customer Engagement

Enhance HCP reach and relevance through coordinated field and digital orchestration.

Sustainable Internal Capability

Institutionalize omnichannel frameworks through structured Build-Operate-Transfer enablement and knowledge transfer.

FAQS

What does omnichannel maturity look like for launch versus inline brands?

Launch brands typically focus on building the right data foundation, aligning field and digital activation, and establishing early measurement frameworks. Inline brands often look to improve coordination across channels, refine targeting, and optimize investment allocation. We help define what the right maturity level looks like based on brand lifecycle and growth objectives.

Why are life sciences companies transitioning from traditional commercial models to omnichannel orchestration?

Changing HCP and patient expectations, driven by digital acceleration, mandate a transition to omnichannel orchestration. Today’s HCPs expect consumer-grade, on-demand, and hyper-personalized interactions, and they want to consume medical information on their own terms. Industry benchmarks indicate that organizations deploying mature, analytics-enabled omnichannel models see a 5% to 10% improvement in stakeholder satisfaction, alongside a measurable increase in revenue growth and operational agility.

Why is a defined omnichannel strategy critical before implementing new marketing technology?

Implementing marketing technology without a defined omnichannel strategy often leads to fragmented customer experiences and low ROI. A mature strategy maps the ideal Healthcare Professional (HCP) or patient journey first, defining the business objectives, target audience needs, and required touchpoints. Only then should the organization select the technology and data architecture required to execute that specific vision, ensuring tech investments directly support strategic commercial goals.

How do life sciences companies ensure governance and drive change management during an omnichannel transformation?

Successful omnichannel transformation requires breaking down internal silos between brand, medical, and field teams through robust governance and proactive change management. In life sciences, this means establishing cross-functional centers of excellence (CoEs) and defining clear operating models that align with Medical, Legal, and Regulatory (MLR) compliance. Change management focuses on upskilling teams and shifting the organizational mindset from product-centric push marketing to customer-centric, data-driven orchestration.

How long does it take to activate omnichannel capabilities?

Initial coordination and reporting capabilities can typically be deployed within 12–16 weeks. More advanced orchestration and optimization layers are phased in based on readiness and business priorities.

How does the Build-Operate-Transfer (BOT) model work?

We help design and operationalize the capability alongside your teams, then transition ownership over time through structured documentation, training, and knowledge transfer. The goal is long-term sustainability with internal ownership.

What is the difference between multichannel and true omnichannel engagement in life sciences?

Multichannel engagement delivers information across multiple, disconnected platforms, whereas true omnichannel engagement creates a seamless, connected, and data-driven experience across all touchpoints. In a legacy multichannel model, life sciences companies push siloed messages to Healthcare Professionals (HCPs) or patients. A mature omnichannel approach orchestrates these interactions—whether in-person, virtual, or digital—ensuring that every touchpoint is informed by the user’s previous behavior to create a personalized, holistic journey.

How does an omnichannel foundation future-proof a life sciences commercial model?

An omnichannel foundation future-proofs the commercial model by creating an agile, data-rich ecosystem that can rapidly adapt to market disruptions, such as patent cliffs, new competitor launches, or shifts in regulatory frameworks. Because the architecture relies on closed-loop measurement and scalable technology (like CDPs and AI engines), the organization can seamlessly integrate emerging channels, scale successful campaigns globally, and continuously optimize marketing spend without having to rebuild their infrastructure from scratch.

Related Resources

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