Making Omnichannel Real
Understand how Ross OShea helped pharmaceutical brand teams understand Omnichannel and applied new digital process so that brand strategies and marketing materials were able to integrate into a larger Omnichannel approach to customer experience.
Challenge
Multiple brands for a large pharmaceutical company were struggling to see the full effectiveness of their budgets, messages, and tactics across their marketing efforts.
Solution
Consistently identified most impactful moments in patient journey for building better customer relationships. This was achieved by creating a repeatable framework that helped each brand team move towards a consistent Omnichannel approach. The framework was built on customer experience principles and provided a foundation for creating engagement plans that included tactics, content strategy, and channel selection.
Redefining Patient Support
Redefine oncology patient support programs that actually help patients address their barriers that prevent them from making smart health and wellness decisions.
Challenge
This pharmaceutical company wanted to differentiate its portfolio of oncology brands by redefining patient support.
Solution
Designed a new patient support system that would integrate both live people and AI systems to provide value to patients 24/7. The strategy approached barriers as more than cost. These emotional, financial, and relationship burdens create enough additional stress that people become paralyzed to make any health decision let alone, smart ones. By providing information, training and more to address these issues, people could take control of their lives in these difficult times. This approach became the foundational strategy for their Oncology and Immunology teams.
AI and Smart Content Increased Engagement by 30%
Content creation that is targeted and provided to customers in a logical order result in better ROI and engagements.
Challenge
General brand messages and sales teams have not been effective because of reduction in available time with physicians.
Solution
Develop an omnichannel and content plan that delivered the right message, to the right person, at the right time, which led to a 30% increase in engagement for targeted audiences. Using script data and an AI system we identified physicians more likely to choose brands in the treatment category and prefer NPP communications. Those high-valued audiences were segmented to help create a more effective content plan. When NPP was targeted based on previous interactions, script information, and sales interactions NPP increased by 30% in all subsequent outreach. These NPP tactics saw more open rates and click-throughs than any previous campaign and won the agency multiple awards.