POWER OF OMNICHANNEL MARKETING

Article under the Humans of Pharma initiative by PharmaState Academy, authored by Madhuri Jambhale (Sr. Manager, Marketing, Cipla Ltd.)

Acknowledgment of Inspiration

The concept of omnichannel marketing discussed in this article is heavily inspired by the works and insights of Dr. Vijay Bhangale, a distinguished author, pharma marketing professional, and management consultant with over three decades of experience spanning the pharmaceutical industry and academia. Dr. Vijay‘s expertise in Strategic Thinking, Brand Management, Integrated Marketing Communications, Marketing Strategy, Pharma Marketing & OTC Marketing has been instrumental in shaping modern marketing paradigms. His groundbreaking work, including the book Pharmaceutical Marketing 4.0, continues to guide professionals like the author in exploring and implementing advanced marketing approaches.

Abstract:

Post COVID-19 pandemic, pharmaceutical companies have been forced to shift their focus on digital marketing and targeting their customers in a more personalized manner. Due to the strict regulations of the pharmaceutical industry and the complexity created by these regulations, the digital marketing approach has not been applied to its fullest extent earlier. Finding and using optimal and appropriate mediums in delivering promotions and right information to the customers has become a challenge for the pharmaceutical companies along with digitalization and virtual interactions (2).

“Omnichannel marketing” (OCE) is a great example of a term whose definition is becoming lost in the noise. Most would assume it simply refers to using more than one channel to market to a given audience. Using omnichannel strategy, marketeers will be better able to provide customers with a unified, personalized experience. These efforts not only lead to a seamless user experience, but also improve customer loyalty, increase sales, and drive greater brand awareness. Marketers must make the shift to focus on omnichannel efforts to increase customer retention and in turn, revenue. Very few articles however have addressed the scope and need of Omnichannel Marketing in Indian Pharma Brand Building context. This article presents the findings from exploratory primary research carried out across Indian Pharma brand managers to synthesize current understanding and development in omnichannel marketing. This editorial is useful for practitioners as it outlines the pillars of recent developments in omnichannel marketing based on scholarly literature.

INTRODUCTION

The COVID-19 pandemic has accelerated a digital shift in all industries, and pharma is no exception. In 2021, 75% of healthcare providers restricted in-person access, leading to a 50% increase of telemedicine consultations. In the same year, when industries were figuring out how to adapt to pandemic restrictions, 68% of health care practitioners indicated they preferred remote or hybrid communication channels. With remote communication habits becoming deeply embedded, pharma companies must digitalize to meet health care practitioners’ rapidly changing needs.
Promotion (3) in the pharmaceutical industry is different than any other industry for two main reasons. First, the pharma industry is highly regulated and everything in such an industry should run after complete approvals from designated authorities. The second is the nature of this industry, where the consumer (patient) is not the decision-maker.
The physician is the only one who decides on purchasing the medication through his prescription. ‘The patient is the end consumer, and the doctor is the direct customer for the pharmaceutical companies. The consumers (the patients) are mostly not involved in the decision-making process of their treatment protocol, purchase of medication or medical services, especially in the specialty pharmaceutical market.
Patients’ choices are taken mainly by their physicians. The two maintained factors are clear in the pharmaceutical specialty market (oncology, heart failure, renal transplantation, and autoimmune disease) where the disease area is complicated and also where the product (medication) is considered a high-involvement product, as the physician must understand everything about the medication before prescribing the drug. All of this kept the promotional mix in the specialty pharmaceutical industry based mainly on personal selling and a little bit far from the current communication revolution (3).
The pace of technological change is moving along an exponential curve. For marketers, this is a double-edged sword. On the one hand, it’s becoming easier with each passing year for us to deliver on the original promise of marketing: the right message to the right person at the right time. On the other, we’re lost in an ocean of complexity – siloed data, muddled reporting, a growing list of channels, and competing views on what fundamental marketing terms mean.
In the dynamic landscape of the pharmaceutical industry, effective communication and engagement with healthcare professionals and patients are paramount. As the industry continues to evolve, the integration of omni-channel marketing has emerged as a powerful strategy. OCE marketing seamlessly blends various communication channels to deliver a cohesive and personalized experience, enhancing brand visibility and engagement. This approach not only meets the diverse needs of stakeholders but also ensures a holistic and consistent brand presence.
Marketers strive to create a seamless experience across all marketing channels and with the notion of ‘phygital’ marketing in mind, that is building on the powers of both physical and digital worlds, the pharmaceutical industry could boost physicians’ engagement levels and positively affect their prescribing behavior in specialty medicine, prescribed for complicated, rare diseases. In Indian Pharmaceutical Market there is no data being published on the perception and execution of omnichannel marketing. Hence the study was therefore undertaken to get insights from Indian pharma brand managers on perception, application, and significance of omnichannel marketing strategies. The research aims to explore the strength of enablers and adoption barriers in omnichannel marketing and discuss how Pharma marketers absorb this as one of the strategies in their brand plans to manage the competition in the current challenging environment.

LITERATURE REVIEW

Global Scenario
Published research / literature (3 )so far, according to the findings, has targeted digital communication impact on the primary care pharmaceutical industry.
HCP preferences have rapidly shifted towards remote and hybrid engagement. Cultural transformation, data silo elimination, and cross-functional collaboration are key to meeting these new demands through a successful omnichannel transition (1).

Indian Pharma Market

In the last two years, marketing budgets had to be revised, brand plans had to be reworked and focus products had to be amended as per the new market requirements. In the background of all these issues in pharma marketing, one major question that every Indian pharma marketer was struggling with was – What was the best way to get in touch with doctors?

1. Digital mindset
   The thing is pharma marketers continued to follow their traditional marketing practices even in the new digital environment. Like for example, the print collaterals were converted to pdf formats that were used as digital materials for engaging with their doctors. Maintaining regular doctor visits and building relationships was a key part of the sales team. But post COVID-19 doctors are also not too keen on physically meeting the reps in their clinics for a long time. Pharma needs to give critical thought to maintaining human connections even in the virtual engagement model. That is by creating digital experiences that matter and that would help strengthen their customer relationships instead of weakening them. The pharmaceutical industry is still very dependent on their external marketing agencies to guide them through the various digital options. The industry needs marketers with digital skills to match the current advanced needs. As pharma becomes digital – there has been a rush to taking courses and certifications on digital marketing.
2. Standing apart from the competition
   Physicians are bombarded with tons of daily emails, messages, calls, invitations to webinars, and virtual conferences. The human attention span is now just 8 seconds (even shorter than a goldfish!). Hence, Differentiation has always been a challenge for the industry, and the fight has become even more competitive in the digital domain.
3. The morale of the sales force is down
   Everything that the sales function was responsible for – that is to drive prescriptions, promote brand awareness, and to develop new customers, is no longer applicable in the new environment. The face of the rep is kind of changing. Interacting and conducting virtual engagements with doctors will surely require different skill sets.
4. Meeting industry rules and regulations
   Being one of the most highly regulated industries, pharma will always have to maintain the highest ethical standards in all its communications. In a way, the high regulatory policies and legal requirements have hindered pharma’s ability to get creative and communicate with their customers. The regulatory challenges in the pharmaceutical industry have surely limited the ability to fully explore the newer digital channels. But it is also a well-known fact, that today pharma cannot shy away from social media. Even with all the regulatory concerns, pharma needs to educate themselves with the policies and make the most of the digital media to their advantage.

Omni channel Marketing:

Omni-channel marketing in the pharmaceutical sector involves the integration of online and offline channels such as social media, websites, email, events, and traditional sales channels. This diversity allows pharmaceutical companies to reach healthcare professionals and consumers through their preferred platforms, fostering stronger connections.
One significant advantage of omni-channel marketing is the ability to provide relevant and timely information. Healthcare professionals can access in-depth product details through online portals, attend virtual events for continuous medical education, and receive targeted emails highlighting the latest research. Simultaneously, patients can access educational content through social media, mobile apps, or interactive websites, promoting better understanding and adherence to prescribed medications.
Moreover, omni-channel marketing facilitates data-driven insights. Pharmaceutical companies can gather valuable information about customer behavior, preferences, and engagement across various channels. This data-driven approach enables personalized communication, allowing companies to tailor their marketing strategies based on individual needs, ultimately leading to more effective campaigns and improved customer satisfaction.
The power of omni-channel marketing for pharmaceutical industries lies in its ability to create a seamless and personalized experience for both healthcare professionals and patients. By leveraging a combination of online and offline channels, pharmaceutical companies can enhance their reach, provide relevant information, and gather valuable insights. As the industry continues to evolve, embracing omni-channel marketing will be crucial for staying competitive and ensuring meaningful connections with stakeholders. This integrated approach not only meets the diverse needs of the audience but also establishes a foundation for long-term brand loyalty and success in the ever-evolving pharmaceutical landscape.

STUDY GOALS

1. The primary research helps to understand present-day developments in omnichannel marketing, providing a comprehensive and structured review of this domain.
2. Perception, application, and significance of omnichannel marketing strategies amongst pharma marketing professionals.

METHODOLOGY

• Secondary data on Omnichannel Marketing gathered from research articles, journals, and websites.
• Survey of Pharma Brand Managers, a structured questionnaire being administered to the respondents.

A. SAMPLING
1. Sampling Unit: Indian Pharmaceutical Brand Managers selected from different pharmaceutical companies across Mumbai city.
2. Sample size: Total No. of respondents = 53 comprises of Brand Managers, Sr. Brand Managers, Group Brand Managers and Marketing Heads.
3. Sampling Procedure: Convenience Sampling.

B. CONTACT METHOD
Personal Interview and Digital Survey

C. DATA ANALYSIS TOOL
Microsoft Form, a web-based application that uses built-in analytics to evaluate responses to surveys.

D. STUDY LIMITATION
Study is limited to Mumbai city only, so may not be representative of the entire country’s population.

DATA ANALYSIS

The Microsoft 365 suite, a productivity tool, allowed to create survey in a user-friendly manner, without requiring extensive technical knowledge. Its intuitive interface helped to easily design and distribute form to gather information, opinions, and insights. This tool also adhered to strict security and privacy standards.

FINDINGS / DISCUSSION

The study was carried out in more than 50 potential Indian Pharma marketeers.
Key findings are as follows:-

• 40% of the brand managers believe that Omnichannel marketing facilitates them to design customized customer centric tactics. 33% of the respondents perceive omnichannel marketing as an important tool to increase their reach of brand communications and enhance their reach of engaging targeted stake holders. 25% of the respondents feels that Omnichannel marketing can be used as an important tool for consistent messaging in communicating with target audience seamlessly across all the messaging channels, thus enabling unified, relevant interactions and experiences. Messaging makes it easier to tackle omnichannel and meet customers on their own terms across the entire customer journey. – Refer Chart 1.
• Omnichannel marketing involves using multiple channels to deliver a consistent message to customers. 23% of the respondents have used email marketing as one of the tactics in their brand plans. Whereas 21% of them have used either What’s Ap marketing or social media marketing or content marketing on different HCP platforms– Refer Chart 2.

The study highlights that Affiliate Marketing is still not used commonly other than OTC market. Affiliate marketing is the process by which an affiliate earns a commission for marketing another person’s or company’s products. For e.g., 1mg, Amazon, etc. Unlike ad networks which pay based on clicks or views, affiliate marketing works on a CPA (Cost Per Acquisition), or CPL (Cost Per Lead) basis.