Why – and how – pharma and healthcare brands will embrace omnichannel thinking

Michael Le Brocq

A period of significant change in pharma and healthcare marketing lies ahead as the industry embraces data and omnichannel strategies. Marketers should view this as an opportunity, not see this as daunting, or a threat.

COVID-19 threw a blinding light on an elephant in the room. Healthcare professionals (HCPs) are overwhelmed by healthcare marketing content. Now, faced with the pressing need to improve customer experience and fuelled by lessons learned about the power and potential of digital communications during the pandemic, 2023 looks set to be the year that healthcare – the pharma industry, especially – finally adopts data-driven marketing en masse.

Until 2020, much pharma marketing was delivered the way it had been done for decades – despite marketing in every other sector evolving significantly. So, while FMCG and automotive brands, for example, set...

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