Insights from MM+M’s TrendTalks: Omnichannel Success with RWD and AI

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Unlocking the Power of Omnichannel: Revolutionizing HCP Engagement with Next-Best Action Strategies


As our industry adapts to the ever-changing landscape of healthcare marketing, life sciences brands must embrace the power of data-driven strategies and innovative technologies to stay ahead of the curve. At a recent MM+M TrendTalks roundtable, I had the opportunity to join companies like GSK, AstraZeneca, Regeneron, Organon, and others for an insightful discussion on omnichannel trends, where we explored the challenges and opportunities faced by life sciences brands in today's data-driven era.  

As the panel discussed these trends and changes, a key question emerged: What does omnichannel truly mean to forward-thinking companies?  

The answer became clear – to many brands, omnichannel strategies are the best way to seamlessly engage their target audience across their various channels, delivering a cohesive message that can be either universal or tailored to the nuances of HCP needs in each channel. But how can pharma brands fully leverage AI and real-world data to go beyond traditional marketing methods and deliver personalized messaging for HCP engagement? 

Next-Best Action Strategies: Moving Beyond Traditional Marketing Methods for Effective HCP Engagement 

While traditional marketing methods like conferences, journal articles, and online display or paid search ads can provide value, relying solely on them won't keep pharma brands ahead in the rapidly evolving digital landscape. To most of the companies present, sales representatives have also proven to be valuable channels for personal connections and relationship-building with HCPs, but it's clear that an over-dependence on these channels is not a lasting strategy for success. Many brands want to use omnichannel solutions to deliver tailored brand content and have begun to see AI-driven tools as a “co-pilot” to complement sales reps and marketing efforts, rather than a guiding, data-driven solution.  

To go beyond traditional marketing methods and adapt to the changing healthcare landscape, pharma brands can explore: 

  • Newer Marketing Channels: Expanding your messaging to other marketing channels like social media, including platforms such as TikTok, Instagram, and LinkedIn, where engagement and messaging reach have shown more promising results. 
  • Modular Content: Creating customizable content elements and leveraging A/B testing can optimize personalization and tailor messaging based on HCP segments. 
  • Data-Driven Storytelling: Fully leveraging rich data sources and analytics can help craft more compelling brand content that resonates with HCPs.  

By embracing these strategies, pharma brands can adapt to the digital era and continue to foster more personalized interactions while leveraging more efficient AI-driven tools. 

Overcoming Challenges with RWD, AI-Driven Tools, and Omnichannel Solutions 

While the potential benefits of real-world data (RWD), AI-driven tools, and omnichannel solutions were widely recognized in this roundtable, many brands felt that implementing and maximizing their effectiveness could present logistical challenges. By addressing these challenges head-on, brands can unlock the full potential of RWD, AI-driven tools, and omnichannel strategies to drive success in their marketing efforts. 

During the discussions, a few key challenges – and potential solutions – were shared: 

  • Implementation Complexity: Brands are eager to innovate, but often need to rely on third-party vendors to guide internal analytics teams. Improving communication and collaboration between marketing and data science teams is crucial for seamless implementation – as is finding the right external partners to work with.   
  • Data Privacy and Compliance: Many brands haven’t fully leveraged point-of-care messaging in the EHR due to perceived risk of patient privacy triggers, but when National Provider Identifiers (NPIs) and de-identified patient data points are used for message targeting in the EHR, they mitigate the risk of relying on patient-specific information.  
  • Integration and Data Fragmentation: Brands have difficulty integrating and harmonizing data from multiple sources, including sales reps, prescriber behavior, and omnichannel campaigns – especially when the work is being done manually. When implemented correctly, AI models can synthesize fragmented data to creating comprehensive analytics and targeting models for next-best action strategies 

Navigating Data Complexity and Embracing Innovation 

As pharma brands strive to leverage the power of RWD and AI-driven tools and enhance next-best action strategies, they often face challenges in fully leveraging the data-rich EHR environment and managing the complexities of this data seamlessly. To help brands go beyond traditional marketing efforts and overcome these hurdles, OptimizeRx provides tailored platform solutions that drive innovation.  Through our omnichannel programs, pharma brands can fully utilize advanced RWD and AI programs, providing the tools they need to optimize their channel mix, prioritize data security, and maximize ROI. 

Ready to harness the full power of AI-driven targeting for a comprehensive omnichannel approach to HCP engagement? Book a meeting with our team today and discover how OptimizeRx's cutting-edge technology can amplify your brand's reach across multiple channels and drive the meaningful HCP connections that lead to patient acquisition for your brand.

Avatar for Aaron Noll

Data Scientist