Get inspired by how other pharma/life science companies drive prescriptions through campaigns combining digital channels and field force.

The traditional sales rep-driven go-to-market model of pharma is falling apart – for several reasons:

• Less than half of HCPs are accessible to reps*.
• Reps only have a few minutes to deliver their pitch.
• Increasing product portfolio breadth and complexity exacerbates the challenge of the short rep visit window.
• Large specialty groups, e.g. GPs, that see few patients in any given therapeutic area are even more challenging to approach with field force.

COVID-19 resulted in a demand surge, inflating profitability temporarily, but the pandemic also accelerated the imperative to embrace digital channels. The winners of tomorrow are omnichannel masters, and the losers will see increasingly unsustainable costs of sales due to an inefficient, expensive field force.

Although COVID-19 brought about increased attention, digital channels and omnichannels are certainly nothing new. In recent years, players in life science industries have invested heavily in digital capabilities: tech platforms, training, recruiting, processes etc. Nevertheless, we see very few examples of high-impact omnichannel campaigns that not only deliver top-funnel activity but also concrete prescriptions, adoption ladder progress and sales.

Some of the reasons:

• Global-local out of sync: global markets are often ahead of local markets in terms of maturity – methods taught are too advanced, and local markets are not able to apply them on their own.
• Vanity metrics: local markets are used to digital channels being used for brand awareness, measuring top-funnel metrics, such as clicks and impressions.
• Sales and marketing are far apart: disconnected, sporadic blitz campaigns and a low-coverage field force will not work. Campaigns are not designed full funnel with lead handover from marketing to sales and rep outreach to high engagers.
• Messaging is too product-centric: the content is designed for brand awareness. Biased, corporate content drives low click-through rates and high cost per qualified HCP consent.

A webinar on what works

In this webinar, we dive into some of the things that work through our experience with omnichannel projects for 20+ local markets of different pharma/life science companies, connecting marketing and sales.