Is Your Multichannel Marketing Fully Functioning?

Guest post by Craig DeLarge, Global Leader, Multi-Channel Marketing Strategy & Innovation, Merck

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As I have discussions with colleagues in the pharmaceutical industry who are focused on multichannel marketing (MCM), I’m left pondering, “How do we know when we are thoroughly ‘doing’ MCM?” I believe it’s when the following occur:

  • Relevant ubiquity: Today, customers can get almost anything they need via any channel they use and in every critical context they work in, whether browsing, searching, performing tasks, engaging peers, or communicating with us. Therefore, we must ensure “relevant ubiquity,” which is increasingly critical in our always-on digital ecosystem. Relevant ubiquity is only possible when we clearly understand the channels that permeate our customer’s day.
  • Integrated analytics: In our industry, we now have the means to get unified visibility into customer channel response information and insights, allowing us better responsiveness in channel and content portfolio allocations. Also, by extension, customer engagement and ROI improves. “Integrated analytics” ensures we know what it will take to get all customer engagement data into a single platform for unified reporting and analysis. Appropriate staff also needs to be allocated for consistent analytics conversion to business-driving insights.
  • Customer experience management (CxM): Customers expect to receive more timely and relevant responses from us in any channel casino online they engage us in, whether sales rep, customer contact center, or self-service. These responses are based on past customer behavior and stated preferences. The right “CxM” ensures we know how well we are anticipating and planning to near-instantly address customer needs and requests across all channels. CxM should also expand to serve audiences beyond just prescribers to include others, such as patients, payers, pharmacists, and nurses.
  • Relevant content: We are creating content that customers increasingly request from us and even make viral. By creating such relevant content, we deliver value from a topic or format standpoint that causes customers to seek out our content. This is a cornerstone of customer engagement.
  • Optimal customer channel mix: The contributing role of each channel in the mix is clear. We adopt new channels because our customers use them to achieve better health outcomes. We do not avoid them simply because they are unfamiliar. The right “optimal customer channel mix” ensures we know how well we are optimizing our channel and content performance. This also goes for the salesforce. One of my colleagues suggested we use the term “multichannel sales and marketing” (MCS&M) to put a fine point on the importance of the salesforce channel being integrated with the remote and self-service channels.

When looking at these five elements, we see that almost every brand is doing some degree of MCM, and we can all do better. Every brand needs to achieve these five elements to have a mature, scaled MCM model. With these parameters defined, I hope this is helpful in challenging ourselves to “MCM maturity” as an industry.

Be well.

PS – If you know of any examples of fully mature MCS&M in the industry, please let me know. I want to take that responsible brand leader to dinner.

Nancy Meyer

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