Omnichannel solutions for the perfect HCP experience.
HCPs expect relevant, timely experiences — aligning content and channels to their needs drives real value and brand engagement.
Deliver the right content.
Make your marketing work harder.
The new standard for HCP engagement.
Omnichannel marketing in pharma and MedTech requires selecting and sequencing channels to deliver the right message at the right time to the right person. This provides a more engaging brand experience for HCPs, and it makes better use of your marketing resources by unifying channels into a coherent system. Instead of multiple disconnected channels with roughly the same messages, you now have channels that reinforce each other and encourage deeper exploration of your product story.
Anthill can partner with you on all aspects of omnichannel marketing — developing the strategic approach, the content that fully engages HCPs at each touchpoint, and the technology that delivers it. Talk to us about your opportunities for creating more effective and engaging brand communications.
How it works
In the past, digital channels worked independently — operating as silos of information. An HCP would see roughly the same messages in each channel and be required to search and sort the information themselves. This multichannel approach is now being replaced by omnichannel. Omnichannel is a digital ecosystem in which channels and content connect. This enables a new way of working. You no longer repeat the same information everywhere. Instead, you move people through your ecosystem — designing customer experiences that, by responding to different profiles, are more relevant and engaging.
For example, an HCP receives an approved email with information relevant to their specific interests. They then click a CTA to a website that has more detailed information. Later they receive an invitation to a remote detailing session. During this meeting, the rep invites the HCP to a webinar that presents the latest scientific data. In this way, the content and channels are all related but the story builds over time. This encourages HCPs to keep exploring.
How to implement omnichannel HCP engagement across markets
How a clear framework enabled a leading pharma company's affiliates to fully understand and implement an omnichannel HCP engagement strategy
With omnichannel marketing, you enable HCPs to explore your content in full. By mixing channels and content formats you build customer journeys that keep people clicking and learning. In this way, the infrequent and disconnected engagements of the past become a connected experience that strategically moves people up your adoption ladder.
Receives approved email
Clicks link to clinical study
Reads study and clicks link to webinar
Signs up for webinar
Receives webinar confirmation email with teaser to patient case
Clicks link and is directed to 'patient' section of brand site
Watches the patient case video
Personalise the experience with AI-powered omnichannel flows.
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In the past, digital channels worked independently — operating as silos of information. An HCP would see roughly the same messages in each channel and be required to search and sort the information themselves. This multichannel approach is now being replaced by omnichannel. Omnichannel is a digital ecosystem in which channels and content connect.
This enables a new way of working. You no longer repeat the same information everywhere. Instead, you move people through your ecosystem — designing customer experiences that, by responding to different profiles, are more relevant and engaging.
For example, an HCP receives an approved email with information relevant to their specific interests. They then click a CTA to a website that has more detailed information. Later they receive an invitation to a remote detailing session. During this meeting, the rep invites the HCP to a webinar that presents the latest scientific data. In this way, the content and channels are all related but the story builds over time. This encourages HCPs to keep exploring.
"In pharma marketing, delivering the right message through the right channel isn't optional — it's essential."
During this meeting, the rep invites the HCP to a webinar that presents the latest scientific data. In this way, the content and channels are all related but the story builds over time. This encourages HCPs to keep exploring.
Omnichannel in pharma: meaning, strategy and best practice
Omnichannel is the new standard for HCP engagement — enabling pharma companies to provide a better experience for HCPs and more relevant communications at scale.
Get more done, in less time.
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Deliver the right message to the right person in the right way
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Build an ecosystem of connected digital channels
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Create tailored experiences for specific HCP profiles
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Orchestrate channels around customer needs
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Match content to specific customer profiles
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Track HCP interactions to improve marketing and services
What we offer.
Omnichannel services.
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Anthill provides the expertise that takes you from the initial strategic framework all the way to analytics that demonstrate ROI. This might be a major cross-organisation project in preparation for a key product launch. Equally, it could be smaller interventions that unlock the benefits of omnichannel in your existing HCP engagement. Got a specific challenge? We can also lend our experience to just one or two aspects to get things running properly.
Strategic framework
Set up for success. Get the core strategy with customer profiles, channel selection and sequencing, message creation and orchestration, and analytics to track engagement.
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Content ecosystem
Build your omnichannel content solution. To meet the increased content volume demands of omnichannel, Anthill provides a complete content ecosystem. Depending on your needs this can include: MLR optimisation, generative AI solutions, content authoring, and design systems.
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Affiliate engagement
Empower affiliates to act with confidence. Take account of the ‘Human Factor’ and ensure that everyone fully understands, supports and implements the customer journey strategy in their markets.
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How can we help?
Pharma is now focused on the HCP experience, providing smart communications that are designed around the customer and driven by data insights. Omnichannel engagement is a daily reality. Companies that do it well — delivering quality connected experiences to HCPs every day — operate with real competitive advantage.
Let’s help you deliver a perfect HCP experience.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.
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Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.
Modular Content
Deliver the perfect HCP experience
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Product Launches
Effective Product launchesDeliver the perfect HCP experience
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Veeva Services
Deep integrations with the Veeva platform
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Customer Journeys
Solve specific marketing challenges
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Looking for a different service?
Request a call with a consultant.
