多通道参与方法不再是希望在当今嘈杂且拥挤的制药市场中获得竞争优势的公司的作案手法。这些公司正在从分散的，断开的参与经验转变为全渠道执行，在所有渠道上策划了促销活动，以个性化的方式吸引了利益相关者。这是多通道参与度的逐步变化，其中通过多种渠道共享信息，但由于缺乏集成而没有以协调的方式共享信息。
Omnichannel excellence relies on a company’s ability to deeply understand and optimize customer interactions across both digital and offline channels. Pharma companies can leverage cross-channel insights to determine promotional ROI and campaign effectiveness. However, it is more challenging than ever to understand behavior patterns, channel preferences, and interaction history as key customer data often resides in siloed systems and formats. Establishing a unified data foundation is the first step towards delivering timely, contextually relevant engagements.
Pharma companies that invest in Master Data Management (MDM) to create accurate, integrated customer views are well positioned to uncover growth opportunities that drive brand performance and business results. An MDM collates different representations of the customer (held in more than one system) and resolves discrepancies to create a single source of truth for the whole organization. Companies can further refine and enhance an existing customer profile by acquiring additional data to get a more robust view of the customer and their lifetime value to the organization.
This single customer view is especially important for campaign planning and execution as stakeholders expect seamless experiences regardless of the channels through which they choose to engage. When a customer attends an in-person event followed by a webinar, it is important that the company recognizes that specific individual and the associated context to engage with them meaningfully. Clean, consistent customer data is the foundational part of the omnichannel puzzle.
With a more holistic and informative view of customers, companies are better equipped to improve their overall engagement and respond to changing preferences with agility. By connecting master data and transactional data from multiple sources in a data mart or data warehouse, teams can apply quality rules and ensure correct data linkages to create clean data which is critical to improving analytics outcomes. Companies can then confidently create general and predictive analytics that reveal previously hidden customer insights for better decision making.
A unified data solution enables companies to better define go-to-market strategies, predict the performance of engagement efforts, and understand their impact on the bottom line. Furthermore, integrating diverse data assets help identify behavior patterns that can be leveraged to recommend next best actions to customer-facing teams with the power of AI/ML.
Empowering cross-functional teams with complete visibility into the end-to-end customer journey enables them to fine-tune the message, channel mix, and timing for maximum business impact. Learn how IQVIA主数据管理和集成数据平台provide the strong data foundation pharma companies need to orchestrate true omnichannel experiences at scale.