Medical Affairs omnichannel platform

The challenge

• A large biopharma client objective aimed to optimize its omnichannel (OC) approach for HCP and patient Medical Education. Messaging, infrastructure, and feedback cycles were not fit-for-purpose, resulting in substantial lag time in adjusting messaging

Our solution

• Incorporating a full year of historical OC data, we conducted a gap analysis of the client’s current Medical Education OC infrastructure and built an end-to-end, iterative approach, including:
  • Robust HCP and patient segmentation
  • Identification of specific behaviors to change through targeted content
  • Channel prioritization by stakeholder segment (e.g., social media, medical content hub)
  • Established KPIs and metrics (e.g., ‘medical voice of the customer’) to quantify behavior change and/ or identify need to iterate messaging or channel
  • Custom built natural-language processing (NLP) model and HCP pulse surveys to rapidly assess effectiveness of OC campaigns

The results

• Client implemented recommendations and refreshed OC infrastructure, with improvements in identifying target behaviors by segment/ channel and message iteration time