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Omni-empathy

So, we’ve arrived. Our work has stepped beyond multichannel to omnichannel. We can be and in fact are everywhere, all the time. We are omni-present. We are God. Or are we?


So, we’ve arrived. Our work has stepped beyond multichannel to omnichannel. We can be and in fact are everywhere, all the time. We are omni-present. We are God.

Or are we?

Omnichannel is a significant shift for all of us whether consumer or marketeer. However, the foundational principal behind any omni-present approach, is that of empathy.

In our recent publication ‘How to talk to healthcare professionals (and to get them to listen)’ http://bit.ly/2Mu91OU, we underscore how all buying decisions are human interactions. Especially in healthcare markets. These purchases are being made from within a culture of compassion, by people who are driven to give those in unfortunate health circumstances a significant positive change for the future. Their approach is collaborative across teams of relevant stakeholders. They are care providers and their agenda is empathy.

As we become ever present, allowing people to engage with us here and there, at work or play, inside or outside, on the move or sat still at the dinner table, desk, sofa, garden chair, taxi… we need to provide experiences that are consistent and easily navigable across both devices and time. There is no telling where first contact will be made. And there is no telling where or when that contact will finish. The days of assuming that our messages are being accessed in a particular time and place and way are long gone. To communicate successfully we need to put ourselves firmly in the place of our viewer and see our work through their eyes. We need to provide experiences that help people care. We need to empathise.

And then we measure. Oh how we can measure. We can see who saw what, when, where and how. We can see who bought what, when, where and how. We can see the journey they took to get there. We can see where some lost interest and dropped out. We are the all-seeing eye. These insights and learnings help us change and tailor our messages to help guide customers along their pathway. This is a measured, considered and agile empathy.

So, have we successfully transitioned into all understanding, all listening, all seeing empathetic marketing Gods? Maybe not. But we along with our healthcare clients are passionate about making a difference to those who pray for better health. And without empathy, we would fail them all.

Written by Matthew Ross, Creative Director

8th August 2018

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