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What's the secret to multi-channel success?

Multiple channels do not equal multi-channel

Multi-channel marketing is a hot topic in pharma. Everyone is talking about using different channels to reach the same customers, but companies are experimenting with varying levels of success. So what’s the secret?

The digital age has given pharma an opportunity to optimise sales teams, and provide a solution to the problem of accessing HCPs. The industry has been slow in adapting but we are starting to see companies using different modes of communication, ranging from telesales to e-detailing. But there’s one key thing that often gets overlooked – the individual preferences of each HCP.

True multi-channel is about engaging the customer in their preferential style.

The most effective communication develops when people’s preferences are taken into account. HCPs are individuals with different personalities and different customer needs. An approach that works for one, may not work for another. Some will enjoy face-to-face meetings, whilst others may prefer a screen share teleconference. If you cannot adapt your sales approach, you risk losing out to smarter companies.

Over the last few years, we’ve observed some impressive results with the multi-channel method. HCPs have responded positively to new technology, and thoroughly welcomed our flexible approach which considers their time and preference.

Multi-Channel Account Management explained

Multi-Channel Account Management often gets confused with e-detailing, which is understandable as both roles utilise the latest technology to communicate. However, although the multi-channel sales approach includes the electronic presentation of brand value propositions, it’s only one part of a much richer process. It’s an alternative to the traditional, key account management sales model, taking the skills of qualified sales professionals and combining that with new tools and techniques to optimise their engagement with customers. It allows the Account Managers to develop channels that are tailored towards the individual preference of their customers.

Each channel has its own benefits:
  • Video conferencing/screen sharing is a simple interface for fast, online meetings. It’s very effective and customers have commented on how easy it is to use, and how valuable they’ve found the meetings.
  • Email – A fast and flexible method, once we have permission to use email. Many HCPs prefer this method of communication because they can review the content at their own pace.
  • Telephone calls work for those HCPs who want to have a conversation with a trusted advisor. It saves times and is a really cost-efficient way to build relationships.
  • Face-to-face meetings can still be facilitated by Multi-Channel Account Managers if this is the HCPs preference. It allows the reps to build relationships and have a personal interaction. Unlike the traditional sales model, however, we don’t make cold calls. All our meetings are ‘warmed-up’ first, so that both parties support the objectives and value of the meeting.
To succeed in this current climate, pharma companies need to engage HCPs in new and innovative ways, and fundamentally be driven by customer preferences.Want to see some compelling case studies? Visit

1st November 2017



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