Leading the way through the omnichannel maze

As the industry continues to be dominated by the topic of omnichannel communication, the question arises: “Have we lost the human connection?” These are the thoughts of Maxine Smith, the author of this issue’s foreword, as she writes: “While we are increasingly busy debating which channels, tech stacks, CRM systems or tagging strategies to use, are we forgetting the very reasons we communicate? Among them is our wish to discuss, challenge, empathise, question and validate, and at the core of any communication is the basic human need to connect, to be reassured that we are not alone.”

Read more on page 7 as Maxine goes on to say: “Optimising communication starts internally with the way we plan, build and sequence, ensuring that a bespoke approach and tone of voice is applied to each carefully chosen channel. We should check for evidence of our root emotion across each piece of communication, whether that is commitment, excitement, passion, a sense of humour, sadness or frustration. People connect with people, and a clear demonstration of human emotion at each touchpoint is a formidable differentiator in a world consumed with technology.”

Following the exciting 2022 in-person Communiqué Awards, we are pleased to offer our readers a selection of case studies that showcase the winning work from the Awards. They highlight the truly excellent work of pharma and agencies in healthcare as they strive to improve awareness, shift perceptions, change behaviours and innovate patient care.

To inspire you in your next moves, in this issue we also bring you over 250 agencies to choose from when shortlisting your next communications partner. Visit us online where you’ll see that the print directory is fully integrated with our PMLiVE.com website.

View Communiqué - Volume 51 online

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