Omnichannel flops in engaging Drs

Omnichannel engagement has been the buzz in pharma for a number of years, but despite the heavy investment from companies a survey of senior industry executives has revealed that 77 per cent believe omnichannel strategies have had little or no impact on customer engagement.

One of the top challenges is the need for better data management and utilisation, according to a whitepaper by Graphite Digital titled Disconnected Pharma: Navigating Digital Challenges and Priorities in 2024. It was compiled from a survey of senior-level life sciences executives at the top 100 pharmaceutical companies.

In the words of one respondent: "Most of the digital customer engagement platforms are integrated based on data inputs. We have been struggling in getting the right data to deliver on the results".