Lately, we’ve noticed that an increasing amount of work that we’re commissioned to do is titled ‘multi-channel’. Creating multi-channel campaigns isn’t new for us, but hearing clients identify this need from the outset is interesting.
Our inkling is that the rise in pharma’s digital capabilities has brought channel integration to the forefront. We can indeed do some really cool things in this space now, using CRM platforms like Veeva, AR & VR, personalised websites and real-time advertising –creating even more acronyms and jargon in our day-to-day conversations.
Even for a digital native, it can be easy to get carried away – after all, ‘multichannel’ and ‘digital’ aren’t synonymous. Traditional channels and face-to-face interactions are still core pillars of a well-executed campaign – the art is integrating these with digital channels in a way that amplifies performance, produces insights and delivers a seamless customer experience.
Fortunately, we don’t believe that good marketing practice has changed; for us it still comes down to four main principles: