Omnichannel strategies to revolutionize the healthcare professional experience

J.A.M, Freelance Writer | April 19, 2022

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Fishawack Health’s omnichannel experts unite to reveal how medical and commercial teams can build more meaningful experiences for healthcare professionals. They discuss the opportunities of omnichannel and explore how the roles of sales representatives and MSLs can evolve to drive greater personalization.

Two years into the COVID-19 pandemic, engaging with healthcare professionals about treatments has never been more difficult. Consultants, doctors, and nurses are overworked, stressed, and tired. Backlogs in hospitals show no sign of clearing.

The old multichannel approach to medical and commercial strategy is no longer as effective as it once was. Simply blitzing doctors and consultants with as much information as possible fails to drive engagement when many healthcare professionals struggle to stay on top of the information required to excel in their day-to-day jobs.

But in a world where we are slowly loosening restrictions, omnichannel marketing offers a quietly radical alternative. It involves developing more meaningful, targeted, and personalized messages that are integrated between online and in-person channels.

As a result, sales representatives and medical science liaisons (MSLs) remain critical to the planning and success of a program.

We gathered experts from our Medical and Marketing teams at Fishawack Health to discuss the potential of omnichannel for all types of biopharmaceutical firms, large and small, for engaging healthcare professionals. Our experts include Gary Lyons, Head of Strategy; Steve Galt, Head of Global Commercial; Drew Desjardins, Executive Vice President, Chief Strategy Officer; Victoria Clark, Strategy Director; and Fiona Grace, Engagement Strategist.


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