enables commercialization strategies that use each channel to its full advantage, while also accounting for the preferences and communication style of the clinicians targeted.
Using multiple communication channels
Any healthcare commercialization strategy
must account for the accessibility and the information-seeking behavior of the healthcare providers it targets. Some healthcare professionals (HCPs) are receptive to face-to-face selling, others welcome customer-service representatives, while some are inaccessible to in-person contact but receptive to remote, off-hours, technology-driven interaction.
At the same time, one and the same clinician
may prefer multiple messaging channels, each delivered in a different manner. For example, a clinician may appreciate the assistance of a customer service representative to work with his or her office staff, but also seeks a more scientifically driven interaction with a contact center medical science liaison after hours.
Touchpoint delivers true multichannel, omnichannel, and orchestrated messaging.
While multichannel and omnichannel can include identical channels, they use them differently. In multichannel messaging, each channel is target–segment-specific. For instance, a specialty brand might choose to reach all specialists through specialty sales representatives, all generalist targets through a primary care team of field sales representatives, and all white-space healthcare providers through the contact center team. In this scenario, the messaging is essentially similar across all channels.
Omnichannel messaging, on the other hand, uses multiple channels
to reach each individual healthcare provider, with each channel designed to accomplish a unique task. For instance, to engage a particular prescriber, a brand might use our contact center team to do sampling and coupon/copay card distribution, a field representative to do the face-to-face selling, and digital messaging to make sure the brand stays top-of-mind.
Finally, the concept of “orchestration” refers
to our ability to empower one messaging team member who observes and coordinates all the various messages directed to an individual clinician. We provide manufacturers with field-based “orchestrator representatives” who not only screen all interactions with a specific stakeholder but manage them in such a way as to create personalized, coherent, and responsive messaging across multiple communication channels.