Most probably you don’t. At least what the latest data from Across Health says. In today's healthcare landscape, the way we engage with healthcare providers plays a critical role in the success of pharmaceutical products Especially during the launch phase. Over 55% of specialists prefer an omnichannel engagement with commercial functions. The preference towards medical functions is even higher with almost 70% of HCPs preferer omnichannel engagements. This article aims to make the case for a strengthened focus on omnichannel engagement with a rather dissatisfied customer base.

Whatever product or service you are selling, eventually you sell it to a human being in the organization you are trying to do business with. Certainly, it’s not just one, it might be your direct lead and hers (or his) boss or an interdisciplinary team that decides on the deal.

In a recent webinar Across health presented their results from the latest Navigator365™ and Maturometer™ research. As the restrictions caused by the COVID-19 pandemic have been lifted widely and companies were able to turn back to ‘normal’ the sense of urgency to change the customer engagement model used in biopharma dropped from 61% in 2020 to a very low of 25% in 2022. Hence budgets allocated to omnichannel activities remained stable at around 28%. Compared to other industry, which average spend is above 50% the industry is still behind.