Challenges of building omnichannel communication
Posted: Thu Jan 23, 2025 7:54 am
Initial results have shown that omnichannel projects require active cross-functional collaboration. At Servier, the project involves marketing, sales, medical, IT, legal, and pharmacovigilance departments. These are large cross-functional projects that are changing the way the company works.
One of the important aspects of omnichannel communication is the ability of the doctor to choose which communication channels are convenient for him and refuse those that he does not want to use. For example, the doctor can netherlands consumer email list refuse newsletters or messages in a certain channel, which is recorded in the CRM system. This provides automatic control, thanks to which unwanted messages will not be sent, while maintaining a comfortable interaction for the doctor.
Another challenge is the division of roles in building communications. Medical representatives are given additional responsibilities that require technical and digital skills to choose the optimal content and communication channels with a specific doctor. At the same time, the marketing team supports this process by creating personalized content and developing strategies based on the channel and communication task. Omnichannel communication requires new approaches, additional resources and support from different departments, including marketing, the medical department and IT.
One of the important aspects of omnichannel communication is the ability of the doctor to choose which communication channels are convenient for him and refuse those that he does not want to use. For example, the doctor can netherlands consumer email list refuse newsletters or messages in a certain channel, which is recorded in the CRM system. This provides automatic control, thanks to which unwanted messages will not be sent, while maintaining a comfortable interaction for the doctor.
Another challenge is the division of roles in building communications. Medical representatives are given additional responsibilities that require technical and digital skills to choose the optimal content and communication channels with a specific doctor. At the same time, the marketing team supports this process by creating personalized content and developing strategies based on the channel and communication task. Omnichannel communication requires new approaches, additional resources and support from different departments, including marketing, the medical department and IT.