IPSOS+制药行业的全渠道现实-英-13页_905kb

Ipsos: The Omnichannel Reality in the Pharmaceutical Industry Summary

Introduction

The pharmaceutical industry is transitioning to an omnichannel engagement reality, driven by customer demands for flexibility, simplicity, and consistency across communication channels. While technology enables tailored omnichannel approaches, success hinges on addressing customers' unmet needs, emotions, and behaviors.

Key Findings & Recommendations

Customer Needs & Journey Mapping

• Customers seek integrated experiences beyond multi-channel presence
• Requires deep understanding of diverse needs across physician segments
• Need for empathetic communication resources that support clinical work

Ipsos' Omnichannel Research Framework

1. Understanding Context: Mapping customer journey nuances
2. Acting with Empathy: Deep exploration of customer experiences
3. Shaping Expectations: Customer co-creation to avoid "omnichannel arms race"

Segmentation Approach

• Requires channel-specific segmentation beyond traditional methods
• Must account for therapy area, brand, and specialty differences
• Segmentation should target optimal channel mix effectiveness

Performance Measurement

To evaluate omnichannel effectiveness, use combination of:

1. Voice of Customer data (insights)
2. Channel usage metrics from CRM/communication platforms
3. Salesforce feedback
4. Market data (prescription trends)

Actionable Steps for Success

1. Start with deep customer need understanding (context/empathy)
2. Implement physician journey mapping methodology
3. Develop Voice of Customer research programs
4. Utilize advanced analytics to convert data into insights
5. Design bespoke, meaningful KPIs for omnichannel strategy

Conclusion

Omnichannel success requires moving beyond simple channel measures toward holistic monitoring of customer-company relationships. Each brand must define tailored KPIs aligned with immediate objectives rather than solely prescription figures.