Originally published in PM360 as a guest post by Rebecca Dedo, VP of Strategic Marketing at ConnectiveRx.
In today’s complex healthcare landscape, creating the optimal omnichannel media mix means moving beyond the divide between traditional and innovative channels and focusing instead on what truly drives outcomes: relevance, personalization, and alignment.
A successful strategy must be audience-first and channel-agnostic, built on deep behavioral insights and supported by integrated data, content, and measurement systems.
Experts shared their perspectives with PM360 on building the optimal omnichannel strategy. Whether it’s connecting TV exposure to digital engagement through DSP and ACR data, leveraging gated HCP communities for richer insights, or ensuring creative consistency across platforms, the goal is the same—delivering the right message to the right audience at the right time.
- How do you ensure alignment between innovative and traditional media strategies in your omnichannel approach?
- What are some emerging channels or platforms you’ve integrated recently, and how have they performed? (Would you recommend them—why or why not?)
- How can brands secure consistency and personalization across multiple platforms in an omnichannel strategy?
- What metrics are most important when evaluating the success of an omnichannel campaign and how do you combat “low” numbers?
Omnichannel or Integrated Marketing Campaign?
The answer to prioritizing metrics is the same as most elements of marketing: it depends. More to the point, it depends on your objectives. What points of the buying journey are most important? Do you want to increase the number of people aware of your drug brand? Then top of the funnel metrics will be most important. Do you want to better understand what behavior is associated with “ready to ask for more info about your drug?” That would be a completely different set of KPIs.
But the real question to ask is: what are you going to do with your measurement data? If the immediate answer isn’t “determine how to optimize each aspect of the omnichannel program,” then I’m afraid you don’t actually have an omnichannel program. Determining the “right target, the right message, and the right time” is just the beginning. If you’re not measuring and optimizing to create an improved customer experience, then you don’t have an omnichannel program. You have a nice, integrated marketing campaign.
It’s the continuous cycle of measure, optimize, and repeat that helps not only identify where your next marketing dollar should be spent, but ultimately creates a better buying process for your customer, which in turn leads to more sales. This also helps you defend “low” numbers to your stakeholders: if you can show continuous improvement in your activation, no one is going to argue with your starting point.
“Traditional social media advertising, while effective, often operates in a silo, limiting its ability to build on prior exposures or optimize audience targeting in real time.”