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Customer Relationship Management (CRM) systems have long been the backbone of pharmaceutical marketing and sales. But as digital expectations evolve and stakeholders demand more personalized, seamless experiences, CRM alone may no longer be enough.
Enter: the omnichannel model.
This evolution—from CRM-centric strategies to omnichannel engagement—marks a fundamental shift in how pharma brands connect with healthcare professionals (HCPs), patients, payers, and other key stakeholders.
Let’s explore how we got here, why it matters, and what comes next.
Phase 1: The CRM Era – Centralizing Data, Tracking Interactions
In the early 2000s, we developed numerous CRM solutions which largely included direct-to-patient programs with database driven communications. Platforms were limited in scope and ability which meant communications were largely multichannel based. When CRM platforms such as Salesforce and Veeva came on the scene, they revolutionized the way pharmaceutical reps managed relationships. For the first time, brands could:
- Track HCP interactions
- Monitor rep visits and sample drops
- Segment contacts by specialty, territory, or prescribing behaviour
- Standardize messaging across sales teams
- Track the effectiveness of key messages with individual doctors, through use of eDetailing tools
This was a game-changer. CRM gave pharma companies much-needed visibility into the field and helped streamline outreach efforts.
While relatively effective, it was largely rep-driven, one-way, and focused on existing or purchased data, like call logs and appointments—not the full spectrum of digital behaviour or preferences.
Phase 2: Multichannel Marketing – More Channels, Less Integration
As digital tools gained traction, pharma marketers began to expand beyond in-person interactions:
- Emails to HCPs sent by reps and/or head office
- Webinars and virtual events where attendee activities were tracked
- Brand websites and portals
- Mobile apps and social media
This “multichannel” model allowed for more touchpoints—but often in silos. Each channel operated independently, with limited coordination or shared data. The result? Effective, targeted communications and messaging but somewhat redundant efforts, inconsistent experiences, and missed engagement opportunities.
Multichannel was a step forward—but it still treated channels as separate, rather than orchestrated. Many of our clients still work this way and have good results but not as optimized as they could be.
Phase 3: Omnichannel Engagement – Integrated, Intelligent, Individualized
Today, the frontier of customer engagement is omnichannel.
What’s the difference?
Omnichannel = integrated + personalized + consistent + timely
This approach puts the customer journey at the centre, not the channel. It’s about using data and technology to deliver the right message, at the right time, through the right channel—whether that’s a rep visit, a mailer, an email, a webinar, or a banner ad.
Key capabilities include:
- Unified CRM + marketing automation
- Real-time data flows across platforms
- AI-driven content personalization
- Dynamic segmentation and behavioral triggers
- Cross-functional collaboration between marketing, sales, medical, and regulatory
Why This Shift Matters (Especially in Pharma)
In a highly regulated, relationship-driven industry like pharma, omnichannel engagement provides major advantages:
- For HCPs: More relevant, less repetitive communication
- For patients: Better support across diagnosis, treatment, and adherence
- For reps: Actionable insights and digital tools to enhance outreach
- For compliance: Clearer audit trails and pre-approved content modules
- For brands: Stronger engagement, faster feedback, and higher ROI
Omnichannel isn’t just a buzzword—it’s the answer to modern customer expectations in a digital-first world.
What’s Next: AI, Predictive Engagement, and Closed-Loop Marketing
Looking ahead, the omnichannel model will continue to evolve with emerging technologies:
- AI-powered insights to predict HCP behavior and content preferences
- Next-best-action engines to suggest the most effective outreach path
- Voice-of-customer analytics for deeper sentiment tracking
- Closed-loop marketing to measure outcomes and refine campaigns in real time
- AI Eye tracking and voice tools to optimize creative initiatives
The future is intelligent, automated, and deeply personalized—far beyond what traditional CRM could offer.
Final Thoughts
The journey from CRM to omnichannel reflects a broader transformation in how pharmaceutical and healthcare brands build trust and deliver value. What started as a tool for sales tracking has evolved into a holistic, customer-first strategy that spans every interaction and every touchpoint.
Is your brand ready to jump into the omnichannel-AI evolution? We would be happy to help!
Connect with us to learn about our best practices and how we can help you dive in!