The following examples illustrate how some of the software solutions can be applied in omnichannel marketing within the pharmaceutical industry.
- Omnichannel Marketing and Sales Analysis:
A pharmaceutical company wants to assess the impact of its recent marketing campaigns across various channels (e.g., online ads, email, webinars). By using omnichannel marketing and sales analysis, they gather data on customer interactions and sales generated from each channel. The analysis reveals that the webinar series are related to higher earnings and and emails are driving the sales increase. 
- Brand Adoption:
A pharmaceutical company launches a new medication for a specific medical condition. To increase brand adoption, they create a comprehensive educational campaign targeting both healthcare professionals and patients. Through brand adoption strategies, they tailor educational content for each audience, highlighting the medication's benefits, safety, and efficacy. The campaign results in increased awareness, trust, and acceptance of the new medication.
- Customer Journey Mapping:
A pharmaceutical company maps the customer journey for patients seeking information about a chronic illness. They collect data on patient touchpoints, including website visits, social media engagement, and interactions with patient support services. By analyzing the customer journey, they identify key decision points where patients often seek information. This insight guides the creation of content and interventions to support patients at critical stages of their healthcare journey.
- Channel Attribution:
A pharmaceutical company runs a multichannel marketing campaign, including online advertising, social media posts, and in-person events for healthcare professionals. Through channel attribution analysis, they discover that while online advertising generates initial awareness, in-person events significantly contribute to conversions and prescription adoption. As a result, they allocate more resources to hosting educational events for healthcare professionals.
- Uplift Models:
A pharmaceutical company aims to promote the use of a new digital health app among patients. They employ uplift models to identify which patients are most likely to respond positively to app promotion. Based on model predictions, they target a subset of patients with personalized messages and incentives to download and use the app. The campaign achieves higher adoption rates among the targeted patients.
- Next Best Action:
In a tele-detailing scenario, a pharmaceutical sales representative uses a Next Best Action (NBA) recommendation system. During a virtual meeting with a healthcare professional, the NBA system suggests tailored conversation topics, product information, and follow-up actions based on the professional's prescribing history and current patient needs. This ensures that the interaction is highly relevant and increases the chances of a positive outcome, such as a prescription or product recommendation.