<span id="version" style="color: grey; float: right">Version 2.2.0 </span><br/>

# Optimizing Omnichannel Marketing
Omnichannel in healthcare refers to all the interactions between healthcare consumers and providers comprising contact, information, and recommendations.  Pharma marketing uses multiple channels of communication, including in-person (meetings, events), personalized (calls, training, emails), and other digital channels (web links and webinars). As healthcare progresses toward digitalization and innovation, communication options (both personal and non-personal) and new products in the market are rapidly increasing. Pharma organizations face a dual challenge;  __ Understand the relationship between marketing spend and sales impact to optimize budget allocation and the most effective ways of communication with HCP  to enhance product adoption. __ 


# Project Value

The solution supplies an initial framework for commercial pharmaceutical groups to adopt and test the value of a multi/omni channel approach while learning how to identify essential brand and sales adoption drivers to design more competent and efficient marketing campaigns through:
1. A reproducible flow that blends and preprocesses multiple data sources that comply with healthcare commercial software systems frames.
2. Interactive Visual Dashboards that apply descriptive analytics and display marketing activities and sale trends by parent accounts (clinic / medical practice), individual HCP, and products to gain insights about channel preferences and communication actions.
![omni1.png](nepH9KKSMGHP)
3. Machine Learning-driven insights on which features drive the sales deviation for a selected brand in order to focus marketing investment priorities. 
4. A predictive model that uses providers’ characteristics, marketing data, and sales history to estimate the probability of a brand adoption by individual HCP accounts and identify key adoption drivers.
![omni2.png](mtKIpLwxphas)
5. A Project Setup that allows users to upload their own data with the flexibility of HCP providers’ characteristics and omnichannel feature options to parametrize and reproduce the analysis and insights.



