Upgrade your customer experience with omnichannel communications

Despite the US public health emergency declaration no longer being in effect, the COVID-19 pandemic continues to have lasting impacts in the US and beyond. The push towards personalization was already well underway pre-pandemic, but those efforts have been hastened with increasing digital demands that are expected to persist. A recent article from McKinsey & Company notes that about 75% of customers switched to a new store, product, or method of purchasing during the pandemic, suggesting that loyalty as a customer retention strategy may be a thing of the past. Instead, personalized experiences have been shown to increase both customer loyalty and sales, with 71% of customers expecting companies to deliver personalized interactions, and 76% of them ending up frustrated when they don’t deliver. Enter the omnichannel strategy.

Omnichannel refers to a business strategy that aims to provide customers with a consistent, integrated, and unified brand experience across all channels. Omnichannel strategies are a type of digital innovation that allow companies to connect with the consumer at the right time, with the right message, and in a way that caters to consumers’ preferences, resulting in the same high-quality experience across all channels. This strategy involves customer-driven personalization.

Omnichannel strategies are being employed across industries. In the medical information space, targeted content is delivered to healthcare practitioners, patients, or other stakeholders through their chosen interaction method. Channels range from more traditional to rapidly emerging and may include:

  • Phone
  • Fax
  • Mail
  • Email
  • Web
  • Self-service sites
  • Aggregated sites
  • Podcasts
  • Videos
  • Chatbots

Omnichannel strategies are often used in concert with other types of digital innovation, including modular or component-based authoring, insight tracking and analysis, and artificial intelligence.

Wherever you are in your medical information omnichannel journey, it’s important to note that it’s not an all-or-nothing strategy. You can and should continue to explore new channels as interest builds, taking into consideration the size of the organization, the number and type of requests, the therapeutic areas covered, and the status of legacy products. Regardless of the channels available, consistency across channels is the key to maintaining credibility as an established and trusted source of medical information.

Whether your organization is just starting out in the omnichannel space or are looking to expand your current offerings, Med Communications can help you provide seamless personalized customer experiences. Contact us today to learn more: 877-477-0977 or

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