Omnichannel

A Customer-Centric Omnichannel Orchestration Framework for Optimizing Promotion Efforts

Q: What is omnichannel orchestration in pharma?

It’s a strategic approach to deliver coordinated, personalized HCP journeys across channels using data and AI.

Q: Why is omnichannel engagement critical now?

Over 87% of HCPs prefer remote or asynchronous interactions, underscoring the importance of integrated digital engagement.

Q: Why is a customer-centric approach critical in omnichannel marketing?

It ensures every interaction is relevant and valuable by focusing on HCP needs and decision journeys.

Q: How does AI enable smarter omnichannel orchestration?

AI delivers the right message to the right HCP at the right time, using predictive models and business rules.

Q: How does continuous optimization improve omnichannel performance?

It uses real-time feedback and testing to refine campaigns, making them more adaptive and effective.

Q: What are the key pillars of a customer-centric omnichannel framework?

Strategy-driven planning, customer-centric focus, AI-driven delivery, and continuous optimization.

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Unlock the Future of Pharma Engagement

Healthcare providers overwhelmingly prefer digital-first engagements, rather than rep-centric interactions. Yet, after billions invested in digital transformation initiatives, HCPs still report low satisfaction, especially with younger clinicians. Delivering coordinated, personalized experiences continues to be a challenge.

Discover how leading life sciences organizations are turning those fragmented digital efforts into unified, AI-powered omnichannel journeys that deliver measurable business impact. This exclusive POV, co-authored by Axtria’s Omnichannel Team and Mehul Shah from Bausch + Lomb, reveals the latest thinking and offers real-world strategies for digital and omnichannel leaders.

Make Your Omnichannel Strategy Work for HCPs

Actionable Framework: Learn a proven, customer-centric, AI-powered orchestration model that moves beyond generic campaigns to deliver personalized, data-driven HCP engagement at scale.
AI at the Core: See how advanced AI/ML models, business rules, and governance combine to drive precision targeting, compliance, and real-time optimization, unlocking new levels of ROI.
Continuous Optimization: Discover how agile, test-and-learn cycles and live analytics turn every campaign into a smarter, more impactful journey.
Industry Benchmarks: Only 17% of pharma business units use advanced AI/ML segmentation today, but adoption is accelerating. Are you ahead of the curve?

Key Insights at a Glance

87% of HCPs now prefer remote or asynchronous engagement, and omnichannel is the new standard.
35–45% of pharma marketing budgets are now allocated to digital and omnichannel initiatives, yet HCP satisfaction remains below 50% in key markets.
Common Pitfalls: Accidental marketing, one-size-fits-all tactics, functional silos, and untapped data are key obstacles holding organizations back.
Four Pillars for Success: Strategy-driven planning, deep customer centricity, AI-powered delivery and insight generation, and continuous optimization.

What Makes This POV Unique?

Real-World Case: Discover how Bausch + Lomb, in partnership with Axtria, is leading the way with intelligent segmentation and real-time orchestration.
Practical Tools: Includes frameworks, visuals, and checklists to assess your organization’s omnichannel maturity.
Immediate Value: Includes practical steps to align brand maturity with omnichannel orchestration.
Forward-Looking: Explores the rise of agentic AI and the future of adaptive, customer-centric marketing that will shape next-gen engagement.

Ready to orchestrate smarter, more impactful customer journeys?

Download the POV now and lead the next wave of omnichannel excellence.