What is the difference between multichannel and omnichannel marketing in pharma and MedTech?
Multichannel marketing uses multiple independent channels (like television, social media, email, websites) to communicate with customers. In this approach, channels often operate as silos, repeating the same message, with the focus remaining on the product rather than the user. It lacks a connecting node between channels.
Omnichannel marketing also engages multiple channels, but they are all integrated and coordinated to provide a unified, seamless, and personalized experience for the customer, who is placed at the center of the marketing funnel. This approach ensures that information is available precisely when needed, encourages deeper content exploration, and reinforces messages across touchpoints, ultimately improving engagement and fostering trust.
According to McKinsey, correctly implemented omnichannel models can lead to 5-10% revenue growth and 10-20% marketing efficiencies and cost savings for pharma companies.
