Omnichannel Transformation
CASE
Challenge
The client, a regional organization of a multinational pharmaceutical corporation, needed to transition from primarily face-to-face sales interactions to a broader and more holistic strategy. More specifically, they wanted to leverage digital channels to boost customer reach, enhance targeting, and improve opt-in rates. The core challenge entailed transforming the client from a traditional sales-driven posture to an Omnichannel Engagement (OCE) Strategy executed across all channels. Fully deployed, the new strategy would expand the client’s market presence and help them engage more precisely with potential leads.
Solution
The Gullers team began by implementing organization-wide omnichannel training sessions. The program helped employees adopt a wide-angle view on the customer relationship. A key element was transitioning from a “push” to a “pull” strategy, offering valuable content across multiple channels to attract new customers and engage existing ones. This approach, grounded in thorough customer insight collection (jobs-to-be-done), aimed to build trust and loyalty. Implementing a Data Management Platform (DMP) was essential for data management and marketing automation, enabling personalized, efficient interactions that maximized customer engagement.
Results
By executing on the OCE strategy and leveraging data from the DMP, the client successfully identified and engaged potential leads harvested on various digital channels. These efforts were supported by insights from sales representatives. The DMP facilitated real-time data collection, breaking down organizational silos and enhancing collaboration across roles – including sales representatives, medical experts and product managers. This resulted in a seamless and valuable experience for healthcare professionals (HCPs), ultimately benefiting patients. Transitioning to an OCE strategy increased motivation in the sales and marketing teams, improved customer-lead validation and boosted sales-process efficiency. The investment bore substantial cost savings over time and provided valuable insights for future development activities.