Omnichannel marketing & communication: deploying a customer-centric strategy in pharma
Move from a product logic to a customer-centric approach: personas, personalised messaging, a structured omnichannel campaign plan and data-driven steering.
MarketingDuration : 1 dayFrom €810 excl. tax (health & cosmetics industries)
Learning objectives
- Adopt a customer-centric approach, breaking away from product logic
- Build effective personas and personalised messages for your targets
- Define and roll out a structured omnichannel campaign plan
- Choose the right multichannel levers for the pharma / health sector
- Steer campaigns with the right metrics (engagement, conversion, loyalty)
- Write a clear, effective brief for agencies and internal teams
Programme
From product strategy to engagement
- Shifting from a product to a customer-centric approach
- Differentiating positioning and value in use
- Engagement levers across the lifecycle
Programme
Targeting, segmentation and personalisation
- Audience segmentation (behaviours, channels, medical profiles)
- Actionable personas: motivations, barriers, objections
- Clear, engaging messages backed by social proof
Programme
Omnichannel planning
- Campaign plan: channels, cold / warm content, timing
- Steering tools (CRM, automation, platforms, content)
- Structuring the brief for stakeholders
Programme
Performance steering and optimisation
- KPIs by objective (awareness, engagement, conversion, loyalty)
- Performance analysis and strategic adjustments
- Case study: decoding a campaign and building an optimisation plan
Who is it for
- Product, strategic and digital marketing managers
- Product managers in pharma, medical or cosmetics industries
- Business unit leads and laboratory marketing teams
Trainer
Thomas Douglas
Digital Pharma Lab expert — omnichannel marketing & communication strategies
In partnership with IFIS Groupe