Omnichannel marketing and communications: deploying a customer-centric strategy in pharma

Training objectives

  • Acquire a customer-centric approach, breaking with product-centric logic
  • Build effective personae and personalized messages for your targets
  • Define and deploy a structured omnichannel campaign plan
  • Choosing the right multi-channel levers for the pharma/healthcare sector
  • Manage campaigns with appropriate indicators (engagement, conversion, loyalty)
  • Establish a clear and effective briefing for agencies and in-house teams, thanks to a methodology.

 

Next date: November 27, 2025 at Boulogne-Billancourt

Duration: 1 day

Rates: 810.00 € H.T health and cosmetics industries

1053.00 € excl. tax Public price

5% discount for the 2ᵉ registered, 10% for the 3ᵉ within the same company

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Detailed program

From product strategy to commitment

  1. Moving from a product-centric to a customer-centric approach
  2. Definition of differentiating positioning and use values
  3. Exploring the levers of lifecycle commitment
  5. Targeting, segmentation & personalization
  6. Audience segmentation (behaviors, channels, medical typologies)
  7. Creation of actionable personae: motivations, obstacles, objections
  8. Develop clear, engaging messages with social proof
  10. Omnichannel planning
  11. Building the campaign plan: choice of channels, "cold/hot" content, timeframes
  12. Integration of management tools (CRM, automation, content platforms)
  13. Structuring the briefing for stakeholders
  15. Performance management & optimization
  16. Selection of KPIs according to objectives (awareness, engagement, conversion, loyalty)
  17. Performance analysis and strategic adjustments
  18. Practical case study: deciphering a campaign and setting up an optimization plan.

Target audience

  • Product marketing, strategic marketing and digital marketing managers
  • Product managers in the pharmaceutical, medical and cosmetics industries
  • Business unit managers and laboratory marketing teams

Methodology and procedures

  • Interactive sessions with live Q&A and voting
  • Collaborative workshops and practical exercises

Prerequisites

  • Marketing/product experience and an appetite for digital tools

Why take this course?

  • To move from a product-centric approach to a truly customer-centric strategy, tailored to the specific expectations of healthcare professionals
  • To design consistent omnichannel campaigns, integrating the right message, at the right time, on the right channel
  • Collaborate more effectively with your agencies and internal teams, thanks to a clear, shared methodological framework
  • Reinforce marketing performance with relevant KPIs and actionable optimization levers
  • This omnichannel Marketing and Communication training course is delivered in partnership with IFIS Groupe, which for 50 years has been helping companies and federations in the pharmaceutical (Leem), cosmetics (Fébéa) and medical device (Snitem) industries with their consulting and training needs.

Speaker

Thomas Douglas - Digital Pharma Lab expert, specialist in omnichannel marketing and communication strategies

With over 10 years' experience, Thomas specializes in the design and implementation of omni- and multi-channel strategies, covering a wide range of sectors including healthcare. Over the past two years, Thomas has helped nearly 30 brands and 10 pharmaceutical companies define and deploy omnichannel campaigns.

Thomas Douglas

Digital Pharma Lab Consultant

Training offered in partnership with

This omnichannel pharma marketing and communications training course can be delivered at your company.

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