Sep 5, 2012
The term multichannel marketing (MCM) confuses many people in our industry—often with good reason. Many marketers believe that developing an effective MCM campaign means nothing more than carrying a consistent look and feel of their core creative across a variety of media, only to be dismayed when their MCM campaign yields less-than-expected results.
The truth is, although the concept of MCM is centered on creative continuity across media, it’s much more than that. In order to achieve success, multiple forms of media must work seamlessly with one another to reach the audience when and where they’re most receptive. In pharma, this means connecting with doctors, patients, and caregivers online, in the car, on the train, at the doctor’s office, or wherever else they are throughout the course of their professional or personal healthcare journey. By paying close attention to the wants and needs of various stakeholder segments, and delivering your message through the medium that’s most effective for each, you’ll develop the capability to create an MCM campaign that truly works wonders for your brand.
7 Key Benefits of Doing MCM Right
- Customer information and insights derived from such an effort help maximize brand strategy and segmentation while allowing for reinforcement of brand messages
- A well-devised MCM strategy can help you recognize key appropriate customers across multiple channels, allowing for future channel development
- Channel integration and touch-point strategy can deliver a differentiated customer experience. Cadence and frequency are important to story flow
- Channel innovation—using best practices and the best technologies—provides a seamless delivery of the desired customer experience across all channels
- Digital can be woven throughout MCM so it does not act in a silo, but forms the connective tissue of the campaign that’s always on and available 24/7
- Coordinated channel execution supports the design, delivery, monitoring, and measurement of solutions for customers—ensuring better return on investment
- Keeping the best customers engaged exclusively with your brand will support a measurable ROI
By David Zaritsky, President and Kurt Mueller, Chief Digital & Science Officer Roska Healthcare Advertising