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#FutureReadyHealthcare
Why Omnichannel Measurement Matters More Than Ever
The life sciences industry has come a long way since the early days of digital transformation. What began as a response to pandemic-driven disruptions has now matured into a more strategic, data-led approach to omnichannel optimization.
Pharma’s continued shift from multichannel to omnichannel gained momentum during COVID-19, when sales reps were briefly grounded and digital channels took the lead in HCP engagement. At the time, in-person detailing dropped by 86%, while e-detailing surged by 200%. That inflection point triggered a lasting change.
Now in 2025, virtual and hybrid engagement models are not just here to stay—they’ve become foundational to how pharmaceutical companies operate. But while digital maturity has improved, one key challenge remains: measurement.
Many organizations still equate omnichannel with “digital only,” missing the opportunity to truly integrate rep-led and digital outreach. Without a clear framework for omnichannel measurement, pharma teams struggle to capture the full impact of their efforts.
Getting it right means going beyond tactics. It requires the ability to track meaningful omnichannel metrics, use techniques like marketing mix modeling, and ultimately build a roadmap for measuring omnichannel success. Only then can companies unlock the full value of their commercial strategy—driving smarter investments, stronger HCP relationships, and measurable business outcomes.
The Barriers to Measuring Omnichannel Success
Despite all the progress in omnichannel engagement, measuring its true impact remains complex. That’s because most pharma campaigns span a mix of online and offline channels—each playing a different role at various stages of the product lifecycle.
Some channels focus on driving awareness. Others are designed to influence prescription behavior. But their effects often overlap. For example, a strong HCP experience on one digital channel can improve how they respond on another—making attribution blurry.
Things get even more complicated when measurement is inconsistent. Many teams still evaluate channels in silos, at different frequencies, or using outdated methods. Without a unified approach to omnichannel measurement, it’s nearly impossible to understand what’s working—or to confidently report ROI.
To move forward, pharma marketers need frameworks that reflect the real-world complexity of HCP journeys. And they need smarter tools to support measuring omnichannel success across touchpoints, rather than defaulting to disconnected metrics and legacy tracking methods.
A Strategic Framework for Omnichannel Measurement and Optimization
To move from activity to impact, pharma companies need a more structured approach to measuring and optimizing their omnichannel efforts. Here’s a three-part framework that brings together segmentation, modeling, and budget planning to enable smarter, data-driven decisions.
1. Segment HCPs Based on What They Actually Respond To
To improve omnichannel measurement, organizations must segment HCPs based on how they interact with different channels and content.
Advanced scoring models, powered by machine learning and a well-structured omnichannel data strategy, are key to creating actionable HCP segments. They can score HCPs on key attributes—such as digital affinity, customer lifetime value (CLTV), product potential, market access, and prior engagement—to create actionable segments.
By applying clustering techniques, marketers can focus their measurement strategies at the segment level—far more precise than broad national or subnational approaches. This enables pharma teams to identify what’s working (or not) for each segment and adjust tactics in real time.
2. Apply Marketing Mix Modeling to Identify What Works
Once segments are defined, the next step is understanding how each channel contributes to performance. This is where marketing mix modeling becomes essential.
Marketing mix modeling quantifies the influence of promotional channels—digital, in-person, and everything in between—on outcomes like prescription lift and sales. Both Frequentist and Bayesian approaches are used, depending on data availability, business assumptions, and campaign context.
To improve accuracy, models must account for carryover effects, diminishing returns, and multicollinearity—challenges especially common in digital-heavy campaigns. With the right data transformations and regularization techniques, marketing mix modeling can power more effective, data-driven decisions across the omnichannel mix.
3. Use Measurement Insights to Optimize Your Budget
With a solid measurement foundation, pharma teams can begin omnichannel optimization efforts—adjusting spend based on what’s proven to work.
Maximization models help simulate different sales scenarios under real-world budget constraints. These models are further refined by layering in attribution techniques (like the Shapley value method) and response curves generated from marketing mix modeling.
Practical considerations—like prior year budgets, channel caps, and cross-functional input—ensure the final plan is grounded, not just theoretical. The result: a more intelligent allocation of resources, tightly aligned with campaign and sales objectives.
The impact of this approach is clear in this real-world example, where a pharma brand boosted engagement and ROI through precise omnichannel optimization.
Building a Smarter Path to Omnichannel Success
As life sciences organizations continue to advance their digital maturity, the need for more integrated omnichannel optimization strategies is greater than ever.
By combining data-driven segmentation, robust marketing mix modeling, and budget strategies grounded in real-world constraints, pharma companies can build a more agile and accountable engagement model—one that adapts to changing HCP behaviors and drives measurable impact.
It’s no longer enough to execute across multiple channels. To truly succeed, companies must focus on measuring omnichannel success—understanding what’s working, for whom, and why. This shift not only unlocks better ROI in the short term, but also lays the foundation for stronger brand equity and long-term commercial growth.
The organizations that embrace this blueprint won't just improve performance - they’ll lead the way in defining what modern, measurable omnichannel success looks like in pharma.
Authors
Ankesh Kumar
Shailendra Tripathi
Subodh Singh
