In this episode, Dr. Na-Ri Oh and Ian Wendt sit down with Philip Vyt, a renowned expert in omnichannel strategy and founder of Shyft, a consultancy specializing in omnichannel approaches for biopharma.
They delve into the key concepts behind omnichannel and its distinction from multichannel, emphasizing the centrality of healthcare professionals (HCPs) in engagement strategies. Philip breaks down the importance of personalized content delivery and the role of interconnected channels in creating a 360-degree view of HCP interactions. He also shares practical advice for biopharma companies—both large and small—on building effective omnichannel campaigns, starting with "minimal viable campaigns" to learn by doing.
The conversation explores the challenges companies face, such as managing content supply chains and the integration of technology, while highlighting the significant investments needed in marketing technology (MarTech) for a truly effective omnichannel approach. Philip also discusses the differences between the U.S. and European markets in terms of data privacy and consent, as well as the evolving role of AI and automation in real-time engagement with HCPs. Throughout, Philip provides actionable insights on how companies can avoid common pitfalls, emphasizing a focus on execution and the importance of aligning marketing with commercial excellence.
Listeners will gain a deeper understanding of what it takes to implement a successful omnichannel strategy and why it’s a journey that requires commitment, adaptation, and collaboration across teams.
Resources:
Popular Podcasts
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
The Joe Rogan Experience
The official podcast of comedian Joe Rogan.
Amy Robach & T.J. Holmes present: Aubrey O’Day, Covering the Diddy Trial
Introducing… Aubrey O’Day Diddy’s former protege, television personality, platinum selling music artist, Danity Kane alum Aubrey O’Day joins veteran journalists Amy Robach and TJ Holmes to provide a unique perspective on the trial that has captivated the attention of the nation. Join them throughout the trial as they discuss, debate, and dissect every detail, every aspect of the proceedings. Aubrey will offer her opinions and expertise, as only she is qualified to do given her first-hand knowledge. From her days on Making the Band, as she emerged as the breakout star, the truth of the situation would be the opposite of the glitz and glamour. Listen throughout every minute of the trial, for this exclusive coverage. Amy Robach and TJ Holmes present Aubrey O’Day, Covering the Diddy Trial, an iHeartRadio podcast.