No longer channels that coexist. Channels that collaborate.
Having email, social, field, remote and content is not omnichannel. Omitting them into a single, coherent journey is.
Multichannel is not omnichannel.
Many pharmaceutical companies already use many channels: DEM, social, DottNet, face-to-face reps, remote, events. But using them all is not enough: if each speaks on its own, with disconnected messages and no memory of what the physician has already received, the result is dispersion, redundancy and an incoherent experience.
Omnichannel is the layer that sits above the individual channels: it orchestrates them into a single journey, where every touchpoint knows the previous ones, the message is coherent, and the sequence follows the physician's real behaviour instead of a rigid calendar. It is not one more channel: it is the way the channels you already have work together.
Merqurio orchestrates channels into coherent, measurable journeys centred on the HCP's behaviour.
Coordination of field, remote, DEM, social, DottNet and content under a single direction, with sequence, priority and frequency logic.
The sequence of touchpoints adapts to how the physician responds: what they open, what they ignore, which channel they react on.
The same message, adapted per channel, instead of disconnected messages that overlap.
Not the performance of the single channel, but that of the journey: what contributes, where the physician is lost, what to shift.
Orchestration puts them in a coherent sequence instead of in parallel.
A single journey eliminates overlaps and contradictions between channels.
Journeys adapt to the physician's real response.
Cross-channel measurement attributes value along the journey, not by silo.
The individual channels and services that make up the journeys — DEM, social, content, face-to-face and remote scientific information, DottNet campaigns — are described in the respective pages of the Marketing, Sales and DottNet areas.
Omnichannel works only if whoever orchestrates owns the channels being orchestrated. Merqurio owns almost all of them: database, DottNet, field and remote network, content.
It does not have to make different suppliers who don't talk to each other cooperate: field, remote, digital and content are proprietary assets, coordinable in a closed loop on the same physician. It is the difference between orchestrating your own tools and hoping that someone else's tools get along.
