Omnichannel and multichannel: what is the best strategy for your health marketing campaigns?

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With the major changes in digital marketing and the search for memorable experiences, two approaches have gained prominence in digital strategies: omnichannel and multichannel. Both solutions aim to reach and engage consumers across multiple channels, building integrated and personalized communication.

But what is the difference between the two strategies and when to use each of them? We explain it to you.

What is omnichannel and multichannel?
Omnichannel
Omnichannel is an approach that aims to provide a unified and consistent relationship or purchasing experience to customers, regardless of the channel or platform they use to interact with the company. In other words, channels of contact with the public, such as websites, blogs, marketing emails, mobile applications, social networks and others, are integrated to create a continuous and fluid journey.

With this strategy, the audience can start and end south africa mobile phone number interaction on a single channel or continue and conclude on another, without losing consistency in communication. The main objective of omnichannel is to offer a remarkable experience and generate customer satisfaction, enhancing the relationship with the brand.

Multichannel
Multichannel, on the other hand, is a strategy in which a company offers products or services through multiple sales channels, but these channels can operate independently. This means that each channel, such as a portal, website, social media page or app, can have its own relationship strategies and processes.

The great thing about multichannel communication is that, although there is a presence on several channels, they may not necessarily be integrated. In other words, the company can reach a wide audience, but the public's experience may vary from one channel to another, as it does not provide a unified experience.

What is the difference between omnichannel and multichannel?
In general, the main difference between omnichannel and multichannel is the integration and consistency of the audience experience. While omnichannel seeks to offer a continuous and uniform experience across different channels, multichannel involves being present in more than one communication medium, but operating independently.

Both styles of approach are strategic and can be used in different campaigns, depending on the company's objectives and strategies.

How to choose the right strategy for campaigns?
The choice between omnichannel and multichannel depends on the marketing strategy and objectives.

Multichannel can be used when the goal is to reach a wide audience through different channels, but the focus is not on building interconnected communication. This strategy can be seen, for example, in seasonal campaigns, such as Pink October, in which the actions of all the company's channels are focused on the same subject, even in physical spaces, but the audience does not need to interact in different media to have a complete experience.

Omnichannel, on the other hand, is ideal when you want to offer a fluid and consistent experience, creating deeper connections with your audience. One way to use this strategy in health marketing is by creating a Visual Aid (VA), integrated with Approved Email . With this strategy, the doctor can receive personalized emails, based on interactions with the VA, complementing the sales representative's visit, among other possibilities.

What are the advantages of omnichannel and multichannel strategies?
The main advantages of integrated strategies include content personalization and the creation of a strong brand connection. By integrating channels, it is possible to build more complete strategies that engage the public with the company from start to finish.

In the pharmaceutical world, in particular, this style of communication inspires a sense of trust and consistency, both for the doctor and the patient. And that’s not all. Below, we list other advantages of these strategies.

Data metrification;
Greater effectiveness in campaigns;
Creation of personalized journeys;
Speed ​​in problem solving;
Increased brand recognition;
Integration with platforms such as Veeva and SFMC ;
Agility in the purchasing/relationship process.
Both omnichannel and multichannel can generate valuable results for pharmaceutical and life care companies. Both strategies have the potential to drive success and provide remarkable experiences for both physicians and patients. Therefore, the choice depends on the specific business objectives and the results sought by the pharmaceutical company in the short, medium and long term.