Cross-channel Marketing

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Cross-channel Marketing

Until now, most companies have been experimenting with digital in isolation. Disconnected marketing and in many cases limited budgets, have resulted in mixed business outcomes. Companies are coming to realize that digital is not just about “differentiation” and “innovation” — the next stage is “fusion”, the integration of digital into the overall mix. Indeed, there are no single-channel customers… every customer consults several channels - online and offline - depending on needs, channel preference, marketing triggers, ….

Why is it so important to implement?

There has never been a greater number of channels for companies to communicate with patients and HCPs, but marketers are struggling to consolidate the opportunity. The saying ‘tactics in search of strategy’ still holds true. Part of the problem is that proven tactics are not sexy enough, the focus falls on “innovative” new channels. And while it’s fine to run pilots, the problem comes when the tested tactic is not rolled out across the organization.

By integrating digital and other non-personal channels in the overall mix, and executing coordinated cross-channel campaigns, significantly better business impact will be seen.

How does Across Health do the implementation?

We help our clients optimize the channel mix (impact and cost-effectiveness) for their customers, based on a powerful blend of extensive experience and proprietary market research, where needed. We also set up and nurture the cross-channel customer database in terms of channel preference/acceptance/behaviour to allow microtargeting, as well as assessing engagement and business impact. We also provide hands-on consultants to execute the programme.

In most cases, Across Health oversees the entire process from strategy through execution and impact measurement. In that sense, we could be seen as the “architect” of your cross-channel efforts. Our experts help you design an optimal cross-channel “house” based on your needs and then manage the execution through partnering with top-notch subcontractors… while you have only one person to talk to, rather than juggling a multitude of agencies and IT partners.

What are the results?

A key leading indicator for success is our unique rep equivalent concept, a framework to measure the impact of new channels relative to the rep impact with the intention of developing a proxy for rep activities. A key benefit of this approach is that companies understand the metrics very well, because it links the new (digital) to an established gold standard. Of course, there is more to cross-channel than just creating the same share of voice through multichannel – we need to move more towards pull, personalization and online/offline integration… but it is a great start.

  • We have run several cross-channel projects so far, in several geographic markets and therapy areas. Typical outcomes include
  • Sales evolution in multichannel groups similar to rep-supported segments (at much lower cost)
  • Customer engagement levels at high levels
  • Customer profiles enriched with multichannel information (email acquisition, channel acceptance & responsiveness,…)
  • Organizational change toward cross-channel operations
  • ...


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