Multi-channel Mix Assessment
Impact Measurement & Dashboards
Training: the Across Health Academy
Instead of having a true cross-channel strategy, a lot of companies are creating silo strategies per tactic (e.g. a website strategy, an app strategy, etc) or are surfing from pilot to pilot without full implementations.
This makes it impossible to grab the full potential of cross channel communication. With a cross-channel strategy we start from the business objectives of a specific brand, therapeutic area or the overall company and define the cross-channel strategy covering all channels in the mix.
Why is it so important to implement?
A cross-channel strategy brings several benefits:
- Increase the impact of your communication activities as you ensure the message is aligned across channels and therefore better received.
- Customer centric thinking is embedded into the cross-channel strategy.
- Maximization of potential efficiencies as it makes it very easy to identify opportunities to leverage a certain content through different channels
- Ensuring investments in certain channels remain relevant and don’t remain stuck in pilot phases.
How does Across Health do the implementation
We have a proven approach to define an impactful cross-channel strategy. This includes optimizing the channel mix for a specific target audience, based on a powerful blend of extensive experience and proprietary market research.
This approach has been implemented successfully at more than 8 global pharma companies (both on the global and on the local level). And resulted in strong cross-channel implementations for which strong ROI data are available where tracked. This shows once more that cross-channel is much more powerful than solo-channel.
What are the results
The result of a cross-channel strategy is a clear roadmap with prioritised projects. These projects are clearly written-out and can serve as a basis to brief third parties to implement these projects in line with the strategy.
As the cross-channel strategy is defined through market research and a series of workshops, it also brings a lot of knowledge to the pharma company on multi-channel communication in general and how to effectively do multi-channel communication for their specific audience. This also helps going up the learning curve and applying this for the next years to come.
“This is a strategic milestone for our company.
This is the first time we are looking across all
customer-interacting channels and are aligning our efforts
to maximize impact, efficiencies and customer focus.”
Other relevant materials:
- Beyond the plethora of digital tactics – build a coherent cross-channel strategy that guarantees results
- Transforming fusion strategy into cross-channel execution
- Multi-channel Mix Optimization in Pharmaceutical Markets: how a proven methodology can optimize budgeting and boost efficiency