Automate, Learn, Adapt - New Opportunities in Multichannel Marketing

Jan 21, 2016, 21:00 ET from IMS Health

NEW YORK, Jan. 21, 2016 /PRNewswire/ -- The article excerpt below from PM360 Magazine, written by Tal Rosenberg, U.S. general manager Technology and Applications, IMS Health (NYSE: IMS), looks at the necessary steps for effective multichannel marketing (MCM) within the life sciences industry. Specifically, the article addresses the three critical factors that every successful MCM program needs.


Effective multichannel marketing (MCM) to healthcare professionals (HCPs) is about orchestrating a range of personal and non-personal delivery channels—web, phone, sales visits, email, mobile, direct mail and so on—to engage them over time via a constructively cumulative set of interactions. The aim is to ensure that the right message, in the most appropriate format and at the right frequency (so they don't get tagged as spam), reaches the customer at a time that is both convenient and most likely to provide a valued experience or service.

While the majority of life sciences companies have put significant focus on building multichannel capabilities over the past few years, many still have some distance to go to achieve their desired end‑state. To accomplish this, life sciences companies can follow a process of "Automate, Learn and Adapt," as explained below, to intelligently and efficiently engage with their customers.

To view the entire article as it appears on PM360 Magazine click here:

About IMS Health

IMS Health (NYSE: IMS) is a leading global information and technology services company providing clients in the healthcare industry with end-to-end solutions to measure and improve their performance. Our 7,500 services experts connect configurable SaaS applications to 10+ petabytes of complex healthcare data in the IMS One™ cloud platform, delivering unique insights into diseases, treatments, costs and outcomes. The company's 15,000 employees blend global consistency and local market knowledge across 100 countries to help clients run their operations more efficiently. Customers include pharmaceutical, consumer health and medical device manufacturers and distributors, providers, payers, government agencies, policymakers, researchers and the financial community.

As a global leader in protecting individual patient privacy, IMS Health uses anonymous healthcare data to deliver critical, real-world disease and treatment insights. These insights help biotech and pharmaceutical companies, medical researchers, government agencies, payers and other healthcare stakeholders to identify unmet treatment needs and understand the effectiveness and value of pharmaceutical products in improving overall health outcomes. Additional information is available at