Pharmaceutical organizations have made real strides in health care provider engagement. Yet translating that progress into precision and action at the moments that matter most remains a challenge. At the center is a disconnect between marketing and the field. Closing that gap is the defining challenge and 86% of pharmaceutical and biotechnology executives said they believe an optichannel approach could help. It uses data differently to leap from effective to optimized, in real time. This survey report explores what 151 senior leaders from pharma and biotech manufacturers reveal about what’s getting in the way of engagement success. Highlights include: Where coordination between marketing and the field is falling short and signaling the limits of omnichannel. What’s driving the disconnect and what leaders say would help teams act on insight more effectively. Four optichannel-driven change priorities leaders cite for every level, including data strategy, tools, and technology.
