Omnichannel Whitepaper
Beyond the Buzzword: What It Actually Takes to Execute Omnichannel in Pharma
A FirstWord report featuring insights from BioPharm Communications on what separates real omnichannel execution from strategy that never leaves the slide deck.
Overview
Every pharma company has an omnichannel strategy. Very few can actually execute one.
This report, developed in partnership with FirstWord, examines why most pharma marketers struggle to move from omnichannel planning to measurable, connected HCP engagement, and what it takes to close that gap. Featuring perspectives from BioPharm Communications’ Jaclene Johnson, SVP, CRM, the report offers a practical look at the capabilities, data infrastructure, and operating model required to make omnichannel work in the real world.
What You’ll Learn
– Omnichannel is an operating model, not a campaign type. Success requires a fundamental shift in how pharma companies approach marketing, not just better channel coordination.
– The execution gap is where most strategies fail. Fragmented vendors, disconnected data, and bolted-on point solutions create a gap between what gets planned and what actually reaches an HCP.
– Earned behavioral data changes the equation. More than 20 years of cross-therapeutic engagement data, built from 15M+ HCP interactions, enables precision that licensed claims data alone cannot deliver.
– Smaller pharma companies don’t have to build it all themselves. A modular, partner-led approach can accelerate omnichannel maturity while teams stand up internal capabilities on their own timeline.
About the Expert
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Jaclene Johnson
SVP, CRM | BioPharm Communications
Jaclene has spent more than 11 years at BioPharm Communications, where she has been instrumental in building the company’s Tandem omnichannel operating model from the ground up. She works directly with pharma brand teams to design and execute precision HCP engagement programs across the product lifecycle, from pre-launch through mature brand optimization.
Ready to close the gap between omnichannel strategy and execution?
BioPharm Communications is a precision HCP engagement partner with 20+ years of earned behavioral data, 15M+ HCP interactions, and a proven operating model built to connect data, content, and activation end to end.
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