The differences between multichannel and omnichannel in pharma

The terms multichannel and omnichannel are often used interchangeably, but they have very different meanings. The below article by Across Health, who deliver CELforPharma’s Omnichannel Launch Excellence for Medical & Marketing course, explains the terms and the differences.     
 

What does multichannel mean?

Multichannel means that all available channels are used to communicate with your customers. However, these channels are deployed separately from each other, without coordination. This can result in a fragmented communication experience for the customer, where messages do not always align with each other.     
 

What does omnichannel mean?

Omnichannel goes a step further than multichannel. It means that messages and channels are coordinated and personalised based on the individual needs and preferences of the customer. All communication channels are integrated and work seamlessly together, with the goal of creating a consistent and coherent experience for the customer, regardless of the channel used.      
 

The difference between multichannel and omnichannel in pharma: a clear picture

The below image clearly illustrates the difference between multichannel and omnichannel communication in pharma. In multichannel communication (left), the different channels are separate and independent of each other. In omnichannel communication (right), the HCP is at the center and the channels are integrated and work together to provide a unified customer experience.