Article
【Deloitte HCP Omni-Channel Engagement Series】HCP 360 Playbook
Published Date: 30 May, 2023
Since the medical reform in 2018, the market landscape of China's healthcare industry has been changing, which bringing deep challenges to the business and operation models of pharmaceutical companies. Most industry participants are seeking to "improve quality and efficiency " in their development. Many pharmaceutical enterprises have explored multichannel development and new business paradigms to survive the industry life cycle.
Deloitte Consulting team specialized in Business Operations Transformation has been helping Life Sciences and Healthcare companies transform their business and operation models digitally for a long time. At the 2023 China Medical Device Digital Intelligence Conference, Deloitte Consulting China Partner Neil Tang was invited to share his outlook for the omnichannel transformation of pharmaceutical companies.
As Neil Tang stated, "Technology" and "data" are the new production factors in the evolution from multichannel to omnichannel and creation of new production relationships for pharmaceutical companies. "Technology" breaks physical boundaries, replacing the traditional single-point and single-line offline connection with multichannel, multi-contact interaction. "Data" breaks the identity boundary, enabling a comprehensive understanding of HCPs from a new perspective beyond traditional identities such as "hospital" and "doctor." "Technology" can then turn insights from omnichannel "data" into assets, guiding business decisions and operational strategy in medicine production, marketing, sales, and other functional departments and facilitating product launches and long-term marketing strategy development.
Looking to the future, the key to the survival of enterprises will be a series of initiatives that take "technology" and "data" as the core production factors, bring omnichannel resources together, and concentrate on research insights into major/non-major HCPs and restructuring production relationships in core and non-core markets.
The HCP Omni-Channel Engagement Series will be launching subsequently, giving a discussion from different dimensions of customer integrated insights, business scenario empowerment, technology application outlook and omnichannel maturity assessment. In the meantime, generating integrated insight is the foundation of highly efficient and precise omni-channel marketing, the "HCP 360 Playbook" serves as the first part of our Omni-channel Marketing Series.
In "HCP 360 Playbook", we present practical experience of customer insights generation from three perspectives: "Concepts", "Build" and "Application".
1. “Concepts”: We focus on introducing HCP 360, the rationale for HCP360, and how HCP360 correlates with tags.
2. “Build”: We share HCP 360 build strategies, association systems, tag dimensions, data accuracy and security, optimization paths and other issues that plague users by discussing the following:
- Designing a reasonable HCP360 strategy
- HCP360 system requirements
- Designing tag dimensions for HCP360 implementation
- More data and tags do not necessarily mean better HCP360
- Completing data inventory efficiently
- Improving data accuracy
- Updating tags
- Ensuring data security in applications
- The path to optimal HCP360
3. “Application”: We look at the major application scenarios for HCP360, integrating HCP360 more deeply into representatives' daily work, and measuring the maturity of HCP360 and personalised marketing, and to know the optimization direction of next stage.
This hands-on manual gathers our leading practices and forward-looking insights in omni-channel transformation, in the hope of contributing our efforts to the omni-channel transformation of pharma companies.
Please click to register and download the whitepaper (English version).
