1. Market Research
  2. > Telecom
  3. > Mobile Services Market Trends

Innovations in Multichannel Marketing

  • August 2013
  • 55 pages
  • Firstword Pharma
Report ID: 1598565


Table of Contents

FirstWord goes beyond the multichannel marketing hype to explore what multichannel marketing (MCM) really means for Pharma today, and what it holds for the future.

With Pharma sales forces in steep decline, marketers are faced with the challenge of reaching customers with the right content, at the right time, through multiple traditional and digital channels. They must also change the mind-set of internal stakeholders and convince them to embrace a new way of working.

This crucial report explores the essential ingredients of an effective multichannel marketing model, through the direct experiences of senior marketers at top Pharma companies, including GlaxoSmithKline, AstraZeneca, Pfizer, Sanofi Pasteur MSD and Lundbeck, as well as MCM powerhouse, Google.

These global MCM opinion leaders share their perspectives on key trends such as digital and mobile communications, Big Data, customer centricity, patient empowerment, and closed-loop marketing (CLM).

Innovations in Multichannel Marketing is a must-read for forward-thinking marketing and sales professionals.

Report Highlights of Innovations in Multichannel Marketing include:

Key elements of MCM – from the experiences of global MCM experts
How Digital and Mobile are changing the game
Integrating your traditional and digital programmes
Latest data tracking and analysis techniques
Major innovations that are making MCM even more powerful

Key Benefits

With fewer field sales reps, tighter regulations around Pharma-doctor interactions, and changes in the ways that customers consume content, MCM is becoming increasingly important. However, very few companies have fully integrated programmes. With an abundance of channels now available to marketers, there is a need to understand how to put programmes together to effectively reach the target audience through the right channels at the right time. Through this report, exclusive guidance from senior marketers inside and outside Pharma will help you make your MCM more integrated, more measurable, and more effective

Understand how to make your MCM customer-centric, fully integrated, and “closed-loop”
Learn creative ways to integrate your sales force and multichannel marketing programmes
Demonstrate enterprise value and win over internal stakeholders
Be ready for exciting future developments

Key Questions Answered

Innovations in Multichannel Marketing addresses your strategic and tactical questions, such as:

What is multichannel marketing?
Are the experiences of other industries relevant to Pharma?
How can I listen to my customers in a way that generates value?
How do I demonstrate enterprise value if ROI is no longer a simple calculation?
What data can I collect, and what can I use it for?

Selected quotes from the report

“The key success factor in any project you deliver is actually identifying what the customer need is and looking at customer behaviours. Anything we do has to be based around their need, otherwise it becomes less relevant’s a true matrix.” Kai Gait, global digital director, GlaxoSmithKline

“It is an understanding of the audience that begins and ends the really successful multichannel marketing campaign.” Ben Barokas, general manager for marketplace development, Google

“The mobile revolution is one of those things that has impacted dramatically on the way we can relate with our customers. We shouldn’t do anything in multichannel that doesn’t involve mobile as one of those channels.” Antonio Ibarra, multichannel marketing manager, Sanofi Pasteur MSD

“Our customers are shaped by the external world as much as we like to think they are shaped by pharmaceutical interactions. In a world where people are generally using digital devices in their everyday lives, expectations are high for access to information. All of that shaping that goes on in the real world is what’s driving the success of really thinking about a multichannel world for pharma.” John Gerow, European multi-channel marketing director, AstraZeneca

Expert Views

Sven Awege, executive director and senior consultant, Pharma Strategic
Ben Barokas, general manager, marketplace development, Google
Vivek Chaudhri, senior director, multi-channel marketing, Pfizer EU
Kai Gait, global digital director, GlaxoSmithKline
Nitin Gandhi, director, operational improvement and excellence (Europe/AfME), Pfizer
John Gerow, European multi-channel marketing director, AstraZeneca
Antonio Ibarra, multichannel marketing manager, Sanofi Pasteur MSD
Pierre Morgon, chief marketing officer, Cegedim and non-executive director, Theradiag (formerly BioMedical Diagnostics)
Timothy White, global director and head of customer interaction management, Lundbeck

Get Industry Insights. Simply.

  • Latest reports & slideshows with insights from top research analysts
  • 60 Million searchable statistics with tables, figures & datasets
  • More than 25,000 trusted sources
  • Single User License — provides access to the report by one individual.
  • Department License — allows you to share the report with up to 5 users
  • Site License — allows the report to be shared amongst all employees in a defined country
  • Corporate License — allows for complete access, globally.

Veronica helps you find the right report:


The research specialist advised us on the best content for our needs and provided a great report and follow-up, thanks very much we shall look at ReportLinker in the future.

Kate Merrick

Global Marketing Manager at
Eurotherm by Schneider Electric

We were impressed with the support that ReportLinker’s research specialists’ team provided. The report we purchased was useful and provided exactly what we want.

Category Manager at

ReportLinker gave access to reliable and useful data while avoiding dispersing resources and spending too much time on unnecessary research.

Executive Director at
PwC Advisory

The customer service was fast, responsive, and 100% professional in all my dealings (...) If we have more research needs, I'll certainly prioritize working with ReportLinker!

Scott Griffith

Vice President Marketing at
Maurice Sporting Goods

The research specialist provided prompt, helpful instructions for accessing ReportLinker's product. He also followed up to make sure everything went smoothly and to ensure an easy transition to the next stage of my research

Jessica P Huffman

Research Associate at
American Transportation Research Institute

Excellent customer service. Very responsive and fast.

Director, Corporate Strategy at

I reached out to ReportLinker for a detailed market study on the Air Treatment industry. The quality of the report, the research specialist’s willingness to solve my queries exceeded my expectations. I would definitely recommend ReportLinker for in-depth industry information.

Mariana Mendoza

Global Platform Senior Manager at
Whirlpool Corporation

Thanks! I like what you've provided and will certainly come back if I need to do further research works.

Bee Hin Png

CEO at
LDR Pte Ltd

The research specialist advised us on the best content for our needs and provided a great report and follow-up, thanks very much we shall look at ReportLinker in the future.

Kate Merrick

Global Marketing Manager at
Eurotherm by Schneider Electric

Purchase Reports From Reputable Market Research Publishers

Mobile services in Sub-Saharan Africa: trends and forecasts 2016–2021

  • $ 7999
  • Industry report
  • February 2017
  • by Analysys Mason

"Demand for mobile content services and operators' bundled offers are driving smartphone take-up and will push the smartphone share of handsets up to 39.8% in 2021." The convenience of mobile Internet ...

Wireless network data traffic: worldwide trends and forecasts 2016-2021

  • $ 7999
  • Industry report
  • February 2017
  • by Analysys Mason

"The rate of annual growth worldwide will decline persistently over the forecast period, falling from 78% in 2015 to 30% in 2021." Cellular data traffic growth will continue to be stronger in emerging ...

Western Europe telecoms market: interim forecast update (16 countries) 2016–2021

  • $ 7999
  • Industry report
  • February 2017
  • by Analysys Mason

"Telecoms retail revenue decline in Western Europe will be slower than in previous years, falling at a CAGR of –0.5% between 2016 and 2021." Slower revenue decline in Western Europe is a result of increasing ...


Reportlinker.com © Copyright 2017. All rights reserved.

ReportLinker simplifies how Analysts and Decision Makers get industry data for their business.