The use of multiple channels is also called a multichannel strategy. This is the successor to the single channel strategy. In recent years, many Life Sciences & Health organizations have taken the first steps towards an omnichannel strategy. You can read below what these three strategies entail exactly and what the main differences and similarities are.
A good omnichannel strategy is designed in such a way that channels reinforce each other. For example, an HCP that has recently been contacted via a representative can be approached with an automatic e-mail flow with additional information. After the HCP has opened the email (s), he or she can be targeted with relevant white papers. In this way the HCP will flow deeper into the funnel to eventually take the desired action.
In addition, an omnichannel approach is very interesting for corporate communication / digital PR. It radiates professionalism when all communications on corporate online channels are coordinated and reinforce each other. In this way you create the ultimate brand feeling for corporate target groups like general public, investors, existing and new personnel. In short: a well-designed omnichannel strategy has many advantages, perhaps especially for companies within Life Sciences & Health.