It is common for pharmaceutical company customers (consumers, patients, and physicians) to use different channels (print, TV, web, mobile, social media, etc.) at different stages of their decision cycles.
Multichannel pharma marketing refers to the use of multiple synchronized communication channels to reach consumers, patients, and physicians with marketing communications or information at the appropriate point in their decision cycles.
The critical aspect of multichannel marketing is the synchronization of messages across channels. This requires deployment of appropriate information technology to gain a common view of customers across the different channels. The multichannel marketer must have the resources to coordinate messages reaching customers through these channels and to measure the effectiveness of each channel in reaching customers. The communications must appear seamless to customers.
When the marketing messages and/or channels are changed or modified in response to data collected from previous communications (ie, effectiveness, ROI, etc.), it is called "closed-loop marketing."