Today, Life Sciences sales, marketing, and information technology leaders implement a number of customer engagement disciplines including Multichannel Marketing (MCM), Omnichannel. Marketing (OCM), and in some cases, proprietary home grown sales and marketing strategies derived from digital initiatives coupled with analytics. MCM and OCM are defined as the
broadcast on multiple channels, with a focus on a customer’s channel preference and the customer buying journey. MCM and OCM are steps in driving a more effective customer engagement, but each can potentially fall short of providing the higher levels of confidence, transparency and return now mandated around every dollar spent in sales and marketing.