Designing Omnichannel Strategies to Drive HCP Behavior Change

In today’s fast-evolving healthcare landscape, omnichannel engagement plays a crucial role in empowering healthcare providers (HCPs) with the tools and information they need to get patients to the right treatment. However, simply implementing multiple channels isn’t enough—pharma companies must design their strategies to actively drive HCP behavior change.

During a recent panel discussion at the 2024 Reuters Customer Engagement Conference, led by Tom Krohn, Global Pharma Commercial Lead at Viz.ai, experts from leading pharmaceutical companies shared their experiences and insights on how omnichannel strategies can influence HCP behaviors to create meaningful impact.

The panelists shared several practical ways pharma companies can rethink their omnichannel efforts to drive meaningful HCP behavior change.

 1. Reframing Omnichannel Strategy: Strategy Before Tactics

A recurring theme throughout the discussion was the common trend of “shiny object syndrome” in healthcare marketing—where companies get caught up in adopting the latest technology that seems new and innovative, without clear strategic direction. The panelists emphasized that omnichannel engagement should never be about implementing tactics for their own sake. Instead, as one panelist succinctly described, “Tactics shouldn’t dictate strategy—rather, strategy should influence the tactics. We have to start with the behavior we’re trying to influence and then find the technologies, channels, and tactics that will drive desired outcomes.”

Whether the goal is to drive utilization of a new therapy, improve adherence to treatment guidelines, or increase general disease awareness, understanding the specific behaviors that need to change is essential for success. Once behavior change goals are defined, companies can determine the right mix of channels and tactics that will have the greatest impact.

2. Simplifying HCP Workflows to Enable Behavior Change

Changing behaviors often requires reducing friction. The panelists emphasized that one of the most powerful ways to encourage HCPs to adopt new behaviors is by considering tactics and programming that are directly integrated into HCP workflows. Introducing new treatments or resources can be overwhelming, especially if they require significant changes to existing HCP processes.

A panelist working on a complex, multimodal therapy explained how difficult it can be to introduce new treatment modalities that require HCPs to change their habits. The speaker noted, “The more we solve workflow challenges, the easier it becomes for HCPs to focus on clinical decision-making. This is where behavior change starts.”

Streamlining workflows minimizes resistance and helps HCPs integrate new practices without disrupting patient care—making it easier for them to adopt new therapies, tools, and behaviors.

3. Using First-Party Data to Deliver the Most Relevant Information

Personalization is a powerful lever for behavior change, especially when HCPs are overloaded with information. First-party data offers an opportunity to create targeted, relevant content that meets HCPs where they are in their decision-making journey.

One panelist shared how their organization tracks digital activity across multiple channels to deliver personalized experiences, sharing, “When a physician engages with content about starting a patient on a new therapy, we follow up with a targeted email containing starter kits and co-pay tools. It’s all about being relevant at the right time.”

By leveraging data to tailor communications, companies can reduce cognitive load for physicians and provide actionable resources that align with their immediate needs—encouraging behavior change by making it easier for HCPs to act.

4. Leveraging Point-of-Care AI to Support HCP Decision-Making

As healthcare systems rapidly adopt AI to support point-of-care decision-making, pharma companies have a unique opportunity to become trusted partners within clinical workflows. However, this shift requires moving beyond traditional promotional tactics toward behavior-driven engagement that aligns with real clinical needs.

By partnering with health systems to implement solutions such as AI-powered diagnosis and care coordination tools and remote patient monitoring solutions, pharma can embed itself directly into critical moments of care. This allows companies to provide more than just product information—they can help support clinical decisions by ensuring HCPs are equipped with the information they need to deliver the best care to patients.

A panelist shared a practical example of this strategy in action, describing how their team collaborated with a health center to co-develop a clinical workflow tool for a specific type of cancer. This partnership not only equipped healthcare providers with critical information at their fingertips but also allowed the seamless integration of educational content about the company’s therapy directly into the tool, enhancing both decision-making and awareness of treatment options.

By embedding solutions like decision-support tools within healthcare workflows, pharma companies position themselves as valuable partners rather than just product providers. This approach not only reinforces behavior change but also aligns product information with patient care workflows, ensuring HCPs have the right resources when and where they need them.

This type of collaborative, integrated engagement helps pharma companies stay ahead in an AI-driven healthcare landscape—allowing them to support decision-making while ultimately improving patient outcomes.

In summary, the insights shared during the panel make it clear that successful omnichannel strategies must be grounded in behavior change goals. Pharma teams that start by identifying the behaviors they want to influence—whether it’s improving clinical workflows, increasing engagement with educational content, or driving adherence to new therapies—are better positioned to create meaningful, lasting impact.

Interested in learning more? At Viz.ai, we are committed to helping healthcare providers and life sciences organizations drive positive behavior change through AI-powered solutions and strategic partnerships. Contact us today to learn how we can support your efforts to improve HCP engagement and patient outcomes.