Omnichannel, Person-First: An Intentional Path for Pharma


Using an omnichannel strategy to put audiences at the center of your marketing efforts can drive whole-person health and create meaningful interactions across multiple touchpoints.

In the complex landscape of healthcare, a consumer's journey is far from linear. For pharma brands, understanding this is key to effectively engaging and supporting individuals as they find what’s right for their circumstances.

An omnichannel approach acknowledges this complexity, understanding that consumers engage in self-education and conduct extensive research about their condition, treatment options, and lifestyle modifications.

By delivering the right message at the right time to qualified audiences, pharma brands can empower individuals to make informed decisions and take actions toward their unique health goals.

Through our rigorous data analysis and consumer insights, we’ve pinpointed a few key challenge points people might face during their condition journey, and how an omnichannel strategy can help you meet them where they are.

1. Looking for Condition-Specific Guidance

Chronic condition audiences are highly motivated to find ways to manage all aspects of their health, from mental wellness and medications to nutrition and exercise. But it can be difficult to find trustworthy resources that break down big ideas into small, actionable steps that are relevant to their condition and fit their lifestyle.

Of U.S. adults living with a chronic condition:

  • 68% want little things they can do each day to be healthier

  • 59% say hard-to-change habits are preventing them from their health goals

How You Can Help: 

Empower individuals through condition-focused content. This is pharma’s opportunity to equip audiences with knowledge and tools to manage their conditions, from personalized, motivational messages to practical advice that fits into daily routines. 

2. Finding A Supportive Community

Navigating the complexities of a chronic condition can sometimes feel overwhelming. To help with their health management, consumers are seeking out condition communities to make informed decisions about their health, understand treatment options, and receive ongoing support.

Consumers turn to these condition communities to:

  • Get tips to improve their general well-being (54%)

  • Find information about treatment options for their condition (49%)

  • Learn from personal stories and experiences (47%)

How You Can Help:

93% of those in condition communities are interested in engaging with pharma brands on social media, which makes this channel a great place to start meaningful dialogues. Find ways to actively support chronic condition communities to improve brand awareness and connect with individuals who are already deeply engaged and highly motivated. 

3. Overcoming Adherence Barriers

Top barriers to medication adherence range from side effects to logistical or mental challenges, like remembering to take medications or stopping treatment due to a lack of immediate results. Another critical barrier to adherence? Affordability, along with a lack of awareness about discount options.

Rx consumers need help finding cost solutions: 

  • Nearly 3 in 5 have experienced out-of-pocket costs they couldn’t afford 

  • 38% don’t know where to start figuring out which discount services work for their medication 

  • 54% of those seeking medication information have never used an Rx discount card

How You Can Help:

By offering easy-to-action tips and resources for navigating cost barriers and other blockers to adherence, pharma marketers create a consumer-centric approach that supports individuals. 

Take An Omnichannel Approach to Whole-Person Health

An effective omnichannel strategy is much more than providing messaging at multiple touchpoints. When we create a cohesive ecosystem of support centered around the individual and their needs, we establish a framework that truly resonates with the consumer's journey and drives change.

Healthline Media’s innovative solutions were built to drive wellbeing, giving pharma marketers an opportunity to connect with their audience when and where it matters most. Whether that’s empowering consumers through our Rx Savings Program, educating them through Healthline Lessons, or building an online community on Bezzy, we support an omnichannel approach to marketing that takes the whole person into consideration. 

Partner with Healthline Media and leverage our solutions to help consumers find their best path forward. Get in touch today.

Highly motivated: Healthline Media Chronic Condition study. Survey of 80 people living with chronic conditions. Jul 2021; 68%, 59%: Healthline Media Health & Wellness study. Survey of 1,470 U.S. consumers. Data weighted to be representative of U.S. adults. Sep 2022; 8 out of 10: BSL Surveys. Oct 2021 - Apr 2022; 54%, 49%, 47%, 93%: Healthline Media Social Health Trends survey. Survey of 1,013 U.S. adults who use social media for health and wellness information (693 of who manage a health condition). Data weighted to be nationally representative based on age. Mar 2023; Three times: Crossix Measurement, only looking at statistical significant results. Jan-Dec 2022; 40%, 20%, 3 in 5: Healthline Media Consumer Drug Information Pages Visitor survey. Survey of 868 site visitors seeking drug/medication information, age 18+. Feb-May 2022; 38%: Rx Medication Discount Service research. Survey of 1,327 U.S. consumers (among those who have never used a prescription discount service), ages 15+. Dec 2022; 54%: Healthline Media Consumer Drug Information Pages Visitor survey. Survey of 868 site visitors seeking drug/medication information (among those taking at least one medication), age 18+. Feb-May 2022; Seven in 10: Healthline Media Consumer Drug Information Pages Visitors survey. Survey of 868 site visitors seeking drug/medication information (among those researching their current medication), age 18+.  Feb-May 2022.

About Healthline Media

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