Omnichannel Customer Engagement



Is COVID-19 Accelerating The Pharma Industry’s Journey Toward Omnichannel Customer Engagement?

The COVID-19 pandemic has impacted every walk of life, and businesses are still in the midst of evaluating the pandemic’s impact and mitigating potential losses during these times. The pharmaceutical industry, which is at the forefront of finding an effective cure for the pandemic, has also faced challenges. The industry needs to explore innovative ways to engage with its core customer groups (including patients, prescribers, and payers).

Even before the pandemic hit the globe, the pharmaceutical industry was grappling with the notion of enabling omnichannel strategies to engage with key customers. As the pandemic has resulted in complete lockdown on sales rep access to physician offices, the industry has been forced to devise an omnichannel engagement strategy “on-the-fly.” Most companies had to set up remote detailing capability in their reps’ CRM platforms. But omnichannel engagement goes beyond just remote or virtual detailing – it also requires changing the focus from the brand/campaign to the customer.

In this webinar, Axtria reviewed the current trends toward omnichannel migration in the industry. The webinar discussed how the customers of the pharmaceutical industry (i.e., patients, prescribers, and payers) have embraced omnichannel to connect with each other and how the industry needs to adapt to meet needs based on customer-preferred channels. The webinar also covered new approaches to using population mobility information to devise a differentiated omnichannel strategy when local economies start to open up. Axtria also recommended a path for pharmaceutical companies to transition their traditional multichannel planning approach to an orchestrated omnichannel planning approach.

Click here to watch the recording


Devesh Verma, Ph.D.
Principal, Axtria

is leading the company’s Marketing Solutions practices. Devesh’s passion is to leverage real-time data and state-of-the-art analytics to learn about evolving customer behavior in the life sciences industry. He enjoys using the learnings to craft harmonized omnichannel experiences for Axtria’s customers. Devesh has also led the development of Axtria MarketingIQ™, a cloud-based platform designed to enable customer-centric marketing for global life sciences organizations. Devesh has over 18 years of experience in the life sciences industry, where he has played a variety of leadership roles in brand marketing, sales, and analytics. 

Dhaval H. MukhatyarDhaval H. Mukhatyar 
Senior Director, Axtria

is leading the company’s Cloud Information Management Delivery Practice. Dhaval has vast experience in various aspects of analytics and business intelligence for Commercial Sales and Marketing needs for the life science industry, including the development of data warehouses/data marts, reporting, big data, and data analytics, as well as data exploration and predictive analytics models. Implemented and maintained enterprise standards, best practices, governance, and deployment guidelines for application development lifecycle, performance, and design. Dhaval has over 19 years of experience in managing and delivering actionable insights, analytical storytelling, and deep learning solutions that are enabled on various cloud platforms.

Robert MozenterRobert Mozenter
Director, Axtria

serves in the Marketing Solutions practice within Axtria’s Decision Sciences organization. He leads client engagements focusing on omnichannel marketing enablement and analytics. He brings more than 15 years of experience in the life sciences industry, first as a Director in Pfizer’s Business Technology group leading IT Strategy and later as a Consultant where he worked with mid-size and large, global pharma companies. Robert has led a variety of consulting engagements and large programs in the areas of sales, marketing and analytics. Robert has been a key contributor to the creation of Axtria’s omnichannel framework for assessing the maturity of omnichannel capabilities. Robert also has a wealth of experience leading consulting engagements with a primary focus on omnichannel marketing, marketing analytics, commercial operations, IT strategy, organizational change management and program management. 

Let Us Show You What Axtria’s 

Solutions Can Do For You