Mastering Omnichannel: Insights with Philip Vyt

RealPharma: Conversations with Pharma Pathfinders

In this episode, Dr. Na-Ri Oh and Ian Wendt sit down with Philip Vyt, a renowned expert in omnichannel strategy and founder of Shyft, a consultancy specializing in omnichannel approaches for biopharma.

They delve into the key concepts behind omnichannel and its distinction from multichannel, emphasizing the centrality of healthcare professionals (HCPs) in engagement strategies. Philip breaks down the importance of personalized content delivery and the role of interconnected channels in creating a 360-degree view of HCP interactions. He also shares practical advice for biopharma companies—both large and small—on building effective omnichannel campaigns, starting with "minimal viable campaigns" to learn by doing.

The conversation explores the challenges companies face, such as managing content supply chains and the integration of technology, while highlighting the significant investments needed in marketing technology (MarTech) for a truly effective omnichannel approach. Philip also discusses the differences between the U.S. and European markets in terms of data privacy and consent, as well as the evolving role of AI and automation in real-time engagement with HCPs. Throughout, Philip provides actionable insights on how companies can avoid common pitfalls, emphasizing a focus on execution and the importance of aligning marketing with commercial excellence.

Listeners will gain a deeper understanding of what it takes to implement a successful omnichannel strategy and why it’s a journey that requires commitment, adaptation, and collaboration across teams.

Resources:

• Philip Vyt on LinkedIn
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