What’s the difference between multichannel and omnichannel?

In multichannel engagement, all key channels and content types may be available, but they tend to be unidirectionally and independently “fired at” HCPs–without taking into account customer needs and preferences. Multichannel campaigns are brand/company-centric, inevitably leading to a subpar customer experience and engagement.

Omnichannel engagement, on the other hand, ensures that channels and content are orchestrated based on individual customer needs (informed by actionable customer behavior and preference insights). The same touchpoints are available but are now coordinated across channels (“closed-loop” and “two-way”), and the strategy takes a more customer-centric/personalized approach. With omnichannel you can achieve a superior customer experience, leading to better engagement, customer preference and, ultimately, higher sales.

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Looking for more Navigator365™ Insights? Find out more on how to identify the right channels for your omnichannel campaign.