When Multichannel is Good Enough: How to Design Your Engagement Model of Choice
About the webinar
Most omnichannel strategies fail because they assume one model fits all. In reality, how you engage HCPs should vary based on therapeutic area, market structure, business viability, and internal readiness.
In this session, Philip Vyt (Founder, Shyft) joins Pierre Metrailler (CEO, Onomi) to introduce the concept of the Engagement Model of Choice (EMOC): a practical framework for designing tailored engagement strategies that actually work.
You’ll learn when a well-run multichannel approach is enough, when to evolve to full omnichannel, and how to embed your model into brand planning so it drives execution at scale.
What we’ll cover:
- Why one-size-fits-all omnichannel doesn’t work, and what to do instead
- How to define EMOC based on HCP needs, commercial viability, and team capability
- Real-world examples from rare disease, specialty, and launch planning
- A practical method for operationalizing your engagement model
- How to spot when it is time to evolve from multichannel to omnichannel
This session is designed for strategic and cross-functional leaders responsible for shaping HCP engagement in life sciences, including
- Commercial excellence leads defining engagement models and omnichannel strategy
- Brand and launch teams building go-to-market plans across TAs and geographies
- Medical affairs leaders looking to scale scientific engagement pre- and post-launch
- Omnichannel and digital transformation owners embedding capability across markets
- Field enablement and regional marketing directors adapting execution by market
Speakers
- Philip Vyt — Omnichannel Expert & Founder, Shyft
- Pierre Metrailler — CEO, Onomi