Helping teams use omnichannel across markets

Field-force reductions and upcoming launches increased the need for digital engagement across the region. Digital activation and content localisation were low, and teams made little use of the global omnichannel playbook.

The programme covered more than 30 markets, three brands and two therapy areas. Research with the teams identified barriers to adoption. An initial series of six webinars covered omnichannel strategy through analytics. A second phase combined further training with practical assignments, individual coaching and peer discussions. Participants developed an omnichannel brand plan and received feedback on it, using the company's existing ways of working.