Omnichannel Commercial Excellence: Strategy & Automation

STUDY OVERVIEW
BENCHMARK CLASS
SPECIAL OFFER

Non-members: Click here to review a complimentary excerpt from “Omnichannel Commercial Excellence: Benchmarking Channel Contributions, Investment, ROI, and Automation Trends Across Commercial Functions”

STUDY OVERVIEW

As customer expectations expand and digital channels take center stage in driving commercial impact, biopharma companies are under pressure to design omnichannel strategies that improve access, boost adoption, and deepen engagement. Achieving this requires robust, data-enabled systems that blend digital and personal touchpoints, harness CRM intelligence, deploy automation, and deliver highly tailored experiences across the customer journey.

This benchmarking study by Best Practices, LLC explores how leading biopharma organizations are advancing omnichannel capabilities—refining strategies, tailoring segmentation, evolving roles, and optimizing resources. Backed by peer comparisons, proven frameworks, and real-world examples, this study equips Commercial leaders with actionable intelligence to streamline cross-functional execution, amplify promotional effectiveness, and elevate long-term brand performance.

KEY TOPICS

Omnichannel Program Capabilities and Required Resources
Organizational Objectives and Tactics
System Management and Features

KEY METRICS

Progression of omnichannel maturity across benchmarked organizations
Functional involvement and system inputs
Extent of omnichannel tool usage across different functions
Data sources powering integrated omnichannel frameworks
Coordination approaches for omnichannel systems: insight-driven, content-aligned, and fully integrated models
Budget allocation across promotional channels
Integration levels of promotional channels within omnichannel systems
Strategic investment focus areas across digital engagement platforms
Preferred social media channels for engagement and listening
Key datasets supporting seamless system integration
Most used omnichannel platforms across organizations
Advanced tool capabilities for personalized content sharing
Customer experience improvements driven by omnichannel system enhancements
Most critical KPIs vs. those most successfully achieved across organizations
Top-priority objectives guiding omnichannel excellence
Extent of achieving omnichannel objectives
Preferences for in-house vs third-party omnichannel system development and maintenance

SAMPLE KEY FINDINGS

Omnichannel Maturity Uneven Across Industry: While over 50% of organizations have formally adopted omnichannel tools, the rest remain in pilot stages.

Field Input Underutilized: Despite being the biggest users, Medical and Sales teams contribute data to omnichannel systems in less than 50% of organizations.

METHODOLOGY

Best Practices, LLC partnered with 13 Omnichannel and Brand leaders from 12 biopharma organizations for this study, conducted through a benchmarking survey. Insights are segmented by benchmark partners’ core capabilities—Leading vs. Status Quo—allowing you to compare your performance with industry peers.

Industries Profiled:
Pharmaceutical; Biopharmaceutical; Health Care; Consumer Products; Laboratories; Biotech

Companies Profiled:
AbbVie; Allergan Aesthetics; Alnylam Pharmaceuticals; AstraZeneca; Boehringer Ingelheim; Cytokinetics; Eisai; GlaxoSmithKline; Gr�nenthal; Novartis; Pierre Fabre; Vertex

If you purchase Best Practice Database document(s), you will have 30 days from the date of purchase to apply some or all of the cost of the document(s) toward the cost of a Full Access Individual, Pharma, Group or University Membership. Write us at DatabaseTeam@bestpracticesllc.com or call David Guinn at 919-767-9179 if you have any questions.

Omnichannel Commercial Excellence: Benchmarking Channel Contributions, Investment, ROI, and Automation Trends Across Commercial Functions

ID: 5888

Features:

Pages/Slides: 56

Published: 2025

Delivery Format: Online PDF Document

RELATED RESEARCH

1<!DOCTYPE html>
2
3Anonymous
4/bestp
5/bestp/domrep.nsf
6E7EAF34466FE3E5F00258CE00032432E
8
9
10
11
12
13
140
15
16
17/bestp/domrep.nsf/products/db-biopharma-omnichannel-commercial-benchmarking-channel-contributions-investment-roi-automation
18
19
20216.73.216.126
21
22
23globalbenchmarking.com
24/bestp/domrep.nsf
25DB