“Multichannel marketing is marketing. It's not something that is new. Of course it's a new term, but it's something that we use every single day, leveraging different channels of communication, understanding how our customers interact with each channel, and then tailoring our approach accordingly.” “Sometimes multichannel marketing gets confused with digital marketing and people say: 'Oh this is a new way, this is digital marketing,' but multichannel marketing includes ‘multiple channels’ from sales force to digital, to congress and events, and any other commercial engagements that you have,” he added. “Your strategy requires you to know who your customers are, where the key discussions are taking place and what are the relevant aspects of those discussions.” Building brand loyalty is key. Traditionally, in pharma, this was done on the micro-brand, on the level of an individual product. Multichannel marketing can also do this on a macro-brand or ‘company level’ by creating positive associations and interactions with the company. For example, “at Lundbeck we are highly committed to improving the quality of life for people suffering from brain diseases, this is something that we are proud of and certainly want to stand behind and support using all channels.”
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