HCP and Consumer Omnichannel Transformation

The challenge

To meet the evolving expectations of both healthcare professionals (HCPs) and consumers – while aligning with brand objectives – Vynamic’s client needed to transform how they engaged across personal and non-personal channels. Existing marketing efforts relied on

• static, non-personalized content
• siloed channel strategies
• little to no connectivity between personal and non-personal HCP interactions
• limited actionable insights from digital interactions

The challenge was to shift the organization from disjointed, multi-channel marketing to a connected ecosystem that enhanced digital marketing, empowered Sales, and ultimately improved HCP and consumer engagement, driving measurable brand impact.

The approach

Vynamic partnered with the client to implement a multi-faceted transformation, ensuring seamless integration across Commercial, Digital, and Sales functions:

• Omnichannel Strategy Enablement: Partnered with brand agencies and enabling functions to develop omnichannel use cases and drive the implementation of new omnichannel marketing technology (e.g. CDP, DMP, test & learn platforms, modular content) to deliver more personalized, automated experiences and measurable outcomes.
• Change Management & Communications Execution: Led the change management strategy and execution for complex, cross-functional initiatives, ensuring seamless adoption across teams. Designed and executed communication plans to support the rollout of new AI-driven Sales Suggestions and digital capabilities, aligning internal and external stakeholders and securing leadership buy-in.
• Marketer Upskilling: Developed and delivered targeted training programs to equip brand teams with the knowledge and skills needed to drive omnichannel success. Designed onboarding and continuing education programs, such as the Continuing Education Series and HCP Omnichannel Onboarding Series, to enhance marketing effectiveness and ensure consistent adoption of new capabilities.
• Program & Project Governance: Established governance frameworks to drive clarity and accountability across workstreams. Defined roles and responsibilities, implemented cross-functional governance plans to ensure ongoing alignment, and introduced iterative budget tracking to connect funding decisions with value delivery.
• Cross-Brand Sharing & Process Optimization: Identified and facilitated best practice sharing across brands in the absence of a structured client forum. Led process improvements based on formal and informal retrospectives, enhancing coordination and driving continuous optimization of omnichannel engagement strategies.

The result

Through a combination of strategic governance, enhanced capabilities, and process optimization, Vynamic helped the client achieve significant impact across key performance areas:

• Expanded HCP reach and engagement, including increased interaction with previously unreachable HCPs (i.e., no-see physicians)
• New AI-driven Sales Suggestions generated over 20% incremental TRx versus control groups, driving stronger sales impact
• Increased consumer engagement, including higher quality visits, improved click-through rates (CTR), and increased savings card registrations and redemptions
• Extended patient days on therapy, supporting better treatment adherence and patient outcomes
• Enhanced media effectiveness across channels, optimizing spend across programmatic, social, and search
• Implemented standardized processes and reporting frameworks, enabling continuous optimization of omnichannel strategies

By embedding structure, upskilling teams, and enabling data-driven decision-making, Vynamic helped the client drive a step-change in how they engage customers delivering a more personalized, connected, and results-driven marketing ecosystem.