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Session 7 Tracks 1 and 3: The Effective Use of Omnichannel Approach for to Engage with Customers by Medical Communications and Field Medical Affairs
Session Chair(s)
Dannis Chang, PharmD
Director, Hematology Medical Information Team Lead
Genentech, Inc., United States
![Dipam Doshi, PharmD](/_Images/member/Generic_Image_Missing-Profile.jpg)
Dipam Doshi, PharmD
Principal Medical Science Liaison
0140, United States
Medical engagement through omnichannel refers to an approach that seamlessly integrates cohesive scientific messaging, visuals, and content across different devices, systems/tools, and initiatives all centered around our key customers. Those approach centers around focusing on delivering cohesive, personalized experiences, which allows the customers to find the information they require, ensuring the content is within a suitable format according to their preferences and needs. The omnichannel approach will allow key functions within Medical Affairs, such as Medical Communications and Information, and field medical teams, to create and roll-out a more convenient, self-serviced experience to facilitate a meaningful medical education and scientific exchange, ensuring the content customers require is available and accommodating to their time and needs.
In this panel session, we will discuss the importance of omnichannel use for medical and scientific communication and engagement in Medical Affairs, as well as the roll-out of tactical execution in creating content for omnichannel use, the challenges, and considerations of customer’s needs for this type of approach to be successfully implemented across the organization. We will also discuss the importance of integrating technologies into the daily lives of medical science liaisons (MSLs) and will focus on the use of omnichannel in scientific exchange, education, and its perception as a friend or foe.
Learning Objective : At the conclusion of this session, participants should be able to:- Define how omnichannel applies to Medical Communications and MSL functions
- Identify ways to implement a practical framework to build omnichannel content and engagement
- Discuss experiences (successes and challenges) on building and executinge an omnichannel engagement in Medical Affairs
Speaker(s)
Speaker
Cheri Osteen, PhD
Prothena Corporation, United States
Senior Medical Director, Medical Affairs, Neuroscience
Speaker
Stacey Fung, PharmD
Gilead Sciences, United States
Head, Global Medical Information
![Allen Ho, PharmD](/_Images/member/Generic_Image_Missing-Profile.jpg)
Speaker
Allen Ho, PharmD
Alexion Pharmaceuticals, United States
Director, MSL team lead