The invisible multichannel customer

Pharma's Invisible Multichannel Customer

As a Pharma, Medical Device or Healthcare marketer, you’re probably working as part of a cross-functional, and internationally spread team. This of course, adds extra strain when it comes to planning and implementing multichannel marketing projects. Also, like many in the industry, probably not everyone on your team is totally comfortable with multichannel and digital yet.

The thing is, your team and other key colleagues are the people you rely on to make your multichannel project a success. So, whilst it’s integral that you understand your customers’ needs and behaviours; you must also understand and better engage your invisible customers – your colleagues.

As you know, without these internal stakeholders behind you, it can really feel as though your multichannel project is struggling from idea generation right through to implementation. So, how can you stop this?

Our latest recorded webinar, led by Michelle Killick, eMCM Business Partner at Pfizer and Will Myddelton, User Experience expert and Blue Latitude alumnus, offers 3 ways you can tackle your invisible customer challenge:

  1. Avoid hidden dangers by inviting criticism from key interested parties
  2. Avoid “not invented here” syndrome by allowing everyone to get involved in designing the solution
  3. Answer the question “What’s in it for me?” to make your project more personal to all your stakeholders

Download and watch Will and Michelle’s webinar here.

Read on for more on the 3 ways to stop your colleagues from jeopardising your project:

Invite Criticism

It’s important that you involve key colleagues from the research, idea generation and design phases through to implementation, making them an integral part of the project. Countless times, we’ve seen projects struggle because the right stakeholders weren’t brought in for the initial kick-off meetings. This will always lead to problems later in the project when you need these colleagues to help you deliver your multichannel campaigns, and they’re not bought-in to what you’re trying to achieve. You need these people throughout the project; to criticise your ideas, share their fears/worries about what you’re proposing, and contribute ideas/solutions to any problems that arise.


We’ve found that gathering your colleagues together in interactive workshops or seminars works really well to gain commitment to your multichannel initiative. They allow open dialogue, debate, and collaborative working to find better solutions to your multichannel challenge. Whilst you, as a project lead, have ultimate responsibility for what is actually implemented, by allowing your colleagues to co-design the solution, you can create project champions who will help to get your project acknowledged and loved internally.

Make it personal

Segment your colleagues, so that you better understand what matters most to them. Answer a few questions to get you started: How are they likely to react to your multichannel or digital project proposal? How much involvement will they need to have? How much influence do they have, which could help or hinder progress? What’s their seniority? Then tailor your messaging to meet each internal target audience’s needs and expectations, leading to greater engagement.

For more tips and examples of how to better manage your colleagues, download the 30-minute webinar on the invisible customer. It gives you the tools you should be using to increase stakeholder engagement for your next multichannel marketing project.

Multichannel webinar

Free webinar:

Customer-centred, multichannel marketing

Fred Bassett, Head of Strategy at Blue Latitude, offers 4 key steps to follow to better engage with your audience through multichannel marketing, including case studies and practical tips. Learn how to effectively apply a customer-centric approach to your MCM activity.

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