TECH OUTLOOK 8MAY - 2021IN MY OPINIONEnhancing the Stakeholder Experience through Omnichannel OptimisationBy Lutz Bonacker, SVP and General Manager, Commercial Operations, CSL BehringThe ongoing Covid-19 pandemic has forced our industry to rewrite the way in which we engage with our stakeholders, including HCPs and patients. In order to address this to the best of our ability, our companies will need to be more flexible and more agile than ever.Some 20 years ago, we interacted with our stakeholders either by telephone or through face-to-face meetings. There was sparse use of email or other engagement vehicles. It was a few years before we transitioned to multi-channel engagement, with the arrival of social media, but there was little, if any, harmonisation of this approach. What CSL Behring sees as being key to enhancing stakeholder engagement will be the concept of Omnichannel Orchestration. It is not simply about having a wide range of channels, but more about delivering seamless, consistent and valuable experiences and interactions across all channels. The main aim is to align the channels and harmonise the message, the timing and the delivery to the stakeholder. In fact, to obtain optimum stakeholder experiences, the message also has to be personalised.One of the approaches through which CSL Behring believes we can achieve this, is by first identifying the end goal, essentially defining how we can deliver the best stakeholder engagement possible. The word "stakeholder" in a wider sense refers to a wide range of people, including HCPs and patients. It cannot be confined to stakeholders with whom we have commercial interactions. As everything we do focuses on patients, we engage with them in a variety of ways across the organisation. Other important stakeholders include payer organisations, governments, hospitals, integrated delivery networks and wholesalers. However, when we look at where omnichannel orchestration is likely to have the biggest impact, it is going to be on HCPs and, as appropriate, with patients.CSL Behring's focus has always been on providing therapies for rare and serious diseases. To do this well, continuous effort in improving stakeholder engagement is important, but our efforts were given greater impetus by the advent of the pandemic during the first quarter of last year. At this point, the opportunity to engage face-to-face with stakeholders, essentially, interactions that have taken place very regularly, were cut noticeably. While virtual engagement was already happening between reps and HCPs before the pandemic, what we see is that it is becoming Lutz Bonacker
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