| | May 20228CIOReviewIN MY OPINIONThe 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 By Lutz Bonacker, SVP and General Manager, Commercial Operations, CSL BehringLutz BonackerENHANCING THE STAKEHOLDER EXPERIENCE THROUGH OMNICHANNEL OPTIMISATION
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