Questions you should be asking yourself during omnichannel budget planning
During our recent webinar 'Tips for your 2023 omnichannel budget planning', we noticed many of our audience seemed to be struggling with the same kind of questions. So in response, we thought it would be helpful to provide an FAQ that covers key questions you should ask yourself while going into omnichannel budget planning. Below you can find a list of all the questions covered in the FAQ. Please tap the first question to view the answer – to view all other answers, you can download the full FAQ as a PDF file via the button below:
To watch the webinar recording (and download all the slides that were presented), click here.
Should I be adding digital as a key component of our 2023 plan?
It’s clear that customers’ communication preferences have changed. Since 2014, so-called ‘digital native’ physicians have outnumbered ‘digital immigrants’ (i.e. physicians who studied medicine when the internet was not yet around). These digital natives have different expectations of communication from pharma. Data from our Navigator365™ research – built upon surveys with thousands of prescribers across a range of therapeutic areas each year – show an increased preference for an omnichannel or digital-only channel mix for promotional content, and even more so in the medical education setting.
So the short answer is: yes! Neglecting digital these days means you will miss out. It’s that simple. And bear in mind that the competition is not sitting still – so neither should you.
Should I be adding digital as a key component of our 2023 plan?
Are my strategic brand objectives still the same compared to the previous planning cycle? Are my leverage points still the same?
Are the stakeholders, segments and the messages still relevant? Or do we see new segments?
When do I need to start thinking about content and channels?
How much of my budget should I set aside for digital?
Which materials will be delivered by global and what can we use at local level?
What channels should I use?
How do I project impact in order to prioritize the right channels?
How do I demonstrate engagement benefit/value to support the budget requirement?
How do I keep track of my execution quality?
Should I align my Marketing plan with that of my Medical and Sales colleagues?