Chart of the Month – Which companies are this year’s omnichannel leaders?

November 2024, our CHART of the MONTH:

In our latest survey of over 2,500 European specialists representing a range of therapeutic areas, we asked which companies are excelling across eight critical engagement channels – both offline and online.

AstraZeneca once again stands out with strong engagement across nearly all channels, especially among oncologists and pulmonologists where they are ranked first for all eight key channels, far outpacing the second-place companies in rep and MSL engagement (both in-person and remote) and webcasts in particular (the percentage figure shows the margin between the leader and the next closest company). Novartis is also highly rated – by European neurologists – with commanding leads in remote rep and MSL engagement, and offline medical conferences. Asking over 900 US specialists gives a similar picture, with AbbVie and AstraZeneca each dominating the field in a number of therapeutic areas.

                        That said, average scores across five European countries and multiple specialties only tell part of the story. There’s often significant variation beneath the surface, especially at the country and brand levels. To uncover actionable insights, a brand- and country-specific analysis is essential – this is where Navigator365™ Cx Benchmark comes in. 

Our data show that healthcare professionals increasingly favour an omnichannel approach while access becomes more and more restricted. Disconnected customer engagement efforts and isolated “pockets of excellence” are no longer sufficient. The likes of AstraZeneca, Novartis, and others are setting a new standard for consistency in omnichannel HCP engagement – showing that companywide, systematic approaches are key to leading in today’s competitive landscape. The time to rethink and elevate engagement is here, and benchmarking is a powerful way to build the momentum needed to drive the necessary strategic change.

Your therapeutic area of interest not included? Talk to us about a custom benchmark for your brand.

Chart of the Month is an ongoing series where we highlight an interesting chart or statistic from our Navigator365™ and Maturometer™ research, and offer a brief commentary on what this can tell us about trends in customer engagement in the life sciences. Browse through our previous Charts of the Month here!