Omnichannel Commercial Excellence: Benchmarking Channel Contributions, Investment, ROI, and Automation Trends Across Commercial Functions

Industries Profiled:
Pharmaceutical; Biopharmaceutical; Health Care; Consumer Products; Laboratories; Biotech


Companies Profiled:
AbbVie; Allergan Aesthetics; Alnylam Pharmaceuticals; AstraZeneca; Boehringer Ingelheim; Cytokinetics; Eisai; GlaxoSmithKline; Grünenthal; Novartis; Pierre Fabre; Vertex

Study Snapshot

Best Practices, LLC engaged 13 Omnichannel and Brand leaders from 12 biopharma organizations in this benchmarking research. Insights are segmented by participants’ core capabilities—Leading vs. Status Quo—enabling you to benchmark your performance against industry peers.

Key topics covered in this report include:

• Omnichannel Maturity, Segmentation, and Platform Use
• Channel Integration, Automation, and Personalization
• Strategic KPIs, Investment Trends, and ROI Benchmarks
• Customer Experience, Compliance, and Change Management
• Cross-Functional Collaboration and Segment Comparisons (Leading vs. Status Quo)

• Field Input Underutilized: Despite being the biggest users, Medical and Sales teams contribute data to omnichannel systems in less than 50% of organizations.

• Automation a Key Differentiator: Leading organizations automate content delivery, whereas status quo organizations rely on manual insights.

• One-page executive summary
• Benchmarked companies
• Segment definitions: Leading vs. Status Quo
• What makes a “good” omnichannel system?

• Maturity levels of omnichannel systems at benchmark organizations
• Comparison of omnichannel maturity levels – Leading vs. Status Quo segment
• Deployment scope of omnichannel systems across
• Functional roles in building and supporting omnichannel systems
• Functions contributing to omnichannel capabilities across system development, data inputs, and external engagement
• Segment comparison of functional contributions to omnichannel systems – Leading vs. Status Quo
• Extent of omnichannel tool usage across different functions
• Omnichannel tool usage across tactics conducted by each function
• Data inputs feeding into omnichannel systems – Leading vs. Status Quo segment
• Insights-focused coordination models for omnichannel systems across organizations
• Content-focused coordination models for omnichannel systems across organizations
• Integrated coordination models for omnichannel systems across segments – Leading vs. Status Quo
• Budget allocation across promotional channels
• Segment comparison of promotional budget allocation – Leading vs. Status Quo
• Integration levels of promotional channels into omnichannel systems
• Segment comparison of channel integration levels – Leading vs. Status Quo
• Investment priorities across digital marketing channels
• Segment comparison of digital marketing investment priorities – Leading vs. Status Quo
• Priority social media channels for engagement and listening
• Comparison of priority social media channel usage – Leading vs. Status Quo segment
• Key data inputs for omnichannel system integration
• Segment comparison of key data inputs for omnichannel systems – Leading vs. Status Quo
• Most used omnichannel platforms across organizations
• Segment comparison of omnichannel platform usage – Leading vs. Status Quo
• Capabilities of omnichannel tools for personalized content sharing
• Customer experience improvements from omnichannel systems
• Segment comparison of customer experience enhancements – Leading vs. Status Quo
• Qualitative feedback on customer experience changes
• Success stories from automation and omnichannel implementation

• Most valued vs. highly achieved omnichannel KPIs across organizations
• Top-valued omnichannel KPIs
• Segment comparison of valued omnichannel objectives – Leading vs. Status Quo
• Extent of achieving omnichannel objectives
• Segment comparison of omnichannel KPI achievement – Leading vs. Status Quo

• Preferences for in-house vs third-party omnichannel system development and maintenance
• Evolution of compliance practices in omnichannel systems
• Lessons learned from training and implementation of an omnichannel system

• Geographic scope of benchmark participants
• Therapeutic areas represented by benchmark participants