Omnichannel Overload: Cutting Through the Buzz

Talk of omnichannel marketing has dominated conversations in the life science industry for years now. It’s a buzzword that doesn’t seem to be going away any time soon. Agencies and pharma marketers alike are obsessed with talking about omnichannel. Understandably, so.

Agencies have to offer what the market wants in order to stay afloat. Marketers have to stay ahead of the competition to remain relevant. The insatiable thirst for growth isn’t new, but the velocity in how the digital landscape continues to shift is only gaining momentum. While AI has entered the marketing realm as the new next shiny lure, companies in the life science industry are still chasing omnichannel, a marketing approach companies like Amazon mastered years ago. To organizations outside the industry, its no buzzword—it’s just good marketing.

My theory: the more we talk about omnichannel, the less we actual execute.

Merriam-Webster defines a buzzword as “an important-sounding usually technical word or phrase often of little meaning used chiefly to impress laymen.” Let’s break that down.

1. Important-sounding.
   The difference between sounding important and actually being important lies in the ability to comprehend the concept at hand. According to McKinsey & Company, “when you interact with your customers over whatever channels they prefer—at a brick-and-mortar store, over the internet, via text, or through social media—that’s omnichannel marketing.” On the other hand, Amazon defines omnichannel as “a customer-centric approach that integrates all channels, delivering a unified and consistent brand experience across physical stores, apps, and websites”. While Warton defines it by its contrast to MCM, noting “omnichannel marketing focuses on the customer whereas multichannel marketing focuses on creating specific marketing channels for each platform.”

   Sounds important. But, what does it actually mean?

   Stripping it down to its simplest description, it’s all about the customer. Seems simple enough to me. But is the saturation of numerous nuanced descriptions and definitions muddying this reality? In an industry notorious for slower-than-most innovation (understandably so, considering regulations), the more it’s talked about the less is actually getting done.

2. Of little meaning.
   Omni- is a Latin-based prefix meaning “all”. In its literal essence, omnichannel marketing = all channels marketing. ALL channels. The word itself means everything, everywhere, all at once. To me—that has nothing to do with the customer.

   But then again, what’s in a word? If a dynamic rep-triggered email program is not technically omnichannel does that make it any less valuable? If a variable display ad campaign isn’t technically omnichannel marketing, is delivering personalized content not providing a better user experience? Calling a campaign “omnichannel” doesn’t make a difference is the strategy is sound and rooted to point no. 1: all about the customer. But, if that’s the case, why do we keep talking about it like it’s either a feat or completely unachievable?

3. Used to impress.
   The buzzword omnichannel has been spreading like a virus (..too soon?) for far too long. The concept itself has become blurred: all about the customer in the hands of the unexperienced inevitably becomes all about ROI. Without a clear understanding of what omnichannel is and what it isn’t, it’s going to continue to mean a whole lot of nada.

   Until pharma companies and the agencies that serve them accept that what they are calling “omnichannel” is actually just integrated multichannel marketing with tailored, targeted messaging and personalized experiences—-there will be no end to the buzz and the by-product it creates: brand-centric campaigns.

I say, let’s stop talking about omnichannel.

As marketers, creatives, technical-geniuses and life science experts, it’s time to throw the buzzword omnichannel to the wind. Let’s get back to the core of what we show up for everyday—improving patient outcomes and human health worldwide. Let’s stop chasing buzzwords to impress our clients or ELTs. Let’s get back to what we know best—doing our jobs.

But golly-gee, if you really need fancy jargon to clutch to, try circummarketing (circcum- being the Latin prefix meaning “around”) and actually put the customer at the center. Again, just a word, but at the end of the day, also still just good marketing.