Owen Health's pharma multi-channel marketing maturity model outlines five stages of maturity from basic multiple channels to an omnichannel approach. The stages progress from using traditional and some new digital channels, to ensuring consistency across all channels, delivering a compelling customer journey experience, and using data to provide personalized content to customers in real time. Reaching the next stage of maturity involves building on activities from the previous stage.

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The pharma multi-channel marketing
maturity model.
OMNI-CHANNEL
CROSS-CHANNEL
MULTI-CHANNEL
MULTIPLE CHANNELS
SET CHANNELS
Brand Idea
Product Features and Benefits Brand Proposition Brand Distinctiveness
Reach CTRs and Visitors Followers, Likes, Shares, Comments, Acquisition Attribution, SOW, NPS ROI and Predictive
Audience Segmentation Personas Experience Journey Mapping Service Design
Launch Campaign and Leave Always-on and Nurture Real-time
Campaign Bursts Post-Launch
Detailing Tablet E-detailing Closed Loop Marketing Web-based E-detailing
KOLs DKOLs Micro Influencers
Events Online Events Virtual Events
Websites Mobile & Apps Brand Platforms Internet of Medical Things
Search Engine Marketing Voice Search Marketing
STAGE 1
STAGE 2
STAGE 3
STAGE 4
STAGE 5
Blogs and Articles Infographics Video Messaging
AR and VR
Email Marketing Marketing Automation
Direct Mail Personalisation
The use of traditional channels and
media to reach the audience.
The use of new digital channels and
media being adopted by the audience.
Ensuring consistency across all
channels and media.
Utilising all channels and media
to deliver a compelling and coherent
journey experience.
Channels and media deliver the right
content to the right person in the
right place at the right time.
Social Outposts Paid Social
Communities
Blockchain
Reaching the next stage of maturity will usually
involve adding to the activities from the previous stage.
Basic RFM Segmentation
Customer Relationship Data Website and Campaign Data Data Management Platform
Social Data Re-targeting Data
KPI
Data
Strategy
Tactics
Content
New