Unified Customer Experience (UCX): Redefining Omnichannel for Success

UCX is setting a new standard beyond current CX approaches, uniting internal teams, HCP audiences, and Marketing Technology (MarTech) platforms for “end-to-end engagement,” creating more personalized, differentiated, and higher-value experiences.

A defining aspect of UCX is its use of novel data not previously factored into omnichannel campaigns, elevating HCP communication. For example, it can employ advanced scenarios to enhance interactions with HCPs:

WHY UCX? WHY NOW?

HOW TO START – 5 KEY PLANNING CONSIDERATIONS FOR UCX

The journey from omnichannel to UCX isn't just about having the right tools; it's about using them correctly. Here's how to leverage your existing infrastructure and pivot strategically towards UCX.

1. Strong MarTech Foundation – Create a system that goes further than managing HCP identity and consent. Use your MarTech to enable dynamic campaign management and sophisticated marketing automation that underpins every customer interaction.
2. Effective Channel Prioritization – Prioritize your channels not by what's available, but by what's impactful. Begin with the channels that have proven successful; then, methodically integrate emerging technologies, such as chatbots and virtual reality, ensuring each addition aligns with your UCX vision.
3. Efficient Partner Ecosystems – The right partners can transform strategy into success. Integrate a team of specialists who have the expertise to tailor each channel's unique capabilities to your UCX strategy.
4. Principled Data Collection – More data isn't always better. Focus on collecting and refining data assets that improve customer interactions, laying the groundwork for a UCX that resonates with every touchpoint.
5. Local-to-Global Building – Craft a scalable strategy that goes beyond geographical reach. Ensure that your local successes are the foundation for global standards and expansion, preparing your brand for sustainable growth within the UCX ecosystem.

Since the future of successful commercialization lies in offering the best CX, adding a UCX Architect to your team can be a game-changer, helping to isolate and execute critical touchpoints in the customer journey. With a unique blend of knowledge in commercial drivers, technology, and analytics, this role aims to unify CX across sales and marketing, ensuring the delivery of high-value interactions. Our experience is that these strategic integrations can significantly impact revenue and efficiency, with a rise in prescriber numbers and HCP satisfaction.

UCX: THE NEXT LEVEL OF OMNICHANNEL

The most important benefits of UCX include accelerating therapeutic adoption and generating observable, measurable responses to messaging and calls to action. Properly timed strategic planning allows sales and marketing teams to integrate new data and marTech to test, launch, and refine communication strategies more effectively. By starting this process early, even if it's just the preliminary planning and business case stages, you can expedite the launch of optimized HCP programs that consistently deliver results.

Asentech views the shift toward UCX as a critical turning point for the industry, marking a new era of impact, value, and innovation. UCX is set to synchronize communications across channels, across functions like Sales and Marketing, and across the various stakeholders within HCP communities and their practices, offering a coherent marketing approach based on shared data and technology platforms.

A superior customer experience — now defined by UCX — is the key to the success in HCP and pharmaceutical engagement.