Axtria Inc. principals Vandana Singh and Ritu Kohli present a comprehensive guide for life sciences companies on orchestrating omnichannel measurement strategies to drive outcomes-driven, personalized campaigns. The paper addresses the evolving relationship between pharma and customers, highlighting the complexity added by digital channels and changing preferences. It outlines the necessity for holistic, real-time analytical approaches across marketing mix modeling (MMx), attribution modeling, and campaign analytics for effective omnichannel planning and measurement. Key insights include differentiated MMx for granular planning, the importance of pathways analysis for understanding channel interplay, and breakout modeling for detailed channel impact assessment.

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