Drawing up a multichannel action plan is busy work...

There are numerous paid / earned / shared / owned channel to consider - as well as interconnections, HCP preferences, budget restrictions,... just to name a few.

 

This is why we at The Healthonauts have developed a very simple and straightforward model that helps you getting started and taking the first basic decisions on your way to your multichannel plan - before it really gets BISI.

 

Four basic decision criteria are

- Budget impact: How much of your budget will you need for this specific channel?

- Intensity: How long and how intense will your targets interact with the channel content?

- Scaleability: Is this channel easily and quickly scaleable? (For example, training eReps will obviously take considerably longer that setting up a series of social media posts)

- Influence: To which extent do you control the channel content?

 

Mind you, this is about taking the first steps, taking stock of the channels at your disposal and being aware of their respective trade-offs. The actual planning process will of course need more fine-grained and informed decisions, tools and models.

 

At the moment, we are building multichannel plans for two of our clients - one of them in raredisease, the other in generics; and they could not be more different. But that will be a matter for a different post.

 

What are your first-step decisions when going multichannel?