The shock of what I just heard didn’t wear off for quite some time.
I had just introduced our brand-new, state-of-the-art Pharmaceutical Marketing Omnichannel
A hand shot up.
“This sounds great,” she began, “but let’s be real. Even if we master these incredible tools and learn how to shift from multichannel management to true omnichannel engagement at the individual HCP level, it won’t matter. Why? Because we’re the only ones who believe in this.”
She went on.
“The Sales team still believes this is, and always will be, about their one-on-one relationships. They view themselves as the primary revenue drivers. And Medical Affairs? They think they own the truth because they have the data. Unless they buy in, all this training, this business simulation…it’s just a waste of time and money.”
Then came the mic drop. “The only way this works is if we use everything we’ve learned and become change agents—not just marketers. That’s the only way omnichannel sticks.”
You could feel the energy shift in the room. Heads nodded. Eyebrows raised. Everyone knew she was right.
Yes, omnichannel strategy, segmentation, content orchestration, and channel analytics are all critical. But they’re not enough. Not if you want to make it real inside a matrixed pharma organization. Because no matter how good your plan is, if your cross-functional colleagues don’t see the value, or worse, feel threatened by it, it goes nowhere.
The reality is that omnichannel marketers must become change agents. You must bring others with you. Earn credibility. Challenge assumptions. Build bridges. And yes, sometimes push back hard.
Five Things Omnichannel Marketers Can Do to Become Change Agents
Here are five immediate things you can do to become a change agent after you’ve built core omnichannel skills through tools like simulations and other exercises:
1) Translate Omnichannel into Value for Others
Don’t just talk about “customer journeys” and “channel mix optimization.” Speak the language of your stakeholders within the organization. For Sales, that’s revenue and reach. For Medical Affairs, it’s about disseminating evidence and maintaining scientific credibility. Tailor your message so they see their success in the strategy, not just yours.
2) Map the Moments of Resistance
Identify where the friction lives. Is it field force skepticism? Is it MLR delays? Is it data silos? Name it. Surface it. And bring a plan to the table to work with it, not just around it.
3) Create Quick Wins That Prove the Model
Pilot something small. Get data. Show that omnichannel works—whether it’s a modest lift in NBRx, a boost in HCP engagement, or a reduction in content waste. Change accelerates when success is visible and measurable.
4) Co-Create, Don’t Dictate
Involve your cross-functional peers early. Ask for their input. Let them poke holes. When people feel like co-authors of the solution, they’re far more likely to champion it. Omnichannel doesn’t work in silos—neither should your change efforts.
5) Own the Internal Narrative
Make omnichannel a story people want to be part of. Frame it as the future of customer-centric pharma. Demonstrate how it supports better science, enhanced experiences, and improved business outcomes. If you don’t control the narrative, someone else will—and odds are, it won’t be favorable.
Summary
There is no doubt that pharmaceutical companies with the best omnichannel tools, including world-class, innovative training, will be the winners. However, you can’t omnichannel your way to impact if no one is following you. Becoming a change agent isn’t optional; it’s now part of the job.