Strengthening Omnichannel Capability Through Simulation-Centric Learning and Real-Time Business Practice
A global healthcare company identified a critical capability gap among its early-career and newly promoted marketers. While many had experience executing campaigns, few had the broader strategic and cross-functional perspective needed to lead successful omnichannel initiatives. The company needed a way to quickly upskill these marketers to think more holistically, connecting marketing to business outcomes, field integration, and customer value delivery.
Solution
To address this challenge, the company partnered with Advantexe to deliver a 4-hour Omnichannel Marketing Master Class that combined simulation-based learning, interactive discussion, and practical application.
The experience was structured around two core phases:
Learn
Participants engaged in a brief pre-work module introducing omnichannel fundamentals, customer journey mapping, and best practices for aligning marketing with field force and medical collaboration.
Practice
During the live master class, learners assumed the role of a brand manager in a tailored omnichannel simulation specifically designed for the healthcare industry. Their challenge: develop and deploy an omnichannel campaign to drive HCP attendance at a critical brand webinar, while managing real-world constraints like:
Field force buy-in
MLR review timelines
Budget allocations
Channel sequencing and saturation
Post-event follow-up strategy
Each team reviewed analytics, made cross-functional decisions, and received performance feedback tied to key metrics, including HCP engagement lift, cost-per-attendee, market share gain, and overall campaign ROI.
Here’s how the simulation works:
Learners work in small teams to review realistic market data, channel options, and message sequencing.
Each round includes decision points for content personalization, timing, investment, and field integration.
The simulation engine responds dynamically, showing how choices impact customer behavior, internal alignment, and campaign effectiveness.
After each round, teams receive AI-generated feedback and insights from an AI-powered Board of Directors on the business implications of their decisions.
Results
The simulation-based experience accelerated strategic thinking and enabled participants to connect the dots between marketing execution and enterprise value:
87% of learners said they gained a stronger understanding of how omnichannel efforts impact business outcomes.
92% reported greater confidence in making cross-functional marketing decisions.
The simulation revealed that teams that integrated field feedback early had up to 40% higher HCP engagement than those who didn’t, reinforcing the importance of field alignment in omnichannel success.
Participant Quote:
"I’ve been through omnichannel training before, but this was different. Actually making the decisions and seeing how they play out in a live simulation changed the way I think. I now understand how the pieces fit together: marketing, sales, and medical and how to make smarter choices that move the business forward."