The Ultimate Guide to Omnichannel Education

Kristina Belyea 2 July 2021 - 5 min. read

You might have heard of Omnichannel Marketing, but what is Omnichannel Education? And what does it have to do with patient outcomes? In this guide, you’ll learn:

  • What is Omnichannel Education?
  • How does this impact the life sciences industry?
  • What are the benefits of Omnichannel Education for learners?
  • What are the benefits of Omnichannel Education for life sciences companies?
  • What are some Omnichannel Education strategies I can implement today?

What is Omnichannel Education?

Omnichannel Education is educating and engaging learners across the care continuum through unified educational experiences and journeys. By consolidating disjointed educational touchpoints into an omnichannel experience, medical education and commercial leaders can draw deeper, more powerful data insights on their educational strategies.

How does this impact the life sciences industry?

As a life sciences company brings a drug or medical device from lab to bedside, there are several kinds of learners they need to educate such as:

  • Clinical research associates
  • Medical science liaisons
  • Sales representatives
  • Payer managers
  • Healthcare providers
  • Patients

Each of these learners has unique educational needs. For example, reps need to be educated on the clinical story and key sales messaging, whereas HCPs need to be educated on the latest clinical study with regard to a drug or device.

In the past, these learners across the care continuum get educated across multiple channels that are disjointed and don’t integrate with each other. For example, a rep’s learning journey may be fragmented among the following activities:

  • Onboarded in a classroom
  • Coached in a ride-along
  • Ongoing education through webinars
  • Pre-call planning by flipping through notes and collaterals
  • Compliance training on an LMS
  • Attend a national sales meeting for further training

Omnichannel education consolidates these disjointed touchpoints into a smooth, unified learning journey.

What are some of the benefits of Omnichannel Education for learners?

  • Optimal user experience – Instead of jumping between several technology platforms, consolidating educational touchpoints into one place allows for a better, more seamless user experience.
  • Speed to information – Provide learners with access to information in seconds in their time of need, on any device or platform that they use.
  • Continuous learning – Today’s life sciences companies need to be able to provide continuous learning and professional development to their employees and consistently trusted health content to external learners such as HCPs and patients.

What are some of the benefits of Omnichannel Education for life sciences companies?

  • No more silos – Simplify collaboration across teams by using one central place for pulsing out your clinical story to different stakeholders.
  • Deeper data insights – When you consolidate all these touchpoints into one place and provide that seamless user experience, this results in more engagement from your learners and therefore more actionable data collected.
  • Automation – Better, more consolidated data opens up a world of opportunity for life sciences companies to leverage true artificial intelligence and automate manual processes to streamline workflows.

What are some Omnichannel Education strategies I can implement today?

  • Tech stack consolidation – Audit your tech stack and identify which technologies are unused or not serving their intended purpose. Look into existing technologies that your company uses and see if they meet your consolidation objective by providing several tools for learners in one place. If this does not exist, look for an Omnichannel Education platform that can help you cut down on your tech stack.
  • Learning in the flow of work – Ask yourself how you can enable your learners to learn “in the flow of work”, ie. at their own pace and in a way that does not require them to take time out of their regular workday. With today’s workforce being digital natives, this will often involve digital transformation. By making learning accessible across any mobile or web platform or mobile device, you will be able to provide a user experience on par with consumer-grade apps – such as social media – that they use everyday.
  • Learning journey mapping – Before Omnichannel Education, educational touchpoints happened on several different in-person or virtual platforms. Map out your learner’s journey and identify where there are opportunities for conducting these touchpoints in one place. For example, a sales rep engages in-field coaching with their manager, virtual roleplay scenarios, and live calls via video conferencing or phone calls. Is there a way for these three touchpoints to happen in one place to track that data continuously?

If you want to know more about how to implement Omnichannel Education strategies to reimagine how you educate and engage your learners, download our Omnichannel Education eBook here.

Kristina Belyea