Multi-Channel Engagement Transformation

Challenge

A pharmaceutical organisation engaged healthcare professionals (HCPs) across multiple channels including in-person field visits, email campaigns, remote detailing and digital content platforms. However, these channels operated largely in silos. Messaging was not consistently coordinated across brands or therapies, and engagement data was not consolidated into a unified view.

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Field representatives lacked visibility into digital interactions such as email opens, content downloads or webinar participation. Similarly, marketing teams had limited insight into field-level conversations and follow-up activities. This fragmentation led to inconsistent messaging, duplicated outreach and missed opportunities to personalise engagement.

Without a centralised data layer, the organisation could not accurately measure cross-channel effectiveness. Leadership lacked clear visibility into which combinations of touchpoints drove engagement lift or influenced prescribing behaviour. As a result, optimisation efforts were manual and reactive.

The organisation required a closed-loop, multi-channel engagement framework capable of integrating field and digital interactions, enabling personalised outreach and delivering measurable performance visibility across brands.

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Solution

A unified engagement model was implemented using Salesforce Data Cloud as the central data backbone. All HCP interaction data — including field call notes, email engagement metrics, remote session participation and content consumption — was consolidated into a single, structured profile.

Salesforce Sales Cloud was aligned with digital engagement systems to ensure real-time synchronisation between field and marketing activities. This created a 360-degree view of each HCP, accessible across commercial functions.

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Agentforce capabilities were introduced to operationalise insights within daily workflows. Engagement signals were analysed to identify content preferences, channel responsiveness and interaction frequency patterns. These insights informed personalised content recommendations and optimal outreach sequencing.

Campaign orchestration was redesigned to ensure message consistency across channels. Field visits were aligned with digital touchpoints, creating a coordinated journey rather than isolated interactions. Real-time analytics dashboards tracked engagement rates, cross-channel performance and brand-level effectiveness.

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The solution established a structured closed-loop mechanism. Digital engagement influenced field planning, and field insights refined digital targeting strategies. Continuous feedback enabled ongoing optimisation of messaging and channel mix.

Outcome

Message consistency improved across brands and therapies due to coordinated orchestration. HCPs received more relevant and timely communication aligned with their demonstrated preferences.

Content engagement rates increased as messaging was tailored based on behavioural insights. Field representatives gained visibility into prior digital interactions, enabling more contextual and informed conversations during visits.

Leadership obtained clear cross-channel performance visibility, allowing data-driven adjustments to engagement strategies. Instead of evaluating channels independently, the organisation could measure their combined impact on engagement effectiveness.

The integrated framework strengthened commercial alignment and positioned the organisation to scale AI-driven personalisation capabilities across future campaigns.

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Key Highlights & Tech Stack

Business Impact

• 30% ↑ in content engagement rate
• Improved cross-channel message consistency
• Enhanced visibility into engagement performance

Technology Stack

• Data 360 (Salesforce Data Cloud)
• Agentforce Sales (Salesforce Sales Cloud)
• Agentforce 360 (Salesforce AI Capabilities)

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