Rewriting the Omnichannel Playbook: How Pharma Can Unlock 10–30% Brand Growth by Starting with Response-Based Targeting

Pharma and biotech are leaving 10 to 30 percent of potential brand growth on the table because they’ve built omnichannel around execution, not impact. Most commercial strategies still reflect how companies want to promote, not how customers behave. Investments in platforms, journey mapping, and siloed targeting strategies have delivered lift, but not the kind that changes the trajectory of a brand. The most powerful driver of impact has been treated as the last step, when it should have been the first. That starting point is response-based targeting that optimizes engagement across all channels.

This approach uses machine learning to analyze how tactics interact and when they work best together. It is more than Next Best Action. NBA tells you the next step. Omnichannel Response Targeting tells you the best sequence across channels and adapts as reality changes. It builds an optimized engagement plan across channels, then delivers it in the form teams already know. On the back end, the targeting is coordinated and optimized. On the front end, the output is delivered as hcp and channel specific target lists that plug directly into existing workflows. Field reps get smarter call lists. Digital teams get sharper activation lists. Email and media reach the right people at the right time. The targeting changes. The way teams work does not. It can be applied at any stage of omnichannel maturity.

Large organizations can quickly make their existing investments deliver expected results. Smaller companies can start here and see measurable impact without years of buildout. It creates early traction for launches and accelerates performance for growth brands. By putting response at the center, every channel becomes more precise and better coordinated.

We have confirmed through our work that Omnichannel Response Targeting delivers 10 to 30 percent improvement in key customer segments in the first cycle. It does this by putting targeting at the center, turning it into a true growth engine that sharpens every channel and creates measurable impact without adding complexity. To help organizations unlock this same advantage, we offer a focused four week assessment that shows exactly what the opportunity is and how to act on it. Schedule a brief conversation to see how this could apply to your commercial strategy.

SENTIER Analytics partners with life sciences companies to turn complex data into strategic advantage. We deliver high-impact analytics and scalable data solutions that accelerate decisions, improve performance, and drive measurable results — without the overhead of traditional platforms or consultants.