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Abstract
Traditionally, the pharmaceutical industry has lagged behind in adopting digital technologies, but it is currently undergoing a rapid digital transformation catalyzed by the convergence of mobile technology, cloud computing, and the explosion of data, exacerbated by the COVID-19 pandemic. This process aims to enhance organizational value, focusing on the customer, through the synergy of technology, data, and analytical capabilities. The relationship model emerges as crucial in the consumer experience, defining the interaction between the brand and customers. The omnichannel approach, exemplified by Nike, stands out by offering seamless and channel-independent experiences. Nike successfully integrates its online and offline channels, personalizes recommendations, builds emotional connections, incorporates innovative technologies, and maintains consistent communication. This article examines the evolution towards omnichannelity, highlighting key elements in pharmaceutical omnichannel strategies. Drawing inspiration from successful practices, the proposed guide focuses on customer experience, personalization, emotional connection, technological integration, and consistent communication across all channels.
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