Omnichannel in Medtech

This McKinsey article argues that the medtech industry must immediately adopt omnichannel engagement models to better connect with healthcare professionals (HCPs) and other stakeholders, ultimately improving patient care.

The COVID-19 pandemic accelerated a shift towards digital interactions, with HCPs now preferring hybrid engagement, blending in-person contact with digital channels like email and video calls for information and product ordering.

To successfully implement this, medtech companies need a systematic approach: setting a clear vision, using design thinking to understand stakeholder needs, establishing agile cross-functional teams, building a robust analytics engine, developing a scalable technology infrastructure, and preparing their organisation for significant change by hiring new talent and upskilling existing staff.