Every touchpoint should know what the last one did.
Communication journeys for professionals and patients, coordinated across channels and measured end to end.
Why this rarely works
"Omnichannel" is often used to mean "we're on several channels". It isn't the same thing. Being on several channels where none knows what the others did produces a professional who receives the same message three times and the next one never.
The practical difference shows up in one question: if a physician opened the email and didn't click, what happens next? If the answer is "nothing" or "they get the same email again", there's no journey — there are sends.
What's included
Journey design
What each profile receives, in what order, on what triggers, with what exit criteria. Defined before the first asset is produced.
Email and the client's platforms
Production and loading into the campaign platform the company already uses, respecting their approval cycle and their consent permissions.
Patient support programmes
Materials, communications and follow-up, with the extra care required when you're talking to someone under treatment.
Measurement and reading
What counts as engagement at each stage, what can't be measured and why. Said up front, not explained afterwards.
Why us
We run multi-country, multi-condition journeys where the same brand needs different messages per market and approval is local. That combination — one strategy, many separately approved executions — is the problem we solve every month.
Who receives the journey changes the rules
Healthcare professionals
They receive scientific and promotional communication within what each market's regulation allows for their specialty. The journey respects the contact permission the professional gave for each channel and the frequency the company set; one more email doesn't make up for a message that isn't useful to them.
Patients in a support programme
Communication covers the condition, the treatment their physician prescribed and the programme's logistics. It supports the relationship with the treating team and doesn't replace it: it doesn't answer individual clinical questions or suggest changes to treatment, and it always says who to ask.
Caregivers and family members
They are often the ones organising appointments, transport and reminders. They need practical information and a channel of their own, with their own contact permission: the patient's consent doesn't extend to someone else by default.
The field force
The digital journey and the visit are coordinated: what the professional already received by email or saw on the web is reflected in what the representative brings to the next conversation, always with approved material.
How a journey is built before the first asset is produced
The work starts with the map, not the email. Each profile is defined, along with what they need to know at each stage and which behaviour would show they are ready for the next one. That map is the document reviewed with the company's marketing, medical and regulatory teams before a single line is written.
Each touchpoint is described with its trigger, its content, the channel, the waiting period and the exit condition. The exit matters as much as the entry: a professional who asks to stop receiving communications, or a patient who leaves the programme, leaves the flow at that moment, not at the next scheduled send.
Assets are produced only once the map is approved, and each one enters the company's approval workflow tagged with the journey step it belongs to. An asset approved for one step isn't reused in another without being reviewed again.
How results will be read is agreed before launch: which indicator belongs to each stage, what won't be measurable and how often the journey is reviewed. Adjustments are made on the map and approved again, not improvised along the way.
The most common mistakes in healthcare omnichannel
Calling a send calendar a journey
If everyone gets the same thing on the same date, regardless of what they did before, there's no journey: it's a distribution list under another name.
Reading opens as interest
Whether an email registers as opened depends more and more on the email client's settings and less on the person. It is a technical signal, not proof the message was read.
Using one channel's permission for another
A professional agreeing to receive emails doesn't mean they agreed to messages on another channel. Each channel needs its own valid permission.
Not planning for a patient reporting an adverse event
Any channel open to patients can receive a safety report. The procedure for routing it to the company's pharmacovigilance team is defined before launch, not when the first message arrives.
Mixing promotional messages into a support programme
A support programme accompanies a treatment that has already been prescribed. Using it as a promotional channel breaks the patient's trust and, in many markets, the regulation.
Questions we get
Do you work on the platform we already have?
Yes, and that's the norm. Pharmaceutical companies usually have their stack defined globally; we adapt to it rather than proposing another.
What happens to professional and patient data?
We don't host or process it outside the client's systems. Health data doesn't leave the company's environment, and no patient data enters an advertising pixel.
Can it be measured when the goal isn't a conversion?
There's rarely a sale to measure, so the first deliverable is defining what counts as progress: qualified opens, material downloads, visit requests, reported adherence. Without that definition there's nothing to read.
What happens if a patient reports a side effect through a programme channel?
It is routed to the company's pharmacovigilance team according to its procedure, within the timelines that procedure sets. That's why the routing is agreed before launch and is part of the journey design.
Can a journey answer patients' medical questions?
Not individually. Questions about a specific treatment are referred to the treating physician or to the company's medical information channel. The journey informs and supports; it doesn't diagnose or prescribe.
How long does it take to get a journey running?
It depends on how many profiles, channels and markets it covers and, above all, on each market's approval times. That's why the plan is built with those timelines in it from day one, instead of discovering them at the end.
The other services
regulatory compliance
Medical and legal validation of every asset, by market and by brand, built into production instead of bolted on at the end.
See the service → 02strategic consulting
Brand, audiences, channels and competitors, analysed inside the real regulatory frame of the product and the market it will run in.
See the service → 03medical and creative content
Educational and promotional content for professionals and patients, produced with the evidence up front and the craft intact.
See the service → 05paid media and performance
Search, social and programmatic inside each platform's health policies, with no sensitive data ever entering a pixel.
See the service →