From Strategy to Execution: A Practical Guide for HCP Engagement

Pharma organizations have invested heavily in Omnichannel engagement.
Yet many still struggle to move beyond campaign delivery toward measurable customer impact.
This book helps close that gap.

Omnichannel to Optichannel Transformation in Pharma introduces a decision-led model for engagement that focuses on relevance, structured execution, and sustainable outcomes.

Written by Osman Daggezen, an internationally recognized Pharma executive and advisor, the book translates real-world transformation experience into practical frameworks that can be adapted across brands, markets, and functions.

Built for Marketing, Sales, Medical Affairs, and Digital teams, it provides tools to:

• Align engagement with HCP decision stages using the Decision-Led Engagement Model™

• Build and operationalize AI-powered personas and intelligent content systems

• Integrate Next Best Action models across digital, Sales, and Medical channels

• Simulate customer journeys using Digital Twins of Customers (DToCs)

• Strengthen local execution while supporting scalable governance frameworks

• Measure success using behavior-based KPIs tied to decision progression

With clear frameworks, templates, and operational guidance, this book supports teams working at all levels from brand launches to mature Omnichannel optimization initiatives.
It provides a pathway to move from fragmented activities to coordinated systems that deliver meaningful and measurable engagement.

If your goal is to turn strategic intent into structured, sustainable action, this book offers a practical blueprint to make that transformation real.

Almost all Pharma companies are investing in digital to create a competitive advantage, but it is always the human factor defining the work’s quality and ensuring success. So, investing in capability building of the employees in terms of why they are doing all those digital campaigns, creating those reports, or cleaning up the data; how all those activities are interconnected to each other, and part of a bigger picture is as essential as investing in the technology. Omnichannel Customer Engagement in Pharma is written especially for Pharma professionals to share the interconnected journey of Omnichannel customer engagement by using a framework that could help them connect the dots among their day-to-day activities and improve their efficiency by doing the right things. From junior to senior, local to global, a product manager, sales rep, marketing director, sales director, or medical lead can benefit from the information and experiences shared in this book; and implement the learnings in their daily activities.