波士顿咨询（BCG）：2025生物制药与医疗科技行业全渠道策略研究报告（英文版）（23页）.pdf

1、How Biopharma and Medtech Leaders Can Get Omnichannel RightJUNE 2025Executive summarySource:BCG analysis.Note:NBEx=next-best experience.1BCG 2025 omnichannel survey was conducted with 108 companies,comprising pharma(69%)and medtech(31%)respondents.Participants represent commercial(sales and marketin

2、g,41%),IT&digital(14%),omnichannel(13%),and data&analytics(12%)functions.Context123BCG conducted a study with biopharma and medtech leaders1 We engaged with 100+senior leaders across commercial,omnichannel,IT and digital,and data and analytics roles via a survey and interviews.Omnichannel is increas

3、ingly essential in biopharma and medtech 97%of respondents agree that omnichannel is critical,but 30%lack a clear strategy.Companies are investing significantly in omnichannel (10%15%of their advertising and promotion budget).The longer companies commit to omnichannel,the more dollars they invest,si

4、gnaling sustained interest.Most companies are struggling to execute 95%of respondents cite low connectivity across teams as a top barrier to omnichannel success.Nearly 60%are dissatisfied with NBEx engines,and adherence is suboptimal.Only 7%of respondents are broadly leveraging AI/GenAI for omnichan

5、nel.With the right strategy,omnichannel can deliver more than 15%revenue uplift in biopharma and medtech Clear roadmaps,targeted talent,and stronger execution are required to capture value from AI and GenAI.Governance and incentive structures are needed to optimize NBEx adherence.Change management a

6、nd co-creation with stakeholders is key to ensure successful cross-functional collaboration.What is omnichannel?Source:BCG analysis.Orchestrate team efforts Personalize messages Create a cohesive experience Orchestrate team efforts around next-best experiences(NBEx)Sales reps,ISRs(inside sales reps)