The Omni Advantage: Accelerating the Behavioural Change with Omnichannel in Pharma Sales Engagement

Upon receiving my copy of "The Omni Advantage," I eagerly immersed myself in its pages, reading cover to cover. Along the way, I paused intermittently to ponder the insightful ideas and concepts skillfully conveyed by Mehrnaz finding myself reflecting heavily on my own career in pharmaceuticals . With nearly 12 years of experience in pharmaceutical industry digital marketing, complemented by a diverse background in various digital tech and marketing roles, I felt well-equipped to engage with Mehrnaz's book and share my reflections with potential readers.Typically, I approach books discussing contemporary approaches with a degree of skepticism, recognizing the inherent risk of rapid obsolescence. However, Mehrnaz takes a refreshing angle by placing emphasis on the human element within the central theme of implementing change management and digital transformation in a pharmaceutical sales environment. Notably, the absence of fleeting technological references ensures the book's enduring relevance, making it a valuable resource for years to come helping navigate the ever-evolving technological landscape of pharma sales and marketing.This book is a must-read for anyone seeking to suitably enable customer-facing teams, helping them to adeptly embrace novel ways of interacting with healthcare professionals. Written in an easily digestible format, Mehrnaz leverages the power of her own personal storytelling as well as stories told from industry experts, adding credibility to her work by practicing what she preaches, (storytelling as a method of influencing and teaching is one of the central themes in this book), I wholeheartedly recommend this book and extend my congratulations to Mehrnaz and all those who contributed to its creation. Well done!

Wow! This book was totally refreshing. The pharmaceutical industry, as do others, face many evolving challenges. Personally, the Covid pandemic presented me with the biggest challenge that I have ever faced in my 26 year pharmaceutical sales career. I had a very successful career until the point that Covid struck, overnight that changed….no longer was I jumping into my car and seeing the many clinicians that I was used to seeing, instead I found myself stuck at home trying to make contact with those that were under horrendous pressure within the NHS. My company were reasonably good at trying to equip us with the tools to face a new and evolving digital world. As with anything, we can always do better! This book is a MUST read for everyone involved not only in the pharma industry but for all who have customers. It really does provide valuable insights as well as great tips on how to put these into action! Thank you Mehrnaz, I look forward to implementing your strategies.

Your book arrived today. I’ve read it all in one go!! Really enjoyed your insights into where we are as an industry and where we need to be. The book is easy to read and I WILL go back and digest each chapter again and I know I’ll use these concepts for my own development and to share with my team.

Mehrnaz’s book is essential reading for any leader involved in shaping the execution of personalised customer experiences in Pharma. Packed full of practical, pragmatic and human-centred advice, I thoroughly enjoyed reading the book full of real stories that Mehrnaz and key industry contributors have shared.

Mehrnaz's book isn't just an inspiring and practical guide to omnichannel: it is a snapshot of where we are at in the pharmaceutical sales, marketing and communications sector; a vision of where we can (perhaps should) be; and a roadmap on how to get there. In short, it is an guide to good business in pharma.While it is mostly intended for pharma executives, there are a lot of take-home points there for all parties involved both in-house and agency side. Anyone who plays a part in strategy and content development would benefit from reading The Omni Advantage and reflecting on what we can each do to help drive the future of HCP engagement forward, one simple question and one project at a time.Thank you, Mehrnaz, for taking the risk to publicly 'peel the onion' on the complex dynamics that underpin the HCP engagement landscape of today so we can all join forces and become true partners in the healthcare sector, with HCP and patient value at the heart of everything we do.

It would be worth buying The Omni Advantage for the 9 C’s alone… they should be on the wall of every commercial leader across life sciences as the guiding principles for why their customer-facing organization is essential to their success, but also how they need to support their ongoing adaptation to new ways of working and evolving expectations from healthcare professionals and their colleagues in how decisions about drug suitability are made, and ultimately prescriptions written.Mehrnaz opens the way to a new conversation about the future of field teams across life sciences. Much of the focus is on commercial roles but the lessons can be applied to any function that has customers as its focus. 100% pragmatic and adoptable - as shown by the passages from the array of thought leaders and practitioners who’ve contributed to The Omni Advantage.Thank you Mehrnaz for your willingness to raise the tide for all of us.

Explore some of the routes to successful digital customer engagement in pharma. There is no magic solution, but when I read this book, Mehrnaz provided a GPS for navigating the maze of mindset shifts. Filled with practical tips, where each chapter has different things to consider, test & learn. This is a very helpful book for Pharma managers like me to think about what’s next

This book has accurately captured a moment in time. It describes the situation that the pharma industry has found itself in and offers practical solutions for how it can get itself out of the situation. It looks at the human element of digital transformation. I love that it is action-based, with QR codes to additional resources. A 'must-read' for any pharma commercial leader who wants to help their field teams embrace and excel at omnichannel!