Mémoire-projet

Abstract

This master's thesis investigates how insights from a decade of omnichannel and digital engagement initiatives for Cimzia across Germany and Canada can be leveraged to develop stronger and more effective sales management strategies within the pharmaceutical industry. Conducted as a case study within UCB, the research explores the evolution of healthcare professional (HCP) engagement, the balance between digital and face-to-face interactions, and the implications of these developments for future omnichannel strategies. The study is based on a qualitative methodology combining an extensive literature review, physician insights reports, competitive benchmarking analyses, and nine semi-structured interviews conducted with UCB stakeholders involved in omnichannel, commercial, and digital activities across the German and Canadian markets. Several key findings emerged from the research. First, omnichannel effectiveness depends less on communication volume and digital intensity than on the ability to deliver coordinated, personalized, and scientifically valuable interactions. Second, significant differences exist between Germany and Canada. While Canada demonstrates stronger openness toward hybrid and digitally supported engagement models, Germany remains more relationship-oriented and continues to place greater emphasis on face-to-face interactions. Third, digital channels appear most effective when they complement rather than replace human interactions. Finally, the role of the pharmaceutical sales representative is evolving toward a broader engagement orchestration function combining scientific expertise, relationship management, and omnichannel coordination. Based on these findings, the thesis recommends that pharmaceutical companies prioritize locally adapted omnichannel strategies, strengthen personalization capabilities, invest in hybrid engagement models, and move beyond activity-based performance indicators toward measures focused on interaction quality and long-term engagement value. Overall, the research demonstrates that successful omnichannel implementation within the pharmaceutical industry depends not only on technological innovation but also on the ability to balance digital efficiency with meaningful human interaction, scientific credibility, and customer-centric engagement.