By Yvette White, Strategy Specialist Lead, Inizio Evoke
Earlier this month I attended the 8th Annual Pharma Omnichannel Excellence Conference and it was fantastic to see so many fascinating speakers – two key takeaways really stood out for me.
Make your data work harder, not just louder
Data isn’t a trophy. We’re swimming in data. But as Frank Seo and the later panel (Barry Daly, Mario Fris, Matt Tickner) highlighted, the real question is: What are you doing with it?
It’s easy to fall in love with dashboards and platforms. But when we focus on adding too many shiny tools rather than patient impact, we lose our way. Barry put it best -"We can’t be kids in a sweet shop" adopting tools for tools sake. Every data point should serve as an indicator as we strive for faster diagnosis, better treatment decisions, and improved lives.
This is where AI can help -but only if we ask it the right questions. It's not about simply collecting more. It's about interpreting better and creating experiences HCPs want to ‘willingly’ engage with, not be pushed through. At Inizio Evoke, we believe data should do more than inform -it should empower the decisions that change lives.
Omnichannel strategy starts with humanity, not just channels
Ayesha Aziz-Akosa from Astellas delivered a clear message: true omnichannel excellence begins with crystal-clear brand strategy—grounded in human understanding.
Brand strategy to the foundation of a house. Without clarity on your audience, positioning, and key segments, omnichannel execution can quickly become chaotic. HCPs are human too -overloaded, selective, and tuned in only to what’s simple and relevant. What resonated most was her reminder: our ultimate goal isn’t clicks or content -it’s connection. Connection that improves access, accelerates treatment, and transforms lives.
At Inizio Evoke, we know omnichannel is more than tech and tools. It’s about cross-functional collaboration and working shoulder-to-shoulder with affiliates, ensuring our objectives, messages and content ladder back up to our brand strategy. Strategy keeps us close to the humans (patients and HCPs) we strive to support, and ensures we are untied as we move towards making health more human.
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