How pharma brands like Moderna and others are seizing the omnichannel opportunity

The new reality of health care provider (HCP) engagement 

Reaching doctors with relevant ads across both moments is becoming easier with modern solutions. For Nolan Castillo, HCP Omnichannel Lead at Moderna, an omnichannel ad strategy has become nonnegotiable: “In most cases, omnichannel is the only way we engage with HCP customers, particularly when we launch new products. Our industry doesn’t always embrace new technology, but we need to stay competitive — and this is where omnichannel comes in.” 

For pharma marketers, that means moving beyond siloed campaigns and leaning into approaches that integrate a diverse mix of strategies — email, digital, connected TV (CTV), podcasts, rep visits, and more — into a single, connected journey. After all, connection is what true omnichannel advertising is really about. 

From data overload to data opportunity 

With more platforms and channels available than ever, the challenge isn’t scarcity — it’s clarity. Michael Rowbotham, President at MRx Connect, described three gaps that pharma companies need to bridge for successful omnichannel campaigns: 

• Data: The volume of available information is massive, but not all of it is actionable. The opportunity lies in distinguishing the meaningful from the merely interesting. 

• Resources: Reps and marketers are navigating more tools than ever before. Brands will gain an edge if they invest in the right platforms and training. 

• Influence: Doctors have unprecedented direct access to information on new drugs, therapies, and other medical advancements, which means pharma marketers must adapt their approach to remain relevant across all touchpoints in a doctor’s day. 

For Rowbotham, success starts with segmentation. “Good marketing starts with good segmentation,” he explains. “The biggest impact comes from smart channel combinations that together amplify outcomes. That’s the superpower of omnichannel.” 

Adding to that, Baron Harper, Senior Director of Business Development at The Trade Desk, notes that the current financial and regulatory environment is also accelerating adoption: “CMOs are being held more accountable by CFOs. There’s a mandate to prove that investments are driving outcomes. When media is bought in silos, it’s nearly impossible to measure. Connected omnichannel campaigns allow us to consolidate and finally see what’s really moving the needle.” 

Meeting HCPs where they are 

The biggest opportunity may be recognizing that HCPs are also consumers. They binge Netflix, stream podcasts, and scroll the open internet like anyone else. The key is delivering the right format in the right context. 

• White coat moments require concise, clinical messaging tailored to busy schedules. 

• Blue jean moments allow for more in-depth, lifestyle-friendly content that adds value to doctors’ personal time. 

Castillo emphasizes this nuance when discussing how Moderna approaches vaccine marketing: “It could be that in a blue jean moment, an HCP is more inclined to engage with long-form content, but that message has to be intrinsically valuable. We need to help them overcome misinformation and empower informed conversations with patients.” 

As for the delivery of ads, Harper cautions that the real risk lies in overexposure across contexts: “Fifty-four percent of HCPs report a negative perception of a brand when they see ads too often.¹ If you’re running white coat and blue jean campaigns in silos, you lose control of the experience. The result isn’t deeper engagement — it’s fatigue.” 

For pharma brands, that means a mindset shift: Don’t just message to HCPs — communicate with them, across the full spectrum of their professional and personal lives, while carefully managing tone and frequency. 

Why omnichannel success requires the right partner 

Pharma marketers are under more pressure than ever to prove ROI, reduce waste, and drive real outcomes — all amid changing regulations. Omnichannel offers the path forward — but only if campaigns are connected, measurable, and audience-first. 

A leading demand-side platform for health care advertising, The Trade Desk, helps pharma brands unify their campaigns across endemic and non-endemic channels, manage frequency to prevent fatigue, and access emerging environments like CTV and podcasts where HCPs are already engaged. 

The future of pharma marketing is omnichannel. With the right strategy and the right partner, the opportunity is wide open.