Personalised Omnichannel Communications: What Works, What Doesn’t
Wednesday 16th July - 12:00-1:00pm
Virtual Session
Session Overview:
Plenary introduction
- Setting the Stage: Why Personalisation Matters
- Shift from traditional to personalised omnichannel communications
Panel discussion (practical focussed i.e. top tips, what good looks like, real examples that have worked well/not worked well)
- Segmentation
- Building HCP segments using insights on behaviour and beliefs
- Real-world examples of effective segmentation
- Crafting Personalised Content
- Aligning message tone, content, and format with segments
- Compliance and approval considerations
- Omnichannel Content Deployment
- Choosing the right channels for each segment
- Timing and sequencing for maximum relevance
- Measuring the Impact
- Defining meaningful metrics aligned with engagement and business goals
- Continuous optimisation based on feedback and performance
Panel Includes:
- Jess Blackwell - Camino Communications
- Roland Burch - Nephrology & Haematology Brand Manager | Sobi UK & Ireland.
- Nadia Skiba Harfi – Director, Medical Channel Content Spain & Italy | Pfizer.
Speaker Biographies:
Jess Blackwell
Jess has been in healthcare communications for over 17 years, working across the full spectrum of marketing, medical, market access and cross- functional projects at small and large agencies and consultancies. Her passion is designing and delivering projects and programmes that meaningfully impact clinical practice, including everything from strategy workshops to innovative digital platforms and live events. Jess takes a people-centred approach to applying new technologies with a growth mindset that enables greater efficiency, value and innovation.
Roland Burch
Roland Burch is an experienced pharmaceutical marketer, currently serving as Brand Manager for rare diseases at Sobi UK & Ireland. He brings several years of commercial expertise across both large and specialty pharma, with a proven track record in marketing and sales. Roland has worked across a range of therapeutic areas and roles, driving brand growth and cross-functional collaboration in both established and launch settings.
Nadia Skiba Harfi
Nadia is a pharmacist who transitioned into the pharmaceutical industry, currently serving as the Medical Channel Content Lead for Spain and Italy at Pfizer, responsible for shaping and executing content strategies that elevate the scientific impact and relevance of medical communications across channels. She brings broad experience across Sales, Digital Marketing, Commercial Operations, and Medical Affairs, with a consistent focus on omnichannel strategy. She has received multiple awards for excellence in digital campaigns targeting both HCP and consumer audiences.