How Biopharma and Medtech Leaders Can Get Omnichannel Right

Biopharma and medtech leaders have been investing in omnichannel engagement for a decade or more, but the latest BCG research finds that many of these companies are still struggling to get results. Why? 

To answer this question, BCG conducted a benchmark study of more than 100 senior omnichannel leaders across a range of biopharma and medtech functions, including commercial, IT and digital, and data and analytics. Our analysis exposed the core challenge: although 97% of leaders in our survey view omnichannel as critical to success, execution remains fragmented.

When done right, omnichannel works. The top-performing companies in our survey achieve revenue gains of more than 15%. We wanted to understand what sets them apart—and how others can follow suit.

Here are some of our key findings.

Strategic Clarity Exists, but Execution Is Fragmented

While the strategic value of omnichannel is clear, many biopharma and medtech companies are still navigating how to make it work in practice.

• 30% of respondents lack a clear omnichannel strategy, and the number is even higher among small and midsized companies.
• Commitment to execution is uneven across functions; marketing and analytics teams lead the charge, while sales, medical, and access lag behind.
• Leadership support is high—80% have the appetite to invest—but cross-functional orchestration is still the Achilles’ heel.

Without a coordinated approach toward strategy, investment, governance, and culture, omnichannel efforts often stall after their initial momentum. But when these components are in place, these initiatives can move beyond early wins to deliver sustained, enterprise-wide impact.

Data Quality and Integration Are Bottlenecks

At the heart of omnichannel is data, but many biopharma and medtech companies are still struggling to integrate data platforms, manage data quality, and leverage their high-quality data.

• Only 10% of biopharma and medtech companies have fully integrated data platforms, and 90% say that siloed systems are a top barrier to omnichannel success.
• Fewer than half of companies are satisfied with the richness, quality, or timeliness of their data.
• High-potential data sets, like patient analytics or behavioral signals, are underutilized and not well integrated.
• Even when technical teams rate their data capabilities highly, commercial users often express frustration with the relevance and usability of the data—highlighting a clear disconnect.

The takeaway? It’s not just about having data. It’s about connecting, curating, and translating it across the organization.

AI Is the Future

Generative AI has dominated headlines, but its practical application in omnichannel is still nascent.

• Only 7% of biopharma and medtech companies are broadly leveraging AI and GenAI for omnichannel.
• Satisfaction with current next-best experience (NBEx) engines is low, especially among commercial teams, with just 35% expressing satisfaction, largely because the recommendations are not tailored to their specific needs.
• 94% of NBEx engines are not fully integrated into the broader data ecosystem, limiting their ability to deliver real-time, cross-functional recommendations.

GenAI’s full potential in omnichannel is just beginning to emerge. The biopharma and medtech organizations that invest in integration, talent, and feedback loops today will pull ahead tomorrow.

The ROI Is There—but Most Aren’t Measuring It

A surprising paradox emerged in the survey: 65% of companies say omnichannel delivers value, yet less than half actually measure the ROI.

• Fewer than half of biopharma and medtech companies track both leading and lagging indicators to measure omnichannel performance.
• Fewer than 40% measure omnichannel’s conversion rates or revenue lift.
• Only 17% review performance metrics more than once a month.
• For those that do measure ROI, the returns are compelling: 40% reported revenue lifts of 5% or more, and some exceed 15%.

Robust measurement builds credibility. With clear KPIs and consistent reporting on the business impact of omnichannel, organizations can unlock greater investment, scale what works, and accelerate impact.

People and Process Are the Missing Links

Technology and data alone won’t drive omnichannel transformation for biopharma and medtech. It takes people, strong execution, and change management.

• More often than not, teams do not follow NBEx recommendations; approximately 90% of respondents follow NBEx recommendations less than 60% of the time.
• Medical science liaisons—key customer-facing roles—are often underrepresented in omnichannel design and show low engagement with the tools.
• One-third of companies don’t offer any omnichannel training.
• Where training exists, 95% of respondents say it is not highly effective.

Without the right people and processes in place, biopharma and medtech companies cannot get the most out of their omnichannel strategies. Those who take a structured, proactive approach to getting the right talent in place and offering targeted training will be best positioned to lead.

The Path Forward

The survey results point to a clear call to action: companies must evolve from omnichannel ambition to operational excellence. Biopharma and medtech companies need to focus on the following priorities:

• Create a clear, cross-functional strategy that aligns leadership, field teams, and medical stakeholders.
• Invest in integrated platforms and real-time data flows to enable personalized, scalable engagement.
• Build a roadmap for AI and GenAI adoption that focuses on usability across all functions.
• Rigorously measure omnichannel results to quantify impact and sustain investment.
• Focus on talent, incentives, and change to drive adoption and embed omnichannel into the commercial DNA of the company.

By taking bold action in these areas, biopharma and medtech companies can unlock the capabilities needed to deliver next-generation omnichannel solutions—and capture the full value they promise.