20. Omnichannel at Scale: Redefining Medical Engagement

In this episode of the OnPoint Podcast, Scott sits down with Joyce Lo, Director of Medical Omnichannel Strategy at Blueprint Medicines. Joyce shares her perspective on modernizing Medical Affairs engagement through digital and customer-centric channels. Together, they explore how omnichannel can expand reach, personalize education, and deliver measurable impact across the Medical Affairs landscape.

Together, they discuss:
• Defining omnichannel for Medical Affairs and why it matters today.
• How to set clear goals before selecting channels or tactics.
• Navigating compliance and legal considerations in digital engagement.
• The role of segmentation and the customer journey in building strategy.
• Measuring outcomes beyond channel metrics to real-world impact.
• Collaboration across Medical, Marketing, and Commercial to achieve true omnichannel.

Connect with Joyce on LinkedIn:   / joyce-lo-pharmd  

OnPoint: The Medical Excellence Podcast delivers insightful conversations on the most pressing issues facing top Medical Affairs professionals. Listen to stay ahead of industry trends and be inspired by leaders shaping the future of Medical Affairs.

OnPoint is available on several podcast platforms, including the Acceleration Point YouTube channel.

#MedicalAffairs #MedicalExcellence

[00:00] – Welcome and Introduction
[01:00] – What Omnichannel Really Means for Medical Affairs
[04:00] – Setting Goals Before Choosing Channels
[07:00] – Navigating Compliance and Regulatory Guardrails
[10:00] – Measuring Impact Beyond Open Rates
[14:00] – Customer Journeys and Segmentation
[19:00] – Why Omnichannel Must Be Cross-Functional
[22:00] – First Wins and Lessons Learned
[28:00] – Scaling MSL Impact Through Omnichannel
[34:00] – The Role of AI and Next Best Action
[40:00] – Building the Skills and Mindset for Omnichannel Success