The life sciences industry is at a critical turning point. It can either seize the opportunity to adopt state-of-the-art technology – proven to fulfill the promise of intelligent orchestration – or risk continuing down a path where effectively engaging target audiences becomes increasingly difficult. The traditional, fragmented approach to engaging HCPs is no longer sufficient to meet the demand for personalized, compliant, and high-impact experiences. At the highest level, this disconnect leads to a series of operational inefficiencies, including delays in content coordination and significant compliance risks.
This is why C-suite leaders increasingly see AI as a strategic necessity with 70% of pharma executives – and 85% of leaders at the top 20 companies – naming AI as their immediate priority*.
To truly support healthcare professionals and patients, we must move from disconnected channels to an orchestrated model that delivers clarity, safeguards compliance, and maximizes impact.
A Strategic Framework for Omnichannel Maturity
Achieving orchestrated engagement doesn’t happen overnight, and every organization starts from a different place. Aktana’s Omnichannel Maturity Model serves as a strategic compass, guiding leaders through this transformation. In five stages, it outlines a clear path from fragmented execution to intelligent, AI-enabled orchestration. The goal is not to replace human expertise but to amplify it with intelligence that supports better decisions and measurable impact.
The five stages are designed to help you benchmark your organization’s current capabilities and plot a course for the future:
- Stage 1: Siloed & Reactive – Characterized by disconnected systems and independent departmental operations. Engagement is manual and reactive, with limited cross-functional communication.
- Stage 2: Channel-Centric & Emerging Integration – Organizations begin to recognize the need for coordination and experiment with basic system integrations. The focus remains on optimizing individual channels, but there is a growing recognition of integrated engagement.
- Stage 3: Multi-Channel Coordination & Channel Harmonization – This stage sees meaningful data integration and a move from tactical alignment to cross-functional strategy execution. The omnichannel strategy becomes formalized, supported by comprehensive dashboards and emerging predictive analytics.
- Stage 4: Omnichannel & Proactive Personalization – The organization shifts to intelligent, proactive personalization driven by real-time insights and a fully integrated tech stack. Aktana acts as the “central nervous system” for engagement, leveraging AI for predictive analytics and next-best-actions.
- Stage 5: Optimized Omnichannel & AI-Driven Autonomy: The final stage is a continuously-optimized system that integrates AI with transparency and traceability. At this point, the platform infrastructure should be providing high-speed, modular analytics and structured data modelling. Aktana is orchestrating connected, cross-functional workflows across digital and field, minimizing effort while maintaining oversight and compliance.
Driving Organizational Transformation
Aktana is known for having pioneered Next Best Action for Life Sciences. Drawing on many years of partnership with our customers and continuous innovation, we now believe the industry is ready to chart the best path forward. Our goal is to provide the enabling technology and expert support that makes true omnichannel engagement a reality.
This is about more than a technology upgrade. It is a shift in how strategy, data, and teams work together to operate with greater clarity and connection. Each stage in the model builds on the last, reducing inefficiencies and creating a foundation that strengthens over time.
To begin this journey, consider these key questions:
- How are disconnected systems affecting our ability to engage effectively?
- What’s holding us back from acting on real-time data?
- How can we reduce the effort of coordination across our field, brand, and medical teams?
- What areas of our operations would benefit most from orchestration today?
We encourage you to use the full Omnichannel Maturity Model for Life Sciences to guide your internal workshops and strategic planning sessions, and to assess your organization’s readiness for sustainable progress.
