Questions and answers
Pharma Omnichannel questions, answered
Direct answers on Omnichannel, Optichannel, operating models, Next Best Action and measurement, drawn from three books and client work across six regions.
Last updated 29 October 2026
Who is Osman Daggezen?
Osman Daggezen is a pharma Omnichannel advisor, author of three books on pharma customer engagement, and founder of OD Pharma Consulting. He was Global Vice President, Omnichannel Enablement and Marketing Operations at Viatris and held customer experience and business technology leadership roles at Pfizer. He works hybrid between Istanbul and Dubai.
What is Omnichannel in pharma?
Omnichannel in pharma is the coordinated planning of HCP and patient engagement across field, digital, medical and service channels around one view of the customer. Each channel plays a defined role in a customer engagement journey, and the journey is measured by the customer's progress through it.
What is the difference between Omnichannel and Optichannel?
Optichannel is the next step after Omnichannel, in which engagement is optimized for each individual customer. Omnichannel connects channels around the customer. Optichannel then selects the best next interaction for that customer using data, AI and decision-stage logic, which Osman Daggezen describes in Omnichannel to Optichannel Transformation in Pharma (2025).
What is an Omnichannel operating model in pharma?
An Omnichannel operating model is the structure of teams, roles, governance, technology and measurement that lets a pharma company run customer engagement at the pace its customers require. In The Omnichannel Operating Model (2026), Osman Daggezen argues that the operating model around the technology determines whether AI investment produces commercial return.
Why do pharma AI and Omnichannel investments often fail to show return?
Pharma AI and Omnichannel investments often fail to show return because they are placed inside operating models built for annual brand plans and sequential review cycles. Cross-functional pods that own customer decisions, faster governance and measurement based on decision progression are the changes that most often unlock return.
What does Next Best Action need before it works in pharma?
Next Best Action needs reliable customer data, clearly defined signals that trigger action, and an orchestration layer that coordinates recommendations across field, medical and digital teams. Without agreed data points, signal definitions and adoption routines, NBA recommendations are rarely used by representatives or medical teams.
What is the AEER customer engagement journey model?
AEER is Osman Daggezen's proprietary customer engagement journey model. It gives pharma teams a consistent structure for planning HCP engagement across content, channels and measurement, and it is applied in client programs through OD Pharma Consulting.
What is the Decision-Led Engagement Model?
The Decision-Led Engagement Model aligns HCP engagement with the stages an HCP moves through in a treatment decision. Success is measured by progression between decision stages. Osman Daggezen introduces the model in Omnichannel to Optichannel Transformation in Pharma.
How should pharma companies measure Omnichannel impact?
Pharma companies should measure Omnichannel impact with behavior-based KPIs that track customer progress through journey or decision stages, combined with activity cost and business outcomes. This approach links engagement quality to commercial results and gives leadership teams a defensible view of return on investment.
What are Osman Daggezen's books?
Osman Daggezen has written three books in the Pharma Omnichannel & AI Engagement Strategy Series. They are Omnichannel Customer Engagement in Pharma (2023), Omnichannel to Optichannel Transformation in Pharma (2025) and The Omnichannel Operating Model (2026), all available on Amazon.
Does Osman Daggezen speak at events or moderate webinars?
Yes. Osman Daggezen speaks at industry events, frequently moderates webinars on pharma Omnichannel, and runs workshops and field force training sessions inside pharma organizations. Speaking requests can be sent through the contact page of osmandaggezen.com.
How can a pharma company work with Osman Daggezen?
Pharma companies work with Osman Daggezen through OD Pharma Consulting, which delivers Omnichannel maturity assessments, customer engagement journey design, capability building programs, Next Best Action planning and impact measurement. The firm works with teams across the US, Europe, the Gulf, LATAM and Turkey.