Frameworks and tools
Models built for pharma engagement decisions
Each framework answers a practical question that comes up repeatedly in Omnichannel work. Several are described in detail in the books, and all are used in client engagements through OD Pharma Consulting.
Last updated 29 October 2026
How the frameworks are applied
Four steps in every program
Diagnose
Where the organization stands today
Design
Customer engagement journeys and the operating model
Activate
Capability, content and orchestration in the field
Measure
Progress tracked against business outcomes
Decision-Led Engagement Model™
Aligns engagement with the stages an HCP moves through in a treatment decision. Progress is measured by movement between decision stages, which shifts planning away from channel volume and toward relevance.
AEER customer engagement journey model
A proprietary journey model that gives HCP engagement a consistent structure for content, channel and measurement decisions. It is applied in client programs through OD Pharma Consulting.
Optichannel Personas
AI-supported HCP personas that combine segmentation, behavioral signals and channel preferences, built to inform content and orchestration decisions.
Digital Twins of Customers (DToCs)
Simulated HCP profiles used to test customer engagement journeys and content sequences before they reach real customers.
Channel Impact Rating (CIR)
A rating method for comparing channels on their contribution to engagement objectives relative to effort and cost, used to guide channel mix decisions.
360 Medical Engagement Model
A model for Medical Affairs engagement that connects scientific exchange, insight capture and field medical activity into one coordinated plan.
Proprietary tools
Used in live workshops
Tools developed at OD Pharma Consulting for diagnostics, persona building and journey simulation.
Omnichannel Maturity Assessment (OMA)
A structured diagnostic of Omnichannel maturity across strategy, content, data, operations, capability and measurement, used to set priorities and a realistic roadmap.
HCP Persona Engine (HPE)
A tool for building and maintaining HCP personas that teams can use directly in journey and content planning.
Omnichannel Journey Simulator (OJS)
An AI-powered simulator used in live workshops to let teams design, test and debate customer engagement journeys.