Omnichannel Promotional Excellence

Tech-enabled insights, analytics and operations to establish and optimize promotional impact

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Data-driven digital transformation | Optimized engagement planning for patients, providers and payers | Dynamic recommendations and outreach execution

Sales, Marketing and Commercial Operations leaders are often challenged by the strategy and tactics that make an omnichannel vision real.

These initiatives are complex, inherently technical and impact departments across the organization. 

Alignment and cross-functional collaboration at scale is needed—and so is a focus on foundational efficiencies and change management coupled with strong governance. The knowhow that comes from knowledge and experience is essential. 

Patient Centricity Brochure cover

Omnichannel Promotional Excellence Brochure

Trinity Omnichannel Promotional Excellence provides a one-stop shop for commercial teams—a suite of flexible, transparent, scalable solutions:

Strategy & Structure

  • Create roadmaps and playbooks to align all stakeholders to omnichannel goals
  • Establish analytics-ready commercial data sets for use in downstream applications
  • Ensure fundamental data strategy and infrastructure is in place to build and fully utilize more complex long-term initiatives


  • Orchestrate the execution of digital and personal touchpoints (e.g. Next Best Action, Dynamic Targeting, Alerts) with flexible implementation—hosted in your environment or by Trinity
  • Support recommended actions and implementations with Trinity expertise

Measurement & Optimization

  • Continually measure and track customer engagement and campaign performance
  • Leverage TGaS Advisors, a division of Trinity, industry benchmarks to enhance marketplace understanding, justify changes in investment and assess not only how each channel performs—but how that performance compares with peers
  • Analyze all personal and digital promotional channels, message types and vehicles that are part of a brand’s overall omnichannel strategy
  • Optimize investments across promotional tactics based on brand goals and stakeholder needs
  • Compare different Sales and Marketing tactics of varying investment levels to see which are most productive
  • Evaluate the impact of changes made—not just on overall ROI, but in the context of the brand’s goals and objectives

Trinity’s experts are thought partners to clients, offering a high-touch service model and a network of expertise across therapeutic areas, lifecycle and geographies.

Clients are able to:

Trinity’s Omnichannel Promotional Excellence offering delivers tools and support to advance commercial teams to the next level. 

  • Multiple deployment options customized to client preference and availability of internal expertise and technology infrastructure
  • Industry benchmarks that contextualize marketing team structure, expenditure and performance against peers
  • Easy integration with existing sales and marketing ecosystems, marketing agencies and internal teams across a wide range of channels, tactics, etc.
  • Responsiveness to a continuum of need, from a single use case to multiple solutions and/or analytic support services
  • UI-based analytics workbench to facilitate Marketing Mix Modeling (MMM), optimization and simulation of different investment scenarios
  • Transparency to methods and approach throughout the entire process
  • A foundation to facilitate scaling to multiple brands across the portfolio and at any point in the omnichannel journey

Omnichannel Promotional Excellence offerings are connected and integrated:

Commercial data management tools

Technology solutions with advanced analytics and AIML methods

Business Intelligence tools and pre‑built dashboards

A variety of support models leveraging expertise from life science commercialization experts, data scientists and technologists

Technologies that can be leveraged as self-service tools or fully managed by experts from Trinity

  • NBA Orchestrator

    A Next Best Action program finds the right customer, the best message, the right channel and the appropriate outreach timing/sequencing for each customer in order to achieve brand goals. It is the process and methodology of building a more personalized customer experience.
    Omnichannel NBA screenshot

    Trinity’s NBA Orchestrator offering provides:

    Omnichannel Breadth

    A fully orchestrated solution encompassing digital and personal touchpoints, providing a combination of suggestions and recommendations

    AIML Predictions

    AIML models identifying the next best channel, content and cadence with the objective of improving customer engagement and maximizing brand performance

    Business Knowledge

    Tailored trigger solutions, designed using AIML methods and business team insights

    Flexible Deployment

    Transparent, end-to-end solutions deployed in the client environment with flexible, UI-based configuration to support evolving client needs, designed to work with existing cloud or analytics applications


    Continuous measurement of model performance, drift monitoring and campaign response deployed

    Model Monitoring

    Ongoing support on ML pipeline deployment, automation and management—as well as continuous model monitoring and maintenance, including re-training and delta training

    Next Best Action / NBA Orchestrator Brochure cover

    NBA Orchestrator Brochure

  • Omnichannel Insights

    Review your Sales and Marketing efforts in total, by channel and by vendor  

  • MMx Studio

    Marketing Mix (MMx) modeling helps commercial teams measure and optimize promotional investments across different channels to maximize ROI and improve customer experience. This data-driven process utilizes sophisticated analytic models to evaluate the impact of each channel, empowering commercial teams to develop, simulate and optimize investment scenarios. It takes an omnichannel perspective, recognizing the importance of integrating various touchpoints to create a seamless and cohesive customer journey.

    Trinity’s MMx Studio offering provides:

    Stakeholder Perspective

    Cross-functional stakeholder engagement analyses to build a complete view of past, present and future strategies and tactics

    Industry Benchmarking

    Integrated insights from TGaS Advisors to navigate a crowded marketplace—calibrate cost and allocation, identify areas of excellence, capture opportunities for improvement and pinpoint white space

    Analytical Expertise

    Best-in-class analytics and AIML to support exploratory data analysis, data transformation and a variety of modeling techniques

    Technology Enablement

    Scalable and automated MMx Studio offers modeling flexibility and intuitive UI to enable end-users to self-service ongoing model development and training, simulation and insights generation


    Transparency to methods and approach throughout the entire process providing facilitated internal ownership to modeling


    Multiple deployment and support options to limit disruption and bring immediate value

    Marketing Mix Modeling screenshot

Strategic Insights

Strategic Insights

Contextualizing the data to make sense of complicated omnichannel activity and identify best practices

Cross-channel Integration

Cross-channel Integration

A tech-enabled, data-driven view across all channels to show how different activities impact performance

Advanced Analytics

Advanced Analytics

A consistently aligned pan-organizational view across all teams and stakeholders

Omnichannel Activation Healthcheck

  • Identify opportunities
  • Enhance performance
  • Evaluate omnichannel operations

TrinityEDGE™ Foundations mentioned in May 2024 Gartner® research on Data & Analytics Capabilities.

“The commercial data and analytics vendor community is a small one, with only a handful of players offering purpose-built platforms capable of streamlining commercial data integration and insights generation.”


Case Studies

Next Best Engagement Recommendation System

Next Best Engagement Recommendation System

A large biopharma customer wanted to optimize their digital channel strategy and outreach to most effectively engage with HCPs

Read now

Rep-Centric Field Force Tool

Rep-Centric Field Force Tool

A midsize biopharma client wanted to create a rep-centric tool to help them understand their targets and map against current performance and gaps, identify changes in market scenario, manage schedules, prioritize targets and deliver contextual content

Read now

NBA Insights Solution

NBA Insights Solution

As part of an enterprise-wide Digital Transformation initiative, our client was looking to optimize effectiveness of marketing execution channels—and maximize clinical and commercial outcomes—by personalizing campaigns through engaging HCPs with the most relevant content (safety, efficacy, support, etc.)

Read now

Dynamic Targeting Solution

Dynamic Targeting Solution

A large biopharma customer wanted to develop a dynamic targeting solution for HCPs in a particular market

Read now

Early Adopter Identification Engine

Early Adopter Identification Engine

In order to plan and efficiently utilize their sales and marketing efforts, a mid-sized biopharma client wanted to identify HCPs likely to adopt their drug in the early stage of launch

Read now

Latest Omnichannel Promotional Excellence Intelligence


Omnichannel Orchestration After Patient Finding: Once You’ve Found The Patients, What Do You Do?

Available On Demand

Across life sciences commercialization organizations, attention is shifting to best practices in strengthening the connection between healthcare professionals (HCPs) and patients. Join Susheel Sukhtankar, Partner and Head of Commercial Analytics at Trinity Life Sciences, as he hosts a dynamic discussion on the nuances of omnichannel orchestration with panelists Jerry Luciano, Vice President of Omnichannel Marketing […]

 Watch Now


Driving Commercial Success with AI: Build, Calibrate and Operationalize

Available On Demand

Now Available On Demand: In today’s cutthroat life sciences marketplace, commercial effectiveness in all its parts has never been so important.  From field force effectiveness to optimization of promotional investment through to Next Best Action implementation, tailoring the customer experience through content and tactics is the focus. Cross-functional coordination across teams and operationalizing at scale […]

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A Practical Omnichannel Vision: From Strategy to Execution and Optimization

Available On Demand

The omnichannel-driven approach to promotional activity is being shaped by evolving dynamics in the life sciences market: What considerations should life sciences organizations make as they strive to advance their omnichannel capabilities? Come join Susheel Sukhtankar, Partner and Head of Commercial Analytics, as he hosts a lively discussion featuring a panel of Trinity experts, who […]

 Watch Now

Meet Our Omnichannel Promotional Excellence Experts

*Gartner, Life Science CIOs: Reinvigorate Your D&A Capabilities With a Modern Commercial Intelligence Platform, Animesh Gandhi, published 13 May 2024.

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