Omnichannel Orchestration through Dynamic Capabilities in Pharmaceutical Marketing: A Precision Engagement Framework

Abstract

The shift toward omnichannel engagement in pharmaceutical marketing has been widely discussed, yet its practical outcomes remain uneven. Many firms have adopted digital tools alongside traditional channels, but the expected improvements in engagement quality and efficiency are not always realised. This raises a broader question: is the challenge really about channel integration, or does it lie deeper in how organisations adapt their capabilities? This paper explores that question by linking omnichannel marketing with the dynamic capabilities perspective. It develops a conceptual framework that brings together sensing, orchestration, personalisation, and reconfiguration as interconnected processes shaping what is described here as precision engagement. The emphasis, however, is not on technology alone. Instead, the analysis focuses on how firms interpret signals, coordinate actions, and adjust over time under practical constraints. Drawing on a structured review of academic and industry sources, the paper highlights recurring gaps between intended strategy and actual execution, particularly in emerging markets. In such settings, regulatory pressures and resource limitations make alignment more difficult, but also more necessary. Rather than presenting a definitive model, the paper offers a way of thinking about omnichannel engagement that is grounded in organisational behaviour. It concludes by outlining implications for managerial practice and identifying areas where further empirical work is needed.