"The Omni Advantage cuts to the core of why, despite all the recent technological advances and digitalisation driven by the pandemic, pharma has not yet reached omnichannel nirvana – and what the industry can do to get there." 

Paul Tunnah 
Chief Content Officer & Managing Director 
Healthware Group

Find out how to turn field teams into trusted advisors that will smash Omnichannel Engagement!

With contributions from some of pharma’s most inspirational leaders

"Pharma still operates in silos today, and whilst we all agree that this needs to change, we are struggling to make it happen. This book goes deep into the intricate dynamics between sales, marketing and medical, driving you to think about the human elements that come into play when trying to effect change. 

I thoroughly enjoyed reading this book and have taken away not only a fresh perspective on certain scenarios, but also some tangible steps that I can apply today."

Amish Patel

Marketing Consultant
APC

"Mehrnaz’s The Omni Advantage is authentic, riveting and straight from the heart. Mehrnaz’s brutal honesty in the narrative with her personal touch and practical actions will make you go from ‘Why omnichannel?’ to ‘Why not, omnichannel?’.

As an empowered marketeer, sales rep, commercial leader, or someone driving digital change in their organisation – it’s truly an advantage to read this book!" 

Vanitha Venkatasubramaniam

Global Customer Engagement Strategy Lead 
Novo Nordisk

"Distilling remarkable insights through her collaboration with industry leaders, Mehrnaz delivers here a brilliant 360 of the tangible actions we could and should take in order to improve the pharmaceutical industry impact for the benefits of HCPs and patients. 

A must read for anyone who works in or with the industry and wants to contribute to a better, sustainable and human healthcare." 

Florent Edouard

"You’ve spent a fortune, committed thousands of hours, and made outlandish promises. You press the big red button and… nothing. Tumbleweed. Crickets. Embarrassment!  

It sounds trite, but it happens every day. Our industry is famous for investing in the next shiny toy, but failing to see results.

Mehrnaz has seen it too – but instead of endlessly tinkering with the technology, she comes back to the people, who we know will remain the engine of growth even in an era fuelled by AI. Read her book if you want to stay ahead!" 

Paul Simms

Are your field teams struggling to adapt to new technologies? 

The pharmaceutical industry is rapidly adopting new technologies. 
Field teams need to change their behaviour to embrace these technologies 
and use them to improve sales effectiveness. 

"In this book, Mehrnaz is perfectly placed to put herself in the shoes of a customer-facing field person and understand the challenges they encounter when connecting remotely with customers. 

As a reader you can ‘feel’ the opportunities and ‘answer’ any challenge you may find on your omnichannel journey. I was happy to be a ‘sparring partner’ for Mehrnaz, as she is one of a kind!!"

Koen Janssens

"Due to a shortage of staff and a backlog of patients post COVID, many health services are operating under immense pressure, so it has never been more important to enable and empower our field teams to be an effective part of the omnichannel outreach and add true value at every HCP engagement. 

In The Omni Advantage, Mehrnaz has used her extensive knowledge and years of experience to create a thoughtful step by step guide that makes core reading for anyone wanting to achieve excellence in this space."

James Harper

Are your sales, marketing and MSL teams still working in silos? 

With the rise of digital channels, sales, marketing and MSL teams must work together to create cohesive omnichannel strategies that engage customers across multiple touchpoints. This requires the ability to adapt their strategies accordingly and deliver a timely, relevant and connected customer experience. 

About the book

We’re battling Zoom fatigue. We’re burnt out. We’re a lost generation, clawing our way through endless economic permacrisis. 

The pharma industry, in response, has lunged towards digital tools and omnichannel implementations, yet very little has improved as a result. In fact, it feels as though things have only gotten worse. COVID-19 has a lot to answer for, and the problems pharma faced as a result of the pandemic have only been compounded by this digital transformation. Many executives and field teams have found themselves lost amidst constant reorganisations, unsure how get back to the performance levels they had before.

Enter The Omni Advantage by Mehrnaz Campbell, a beacon of clarity in this digital fog. Herein lies a vision for a future that is secure and effective. It urges leaders to rediscover the timeless currency of trust and authentic communication in a digital age. 

Campbell expertly guides professionals on how they can focus on what truly matters. Specifically, she shows them how to bypass the distractions of the shiny objects and how to home in on the meaningful human connections that have always formed the industry’s cornerstone. 

With insightful examples and actionable advice, you have in your hands an essential ally for the commercial, medical, and marketing leaders who want to see beyond these turbulent times. It’s a concise roadmap to rebuilding confidence, enhancing quality, and fostering genuine engagement in an industry poised for meaningful change. 
Seize the advantage - the Omni Advantage!

“To date, all the books that we have read on this topic have been theory, and Mehrnaz brings the practicality of how you do this in pharma.”  

Gaurav Sanganee

MD and Founder of Closing Delta

Have a sneak Preview of the platform.

We have created a demo version of Cheemia ReSET, so you can get a better feeling of what the training platform looks like.

You will be able to start to see for yourself why one of our clients, who rolled out Cheemia ReSET throughout their global sales team during the pandemic has been so impressed with how:
 
“Cheemia is different. It is a journey and they stay along with you. All the tips and tricks are here and you can go back and see them time and time again.”

About the author

Mehrnaz Campbell is the founder and CEO of Cheemia, a Scottish company that is managed remotely from the US. Mehrnaz has a successful track record of gaining market access and exponentially growing brands on behalf of pharma companies in the UK while assisting the NHS in achieving millions in efficiency savings and improving patient outcomes.

Born in Iran, Mehrnaz relocated to the UK at the age of twenty-one to pursue higher education and her career ambitions. Her passion for learning is reflected in her academic qualifications, which encompass general nursing, a postgraduate diploma in management studies, a postgraduate diploma in marketing, and a master’s in business administration.

With over thirty-seven years of experience in UK healthcare, Mehrnaz started as a nurse and transitioned to various sales and marketing leadership positions with pharmaceutical giants such as GSK, Pfizer, and Takeda. Her final role was as Multichannel Strategy Director at Takeda UK before embarking on her entrepreneurial journey by founding Cheemia in 2017.

In August 2020, she introduced Cheemia ReSET, a multi-award-winning digital transformation platform developed during lockdown. This platform empowers pharma field teams to confidently utilise digital channels to deliver value to healthcare professionals (HCPs). The online training platform has not only helped global sales teams survive, but also thrive, achieving outstanding sales results, earning bonuses, advancing careers, and increasing earnings per share for pharmaceutical companies.

Order your copy of The Omni Advantage

Available now as paperback and eBook.
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