In Episode 9 of Thoughts from the Greenhouse, we dive into what it takes for biotech and pharma startups to accelerate omnichannel behavioral change—an essential component for building modern commercial strategies. Host Todd Greene, SVP Omnichannel Marketing, is joined by Co-Founder and Client Lead Renée Wills, along with special guest Mehrnaz Campbell, founder and CEO of Cheemia and author of The Omni Advantage: Accelerating the Behavioural Change with Omnichannel in Pharma Sales Engagement. 

As biotech and pharma startups prepare for launch, they are no longer just R&D focused. Instead, they must quickly learn to connect with healthcare professionals (HCPs), payers, and other key stakeholders through a blend of digital and traditional channels. This episode focuses on why understanding and embracing omnichannel engagement is crucial for startups looking to bring new therapies to market. 

Unlike established organizations, startups face unique hurdles: content adoption may lag, traditional sales approaches may not translate, and the investment in digital capabilities can seem daunting. Mehrnaz Campbell, author of The Omni Advantage, breaks down why these challenges occur and how startups can overcome them. Campbell emphasizes that simply creating more content isn’t the answer—in fact, up to 75% of field materials often go unused. Instead, success depends on making communication genuinely relevant by co-creating messaging with field teams and prioritizing the end-user’s needs. 

Collaboration is also key. Startups should encourage open feedback between marketing and sales, creating a culture that values empathy, ongoing training, and a shift in mindset—from “product-pushing” toward authentic, customer-centric engagement. As Mehrnaz highlights, this not only boosts message uptake, but also helps foster trust both internally and externally, turning marketing and sales teams into true partners on the path to commercial success. 

Listen to Episode 9 for actionable advice on how biotech and pharma startups can build an agile, effective omnichannel approach—and achieve more impactful launches by focusing on relevance, collaboration, and continuous learning.

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