Omnichannel Marketing „Omni“ from „omnis“ (lat.: all, each) Omnichannel means that all channels are used comprehensively and interlink with each other. The new shape of work Field work as we knew it before the pandemic no longer exists in its familiar form. In the wake of the pandemic, pharmaceutical sales representatives, like many others, had to reduce their field work to a minimum. Online communication was now often the only way to do their job. Now there are often attempts to reintroduce the old structures instead of using these new possibilities. However, many doctors and pharmacies are not interested in this, as they have recognised and learned to appreciate the many benefits of the new communication channels long ago. Since pandemic-like conditions and the resulting new form of work in the field can still be expected in the future, it is becoming more and more important to deal with this

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