Strategic Orchestration of Omnichannel Marketing inPharma: A Project-Driven Lean FrameworkFor Operational Excellence

Purpose: This study aims to examine the application of omnichannel selling and customer ‎engagement in achieving operational excellence within the US pharmaceutical industry, with a ‎focus on the adoption of a project-based lean approach.‎ Approach: A quantitative research design was employed, using a standardized questionnaire ‎completed by 383 professionals from the US pharmaceutical industry. Data analysis was ‎conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess the ‎relationships between omnichannel selling, customer engagement, and operational excellence.‎ Results: The results indicate that customer engagement has a significant positive impact on ‎operational excellence (β = 0.425, p-value = 0.000). Additionally, the implementation of ‎omnichannel marketing positively influences both customer engagement (β = 0.448, p-value = ‎‎0.000) and operational excellence (β = 0.334, p-value = 0.000). The study found that the impact ‎of implementing a project-driven lean framework on operational excellence was moderate.‎ Conclusions: The findings underscore the importance of customer engagement in enhancing ‎operational efficiency and compliance within the pharmaceutical sector. Further research is ‎recommended to explore how integrating digital transformation mechanisms can automate ‎marketing functions and improve operational performance‎.