When it comes to multichannel – some industries get it and have invested in the technology to do it right. They understand that an effective multichannel experience is akin to a fine dining experience…a journey rather than a drive-through. Likewise, life sciences companies need to realize that multichannel is most effective when carefully choreographed and mapped to a customer’s past history, building on each previous interaction like the unfolding flavors across the courses of a gourmet meal.