The vast majority of us have been doing multichannel strategy in healthcare for a while - some more successfully than others. The key truly is to look at it as an integrated effort. Building a website without promotion will show poor results. Adding a website address to your print materials will prove unsuccessful if there isn't anything on that website that is of actual value to your customers. And using a QR code makes little sense (well, it almost never makes sense) when you can't really provide your users with a positive experience, branded or not.
I'm sure this isn't new to many of you but it is clear in some cases, the careful coordination of every communication tool is being sometimes forgotten. From conception to execution, be it print or digital, every message, every channel, every tool should be planned as an integral part of a brand experience and be at the heart of every strategic plan - when will pieces go out, what will they say, how will the brand story connect, how will materials be distributed, what is being tracked, tracking it and understanding the results, regrouping to re-design, re-enforce or re-direct the brand efforts.
Look for ideas and options that will allow you to see the progress of your campaigns as a whole and how your efforts in the field are making an impact outside of the actual interaction with sales reps. There is so much that can be done and not everyone is able to connect all the dots and affect change. Be on the leading side and you'll differentiate.