Pharmaceutical Local Outreach and HCP Engagement

I. The Evolving Digital Engagement Landscape for Healthcare Professionals (2023-2025)

The healthcare industry has witnessed an accelerated shift towards digital communication in recent years, driven by HCPs’ growing need for convenient access to professional development resources and the latest medical information. The global pandemic has significantly shaped this evolution, which necessitated remote interactions and fundamentally altered HCP engagement preferences 1. Research from IQVIA indicates that while Medical Science Liaison (MSL)-HCP interaction volumes have recovered, they remain below pre-pandemic levels in many key European markets and the US as of late 2023. This suggests a sustained reliance on alternative digital engagement methods 1. Accenture’s findings further support this trend, emphasising the enduring nature of virtual engagement and digital communication strategies as healthcare providers express a continued desire for digital interactions 2.

A significant factor driving this shift is the increasing presence of “digital natives” within the HCP population. Veeva’s analysis highlights that over 70% of HCPs now fall into this category, demonstrating an inherent preference for digital sources when seeking information, a desire for control over their content consumption, and a strong inclination to trust the opinions of their peers online 3. This demographic shift underscores the necessity for pharmaceutical marketing to adopt digital-first strategies to effectively connect with a substantial portion of the healthcare workforce.

Furthermore, HCPs are operating under increasing workload and time constraints, as evidenced by studies across Europe and the US 4. M3’s research across the EU5 (Spain, Italy, Germany, France, and the UK) revealed that more than 75% of physicians reported unsustainable workloads in 2023 4. Similarly, the Physicians Foundation survey in the US indicates high levels of burnout among physicians 5. These pressures amplify the value of efficient digital communication channels that can provide HCPs with the information they need in a concise and easily accessible manner, fitting seamlessly into their demanding schedules.

II. Digital Content Consumption Habits Among HCPs

Recent data from 2023 to 2025 highlights the pervasive use of digital platforms by HCPs for professional growth and communication. Veeva’s Pulse Field Trends Report, which analyzes a vast dataset of HCP interactions, provides insights into the evolving channel mix, showcasing the dynamic use of email, video calls, and professional platforms across different global regions 6. Social media has also emerged as a significant avenue for HCPs to connect professionally. Studies indicate that a majority of HCPs actively use platforms like Facebook, YouTube, LinkedIn, and even newer platforms such as Reddit for networking, accessing medical information, and participating in discussions with their peers 8.

Mobile devices have become indispensable tools for HCPs, offering quick access to clinical resources and industry news. Research suggests that over 70% of physicians utilize smartphones or tablets for professional purposes, underscoring the importance of optimizing content for mobile consumption 11.

While digital interactions are on the rise, it is crucial to understand the frequency of their use compared to traditional methods. IQVIA’s data on interactive contacts between pharmaceutical companies and HCPs in the EU, UK, and US indicates a sustained shift towards digital, even though overall interaction volumes have not fully returned to pre-pandemic levels in many European markets 1. Despite this digital surge, face-to-face interactions continue to hold significant value. IQVIA data from 2024 shows that in-person meetings still account for a substantial portion (41% across EU4+UK & US) of preferred communication channels, consistent with the previous year 13. This suggests that a hybrid approach, strategically blending digital and traditional engagement methods, remains essential for effective communication with HCPs.

III. Regional Variations in Digital Engagement

Digital content preferences and behaviors among HCPs vary significantly across different geographic regions, necessitating tailored marketing strategies. IQVIA’s ChannelDynamics survey provides detailed insights into these regional nuances. In 2024, the UK demonstrated the lowest preference for individual face-to-face interactions (25%) compared to other major European countries, indicating a greater openness to remote digital engagement 13. In contrast, Italy and Spain showed a significantly higher preference for in-person interactions 13. The US stands out with a stronger preference for email communication compared to the EU and UK 16.

Veeva Pulse data on regional trends in channel mix further supports these findings, illustrating the practical application of these preferences in actual engagement activities across different regions 7. These regional variations highlight the need for pharmaceutical marketers to avoid a one-size-fits-all approach and instead customize their channel selection and content delivery based on the specific preferences of HCPs in each region.

Table 1: Regional Preferences for Digital Platforms (2024)

Note: Data compiled from IQVIA ChannelDynamics™ Channel Preference Survey 2024 13. EU4 Average represents the average preference across France, Germany, Italy, and Spain.

IV. Impact of Specialization on Digital Media Preferences

The impact of medical specialization on digital media preferences is profound, with HCPs in different fields exhibiting distinct online behaviors and content needs. IQVIA data reveals that the alignment between preferred communication channels and actual interactions varies significantly by specialty 13. For instance, dermatologists, ophthalmologists, and rheumatologists show greater alignment, while nurses, hematologists, and oncologists are at the other end of the spectrum 13.

Oncologists, in particular, demonstrate high levels of digital engagement. Given the rapid advancements in cancer research and treatment, they heavily rely on digital resources to stay informed about the latest findings, clinical trial results, and treatment protocols 17. Similarly, cardiologists are increasingly utilizing digital platforms for professional updates and collaboration 8.

The online behavior of endocrinologists also presents a unique landscape, with a mix of engagement on professional networks, online journals, and virtual congresses 29. Preferences in neurology, anesthesiology, surgery, and general practice also vary, with factors like the need for visual content, quick reference materials, or detailed procedural information influencing their digital engagement 11.

These findings highlight that the inclination towards digital engagement and the preferred digital channels are not uniform across medical specialties. Pharmaceutical marketers must recognize these differences and tailor their strategies to align with the specific needs and online behaviors of their target specialists.

Table 2: Specialty-Specific Digital Engagement Inclination (2024)

V. Pharmaceutical Industry Trends and Best Practices

The pharmaceutical industry is increasingly adopting digital channels with tailored approaches to engage HCPs effectively. Veeva’s case studies illustrate the success of synchronized sales and marketing efforts, where coordinated field and digital activities lead to improved HCP engagement and prescribing behavior 7.

Endemic media planning has emerged as a powerful strategy. The use of programmatic advertising on healthcare-specific platforms has demonstrated a significant impact on prescription lift and ROI. For example, campaigns targeting oncologists have shown substantial uplifts in engagement and prescriptions through bespoke content delivered on endemic platforms 58. Virtual events and webinars have also become integral to HCP engagement strategies, offering scalability and interactive features that facilitate learning and knowledge sharing across different regions 45. Furthermore, leveraging social media and engaging with Digital Opinion Leaders (DOLs) has proven effective in building trust and raising awareness about new treatments within the HCP community 9.

Table 3: Examples of Successful Pharma Endemic Media Initiatives (2023-2025)

VI. Channels and Formats Effectiveness

HCPs exhibit clear preferences for certain digital content formats. Short videos have proven effective in capturing the attention of time-constrained HCPs, delivering concise summaries of complex topics 9. Webinars remain a preferred channel for more in-depth learning, offering flexibility and on-demand access 12. Podcasts are gaining popularity as a convenient way for HCPs to stay updated on the go 12. Interactive content, such as quizzes, virtual consultations, and interactive case studies, enhances engagement and knowledge retention by actively involving HCPs in the learning process 67.

Significant regional variations exist in format effectiveness and channel preference. Mobile devices are favored for content consumption in regions like Asia, while desktops remain preferred in the US and Europe 12. The effectiveness of video, podcasts, and webinars can also differ regionally based on factors such as internet infrastructure and cultural norms. For example, remote detailing via video calls has seen higher adoption and preference in the UK compared to some other European countries 15.

VII. Challenges and Opportunities in Digital Engagement

Pharmaceutical marketers face several challenges in effectively engaging HCPs digitally. HCP fatigue, stemming from the overwhelming volume of digital information, poses a significant barrier 4. Ensuring compliance with stringent privacy regulations and navigating the complexities of data security are also critical concerns 62. Furthermore, the need to deliver highly relevant and personalized content to capture the attention of busy HCPs remains paramount 45.

Despite these challenges, numerous opportunities exist. Veeva recommends synchronizing field and marketing efforts to improve engagement 6. IQVIA advocates for a structured four-step digital engagement journey encompassing discovery, design, engagement, and measurement 80. Indegene emphasizes the importance of understanding HCP digital affinity and tailoring content accordingly 14. PM360 highlights the potential of social media and AI-driven strategies 9. Accenture underscores the need for a strong digital core and personalized experiences 83, while McKinsey envisions transforming medical engagement through personalization 88.

VIII. Key Success Factors for an Effective Endemic Media Approach

Adopting an endemic media planning approach requires a strategic and tactical focus. Tactically, it is crucial to prioritize reaching HCPs during their active research phase within their professional online environments 58. Marketers must ensure complete transparency and control over the selection of endemic publishers 58 and seamlessly integrate endemic media into broader multi-channel engagement strategies 58. Comprehensive campaign reporting, including metrics on prescriptions, engagement, and reach, is essential for optimization 58. Personalizing content and messaging based on HCP behavior and preferences within these endemic environments will significantly enhance effectiveness 60.

Strategically, a deep understanding of the HCP’s professional online ecosystem and behavior is fundamental 59. Aligning endemic media efforts with point-of-care opportunities can maximize impact 59. Leveraging data-driven insights to identify the most opportune moments for engagement is critical 20. Embracing AI-powered tools for precision targeting and personalization within endemic platforms will further optimize campaign performance 60. Finally, ensuring brand safety and maintaining regulatory compliance within endemic media placements are non-negotiable aspects of a successful strategy 21.

IX. Conclusion

Understanding the nuances of regional and specialty-specific digital content consumption behaviors among HCPs is paramount for pharmaceutical marketers. The analysis presented in this report underscores the significant value and strategic necessity of adopting an endemic media planning approach. By tailoring digital engagement strategies to align with HCPs’ preferences within their professional online environments, pharmaceutical companies can enhance the relevance and impact of their communications. As the digital landscape continues to evolve, a forward-thinking approach that prioritizes customized, endemic strategies will be critical for effectively reaching and engaging HCPs, ultimately contributing to better healthcare outcomes.