Driving Consumer Health Success with Omnichannel HCP Marketing

This is where omnichannel marketing in healthcare becomes critical. By integrating multiple channels into a single, consistent strategy, companies can engage both HCPs and patients in ways that feel relevant and personalized. The payoff is stronger patient engagement, greater operational efficiency, and a lasting competitive advantage.

For consumer health, the implications are especially significant. Success increasingly depends on omnichannel HCP marketing that ensures HCPs remain trusted voices in patient decisions (even for over-the-counter products). Although the consumer health market does not require prescriptions, patients purchasing OTC solutions are often motivated by their interactions with HCPs. Omnichannel strategies provide the perfect opportunity to inform HCPs and drive patient recommendations.

Take for example Dr. Rachel, a family physician. Every week, dozens of patients ask her about OTC options for allergies, digestion, or pain relief. Her guidance (whether during a quick digital consult or an in-person visit) often determines which brand those patients ultimately choose.

This is why optimizing HCP interactions is so critical. When supported with the right data-driven, omnichannel approach, every recommendation from a trusted HCP can meaningfully influence consumer health outcomes and fuel a brand’s healthcare go-to-market success.

Reaching HCPs in the Age of Digital-First Preferences

The Indegene Digital Affinity Report reveals that roughly one third of HCPs (33%) exhibit strong or established digital affinity, while the largest segment 40% are "digital explorers" who engage intermittently and present significant growth potential.

This evolution reflects HCPs’ growing preference for flexibility and control in how they consume information. Field force interactions still matter, but in-person windows are shrinking, making hybrid models that prioritize digital engagement increasingly indispensable.

For consumer health brands, this creates both a challenge and an opportunity. Marketing budgets must stretch across consumers and HCPs, making it critical to invest in strategies that maximize the impact of each interaction. By aligning with HCPs’ digital affinity and rebalancing field and digital channels, companies can modernize their approach and build a more resilient pharma go-to-market model.

How Digital-First Behaviors Are Shaping Patient Choices

Just as HCPs are shifting toward digital-first engagement, patients are also transforming how they manage their health. Today, patients are more proactive, turning to technology to monitor their health, using digital tools to connect with doctors, and relying on online resources to guide their decisions.

Yet while patients are more empowered, they continue to value their HCPs’ advice. Most patients still look to physicians and pharmacists to validate or shape their choices. This blend of self-directed care and trusted professional input has created a unique dynamic in consumer health.

The opportunity is substantial. The global consumer health market, already valued at over $300 billion, is expected to surpass $600 billion by 2028. For brands, success in this environment will depend on recognizing shifting patient behaviors while ensuring HCPs remain central influencers in the decision-making process. The right approach combines patient engagement with targeted omnichannel HCP marketing to unlock measurable impact.

Unlocking HCP Omnichannel Opportunities in Consumer Health

With both HCPs and patients embracing digital-first behaviors, the consumer health industry is at a turning point. The ability to connect these two audiences through integrated strategies has never been more important. Omnichannel activation offers a proven path forward by optimizing investments, maximizing ROI, and measuring real-world impact.

Indegene has already demonstrated success in activating omnichannel strategies for pharmaceutical companies of all sizes, using proprietary technology and deep data expertise. Building on this foundation, we have developed two specialized HCP models to help consumer health brands capture measurable value:

Together, these models enable brands to design precise HCP omnichannel campaigns, quantify the influence of recommendations, and strengthen their healthcare go-to-market strategies—turning HCP interactions into a powerful growth driver for consumer health.

The Future of Consumer Health Go-to-Market Models

Omnichannel strategies have already proven their value in pharma, but their potential in consumer health is only beginning to be realized. With patients becoming more proactive and HCPs embracing digital-first engagement, the role of HCP recommendations will remain central to how patients choose even over-the-counter products.

The challenge for brands is clear: field force budgets will continue to face pressure, while expectations for personalized, always-on engagement will keep rising. To succeed, companies must embed omnichannel HCP marketing at the heart of their healthcare go-to-market strategies—moving beyond one-size-fits-all campaigns to precise, data-driven approaches that maximize the impact of every HCP interaction.

With actionable frameworks like Indegene’s Advocate and Impact Models, consumer health companies can navigate these shifts confidently. By aligning with both patient and HCP behaviors, brands can build resilient pharma go-to-market models that drive measurable success today and position themselves for long-term growth in a digital-first future.