5 Smart Moves to Redefine Omnichannel HCP Engagement

Indegene’s 2024 Digital Affinity Report shows just how varied these preferences are. Around 80% of HCPs show low affinity for virtual rep-led interactions, and 52% show low affinity for EHR-based engagements. At the same time, email is gaining traction, with 39% of HCPs showing a developing affinity, and programmatic ads are proving especially effective in specialties like dermatology and cardiology—with affinity reaching up to 52%.

These evolving patterns signal the need for more advanced HCP targeting. Many organizations recognize the need for change but are still held back by outdated pharma commercial models, fragmented data systems, and rigid field structures. The result? A widening gap between how HCPs want to engage—and how they’re actually being reached.

To move forward, pharma HCP marketing must become more nuanced and responsive. It’s no longer about maximizing reach or frequency in isolation. What matters is designing interactions around HCP behavior—what they prefer, when they’re most receptive, and how they want to engage.

That’s where hybrid models begin to stand out. And that brings us to the next move.

In-person visits still matter. But alone, they’re no longer enough. Today’s HCPs expect options. Some respond to face-to-face interactions, others prefer digital nudges, and many want a mix that fits their workday. Hybrid engagement lets you meet them where they are—consistently, efficiently, and on their terms.

Indegene’s 2024 Digital Affinity Report further underlines this opportunity: Today, one-third of HCPs (33%) already show strong or established digital affinity, and another 40% are developing. That’s a significant share actively leaning into digital channels—ready for more personalized, relevant outreach.

At the same time, IQVIA’s data shows in-person interactions are still 2x more effective at leading to prescriptions than any other channel.

The real power lies in combining both. A hybrid approach lets pharma teams balance digital convenience with human connection. Done right, it becomes the foundation for smarter pharma HCP marketing and a more modern, agile pharma commercial model.

As Vic Clavelli, Senior Pharma Commercialization Leader, puts it:

“The strength of the traditional rep-dominant sales model was the trust developed and earned through the information exchanged between clinical staff and tenured representatives in service of patient care goals.”

But over the last decade, that foundation has eroded. Clavelli points to a “perfect storm of regulatory templatization, serial redeployment of sales colleagues, and corporatization of health systems” as key reasons the traditional model no longer works the way it used to. These shifts didn’t just strain relationships—they disrupted the entire process of introducing new therapies into clinical routines.

“These factors conspired to weaken the trust and relevance of manufacturer efforts to integrate new medicines into the standard of care, in effect reducing commercial effectiveness before new channels were sufficiently mature to serve the communication needs of newly launched assets.”

That’s where smart orchestration comes in. Rebuilding trust today means using data, technology, and human insight to deliver more relevant, more coordinated engagement. Tools like Next Best Action—powered by AI and advanced analytics—help reps and marketers know what to do next, when, and how.

But orchestration is more than just automation. As Clavelli explains, “The true benefit of innovative tools lies in the ability to integrate human and technological insights within a multi-channel engagement process to inform a seamless, learning, customer-centric approach.”

This continuous learning loop (where every interaction makes the next one smarter)—is what restores confidence among HCPs. It gives them what they value most: relevance, continuity, and support.

To enable modern HCP engagement strategies, pharma companies must build models that incorporate real-world behavior, scientific affinities, digital content preferences, and market access positioning. This kind of multidimensional profiling enables more precise and relevant omnichannel HCP engagement.

But achieving this depends on the quality (and granularity) of the data itself. NPI-level resolution is crucial for generating actionable insights. While survey data is more available, it often fails to capture the nuance of real-world behavior—especially when it comes to digital affinity and online engagement patterns.

That’s why it’s essential to work with data partners who can provide scalable, NPI-level intelligence—and just as importantly, ensure that your campaign and media partners return performance data at that same level of detail. Closing the loop in this way enables truly data-driven decisions, empowering your pharma HCP marketing strategy with continuous optimization and measurable impact.

From pre-launch to post-maturity, the most effective HCP engagement strategies are those that synchronize personal and non-personal touchpoints to reflect how HCPs actually prefer to engage. That doesn’t mean eliminating sales reps or defaulting to digital. It means putting the HCP at the center—matching channel, content, and timing to their needs.

Done well, pharma HCP marketing becomes more relevant and ROI-positive. But done inconsistently, even the best-laid strategies fall flat.

A recent analysis shows that 80% of decisions about the pharma commercial model are made at the brand level, and 79% at the country level—highlighting the need for localized strategies that flex with market dynamics, therapeutic area, and field realities.

Clear metrics matter. A robust model should define both leading and lagging KPIs—measuring not just eventual outcomes, but early signs of adoption and engagement. During the launch and early "hypercare" phase, this dual lens becomes especially important.

To make measurement actionable, advanced HCP targeting must be backed by integrated data and cross-functional alignment between sales, marketing, operations, and analytics teams. Only then can you ensure continuous improvement—and bring the vision of omnichannel orchestration to life.