IQVIA’s Digital Affinity study helps life sciences companies design omnichannel strategies by classifying HCPs into digital, hybrid, or traditional segments and mapping their preferred channels. Leveraging AI/ML and syndicated market research, it provides insights into both online and offline engagement drivers post-COVID, when digital adoption grew but in-person interactions still influenced prescribing. The framework includes segmentation, global strategy, and customization to align promotional spend with specialty-specific needs. Nine specialties—such as cardiology, oncology, dermatology, and neurology—are covered, supporting rep call planning, optimized channel mix, and improved ROI through precise targeting.

Join for free to read