This report explores how digital engagement between pharmaceutical companies and HCPs has accelerated in MEA. Monthly digital interactions now average 37 per HCP, with WhatsApp, calls, and email leading. While webinars and speaker programs dominate group engagement, physicians spend the longest time in one-to-one video calls. Content priorities include product detailing, clinical trial data, and disease-specific insights. Despite progress, “virtual fatigue” and reliance on face-to-face for scientific information persist. Still, HCPs value digital tools for efficiency, patient monitoring, and decision support. The paper calls for tailored, hybrid engagement models and smarter data-driven strategies.

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