In the post-pandemic era, HCP engagement is shifting toward a hybrid model where omnichannel strategies are essential. IQVIA research shows that while 65% of HCPs still prefer face-to-face interactions, digital and remote channels remain critical. Success depends on expertise, connected technology ecosystems, data-driven personalization, and tailored content. A case study with L’Oréal’s CeraVe demonstrated that blending scientific content, personalized outreach, and increased frequency of touchpoints drove stronger engagement and sales. Key success factors include aligning people and strategy, enabling agile measurement, and delivering consistent, personalized experiences across channels.

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