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HCP Channel Preference in an Increasingly Complex Promotional Landscape

HCP Channel Preference in an Increasingly Complex Promotional Landscape

IQVIA
Pages 12 Pages

Analyzes how healthcare professionals’ communication preferences have shifted post-COVID. Survey data reveals that while face-to-face remains highly valued, digital and on-demand channels expanded sharply during the pandemic. Preferences vary by geography, specialty, and age group, exposing gaps between promotional investments and actual HCP expectations. Highlights misalignments where companies overspend in channels HCPs rank lower, urging recalibration of promotional strategies to align more closely with physician needs for effective engagement.

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