The IQVIA report "Medical Affairs' Next Frontier: Unlocking Omnichannel Engagement" emphasizes biopharma’s pivot to omnichannel strategies for medical engagement. Post-pandemic shifts show healthcare professionals (HCPs) favor hybrid engagement models combining digital and in-person interactions. The report highlights a 7x increase in video interactions, with 61% of HCPs seeking greater personalization. Key enablers for omnichannel success include data-driven customer insights, robust content management, integrated planning, and advanced technology for personalized, seamless HCP experiences, aiming to improve patient outcomes through informed engagement.

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