Omnichannel Pharmaceutical Marketing: Driving HCP and Patient Engagement to Boost Brand Performance

Abstract

The pharmaceutical industry is profoundly transforming in terms of engaging with healthcare professionals (HCPs) and patients. Traditional approaches, heavily dependent on in-person sales visits and annual medical congresses, no longer satisfy the growing demand for instant, personalized access to clinical evidence, peer-reviewed studies, and treatment guidelines. Simultaneously, empowered patients seek clearer insights into their health and therapeutic options through digital channels.