Pharma marketing is moving into the clinical workflow. As digital tools embed messaging across exams, telehealth, and pharmacies, brands can shape decisions in the moment—if they balance personalization with compliance and measurable results.

With tighter rules looming for D2C drug ads, pharma must strengthen its marketing efforts to healthcare professionals (HCPs). Delivering data-driven outreach and credible clinical content on digital channels that physicians frequent will be key to sustaining drug awareness and prescriptions amid declining HCP access.

Leading healthcare AI startups, including OpenEvidence, Abridge, UpToDate, and Doximity, are rolling out new products and capabilities in the race to compete for physician adoption and investment funding. Companies could gain an advantage by making their products easily integrated into clinicians’ existing workflows, such as their EHRs. Startups should also showcase the outcomes of their technology to influential stakeholders like medical associations to help establish credibility at the clinician level.

The US physician population is changing. The older generations are predominantly white and male, but those younger than 50 are predominantly female and growing more racially diverse. What do providers and marketers need to know to connect with this cohort?

Doctors prove that money doesn’t buy happiness: We look at recent reports on US physicians’ compensation—and what their jobs cost them.