Pharma marketers are struggling to reach healthcare professionals through mass outreach, fueling demand for AI-powered personalization and specialty messaging in trusted HCP channels.

Doctors watch less TV than the average US adult, but favor CTV and on-demand—which are prime time for targeted pharma messaging.

Due to the Trump administration's crackdown on direct-to-consumer (D2C) pharma advertising, drugmakers face a greater need to develop strong strategies to effectively reach the healthcare professionals (HCPs) who prescribe their treatments. Pharma marketers must use digital tools and channels, including social media and AI, to create credible engagement strategies that offset decreased consumer exposure to drug ads.

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.

Healthcare providers ages 50-70 are the most avid digital enthusiasts: HCPs are leaning into digital channels, but adoption varies among age cohorts. We dig into which digital channels they prefer, and implications for pharma companies looking to engage with HCPs.

Havas Lynx’s global healthcare influencer offering reflects channel shift: Marketers increasingly devote resources to digital channels that physicians are engaging with, like social media.

Voice-activated technology is in the early stages of development, but it has the potential to change the way healthcare brands, providers and patients interact—eventually making the healthcare system more efficient and effective.