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.

Nearly all of healthcare professionals' (HCPs) medical content consumption is happening via digital channels and sources, according to a July 2025 M3 MI study. Healthcare and pharma brands have recognized that they must meet time-strapped HCPs on online channels, many of which allow drug advertising. Drug and medical device marketers can deliver more effective and personalized information to clinicians once they gain a better understanding of their preferences for consuming online medical content.

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?