2023 Survey Shows Increased Budgets for Medical Education and Rise of Omnichannel HCP Engagement Strategies

A recent survey conducted in 2023 has revealed significant shifts in healthcare professional (HCP) engagement strategies, highlighting the growing influence of digital transformation across marketing, commercial, and medical affairs functions. The study, which gathered insights from over 200 industry leaders, outlines key trends such as the rise of omnichannel engagement and automation, closer collaboration between departments, the persistence of hybrid engagement models, and increased investment in medical education initiatives.

Survey respondents identified omnichannel approaches and automation as pivotal changes reshaping HCP engagement activities. These methods are increasingly supported by new metrics designed to optimize outreach efforts. Additionally, findings indicate a narrowing gap between marketing and medical functions, with both areas experiencing simultaneous shifts that align their educational offerings to meet HCPs’ demand for accessible information. Hybrid engagement models—combining digital and in-person interactions—remain a prominent strategy as organizations continue investing in virtual platforms while resuming face-to-face engagements. Furthermore, data shows a notable increase in budgets allocated to medical education resources compared to projections made two years ago. This growth is particularly evident in funding for education platforms, patient materials, and continuing medical education (CME).

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Source: GO-AI-ne1

Date: July 19, 2023

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Author

Mark Chiang