2023 Survey Shows Increased Investment in Medical Education and Adoption of Hybrid Engagement Models for Healthcare Professionals

A recent survey conducted in 2023 has revealed significant shifts in healthcare professional (HCP) engagement strategies, highlighting the growing impact of digital transformation across marketing, commercial, and medical affairs functions. The study, which gathered insights from over 200 industry leaders, identified key trends such as the increasing importance of omnichannel engagement, automation opportunities, enhanced collaboration between departments, and the adoption of hybrid digital and in-person engagement models. Additionally, findings indicate a notable rise in investment toward medical education initiatives.

The survey results underscore several critical developments shaping HCP engagement activities. Respondents pointed to omnichannel strategies and automation as pivotal changes driving their approach to connecting with healthcare professionals. Metrics for measuring success are evolving alongside these advancements. Collaboration between marketing and medical teams is also intensifying, with educational products from both functions becoming more aligned to meet HCPs’ demand for accessible information on emerging developments. Hybrid engagement models are gaining traction as organizations balance resurging in-person interactions with continued investment in virtual platforms. Furthermore, budgets allocated to medical education have seen substantial growth compared to projections made two years ago. Areas such as education platforms, patient materials, and continuing medical education (CME) are experiencing heightened financial support.

These findings reflect ongoing efforts within the industry to adapt to changing customer needs while leveraging technological innovations to enhance HCP engagement practices.

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Source: GO-AI-ne1

Date: July 19, 2023

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Author

Mark Chiang