Sixty-five percent of our HCP survey participants agree that strong partnerships with life sciences companies would be ideal. Stakeholders want coordinated, integrated interactions with their life sciences partners, but HCPs and customers often experience redundant engagements due to poor internal communication, such as multiple visits from the same company in a week. Pharma companies should invest in technologies and strategies that create a 360-degree view of the customer so that they feel heard, contributing to a positive reputation in the market.

Though life sciences leaders collect customer data, it’s scattered across their tech ecosystem. This siloed data misses opportunities to educate and engage partners. As pharma companies shift to account-based selling models, they need to engage with a larger and broader group of personas within one organization. Since 80% of customers tend to do business where they can have personalized experiences, pharma companies should leverage their data more effectively. Choosing an appropriate CRM platform is an important step for creating specific customer segments, full customer journeys, and tailored omnichannel content delivered at relevant moments.

Business and technology leaders recognize that HCPs want easy, intuitive access to information, but manual processes hinder their organizational communication. To address this, engagement efforts should focus on insights driven by advanced automation. Field representatives can use real-time dashboards to showcase HCP data and prioritize messaging, while tools for automating content creation and distribution at scale can drive efficiency and personalization.

Customers expect omnichannel engagement focused on digital tools. Yet scaling up a fully manual outreach and engagement team in a tight workforce environment isn’t always possible without robust digital support. With digital-native pharma companies rising, life sciences companies should develop cost-effective digital engagement methods tailored to customer preferences that trend toward on-demand learning for busy schedules and offer clear, concise information.

Pressures to be more cost-effective while enhancing relationships with HCPs and consumers are influencing the pharma industry’s future engagement models. Outsourcing offers a lean approach to this challenge and can serve product portfolios with clear value propositions. Collaborating with third parties can reduce costs and foster deeper consumer relationships, creating a trusted bridge between pharma companies and their audiences.