Changing market dynamics are leading marketers to rethink pharma product launch strategies and design models centred on newly established HCP preferences.

A successful pharma product launch today needs to match how HCPs want to engage — both in terms of content formats and channels. For example, while some HCPs will meet with reps, others will now will only engage digitally, and many prefer a blend of in-person meetings and digital content. The art is getting that mix right for each customer.

Leading healthcare companies are now applying these more customer-centric approaches to pharma product launch communication to break through in a more challenging pharmaceutical marketplace.