The world of life sciences is undergoing a rapid and disruptive transformation, driven both by a multitude of new digital technologies and the imperatives of the COVID-19 pandemic. This “digital revolution” impacts not only healthcare professionals (HCPs) across the entire spectrum of services but also the patients they serve and the pharmaceutical companies that connect them with new treatments and therapies.

To create a successful HCP marketing strategy in this digitally-driven environment, pharma companies need to acknowledge pandemic-related changes in HCP and patient behaviors. Companies should optimize approaches such as National Provider Identifier (NPI) advertising, cross-device targeting, and trigger– and account-based marketing to reach HCPs with the information they want and need for
successful outcomes.


  • New challenges in a digital world
  • A wealth of new tools
  • Investing in digital ads to acquire new patients
  • Omnichannel campaigns