Source: IQVIA EMEA Thought Leadership; Channel Preference Survey 2024 matched with actual promotional data from the IQVIA daily diary study at an individual HCP level

To understand the factors leading to this misalignment, it is important to further explore the key drivers and compare their relative significance.

Face-to-face (F2F) interaction remains the most favored communication channel, although its dominance varies significantly

At a combined EU4+UK & US level, individual F2F interactions continue to account for a significant 41% of all channel preferences (Figure 2), consistent with the previous year's preference. Prior to this, the preference for F2F interaction had been on a downward trend for three consecutive years. In-person conferences rank second, holding a 16% share in 2024, mirroring the 2023 figure. Despite the surge in email traffic that HCPs experienced during the pandemic, the preference for emails rose to 14% in 2024, up from 10% in 2023. Conversely, the preference for remote 1:1 video calls remains low at 4%.

At a country-specific level, the top three channel preferences remain unchanged. However, the preference for individual F2F interactions varies significantly across countries, ranging from a mere 25% in the UK to 46% in Italy and Spain. This trend can be somewhat attributed to the regulations set out under the ABPI code of conduct in the UK, compounded by the heavy workload and time pressures (often caused by chronic staff shortages) which are also faced by many healthcare systems around the world. Some pharmaceutical companies may have even downsized their in-person field teams as they transition towards a more digitally-weighted omnichannel approach, aiming for more cost-effective operations.

Figure 2: Channel Preference by Country

Source: IQVIA EMEA Thought Leadership; Channel Preference Survey 2024

Evolving Channel Preferences: Post-COVID Trends

A closer examination of grouped channel preferences over time reveals notable differences compared to the pre-COVID benchmark of 2019 in France, Italy, and Spain. The increase in individual interactions is partly due to the rise of remote video calls and the desire for a return to F2F visits. A more detailed analysis of individual interaction preferences over time shows an increase across countries in 2024. Figure 3 illustrates that HCPs in Italy and Spain have the highest preference for individual interactions, and in all countries except UK, this preference exceeds the 2019 pre-COVID benchmark.

Figure 3: HCP Preference for Individual Interactions

Source: IQVIA EMEA Thought Leadership; Channel Preference Survey 2024

(*NB: two separate channel preference questions were posed in 2021 and 2022. HCPs were asked for their preferences considering the social distancing restrictions of the time, and asked what their preferences would be if no such restrictions were in place).

Primary Care vs. Secondary Care: Diverging Channel Preferences Among HCPs

Figure 4 shows that across the EU4+UK and US, secondary care HCPs prefer a 6% lower share of 1:1 F2F visits than primary care HCPs. Instead, secondary care HCPs favor in-person conferences, which account for 17% of channel preference. Podcasts and text/instant messaging channels are the least popular, with a 3% average share in both primary and secondary settings. A deeper analysis of the different specialties reveals a consistent preference for emails, but anesthesiologists are notable for having the lowest preference for individual interactions and meetings.

Figure 4: Specialty-Based Channel Preference Distribution

Source: IQVIA EMEA Thought Leadership; Channel Preference Survey 2024

When delving into a country-specific specialty analysis, intriguing subtleties came to the forefront. In France, Germany, and the UK, secondary care exhibits a stronger inclination towards meetings and seminars. Conversely, primary care in France, Italy, and Spain demonstrates a more pronounced preference for one-on-one interactions (Figure 5). The US and the UK uniquely favor individual interactions in secondary care over primary care.

Figure 5: Channel preference split by Care type

Source: IQVIA EMEA Thought Leadership; Channel Preference Survey 2024; 1º = Primary Care, 2º = Secondary Care

To add another layer of detail, we examined three specialties across each country in the EU4+UK. Italian GPs display a 62% preference for individual interactions, while UK GPs show a significantly lower preference at 34%. As depicted in Figure 6, among the German specialties considered, Cardiologists show the least preference for individual interactions, favoring online resources with a relative affinity of 31%. Oncologists in the UK, Spain, and Italy exhibit a higher preference for meetings and seminars, with respective preferences of 36%, 29%, and 30%.

Figure 6: Channel preference across major specialties

Source: IQVIA EMEA Thought Leadership; Channel Preference Survey 2024

Digital Immigrants vs. Digital Natives: Evolving Channel Preferences and Future Trends

The medical landscape is in constant flux, with a demographic mix of older doctors favoring in-person interactions and younger, digitally-inclined doctors poised to become tomorrow's customer base. This demographic shift necessitates a strategic reorientation, balancing current needs with future trends. Country-specific demographics and dynamics significantly influence the effectiveness of different channel mixes. Figure 7 reveals a larger proportion of younger doctors in countries like the UK and Turkey, while Italy and Germany have a higher percentage of older doctors. Countries like Sweden and Denmark, with high digital adoption rates and robust digital infrastructure, favor digital channels. Conversely, in countries like Italy and Spain, where digital adoption is still on the rise, traditional methods continue to play a significant role.

Figure 7: Distribution of Medical Practitioners Aged 55 and Above by Country

Source: IQVIA EMEA Thought Leadership; % Medical doctors aged 55 and above by country (World Health Organisation)

A comprehensive analysis of channel preferences uncovers distinct differences between digital immigrants (those born before 1980) and digital natives (those born after 1980). In the US and EU4+UK, there is an 8% disparity in preference for 1:1 F2F interactions, with digital immigrants favoring this channel at 44% compared to 36% for digital natives (Figure 8). A country-specific examination reveals similar preferences in France, Spain, and the US. However, significant differences are observed in the UK, Italy, and Germany, where the age of HCPs becomes a pivotal factor in determining the most effective engagement channel.

Figure 8: Age-Based Channel Preference Distribution

Source: IQVIA EMEA Thought Leadership; Channel Preference Survey 2024

Gender-Specific Channel Preferences: Insights and Trends

A detailed analysis of gender-based channel preferences reveals minimal differences. Across the US, EU4+UK, there is a 6% difference in favor of 1:1 F2F visits, with men showing a 43% preference share and women 37% for this channel (Figure 9). A country-specific breakdown also shows similarities between genders within a country. However, these gender differences are less significant when compared to the differences between countries, indicating that an HCP’s location is the most crucial factor when determining an effective engagement approach.

Figure 9: Gender-Based Channel Preference Distribution

Source: IQVIA EMEA Thought Leadership; Channel Preference Survey 2024

Strategies for Improving HCP Engagement

The 2024 Channel Preference Survey highlights that the country of practice is the most critical factor in determining the optimal channel mix for HCPs. The significant differences in preferences between countries can be attributed to a combination of geographical factors, regulatory environments, cultural influences, and historical expectations—essentially, HCPs tend to favor channels they are familiar with. Within each country, an HCP’s specialty also plays a vital role. For example, general practitioners (GPs) in the UK show the lowest preference for individual interactions among major markets surveyed at just 24%. These variations highlight the challenges of reaching HCPs in different care settings across countries and how specialties are managing increased workloads and patient backlogs. Age is another significant factor, with generational differences influencing engagement preferences. Younger ‘digital native’ HCPs, born after 1980, are more comfortable and willing to use digital platforms and social media, and their preferences will become significant in some countries as they replace the retiring ‘digital immigrant’ HCPs. Lastly, gender is the least significant factor in choosing an optimal channel mix, as HCP preferences are more strongly influenced by the aforementioned factors.

Figure 10: Components of an HCP Persona Approach