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Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
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A Roadmap to Digital Enablement for EBP
Delivering Connected, Personalized Experiences (Part 1 in a series)
Mar 28, 2025
As an emerging biopharma (EBP), how should you use digital channels to deliver tailored experiences to healthcare providers (HCPs)? What’s the right balance between digital and in-person interactions? And how can you measure and continually improve the results of your investments in digital enablement?
These were among the questions that IQVIA tackled in an EBP Master Class webinar, Achieve Digital Excellence Through Connected, Personalized Experiences, and we’ll revisit them in this three-part blog series—starting with this overview of healthcare provider (HCP) preferences and the building blocks of effective digital enablement.
What HCPs want
By now, it comes as no surprise that the COVID-19 pandemic accelerated HCPs’ willingness and desire to engage with pharmaceutical organizations to get the right information at the right time via personal and digital channels.
While 66% of HCPs still prefer in-person visits when interacting with reps and medical science liaisons (MSLs), providers are increasingly receptive to digital engagement. More than half (55%) primarily prefer rep-coordinated peer-to-peer discussions or informational rep emails as virtual methods. About three-quarters (73%) prefer virtual details about specific product topics, such as efficacy, safety, and affordability. A similar proportion (72%) indicate that informational emails are more convenient compared with in-person visits.
Like their larger and more established counterparts, Emerging Biopharma and precommercial organizations need to craft omnichannel strategies that address HCPs’ behaviors and preferences. Understand that omnichannel isn’t about trying to be everywhere, for everyone, all at once. Rather, it’s about building a detailed yet nimble strategy—one that reflects your organization’s larger strategic imperatives while guiding channels, content, and sequencing, and enabling you to measure and improve performance.
Personalized digital engagement as the path to growth
Central challenges for every Emerging Biopharma or precommercial organization are determining where to focus, how to balance personal and non-personal promotion, and how to finetune engagement over time. Achieving precise omnichannel customer engagement and measurement requires the right insights, including behavioral data, at every step of the process.
That starts with identifying your audience using not just behavioral insights, but also claims, sales, and demographic data supported by predictive analytics and artificial intelligence/machine learning (AI/ML). With this understanding of your audience and how they use digital channels, you can begin defining persona segments based on preferences and needs. You can invest in personal promotion where and when it is essential while executing digital campaigns with tremendous precision.
Digital interactions need to occur in concert with in-person engagements. It’s critical to coordinate alerts through your customer relationship management (CRM) system, so you can use digital touches for pre-call “warming” of your target audiences. These linkages are also key to feeding back information about what HCPs need at any given time—needs that can often be met with digitally based assets.
Behavioral data can also support ongoing synchronization of your HCP interactions and your direct-to-consumer (DTC) engagements. There are ways to activate these integrated campaigns in a manner optimized for privacy and content sequence. Similarly, there are proven tools for empowering HCPs with real-time personalization that reflects their content and channel preferences.
No organization has the resources to place big bets on all content for all channels and all HCPs. Instead, lean into behavioral data and other tools to place your bets where they are most likely to pay off. Then measure results and make adjustments to further amplify your impact.
Build your 18-month digital roadmap
How can you craft the right strategy to engage the right customer, via the right channel and content, at the right cadence—so you can make the right impact?
IQVIA experience underscores the value of working against an 18-month digital roadmap with the following elements:
- Establish your digital strategy. Design or update a digital strategy that can iteratively achieve your organization’s imperatives while maximizing investment opportunity based on therapeutic area insights and competitive landscape.
- Build your audience. Clearly define your customer personas and segments, gathering engagement insights to continuously refine your tactics.
- Activate your customer. Leverage digital insights to ensure your channel investment strategy is tailored to your customer’s preference—creating a customized experience for each HCP.
- Measure to track and improve impact. Aim to truly understand your engagement outreach. Measure your digital investment effectiveness and its impact on a unified customer experience—injecting insights back into your engagement model.
In the next blog in this series, we’ll take a closer look at the details of building your audience.
Achieve Digital Excellence Through Connected, Personalized Experiences
Listen to IQVIA’s panel of digital experts as they discuss the latest digital trends shaping the emerging biopharma landscape. Discover strategies and key components to effectively differentiate your brand and product through personalized tactics.