Precision AQ Publishes its Latest Omnichannel Global Trends Report

GHENT, Belgium, February 28, 2025 

Precision AQ Publishes its Latest Annual Global Trends Report on the State of Omnichannel Customer Engagement in Biopharma. 

Key takeaways include: 

• HCPs’ demand for digital/omnichannel engagement from pharma continues to outstrip supply. This ‘digital divide’ is even more pronounced in the medical (vs promotional) setting and offers a big chance for companies to stand out from competitors.
• Yet HCP satisfaction with biopharma’s current digital offerings appears to have levelled off after the past few years of steady gains and, in the US and EU5, has yet to break through the (so far) elusive 50% barrier, let alone excel.
• Share of total marketing budget allocated to digital has fallen back to 2020 levels after years of growth. Is this due to the industry failing to demonstrate robust impact from their omnichannel initiatives
• Looking at which companies are leading at the channel level (according to HCPs), AstraZeneca, AbbVie and Novartis are setting a new standard for consistency in omnichannel HCP engagement, showing that companywide, systematic approaches are key to leading in today’s competitive landscape.
• Looking at where AI could enhance HCPs’ interactions with pharma, specialists clearly see a role for AI in improving the relevance and accessibility of pharma-provided information.
• However, if pharma is going to pursue exciting new technologies like AI it must first ensure the foundational capabilities – including reliable and robust (and well structured) customer data – are in place. 

Today’s HCPs are looking for a customer experience from pharma that is both valuable to them – in terms of the quality and relevance of the information that is being communicated – and convenient. As a result, digital and omnichannel engagement strategies have become central to many companies' efforts as they seek to leverage the power of online channels to complement – and sometimes substitute for – their traditional engagement channels. 

But stagnating HCP satisfaction with pharma’s current digital offerings underscores the importance of a robust evidence base when it comes to allocating budgets strategically. With budget constraints at the fore, aligning investments with, by now, firmly established HCP expectations is vital, and means the need for robust evidence and strategic benchmarking remains stronger than ever.

With this in mind, the Precision AQ 2024 Global Trends Report collates some of last year’s most interesting insights and trends, pulled from their industry-leading Navigator365™ and Maturometer™ research, to create a unique snapshot of what biopharma and its HCP specialist and payer audiences have been thinking and doing in the omnichannel space.

The report delivers unmissable global and regional insights (EU5, US and APAC) on a range of customer engagement topics, including: HCP engagement and preferences, omnichannel launch trends, benchmarking analyses (which companies are leading?), industry performance and digital transformation, and highlights from our payer research, as well as the latest impact and reach metrics on the most popular channels (online and offline). 

“Our latest annual trends report – and the first in our new branding – highlights not just the challenges but also the opportunities for the industry, when it comes to delivering the kind of engagement that today’s HCPs expect,” says Ruud Kooi, EVP, Managing Director, Omnichannel Solutions. “We hope this year’s report can inform and inspire biopharma companies to build stronger, more impactful omnichannel strategies that truly resonate with HCPs and help set their organisation apart.”

The full report is available as a free download here.

About Precision AQ  
Precision AQ, formerly known as Precision Value & Health, is a trusted partner for life sciences companies, guiding them through the complexities of commercialization across a product's life cycle. With a team of life science experts, advisors, and creative professionals, Precision AQ is dedicated to ensuring patient access to transformative therapies. The company provides a comprehensive range of services, including omnichannel engagement strategy and product solutions, global pricing and market access strategy, healthcare advertising and marketing, health economics and outcomes research, medical communications and medical affairs, managed markets marketing, market access and data-driven technology solutions, investor relations and external communications, international brand strategy, medical education, learning and development, public relations, and patient insights services. For more information, visit www.precisionaq.com.