Data drives strategy, but people drive impact: The power of experience in HCP engagement

Orginally, published by Pf Media on March 27, 2025

The pharmaceutical industry is at an inflection point. As healthcare professionals (HCPs) navigate increasingly complex decision-making processes, their expectations of pharma interactions are shifting.

The days of one-size-fits-all commercial strategies are long gone, replaced by an era where personalisation, digital fluency, and data-driven insights are the keys to success.

To thrive in this evolving landscape, companies must reimagine their engagement models, integrating advanced technology and omnichannel strategies that resonate with modern HCPs.

But most importantly, the tools and data alone won’t cut it. It’s the real-world experience of engagement specialists and the operational excellence of experts that are also the key to commercial success.

The imperative for change

As an industry, we know that traditional approaches (direct sales engagements with HCPs) no longer suffice. A shift caused by:

• The rise of digital platforms and availability of content online, resulting in HCPs needing interactions that are streamlined, relevant, and accessible on their terms.
• Increased competition from other brands for customer attention means commercial teams must think more strategically.
• The evolution of medical decision-making with peer influence, opinion leaders, and multidisciplinary collaborations playing a more significant role than ever before.

Moreover, the industry-wide shift toward value-based healthcare has necessitated a stronger emphasis on outcomes-driven engagement.

AI-driven tools, data mining and hyper-personalised engagement are widely perceived as the answer…

The reality Gap 

In a 2025 report by Inizio Engage’s learning and capability experts (Nazare), just 36% of pharma leaders believe omnichannel approaches are being successfully integrated. And only 38% of pharma companies said they constantly capture and utilise data and insights to support customer engagement.

A March 2024 survey by Across Health revealed that only 6% of European biopharma companies have fully implemented AI initiatives in their customer engagement efforts, with an additional 24% conducting or planning pilots.

It’s clear that success is not just about the tools and the data. It’s about the people, their experience and skills in the real world, their processes. But more than that, success relies on people, processes and platforms working in harmony together.

The Integrated Commercial model

To meet these evolving expectations, pharma companies must embrace an integrated commercial model built upon four pillars:

• The Customer Experience
• Omnichannel Personalisation
• Data-Driven Decision Making
• Technology Enablement

Underpinning these pillars, is a cohesive strategy, with the right people and the rigorous processes that can make it a reality.

A four-phase approach to Commercial transformation 

To successfully transition to an integrated commercial solution, organisations should follow a structured, four-phase approach: 

1. Diagnose: A comprehensive assessment of digital maturity and commercial pain points is the first step. By collecting and analysing customer insights, companies can tailor their strategies to align with current market needs. Benchmarking against leaders in digital engagement – both within and outside the pharma industry – provides valuable perspectives that can inform a more effective approach.  

2. Design: With insights in hand, companies can define an optimal commercial model that maximises engagement. Developing a strategic playbook ensures that omnichannel interactions are well-integrated, leveraging AI-powered predictive modelling to anticipate and respond to HCP preferences effectively. Striking the right balance between face-to-face and virtual interactions will drive real results, optimizing efficiency and impact.

3. Deploy: Execution is where transformation takes shape, but it is people – not just technology that drive meaningful HCP engagement. Implementing hybrid sales and customer support teams, comprised of highly skilled engagement professionals, ensures that digital and physical touchpoints work together seamlessly. Machine learning helps us to optimise engagement in real-time, but it is also the expertise, emotional intelligence, and deep industry knowledge of customer engagement professionals that foster trust and long-term relationships. 

4. Drive: The final phase is all about continuous improvement, but data alone cannot drive long-term success, it must be paired with the experience and adaptability of customer engagement teams. Organisations must invest in ongoing coaching, upskilling, and mentorship programs to ensure companies can iterate on their commercial strategies, ensuring sustained growth and enhanced customer satisfaction.

The future of Commercial engagement

The transition to an integrated commercial solution is no longer a matter of choice – it is a strategic necessity. Companies that successfully integrate digital transformation, data analytics, and customer-centricity into their commercial frameworks and teams will emerge as industry leaders.

The question is not whether to embrace change, but how quickly pharma companies can build the right leadership and teams to implement these transformative strategies in order to unlock new levels of commercial excellence.