Provider Reference Data Network. Customers expect agile, highly personalized engagement
The life sciences industry is at a pivotal moment. As healthcare professionals (HCPs) navigate an increasingly digital world, their expectations for how, when, and where they receive information have fundamentally changed. Traditional marketing approaches—mass emails, static content, and one-size-fits-all campaigns—are no longer effective. Today’s HCPs want relevant, personalized, and timely engagement that fits seamlessly into their workflows.
This shift has created both a challenge and an opportunity for life sciences companies. On one hand, the explosion of digital channels and data sources can feel overwhelming. On the other, it opens the door to smarter, more strategic engagement—if companies have the right tools and insights.
At IQVIA, we’ve seen firsthand how organizations that embrace data-driven omnichannel marketing are outperforming their peers. They’re not just reaching HCPs—they’re building trust, driving meaningful interactions, and accelerating business outcomes.
But success doesn’t happen by accident. It requires a clear understanding of the forces reshaping the industry and a structured approach to engagement. Based on our recent webinar, Precision for Impact: Mastering Omnichannel Marketing in Life Sciences, we’ve identified four key trends driving innovation—and four essential steps to executing a winning strategy.
A successful omnichannel strategy requires more than just multichannel presence—it demands integration, personalization, and agility. Here’s how life sciences companies can execute effectively:
Imagine launching a new therapy in France using the same messaging and channels that worked in Germany. Or sending email campaigns to oncologists in Spain without knowing their preferred language, communication cadence, or regulatory constraints. These aren’t just missed opportunities—they’re costly missteps that can erode trust and stall momentum.
In today’s global life sciences market, success hinges on local precision. HCPs expect content that reflects their unique clinical environment, cultural context, and regulatory landscape. That’s why real-time, hyperlocal data isn’t just a nice-to-have—it’s the foundation of effective engagement.
At IQVIA, we’ve seen how even the most sophisticated campaigns can fall flat without localized insights. For example, a pan-European product launch might require different messaging formats in Italy versus the Nordics—not just because of language, but because of how HCPs in each region consume content, interact with peers, and respond to outreach.
Hyperlocal data enables marketers to:
With IQVIA OneKey, life sciences companies gain access to the most comprehensive, continuously updated HCP reference database in the industry. This allows for:
The result? Smarter targeting, stronger engagement, and higher ROI—because when you speak to HCPs in their language, on their terms, and with content that matters to them, they listen.
Engaging HCPs effectively requires more than intuition—it demands precision. With OneKey, life sciences teams can move from assumptions to insights, from generic outreach to personalized engagement, and from missed opportunities to measurable success.
Learn more by watching the full webinar.
Provider Reference Data Network. Customers expect agile, highly personalized engagement
Create and implement a personalized communication strategy that aligns to individual HCP preferences.