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Reaching Healthcare Professionals in 2025: What Hospital Marketers Need to Know
Sep 09, 2025
Hospital and health system marketers are navigating a complex landscape — from staffing shortages and budget constraints to rising patient expectations and clinician burnout. At the same time, healthcare professionals (HCPs) are increasingly immersed in digital environments, making it more challenging to deliver messaging that truly resonates.
To build smarter strategies that drive engagement, marketers must understand how HCPs consume media and what influences their decision-making.
Email Still Leads — But Precision Matters
Despite the growth of platforms like LinkedIn, YouTube, and Doximity, email remains the most trusted and widely used channel for clinical updates and professional communication. According to IQVIA’s 2025 data, email continues to outperform other channels in both reach and engagement:
- Triggered emails — including event-based and AIM-triggered messages — achieved a 33% open rate, compared to 25.3% for broadcast emails
- Mobile dominates: 84% of emails are read on mobile devices, compared to 44% on desktop
- HCPs frequently switch between personal and institutional email accounts, underscoring the need for flexible delivery strategies
Five Trends Shaping HCP Engagement in 2025
1. Omnichannel strategies are becoming standard
a. Marketers are integrating email with EHR messaging, referral tools, social media, and specialty platforms to create a seamless experience across HCP touchpoints
2. Email remains foundational
a. Engagement with HCPs via email rose 47% year-over-year in 2024, proving its continued effectiveness when executed with precision
3. Flexibility is essential
a. HCPs toggle between devices and email accounts throughout the day. A robust database should include both personal and professional addresses to maximize reach
4. Relevance drives results
a. Segmentation by specialty, therapeutic area, and provider role leads to stronger engagement. IQVIA’s dynamic profiling shows that up to 40% of HCPs change segments within six months, making static lists obsolete
5. AI is transforming outreach
a. Real-time data, machine learning, and predictive analytics are helping marketers deliver personalized content at the right moment in the HCP’s decision-making journey
Smarter Email Strategies Start Here
To make your email campaigns more effective:
- Personalize content by specialty, therapeutic area, and clinical interest
- Use both broadcast and triggered emails to reach HCPs at different stages
- Deliver to multiple email addresses to ensure visibility across devices
- Optimize for mobile with consistent, responsive design
- Track performance across channels and devices to refine strategy
Let’s Talk Strategy — Or Dive Deeper
Ready to elevate your HCP engagement? IQVIA’s Health Systems Solutions team is here to help. Whether you're refining your email strategy or building a full omnichannel campaign, we’ll work with you to create meaningful connections with the providers who matter most.
Download the full report — The State of Healthcare Professional Media Consumption Trends Report — to explore the data and insights behind these strategies.
Or reach out to our team to start a conversation about your goals and how we can help you get there.