The IQVIA ChannelDynamics^® Global Reference 2026 provides a comprehensive overview of pharmaceutical sales force activity and marketing channel engagement trends worldwide, covering the full 2025 data.

Drawing on real-world engagement data from over 30,000 HCPs, the report combines comparative benchmarks, market-level insights, and detailed performance metrics to support assessment of current channel strategies and commercial effectiveness. Insights are presented through data visualizations and structured analysis to support quick comparison and interpretation.

The report highlights how pharmaceutical companies are evolving their engagement models as engagement patterns evolve—balancing digital channels to extend reach with field-based interactions that remain a key driver of impact. It provides a clear view of where investment is shifting, how channels are performing, and how different channels contribute to engagement performance.

Key global metrics and insights include

• Investment trends by marketing channel, corporation, brand, and therapy area
• Sales force effectiveness and rep equivalents (FTE) analysis
• Omni-personal vs. omni non-personal investment growth
• Channel impact, reach, and HCP preference
• Digital engagement sources and profiles
• Net Promoter Score^® (NPS^®) analysis for leading companies
• Oncology-specific investment patterns—and more

Use these insights to

• Assess your channel mix against global benchmarks
• Identify where different channels are driving reach and impact
• Evaluate competitive dynamics across markets and therapy areas, including oncology

Access the insights

Fill in the form to download the overview of pharmaceutical sales force activity and marketing channel engagement trends worldwide.