By Dionne Anane As the pharmaceutical industry’s approach to customer engagement evolves, omnichannel is becoming increasingly sophisticated. By 2025, several key trends are set to reshape how pharma companies and Digital Opinion Leaders (DOLs) engage with healthcare professionals (HCPs) and patients.
In our recent webinar, hosted by Daniel Ghinn with special guest, Brian Shroyer, we discussed five key trends:
Opti-channel Over Omnichannel
Rather than trying to cover every possible channel, ‘opti-channel’ might become the preferred approach. This terminology focuses on the most effective channels for specific audiences, enabling pharma companies to concentrate resources where they can have the greatest impact. For pharma teams with limited resources, opti-channel offers a more efficient and manageable approach than traditional omnichannel.
Healthcare Professionals as Influencers
Recognising the influence of HCPs on social media is becoming increasingly important in pharmaceutical marketing and medical communication. Many HCPs now share scientific insights, research findings and treatment updates with their peers, using platforms like Twitter, LinkedIn and specialist forums to engage in meaningful conversations. By collaborating with Key Opinion Leaders (KOLs) and DOLs, pharmaceutical companies can amplify their messages and enhance the impact of their scientific content.
KOLs and DOLs have a significant influence on their peers’ opinions and decisions. By partnering with these ‘influencers’, pharma companies can ensure their messages reach a broader, more engaged audience, and that the content is seen as credible and trustworthy. This peer-to-peer engagement is particularly valuable, as HCPs tend to trust information shared by their colleagues more than traditional marketing materials.
In 2025, this type of influencer-driven communication might become a key strategy for pharmaceutical companies to raise awareness and build trust in new treatments.
Shift from product-centric marketing to medical and scientific communication
Shifting away from product-centric messaging towards medical and scientific communication will allow companies to focus more on building relationships with HCPs by providing relevant, research-driven content that addresses the information overload doctors face. This approach positions pharmaceutical brands as trusted knowledge providers, rather than just sellers of products.
The growing role of artificial intelligence
Artificial intelligence (AI) has become an increasingly important trend globally, and by 2025, its role is expected to grow significantly. In 2025, AI will move from being a buzzword to seeing practical application as a tool for pharma omnichannel tactics. AI will enable more personalised, efficient, and impactful engagement by helping teams create tailored content through analysis of customer data, providing deeper insights into HCP and patient preferences. AI will also optimise marketing strategies in real-time, adjusting content and channels based on live feedback.
AI-driven centralised dashboards could improve collaboration within teams by consolidating key data and campaign metrics in one place. This enhances decision-making, streamlines coordination and boosts productivity. Ultimately, AI helps make pharmaceutical marketing more data-driven, agile, and personalised, leading to more effective engagement with HCPs and patients.
Maintaining human connection
Despite the growing reliance on digital tools, maintaining face-to-face contact will remain crucial in pharmaceutical marketing. By 2025, pharmaceutical companies should be finding a balance between embracing digital innovation and fostering meaningful personal interactions. While digital channels offer efficiency and broad reach, in-person engagement continues to be essential, particularly in high-stakes settings like medical congress meetings.
Face-to-face interaction plays a critical role during congress events in building trust and fostering deeper relationships that may have begun online. These meetings offer a unique opportunity for pharma companies to engage with HCPs in a more personalised way, answering questions, addressing concerns, and, supported by data, offering tailored insights on new treatments.
Watch our on-demand webinar here on the Top 5 omnichannel Trends for 2025.
