Multiple studies show that HCPs (as we all) prefer specific channels and respond well to a personalized communication by pharma companies. AI and machine learning algorithms are able to predict the channel preference and preferred communication style for each HCP.  

We see these positive effects of effective personalization on empathy and trust on a daily basis. Precise data at doctor level helps sales representatives and marketing departments to drive relationship and growth.

The findings are in line with our experience: Most HCPs prefer being addressed at their preferred channel (email, phone, video chat, face to face) rather than a one-size-fits-all channel.
Pharmaceutical companies are now able to customize the optimal channel for each doctor based on their individual personality and preference. These insights help to improve communication and relationships with HCPs, including digital opinion leaders and other influencers.
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Note on Channel preference vs Acceptance: Historically, the metrics to identify the optimal channel were linked to the acceptance rate (clicks, emails opened). This information identified the accepted channel(s), however did not necessarily indicate what the HCP actually wants/ prefers. Fortunately this challenge has been overcome and the actual channel preference for each HCP can now be identified.

Sales segmentation has come a long way from the traditional approach described above. Today, pharma companies benefit from AI driven predictions of HCP level sales potential. This precise segmentation at doctor level is particularly helpful when launching new products or branching into new therapeutic areas. With these insights, companies are able to roll out highly targeted sales and marketing initiatives. 
In some cases (for example rare diseases) the majority of prescription will be driven by a handful of HCPs. Advanced AI algorithms are able to identify them - even before product launch.

We agree with the findings and see a strong related trend in the pharma and medical devices space:
HCPs tend to expect more personalized interactions with pharma and medical device companies.
The right content and optimal channel in marketing has an increasing importance and benefit for both parties.
Not only omnichannel, but personalized omnichannel appears to be the new level and expectation. ​

Reviewing this interesting article after 12 months of its appearance shows how much of a change happened in very little time:
Despite Covid-19 restrictions mostly discontinued, pharma companies have not gone back to the old ways of one size fits all channel. Based on new technologies and insights they now cater to the actual channel preference of HCPs.
As each HCP tends to prefer one channel (email, phone, video chat, face to face) the use of the preferred channel has shown to provide multiple benefits. These include improved relationships, efficiencies an ROI.

Data powered customer segmentation and omnichannel strategy is at the heart of many pharma companies.
As HCPs expectations increase in terms of personalized communication, pharma companies now have access to precise insights on channel preference and other HCP characteristics.
These tools are powered by AI and help to improve communication and sales effectiveness.
The technology allows doctor level insights to be produced within a few weeks. This compares with traditional approaches that took multiple months to complete.

Only a few months after this article the new reality is already established in the pharma industry:
The trend to use data for marketing and sales initiatives has not only been accelerated by COVID-19 - most companies already have embraced and established a data drive culture by now.
The reasons for this speed are multiple: HCP expectations, global competition, cost pressure, new product launches, speed to market requirements, limitation of physical meetings etc.
Precise sales potential, channel preference and other data based on new technologies can help pharma companies to address these challenges.

Personalized customer experiences rely on data at doctor level: This data includes individual channel preference, persona, interest and personality.
These insights allow pharma companies to meet the customer at their preferred channel, using the right tone and relevant content.
As AI has moved to the next level this holy grail is now available in the pharma and medical devices sector.
Each HCP of an entire country can be assessed and optimal customer experience can be achieved using the resulting insights.
The reps of leading pharma companies already become "superheroes in the field" and relevancy and relationships are elevating as a result.

Digital marketing capabilities have been growing in the pharma industry since a number of years.
Covid-19 has increased the speed of adoption - both from HCP side and from pharma company side.
Many pharma companies seek as next step to identify the best channels - both physical and digital - to meet the HCP at their individual preferred channel.
New technologies based on AI are now available in support of this - to identify the preferred channel at a doctor level.
Another opportunity is to identify the HCPs social network engagement levels. Precise and up to date snapshots of each doctor can help to optimize the evolving digital marketing strategies.

The pandemic has certainly increased the speed of adoption of new channels. However, this trend is not new and can bring benefits aside form efficiency and access:
Multiple studies show that we all have tendencies of channels we prefer. Identifying the preferred channel of each doctor can help improve communication and relationship between HCP and pharma company.
These preferences and related opportunities are present regardless of pandemics or other challenges.