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The old model of “rep visits + a couple of emails” feels antiquated. HCPs don’t want repetition, but value. And value usually lies in understanding providers, connecting with them genuinely, and only delivering information that is relevant to them.
The best way to connect with HCPs is talking with them face-to-face in an environment when they have time and intent to listen. Medical and pharma congresses are what the situation calls for. And life sciences companies have taken notice, as the volume of pharma-sponsored events continues to grow. And HCPs say that they’re more willing than ever to engage at events, while also expecting pharma companies to deliver relevant and tailored content that’s suitable for their specialty.
Events can become an effective starting point of your omnichannel HCP engagement strategy. That is, if you know how to productively collect the data, as well as analyze and apply it in future efforts. Read on to learn everything you should know about how to make congresses a solid foundation for your omnichannel strategy.
To understand how to achieve genuine HCP engagement, it is helpful to define what it really is.
Omnichannel HCP engagement is an approach that connects all communication channels into one consistent experience for healthcare professionals. Instead of treating digital, social, email, and in-person touchpoints as separate efforts, it unites them into a continuous, data-driven journey. The goal is to reach HCPs with the triad: the right message, the right channel, the right time, which should improve engagement and education, as well as support better patient outcomes in the end.
For example, an ideal omnichannel strategy could look like this: an HCP engages with an article or report on a medical portal. The marketing automation system records that engagement and sends a follow-up email on the same topic. If the HCP interacts again, they might be invited to a webinar and later receive a summary or personalized content. Once sustained interest is detected, the CRM alerts the field rep to continue the conversation in person.
An omnichannel approach presupposes integration and interconnection between multiple channels rather than simply having multiple channels. Modern technology empowers this next stage of strategic development by connecting once-separate online and offline platforms into a single, observable, and manageable whole.
A 2024 survey revealed a clear gap between HCPs’ preferred and actual engagement channels across Europe. Alignment is lowest in the UK (38%) and Germany (45%), while Italy (70%) and Spain (66%) show stronger consistency — largely driven by a continued preference for face-to-face interactions. The gap stems mainly from an overreliance on email and postal outreach, often failing to match HCPs’ desired communication mix. In this situation, an omnichannel approach is no longer optional. It is evident that HCPs desire more personalized marketing and real-life interactions, which is exactly why events, with the proper tools, are a perfect choice.
From the HCP’s perspective, this connection between the channels means they are no longer “bombarded” by the same messages in different sources (reps, emails, messengers, web). Instead, they get a cohesive, meaningful experience with the brand.
For the marketer, omnichannel coordination allows them to plan and adjust engagement more intelligently. By knowing what a specific physician or group has already seen, and how they responded, marketers can deliver the next piece of content that’s most likely to resonate.
Integrating data, insights, and automation across all channels creates flexibility and choice at multiple levels. With a complete, 360-degree view of their audience, marketers can share the right information, in the right context, through the right channel.
For example, understanding where an HCP currently stands in the adoption journey helps determine which content they need next. At the same time, HCPs shape their own path based on their interests and engagement behavior. Each choice feeds back into the system, enriching the data pool and helping healthcare organizations deliver even more relevant experiences in the future.
This makes achieving higher HCP engagement possible, building stronger trust, and creating a continuous feedback loop where every interaction informs the next step in the journey.
Technology is the backbone of omnichannel marketing. It connects data, channels, and interactions through integrated tools, marketing automation platforms, and increasingly, machine learning systems capable of processing vast amounts of information.
However, successful omnichannel pharma marketing also requires a certain mindset change. Teams must learn to think in customer journeys, rather than separate campaigns.
Tools like eWizard help in this process; marketing automation platforms offer journey planners that allow creating automated flows, where the HCP’s decisions (clicks, reactions, subscribes, etc.) serve as disambiguations in the flow. A certain event (triggered by the HCP) essentially “tells” the algorithm to offer the next touchpoint. Of course, at least at the initial stage of implementation, it is best to have a skilled professional arrange the journeys for maximum efficiency.
Events are often overlooked when imagining an effective omnichannel HCP engagement strategy. However, they can be a lot more than just an individual isolated touchpoint; they can be a place where a unique, seamless omnichannel journey begins.
In the era of constant digital connectivity, real-world congresses remain a a cornerstone of engagement. They deliver higher learning impact, and authentic connections that virtual channels can’t fully replace. Recent surveys show growing demand for hybrid formats that blend live participation (valued for discussion, collaboration, and skill-building) with virtual convenience for replaying expert presentations or getting clinical updates on demand.
As mentioned, medical events are where pharmaceutical companies can establish that ‘first touch’ with HCPs that can kickstart the whole omnichannel customer journey. When event data is captured, it fuels personalization for all future digital touchpoints, such as emails, meetings with reps, social media, and many others. In other words, data is a bridge that can connect HCPs and pharmaceutical companies. Without it, any omnichannel engagement strategy will simply crumble.
Events also add credibility and context to later interactions. When an HCP has already seen a brand’s presentation or spoken with its specialists, the next email or eDetailer feels like a continuation of the previous conversation. Immediate feedback from Q&A sessions or surveys improves content relevance, allowing marketers to change their messaging and timing for future outreach.
Together, these practices turn events from one-off occasions into engines of personalization and long-term relationship building.
Pharma events are data-rich environments where every registration, booth interaction, or survey response can provide insights about HCP interests and preferences. With the right tools, you can obtain actionable insights to fuel your omnichannel marketing strategies.
Event teams in the pharmaceutical industry often juggle 5+ separate systems for registration, surveys, content sharing, and analytics. Hence, the odds of losing important data significantly increase. Valuable leads and behavioral insights get trapped in silos, making follow-up inconsistent and disjointed. Not to mention that, on average, businesses lose $12.9 million annually because of poor-quality data. This doesn’t just influence one event or one customer experience, but may be a slippery slope to decision-making issues in the future.
Besides integrating your tools, it’s also crucial to think through all the functionality you need and select, or develop if you have the budget and time, a software that covers the most of your requirements, and to a good extent. But we also need to stay realistic: the event management solution market doesn’t have a do-it-all tool now, so we may still need to involve a couple of programs, plus link them to share data.
Insights and consents are just two sides of the same coin. However, whereas one is gathered, the other can be often forgotten. While gathering data for your HCP engagement omnichannel strategy and planning to use it for personalized customer experiences, also make sure that all attendees have consented to it. Otherwise, you might not only waste your effort, but also get complaints about unwanted reach-outs, which obviously stains the brand reputation.
Even when data is collected, it’s often processed too late to influence immediate actions. And it, of course, can be slow, if you have many tools to scour and connect data manually.
Building a centralized hub for engagement data can help pharmaceutical companies ensure that every team, from marketing to sales, works with the same single source of truth. Best if it can provide real-time insights as well.
If information is scattered and available as different pieces on multiple platforms, it becomes much harder to predict HCP preferences and the outcomes of omnichannel marketing campaigns. Instead of trying to maintain different data sources simultaneously, it’s important to focus on creating a center that unifies data from events and other platforms and channels.
A robust technology stack can often completely transform how pharmaceutical industry marketers approach engagement with healthcare providers. However, by robust stack we don’t mean collecting tools, but are talking about making them work together to support compliant, human-focused, and data-based engagement. Hence, the time is ripe to discuss the tools that can boost your efforts inside and outside the congress halls.
At the core of every HCP engagement ecosystem is the CRM and master data management (MDM) layer. We all are familiar with systems such as Veeva CRM, IQVIA OCE, and Salesforce Health Cloud. They promise to give teams a 360-degree view of each HCP, capturing interactions from rep visits to digital touchpoints. And matching master data management platforms, like Veeva Network or IQVIA OneKey, strive to ensure that information remains accurate, compliant, and synchronized across channels.
Once we have reliable data in place, personalization actually becomes possible. This is where content creation, management, approval, and automation tools come into play.
In combination, these systems allow marketers to move from manual content personalization and delivery to scalable, data-driven orchestration, matching each HCP segment’s needs, specialty, and communication habits.
As we’ve established, both HCPs and marketers consider events to be valuable, and they’re crucial in our omnichannel mix as well. Platforms such as Veeva Events Management and InEvent support registration, agenda management, and audience engagement.
For pharma SMBs, specialized tools like Lexi Event App make this process more accessible. Lexi is an AI-powered congress coordinator that brings together all essential event operations — from automated badge scanning and consent collection to survey management and content delivery. Every interaction, whether an HCP downloads materials or asks a question, is instantly recorded and analyzed. Real-time dashboards give teams visibility into engagement data, like survey completions, demos, overall consent collection, and other metrics.
By connecting on-site data with CRM and marketing platforms, Lexi ensures that each event directly contributes to ongoing omnichannel engagement rather than existing as an isolated effort.
The final layer of a modern stack is analytics and next-best-action intelligence. Tools such as Aktana process engagement data to recommend the most relevant next step for each HCP.
This is where all previous layers (CRM, content, and events) converge. Marketers gain a single source of truth for every interaction. Engagement becomes data-informed and compliant, but also human. Meanwhile, HCPs see relevant, evolving messages rather than the same copy pasted across every channel.
HCP marketing constantly changes, with new healthcare trends for HCP engagement strategies emerging yearly. Let’s take a look at the three top trends that help marketers support HCPs, reach customers through multiple channels, and improve their HCP engagement strategies.
84% of physicians prefer to maintain or increase the share of virtual interactions with pharma companies. With the rising popularity of virtual events, a new trend has emerged: hybrid events. These events occur online and in person, making them accessible to a broader audience.
Here’s how it works: in-person attendees get full access to all event activities, while those joining online can watch a live stream of the main discussions and sessions without leaving home. This hybrid approach for pharma means more insights for attendees and companies. Organizations can better understand HCPs’ needs and track their engagement more effectively, while healthcare professionals get to experience an event and obtain insights for their work without limitations.
Personalization plays a significant role in content delivery and production. HCPs expect high levels of personalization from pharmaceutical companies they work with. However, only 28% of healthcare professionals feel that pharma’s customer engagement strategies truly meet their needs.
Thanks to generative AI and improved machine learning algorithms, creating highly personalized content and providing HCPs with an experience that considers all their preferences and interests is possible. In practice, this could mean tailoring post-event materials to each HCP’s specialty, past engagement, or behavior during an event.
Many pharma companies are now leveraging AI to predict future trends in content marketing. Advances in AI technology can take this trend, like personalization, a step further. AI can provide companies and marketers with information on general trends and analytics on the behaviors and needs of different groups of HCPs.
For example, predictive analytics can help identify which healthcare professionals are most likely to attend a follow-up event, engage with certain therapeutic content, or request specific materials.
So, how does a pharmaceutical brand use all of this in practice to increase HCP engagement? What should we look at? Here is a short checklist.
Getting HCPs engaged is not always an easy task. But with the help of a tool like Lexi, which unifies all data-driven insights, captures consent, and tracks all interactions, it is possible to ensure that HCPs don’t forget about your brand and what it offers.
Events today serve as the starting point for true omnichannel engagement, creating the first touch that shapes HCP journeys. To transform these interactions into a lasting strategy, pharma needs a unified data collection and analytics center, the very foundation of personalization. And without smart, data-driven engagement, omnichannel efforts cannot succeed. The good news is that achieving this no longer means trial and error. With the right expertise and solutions in place, pharma companies can build seamless strategies backed by proven industry experience.
Viseven can help you drive impactful and meaningful engagement with HCPs, either through our flagship tools or your own custom stack. Tell us your needs and challenges, and we’ll help you create a lasting impression before, during, and after congresses.
With Lexi, pharma marketers can capture real-time insights, collect compliant data, and transform congresses and meetings into measurable engagement touchpoints. Start building your omnichannel strategy from the very first interaction.
Omnichannel HCP engagement connects all communication channels — digital, social, email, and in-person — into one continuous, data-driven experience. The goal is to reach HCPs with the right message, through the right channel, at the right time, improving both engagement and education.
Events like medical and pharma congresses provide rare opportunities to meet HCPs face-to-face when they have both the time and intent to listen. These interactions create authentic connections and can serve as the foundation for ongoing omnichannel engagement.
It integrates data and insights across channels, giving marketers a 360-degree view of their audience. This helps them plan and personalize interactions intelligently, reduce repetition, and deliver relevant content that aligns with each HCP’s journey and behavior.
Events are not isolated touchpoints — they can serve as the first step in a continuous engagement journey. When data from events is captured and analyzed, it fuels personalization for all future digital and in-person interactions, strengthening relationships and improving message relevance.
Pharma teams often manage multiple tools for registration, surveys, and analytics. This fragmentation causes data loss and inconsistency. Using fewer, better-integrated tools helps unify insights and improve decision-making accuracy.
