The Life Sciences Marketing Playbook: AI, Omnichannel, and the Future of HCP Engagement
Introduction In just two years since AI moved from buzzword to boardroom, the life sciences industry has found itself at a crossroads. The global pandemic accelerated digital transformation, but 2023 truly ushered in the era where AI became embedded in marketing operations, from campaign planning to content generation. However, not everything went as envisioned. Some strategies that once looked promising hit roadblocks, while others delivered transformative results. This playbook explores the evolution of HCP engagement, the role of AI and omnichannel strategies, lessons from missteps, what's working, what’s changing, and what industry leaders are doing today. The Problem: Traditional Engagement Is Broken The healthcare professional (HCP) landscape has changed. Field rep visits are no longer the default, emails are ignored, and digital fatigue is real. Companies that relied on static, one-size-fits-all messaging struggled to maintain relevance. Example: A major pharma comp...