Advancing Scientific Exchange: Trends and Tactics for Healthcare Professional Engagement
A landmark study of scientific information supply and demand, tracking multistakeholder attitudes and change over time
Access to credible scientific information is essential for healthcare professionals (HCPs) to make informed clinical decisions and deliver optimal patient care. However, the ways in which busy HCPs seek, consume, and apply this evidence are ever evolving. Understanding their changing needs, preferences, behaviors and attitudes is critical to shape effective HCP engagement strategies.
This report details the findings of a global, multistakeholder research study assessing the contemporary landscape regarding HCP demand and pharma industry supply of scientific information. Helping to benchmark and inform tactical approaches, the wide-ranging report surfaces actionable insight into:
- HCPs’ preferred sources of scientific information, and the channels pharma uses to deliver it
- The adoption of generative AI in HCP engagement
- Content supply, demand, and access barriers
- Trends affecting medical congress activity
- Priorities and challenges for digital engagement
- The evolution of impact measurement
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