2025 Healthcare Professional Media Consumption Trends: Actionable Insights for Hospital & Health System Marketers
Empowering smarter engagement with data-driven strategies
Discover how IQVIA’s latest research reveals the evolving landscape of healthcare professional (HCP) media consumption in 2025. As hospitals and health systems face tighter budgets, staffing shortages, and rising patient expectations, understanding how HCPs access information is critical to driving meaningful engagement and better outcomes.
Key Highlights:
- Digital-First Environment: HCPs now operate in a digital-first world, spending nearly eight hours per day with digital media—more than double traditional formats.
- Top Channels: LinkedIn (used by 70% of medical professionals), YouTube (54% of physicians), Doximity, and email remain the most trusted and effective platforms for clinical updates and professional networking.
- Omnichannel Strategies: Marketers are integrating email with EHR messaging, referral tools, and social media to create a cohesive, connected experience for providers.
- Personalization & Segmentation: Campaigns tailored by specialty, therapeutic area, and individual HCP profiles drive higher engagement and ROI.
- AI & Analytics: Advanced analytics and AI/ML are transforming outreach, enabling real-time personalization and predicting optimal timing for communications.
Ready to Transform Your HCP Engagement?
IQVIA’s Health Systems Solutions team offers expert guidance and resources to help hospital and health system marketers maximize their impact. Contact us to learn how you can leverage these trends to build stronger relationships, drive engagement, and improve patient outcomes.
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