Personalization in pharma sounds great on paper, but in reality, it’s a constant juggling act.
According to a 2025 IQVIA report[1], personalized marketing strategies improved healthcare professionals' (HCPs) engagement by 67% compared to non-personalized approaches. Additionally, personalized content increased prescribing likelihood by 47%. That is a significant number considering the amount of digital communications HCPs receive on a regular basis. Adoption is growing rapidly, particularly when supported by AI-driven methods and data.
A recent test case proved particularly successful. A leading pharmaceutical giant used a tailored approach focused on enhancing education for HCPs through prescribing behavior and digital engagement strategies. The result? The engagement rate nearly increased by 78%. Over the six months that followed, prescription rates increased by 38%, resulting in a much higher ROI. But it’s not without its flaws. It’s easy to adopt ineffective practices when it comes to applying personalized messaging to your customers or relying too much on popular technologies.
Here are some of the common obstacles that organizations run into when trying to personalize their messaging and experiences, along with solutions to overcome them
1. Privacy is non-negotiable
The pharmaceutical industry deals with highly sensitive patient data, so privacy and security aren’t just nice-to-haves; they are mandatory. Violating HIPAA or GDPR compliance or experiencing a data breach can damage customers’ trust. That’s why using aggregated data is crucial to minimizing risks.
However, the quality of the data at the surface level isn’t enough to instill confidence. To maintain data integrity, constant testing and optimization are vital. This may involve using synthetic data sets that accurately mimic real-world results without jeopardizing the security of actual patient information. Fortunately, several tools, such as LogicManager and OneTrust, are available today that enable automatic compliance validation, ensuring that secure data equates to reliable data. By prioritizing these practices, companies can build trust while safeguarding sensitive information.
2. Too much personalization can be off-putting
There’s a fine line between being helpful and being intrusive. If personalization feels too aggressive, especially when it involves personal health information, it can have the opposite effect intended.
Imagine a pushy salesperson showing up at your front door or spamming your mobile device with daily marketing calls. You don’t want to come on too strongly by leading with your promotional message too soon. A better approach? Treat your customers like the professionals they are and lead with an idea that solves a real-time issue without coming across too casually.
3. Not personal enough isn’t great, either
Even with daily content updates, generic messaging doesn’t cut it. If your message doesn’t speak to their specific interests or needs, it’s likely to be discarded.
This comes with a thoughtful blend of empathy, strategy, and results. You may hear the term “modular content” getting tossed around a lot these days. That’s because it is based on the unique needs and wants of the individual. For instance, asking HCPs about their communication frequency preferences or what topics are most important to them.
4. Don’t just make some noise, add value
If your communication is all about upselling without the backup of scientific data, HCPs will tune out. They want content that is useful and patient-centric and are not interested in yet another elevator pitch.
The focus lies in value-first content. Think of the expression “quality over quantity.” That logic can easily be applied when we consider how best to optimize results for an audience that is time-crunched. Healthcare is one of the busiest and most challenging professions to engage in, so mobile play is often the most accessible option for doctors who are always on the move.
5. Communication is a two-way process
Digital engagement should be a two-way street. If pharma companies aren’t encouraging feedback or interaction, they’re missing a significant opportunity to build relationships and subsequently capitalize on those relationships.
It’s a delicate balance between guiding HCPs in the right direction while allowing them to make decisions based on their unique desires. Post-engagement is important, too, as a means of following up to understand what’s working and what isn’t, and adapting accordingly based on feedback loops.
6. Meet HCPs where they are
Everyone has their preferred way of communicating, whether it's through email, social media, attending conferences, or other methods. If you're not engaging on the channels your audience uses, you might be falling behind.
It may be 2025, but face-to-face interactions still top the list, followed by email. The same likely applies to patients who prefer talking to their doctor in person rather than through a virtual call, where distractions are more common. Interestingly, post-COVID, nearly 87% of physicians have adopted a hybrid approach or are at least offering remote appointments.
7. A unilateral view
If you are looking at piecemeal data from several competing sources, it’s challenging to get a clear picture of the individual’s needs at their very core, making true personalization almost impossible to achieve.
The most reliable data often comes from prescribing behavior (e.g., frequency, drug class, patient volume). Segmentation is an important tool for predictive analytics and anticipating the needs of HCPs.
8. Playing it safe
Pharma is a highly regulated space facing more and more scrutiny each day, which can make companies hesitant to change their strategies. This resistance causes innovation to take a back seat in the name of compliance.
No one likes the prohibitive means of compliance regulations at their core, though guardrails are there for a reason. Embracing these frameworks as a means of building trust is a positive mentality to have when you build a personalized approach.
9. Bad data leads to poor customization
If your data isn’t accurate or well-managed, your personalization efforts will miss the mark. Always consider the source.
Regulatory-approved resources and peer-reviewed materials are obviously preferred. Collaborating with regulatory and legal entities can ensure you are using the most viable information.
10. Just a little of that human touch
Data is key, but it’s not everything. Personalization should be tailored based on patient preferences and medical history, which is instrumental in truly understanding and adhering to behavioral targeting measures.
Essentially, engagement should feel like a natural conversation. Acknowledge the expertise of your physician audience, but be empathetic and offer the ability to opt in to touchpoints. The trick is to listen and adapt accordingly. Treat HCPs the way you want to be treated, customize your approach, and adjust, adjust, adjust!
Final thoughts
Personalization in pharma enhances HCP engagement. However, it is fraught with challenges like maintaining privacy, over-personalization, and ensuring messages are relevant. A focus on providing valuable, data-driven content and fostering two-way communication is essential. Additionally, companies must connect with HCPs on their preferred channels and adapt approaches based on feedback. Balancing these elements can lead to improved relationships and ROI in a rapidly evolving pharma landscape.
