After several days of insightful sessions and real conversations around pharma marketing with industry leaders and data innovators at Fierce Pharma Engage, one thing became clear: HCP engagement is evolving fast — and the brands embracing flexibility, empathy, and smarter data are the ones pulling ahead.
Here are six takeaways that stood out to us during Fierce Pharma Engage 2025!
🩺 1. The Standard NPI List Isn’t Enough Anymore
Most marketers shared that their HCP campaigns still start with a designated NPI list — but that list alone isn’t driving performance like it used to.
Teams are looking for ways to enrich those NPIs with more context — understanding who those providers really are, how they communicate, and what motivates their decisions. The growing interest in audience enrichment was undeniable across the conference.
🔍 2. Context Is the New Currency in HCP Segmentation
It’s not just about reaching a cardiologist or an oncologist anymore — it’s about knowing which cardiologist is likely to adopt new treatments, prefers digital detail aids, or practices in high-volume regions.
The appetite for more granular, behavior-based segmentation continues to grow, especially in competitive or rare disease spaces where every touchpoint matters.
⏱ 3. Timing Is Everything in Dynamic Targeting
Pharma brands are increasingly experimenting with dynamic NPI targeting — adjusting who they engage based on patient journey signals or predicted need.
But the challenge many mentioned? Lack of predictive inputs. What’s needed are smarter ways to anticipate prescriber shifts before they happen — something that will shape the next wave of pharma marketing.
👥 4. Generational Preferences Are Reshaping HCP Engagement
An interesting theme: generational differences among providers are influencing how and where engagement happens.
Millennial and Gen Z HCPs may favor digital-first communication and social media channels, while more tenured providers may respond better to traditional outreach. Understanding these behaviors isn’t just insightful — it’s critical for engagement strategy moving forward.
📊 5. There’s Growing Curiosity About Alternatives to “Legacy” Data
Several conversations hinted at an industry undercurrent: marketers are starting to ask more questions about where their HCP data comes from and whether it reflects the full provider story.
Many are looking beyond the usual suspects, not to replace them, but to complement and expand their data view. It’s a healthy shift — and one that opens doors for greater innovation and personalization.
📈 6. Personalization Isn’t Just for Patients Anymore
The idea that HCPs should be treated like people, not just prescribers came up repeatedly — from mainstage panels to hallway chats.
From understanding a provider’s preferred channels to acknowledging their communication style or practice setting, marketers are beginning to map out a more personalized provider journey — not just a single campaign.
Final Thoughts
This year’s Fierce Pharma Engage made it clear: the bar is being raised. Pharma marketing is no longer just about reaching a role — it’s about understanding the human behind it.
As HCP engagement evolves, it will be those who embrace more dimensional, flexible, and predictive data strategies that lead the way forward.