New rules. New channels. New momentum.
Medical innovation is accelerating, and so are the expectations for pharma to translate complex data into meaningful, measurable engagement with healthcare professionals (HCPs). In 2026, success won’t hinge on the amount of data generated, but on how effectively data will drive clinical impact.
Across the industry, leading teams are shifting from information delivery to insight-driven engagement. They’re not just sharing science; they’re shaping how it’s experienced, understood, and applied. Here are 3 shifts to act on now.
Shift 1: From delivering information to designing experiences
Traditional touchpoints like meetings, publications, and field interactions are entry points to HCP engagement. HCPs now expect scientific information to meet them where they are, on their own time, in their preferred format, and across interconnected live, virtual, and on-demand channels.
Results from a recent survey1 indicated that 72% of HCPs search for medical information relevant to their field either every day or 2 to 3 times per week. That finding confirms why the classic “live event plus leave-behind” model underperforms: it simply cannot match the speed or accessibility clinicians require.
Hybrid engagement has become the norm, blending congress presence with digital follow-ups, micro-learning, and interactive experiences that make data usable at the bedside.
JB Ashtin suggests: Reviewing where live, virtual, and on-demand experiences connect or compete. Repurpose 1 or 2 high-value assets (eg, MOA visual or pivotal publication) into short, interactive formats that extend visibility long after a congress, webinar, or other event ends.
Shift 2: From volume to value: building a connected, compliant scientific platform
As communication channels multiply, having more content does not guarantee your message is conveyed effectively. Ensure that your scientific platforms are shared cross-functionally and link every message and tactic through a shared lexicon and evidence base.
A clear, consistent scientific platform ensures that each message ties to verifiable data, aligns with regulatory expectations, and is easily approved by MLR. McKinsey & Company2 highlights the growing role of cross-functional collaboration and analytics in medical affairs to connect data with engagement. This evolution reinforces the need for integrated communication structures that protect data integrity and message alignment across all channels.
JB Ashtin suggests: Establishing a unified scientific platform that defines core messages, supporting data, boundary statements, and lexicon before beginning any tactic. We work with clients to gain input and develop messages to ensure clarity, balance, and substantiation. We also build lexicons and specialty-based messaging to ensure that the various pharma teams tell the same compliant and confident story.
Shift 3: From post-launch amplification to continuous connection
HCP engagement is no longer tied to publication or launch milestones; it’s an ongoing process that starts well before launch and continues across channels. The shift toward continuous connection reflects how HCPs consume scientific content today: in shorter, more frequent bursts, often through digital and mobile platforms.
According to the 2024 HCP Digital Affinity Report published by Indegene,3 physicians, while still tied to traditional channels, are increasingly engaged through webinars, video learning, and mobile formats. In a blog published by IQVIA, findings from a 2025 analysis4 confirm that omnichannel strategies are now standard, and mobile engagement continues to rise. These trends underscore the need for a communication strategy that is always on, agile, and ready to meet clinicians where they are.
JB Ashtin suggests: Treating communication planning as a dynamic process that evolves with your data. Use Integrated Medical Communications Strategy (IMCS) workshops to align clinical, medical affairs, and commercial teams early, ensuring that every milestone is matched with the right message, format, and channel. “Evidence-to-education” sessions can help translate complex data into usable insights that reach the right audience, compliantly and on time.
Compliance in motion
Innovation means nothing without integrity. At JB Ashtin, we help clients plan early while staying within the guardrails of scientific exchange and regulatory compliance. Our teams anticipate what MLR reviewers will want to see, ensure every message is accurate and balanced, and maintain traceability so verifiable sources support every claim.
Where to start now
- Plot your HCP journey across touchpoints, not just where you talk but where they engage.
- Build a message map that links your scientific story to key audiences, formats, and channels.
- Plan earlier by embedding an IMCS alongside clinical and publication planning.
Science, strategy, and heart — still the winning formula
At JB Ashtin, we help pharma innovators connect science, strategy, and heart to build trusted engagement that inspires confidence and drives change. Whether you’re launching a new therapy or amplifying existing data, our approach ensures your communications evolve in sync with your science and remain compliant.
When your message is clear, your strategy is aligned, and your science is ready, you not only keep up with the field, but you also move it forward.
Contact us about support for 2026!
References
- How do healthcare professionals access information? Three take-aways from our global survey. Wiley. 2023. Accessed December 8, 2025.
- Evers M, Suresh B, Westra A, Zemp A. A vision for medical affairs in 2025. McKinsey & Company. June 12, 2019. Accessed December 8, 2025.
- Kappor G, Singh G, Kovilakath N, Puranik A. 2024 HCP digital affinity report: shaping the future of engagement. 2024. Accessed December 8, 2025.
- Verburg-Williams M. Reaching Healthcare professionals in 2025: what hospital marketers need to know. IQVIA. September 9, 2025. Accessed December 8, 2025.