The past half‑decade has reshaped pharma commercialisation more dramatically than the ten years prior. The pandemic accelerated digital adoption, we’ve seen the rise of AI, drastic shifts in market dynamics and HCP expectations have evolved. All contributing to creating a different perspective on how we optimise a brand to boost commercialisation.
Access to healthcare professionals tightened dramatically for rep-first engagement strategies. Only ~45% of HCPs are accessible to biopharma today ¹, down from around 60% 18 months earlier. This model has shifted as a result and moved us toward coordinated, connected omnichannel engagement strategy.
UK life sciences teams are seeing the same change that ON24 reports globally: digital registrant‑to‑attendee conversion up ~61%, with ~55% of HCPs preferring to watch on‑demand. A behaviour we observe consistently across our webinar and hybrid event programmes.
How commercialisation will shift over the next 5 years
If the last five years were defined by disruption and adaptation, the next five will be defined by intelligence, orchestration and speed. The fragmented roles of the 2020s: sales, MSLs, KAMs, omnichannel and digital will need to consolidate into orchestrated customer teams with shared KPIs. Traditional siloed models will erode as HCPs increasingly expect a seamless, intelligent flow of information.
You need a robust strategy paired with a compliant digital infrastructure and a host of connected brand optimisation tools to ready drive home your KPIs.
What to focus on to get you ahead
Advisory boards that move markets
In an increasingly crowded market, brands can no longer rely on assumptions or historical insight. Advisory boards provide the strategic intelligence required to differentiate, respond to emerging challenges and accelerate adoption.
We design and deliver structured, ABPI‑compliant advisory board programmes that generate independent, credible insight from respected KOLs and governance leaders. From early lifecycle strategy through to launch, optimisation and access challenges, our approach ensures the right experts are asked the right questions to produce the right outputs, giving you a clear, evidence‑based direction for brand progression.
Optimise brand prescribing by ensuring your brand is accurately listed across clinical systems
Hidden errors and inconsistencies in a brand’s listing in clinical systems can have significant impact on brand prescribing. Even without errors in the process of listing a brand, there are occasions when a brand just doesn’t get listed or is incorrectly listed in the clinical system meaning HCPs don’t have clear visibility or the ability to prescribe appropriately. Regardless, of a great strategy or great promotional activities, there is a high likelihood your brand will underperform. With limited visibility of clinical systems, these issues go unnoticed until pharma companies receive feedback from their customers or they see an impact on a brands performance. So how can we help to identify potential issues before they impact on your commercial success?
Our Brand Heath Check is designed to optimise a brand’s listing in the clinical systems to ensure patients have appropriate access to your brand at the point of prescribing. It adds value whether you are launching a brand, your brand is underperforming or you are considering debranding. We offer an end‑to‑end diagnostic service, which identifies errors and inconsistencies which may be barriers to prescribing, or it may simply be you have peace of mind that your brand listing has been optimised. The Brand Health Check gives you a comprehensive report, highlighting key findings to optimise your brands listing on the clinical system which have a direct influence on day‑to‑day prescribing decisions.
Build the digital infrastructure that powers growth
Without compliant, structured, CRM‑ready consent, you limit targeting, personalisation and measurement and miss opportunities to re‑engage HCPs meaningfully at scale.
Our digital consent app turns every HCP interaction into actionable data. Combining ABPI governance with real‑time capture and CRM integration, it strengthens data integrity, improves segmentation accuracy and enables personalised next‑best‑action journeys across your ecosystem and ultimately provides a stronger omnichannel performance.
A modern omnichannel strategy is only as strong as the data that underpins it.
Engage HCPs the right way with high impact mailers
Email remains one of pharma’s highest‑performing channels for reach, relevance and repeat engagement. But impact only comes when campaigns are targeted, compliant and tailored to the behaviours of consented clinicians.
Our HCP mailer programme gives you access to ABPI‑ and GDPR‑compliant audiences, combined with professionally crafted content that captures attention and drives meaningful action. Every campaign is optimised across segmentation, sequencing and messaging to maximise performance and create sustained engagement across the prescribing journey.
Virtual is king when it comes to education
HCPs want education on their terms, not yours. On‑demand consumption now exceeds live attendance and the most effective brands are those that provide high‑quality, clinically relevant content through accessible, digitally mature formats that clinicians can revisit when they need it.
Our virtual engagement services deliver fully produced, ABPI‑compliant webinars supported by connected on‑demand hubs, automated nurture journeys and insights that feed field activity. From single promotional events to multi‑wave educational programmes, we design experiences that capture attention, build clinical confidence and influence prescribing behaviour which turns every event into a long‑term engagement asset.
The last five years reshaped the commercial landscape; the next five will redefine it again. Brand optimisation in 2026 is no longer about better branding or broader reach. It’s about precision, sequencing, intelligence and implementation.
Get in touch with today to discuss how we can help you accelerate your brand growth.
References:
¹ https://www.veeva.com/resources/veeva-pulse-field-trends-report-1q24/
