Precision at Scale: Personalizing HCP Engagement in an Organized Customer-Driven Environment

Let’s start with some real talk: “omnichannel” is everywhere. It’s the buzzword du jour—aspirational for most organizations, but often overused and underdelivered. Nearly every presentation at industry conferences touts omnichannel as the solution, yet few address the real challenge: how do we actually drive meaningful engagement in a world dominated by organized customers?

Reaching HCPs in an Organized Customer Environment—With Relevance

Organized customers—large health systems, integrated delivery networks (IDNs), and large consolidated groups (LCGs)—are both a tremendous opportunity and a significant barrier. They’re more difficult to access than ever before. So, the question isn’t just “how do we do omnichannel?” It’s “how do we reach clinicians who are part of these organized environments in ways that go beyond the traditional email, display, EHR, and website tactics?”

Industry data shows that access to clinicians is shrinking—60% of HCPs now restrict access to sales reps, and the average rep only gets in 4–6 times per year per doctor. The rise of the digital rep is real, but what’s missing is genuine relevance. The conversation shouldn’t be relegated to formulary status or branded collateral—it should be about moving patient outcomes and provider experience at scale.

The Focus: Strategic Partnerships Aligned to the Quintuple Aim

The path forward is rooted in strategic partnerships between pharma and organized customers. Success means aligning with health system leadership around the Quintuple Aim in areas of mutually aligned interest:

The Quintuple Aim:

1. Reducing costs
2. Enhancing HCP work life
3. Advancing health equity
4. Improving patient experience
5. Improving population health

This approach requires both a top-down(ie, C/D Suite) and bottoms-up collaboration, with mutually aligned objectives that create real value for clinicians, patients, and pharma.

What Does “Good” Look Like in Omnichannel Engagement with HCPs in an Organized Customer Environment?

Best-in-class omnichannel engagement for HCPs within organized customer environments goes far beyond simply adding more channels. Here’s what “good” truly looks like:

• Relevance Over Volume: Deliver content and experiences that matter to clinicians, tailored to their unique needs and in context within their health system’s objectives.
• Strategic Partnerships: Build trust and credibility by aligning objectives with health system leadership, focusing on areas of mutually aligned interest.
• System-Wide Educational Programs: Develop educational initiatives that span entire health systems, centering on topics where both the pharma organization and brand have shared goals. Brand-adjacent content fosters trust and opens doors for deeper collaboration.
• Data-Driven Personalization: Use behavioral insights, influence mapping, and feedback loops to identify and engage the right key opinion leaders (KOLs) and digital opinion leaders (DOLs). Personalize outreach and programming to maximize impact and relevance.
• Connected Experiences: Create seamless journeys for HCPs—where education, peer-to-peer learning, and ongoing support are integrated, not siloed.
• Experiential Learning: Incorporate interactive, game-based learning (ie, via Relevate Health Games) to drive engagement and retention. HCPs prefer learning through play, and experiential formats have been shown to improve performance and understanding.
• Continuous Engagement: Move beyond one-off interactions to sustained, value-added relationships—reinforced through ongoing education, digital tools, and compliant follow-up.
• Omni Reinforcement: Ensure that key messages and learning are reinforced across multiple touchpoints and formats, supporting long-term behavior change and partnership.

When omnichannel engagement is approached as a philosophy—centered on the clinician’s experience, learning, and outcomes—it transforms organizations from mere manufacturers to true partners in care delivery and supports improved outcomes.

If you’re ready to move beyond table stakes and create connected, relevant experiences for your targeted HCPs within organized customers, let’s talk. I’d love to hear from you.