Telehealth was never meant to be a disruptor. But it became one.
When the COVID-19 pandemic forced the healthcare system online, it rewired patient behavior, physician engagement, and the pharmaceutical industry’s marketing infrastructure. Most pharma brands still haven’t recalibrated. And for those that have, many are moving in fragmented directions without a clear digital roadmap.
If you’re in pharma marketing, you’re no longer just targeting prescribers. You’re navigating new digital care pathways, virtual visits, and fragmented decision-making moments. The telehealth wave has altered when, how, and where brands can influence treatment decisions.
This shift is not temporary. Telehealth is here to stay, and it’s reshaping pharma marketing strategies in ways the industry is only beginning to quantify.
Telehealth Isn’t a Trend. It’s the New Baseline.
The numbers make the case:
- According to McKinsey, telehealth utilization in the U.S. stabilized at 38x pre-COVID levels in 2021 and has maintained steady use since. Source
- A 2023 report by FAIR Health showed that 5.4% of all medical claim lines were for telehealth services — a 2,500% increase from 2019. Source
- 92% of patients are satisfied with telehealth experiences, according to J.D. Power’s 2023 U.S. Telehealth Satisfaction Study. Source
Patients and physicians are not retreating from telehealth. Pharma marketers must accept this as the permanent terrain.
Why Telehealth Matters for Pharma Marketing
Pharma marketing traditionally focused on:
- In-person detailing
- Conferences and congresses
- Print materials
- In-office patient education
Telehealth disrupts these touchpoints.
- Reps have reduced access to physicians.
- Patients spend less time in clinics.
- Digital content often competes with EMR interfaces and provider platforms.
This means fewer face-to-face interactions and more reliance on embedded digital strategies. The physician no longer holds sole power in the prescribing moment. Algorithms, protocols, and even patient preferences play greater roles.
New Pharma Marketing Imperatives in the Telehealth Era
- Rebuild the Digital Physician Journey
Marketers must redesign how they reach and influence physicians in a virtual environment.
- Integrate brand messaging within Electronic Medical Record (EMR) systems.
- Place content within telehealth platforms like Teladoc Health, MDLIVE, and Amwell.
- Use non-personal promotion (NPP) to deliver personalized, timely messages.
- Target the EHR Workflow
According to a Sermo survey, 72% of physicians say EHR-integrated messaging influences their prescribing behavior. Marketers should:
- Work with EHR vendors to create compliant in-platform messaging.
- Time messages during pre-visit planning or e-prescription moments.
- Optimize for Shorter Decision Windows
Telehealth consults are often 10-15 minutes. Patients arrive more prepared. Physicians make decisions faster. Pharma content must:
- Deliver microlearning modules
- Provide concise prescribing info
- Use dynamic visual aids
- Rethink Patient Support Programs (PSPs)
Remote patients need digital onboarding, adherence tools, and omnichannel access. Effective PSPs now include:
- Text-based medication reminders
- Mobile-first starter kits
- Virtual nurse check-ins
- Own the Virtual Waiting Room
Platforms like Doximity, Zocdoc, and even Zoom offer pre-visit touchpoints. Use them to:
- Educate patients before the consultation
- Provide condition-specific tools
- Encourage branded treatment conversations
Case Studies: Pharma Adapting to Telehealth
- Pfizer and Veeva Engage
Pfizer rapidly adopted Veeva Engage to deploy virtual reps during lockdowns. These reps now complement in-person visits, reaching 60% more HCPs monthly.
- Sanofi and EMR Targeting
Sanofi partnered with Practice Fusion to embed prescribing nudges during flu season. This led to a 12% lift in vaccination rates.
- Novo Nordisk’s Remote Obesity Coaching
Novo Nordisk introduced virtual care pathways for its obesity drugs. Their platform integrates with remote dietitians and nurse educators. Patient retention improved by 22%.
What the Data Says
- 61% of physicians say digital engagement from pharma has improved since 2020. But only 12% say it’s highly effective. Source
- 74% of patients are more likely to start or switch to a medication if they receive digital support tools. Source
- Doximity reports that telehealth-related pharma ads on its platform see 2x higher engagement than traditional display ads. Source
The opportunity is clear, but execution is uneven.
What You Should Be Doing Now
Start with these actionable changes:
- Audit digital assets for telehealth compatibility. Are your prescribing guides optimized for small screens? Are your PSPs mobile-friendly?
- Reallocate sales force budgets. Invest in virtual detailing, inside sales, and digital rep training.
- Engage platform partners. Form partnerships with telehealth providers, EHR platforms, and digital health startups.
- Build modular content. Telehealth environments are dynamic. Your content should be quick to deploy and easy to adapt.
- Track new metrics. Move beyond impressions. Focus on digital HCP engagement time, in-platform interactions, and eRx lift.
Strategic Questions to Consider
- Are you measuring brand visibility within digital clinical workflows?
- Can you map how patients encounter your brand before and during a virtual consult?
- What new decision-makers or influencers are emerging in telehealth care teams?
- How does your product’s story fit into 10-minute digital consults?
Looking Ahead: Competitive Advantage Through Telehealth Mastery
The winners in the next decade of pharma marketing will not be those who shout louder. They’ll be those who embed more deeply — into platforms, into workflows, into lives.
This isn’t a pivot. It’s a re-architecture.
Telehealth is no longer just a new channel. It’s a new healthcare context.
If you’re still treating it like an add-on, you’re already behind.
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