Understanding HCP Engagement in Italy and Europe
Table of content
- 1. The Alignment Gap: Preferences vs. Reality
- 2. Face-to-Face Engagement Remains Crucial
- 3. The Hybrid Evolution
- 4. Specialty and Care Setting Influence Preferences
- 5. Age and Generational Factors
- 6. Country and Cultural Differences
- The Importance of HCP Personas
- Strategic Implications for Life Sciences Companies
- Conclusion
Author
May Khan leads the Compliance Services team at Vector Health, a SaaS company specializing in life sciences compliance. Her experience includes global transparency reporting, Sunshine Act strategy, and HCP risk monitoring. At Vector, she coordinates cross-functional teams dedicated to data integrity, customer service, and regulatory alignment.
Vector Health Compliance
Il principale partner in Italia per la conformità al Sunshine Act
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Cosa le aziende italiane devono imparare dagli audit internazionali
Healthcare professionals (HCPs) across Europe are rethinking how they prefer to engage with pharmaceutical and medical companies, according to a study conducted by IQVIA. The findings highlight evolving preferences, the importance of face-to-face interaction, and the need for more targeted, data-driven engagement strategies.
For Italy in particular, these insights reveal both opportunities and challenges for life sciences companies seeking to optimize HCP and healthcare organization (HCO) engagement.
1. The Alignment Gap: Preferences vs. Reality
One key observation is a misalignment between HCPs’ preferred channels of engagement and the interactions they actually receive. In many European markets, this gap is significant, suggesting that traditional engagement strategies may not be meeting HCP needs effectively.
In Italy, however, alignment is relatively high, indicating that companies are largely meeting HCP expectations. This reflects the continued preference for in-person interactions and shows that well-planned field engagement remains highly effective.
2. Face-to-Face Engagement Remains Crucial
Despite the rise of digital channels, face-to-face (F2F) interactions remain the most preferred method of engagement. In Italy and Spain, nearly half of HCPs’ preferred interactions are individual, in-person visits. Conferences and other professional events also continue to play an important role.
While digital channels like email are gaining traction, and remote video interactions are slowly increasing, F2F engagement remains the backbone of relationship-building, particularly in markets with older HCP populations.
3. The Hybrid Evolution
HCPs’ preferences have evolved since the pandemic. While in-person interactions are still valued, there is also a growing acceptance of hybrid approaches that combine traditional visits with digital communication. HCPs increasingly appreciate flexibility, preferring to engage through a mix of channels depending on the context, type of content, or time availability.
4. Specialty and Care Setting Influence Preferences
Engagement preferences vary considerably by specialty and care setting:
- Specialties such as dermatology, ophthalmology, and rheumatology show high alignment with preferred channels.
- Others, including nurses, hematologists, and oncologists, tend to experience lower alignment.
- Primary care HCPs generally prefer 1:1 F2F interactions, while secondary care specialists may favor conference participation over individual visits.
This indicates that segmenting engagement strategies by specialty and care setting is critical to achieving meaningful interactions.
5. Age and Generational Factors
Age is another significant driver of channel preference:
- Older HCPs (“digital immigrants”) favor face-to-face visits more than younger “digital natives,” who are more open to digital formats.
- In Italy, the higher proportion of older HCPs helps explain why F2F engagement remains highly effective and preferred.
As younger HCPs enter the workforce, companies will need to gradually integrate more digital strategies while maintaining strong in-person engagement.
6. Country and Cultural Differences
Country of practice is the most important factor shaping HCP engagement preferences. Italian HCPs, in particular, strongly favor in-person interactions, while other European markets show greater variability and higher adoption of digital channels. Cultural norms, regulatory environment, and historical practices all influence how HCPs want to be engaged.
The Importance of HCP Personas
Building detailed, data-driven HCP personas is essential for effective engagement:
- Segment HCPs by country, specialty, age, and care setting.
- Incorporate historical engagement patterns and preferred interaction frequency.
- Use these personas to guide channel selection, timing, and content of communications.
This approach ensures that outreach is tailored, efficient, and more likely to be well-received.
Strategic Implications for Life Sciences Companies
Based on these insights, companies operating in Italy and Europe should consider:
- Maintaining strong F2F capabilities while integrating digital channels for hybrid engagement.
- Segmenting HCPs carefully by specialty, age, care setting, and country to maximize alignment with preferences.
- Customizing content and timing according to HCP personas rather than applying a one-size-fits-all approach.
- Orchestrating interactions across channels to deliver messages effectively without overwhelming HCPs.
- Continuously monitoring preferences and outcomes to adjust strategies in response to shifting behaviors and generational changes.
Conclusion
HCP engagement is evolving, but traditional face-to-face interactions remain central in Italy. By leveraging detailed HCP personas and adopting a hybrid, data-driven approach, life sciences companies can align their strategies with what HCPs truly want. The result is more meaningful engagement, stronger relationships, and better long-term outcomes for both healthcare professionals and the patients they serve.
Table of content
- 1. The Alignment Gap: Preferences vs. Reality
- 2. Face-to-Face Engagement Remains Crucial
- 3. The Hybrid Evolution
- 4. Specialty and Care Setting Influence Preferences
- 5. Age and Generational Factors
- 6. Country and Cultural Differences
- The Importance of HCP Personas
- Strategic Implications for Life Sciences Companies
- Conclusion
Cosa le aziende italiane devono imparare dagli audit internazionali
Healthcare professionals (HCPs) across Europe are rethinking how they prefer to engage with pharmaceutical and medical companies, according to a study conducted by IQVIA. The findings highlight evolving preferences, the importance of face-to-face interaction, and the need for more targeted, data-driven engagement strategies.
For Italy in particular, these insights reveal both opportunities and challenges for life sciences companies seeking to optimize HCP and healthcare organization (HCO) engagement.
1. The Alignment Gap: Preferences vs. Reality
One key observation is a misalignment between HCPs’ preferred channels of engagement and the interactions they actually receive. In many European markets, this gap is significant, suggesting that traditional engagement strategies may not be meeting HCP needs effectively.
In Italy, however, alignment is relatively high, indicating that companies are largely meeting HCP expectations. This reflects the continued preference for in-person interactions and shows that well-planned field engagement remains highly effective.
2. Face-to-Face Engagement Remains Crucial
Despite the rise of digital channels, face-to-face (F2F) interactions remain the most preferred method of engagement. In Italy and Spain, nearly half of HCPs’ preferred interactions are individual, in-person visits. Conferences and other professional events also continue to play an important role.
While digital channels like email are gaining traction, and remote video interactions are slowly increasing, F2F engagement remains the backbone of relationship-building, particularly in markets with older HCP populations.
3. The Hybrid Evolution
HCPs’ preferences have evolved since the pandemic. While in-person interactions are still valued, there is also a growing acceptance of hybrid approaches that combine traditional visits with digital communication. HCPs increasingly appreciate flexibility, preferring to engage through a mix of channels depending on the context, type of content, or time availability.
4. Specialty and Care Setting Influence Preferences
Engagement preferences vary considerably by specialty and care setting:
- Specialties such as dermatology, ophthalmology, and rheumatology show high alignment with preferred channels.
- Others, including nurses, hematologists, and oncologists, tend to experience lower alignment.
- Primary care HCPs generally prefer 1:1 F2F interactions, while secondary care specialists may favor conference participation over individual visits.
This indicates that segmenting engagement strategies by specialty and care setting is critical to achieving meaningful interactions.
5. Age and Generational Factors
Age is another significant driver of channel preference:
- Older HCPs (“digital immigrants”) favor face-to-face visits more than younger “digital natives,” who are more open to digital formats.
- In Italy, the higher proportion of older HCPs helps explain why F2F engagement remains highly effective and preferred.
As younger HCPs enter the workforce, companies will need to gradually integrate more digital strategies while maintaining strong in-person engagement.
6. Country and Cultural Differences
Country of practice is the most important factor shaping HCP engagement preferences. Italian HCPs, in particular, strongly favor in-person interactions, while other European markets show greater variability and higher adoption of digital channels. Cultural norms, regulatory environment, and historical practices all influence how HCPs want to be engaged.
The Importance of HCP Personas
Building detailed, data-driven HCP personas is essential for effective engagement:
- Segment HCPs by country, specialty, age, and care setting.
- Incorporate historical engagement patterns and preferred interaction frequency.
- Use these personas to guide channel selection, timing, and content of communications.
This approach ensures that outreach is tailored, efficient, and more likely to be well-received.
Strategic Implications for Life Sciences Companies
Based on these insights, companies operating in Italy and Europe should consider:
- Maintaining strong F2F capabilities while integrating digital channels for hybrid engagement.
- Segmenting HCPs carefully by specialty, age, care setting, and country to maximize alignment with preferences.
- Customizing content and timing according to HCP personas rather than applying a one-size-fits-all approach.
- Orchestrating interactions across channels to deliver messages effectively without overwhelming HCPs.
- Continuously monitoring preferences and outcomes to adjust strategies in response to shifting behaviors and generational changes.
Conclusion
HCP engagement is evolving, but traditional face-to-face interactions remain central in Italy. By leveraging detailed HCP personas and adopting a hybrid, data-driven approach, life sciences companies can align their strategies with what HCPs truly want. The result is more meaningful engagement, stronger relationships, and better long-term outcomes for both healthcare professionals and the patients they serve.
Author
May Khan guida il team Compliance Services di Vector Health, società SaaS specializzata nella compliance per il settore life sciences. La sua esperienza include il reporting sulla trasparenza a livello globale, la strategia legata al Sunshine Act e il monitoraggio dei rischi relativi agli HCP. In Vector coordina team interfunzionali dedicati all’integrità dei dati, al servizio clienti e all’allineamento normativo.
Vector Health Compliance
Il principale partner in Italia per la conformità al Sunshine Act
Cerchi supporto per la compliance al Sunshine Act?
Hai domande pratiche?
Dai un’occhiata alla nostra sezione Domande Frequenti per risposte chiare su scadenze, obblighi e strategie.