What Do HCPs Want from Pharma?

In a pharma landscape increasingly shaped by digital transformation and information overload, a new joint report from Impiricus and CMI Media Group offers a timely look into what HCPs actually want from pharma brands.

Based on an SMS-deployed survey of physicians and advanced practice providers across key specialties, the report surfaces candid insights into how healthcare professionals (HCPs) want, and need, to collaborate with pharmaceutical companies in 2025.

At a time when providers are grappling with soaring patient expectations and compressed clinical workflows, the message from the field is clear: support must be timely, targeted, and above all – useful.

HCPs Want Clear Education and Practical Support

Survey results show that 43% of HCPs want pharma to prioritize educational support, particularly in the form of accessible clinical data, real-world evidence, and updated treatment guidelines. Financial and coverage assistance ranked a close second, at 39%, underscoring a continuing frustration with affordability and insurance complexity.

The report includes perspectives from frontline clinicians emphasizing a need for actionable insights delivered through efficient platforms. As one dermatologist from California stated:

“Offering AI-driven decision support tools, personalized treatment recommendations, and streamlined access to drug information would be highly beneficial. Additionally, enhanced collaboration through digital platforms and expert consultations could further improve patient outcomes.”

Dermatologist, California

Another physician, Dr. Osama Hashmi, a practicing dermatologist and co-founder of Impiricus – summed up a wider shift in the pharma-HCP relationship:

“It’s not longer about the free lunch. It’s about the patient in my room who can live a better life because of a resource or opportunity pharma can provide.”

Dr. Osama Hashmi

A Recalibrated Relationship

While the report details a broad appetite for education and financial resources, it also points toward a more strategic evolution in engagement models. HCPs are increasingly expecting tools that integrate with their clinical environment, from AI-based summarization of trials to field reps who can assist with real-time access issues.

The implication for pharma is that delivering value now requires deeper alignment with clinical context, not just marketing efficiency. Communication must be nimble, evidence-based, and tailored to decision moments, not campaign timelines.

solli’s Final Thoughts

This report reinforces what many in the industry have suspected: HCPs are not resisting pharma engagement; they’re resisting irrelevance. What they’re asking for is purposeful partnership.

For pharma marketers, media & medical affairs teams, this is an opportunity to shift from messaging to utility, from frequency to precision. In a world of infinite information, the winners will be those who offer clarity – at speed, in context, and with care.

To read the full report click here.