2025年渠道动态全球参考报告：12月刊

ChannelDynamicsGlobal Reference 2025:December Report An annual review of pharmaceuticalsales force and marketing channelperformance July 2024–June 2025 Global overview MAT Q2 2025 As part of IQVIA’s Global Market Insights, ChannelDynamics®offers marketing channel performance metrics across 36 countries. Thispublication provides an overview of MAT Q2 2025 pharmaceutical industry marketing channel trends worldwide and at the country level. About this publication IQVIA ChannelDynamics ChannelDynamics is asyndicated databaseof projected promotional volumemeasures and channel performance metrics at company, indication and brand level.As standard, updated monthly and containing 7 years of historical data. Over30,000 HCPsacross 36 countries are recruited to ChannelDynamics specialistpanels. Participantscontinuously fulfil an online daily diary, recording theirengagement with life-science communication channels. Inputs areprocessed and projectedto show promotional contact volume,investment by channel and panelist perception of the content. Life science companies need benchmark insights into where their brands stand inthe competitive landscape. ChannelDynamics data provideessential benchmarksof marketing strengths and weaknesses, trends and overall competitiveperformance. ChannelDynamics coverage Over35countries:North America, Europe, LATAM,APAC, Middle East & North Africa 800therapy areas More than30,000Onekey® panelists 450primary care and specialistpanels 340,000brands Multiple cancer types Multiple indications Global overview MAT Q2 2025 Channel Engagement and Agentic AI: How Pharma Connects with HCPs Pharmaceutical engagement strategies in 2025 are shaped by twoconverging trends: the demand forpersonalized, timely interactionsandthe proliferation ofdigital channels. The latest report indicates that globally,healthcare professionals (HCPs) receive about five remote visits per monthon average, alongside ayear-on-year growth of over 15%in digital channelusage. 7 of the top 10 leading companiesincreasedchannel spendin MAT Q22025. Why Channels Matter More Than Ever In addition, HCPs increasingly expect engagement that fits their schedules,preferences, and clinical priorities. This shift has driven companies to adoptAgentic AI, a technology that enables real-time, context-aware insights andsupports omnichannel engagement at scale. Although HCPs still receive approximately 15 in-person visits per month on aglobal basis, they areno longer limited to face-to-face interactions. Theyinteract through a mix of in-person visits, video calls, emails, webinars, anddigital platforms. Preferences vary by specialty, geography, and evenindividual doctor. For pharmaceutical companies, the challenge is tomeetHCPs where they are-whether that’s a hospital ward, a virtual conference,or at a practice meeting - while ensuring compliance and consistency. In-personsales force investmentwasup in MAT Q2 2025. Global overview MAT Q2 2025 Channel Engagement and Agentic AI: HowPharma Connects with HCPs Agentic AI as the Channel Orchestrator Agentic AI plays a pivotal role in enablingchannel-appropriateengagement. It analyses prescribing behavior, past interactions, and digitalactivity to recommend the best channel and timing for outreach. Forexample: •Sales Representatives: Receive real-time guidance on whether an HCPprefers a quick video call, an email with clinical data, or an in-person visit.AI-driven insights reduce guesswork and improve engagement success. •Key Account Managers (KAMs): Coordinate multi-stakeholder strategiesacross hospital systems, aligning outreach with institutional priorities andpreferred communication modes. •Medical Scientific Liaisons (MSLs): Identify when scientific discussionsare best delivered via virtual advisory boards versus face-to-facemeetings, based on KOL engagement patterns. Global promotionalspendingincreaseon MAT Q2 2025 This approach ensures that every interaction iscontextual, compliant, andaligned with HCP expectations. Global overview MAT Q2 2025 Channel Engagement and Agentic AI: How Pharma Connects with HCPs Omnichannel Integration and Unified View Agentic AI consolidates data from CRM systems, formulary records, anddigital engagement platforms to provide asingle customer view. Thisenables teams to: •Track engagement across channels without duplication.•Maintain consistent messaging across sales, medical, and account teams.•Adapt strategies dynamically based on real-time feedback andengagement signals. The result is aseamless experience for HCPs, who receive relevantinformation through the channels they value most. Operational Impact Summary Channel optimization is not just about convenience - itdrives measurableoutcomes. By reducing time spent on ineffective outreach and focusing onpreferred channels, companies report improvements in engagement qualityand resource allocation. AI-driven recommendations can also help maintaincompliance by ensuring that dig