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 channel 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. Over30,000 HCPsacross 36 countries are recruited to ChannelDynamics specialistpanels. Participantscontinuously fulfil an online daily diary, recording their Inputs areprocessed and projectedto show promotional contact volume, Life science companies need benchmark insights into where their brands stand inthe competitive landscape. ChannelDynamics data provideessential benchmarks ChannelDynamics coverage 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 interactionsand 7 of the top 10 leading companiesincreasedchannel spendin MAT Q2 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 adopt 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 even In-personsales force investmentwasup in MAT Q2 2025. IQVIA ChannelDynamics Global Reference 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 digital •Sales Representatives: Receive real-time guidance on whether an HCPprefers a quick video call, an email with clinical data, or an in-person visit. •Key Account Managers (KAMs): Coordinate multi-stakeholder strategiesacross hospital systems, aligning outreach with institutional priorities and •Medical Scientific Liaisons (MSLs): Identify when scientific discussionsare best delivered via virtual advisory boards versus face-to-face Global promotionalspendingincreaseon MAT Q2 2025 This approach ensures that every interaction iscontextual, compliant, and 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. This •Track engagement across channels without duplication. •Maintain consistent messaging across sales, medical, and account teams. •Adapt strategies dynamically based on real-time feedback and The result is aseamless experience for HCPs, who receive relevant Operational Impact Summary Channel optimization is not just about convenience - itdrives measurableoutcomes. By reducing time spent on ineffective outreach and focusing on In 2025, pharmaceutical engagement is defined bypersonalization and channelagility. Agentic AI enables organizations to move beyond static call plans to dynamic, Global: Promotional investment Snapshots MAT Q2 2025 Non Personal EngagementPharma spending$19.9 bn+7.6%vs MAT Q2 2024 Global: Investment by channel Global: Investment Corporation, brand & therapy area, MAT Q2 2025 Global: Analysis on the top 15 companies Global: Omni personal vs. omni non-personal investment growth Global: Sales force effectiveness metrics Global: Source of digital engagement MAT Q2 2025 Internet engagement An interactive, self-guided or automatedpresentationthat you can access and view anytime.How did you arrive at this presentation? Recommendation from RepRecommendation from a colleagueOwn online search An automated or pre-recordedbroadcast eventthat you could access and view anytime.How did you arrive at this presentation? Recommendation from RepRecommendation from a colleagueOwn online search In 63% of cases, interactive, self-guided presentations found by HCPs doing their own online research which is complemented by 24% discovering content via an email link.40% of the time, HCPs arrived at pre-recorded broadcast events via an email link and, on 76% of these occasions, the link also contained a selection of other online resources. Global: Channel preference Global: Digital profile Global: Oncology investment Corporation, brand & cancer type, MAT Q2 2025 Global: Channel volume trends Cal Yr 2019 to