Channel, Digital, or Physical? Choosing the Right Sales Mix for Your Pharma Brand

Introduction

The pharmaceutical industry is undergoing a significant transformation in how brands engage with healthcare professionals (HCPs). Traditionally, in-person medical representatives (MRs) were the backbone of pharma sales, fostering relationships and driving prescriptions. However, the rapid adoption of digital channels, AI-driven engagement, and hybrid sales models is reshaping industry norms.

According to a 2023 IQVIA report, over 70% of HCPs now prefer digital or hybrid engagement over purely physical interactions. McKinsey & Company estimates that pharma companies using omnichannel engagement see up to a 15% increase in sales effectiveness compared to those relying solely on traditional field sales.

The critical question for pharma leaders today is: Should your brand prioritize physical sales, digital channels, or a mix of both? This article delves into data-driven insights, the pros and cons of each model, and how to craft an optimal sales strategy for sustainable growth.

The Evolving Pharma Sales Landscape

The Shift from Traditional Sales to Digital & Hybrid Models

The pharmaceutical industry has historically relied on face-to-face detailing, with MRs playing a crucial role in educating doctors about new drugs. However, the past decade has seen a shift due to:

• Digital transformation – AI-driven engagement and automation have enabled scalable, personalized outreach.

• Changing physician behavior – A 2022 Accenture survey found that 87% of HCPs now prefer virtual or hybrid engagements, citing convenience and efficiency.

• COVID-19 acceleration – The pandemic forced rapid adoption of digital channels, making virtual interactions a norm.

Despite these changes, physical engagement remains important, particularly for specialized and high-touch therapies. The key lies in striking the right balance between digital and physical channels.

Understanding Sales Channels in Pharma

1. The Traditional Physical Sales Model

For decades, medical representatives (MRs) have been the driving force behind pharma sales, conducting face-to-face meetings with doctors and pharmacists.

Advantages of Physical Sales

• Stronger personal relationships – Trust is built over time through direct interactions.

• Higher impact on high-value drugs – Specialized medicines, such as oncology or biologics, often require detailed discussions.

• Effective for hospital and institutional sales – Large-volume procurement often relies on physical engagement.

Challenges of Physical Sales

• High cost – Maintaining a field force is expensive, with sales reps accounting for up to 30-40% of pharma sales expenses (Bain & Company).

• Limited scalability – MRs can only meet a finite number of doctors per day.

• Declining physician availability – Reports suggest over 60% of doctors have reduced in-person meetings with pharma reps due to time constraints.

2. The Rise of Digital-First Pharma Sales

With increasing digital adoption, many pharma companies are turning to AI-driven, data-backed engagement models that include:

• E-detailing & virtual MR calls – Providing remote detailing sessions via digital platforms.

• Email & WhatsApp marketing – AI-powered content delivery for targeted HCP engagement.

• Webinars & online conferences – Thought leadership initiatives to keep doctors informed.

Advantages of Digital Sales

• Cost-effective & scalable – Digital channels can reach thousands of doctors simultaneously at a fraction of the cost.

• Preferred by physicians – 70% of doctors favor on-demand digital interactions over traditional rep visits (Veeva Pulse Data, 2023).

• Data-driven personalization – AI analyzes prescription patterns and delivers customized content.

Challenges of Digital Sales

• Limited personal relationships – Some HCPs still value face-to-face interactions.

• Lower engagement for complex therapies – Specialty drugs may require in-depth discussions that digital channels struggle to replicate.

3. The Hybrid (Phygital) Sales Approach

A phygital (physical + digital) approach is emerging as the most effective model, combining personalized in-person interactions with scalable digital engagement.

Why the Hybrid Model Works?

• 80% of pharma companies using hybrid models have seen higher HCP engagement and ROI (McKinsey, 2023).

• In-person visits are supplemented with digital follow-ups, improving retention and prescription lift.

• AI-driven insights optimize MR efficiency, allowing them to focus on high-priority physicians while using digital tools for broader reach.

Key Factors to Consider When Choosing Your Sales Mix

1. Target Market & Physician Preferences

• Are your target HCPs digital-native, or do they prefer traditional interactions?

• General practitioners often favor digital touchpoints, while specialists may require in-person engagement.

• McKinsey research suggests that oncologists and cardiologists still prefer detailed face-to-face discussions due to complex treatment protocols.

2. Cost Efficiency & ROI

• Physical sales teams are costly, with per-doctor engagement expenses averaging $250–$300 (Bain & Company).

• Digital channels can reduce costs by 40-50% while increasing touchpoints.

3. Regulatory Considerations

• Different markets have varying compliance laws for digital marketing in pharma.

• Some countries restrict direct-to-HCP digital promotions, requiring a blended strategy.

4. Speed of Market Penetration

• Digital models enable rapid scale-up, making them ideal for new product launches.

• Physical sales provide stronger penetration in areas with low digital adoption.

Optimizing Your Pharma Sales Strategy

1. Integrating Digital & Physical for Maximum Impact

• Use digital tools to pre-qualify leads, allowing MRs to prioritize high-value doctors.

• Implement AI-driven segmentation to tailor engagement strategies for different HCPs.

2. Leveraging AI & Data Analytics for Personalization

• AI-based CRM systems can predict prescription trends and provide real-time sales insights.

• Pharma companies using AI-driven engagement see a 20-30% increase in conversion rates (IQVIA, 2023).

  
  

3. Enhancing Doctor-Pharma Engagement with Phygital Tools

• Deploy interactive e-detailing platforms that allow MRs to provide a blended experience.

• Use automated follow-ups via WhatsApp or email to reinforce key messages.

  
  

4. Case Study: Success with a Balanced Sales Mix

A top 10 global pharma company implemented a hybrid sales model across its cardiovascular portfolio:

• 50% of interactions shifted to digital, reducing MR costs by 35%.

• In-person meetings were optimized, leading to a 20% increase in prescription volume.

This approach resulted in a 25% improvement in overall sales productivity within 12 months.

Why Partner with Medstry?

At Medstry, we specialize in optimizing pharma sales strategies through:

• Targeted digital and phygital engagement solutions for maximized reach.

• Customized strategies to enhance profitability and physician engagement.

Want to drive smarter sales strategies?📧 Let’s connect at contact@medstry.in.

Conclusion

Pharmaceutical sales are no longer limited to a single channel. The most successful brands are those that blend digital, physical, and AI-driven strategies to create a seamless, data-driven, and cost-effective engagement model.

Companies that fail to evolve risk losing market share in an increasingly digital world. By adopting a balanced sales mix, pharma brands can maximize reach, efficiency, and revenue growth in the evolving healthcare landscape.