This landmark study examines how healthcare professionals access, evaluate, and engage with scientific information, and how pharmaceutical companies are adapting their engagement strategies. Based on global, multi-stakeholder research, the paper identifies trends in channel preference, content formats, and digital adoption, including the growing role of generative AI. It highlights gaps between HCP expectations and pharma delivery, particularly around relevance, trust, and impact measurement. The report offers insights into optimizing omnichannel engagement, improving educational value, and aligning scientific exchange with evolving HCP needs and behaviors.

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