Pharma online presence has come a long way. Physicians clearly recognize it, and many can name leaders in the space. Lilly, Pfizer, Novo Nordisk, AbbVie, and AstraZeneca are often cited as top performers across therapeutic areas.
MD Analytics surveyed GPs/PCPs and Specialists in the US (n=163) and Canada (n=140). Many report seeing a variety of online and digital ads over the past three months, reinforcing that pharma’s investment in digital channels is reaching its intended audience. Still, while some physicians visit a company website or contact a sales rep, many admit to taking no action. That gap suggests there is still work to do to translate awareness into meaningful engagement.
Read more about what physicians say matters most in pharma’s online presence, and why engagement remains selective.
Physicians also express appreciation for the role pharma plays online. Two themes stand out: sharing relevant product information, and simplifying complex content into clear, digestible takeaways. In a time-constrained clinical environment, that kind of support matters. When physicians describe digital leadership, they tend to point to companies that are both visible and genuinely useful.
Social media, led by YouTube, Facebook, and LinkedIn, is widely used among physicians for personal and professional purposes. However, even when physicians notice a pharma presence on social platforms, social media is not commonly viewed as a primary channel for direct interaction with pharma.
For pharma marketers, the takeaway is straightforward. Digital success is not only about reaching physicians, it is also about helping them work more efficiently and confidently. Companies seen as leaders are often those that pair strong visibility with practical, well-structured information.
Infographics may contain select findings from our Independent Studies. Contact us to find out if your organization qualifies for a complimentary presentation with access to the full report.
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