By Hermin Sachar-Jadav, Group Director, CRM Strategy, FCB Health New York
In an industry where precision, trust and compliance are paramount, the traditional divide between commercial and medical teams in pharma is becoming increasingly counterproductive. While each serves a distinct and necessary function, healthcare professionals (HCPs) experience the brand as a whole. To truly meet their evolving expectations, we must close the communication gap between these two pillars, as today’s HCPs and stakeholders demand more integrated, value-driven experiences.
Understanding the divide
The separation between commercial and medical is often rooted in regulation, organizational structure and even culture. Commercial teams focus on sales and market share, pushing brand messaging through approved channels. Medical affairs, on the other hand, prioritize education, peer-to-peer exchange and scientific discourse—often staying non-promotional by design.
This siloed approach can lead to fragmented messaging, redundant content creation and inconsistent HCP experiences. It creates missed opportunities to deliver value and build trust at every stage of the HCP journey.
Redefining success through a physician-centered lens
Taking an integrated, HCP-first approach means redefining what success looks like. Rather than merely measuring tactical engagement or qualitative reporting of peer-to-peer interactions, we must evaluate how effectively we support HCPs throughout their journey with the brand or therapeutic area. This includes ensuring that every touchpoint—whether commercial or medical—feels cohesive, credible and relevant.
Marketers and medical affairs leaders can work together by building end-to-end journeys for HCPs, which include both commercial and medical touchpoints. Identifying key moments where each team can add value, from disease awareness to treatment decision support, ensuring more coordinated communications.
Connecting the dots with data
Leveraging data from IPG Health’s proprietary EPICC suite of products, teams develop journeys that connect the dots across different channels and interactions. By integrating CRM data, real-world evidence and NPI-level targeting insights available from publications and non-personal promotion platforms, both commercial and medical teams can make more informed decisions. These insights can guide the next-best actions for individual HCPs and refine broader strategic planning.
Shared dashboards and performance metrics play a crucial role in reinforcing unified thinking. When teams align on goals, outcomes and definitions of success, they are better positioned to collaborate effectively and deliver consistent messaging.
Minding the non-negotiable regulatory boundaries
Of course, legal and regulatory boundaries remain non-negotiable. Compliance is the foundation of all communications in pharma. However, collaboration doesn't mean compromising those standards. It means understanding where promotional and non-promotional efforts intersect, and planning with strategic intent to ensure all HCP interactions are relevant, timely and appropriate.
Benefits of a unified communication model
This thoughtful integration of efforts creates a future-facing model for pharma communications. As the industry evolves from brand-centric to customer-centric engagement, the integration of commercial and medical becomes not just a strategic advantage but a business imperative. Brands that succeed will be those that create seamless, meaningful experiences for HCPs by bridging internal silos and aligning around a shared purpose: improving patient outcomes.
By building a more unified communication model, brands can:
- Enhance HCP trust through consistent, credible communications across all touchpoints.
- Increase engagement by delivering the right content through the right channel at the right stage of the journey.
- Reduce inefficiencies by reusing compliant, modular content across teams, anchored in shared core messaging.
- Enable agility by using real-time data and engagement signals to adapt messaging and respond to HCP needs.
- Improve internal collaboration, breaking down silos and fostering cross-functional alignment.
When medical and commercial teams work as one, while respecting their distinct roles and responsibilities, they can create a cohesive experience that not only serves HCPs better but also advances the mission of improving patient care.
Bridging the gap between medical and commercial in pharma communications isn’t just about smoother workflows or aligned messaging. It’s about putting the physician at the center of everything we do. By doing so, we not only meet the expectations of today’s healthcare providers but build stronger, more impactful brands that are truly fit for the future.
