The status quo of HCP portals and their potential for generating doctors as leads
Digital information platforms for healthcare professionals (HCP) have become an indispensable channel for physician communication in 2025, especially for Rx manufacturers. Our current study sheds light on the status quo of these HCP portals and the digital information behaviour of doctors – with revealing results. Almost two thirds of doctors want an efficient, centralised online contact point for medical information. At the same time, personal visits to pharmaceutical representatives are on the decline, while webinars and online training are booming. Doctors want to save time and learn flexibly – digital ‘one-stop-shop’ portals hit this nerve and offer pharmaceutical companies the opportunity to pick up their target group where they are looking for information.
Highlights of the study on digital physician behaviour + HCP portals
- Importance of digital HCP portals for doctors: current usage habits and doctors‘ expectations of online platforms – why centralised specialist portals and digital training are becoming increasingly important.
- Ranking of the most significant HCP platforms: Exclusive analysis and benchmark of nine leading physician portals based on 10 success criteria – with insights on strengths, weaknesses and best practices of the top performers.
- Lead generation via digital channels: How pharmaceutical companies are successfully using HCP portals, search engines and social media to generate new physician leads: including a case with 1,500+ leads.
- SEO, content & paid media as success factors: The influence of visibility, high-quality content and multichannel marketing on reach and engagement – and how to maximise impact despite regulatory limits (e.g. HWG).
Excerpts from the study
