Post-COVID Digital Adoption and Omnichannel Customer Experience in Pharmaceutical Marketing: A Systematic Review of Healthcare Professional Enga

Abstract

The rise of the coronavirus pandemic has been a major game-changer for the pharmaceutical industry, which has seen them turn away from relying on old-fashioned face-to-face interactions with physicians and embrace digital touchpoints that can be integrated into a unified omnichannel marketing strategy. Previously, healthcare professionals (HCPs) had to go through in-person scientific detailing and physical in-person relationship-building, which shifted rapidly and effectively to virtual communications, including webinar platforms, remote detailing systems, mobile platforms, customer relationship management (CRM) tools, and artificial intelligence (AI)-powered personalized engagement tools. This systematic analysis explores digital adoption's effects on omnichannel customer clinical experience and its possible implications for healthcare professional engagement in the context post-COVID. Highly related to the period under study (2020-2025), peer-reviewed literature was doggedly collected and evaluated in compliance with the PRISMA screening guidelines from Scopus, PubMed, Google Scholar, Web of Science, and other platforms. The findings indicated that the omnichannel model positively impacted the accessibility, personalization, continuity of communication, and results of building relationships among healthcare professionals. It’s at the same moment a story about the permanent challenges of digital fatigue, data management challenges, technology interoperability challenges, and evolving regulatory mandates. The future of pharmaceutical marketing is shaped by various aspects such as Artificial Intelligence-powered engagement frameworks, predictive behavioral analysis, and hybrid engagement environments.