Texting, AI, and Trust: How HCPs Want to Engage

It might come as a surprise to some, but healthcare professionals aren’t shying away from communication with the pharmaceutical industry—they're actually asking for more. Not just more noise or marketing collateral, but more education, more support, and more relevance, delivered in ways that feel seamless, human, and timely.

A new report from CMI Media Group, Compas, and HCP engagement platform Impiricus reveals just how dramatically expectations have shifted. The study, which reached HCPs via text messaging—the very channel it examines—paints a clear picture: physicians want pharma to step up, not scale back. And they want it done with precision.

Among the top requests from HCPs? Educational content. Not in abstract, brand-heavy form, but actionable updates like trial summaries, new findings on side effects and drug interactions, and tools that help inform decision-making. This isn’t about being flooded with data—it’s about getting the right information at the right time, ideally in a format that’s easy to absorb between patient visits or while on the move.

Text messaging stood out as a surprisingly effective tool. Impiricus used it to reach HCPs during the study, and it turns out that short, well-crafted messages—especially when powered by AI—can be an ideal delivery mechanism. According to Impiricus co-founder Dr. Osama Hashmi, the key is using AI not just to automate, but to personalize. When AI is trained on the right data, tested for clarity, and guided by physician feedback, it can help answer the golden question in medical communications: “What’s the most important point that can be delivered in one sentence?”

But education isn’t the only need. HCPs are also asking for better support around financial access for their patients. Information on insurance coverage, copay assistance programs, and how to navigate the reimbursement landscape was ranked just behind education in terms of importance. These practical tools help physicians advocate more effectively for patients—and they want pharma to be a partner in that mission.

There’s also a larger shift at play: the growing realization that HCPs aren’t just providers. As Ryan Burchinow from CMI put it, they’re patients too. They want the same things all of us want—empathy, clarity, and relevance. When AI-driven communication tools are designed with that humanity in mind, engagement becomes more than just a metric—it becomes a relationship.

The takeaways for pharma are both simple and challenging. Deliver educational content that’s clear, clinical, and evidence-based. Make financial assistance tools easier to access and understand. And invest in two-way communication channels—especially ones, like text messaging, that meet HCPs where they are.

If this is the first step, as the report suggests, it’s an encouraging one. The road ahead may be long, but with the right tools—and the right mindset—pharma can build a future where HCP engagement is truly collaborative, helpful, and human.

G-Med excels in HCP marketing by blending digital innovation with data-driven insights, creating an effective platform for reaching healthcare professionals, offering various advertising solutions. By using G-Med to engage HCPs, share data reports, and explore innovative channels, marketers can deliver targeted, impactful messages that foster strong connections. G-Med’s approach ensures that each campaign is tailored, scientifically rigorous, and effective, aligning perfectly with the best practices for successful HCP marketing.   

Contact us today to learn more: Contact@g-med.com