The Evolving Role of In-person vs. Digital Pharma Sales Strategies: Finding the Right Balance
- Daniel Yuan
- May 28
- 4 min read
Updated: Jul 18

Pharma’s sales strategy is being rewritten, and it is all about balancing in-person and digital engagement strategies in this hybrid landscape. In 2024, layoffs at Novartis and Boehringer Ingelheim signaled a warm embrace of digital sales, while Pfizer refocused on in-person engagements (1,2). In this complex hybrid ecosystem, balancing in-person and digital engagements isn’t just a tactical choice, it’s a strategic edge. With these dynamics in flux, where is the balance headed, and how can companies position themselves for sustained success?
In this complex hybrid ecosystem, balancing in-person and digital engagements isn’t just a tactical choice, it’s a strategic edge.
Resistance to the Digital Transition
Although COVID‑19 catalyzed a rapid embrace of the digital space and high levels of investment into virtual engagement platforms (e.g., Zoom, interactive self-guided presentation), pharma spending has returned to developing face‑to‑face interaction such as 1:1 meetings and conferences: in‑person engagement rose 31.2% in 2022, and another 14.4% in 2023 (4, 5, 6). A survey of over 30,000 physicians in the U.S., U.K. and EU4 confirm that, despite growing tolerance for digital channels, 1:1, in‑person interactions are still preferred (3).

This survey also found that in-person, 1:1 sales engagement continues to have the highest impact in terms of converting physician prescribing behavior.

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Digital vs In-person, an Intricate Balance
While in-person engagements continue to be preferred in pharma sales, the increasing barriers (e.g., climbing costs, distilling of purchasing power due to PE healthcare consolidation) and the prevalence of low-prescribing and hard-to-reach physicians make digital communication channels (e.g., webinars, publications) a vital component of today’s sales strategies.
Digital engagement channels such as emails and virtual calls make it easy for physicians to interact with pharma on their own time. In fact, most physicians in 2023 took market research and other related pharma calls from the comfort of their own homes. Omnichannel and dispersed digital content, furthermore, is on the rise as over 57% of physicians prefer to research, via the internet, to come to their own conclusions (4, 5, 6).
Balancing the appropriate mix of digital vs in-person engagement is complex: it depends on the drug, the physician practicing environment, the geography, the budget, timing constraints, etc. In this convoluted landscape, relevant understanding and influence of market and consumer dynamics becomes integral to deciding where and when in-person engagements are necessary. Pfizer’s new playbook is one great example of this.
Balancing the appropriate mix of digital vs in-person engagement is complex: it depends on the drug, the physician practicing environment, the geography, the budget, timing constraints, etc.
Pfizer: Listen and Learn
Problem:Â During the pandemic, Pfizer doubled down on virtual sales engagements. Under this model, Pfizer deployed its cardiovascular-specialized sales reps nationwide to virtually launch its blockbuster migraine treatment, Nurtec ODT. However, sales fell short as reps failed to navigate the complex neurological landscape and demonstrate the impact of Nurtec ODT.
Solution:Â Pfizer conducted deep market and stakeholder analysis to pinpoint that high-prescribing specialists practiced predominantly on the east coast and that they faced complex payer barriers. It then recalibrated its sales force by relocating its reps to key regions, prioritizing in-person visits, and introducing dedicated reimbursement hotlines.
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Outcome and Takeaway:Â
Pfizer's strategic pivot paid off. Nurtec ODT sales rose to $1.2 billion in 2024, a 31% increase over 20233. By prioritizing 1:1 engagement with physicians in the right territory, Pfizer won its uphill battle. Pfizer’s new playbook highlights several trends within life sciences commercial strategy
There are no one-size fits all approaches:Â The pathways between healthcare stakeholders (e.g., payers, physicians, patients) are becoming more complex than ever. By taking the time to understand pain points in a treatment journey, pharma companies can maximize product uptake and patient outcome.
Being in-person is back:Â Not only are big pharma like Pfizer investing heavily in developing its in-person engagement capabilities, but physicians are also influenced most strongly when visited in-person by sales reps. Given the resources, boots on the ground bring unparalleled impact.
Digital is still here to stay: Whether it is telecommunication channels directly between pharma and patients or offering the flexibility of a remote 1:1 sales engagement, technology maximizes opportunities to interact with key stakeholders.
While the balance between in-person and digital sales engagement remains highly complex, the scale continues to tilt towards in-person engagements supercharged by digital capabilities. Given limited resources, in-person engagements should be reserved for high-potential and influence physicians. Broader engagement and education, however, should be supported by digital resources and communication channels.
Given limited resources, in-person engagements should be reserved for high-potential and influence physicians. Broader engagement and education, however, should be supported by digital resources and communication channels.
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The View from the Crow’s NestÂ
While pharma continues to fine-tune its hybrid sales strategy, in‑person pharma rep visits still deliver the strongest impact despite growing tolerance for digital channels. In this complex and dynamic hybrid landscape, making data-driven decisions to align each channel, in-person or digital, to the right situation defines long-term success.Â
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If you are interested in learning more, get in touch at strategy@spinnakerLS.com.Â
Spinnaker offers true partnership and comprehensive guidance to help leaders navigate the complexities of the Life Sciences industry and chart a path to success. From early-stage market assessment through commercial execution and ongoing lifecycle management, we deliver tailored solutions to ensure optimized practicable results.
Fierce Layoff Tracker 2024, https://www.fiercebiotech.com/biotech/fierce-biotech-layoff-tracker-2024
Pfizer’s New Playbook https://www.wsj.com/health/pharma/pfizer-sales-strategy-drugs-vaccines-b6f58cf2?st=6jhivC&reflink=desktopwebshare_permalink
Pfizer 2024 Q4 https://insights.pfizer.com/fourth-quarter-fy-earnings-2024/
IQVIA ChannelDynamics 2023 Global Overview, iqvia-cdgr-2023-overview.pdf
IQVIA ChannelDynamics 2024 Global Overview, https://www.iqvia.com/-/media/iqvia/pdfs/library/publications/cdgr-2024-global-overview.pdf
IQVIA ChannelDynamics 2021 Global Trend, iqvia-institute-global-trends-in-randd-to-2021.pdf
Medtech Strategist 2025: Charting the Next Frontier https://www.mystrategist.com/medtech-strategist/article/the_next_frontier_ transforming_medical_device_commercialization.html