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In the past few years, it’s become more challenging for pharmaceutical companies to promote their products directly to healthcare providers (HCPs), and COVID only exacerbated this trend. Physicians are more selective in who they choose to meet with, and many no longer accept face-to-face meetings with pharmaceutical reps.

For years, many manufacturers have assumed that pre-market physician education was not strictly necessary unless their brand was the first to market or had a novel mechanism of action. Today’s molecular-targeted therapies have very different treatment paradigms, not to mention cost structures.