As healthcare professional (HCP) access becomes increasingly difficult, pharma marketers and brand managers are increasingly focusing on engaging them effectively through personalized, omnichannel hybrid models. 59% of pharma leaders in an Indegene study of hybrid go-to-market models ranked HCP access amongst their top three motivations for deploying a hybrid omnichannel model. The same study revealed 46% of pharma leaders want to take advantage of changing HCP preferences through this model. Personalizing content and personalizing it at scale is vital to achieve these goals.