Navigating Cost Pressures in HCP Marketing

Healthcare marketers are under growing pressure to deliver precise HCP engagement while managing escalating data, media, and compliance costs. This new report from MM+M and Multiview explores why today’s overreliance on expensive targeting tactics is creating diminishing returns, and how contextual association media offers a more sustainable, credible path forward.

Drawing on insights from a 2025 survey of 100+ healthcare marketers, the report reveals a widening gap between where budgets are spent and what actually drives HCP engagement. It makes a compelling case for rebalancing media strategies toward trusted, context-rich environments that build familiarity, credibility, and long-term impact, without sacrificing targeting precision.

Download the report to understand how healthcare brands can optimize spend, improve relevance, and strengthen HCP relationships in an increasingly complex digital landscape.

What's Inside:

• Why HCP targeting costs keep rising — and why precision alone isn’t delivering the ROI marketers expect
• Key challenges limiting effective HCP engagement, from regulatory pressure to lack of contextual environments
• How association media bridges the gap between cost efficiency, brand safety, and meaningful engagement