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