January 2026, our CHART of the MONTH
In our latest survey of more than 4000 European specialists across a broad range of therapeutic areas, we asked which companies are leading across eight critical engagement channels, spanning both offline and online interactions.
The EU5 results show distinct patterns of omnichannel leadership by therapeutic area. AstraZeneca stands out among cardiologists, oncologists and pulmonologists, leading seven out of eight channels for cardiology specialists and achieving first place across all eight engagement channels among oncologists and pulmonologists. In these areas, AstraZeneca’s lead is significant in personal as well as non-personal channels, where the gap to second place is often substantial. Among dermatologists and rheumatologists, AbbVie emerges as the leading omnichannel performer, topping seven of eight channels in both therapeutic areas, while Lilly is the clear leader among endocrinologists, dominating engagement across all key channels.
Importantly, this pattern of channel leadership aligns closely with customer satisfaction (CSAT) results. Companies achieving the highest CSAT scores are typically those leading in multiple engagement channels, reinforcing the link between broad, consistent omnichannel execution and superior HCP experience.
Insights from the US reveal a similarly concentrated – but not identical – picture of leadership across specialties. And as in EU5, strong channel leadership closely mirrors CSAT performance, with the highest-scoring companies typically leading across most if not all channels.
Taken together, the EU5 and US results highlight that while a small number of companies consistently outperform competitors, omnichannel leadership is often highly specialty-specific. The strongest performers are those able to tailor their engagement models effectively while maintaining consistency across multiple channels.
While the charts highlight clear leaders at an aggregate level, averages across countries, specialties and channels inevitably mask important nuances. Performance can vary significantly by market, brand and therapeutic area. To move from high-level insight to practical action, a brand- and country-specific view is essential – and this is precisely where Navigator365™ Benchmark adds value.
The findings also reflect a broader shift in HCP expectations. As access continues to tighten, healthcare professionals increasingly favour coordinated, omnichannel engagement over fragmented interactions. The companies performing best in this year’s benchmark demonstrate that consistency across channels and therapeutic areas, supported by systematic, company-wide approaches, is now a defining feature of omnichannel leadership.
Leading in today’s environment requires more than isolated success. Benchmarking enables organisations to identify gaps, scale what works and build the momentum needed for sustained strategic change.
Your therapeutic area of interest not included? Get detailed HCP omnichannel affinity insights for your therapeutic area and see how your brand’s customer engagement performance compares with direct competitors.
If you would like to know more about how Navigator365™ offers uniquely actionable insights and tools to help you shape your customer engagement strategy and omnichannel planning, then please get in touch! Please tick the box 'Omnichannel Solutions (Data & Insights)'.
Chart of the Month is an ongoing series in which we highlight an interesting chart or statistic from our Navigator365™ and Maturometer™ research, and offer a brief commentary on what this can tell us about trends in customer engagement in the life sciences. Check our previous Chart of the Month here!
