The Big Healthcare Sales Organization Debate 

Is Virtual Account Management a viable strategy for your sales organization? This is a common debate—especially among those used to the traditional model: hiring Sales Representatives, assigning territories, and handing out company cars. 
 
So, let’s settle the debate. The reality is—it depends! 

In-person account management makes the most sense when the product or environment calls for direct, hands-on support and relationship building. This is especially true for surgical and implantable products that require a rep’s presence during procedures for guidance or troubleshooting. Similarly, products that demand a tactile understanding—where clinicians need to physically experience how something feels during initial patient use—benefit from in-person interactions. High-price or high-volume items often justify the investment in face-to-face engagement, particularly in competitive metro areas where customer density is high and personal presence can build trust, strengthen relationships, and set your offering apart.

It’s also the preferred approach for hospital capital equipment, which involves multiple stakeholders across clinical, financial, and technical roles. In these complex buying processes—especially those involving GPOs or Value Analysis Committees—face-to-face interactions provide the credibility and confidence necessary to move forward.

When Virtual Works Well: 

Virtual account management is ideal when efficiency, reach, and cost-effectiveness outweigh the need for physical presence. It works well for familiar products that healthcare providers already understand or require minimal training. Low-margin or low-volume items, where in-person support isn’t economically viable, are also strong candidates for virtual engagement. Virtual support ensures consistent coverage without straining resources in remote geographies where travel is time-consuming and costly.

It’s a natural fit for over-the-counter or diagnostic products sold in physician offices or urgent care centers and subscription-based software tools or services that benefit from centralized, remote onboarding. Virtual engagement also works well for selling into IDNs or large health systems, where decisions are centralized but users are geographically dispersed. Finally, virtual channels are highly effective for routine follow-ups, such as sample requests or product detailing, which can be handled seamlessly through video, phone, or email.

Why Hybrid Is Often the Best Fit: 

A hybrid approach to account management combines the strengths of both virtual and in-person strategies to maximize impact and efficiency. Virtual channels are ideal for early-stage engagement, such as generating demand and delivering product demos, helping to build awareness and interest quickly. When it’s time for hands-on product evaluations or new customer training, an in-person presence ensures a deeper, more tailored experience. After the initial onboarding, ongoing virtual support keeps customers engaged through education, service, and success initiatives. Virtual pre-calls can also be used to warm up accounts, setting the stage for more productive, high-value in-person meetings. Peer-to-peer virtual education between experienced and prospective HCPs adds another layer of credibility and relatability to the sales process.

Strategically, hybrid models can include regional sales pods where virtual reps support multiple field reps with administrative and inside sales efforts. They also enable territory expansion by allowing field reps to concentrate on high-priority Tier 1 accounts while virtual reps nurture Tier 2 and 3 accounts, ensuring broader and more cost-effective coverage.

 
There’s no one-size-fits-all answer, but when you align your approach to your product type, market dynamics, and customer preferences, you can create a smarter, more scalable commercial strategy. 

As we approach 2025, the healthcare landscape is poised for significant transformation, fueled by groundbreaking innovations and changing patient expectations. Advancements in technology, such as Remote Patient Monitoring (RPM) and AI-driven solutions, are reshaping how care is delivered, making it more personalized and accessible. At the same time, demographic shifts, including physician shortages and the rise of patient-centric models, are pushing healthcare systems to adapt.  

This article explores seven critical trends that will define the future of healthcare, drawing insights from leading research and industry experts, including McKinsey & Company, Grand View Research, and Harvard Business
Review. Together, these trends highlight the urgent need for healthcare organizations to innovate and align their strategies for success in the years ahead. 

The connected health revolution is accelerating, driven by the growing integration of advanced technologies into healthcare ecosystems. Remote Patient Monitoring (RPM) is poised to play a pivotal role, with the market projected to expand from $1.45 billion in 2021 to $4.07 billion by 2030, at a compound annual growth rate (CAGR) of 8.74% (Grand View Research, 2022). This growth is bolstered by innovations in wearable devices, such as FDA-approved Dexcom Stelo continuous glucose monitors (CGMs), enabling patients with Type 2 diabetes to monitor glucose levels via Apple Watches. 

Beyond technology, the implications for healthcare systems are profound. As much as $265 billion in Medicare spending on primary and behavioral health services could shift to home-based care by 2025, emphasizing RPM’s transformative potential in chronic disease management and patient-provider communication (McKinsey & Company, 2023). This trend offers opportunities to deliver integrated solutions, improve outcomes, and utilize data for more personalized and effective care pathways. 

The synergy between RPM and wearable technologies underscores the broader movement toward a smarter, more connected healthcare ecosystem—an essential trend for organizations looking to lead in healthcare innovation. Ignoring this shift risks being left behind in one of the sector’s most transformative eras. 

Source: 

• Grand View Research, 2022: Remote Patient Monitoring Market 

• McKinsey & Company, 2023: Transforming Care Delivery 
  
  

Artificial Intelligence (AI) has evolved from a cutting-edge innovation to an indispensable tool across industries, particularly in healthcare. Leveraging AI for predictive analytics, personalized treatment pathways, and AI-powered imaging is revolutionizing patient care. For example, AI-based cancer detection tools significantly reduce diagnostic times while improving accuracy, enabling earlier interventions and better outcomes (Science Direct, 2023). McKinsey forecasts that AI could save the U.S. healthcare system up to $150 billion annually by 2025, emphasizing its financial and clinical impact. 

In a broader context, AI drives operational success by enhancing efficiency, personalizing customer interactions, and generating actionable insights. Organizations that fail to integrate AI by 2025 risk losing competitive advantage to those harnessing its capabilities thoughtfully. Whether optimizing customer journeys or creating precision content, AI isn’t just a trend—it’s a necessity. The future belongs to those who align AI technologies with strategic objectives, unlocking innovation and value at scale. 

Source: 

• McKinsey & Company, 2023: AI in Healthcare 

• Science Direct, 2023: AI in Healthcare 
  
  

The intersection of generational preferences and social media usage is shaping the future of healthcare marketing. Platforms like Facebook remain vital for reaching decision-makers among Gen X and Baby Boomers (aged 30–64), while Instagram and X (formerly Twitter) thrive as hubs for Millennials and older Gen Z audiences (18–39). For younger demographics, platforms such as TikTok and Snapchat excel with creative, short-form content, appealing particularly to those seeking mobile-first experiences. LinkedIn continues to dominate professional engagement, especially for users aged 30–49, though it lags in popularity with Gen Z. 

These platform-specific dynamics align with broader generational shifts in content consumption. A US Digital Health Survey found that 72% of Gen Z already rely on social media for health information, while older generations prefer traditional channels like email or in-person communication. This divergence highlights the need for omnichannel marketing strategies, enabling healthcare brands to engage their audience across diverse platforms and formats. Leveraging analytics to understand audience behavior and crafting tailored content is key to staying relevant in this rapidly evolving landscape. 

Sources: 

• US Digital Health Survey (2021) – US Digital Health Survey Report 

• Pew Research – Social Media Fact Sheet 
  
  

The shift from multichannel to omnichannel patient engagement reflects a significant evolution in how healthcare providers interact with patients. Unlike multichannel strategies, where communication avenues like phone calls, emails, and apps operate independently, omnichannel approaches create a unified and seamless experience. All platforms are interconnected, allowing patients to transition smoothly between touchpoints. For instance, a patient can reschedule an appointment on a mobile app, receive a confirmation email, and get a follow-up SMS reminder, all integrated into a single system. This level of coordination aligns with patient expectations, as studies show that 75% of patients prefer personalized care available through multiple integrated platforms (Redpoint Global, 2020). 

Omnichannel engagement has tangible benefits, including improved treatment adherence and enhanced patient satisfaction. Patients are more likely to follow care plans when they receive tailored reminders, educational resources, and consistent follow-ups across different platforms. Additionally, by integrating telehealth, remote monitoring, and digital tools, providers increase access to care and deliver better outcomes, especially for underserved populations. However, implementing omnichannel systems presents challenges such as ensuring data integration, upgrading technology, and training staff. Despite these hurdles, healthcare organizations that adopt omnichannel strategies are positioned to improve patient experiences and operational efficiency, meeting the growing demand for consumer-centric care models. 

Source: 

• Redpoint Global, 2020: Omnichannel in Healthcare 

• Mayo Clinic Proceedings: Digital Health, 2023: Omnichannel Engagement 
  
  
    

Rising patient-centric care is reshaping the healthcare landscape, with concierge health emerging as a key trend. This personalized model offers tailored treatments, on-demand access to providers, and proactive health management, catering to patients frustrated by long wait times and fragmented care. As consumers demand greater control, the concierge healthcare market is projected to grow significantly, reaching $37.87 billion by 2031 with a compound annual growth rate (CAGR) of 9.7% (Yahoo Finance). This approach mirrors the principles of precision medicine, emphasizing individualized care for chronic conditions and rare diseases while fostering long-term patient-doctor relationships. 

In 2025, patient-centric healthcare will expand with virtual consultations expected to comprise 40% of visits, driven by demand for convenience and flexibility (Harvard Business Review, 2022). Integration of AI will enhance personalized treatment pathways, boosting patient satisfaction and improving outcomes (McKinsey & Company, 2023). Additionally, patients will increasingly seek seamless care across digital and physical platforms, requiring providers to adapt their services to meet these evolving preferences. To be successful, organizations must embrace innovative service models, leverage digital solutions, and prioritize patient empowerment, ensuring an accessible, collaborative, and trusted healthcare experience. 

Source: 

• Harvard Business Review, 2022: Virtual Consultations 

• McKinsey & Company, 2023: AI in Healthcare 

• Yahoo Finance: Concierge Health Market 
  
  

Traditional healthcare sales representatives remain crucial, but the increasing demands on capacity have led to the rise of supplementary roles like Patient Education Specialists and Inside Sales Representatives. These professionals handle key tasks such as lead generation, appointment setting, and providing virtual support, enabling healthcare manufacturers to engage with HCPs more effectively. This model expands outreach while keeping communication personalized and efficient, ensuring that sales teams can cover a broader range of HCPs without being overwhelmed. 

By adopting a multi-channel strategy, companies can optimize resources and ensure that HCPs receive the support they need. These additional roles help manage remote or virtual engagement and allow manufacturers to maintain real-time, high-value interactions. As the healthcare industry becomes increasingly complex, scaling these support functions will be essential to maintaining strong relationships with HCPs and improving the efficiency of sales efforts. 

The healthcare industry is grappling with a significant physician shortage, which could grow to 86,000 by 2036, with 35% of current physicians planning to leave their roles within the next five years (McKinsey). This shortage is exacerbated by the growing number of physicians who plan to exit clinical practice entirely, potentially leaving a gap in the healthcare workforce. For healthcare manufacturers, this presents an urgent need to rethink how they engage healthcare professionals (HCPs). As fewer physicians are available to attend in-person events or take on new responsibilities, it’s crucial to provide ongoing support through various channels, including virtual platforms, email, and remote learning tools. These solutions can help bridge the gap, ensuring that HCPs have access to essential information, even when face-to-face interaction becomes limited. 

As physician shortages continue to grow, clinical education on new technologies and treatment protocols will become even more critical. Manufacturers must help HCPs stay up-to-date with evolving practices and tools that can improve patient care despite a shrinking workforce. Training resources—both virtual and in-person—will empower HCPs to enhance their practice efficiency and ensure high standards of patient care. In this changing landscape, providing ongoing professional development is not just a nice to have; it’s a vital strategy to ensure that healthcare providers can meet demand while maintaining quality care despite the challenges posed by physician shortages. 

Source:  

McKinsey & Company: Physician Shortage 

Success in 2025 will hinge on your ability to adapt, innovate, and meet stakeholders where they are. By embracing emerging trends like AI and social media, while responding to shifts in workforce dynamics and evolving patient needs, the organizations that succeed will be those who view these changes not as challenges, but as opportunities. 

Is your go-to-market strategy prepared for 2025? Now is the time to act.