Hospital & Specialty Targeting Trends: 2026 Outlook
How Hospital Dynamics, Site-of-Care Shifts, and Specialty Teams Are Redefining Pharma Commercial Strategy
As pharmaceutical companies move into 2026, hospital-centric care models, institutional decision-making, and specialty team structures are fundamentally reshaping how prescribing influence operates. Traditional specialty-label targeting, once sufficient for commercial execution, no longer reflects the realities of access, authority, or utilization within hospitals and health systems.
This research paper examines the structural shifts redefining specialty engagement, particularly across oncology, gastroenterology, infectious disease, and acute care and outlines the implications for pharmaceutical commercial teams operating in increasingly complex institutional environments.
