The under-reaction
Still planning traditionally
Channel plans built as if the mix of the last five years will hold. Reach and frequency targets set against a sourcing pattern that is already moving.
Navigator365 Sonar 2026
Navigator365 Sonar:
How HCPs use and trust AI in pharma engagement
Navigator365™ Sonar is a syndicated study that measures how HCPs use and trust AI, and how it is reshaping their engagement with pharma. AI is the second wave of disruption to pharma engagement, and it is arriving faster than the evidence most teams plan against. But the rest of the engagement model is moving too: the role of the rep & MSL, the relevance of personalization, what makes content land, what HCPs value in launch engagement, how they view pharma's patient efforts... Navigator365 Sonar 2026 measures all of it on one 72-question instrument, down to which LLMs HCPs trust against journals, third-party media, and how much rep or MSL contact they would hand to an AI agent tomorrow. Twenty questions on AI; read more below.
The challenge
AI is the second wave. And most teams are guessing.
The internet was the first wave of disruption to the pharma engagement model. General and medical-specific LLMs, pharma's own chatbots and AI agents are the second and few teams can weight them against reps, MSLs, journals and guidelines.
The over-reaction
Overspending on the next shiny object
Budget committed to AI gadgets ahead of evidence that HCPs use them, trust them, or let them displace anything else.
Both are guesses. Navigator365 Sonar replaces them with measurement.
01
Which LLMs HCPs actually trust, before you build around any of them.
02
What would make HCPs trust your own AI assistant enough to use it.
03
How much rep contact HCPs would hand to an AI agent tomorrow.
04
What makes content actually earn use, not just get viewed.
Study design
What Navigator365 Sonar measures
Here is how we replace the guessing with numbers
A 72-question syndicated study across 11 sections: general, AI, personalization, omnichannel rep/marketing/medical, market access, and patient programmes. AI is not an add-on. 15 named tools are measured inside the channel questions themselves, not alongside them.
72
Questions
Across 11 sections covering the full engagement landscape.
20
AI questions
Woven into channel sections — rep, patient programmes, not siloed in one block.
15
Named AI tools
ChatGPT, Claude, Gemini, Copilot, Perplexity, Grok, DeepSeek and more, measured individually.
11 Sections, one complete view: what Navigator365 Sonar 2026 covers
Download fact sheet
Learn how Navigator365 Sonar measures which AI tools HCPs use, how far they trust them and how AI is changing where they turn for information.
What it informs
Six decisions you will stop guessing on
Read directly off the AI block
01
Which LLMs do HCPs actually trust?
Per-tool impact, frequency and trust, benchmarked against journals, guidelines and reps.
02
What would make HCPs trust your own AI assistant?
Cited sources, medical-affairs oversight, and the features that build or break confidence.
03
How much rep contact would AI actually replace?
Remote appetite for AI and reps side by side, and how much contact HCPs would hand to a company AI agent.
Read off the channel and content sections
04
Does personalization actually earn attention?
Whether 1:1 earns time and attention, or whether plain relevance and easy access do the work.
05
What makes your content actually get used?
Relevance, trust and clarity - not just presence - across channels and formats.
06
Which patient services will HCPs actually recommend?
And what patients are already bringing in from AI tools.
Navigator365 Sonar 2026
Gives you an AI lens on the market
Navigator365 Sonar 2026 measures what HCPs across the industry do, value and expect from AI tools and digital channels.
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Puts your brand inside it
Benchmark 4D connects your brand and its named competitors to that picture, from omnichannel and CX performance through to brand response.
Learn about Benchmark 4DBook a demo
Book a demo call
See what's included in our Navigator365 Sonar research and how the insights can support your brand decisions. Our experts will walk you through it in a short 30-minute session.