​Covid-19 has radically changed how physicians engage with digital platforms, from delivering care through telemedicine to seeking information online as opposed to relying on in-person detailing from MSLs and sales reps. Given the length of time Covid disruption has been going on for old habits have been broken and new ones formed. Simply, there is no way that things will go back to the way they were. So, what changes have been made? How bold have sales and marketing teams been in their response? What are the investments needed now for long term success in physician engagement?