Marketing Templates are universal constructs. Tactical execution varies given your two stated target markets.
Depending on what your 'roll-out' is will determine your approach to physician's.however there are lots of models. I would have to know a bit more (ie. are you trying to focus on MD's as customers or referral sources...is it a product or service etc.) Pharma customers the same (ie are you trying to sell chemicals to pharma, clinical trial services or marketing platform).
Stated differently, selling to these targets is not a paradigmatic...quite to the contrary there are existent models replete with tactics for each. PPO's, Viagra and Web MD all recruited the target populations you outlined while stoking consumer interest. Each however is a unique case study. I welcome your questions or further elucidation.