Webinar: What do HCPs really want from pharma digital in 2026?

Digital engagement is now firmly embedded in clinical practice. Healthcare professionals regularly interact with pharmaceutical companies through websites, portals, webinars and email communications. But while the industry has invested heavily in digital capabilities, many clinicians still report frustration with how these experiences are delivered.

To better understand this gap, we recently conducted research exploring how healthcare professionals experience pharma digital today and what they actually value from it. Our study surveyed 225 senior clinicians across the UK, USA and Germany, providing a clear view of how digital engagement is perceived in real-world clinical practice.

One finding stood out in particular. 65% of HCPs told us they have reduced or stopped engaging with a pharma company because of poor digital experiences. Clinicians described filtering out interactions that felt repetitive, overly promotional or difficult to access, while engaging more readily with digital content that was relevant to their clinical context and easy to navigate.

The research suggests that healthcare professionals are not disengaging from pharma digital. Instead, they are becoming more selective. Across our findings, three factors consistently determined whether digital engagement earned attention: relevance, utility and experience.

If content does not clearly relate to an HCP’s specialty or patient population, it is quickly ignored. If it does not help clinicians answer practical questions or support their work, it is unlikely to be revisited. And if the experience itself is difficult or time-consuming, engagement drops quickly.

To explore these themes further, we are hosting a live webinar on 19 March 2026 examining what healthcare professionals really expect from pharma digital in the years ahead.

The session will be hosted by our CEO, Rob Verheul, who will be joined by senior digital leaders from across the pharmaceutical industry:

Together, we will discuss what “digital value” really means from an HCP perspective and what pharma organisations should prioritise if they want their digital engagement to remain relevant in 2026 and beyond.

For teams responsible for digital engagement, omnichannel strategy or HCP experience, the conversation will offer practical insight into how organisations can close the growing gap between digital activity and digital value.

You can register for the webinar here:
https://us06web.zoom.us/webinar/register/WN_lB5EhreWTxic6-3-gOrhjQ#/registration
The full research report, The Value Gap: What HCPs want from digital pharma in 2026, is also available to download from our website.