Webinar: What do HCPs really want from pharma digital in 2026?
March 5, 2026 | DigitalExperience, ExperienceDesign, HCPExperience, Pharma, PharmaceuticalIndustry, customerexperience, digitalhealth, userexperience
Our research shows that healthcare professionals are not disengaging from pharma digital. They are becoming more selective about the experiences that earn their attention.
To explore what this means for digital teams, we are hosting a live webinar on 19 March 2026 with senior digital leaders from Novo Nordisk, LEO Pharma and MSD.
Together we will discuss what HCPs truly value from pharma digital and what organisations should prioritise to stay relevant.
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:
- Iria Gala, VP Digital & Customer Engagement at Novo Nordisk
- Ryan Twiname, Head of Global Digital Marketing and Customer Engagement at LEO Pharma
- Yazan Iwidat, Global Omnichannel Experience Standards Lead at MSD
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.
This content was provided by Graphite Digital
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