1. Time scarcity as the ultimate barrier
- The scarcest resource for HCPs is not access, but time. And it will get worse!
- Pharma has a responsibility to use that time wisely.
2. Why omnichannel has not delivered
- The industry created channel complexity but often measured outputs (emails sent, calls made) instead of outcomes (impact, satisfaction).
- Current personalization is superficial; what we need is smarter segmentation and contextualized engagement. Personalization is not our battle to fight (yet)
3. Inbound over push-marketing
- Engagement must shift from bombardment to attraction. “People love to buy, but hate being sold to”
- HCPs increasingly rely on digital platforms, peer networks, and Digital Opinion Leaders (DOLs).
- Pharma needs to provide value-driven content where HCPs already are, not just where we want them to be. Pharma websites are not really purpose-driven or natural, they are an artificial setup only surviving with sponsored ads...
- Role of Social Media in a “Pull-World” and why thought leaders are corporate assets in the future
4. KOLs vs. DOLs – a new matrix
- KOLs remain scientific authorities, but DOLs shape daily digital dialogue.
- Both are critical influencers, requiring new partnership models.5. AI will not solve the relevance problem
- AI can optimize content production and targeting, but it cannot replace strategic clarity.
- We spend too much time optimizing the last 10% of the funnel (formatting, timing, dashboards) instead of fixing the top 50% (strategy, value definition, content quality).
- Both global and local teams need to refocus on why and what we communicate, not just how often.
Personalization comes from PEOPLE in the field
