Has pharma fundamentally misunderstood what HCPs want from engagement, across channels, content and formats? This debate brings together two industry leaders to challenge assumptions and explore how gaps in HCP understanding are shaping engagement outcomes today. 

• Pharma continues to design engagement around internal brand priorities rather than HCP workflows, resulting in content and channels that feel repetitive and low-value to time-poor clinicians.
• Despite more data than ever, pharma relies on broad segmentation and assumptions, leading to mismatched channel choices and generic content that fail to reflect how HCPs want to engage today.

• Pharma has made significant progress in understanding HCP preferences, using real-world data, omnichannel insights, and feedback loops to personalise content and optimise channel selection at scale.
• The real barriers to engagement are external, regulatory constraints, HCP capacity pressures, and system complexity, not a lack of understanding, but limits on how insight can be activated.