The HCP who no longer needs pharma’s front door

Published 24 August 2026

Author(s): Simon Young

Ask senior digital and omnichannel leaders across the world's largest pharma organisations the same question, and you get the same uncomfortable pause. Are we transforming our engagement models anticipating the customer of 2030, or for a generation of HCPs that's already, gradually, disappearing?

This piece draws on conversations with leaders running omnichannel, customer experience and digital strategy across global biotech and pharma - many of whom are grappling with the same question. What follows is the picture that emerges when you put those conversations together.