Why Clinicians Ignore Your Medical Content

Published: 15 July 2026

Medical Affairs teams are producing more scientific content than ever, yet clinicians often never see it. In this episode of Transforming Medical Communications, Wesley Portegies is joined by Amit Phull, Chief Clinical Experience Officer at Doximity, to discuss why the “build it and they will come” model no longer works.

We’ll talk about:

• What clinician behavior actually looks like in practice
• How Medical Affairs can rethink content strategy around personalization, video, and third-party platform partnerships.
• Data-backed insights on what drives real engagement on Doximity
• Why the most valuable science in the world means nothing if it never reaches the people who need it