How Pfizer Transformed HCP Engagement Without More Content
September 30, 2025
When 80% of HCPs find pharma content irrelevant to their needs, we have a problem. Omnichannel strategy in Medical Affairs requires a fundamental shift from pushing content through multiple channels to delivering targeted, audience-centric scientific communications that solve real healthcare challenges. In this episode of Transforming Medical Communications, Wesley Portegies is joined by the Omnichannel Lead of Global Scientific Communications Oncology at Pfizer, Nishal Patel, to unpack what omnichannel really means and how Medical Affairs can move beyond the buzzword to implement meaningful, measurable omnichannel strategies.
When 80% of HCPs find pharma content irrelevant to their needs, we have a problem. Omnichannel strategy in Medical Affairs requires a fundamental shift from pushing content through multiple channels to delivering targeted, audience-centric scientific communications that solve real healthcare challenges. In this episode of Transforming Medical Communications, Wesley Portegies is joined by the Omnichannel Lead of Global Scientific Communications Oncology at Pfizer, Nishal Patel, to unpack what omnichannel really means and how Medical Affairs can move beyond the buzzword to implement meaningful, measurable omnichannel strategies.
We’ll talk about:
- How to differentiate between multichannel and omnichannel approaches
- Why successful omnichannel requires starting with audience research before selecting channels or creating content
- How to interpret engagement metrics beyond surface-level numbers to drive strategy optimization
- Why change management and mindset shifts are crucial for successful omnichannel implementation
- How to future-proof Medical Communications by embracing emerging technologies and shifting from traditional content dissemination models
Cut Through the Noise. Elevate Your Strategy.
Guiding Medical Affairs strategy across Medical Communications, Field Medical, or Medical Affairs Training? Wesley Portegies, host of Transforming Medical Communications, is opening up a few exclusive 30-minute consultancy sessions.
Guiding Medical Affairs strategy across Medical Communications, Field Medical, or Medical Affairs Training? Wesley Portegies, host of Transforming Medical Communications, is opening up a few exclusive 30-minute consultancy sessions.
This is a candid, insight-rich opportunity to step back from the day-to-day, pressure-test your approach, and explore fresh solutions to complex MedComms challenges—from scientific engagement to operational alignment.
If you’re shaping the future of Medical Affairs at your organization, this conversation is for you.
Reserve your session → Schedule now https://bit.ly/4n1R62l
Previous guests include: Sissy Easo-Joseph at GSK, Barbara Bish at Janssen, Drew Provan at Queen Mary University, Rebecca McCracken at Agios Pharmaceuticals
Check out our three most downloaded episodes:
- The Human Side of Medical Communications: Building Trust
- From Research to Reach: How Sermo, Kudos, and Figshare Expand Your Audience
- Modernizing Your MedComms Approach
Transforming Medical Communications is handcrafted by our friends over at: fame.so
Disclaimer: The opinions and views expressed by the guest are their own and do not represent any past or current employers.