Blog Archives - Medscape https://www.medscapeglobal.com/category/blog/ Thu, 20 Nov 2025 17:17:30 +0000 en-US hourly 1 https://www.medscapeglobal.com/wp-content/uploads/2022/12/cropped-Favicon-32x32.png Blog Archives - Medscape https://www.medscapeglobal.com/category/blog/ 32 32 Catch Up on our Webinar: Is the industry still relying on traditional methods that no longer cut through? https://www.medscapeglobal.com/catch-up-on-our-webinar-is-the-industry-still-relying-on-traditional-methods-that-no-longer-cut-through/ Thu, 20 Nov 2025 17:14:55 +0000 https://www.medscapeglobal.com/?p=2294 The post Catch Up on our Webinar: Is the industry still relying on traditional methods that no longer cut through? appeared first on Medscape.

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Challenging the Status Quo in HCP Omnichannel Communications

The Preference Paradox: Is Your Pharma Content Failing to Reach Time-Poor HCPs?

In an increasingly competitive and noisy digital healthcare landscape, a pharma company’s core mission, improving patient outcomes,is directly linked to its ability to influence HCP clinical behaviour. Yet, reaching busy clinicians with the right message at the right time is harder than ever before.

Is the industry still relying on traditional methods that no longer cut through?

In our recent webinar, ‘How to meet your Physicians where they are online – Challenging the Status Quo in HCP Omnichannel Communications’, a panel of global experts challenged conventional wisdom, dissecting the key communication failures and the necessity of a bold strategic re-evaluation.

The discussion featured:

  • Liisa Caliendo, Senior Vice President of Global Product and Marketing at Medscape.
  • Michael Brandreth, Senior Vice President of Global Sales at Medscape.
  • Justin Freid, Chief Media & Innovation Officer at CMI Media Group.
  • Kelly Smith, Chief Executive of Health at Four.

Here are the most pressing challenges facing the pharmaceutical industry today and how our experts frame the problem:

1. The Omnichannel Identity Crisis

The term ‘omnichannel’ has become so ubiquitous that some argue it is nearing a “redundant description”. While it implies a seamless, integrated approach, many products or offerings misuse the term, sometimes calling a mere two-channel approach ‘omni’ and thereby diluting its true meaning.

The challenge: How do we move away from a “shopping list of different channels” and towards a model that genuinely centres on where HCPs are choosing to spend their time? And, in a globally restricted environment, what capabilities must the industry evolve and improve to drive better integration and orchestrated experiences?

2. The Time Poverty and Digital Noise Crisis

HCPs operate under overwhelming schedules and demanding clinical environments. This, combined with a deluge of content released online, creates a severe “time poverty crisis” that makes it extremely challenging for physicians to find the information they need.

The challenge: If physicians are inundated, especially from the industry’s historical over-reliance on a ‘push’ model (e.g., Rep-sent emails), how can pharma ensure its critical information is actually absorbed? What communication preferences are being ignored, and how can we put the individual doctor back in the driving seat?

3. The Quest for Trust

The pharmaceutical industry’s mission to improve patient outcomes hinges on building and maintaining a trusting relationship with the HCP. However, pharma is often not viewed as an independent source of information, making the path to trust more difficult.

The challenge: In an era of content saturation, HCPs face a challenging search for credible, unbiased, and clinically relevant information. How can a brand ensure its messages are fair and balanced, and what role do third-party Sources of Authority play in bridging the trust gap, especially when the industry’s “Build Build Build” approach to consent is often seen as pharma-centric?

4. The Reach and Segmentation Hurdle

Effective strategies require advanced audience segmentation that takes into account factors beyond demographics, such as affinity, promotional sensitivity, and patient population. However, the temptation to over-segment can be a logistical trap.

The challenge: Where is the line between precise segmentation and creating an unrealistic content burden due to approval requirements? Furthermore, how do you consistently engage and attract the “hardest-to-reach” HCPs, those in previously inaccessible or highly specific digital environments?

The Way Forward: Practical Takeaways Await

This panel discussion went beyond framing the problems and provided actionable insights. The ultimate takeaway? Whether you’re in one channel or several, focus on ensuring your message is clear, succinct, and respectful of the doctor’s time—because the worst thing you can do is get in front of a doctor and give them information they don’t need.

To discover the practical solutions, frameworks, and technology blueprints shared by our experts from Medscape Extend, CMI Media Group, and Four, watch the recording of the webinar today.

Ready to transform your HCP engagement?

Meet the participants:

Medscape:
Liisa Caliendo – Senior Vice President of Global Product and Marketing
Liisa Caliendo is a highly accomplished marketing and communications leader with over 15 years of experience in global product and marketing roles. She is currently the Senior Vice President of Global Product and Marketing at Medscape, where for the past 12 years she has successfully built a US and global team and strategy to lead digital innovation in the healthcare space across commercial and medical affairs divisions. Liisa holds a Master of Public Health in Epidemiology, and prior to joining Medscape she was selected for a fellowship at the CDC, led data product creation at Elekta (an oncology EMR and medical device company), and worked as a consultant at IQVIA. 

Michael Brandreth – Senior Vice President of Global Sales
Michael started his career with the Financial Times Group as a market and media analyst, before spending over a decade working for advertising agencies helping create several award-winning digital campaigns.

Spotting an opportunity to put his communication planning skills and experience to use in a completely different industry sector, he moved into healthcare publishing and spent a number of years at M3. In 2015, he joined WebMD/Medscape, where he now heads up the Global Commercial & Medical Affairs team. Michael works closely with healthcare organisations to drive real, measurable changes in clinical practice through a mix of promotional and educational programmes.

CMI Media Group:
Justin Freid – Chief Media & Innovation Officer, CMI Media Group
Justin works at the intersection of people, technology and data to fuel growth. During his tenure at CMI, he has been instrumental in the growth of the company’s award-winning media capabilities and guides the evolution of the agency’s services across the globe. By keeping a pulse on consumer behavior and advancements in technology, he readies the agency to take advantage of the ever-changing landscape. 

Prior to joining CMI Media Group, Justin held positions at various SaaS tech start-ups and performance focused advertising agencies. Justin is widely recognized for this thought leadership, and has been honored as a MM+M 40 Under 40, PharmaVOICE 100 and PM360 ELITE.

Four:
Kelly Smith – Chief Executive, Health
Kelly is chief executive of our health sector services and has 20 years’ experience leading teams and driving innovation. She is a leading healthcare strategist in developing UK and global integrated healthcare professional and patient-centric campaigns. Kelly has continued to push the boundaries by creating cutting edge and outcome driven routes for pharmaceutical companies, government agencies, wellbeing brands and charities. 

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]]> Webinar: It’s Time to Challenge the Status Quo in HCP Omnichannel Communications https://www.medscapeglobal.com/webinar-its-time-to-challenge-the-status-quo-in-hcp-omnichannel-communications/ Wed, 29 Oct 2025 17:41:48 +0000 https://www.medscapeglobal.com/?p=2283 The post Webinar: It’s Time to Challenge the Status Quo in HCP Omnichannel Communications appeared first on Medscape.

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The mission of any pharmaceutical company (and ours)  is clear: improve patient outcomes. This core goal relies heavily on effectively influencing HCP clinical behaviour and driving critical disease education. The question is, are your current communication strategies working as effectively as they could?

In today’s landscape, which is marked by physician time poverty and an overwhelming deluge of online information, making your messages land with traditional methods is simply no longer viable. The status quo is being challenged – and if you’re not transforming your approach as many pioneering pharma companies already are, you risk being left behind. Discover the blueprint that those pharma companies are applying in our webinar.

Why Traditional Methods are Failing to Connect

We know that modern HCPs have diverse communication preferences, digital fluency, and learning styles. A one-size-fits-all approach is no longer enough. We’ve categorised the challenges we’re facing into four:

  1. The Time Poverty Crisis: How do you ensure your message is found when a physician’s schedule is busy and the volume of online information needed to stay up-to-date is too vast.
  2. The Preference Paradox: Personalisation in format, channel, and content is no longer a luxury; it’s an absolute necessity for effective absorption.
  3. The Reach Challenge: Consistently engaging the “hardest-to-reach” HCPs, particularly in niche or previously inaccessible digital environments, is becoming tougher.
  4. The Quest for Trust: HCPs are constantly searching for credible, unbiased, and clinically relevant information. If your platform isn’t seen as trustworthy, you won’t get their attention.
Register and unlock your blueprint to success

The Solution: An Integrated Omnichannel Blueprint

To move the needle and drive a real-world impact, we need a bold re-evaluation and transformation. This is where an integrated, compliance-aware omnichannel blueprint comes in.

On Thursday 20th November at 2:00 PM GMT, we are partnering with CMI Media Group and Four for a crucial webinar hosted by PharmaPhorum. We will share our insights on how to formulate and execute a strategy that:

  • Utilises Advanced Segmentation: Move beyond basic targeting by truly understanding your audience’s communication preferences.
  • Leverages Technology: Harness the power of the latest technologies such as identity-based activation to ensure the most precise and correct information is delivered to each HCP at the best possible time.
  • Integrates Seamlessly: Learn how to connect digital engagement metrics to your business objectives and patient goals, all while operating within strict compliance frameworks.

Don’t let outdated communication practices hold back your core mission. It’s time to equip yourself with the strategy that can engage your target HCPs and drive measurable change.

Ready to transform your HCP engagement?

Meet the participants:

Medscape:
Liisa Caliendo – Senior Vice President of Global Product and Marketing
Liisa Caliendo is a highly accomplished marketing and communications leader with over 15 years of experience in global product and marketing roles. She is currently the Senior Vice President of Global Product and Marketing at Medscape, where for the past 12 years she has successfully built a US and global team and strategy to lead digital innovation in the healthcare space across commercial and medical affairs divisions. Liisa holds a Master of Public Health in Epidemiology, and prior to joining Medscape she was selected for a fellowship at the CDC, led data product creation at Elekta (an oncology EMR and medical device company), and worked as a consultant at IQVIA. 

Michael Brandreth – Senior Vice President of Global Sales
Michael started his career with the Financial Times Group as a market and media analyst, before spending over a decade working for advertising agencies helping create several award-winning digital campaigns.

Spotting an opportunity to put his communication planning skills and experience to use in a completely different industry sector, he moved into healthcare publishing and spent a number of years at M3. In 2015, he joined WebMD/Medscape, where he now heads up the Global Commercial & Medical Affairs team. Michael works closely with healthcare organisations to drive real, measurable changes in clinical practice through a mix of promotional and educational programmes.

CMI Media Group:
Justin Freid – Chief Media & Innovation Officer, CMI Media Group
Justin works at the intersection of people, technology and data to fuel growth. During his tenure at CMI, he has been instrumental in the growth of the company’s award-winning media capabilities and guides the evolution of the agency’s services across the globe. By keeping a pulse on consumer behavior and advancements in technology, he readies the agency to take advantage of the ever-changing landscape. 

Prior to joining CMI Media Group, Justin held positions at various SaaS tech start-ups and performance focused advertising agencies. Justin is widely recognized for this thought leadership, and has been honored as a MM+M 40 Under 40, PharmaVOICE 100 and PM360 ELITE.

Four:
Kelly Smith – Chief Executive, Health
Kelly is chief executive of our health sector services and has 20 years’ experience leading teams and driving innovation. She is a leading healthcare strategist in developing UK and global integrated healthcare professional and patient-centric campaigns. Kelly has continued to push the boundaries by creating cutting edge and outcome driven routes for pharmaceutical companies, government agencies, wellbeing brands and charities. 

The post Webinar: It’s Time to Challenge the Status Quo in HCP Omnichannel Communications appeared first on Medscape.

]]> Celebrating One Year of Medscape Extend: Revolutionising HCP Engagement https://www.medscapeglobal.com/celebrating-one-year-of-medscape-extend/ Wed, 10 Sep 2025 13:30:29 +0000 https://www.medscapeglobal.com/?p=2246 The post Celebrating One Year of Medscape Extend: Revolutionising HCP Engagement appeared first on Medscape.

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In today’s fast-paced digital world, engaging healthcare professionals (HCPs) demands more than just traditional methods. Physicians, like all of us, lead multi-faceted lives and spend a significant amount of time online. They don’t just consume medical content; they browse the news, explore their hobbies, and engage with a wide range of topics across the internet.

For the past year, Medscape Extend has been successfully navigating this complex landscape, proving to be the missing piece for a truly complete omnichannel strategy.

Crossover Moments: Connecting Beyond the Clinic

We know that HCPs research new treatments AND catch up on industry news AND browse their personal interests, not OR. Medscape Extend was built to address these moments. Our proprietary unique, identity-based activation extends your messaging compliantly to physicians beyond medical platforms, creating powerful “crossover moments” that follow the HCP as they move from researching a new treatment protocol to exploring their personal hobbies.

This capability is unprecedented in the industry enabling your brand’s story to continue from the trusted Medscape ecosystem to wherever HCPs are online, offering an incredible opportunity to stay top-of-mind in a way that’s both compliant and effective.

Non Endemic Extend Advertising

Proven Success, Measurable Impact

The results from our first year speak for themselves. Since last year, Medscape has launched over 126 Extend campaigns in 44 countries, delivering over 63 million impressions, and geofenced 18 medical congresses. This demonstrates the solution’s scalable value for pharmaceutical companies looking to reach a global audience.

But we don’t just stop at impressions. Our approach goes beyond simple metrics to evaluate the behavioural impact on HCPs. By understanding how our campaigns influence their actions, we help our partners make more informed decisions that ultimately lead to improved patient outcomes.

We’ve had the privilege of partnering with some of the industry’s most pioneering pharmaceutical companies, helping them achieve true omnichannel engagement with our HCP members. By integrating Medscape Extend into both their branded and unbranded strategies, these companies have been able to build meaningful, lasting connections.

Are you ready to transform your physician engagement strategy? Let’s work together to drive meaningful connections for a healthier tomorrow.

Medscape Extend Lead Form

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]]> Unlock 177 Article: Million Hours: Your Key to Physician Engagement https://www.medscapeglobal.com/unlock-177-million-hours-your-key-to-physician-engagement/ Thu, 26 Jun 2025 08:52:17 +0000 https://www.medscapeglobal.com/?p=2110 The post Unlock 177 Article: Million Hours: Your Key to Physician Engagement appeared first on Medscape.

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In today’s digital world, connecting with physicians beyond traditional channels is crucial. While you’ve likely got a strategy for reaching them on professional medical sites, there’s a vast, untapped opportunity: the millions of hours physicians spend online outside of those platforms.

Imagine reaching physicians during their “blue jeans moments” – those relaxed, reflective times when they’re most receptive to your message. This isn’t about interrupting their clinical work; it’s about seamlessly integrating your brand into their digital life.

This exclusive article, written by Liisa Caliendo, Senior VP Global Product and Marketing at Medscape in Pharmaceutical Market Europe, reveals how Medscape Extend is changing the game for pharmaceutical marketers in Europe. Discover:

  • The overlooked online habits of European physicians: Learn how much time they spend online and where.
  • How to precisely target Medscape-verified HCPs across the entire web, not just on medical sites.
  • The power of “blue jeans moments”: Understand why reaching physicians during their off-hours leads to better message retention and trust.
  • Why Medscape Extend is a compliant, brand-safe, and responsible solution for the European market.
  • How to achieve true omnichannel reach that complements your existing medical education and digital strategies.

Don’t miss out on 177 million hours of potential engagement every month.

Ready to redefine your physician engagement strategy?

Download our article now and discover how Medscape Extend can help you unlock unprecedented reach and resonance with European physicians.

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The post Unlock 177 Article: Million Hours: Your Key to Physician Engagement appeared first on Medscape.

]]> The Human Equation: Why AI Needs a Human Touch in HCP Engagement https://www.medscapeglobal.com/the-human-equation-why-ai-needs-a-human-touch-in-hcp-engagement/ Thu, 26 Jun 2025 08:52:14 +0000 https://www.medscapeglobal.com/?p=2114 The post The Human Equation: Why AI Needs a Human Touch in HCP Engagement appeared first on Medscape.

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AI is transforming healthcare, from drug discovery to supply chains. Its potential for efficiency and insights is undeniable. But when it comes to effectively communicating with Healthcare Professionals (HCPs), is technology enough?

Liisa Caliendo, SVP Global Marketing and Commercial Product Development was asked to comment by Pharmaceutical Market Europe for their latest article diving into this crucial question, arguing that true engagement with HCPs requires more than just algorithms – it demands finesse, flexibility, and crucially, the human touch.

Discover why:

  • AI’s Strengths and Limitations: Understand where AI excels (data mining, referencing) and where it falls short (facilitating debate, peer-to-peer discussion).
  • The “Sweet Spot” of Engagement: Learn how to combine digital innovation with human intuition for truly impactful HCP communications.
  • Tailoring Your Approach: Explore the importance of audience identification and flexible strategies to navigate the time-pressed lives of HCPs.
  • Recreating the Human Experience Online: See how to build virtual forums that foster genuine debate and knowledge exchange, mimicking in-person interactions.
  • Navigating Access Challenges: Get insights into current HCP access rates and how a nuanced approach to digital engagement can improve them.

Don’t let your AI strategy miss the most vital ingredient: humanity.

Download the full article now to uncover how to blend the power of AI with the irreplaceable human element for superior HCP engagement.

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The post The Human Equation: Why AI Needs a Human Touch in HCP Engagement appeared first on Medscape.

]]> Net Promoter Score 2024: Demonstrating our commitment to customer excellence https://www.medscapeglobal.com/net-promoter-score-2024-demonstrating-our-commitment-to-customer-excellence/ Thu, 05 Jun 2025 10:54:01 +0000 https://www.medscapeglobal.com/?p=2097 We are thrilled to announce our company’s outstanding Net Promoter Score (NPS) results for 2024. Our score of 74 is a testament to our unwavering commitment to delivering exceptional customer...

The post Net Promoter Score 2024: Demonstrating our commitment to customer excellence appeared first on Medscape.

]]> We are thrilled to announce our company’s outstanding Net Promoter Score (NPS) results for 2024. Our score of 74 is a testament to our unwavering commitment to delivering exceptional customer experiences and exceeding expectations.

74 Net Promotor Score Medscape Global 2024
What is a Net Promoter Score?

For those unfamiliar, the Net Promoter Score (NPS) is a widely used customer loyalty metric that measures how likely clients/agencies are to recommend Medscape to others. Our NPS is calculated by surveying customers and asking them how likely they are to recommend Medscape to others on a scale from 0 to 10. Respondents are categorized into three groups: Promoters (scores 9-10), Passives (scores 7-8), and Detractors (scores 0-6). The NPS is derived by subtracting the percentage of Detractors from the percentage of Promoters. According to global benchmark data, which accounts for the NPS of more than 150,000 organisations, the average score is +32. 

NPS provides a clear, quantifiable measure of customer loyalty and satisfaction, allowing companies to gauge their performance and identify areas for improvement. Additionally, NPS correlates well with business growth, making it a valuable tool for predicting customer behavior and long-term success.

Celebrating Our 2024 NPS of 74

Our 2024 NPS of 74 is a significant achievement and a clear indicator of our customers’ loyalty and satisfaction. This score places us in the top quartile of companies across various industries, demonstrating our exceptional performance in delivering outstanding customer experiences.

We are incredibly proud of this accomplishment, as it reflects the hard work and dedication of our entire team. We continuously strive to improve our products and services, and this high NPS score validates our efforts.

Looking ahead

As we progress through 2025, we are committed to maintaining our high NPS score and continuing to exceed our customers’ expectations. We will continue to actively seek and incorporate customer feedback, invest in innovative solutions, and deliver exceptional customer experiences.

Thank you to all of our clients who have provided feedback to us. We look forward to continuing to partner with you in the years to come.

The post Net Promoter Score 2024: Demonstrating our commitment to customer excellence appeared first on Medscape.

]]> Leverage Medscape Extend for Maximum Coverage: A Strategic Approach https://www.medscapeglobal.com/leverage-medscape-extend-for-maximum-coverage-a-strategic-approach/ Mon, 06 May 2024 11:32:39 +0000 https://www.medscapeglobal.com/?p=1549 In the sometimes complex landscape of HCP marketing in the European Union (EU), Canada, and the UK, reaching healthcare professionals online with targeted and relevant content is crucial to inspiring...

The post Leverage Medscape Extend for Maximum Coverage: A Strategic Approach appeared first on Medscape.

]]> In the sometimes complex landscape of HCP marketing in the European Union (EU), Canada, and the UK, reaching healthcare professionals online with targeted and relevant content is crucial to inspiring behaviour change. One powerful tool in the arsenal of EU pharma marketers is reaching this crucial audience within endemic online networks like Medscape. However, there is an entire part of the online journey that happens off these endemic sites that has traditionally been hard to identify and reach for pharma marketers.  By utilising 1st party publisher data from Medscape’s Global Network properties and leveraging programmatic technology from PulsePoint, marketers can now effectively identify, reach, and engage their target audience across the open internet with confidence.

 

This article explores the key benefits of incorporating Medscape’s new technology platform into a pharma marketer’s media strategy and highlights this approach, using Medscape’s 1st party publisher opt-in process, is fully GDPR compliant.

Identifying the Audience with Medscape’s Verified 1st Party Publisher Data

Medscape, the leading online resource for healthcare professionals, provides a wealth of 1st party publisher data that can be instrumental in identifying and understanding a target HCP audience. This data encompasses insights into the preferences, behaviours, and interests of healthcare professionals, allowing pharma marketers to tailor their content to resonate with the audiences that matter most to them.

Pulsepoint and Medscape working together is the first time a publisher and a supply-side platform has joined forces to offer the ability to target audiences online programmatically. One of the key advantages of utilising 1st party publisher data is its accuracy and reliability. Medscape verifies its users, ensuring that the data is up-to-date and reflective of the real preferences of healthcare professionals. This granular level of detail enables marketers to create highly targeted campaigns that are more likely to capture the attention of their intended audience, but also provide the confidence that they are reaching that intended audience with precision and accuracy to ensure compliance.

 

Reaching and Reengaging with PulsePoint Technology

PulsePoint’s programmatic technology plays a pivotal role in the success of this retargeting strategy. Taking advantage of sophisticated algorithms and automation, pharma marketers can efficiently identify and reengage healthcare professionals across the vast expanse of the open internet. PulsePoint allows for the placement of ads on those websites that are frequented by HCPs.

Medscape’s integration with PulsePoint technology enables marketers to extend their reach beyond the Medscape Global Network. This is particularly advantageous as healthcare professionals most often navigate various channels for both personal and professional purposes. Medscape Extend ensures that marketers stay connected with their HCP audience wherever they go on the internet after visiting a Medscape property.

 

GDPR Compliance through Medscape’s 1st Party Publisher Validation

Navigating the regulatory landscape is of utmost importance in EU pharma marketing. Medscape’s 1st party publisher validation process is designed to adhere to the General Data Protection Regulation (GDPR), ensuring that user data is collected and used in a transparent and lawful manner.

Healthcare professionals who engage with the Medscape Global Network actively consent to the use of their data for personalised content and advertising. This opt-in approach aligns with GDPR requirements, giving EU pharma marketers confidence in the legality and compliance of their retargeting efforts.

Incorporating Medscape Extend into the media strategy of EU pharma marketers is a strategic move that offers numerous benefits. The combination of 1st party publisher data and programmatic technology allows marketers to precisely identify and reengage their target audience across the open internet. Moreover, Medscape’s GDPR-compliant 1st party publisher validation process ensures that marketers can navigate the regulatory landscape with confidence. By leveraging Medscape Extend in their retargeting efforts, EU pharma marketers can enhance the effectiveness of their campaigns and establish meaningful connections with healthcare professionals in the digital realm.

The post Leverage Medscape Extend for Maximum Coverage: A Strategic Approach appeared first on Medscape.

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