Personalised digital engagement is critical, but achieving it at scale is tough. At NEXT Australia 2026, Michael Kirby, Country Director, Australia and New Zealand, Medscape, took part in a panel with pharma leaders tackling why pharma must stop chasing consumer benchmarks like Netflix and start breaking down internal silos to deliver real HCP value. 

Catch up on our panel discussion from NEXT Pharma, Dubrovnik 2026

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Missed out on our talk “Artificial Intelligence or Artificial Irrelevance – What Pharma must do to keep up.” at NEXT Dubrovnik in May? 

Catch up below on the brilliant conversations. It’s essential viewing for anyone interested in the rapid intersection of artificial intelligence and modern medicine, particularly how these technologies address the overwhelming pace of change in clinical knowledge which now doubles every 73 days. 

The current state-of-affairs makes AI tools indispensable for managing patient consultations and accessing real-time, evidence-based guidelines. 

The panel also addresses critical concerns regarding trust and safety, highlighting the dangers of “hallucinations” in generic AI models, such as the fabrication of medical conditions, and how specialist platforms such as Medscape have developed vetted, peer-reviewed alternatives to ensure clinician and patient safety. 

Furthermore, the discussion explores the future of health equity and innovation and illustrates how AI-powered engines can deliver life-saving educational information to physicians 60% faster than traditional methods.

View below and fill out the form to learn more about Medscape AI and how we’re leading the way for HCPs, and Pharma, with integrating AI into an HCPs workflow and pharma communication strategies. 

Expert panel:

Richard Cassidy, SVP, Rx+ Business Accelerator at Astellas

Liisa Caliendo, Senior Vice President Marketing and Product Experience at Medscape

Kevin Fernando, Portfolio GP at NHS

Thank you to NEXT for such a brilliant event!

The days of relying on a single engagement channel are gone. As healthcare professionals (HCPs) modernise how they consume medical information, pharmaceutical companies must evolve or risk being left behind.

This insightful article, published by Pharma in Focus with expert data and commentary from our 2025 global insights survey dives into exploring how cardiology specialists prefer to receive news, updates and clinical data. The findings reveal a dramatic shift: while traditional sales reps face declining preference as a primary information channel, they still maintain a vital, integrated role in influencing clinical behaviour when paired with the right digital touchpoints.

What You Will Discover in This Article:

The data-driven roadmap to HCP trust: Learn exactly how cardiologists rank the influence of MSLs, digital content formats, and independent websites over traditional sales reps. 

“An aligned messaging campaign across independent medical websites, pharma rep visits, and pharma’s own individual channels can complement each other, forming an integrated campaign with multiple touchpoints.” – Michael Kirby, Country Director Australia and New Zealand, Medscape.

Ready to unlock the full data?

Don’t rely on fragmented strategies. Learn how to optimise your HCP engagement and align your messaging with actual physician behavior.

Fill out the form to download the full article.

The integration of robust data analysis is fundamentally transforming how medical education is delivered and measured. As healthcare professionals face increasingly complex demands, their training must evolve beyond traditional models.

This article, featured in Life Science Review magazine, examines the critical role of data in modernising medical learning. It details three strategic shifts, focusing on how data can personalise educational pathways, effectively integrate real-world evidence into curriculum design, and provide new metrics for assessing and improving physician competency. Understanding these changes is crucial for leaders in medical affairs and education seeking to future-proof their training programmes.

Read the full article in Life Science Review magazine via the form below.