NEXT Australia 2026 – The Reality of Personalisation: Can Pharma Really Deliver at Scale?

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. 

In this session recording, you will hear about: 

• Architecting Journeys Early

• Avoiding Over-Targeting

• Orchestrating Fewer Assets Effectively

• Adopting a “Connected” Channel Pillar

• Standardising Processes Regionally

• Retaining the Human Element in AI

• Involving Strategic Partners Early

Our panelists: 

We were delighted to take part in this conversation alongside a distinguished group of industry leaders who brought honest, real-world perspectives to the stage:

• Michael Kirby, Country Director, Australia and New Zealand at Medscape (Session Leader)
• Jonathon Moody, National Liaison Manager, Specialised Therapeutics
• Lauren Leahy, International Medical Affairs Omnichannel Leader, Lilly
• Steve Royle, Founder, Rumi

About NEXT Australia 2026

NEXT Australia is a premier multi-stage conference bringing together cross-functional leaders in Digital, Commercial, Medical Affairs, AI, and Technology. The event focuses on fostering smarter collaboration across the pharma ecosystem to create meaningful impact for customers, HCPs, and patients.

Have Questions?

If you have any questions about the panel’s discussion points or would like to find out more about how Medscape supports HCP engagement strategies across Australia and New Zealand, please fill out the form below, or contact Michael Kirby directly. To find out more about Medscape Australia, follow this link.