From Collection to Activation: HCP 360 That Works Across Every Touchpoint

Most pharma teams are sitting on more HCP data than they realize. The problem is not collection. It is activation.

A rep reports that an HCP is interested in efficacy. The behavioral data tells a different story: the same HCP has spent six months reading patient education content. Two very different signals. Two very different follow-up strategies. Only one of them is right.

Mira Nebbache is an Omnichannel Business Partner in the rare disease space who has spent her career bridging data science, commercial strategy, and medical engagement. Drawing on experience at Google, IBM, and in Sanofi, she brings a perspective that is deliberately cross-industry: what FMCG and retail brands have done with behavioral signals for years, and what it takes to apply the same rigor to HCP engagement.

On June 23, Mira will join Pierre Metrailler to share what she is building: a standardized best-in-class webinar journey developed using uplift modeling, and an initiative to create an internal HCP 360 platform that retains behavioral data across touchpoints rather than losing it between events. The ambition is a system where every interaction, whether at a congress booth, in a webinar Q&A, or through a medical education module, adds to a growing, structured picture of each HCP’s interests and readiness to engage.

Pierre will connect Mira’s frameworks to the infrastructure question that sits underneath all of it: what it takes for behavioral signals captured across webinars, congresses, and advisory boards to be resolved to an HCP identity and made available in real time, so that every touchpoint compounds into a richer, more actionable profile. The goal is not more data. It is a system where data does not disappear between events, and where the next rep interaction is always informed by everything that came before.