The New Engagement Model for Next Gen HCP

Pharma is still relying on rigid playbooks, isolated input metrics, and portals that expect HCPs to come to them. At Pharmageddon, when 250 participants were asked which outdated practice they would throw overboard, the responses revealed the same pattern: the industry keeps repeating tactics that no longer work. Fear, inertia, and the status quo slow teams down, even as clinicians report feeling overwhelmed, underwhelmed, and unheard.

Phil Blackmore’s recent interview with Dr. Azmain Chowdhury brought this tension to life. Gen Z and millennial HCPs do not want another 30-page PDF or an “unforgettable” portal. They want relevance, connection, and communication that feels human. They are scientists, but they are also creators, communicators, and the next generation of decision makers. The gap between what HCPs need and what pharma delivers is widening, and younger clinicians are making it impossible to ignore.

In this 30-minute episode, Create Health CEO, Phil Blackmore, joins Pierre Metrailler, CEO at Onomi, to break down why current HCP engagement is falling behind, how legacy habits erode trust, and what it takes to build strategies that resonate today. They will explore why traditional content formats fall flat, how younger HCPs are reshaping expectations, and why real engagement requires meeting clinicians where they are, not where brand plans assume they are.