Neobook — clinical reference

Is digital truly driving pharma strategy or just adding more dashboards? Watch the recording as our expert panel reveals where digital engagement is really headed.

Digital engagement is now part of almost every pharmaceutical marketing plan. That much is clear.

But the real question is slightly more uncomfortable. Has digital actually become part of strategy, or is it still sitting on the side, measured through clicks, open rates, and engagement dashboards that don’t always translate into real commercial impact?

Over the past few years, many organisations invested heavily in digital channels. Platforms, email programmes, content hubs, analytics dashboards. In theory, all of this should have strengthened how pharmaceutical companies engage with healthcare professionals. In practice, the picture is a little more mixed.

Some teams have seen real value. Others feel digital sometimes became another KPI to report rather than a tool that genuinely supports prescribing decisions or improves HCP engagement.

That tension is exactly what this webinar recording explores.

EMGuidance hosted a thought leadership discussion that brought together perspectives from commercial leadership, strategy enablement, and future-focused healthcare thinking. The goal was not simply to talk about digital channels, but to unpack how digital engagement connects to commercial strategy.

Three industry voices brought very different perspectives to the table:

Nashlyn Jangooraj, Strategy Enablement Manager, who works closely with organisations navigating digital transformation and commercial capability development.

Phumlani Mancapha, Managing Director of MM Group and a commercial leadership expert with experience across organisations such as AstraZeneca and Mylan.

Louise Claassen, Co-Founder and Managing Director at ORBmersive, who focuses on how emerging technologies and immersive learning are reshaping professional decision making.

Together, the conversation unpacked what the industry may have gotten right, where assumptions may have been wrong, and what a more aligned digital future could look like.