Featured white paper
The Launch Decision Architecture
How decisions before launch shape commercial performance. The paper examines launch planning and includes the Launch Reality Report and its supporting dataset.
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Ideas for better
HCP engagement
Articles and white papers for life sciences commercial and medical leaders. Read the articles here and explore the papers below.
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19 articles and white papers
White paper
The Launch Decision Architecture
How decisions before launch shape commercial performance. The paper examines launch planning and includes the Launch Reality Report and its supporting dataset.
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White paper
Who owns the customer journey?
How to define responsibility for HCP engagement across global, regional and local teams. Based on interviews with senior life sciences leaders.
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White paper
Strategic HCP segmentation
How to combine prescribing potential, adoption ladders and behavioural signals, then use the segments to plan journeys, content and field activity.
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White paper
The irony of technology
How conversational intelligence can help teams learn from HCP discussions, and what that means for the representative's role.
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White paper
2026 HCP engagement predictions
Our assessment of the priorities for HCP engagement in 2026, including trust, organisational change and the foundations needed to support new technology.
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Article
The opt-in delusion: why being allowed to speak isn't the same as being heard
An opt-in records permission to contact an HCP. This article explores what makes that contact relevant and welcome.
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Article
The doorman fallacy in life sciences
What a rep contributes beyond delivering messages, and what can be lost when that role is replaced by a digital channel. Drawing on Rory Sutherland's doorman analogy.
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Article
Two-thirds of drug launches miss the target. The molecule is rarely why
An analysis of launch performance between 2020 and 2025 and the commercial decisions that can affect it.
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Article
The pharma commercial model is broken. Everyone knows it. Almost no one is fixing it
An argument for designing the pharma commercial model around HCP needs and the relevance of each interaction.
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Article
The European data void: why pharma's "precision targeting" is a fairground illusion
The limits of European prescription data and what they mean for segmentation, targeting and next-best-action systems.
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Article
One degree off
How small errors in measurement can lead campaign decisions off course, and how teams can detect them earlier.
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Article
The perpetual motion machine
Why strategic initiatives create more work without resolving the underlying problem, and how to judge what an organisation should take on.
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Article
Pharmageddon's diagnosis was right, but it prescribed the wrong cure
A response to the Pharmageddon conference in Amsterdam, examining the gap between its diagnosis of HCP engagement and the changes proposed.
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Article
Is your field force playing quarterback or just running the playbook?
What sales force effectiveness measures should tell you about a representative's contribution as HCP access becomes more difficult.
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Article
Pharma disconnected: become engaging and ignore "engagements"
Why adding channels and technology has not resolved persistent engagement problems, and how to choose channels around the customer.
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Article
Breaking the black box between strategy and execution
How to measure what happens between a campaign's activities and its eventual results, so teams can adjust the work while it is running.
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Article
The last-mile problem in an omnichannel world
How fragmented data, rigid planning and unsuitable KPIs prevent teams from putting an omnichannel strategy into practice.
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Article
Three participants: the AI front door and what it changes for HCP engagement
What growing use of AI to find information could mean for HCP engagement, based on three charts from the report discussed in the article.
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Article
Any damn fool can make it complex
How to make strategy practical enough for teams to use, and what needs to be removed to get there.
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