01 / Perspective
Ideas worth examining
Our latest thinking on the decisions and foundations behind HCP engagement.
Insights / The Frequency
The Fractal ForceFrequency
A monthly view on HCP engagement. Articles, observations from client work, industry perspectives and practical questions for life sciences commercial and medical leaders.
02 / Practice
Lessons from the work
Observations from projects, conversations and life sciences teams.
03 / Questions
Something to take back
Practical questions to discuss with your team and apply to your own challenge.
The archive
Selected editions
October 2026
Knowing isn’t enough to change behaviour
Clinical switching friction, reflections from NEXT Pharma in Vienna, Graphite Digital’s HCP survey and Amy Atwood on AI adoption.
Read this editionSeptember 2026
What your foundations let you see
Our refreshed website and positioning, The Boardroom Illusion and The Non-Linear Lie, plus perspectives from ZS, Christine Ong and Viseven.
Read this editionJune 2026
The Launch Decision Architecture
The Launch Decision Architecture: our review of planned launches from 2026 to 2028 and the decisions that shape launch preparation.
Read this editionMay 2026
Heads down while the industry gathered in Dubrovnik
An update on our project work and the practical changes needed to support the HCP engagement ambitions discussed at NEXT Pharma in Dubrovnik.
Read this editionApril 2026
Two articles, a Viseven conversation and a data foundations paper
Mark's conversation with Nataliya Andreychuk of Viseven about improving omnichannel engagement, plus the ForgeDC paper on data foundations for AI.
Read this editionMarch 2026
Who owns the HCP journey?
Our first LinkedIn Live, with Marc Koolen of GSK and Mark Wheeler of Kyowa Kirin, discussed ownership of the HCP journey and the operating models needed to support it.
Read this editionFebruary 2026
The opt-in delusion
Why permission to contact an HCP does not establish whether they want the information, and how to make digital outreach more relevant.
Read this editionJanuary 2026
Separating signal from noise
Our 2026 HCP engagement predictions, the foundations behind useful AI and the growing importance of scientific dialogue.
Read this edition