From Collection to Activation: HCP 360 That Works Across Every Touchpoint
About this session
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.
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.
to share what she is building: a
What you’ll learn
- Why behavioral data beats declarative data:
- How the gap between what reps report and what HCPs actually do is costing teams follow-up quality, and how to close it.
- What uplift modeling looks like in practice:
- How historical engagement data can identify which HCPs to reach, when to reach them, and which communications to skip entirely.
- How to build a webinar journey that compounds:
- Moving from single-event thinking to a standardized, data-informed journey that spans two months before the event through one month after.
Speakers
- Mira Nebbache — GTM Strategy & AI
- Pierre Metrailler — CEO & Founder, Onomi