Michele Sirkin – solli sessions Season 3

Watch the full episode below:

Listen to the full episode on Spotify:

Human-Centered Media in a Machine-Led World: How Michele Sirkin Is Redefining HCP Engagement

Michele Sirkin, Head of HCP Communications Design at Initiative, on personalization, burnout, health equity, and why the future of pharma media depends on seeing the full picture.

In this episode of solli Sessions, Michele Sirkin reflects on a career journey that bridges traditional advertising, digital innovation, and the evolving demands of healthcare communications. From her early days in broadcast buying to building and advancing HCP capabilities at Initiative, Michele shares a deeply human perspective on how media can better support physicians – and ultimately patients – in an increasingly complex ecosystem.

With physician burnout rising, AI reshaping search and decision-making, and the lines between HCP and DTC media blurring, Michele offers a grounded practitioner’s view on what it takes to design communications that are not just effective but also respectful, relevant, and equitable.

This conversation explores how innovation in HCP media must move beyond channels and tactics to focus on moments that matter, workflows that support care, and partnerships that reflect the diversity of the communities healthcare serves.

What to expect from this episode:

From Advertising to Health Purpose
How Michele’s career evolved from national broadcast buying into healthcare and pharma, and why combining creativity with medicine became the perfect professional fit.

HCPs Are People Too
Why physician burnout has changed the rules of engagement, and how omnichannel strategies must insert value into clinical workflows rather than add more disruption.

Innovation That Breaks Conventional Boundaries
From EHR and AI-powered search to sports and new contextual environments, HCP media is expanding into unexpected spaces to stand out in a crowded landscape.

Bringing HCP and DTC Together
Why true impact comes from seeing the full picture; aligning physician and patient communications so conversations in the exam room are more informed, connected, and productive.

Personalization by Moment, Not Just by Target
How brands are moving beyond identifying physicians to understanding when and where they are most receptive, and tailoring messaging to those real-life moments of care.

Equity as an Industry Responsibility
Michele’s call for more collaboration across pharma media to advance health equity, address bias in audience models, and ensure diverse partners and populations are not left behind.

The Future of Partnership with HCPs
Why the next era of HCP media must be about supporting decision-making with relevant information, powered by technology but grounded in trust and human judgment.

To dive into all solli Sessions podcast episode click HERE.