PARTNER INTERVIEW: Sermo
Moving beyond reach to plan more meaningful HCP engagement in 2027
In this Partner Interview sponsored by Sermo, Katherine Glavin, VP of Strategic Growth at Sermo, joins solli CEO Rich Springham to explore what pharma marketers need to know when planning HCP media for 2027.
As physicians navigate more channels, digital content and AI-generated information, they are becoming increasingly selective about where they spend their time. The conversation examines why reach and frequency alone are no longer enough, and why professional relevance, peer validation and trusted environments must play a greater role in media planning.
Katherine explains how direct physician insights can inform targeting, messaging and creative before launch, while engagement signals can support optimisation during a campaign. Looking ahead, the brands best positioned to build stronger HCP relationships will focus on sustained, meaningful engagement grounded in trust, relevance and professional context — with the ultimate aim of supporting better outcomes for physicians and their patients.
