WEBINAR #1: Beyond the Script Webinar Series

solli has partnered with Medscape, PulsePoint and WebMD to launch Beyond the Script – a three-part, co-branded webinar series that unpacks how real-world data and digital behaviors can help healthcare brands engage more effectively with both professionals and patients. Each concise episode focuses on a critical point in the modern marketing journey, from identifying clinical knowledge gaps to tackling measurement lag and connecting HCP and DTC activity.

Episode one, “What Physicians Know, What They’re Looking For, and How This Affects Brand Success,” is now live. Hosted by Richard Springham, CEO of solli, it brings together:

• Parker Noren, SVP, Growth & Product Strategy, Internet Brands

• Dr. Lori M. Dickerson, Senior Director, Global Reference Content, Medscape

Together they explore what physicians are really dealing with day to day, what the data reveals about knowledge gaps – and how brands can use those insights to shape smarter engagement strategies.

Watch the full webinar here:

Webinar #1 – Key Highlights

• The Pressure Cooker of Clinical Practice: Physicians face intense time pressure, constant context-switching and an explosion of clinical evidence – making it increasingly hard to stay fully up to date.
• Knowledge vs. Confidence Gaps: Medscape data shows persistent knowledge gaps across specialties, and a striking mismatch between physicians’ actual competence and their self-reported confidence.
• Defaulting When Uncertain: When unsure, clinicians often default to familiar approaches, order more tests or refer to subspecialists – behaviors that can slow optimal treatment and increase costs.
• Behavioral Signals That Matter: Platform data (e.g., drug comparisons, condition deep dives) can reveal “research” and “decision” moments in real time.
• AI-Driven Clinical Answers: Tools like Medscape AI let clinicians ask rich, contextual questions and receive concise, evidence-based answers, reducing the friction of traditional search.
• Segmenting by Knowledge Gap: Effective brand strategy starts with identifying and segmenting HCPs by specific knowledge gaps, then tailoring content, timing and channels accordingly.
• High-Value Content Environments: Brand.com, long-form digital units and CME offer deeper engagement that goes beyond reminder ads to meaningfully address gaps.
• What Brands Must Do Next: To earn attention and trust, brands must acknowledge clinicians’ realities and deliver faster, synthesised, point-of-care answers heading into 2026 and beyond.

Watch this space for Webinars #2 and #3 of Beyond the Script: Data-Driven Strategies to Engage Professionals & Patients, coming soon.