What HCPs want from digital pharma in 2026
Graphite Digital Report Finds 65% of HCPs Reduce Engagement After Poor Digital Experiences
Graphite Digital has published a new report, The value gap: What HCPs want from digital pharma in 2026, examining how digital interactions influence healthcare professional (HCP) engagement with pharmaceutical companies.
Based on research among 225 senior clinicians across the UK, USA and Germany, the report finds that 65% of HCPs have reduced or ceased engagement with pharma companies following poor digital experiences, with 56% saying this has happened at least once. Additionally, 37% state that digital interactions shape their perception of pharma companies as much as, or more than, in-person engagement.
Key findings show that 52% of clinicians view pharma communications as overly promotional, while 58% say digital content often feels repetitive or irrelevant. Many respondents highlighted the importance of relevant, evidence-based content delivered through accessible, easy-to-use platforms.
The findings point to a widening gap between digital investment and digital experience, as pharma companies continue to expand their omnichannel strategies. As more engagement shifts online, the quality, usability and clinical relevance of digital touchpoints appear to be playing an increasingly central role in shaping long-term HCP relationships.
The report also underscores the strategic importance of aligning content, channel and user experience with real clinical needs, rather than relying on volume or frequency of outreach. As digital interactions become a defining component of brand perception, the emphasis appears to be moving toward meaningful engagement over promotional reach.
solli’s final thoughts
As pharma media evolves globally, this research highlights that visibility alone is no longer enough; every interaction must deliver real value to time-pressured clinicians. In a landscape where digital experience shapes brand perception, the true differentiator will be relevance, credibility and ease of use. Those who prioritise meaningful engagement over promotional volume will be best placed to build lasting HCP trust in 2026 and beyond.
Read the full report here.
