Insight Drop: Digital Engagement Is Broken — Here’s How Medical Affairs Can Fix It
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Episode Summary
Digital engagement in Medical Affairs is broken. You have channels that don’t connect, metrics that don’t matter, and “innovations” that die in MLR review. It’s not your fault. But it is fixable.
In this episode of Transforming Medical Communications, Wesley Portegies is joined by digital strategist Alessandra Richardson to unpack the broken realities of digital engagement and how to build tools that actually work. This isn’t about adding more platforms. It’s about connecting the right ones, co-creating with the people you serve, and aligning teams from field to MLR to create measurable, meaningful impact. If you’re tired of spinning in digital circles, this is your reset.
Guest at a Glance
Alessandra Richardson is one of the rare Medical Affairs leaders who doesn’t just talk about digital innovation; she delivers it. As a Senior Medical Communications Manager at EMD Serono, she brings a modern, human-centered approach to digital engagement, helping Medical Affairs teams shift from disconnected tactics to cohesive strategies that meet real-world needs. Her experience spans across digital transformation, omnichannel engagement, and organizational change management, making her a trusted voice for leaders looking to evolve how their teams engage HCPs and patients in a digital-first world.
- Connect with Alessandra on LinkedIn
Host at a Glance
Wesley Portegies is the Chief Strategy Officer and Founder of Medical Communications Experts, an agency specializing in effective Medical Communication strategies for pharmaceutical companies. An experienced entrepreneur, Wesley started his first company at 19 and has built multiple successful companies. With over 20 years in the Medical Industry, both on the agency and industry side, he is driven by a passion for Medical Communications.
- Connect with Wesley Portegies on LinkedIn
Topics We Discuss
- How to design MLR-compliant digital tools that balance usability with regulatory success.
- Co-creating with patients and caregivers to develop content that resonates and passes review.
- Connecting your content ecosystem with an omnichannel strategy that actually works.
Hot Takes and Key Highlights
- 01:45 – LinkedIn Is Your Most Underused MedComms Tool
Most Medical Affairs teams treat LinkedIn like a corporate bulletin board, posting updates and hoping for the best. But your audience is already there, actively consuming medical content. Attention spans have evolved, and the most effective teams are experimenting with carousels and short-form posts that drive engagement without sacrificing scientific integrity. LinkedIn isn’t just another platform. It’s your most strategic owned channel, and treating it that way is no longer optional.
“It’s so important to be where your audience is and understand the content they want, but it’s also important to stay up to date on it because that can evolve.”
- 06:03 – Stop Building Websites. Start Co-Creating Them
Most medical websites fail before they launch because they’re built in isolation. When patients and caregivers are involved from the start, through advisory boards and real feedback loops, engagement improves and compliance becomes easier. The result? A resource people actually use. Co-creation isn’t a nice-to-have. It’s your blueprint for success.
“You can’t build for patients without listening to them.”
- 07:50 – Omnichannel ≠ Multichannel
A true omnichannel strategy isn’t about more; it’s about meaningful connection. The most effective teams align platforms, messages, and moments across the entire customer journey. Internally, they unite field insights, digital clicks, and publication reads into one shared measurement model. Having channels isn’t the problem. Disconnection is.
“The best way omnichannel has ever been described to me is the right message in the right place to the right audience at the right time.”
- 10:32 – AI Will Reshape Medical Affairs. Are You Ready?
If you’re waiting for a clear roadmap, you’re already behind. AI is already changing how teams operate. As automation takes over routine dissemination, the Medical Affairs role will evolve toward insight generation, strategic alignment, and organizational integration. The teams that move first will lead. The future may be uncertain, but the opportunity is clear and it’s here.
“With the advent of AI, there’s gonna be a lot more direct communication between Medical Affairs and the HCPs. There might be fewer field interactions… The role of Medical Affairs may shift in some way, maybe more to data generation focus as opposed to dissemination because the dissemination would just be more automatic.”
- 12:20 – If It Won’t Pass MLR, Don’t Build It.
Too many digital tools are built in a silo without considering how they’ll pass MLR and never make it to launch. The most successful teams build with compliance from day one. That means involving MLR early and designing with review-readiness in mind: UX, tone, submission structure, and real-world utility. If it cannot be deployed, it is not worth building. MLR isn’t a hurdle. It’s your launch strategy.
“If we can’t reach our audiences, then it’s just a complete waste of time and effort.”
YouTube Chapters
- [00:00] Intro
- [01:40] LinkedIn: The New Frontier for Medical Communications
- [03:06] Co-Creating Digital Resources with Patient Stakeholders
- [04:02] Balancing User Experience with MLR Compliance
- [05:34] Implementing Effective Omnichannel Strategies
- [08:03] Building Audience-Centric Medical Websites
- [09:47] Evolving Content Strategies for Digital Platforms
- [11:58] AI’s Impact on Medical Affairs Communication
- [14:19] Closing Thoughts and Future Outlook