How Pfizer Transformed HCP Engagement Without More Content
 |  |  |  |
Episode Summary
When 80% of HCPs find pharma content irrelevant to their needs, we have a problem. Omnichannel strategy in Medical Affairs requires a fundamental shift from pushing content through multiple channels to delivering targeted, audience-centric scientific communications that solve real healthcare challenges.
In this episode of Transforming Medical Communications, Wesley Portegies is joined by the Omnichannel Lead of Global Scientific Communications Oncology at Pfizer, Nishal Patel, to unpack what omnichannel really means and how Medical Affairs can move beyond the buzzword to implement meaningful, measurable omnichannel strategies.
We’ll talk about:
- How to differentiate between multichannel and omnichannel approaches
- Why successful omnichannel requires starting with audience research before selecting channels or creating content
- How to interpret engagement metrics beyond surface-level numbers to drive strategy optimization
- Why change management and mindset shifts are crucial for successful omnichannel implementation
- How to future-proof Medical Communications by embracing emerging technologies and shifting from traditional content dissemination models
Guest at a Glance
Nishal Patel is a dynamic leader and Omnichannel Lead of Global Scientific Communications Oncology at Pfizer, where she drives innovation in Medical Affairs digital transformation. With a diverse background spanning clinical pharmacy, pharmaceutical sales, and Medical Affairs, she brings a unique perspective to omnichannel strategy development. Drawing from her experience as a hospital-based pharmacist and various roles within the pharmaceutical industry, Nishal specializes in creating audience-centric communication strategies that bridge the gap between scientific data and practical healthcare delivery.
- Connect with Nishal Patel 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 Communications 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
Hot Takes and Key Highlights
- [05:50] The Biggest Misconception About Omnichannel
Omnichannel isn’t just another add-on to your strategy; it is the strategy. Too often, companies treat it like a job title or a siloed initiative, when in reality, it should guide how every channel, every piece of content, and every touchpoint works together. The real goal is simple: reaching the right audience at the right time with the right content to solve their most pressing problems.
“Omnichannel to me is a vehicle. It’s how you do something.”
- [08:56] Why Omnichannel Is a Circle, Not a Line
Unlike multichannel, which simply spreads messages across different platforms, omnichannel is about listening, adapting, and evolving with your audience. It’s a dynamic loop: gather insights, build strategy, execute, measure, and refine. Success comes from keeping your core team small and focused, while looping in an extended team to execute.
“To me, an omnichannel strategy is not one-and-done. It’s really that dynamic strategy that is never complete.”
- [11:50] Who Owns Omnichannel?
Building a successful omnichannel strategy in Medical Affairs is about shared responsibility. It takes clear alignment on what omnichannel actually means, a willingness to challenge the status quo, and teams that collaborate openly across functions. Success doesn’t always look like 100% engagement. Even 5% can provide powerful insights into who your audience is and how to evolve your strategy.
“An omnichannel strategy cannot happen without your team. It’s really a team-based project.”
- [19:40] No Best Channel, Only Best Fit
The real power of omnichannel lies not in pushing the same content everywhere but in matching the right message with the right audience, on the right channel. There is no “best” channel. It all depends on your audience, their habits, and the problem you’re helping them solve. That means doing the research first, understanding how different audiences consume information, and building your strategy around those insights.
“There is no right or best channel. It really depends. You’re so right there. It depends on your audience. It depends on the problem statement. It depends on the country.”
YouTube Chapters
- [00:00] Intro
- [01:16] Omnichannel Before It Had a Name
- [03:10] The Value of a Multi-Role Career
- [05:50] The Biggest Misconception About Omnichannel
- [08:56] Why Omnichannel Is a Circle, Not a Line
- [11:50] Who Owns Omnichannel?
- [14:46] Rethinking Metrics and KPIs
- [17:15] Digital Blind Spots
- [19:40] No Best Channel, Only Best Fit
- [26:47] From Overwhelm to Success Stories
- [33:31] How to Pitch Omnichannel Without Saying a Word
- [35:15] Why the Time to Act Is Now
- [38:26] Don’t Fear Change