Medical Affairs teams widely agree that omnichannel is the path forward for HCP engagement, yet many organizations struggle to move from aspiration to a concrete, implementable plan. Building on a live roundtable at MAPS 2026 with industry leaders, this webinar will walk through practical implementation strategies to initiate and scale omnichannel in Medical Affairs.

Panelists will share how they approach data audits, HCP segmentation and personas, content and channel strategy, and KPI frameworks, with a focus on maintaining a clear distinction between medical and commercial objectives while still benefiting from modern data and technology infrastructure. Attendees will leave with actionable starting points, key questions to bring back to their teams, and examples of how AI and analytics can accelerate omnichannel progress without overcomplicating execution.

Learning Objectives

1. Identify immediate resources and data sources to initiate an omnichannel plan within Medical Affairs
2. Select appropriate metrics and KPI frameworks to demonstrate Medical Affairs impact in an omnichannel context
3. Apply a practical framework for HCP segmentation and persona development to guide omnichannel engagement strategies
4. Differentiate between multichannel and omnichannel approaches and articulate the value of orchestrated, HCP-centered journeys for Medical Affairs