What Makes HCPs Return? The New Rules of Medical Portal Engagement

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Experts from AstraZeneca, Amgen, and design agency Graphite uncovered hidden HCP engagement opportunities and the strategies that improve medical portal performance.

  • Find out how medical teams can shift from one-way medical education to a true scientific partnership

  • Understand what makes HCPs return to medical portals

  • Learn how design transforms portals from information hubs into ecosystems

Webinar agenda

  • Welcome and introduction of the host and guests

    5 minutes

  • Building relevance and trust through medical content and channel design

    15 minutes

  • How to turn portal interactions into orchestrated, data-driven journeys

    15 minutes

  • How behavior design, micro-UX, and content rhythm shape HCP engagement

    10 minutes

  • One change that moves the needle: actionable insights from industry leaders

    5 minutes

  • Q&A Session

    10 minutes

Meet the panelists

Learn from the extensive knowledge of our pharma industry experts with deep expertise in building and optimizing HCP portals for pharma brands.

Jenny Smuland

Digital Acceleration Director, Oncology Medical Communications @AstraZeneca

LinkedIn
Jenny is a digital marketing leader at AstraZeneca, specializing in AI-driven content strategy, paid media, and campaign optimization. With 15+ years of experience across pharma and public sectors, she drives innovation, ROI, and global engagement through data and technology.

Ricardo Melo

Global Medical Digital Strategy Sr. Mgr. @Amgen

LinkedIn
Ricardo is a pharma executive with nearly 20 years of experience in medical affairs. At Amgen, he develops and executes digital medical strategies that support HCPs and expand the global reach of innovative digital health solutions.

Rob Verheul

CEO @Graphite Digital

LinkedIn
Rob drives vision and strategy at Graphite Digital, blending deep sector insight with digital expertise. A certified executive coach, he mentors leaders and fosters a culture of creativity and collaboration. His work includes partnerships with Astellas, CSL Behring, Novo Nordisk, and Pfizer.

Alex Jijie

CEO @Digitalya

LinkedIn
CEO at Digitalya, a software development company founded in 2014, focused on building web applications and platforms for startups and enterprises in the pharma, healthcare, and life-sciences industry, including the top five pharmaceutical companies.

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