Poor digital experiences drive 65% of clinicians away from pharma companies

·         37% say that digital experiences shape their perception of pharma companies just as much as in-person interactions, or more

·         52% find pharma communications overly promotional and not helpful enough

·         58% agree that most digital pharma content feels repetitive or irrelevant, as HCPs call for practical evidence-based content 

[London, 11 February 2026] Nearly two-thirds (65%) of healthcare professionals (HCPs) have reduced or ceased engagement with pharma companies following poor digital experiences - and 56% say this has happened at least once - highlighting the impact of the growing gap between scale of digital activity and value to users.

Graphite Digital’s latest report - The value gap: What HCPs want from digital pharma in 2026 - based on research amongst 225 senior clinicians across the UK, USA and Germany and conversations with experts from some of the world’s leading pharma companies, explores their experiences of digital engagement with life sciences organisations.

The report reveals that pharma digital experiences can ‘make or break’ relationships with HCPs - impacting both engagement and brand reputation. Nearly two in five (37%) say that digital experiences shape their perception of pharma companies more or as much as in-person interactions. When done well, they are viewed as a vital and valuable resource, but poor execution leads to frustration and lack of trust.

Three dimensions of effective digital engagement emerged throughout conversations with HCPs: Relevance, utility and experience.

Relevance over volume

The volume and content of communications define HCPs’ appetite for further engagement, and many pharma companies are not meeting their needs. Currently, 52% feel they receive too many emails or messages from pharma brands, and the same proportion agree they are too promotional and not useful enough, with unhelpful disruptions often being interpreted as a sign that their time and expertise is not being respected or understood.

The irrelevance of information being delivered means that 59% of HCPs crave more control over the content they receive and how often they hear from pharma companies. Instead, 55% prefer to seek out information themselves, when they need it - but generic content will be actively rejected.

Make digital useful

Utility determines whether digital platforms meet HCPs’ needs, and are therefore worth adding to their roster of sources. Content that supports concrete clinical tasks and training are the most valuable, often engaging with pharma companies through digital channels to explore new treatment options (55%) and access professional development resources (53%).

Whilst HCPs are open to using pharma digital platforms, two in five (58%) say that most content feels repetitive or irrelevant. Time pressures along with calls for ‘practical relevance and topicality’ and ‘reliable evidence for effectiveness’ and ‘content that is summarised as much as possible’ highlight the need for concise, practical content, with the option to dig deeper if required. Patient-friendly educational materials, digital tools that support adherence and diagnostic tools are also considered valuable digital assets.

Experience builds trust

For time poor clinicians, fast and uncomplicated access to information is critical - but slow performance and technical glitches are currently the greatest sources of frustration. Platforms that are gated, slow or difficult to access in the moment of need are unlikely to be used, with many clinicians expecting ‘no registration’, ‘simple navigation’ and ‘easy accessibility via website, chat or email’.

Commenting on the report, Rob Verheul, CEO at Graphite Digital, said: “Pharma is expecting more from digital than ever, but clinicians say much of it is actively pushing them away. Digital experience now plays a critical role in shaping trust and credibility, yet an over-reliance on promotional messaging is undermining engagement.

“HCPs associate trust with objectivity, scientific rigour and ease of access, not hard sells. A ‘show, not tell’ approach, focused on fast, frictionless experiences and genuinely useful content, is far more effective than a constant stream of promotional communications.

“Great digital content should speak for itself, supporting clinical practice and professional development through relevant, practical information delivered via platforms that are easy to access and navigate.”

To read the full report - The value gap: What HCPs want from digital pharma in 2026 - is available to download at http://www.graphitedigital.com/value-gap.