Pharma has invested heavily in digital, CRM, and omnichannel — and yet the HCP engagement gap persists. In this episode, Nataliya Andreychuk talks with Mark Watson (Fractal Force) about why the problem is structural, not a failure of effort, and what it genuinely takes to close it: from fixing broken feedback loops to defining what "working" actually means

at the behaviour level.

Key Topics:

The gap between digital investment and actual engagement results

The importance of foundational architecture in customer engagement

The role of feedback loops in improving HCP interactions

Challenges of content personalization and regulation in pharma

Strategic content design and journey logic in omnichannel marketing

Chapters

00:00 Introduction to Customer Engagement Challenges