In today’s digital world, connecting with physicians beyond traditional channels is crucial. While you’ve likely got a strategy for reaching them on professional medical sites, there’s a vast, untapped opportunity: the millions of hours physicians spend online outside of those platforms.

Imagine reaching physicians during their “blue jeans moments” – those relaxed, reflective times when they’re most receptive to your message. This isn’t about interrupting their clinical work; it’s about seamlessly integrating your brand into their digital life.

This exclusive article, written by Liisa Caliendo, Senior VP Global Product and Marketing at Medscape in Pharmaceutical Market Europe, reveals how Medscape Extend is changing the game for pharmaceutical marketers in Europe. Discover:

• The overlooked online habits of European physicians: Learn how much time they spend online and where.
• How to precisely target Medscape-verified HCPs across the entire web, not just on medical sites.
• The power of “blue jeans moments”: Understand why reaching physicians during their off-hours leads to better message retention and trust.
• Why Medscape Extend is a compliant, brand-safe, and responsible solution for the European market.
• How to achieve true omnichannel reach that complements your existing medical education and digital strategies.

Don’t miss out on 177 million hours of potential engagement every month.

Ready to redefine your physician engagement strategy?

Download our article now and discover how Medscape Extend can help you unlock unprecedented reach and resonance with European physicians.

AI is transforming healthcare, from drug discovery to supply chains. Its potential for efficiency and insights is undeniable. But when it comes to effectively communicating with Healthcare Professionals (HCPs), is technology enough?

Liisa Caliendo, SVP Global Marketing and Commercial Product Development was asked to comment by Pharmaceutical Market Europe for their latest article diving into this crucial question, arguing that true engagement with HCPs requires more than just algorithms – it demands finesse, flexibility, and crucially, the human touch.

Discover why:

• AI’s Strengths and Limitations: Understand where AI excels (data mining, referencing) and where it falls short (facilitating debate, peer-to-peer discussion).
• The “Sweet Spot” of Engagement: Learn how to combine digital innovation with human intuition for truly impactful HCP communications.
• Tailoring Your Approach: Explore the importance of audience identification and flexible strategies to navigate the time-pressed lives of HCPs.
• Recreating the Human Experience Online: See how to build virtual forums that foster genuine debate and knowledge exchange, mimicking in-person interactions.
• Navigating Access Challenges: Get insights into current HCP access rates and how a nuanced approach to digital engagement can improve them.

Don’t let your AI strategy miss the most vital ingredient: humanity.

Download the full article now to uncover how to blend the power of AI with the irreplaceable human element for superior HCP engagement.

LONDON, June 24, 2025 /PRNewswire/ —  Medscape, a leading provider of medical news, education, and resources for healthcare professionals, is proud to announce the establishment of a dedicated sales presence in Australia. This strategic move aligns with the growth of Medscape’s fully connected global ecosystem and ongoing partnerships with the pharmaceutical industry in local markets across the globe including Europe, South America, Canada and now in Australia. Medscape’s trusted connection with over 246,000 healthcare professionals in Australia, including 80,700 verified physicians, offers pharmaceutical companies a proven channel to deliver local tools and resources to impact patient care.

For 30 years, Medscape has been a trusted resource for all HCPs across the globe to support their daily practice and continuous learning. The Medscape global audience is comprised of 13M+ active HCP members, including 6.5M active physicians, in over 30 specialties. To support the daily practice of HCPs who regularly visit Medscape, a team of over 250 journalists work with 10,000 KOL contributors, to publish over 60,000 articles, and keep over 10,000 monographs and guidelines updated every year. With coverage of the latest global and regional clinical developments, and the delivery of local news updates and insights into local issues, Medscape supports HCPs wherever they are located.

When Australian HCPs look for medical innovations and developments, Medscape is their trusted destination. In a recent Global Insights Survey, 76% of Australian physicians indicated that independent physician websites have a significant or positive impact on their clinical practice, and 86% of physicians state they access Medscape on a daily or weekly basis. 

By combining global expertise with local insights, Medscape is uniquely positioned to help Australian organisations achieve their objectives to drive brand awareness and disease education. The local Medscape presence will partner with pharmaceutical customers in Australia to reach and engage with their target audience of verified physicians on a platform that they know and trust. These partnerships will give Australian physicians access to more local tools and resources to support patient care.

Jeremy Schneider, Chief Commercial Officer, Medscape Global, comments that “This is a new chapter in Medscape’s ongoing investment to expand globally, reinforcing its role as a trusted partner in advancing healthcare innovation and professional education. For years, Australian physicians have relied on Medscape for trusted information to improve patient care. With Medscape’s unprecedented reach to physicians and other HCPs, Australian pharmaceutical organisations can now better reach their customers with key content and messaging.

By establishing a local presence, it enables Medscape to build on our long-standing commitment to the Australian healthcare community and develop a greater understanding of the specific challenges and opportunities facing Australia’s healthcare sector. Our dedicated team will work closely with clients to design and deliver integrated, omnichannel campaigns tailored to the region’s unique needs that drive clinical behaviour change and improve patient outcomes”. 

Speaking about his goals for the region, Michael Kirby, Country Director Australia and New Zealand, notes: “Now, being in-country, I’m excited to build on Medscape’s existing foundation – strengthening these connections and collaborating with valued partners to drive the next phase of digital transformation.”

This milestone underscores Medscape’s commitment to advancing healthcare communication and education on a global scale. By establishing a dedicated presence in Australia, Medscape will enhance its ability to support healthcare professionals, foster innovation, and deliver impactful, locally relevant solutions – cementing its role as a key partner in Australia’s dynamic healthcare landscape. 

For more information on Medscape’s services and opportunities in Australia, visit www.medscapeglobal.com

About Medscape
Medscape is the leading source of clinical news, health information, and point-of-care tools for health care professionals. Medscape offers specialists, primary care physicians, and other health professionals the most robust and integrated medical information and educational tools. Medscape Education (medscape.org) is the leading destination for continuous professional development, consisting of more than 30 specialty-focused destinations offering thousands of free C.M.E. and C.E. courses and other educational programs for physicians, nurses, and other health care professionals. Medscape is a subsidiary of WebMD Health Corp.

About Medscape 2050
In 2025, Medscape marks its 30th anniversary, a milestone that highlights three decades of commitment to providing healthcare professionals with the latest medical news, clinical information, and educational resources. To commemorate this milestone, Medscape has launched Medscape 2050: The Future of Medicine, a dedicated hub on its platform that explores the future of medicine. This hub will be continually updated with a range of insights, videos and resources focused on the advancements shaping the medical landscape.

About WebMD Health Corp.
WebMD Health Corp., an Internet Brands company, is at the heart of the digital health revolution that is transforming the healthcare experience for consumers, patients, healthcare professionals, employers, health plans and health systems. Through public and private online portals, mobile platforms, and health-focused publications, WebMD delivers leading-edge content and digital services that enable and improve decision-making, support and motivate health actions, streamline and simplify the healthcare journey, and improve patient care.

The WebMD Health Network includes WebMD Health, Medscape, WebMD Ignite (encompassing Krames, The Wellness Network and Mercury Healthcare), Jobson Healthcare Information, MediQuality, Frontline, Vitals Consumer Services, Aptus Health, PulsePoint, The Wellness Network, SanovaWorks, MNG Health, MedicineNet, eMedicineHealth, RxList, OnHealth, Medscape Education, and other owned WebMD sites. WebMD®, Medscape®, CME Circle®, Medpulse®, eMedicine®, MedicineNet®, theheart.org® and RxList® are among the trademarks of WebMD Health Corp. or its subsidiaries.

CONTACT: Jaberta Bennett, jbennett@webmd.net, (404) 660-7002

Logo – https://mma.prnasia.com/media2/477551/Medscape_Logo_v2.jpg?p=medium600

Source: Medscape

12 May 2025

In the world of Medical Affairs, today’s hybrid engagement environment has created new methods of communication between biopharma companies and practitioners to enhance engagement. In a recent interview, Christine Hoffman, Global Head of Medscape Medical Affairs, discusses ways to create more meaningful interactions with your KOLs to create real sustainable value

At Medscape, we’re not just envisioning the future of medicine. We’re building it — together with the world’s healthcare professionals.

With AI-powered tools, like AI Scribe and AI Search, Medscape empowers HCPs to achieve more, faster.

Our commitment to supporting clinicians as they confront the challenges of tomorrow drives us to reimagine how clinicians learn, interact, and make decisions.

Learn more in the video below.

What are your thoughts on programmatic advertising in pharmaceutical marketing?

Hear from Matthew Durham, VP Global Media, CMI Media Group, and Sam Bradford-Smith, Executive Director Medscape Global as they delve into the key questions around this hot topic in our forthcoming webinar: Revolutionising HCP Engagement: Discover the Power of Medscape Extend for Pharmaceutical Advertising.

What you can expect from the event:

Insight into the role of programmatic advertising

Information on how Medscape Extend enables you to reach your target audience wherever they are online, while in line with regulations

Discussion around how and when to include programmatic solutions within a campaign.

Confirm your information to download this video.

November 2024

14 October 2024