Newsroom

Pharma engagement passed a pivotal milestone in 2025, with more than half of all interactions with HCPs taking place via digital channels. Yet this shift to digital comes with a warning: while digital reach has expanded, the quality of experiences lags. The CXQ® score of digital interactions fell slightly and that of non-digital interactions plummeted, with all three core drivers—trust, relevance, and simplicity—declining for the first time since COVID-19. Pharma’s overall CXQ® score dipped from 58 to 54. The industry is at an inflection point as HCP expectations rise faster than firms’ ability to deliver high-quality connected engagement. UCB is again the overall leader, showing that clarity, innovation, and focus continue to win hearts and minds. In 2026, pharma must evolve from providing information to delivering impact and ensure that trust, relevance, and simplicity guide every interaction.