April 2025, New York City — In a healthcare world that’s increasingly data-driven and AI-powered yet more fragmented than ever, one question keeps coming up: What really works when it comes to engaging healthcare professionals (HCPs)?
That’s the question the MM+M x Doceree Media Planners Leadership Forum 2025 set out to answer. The half-day event gathered a mix of media planners, strategists, and marketing leaders from across the healthcare ecosystem for a networking lunch and an afternoon packed with smart, candid discussions. The vibe in the room was collaborative and curious — a rare mix of healthy debate and shared purpose around improving how we reach and engage physicians in a meaningful way.
Fireside Chat: AI at the Point-of-Care : What to Trust, What to Test, What to Toss
The day kicked off with an engaging fireside chat between Munaf M. Kachwala, Senior Director of Commercial Operations at Biogen, and Thomas Shea, Chief Revenue Officer at Doceree. Together, they dug into one of the industry’s most pressing questions: How do we separate real innovation from overhyped tech?
Their message was refreshingly grounded — AI has incredible potential, but it’s not a magic wand. Kachwala emphasized that AI can only create true value when it’s guided by authentic clinician behavior and used responsibly to enhance decision-making. “AI amplifies impact,” he said, “but only when it serves real needs at the point of care.”
It was a conversation that struck a chord with many in the room — a reminder that technology should make healthcare smarter and more human, not just noisier.
Panel 1: From Impressions to Impact - Cracking the Code of Contextual HCP Media
Moderated by Karima Sharif, SVP of Strategic Accounts at Doceree, the first panel brought together Sarah Bast (PHM), Tim Noone (Klick Health), and Andrew Miller (CMI Media Group) to tackle a challenge that’s been frustrating marketers for years: moving beyond vanity metrics.
Bast summed it up perfectly: “Clicks don’t change behavior - context does.”
The panel explored how aligning campaigns with physician specialties, prescribing habits, and patient journeys can transform engagement from transactional to truly influential. Instead of chasing impressions, the conversation turned toward using data and context to deliver content that feels timely, relevant, and trustworthy.
It was a session filled with practical advice — and a shared understanding that meaningful engagement isn’t about showing up everywhere, but showing up well.
Panel 2: Next-Gen Engagement — HCP Channels That Really Break Through
Next up, Craig Bryant, Group VP of Sales & Partnerships at Doceree, moderated a forward-looking discussion featuring Patti Flannery (Deerfield Group), Ben Assor (Solve[d]), and Melissa Wagner (Amgen). The topic: how to navigate the ever-expanding ecosystem of HCP channels.
From point-of-care and EHR integrations to peer networks and on-demand education, the conversation covered it all. But the consensus was clear — success doesn’t come from adding more channels to your plan. It comes from understanding which ones truly matter.
Wagner captured it best when she said, “The goal isn’t to be everywhere; it’s to be exactly where physicians need you, when they need you.”
It was an energizing conversation that highlighted the shift toward precision and personalization — using the right mix of digital and contextual touchpoints to build real relationships with HCPs.
Connection, Clarity, and Collaboration
Between sessions, attendees enjoyed a private networking lunch — a chance to swap ideas, share challenges, and build relationships beyond the conference stage. There was a strong sense of community in the room, as leaders from agencies, pharma, and tech found common ground in their shared mission: to bring more clarity, credibility, and empathy to HCP engagement.
Attendees also received 50% off access to the full MM+M Media Summit, extending the learning and collaboration beyond the day’s event.
Key Takeaways
- Context drives conversion: It’s not about clicks — it’s about reaching the right physician with the right message at the right moment.
- AI with accountability: Focus on tools that genuinely support clinical relevance, not just innovation for its own sake.
- Omnichannel with intent: Data should drive smarter choices, not just broader reach.
- Partnership matters: True progress comes from collaboration between media, data, and tech teams.
By the end of the day, one message rang clear: while the healthcare media landscape continues to evolve, success still comes down to the same timeless ingredients — purpose, precision, and partnership.
The MM+M x Doceree Media Planners Leadership Forum 2025 wasn’t just another industry event — it was a reminder that behind every impression, algorithm, and data point is a human connection that truly matters.