Reuters Pharma Barcelona 2026: Highlights from the Doceree Booth

Day 1 at Reuters Pharma Barcelona 2026 

This year's reimagined format - one room, all 1,200 attendees, four cross-functional streams - was a bold call by Reuters Pharma, and it paid off. No fragmented tracks, no choosing between sessions. Just the entire pharma industry in one space, facing the same challenges together. The energy at Reuters Pharma Barcelona 2026 was unlike anything we've experienced at previous editions. 



For Doceree, Day 1 was full-throttle from the start. 

Fleur Gill, VP Sales & Partnerships (Global) took the stage for our 20-minute presentation - The Living Sales Organization: Designing Adaptive Field Forces for a Complex Pharma World - and the room was with her from the first slide. The message was clear: traditional pharma field force structures are too static for today's fragmented healthcare ecosystems. The future belongs to adaptive sales organizations that simulate impact before deployment, align global commercial strategy with local execution, and continuously optimize territories, incentives, and resource allocation in real-time. When RepTwin entered the conversation as the digital twin infrastructure powering pharma field force transformation - enabling simulation, real-time visibility, and intelligent decision-making - the audience energy was palpable. It was one of those sessions where you could feel the room recognizing itself in the problem. 

Booth #500 told its own story. We had a strong, steady flow of senior commercial leaders, digital health heads, and market access directors throughout the day - and conversations went deep fast. No ice-breaking needed. People arrived already asking the right questions, which says everything about the calibre of audience Reuters assembles. 

The dominant theme across every conversation on the floor? AI and data infrastructure in pharma. Leaders everywhere were grappling with the same tension: enormous ambition around intelligent HCP engagement and omnichannel orchestration, but fragmented data foundations slowing execution. That's precisely the gap Doceree and RepTwin are built to close - and our presence here at #REpharma couldn't feel more timely. 

Sabina Kapp, Director Sales & Partnerships (UK & Europe) and Stephanie Bryant, Sales & Partnerships (UK & Europe) held the booth brilliantly, keeping energy high through a packed day of back-to-back conversations. 

Day 1 done. The foundations are set. Day 2, let's go.

Day 2 at Reuters Pharma Barcelona 2026 

Day 2 didn’t just continue the momentum at Doceree’s booth at Reuters Pharma Barcelona, it accelerated it and raised the bar.

Booth #500 quickly became a hub for high-intent conversations, with a steady flow of pharma leaders returning to go deeper into what they had seen and heard. What started as curiosity on Day 1 turned into focused, forward-looking discussions today. The question was no longer if transformation is needed, but how fast it can be scaled.

At the center of it all was RepTwin.

Live demos ran continuously throughout the day, bringing to life the first-ever AI-powered virtual brand rep, making brand reps accessible to physicians 24x7. The response was unmistakable. RepTwin has clearly hit a nerve, particularly around one of pharma’s most pressing challenges: scaling HCP engagement without expanding field force complexity.

What made Day 2 especially compelling was the depth of dialogue. From early-stage exploration to advanced AI adoption strategies, conversations reflected the full spectrum of the agentic AI journey. Yet across every interaction, one thing remained consistent: a strong appetite to move from ambition to execution.

The energy didn’t dip for a moment. It was back-to-back meetings, continuous demos, and evolving conversations that kept building on each other.

Two days in, and one thing is clear, this is no longer early interest, it’s active momentum.

With Day 3 ahead, the focus now shifts from momentum to what comes next.

Day 3 at Reuters Pharma Barcelona 2026: Bringing It All Together 

The final day at Reuters Pharma Barcelona brought everything to a strong and focused close.

Doceree’s Booth #500 continued to see a steady flow of pharma leaders, with conversations picking up seamlessly from where the previous days left off. By now, the dialogue had fully evolved, less about discovery, more about direction.

Across the floor, one theme remained consistent—an industry actively rethinking its data, engagement, and operating foundations.

Live demos continued throughout the day, showcasing RepTwin, the first AI-powered virtual brand rep for healthcare marketing, making brand reps accessible to physicians 24x7. The response stayed consistent—clear recognition of the challenge, and growing conviction in what’s possible. What began as interest has now translated into intent.

As one of the key conversations shaping the floor, discussions around scaling HCP engagement through AI continued to converge at Booth #500. By the final day, conversations were firmly grounded in application—how to integrate, scale, and operationalize within existing commercial and field strategies.

The pace held strong through the closing hours, with continuous demos and high-value discussions shaping the final stretch of the event.

As Reuters Pharma Barcelona 2026 comes to a close, the conversations don’t end here—they carry forward into what comes next for the industry, setting the stage for what we build on and bring back next year.

Three days, one clear takeaway: the shift is no longer coming, it’s already here.