Across eight conversations, one theme kept surfacing in Phil Blackmore’s latest What If? series: pharma doesn’t have a relevance problem because people don’t care about healthcare. It has a relevance problem because too much of the industry still operates around structures, metrics and behaviours that no longer reflect how people actually think, work and connect.
Each guest approached that challenge from a different angle.
Some explored the systems holding progress back. Florent Edouard questioned what could happen if healthcare data was more connected and accessible; not simply for efficiency, but to improve outcomes, accelerate research and create a more intelligent healthcare ecosystem. Carlos Eid challenged the industry’s obsession with activity metrics over genuine medical impact, asking whether counting interactions has distracted pharma from measuring meaningful change.
Others focused on the changing nature of relationships in healthcare. Emma Vitalini explored how the traditional sales rep role may evolve into something more consultative and insight-led as AI and precision medicine reshape engagement. Amish Patel questioned the long-standing divide between medical and marketing teams, arguing that siloed thinking creates friction, duplication and weaker experiences for HCPs.
Several conversations looked ahead to the next generation. Dr Azmain Chowdhury explored why pharma risks disconnecting from Gen Z HCPs before relationships have even begun, and what more authentic, digitally native engagement could look like. Louis Paltnoi challenged the industry’s instinct to “story sell” rather than genuinely tell stories that create emotional connection, trust and memorability.
And some discussions became even more human. Yacin Marzouki unpacked the tensions that often sit beneath pharma–agency relationships, highlighting the importance of transparency, trust and partnership. Meanwhile, Nyambe (Yam) Sumbwanyambe brought the conversation back to self-awareness, arguing that better communication, leadership and collaboration all start with understanding ourselves first.
The series wasn’t about hypothetical futures; it was about challenging assumptions that have quietly become accepted norms across pharma and healthcare.
What if we measured different things?
What if we collaborated differently?
What if we communicated more honestly?
What if we designed the industry around humans rather than process?
The conversations didn’t claim to have all the answers, but they did something equally valuable: they created space to question the status quo out loud.
You can watch the full What If? series featuring Florent Edouard, Carlos Eid, Emma Vitalini, Amish Patel, Dr Azmain Chowdhury, Louis Paltnoi, Yacin Marzouki and Nyambe Sumbwanyambe at the links below.
Nyambe Sumbwanyambe “What if we were taught the importance of self awareness from a young age?”
Yacin Marzouki “What if Pharma and all types of agencies broke up?”
Louis Paltnoi “What if Pharma companies started story telling rather than story selling?”
Dr Azmain Chowdhury “What if Pharma invested in getting to know Gen Z HCPs now?”
Amish Patel “What if there was no medical or marketing?”
Emma Vitalini “What if there were no Pharma sales reps in the future?”
Carlos Eid “What if Pharma ditched the vanity metrics and measured medical impact?”
Florent Edouard “What if all Pharma had access to all of our health data?”
