Deconstructing Speaker Programs: A Call to Rethink How Pharma Educates HCPs

What you’ll learn:

For years, pharmaceutical speaker programs have been a cornerstone of HCP education and the foundation of what is colloquially referred to as “promo med ed” or “peer-to-peer.” But times have changed—not just in how HCPs consume information but also in how they are trained from the very beginning of their medical careers.

Medical education has undergone a seismic shift. Today’s HCPs are digital-first and time-strapped, and demand relevant, interactive, and available content on their terms. Additionally, newer physicians are exposed to adaptive learning technologies, virtual simulations, and problem-based learning from the outset of their training. Medical schools are increasingly moving away from passive, lecture-based formats in favor of interactive, case-based learning, small-group collaboration, and digital tools that enable real-time feedback and tailored learning experiences.

Traditional speaker programs—where an expert presents and an audience listens—are becoming increasingly misaligned with how today’s HCPs learn. They are not just looking for information, they seek experiences that challenge their thinking, spark meaningful conversations, and provide tangible applications for their practice. They don’t want to passively absorb data, they want to engage, debate, and co-create their learning journey.

To be clear, these types of programs are critically important, which is why it’s essential that they evolve. First, these meetings ensure that HCPs are learning from peers who are extensively trained, leveraging content that has been rigorously vetted to ensure that it’s accurate and consistent with the label. Second, the scientific exchange enabled by peer-to-peer programs is vital for sharing insights and real-world perspectives that are often best understood through dialogue with knowledgeable peers. The opportunity lies in preserving this essential content while evolving the experience to better meet the expectations of modern learners.

In short, the industry is at a crossroads: adapt and lead or risk losing influence as HCPs turn to more dynamic, responsive sources of information.

From Static Presentations to Dynamic Experiences

To stay ahead, we must embrace a new paradigm where education is immersive, participatory, and designed for the modern HCP. This includes:

Interactive Two-Way Engagement

The era of passive lectures is over. HCPs expect real-time discussions, the ability to question data, and platforms that foster meaningful scientific exchange. AI-driven tools, peer-to-peer problem-solving, and dynamic case studies are essential.

Co-Creation of Experiences

The days of rigid, scripted presentations by KOLs are behind us. HCPs should have a role in shaping and taking ownership of the experiences they participate in, ensuring they are engaging and practical. Programs that incorporate real-world case submissions, interactive problem-solving, and pre-event polling ensure content is highly relevant and immediately applicable to their practice.

Hyper-Personalized Learning Journeys

HCPs expect learning experiences tailored to their individual needs. In one survey, 40% of physicians indicated they are less likely to engage with information that is generic and not personalized.¹ Opportunities for HCPs to build educational experiences that reflect and address their immediate knowledge gaps remain largely unmet, with only 25% of HCPs in the US feeling that pharma provides a personalized and relevant experience.² Leveraging AI, behavioral insights, and real-time feedback, we can create highly customized experiences that deliver the right information at the right time, whether based on specialty, experience level, or content preference. 

Adaptive Learning Formats

It’s time to move beyond the static deck. Flexibility is the new standard. Whether through deckless roundtables, modular content, or hybrid experiences that seamlessly integrate digital and in-person engagement, education must be constructed to support HCPs and not the other way around.

Omnichannel Ecosystems for Seamless Learning

A one-time event is no longer enough; the real opportunity lies in creating an ongoing learning journey that keeps HCPs engaged over time. Successful programs connect live events, virtual discussions, personalized follow-ups, and rich media formats like short-form videos, podcasts, snackable content, and gamified challenges into a continuous, evolving educational experience. 

To support the content needed for omnichannel education, Klick leverages our proprietary Scientific Content Unit™ (SCU™) methodology to create snackable, reusable, and modular content. For one recent client, we developed a library of 60 modular content units to support launch. These channel-agnostic assets allowed real-time customization by specialty, experience level, and channel, enabling rapid deployment across field, congress, and digital channels.

Measuring What Matters

Pharmaceutical companies must innovate and measure the impact of their educational efforts. The effectiveness of these programs can no longer be judged solely by attendance numbers or post-event surveys. A more robust, data-driven approach is needed to evaluate engagement levels, knowledge retention, behavioral changes, and the real-world application of insights.

By leveraging AI-driven analytics, interactive feedback loops, and longitudinal studies, we can gain deeper insights into the effectiveness of educational initiatives. Tracking these key indicators over time allows for continuous refinement and optimization, ensuring programs remain relevant and impactful in an ever-changing healthcare landscape.

Navigating New Regulatory Terrain

As we transform speaker programs into more immersive, interactive, and personalized experiences, we must also acknowledge that innovation brings new challenges.

Evolving formats raise important considerations for medical, legal, and regulatory (MLR) teams. Dynamic and co-created programs must still remain compliant and appropriate. Leaders in this space must demonstrate an agile, collaborative approach to MLR engagement, working hand in hand to embrace innovation without compromising integrity. While not a barrier, it underscores the need for smarter processes and stronger partnerships.

With innovations like our proprietary regulatory tool Guardrail™—which embeds strategic foresight into concept development, addressing compliance issues upfront—Klick’s Science & Regulatory Team is ideally suited to partner with clients and their MLR teams to pilot new, interactive formats that might otherwise be deemed too challenging to approve.

The Opportunity to Lead

The industry is evolving—and those who act now will define the future of pharma-sponsored HCP education. Traditional models are quickly becoming obsolete, and organizations that hesitate will be left behind. The companies that embrace innovation, leverage omnichannel experiences, and integrate emerging technologies will be at the forefront of this transformation.

Leadership in this space requires more than keeping up, it demands bold action, a commitment to continuous improvement, and the ability to anticipate the evolving needs of HCPs.

But leadership requires more than vision, it requires:

The organizations that bring these capabilities together are not only ready for what’s next—they are poised to shape it. At Klick, our teams bring a rare blend of capabilities that enable our clients to not just evolve speaker programs but to lead the next generation of HCP education. With over 200 medical experts across MD, PhD, and PharmD disciplines, our award-winning experience design team and proprietary tools like the SCU™ methodology and Guardrail™, we are uniquely qualified to partner with clients to create personalized, compliant, and engaging learning journeys—at scale.

The time for incremental change is over. This is the moment to set new standards and create lasting impact. The question isn’t whether speaker programs need to evolve—it’s how fast we can make it happen.

The opportunity is here. The time to act is now.

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