65% of HCPs disengage after poor digital experiences and pharma still underestimates why

In our independent study with 225 senior-level healthcare professionals (HCPs) 65% say they have reduced or stopped engaging with a pharma company due to poor digital experiences. This means it’s far more than just a marginal UX issue, it’s a direct driver of lost trust, attention, and long-term engagement. 

Digital is now the primary interface between pharma and HCPs, with 69% of clinicians reporting they have engaged with a pharma company digitally within the last week. However, poor experience doesn’t just affect one interaction, it reshapes perception of the organisation. Our report reveals that while in-person interactions remain influential, 37% of HCPs (nearly 4 in 10) say digital experiences now shape their impression of a pharma company as much as, or if not more than, face-to-face engagement.

HCPs aren't being cryptic about what turns them away. Ranking their primary frustrations with digital platforms, they highlight that disengagement often starts with basic functional breakdowns:

• Slow performance and technical issues: This ranks as the #1 source of frustration.

• Complicated logins and gated access: HCPs consistently request "no registration" or "guest access," viewing barriers to entry as a major deterrent.

• Outdated or shallow content: The third highest frustration is content that is rarely refreshed.

• Lack of practical tools or patient-ready resources: Clinicians are looking for utility, not just information.

• Inconsistent experiences across platforms: HCPs encounter friction and fragmentation that waste time.

HCPs interpret friction as a lack of respect for their time. The report notes that when navigation is unclear or journeys feel over-engineered, HCPs view this as a signal of commercial priorities overriding clinical needs.

Some HCPs held strong views in this regard giving responses such as “Stick to data, not marketing pitches,” 

with others stating a desire for “Better navigation - easy access to specific information”.

Poor usability undermines even high-quality scientific content; even highly relevant material is filtered out if the experience around it creates friction.

To stop erosion of engagement, the report outlines clear priorities for 2026:

• Treat low-friction access as a baseline, not a feature: Remove forced registration and password requirements where possible to allow fast access.

• Design for real clinical settings: Ensure platforms work seamlessly on mobile and tablets for time-pressured, interrupt-driven environments.

• Apply consistent UX patterns across brands and platforms: Consistency signals professionalism and builds confidence over time.

• Reduce effort before adding sophistication: Prioritise simple flows and fast performance before introducing advanced features.

Read the full report to understand how experience, trust, and usability are now inseparable, and what senior digital leaders can do in 2026 to stop poor digital experiences from quietly eroding HCP engagement.