From Buzzword to Strategy: Reverba Global Talks Omnichannel Engagement on the pharmaphorum Podcast
Thu Feb 05 2026
The term "omnichannel engagement" has become embedded in today’s healthcare conversations. Yet the biopharmaceutical industry often approaches it superficially – treating it as a trendy buzzword instead of a meaningful strategy for connecting with the sector's two most vital audiences: patients and healthcare providers (HCPs).
In this episode of the pharmaphorum podcast, developed in partnership with Reverba Global, editor-in-chief Jonah Comstock sits down with Cheryl Lubbert, co-founder and CEO of Reverba Global, and Carolyn Whiting, SVP of clinical and medical client services, to discuss how a thoughtfully executed omnichannel strategy can empower scientific experts to become effective communicators.
Today's patients actively seek scientifically robust, yet accessible, information about their health conditions, and a well-integrated medical affairs strategy can help deliver that knowledge through the HCPs they trust most.
However, bringing this vision to life requires forward-thinking strategies that build authentic connections, challenge conventional approaches, and dismantle the communication silos that frequently exist in healthcare organisations.
Throughout the episode, Lubbert and Whiting share Reverba Global's methodology for authentic omnichannel engagement with patients and physicians, offering real-world examples and practical perspectives on navigating obstacles and establishing this evolved model.
You can listen to this episode of the pharmaphorum podcast using the player below, download the episode to your computer, or find it - and subscribe to the rest of the series – on Apple Podcasts, Spotify, Overcast, Pocket Casts, Podbean, and pretty much wherever else you download your other podcasts from.
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The term "omnichannel engagement" has become embedded in today’s healthcare conversations. Yet the biopharmaceutical industry often approaches it superficially – treating it as a trendy buzzword instead of a meaningful strategy for connecting with the sector's two most vital audiences: patients and healthcare providers (HCPs). In this episode of the pharmaphorum podcast, developed in partnership with Reverba Global, editor-in-chief Jonah Comstock sits down with Cheryl Lubbert, co-founder and CEO of Reverba Global, and Carolyn Whiting, SVP of clinical and medical client services, to discuss how a thoughtfully executed omnichannel strategy can empower scientific experts to become effective communicators. Today's patients actively seek scientifically robust, yet accessible, information about their health conditions, and a well-integrated medical affairs strategy can help deliver that knowledge through the HCPs they trust most. However, bringing this vision to life requires forward-thinking strategies that build authentic connections, challenge conventional approaches, and dismantle the communication silos that frequently exist in healthcare organisations. Throughout the episode, Lubbert and Whiting share Reverba Global's methodology for authentic omnichannel engagement with patients and physicians, offering real-world examples and practical perspectives on navigating obstacles and establishing this evolved model. You can listen to this episode of the pharmaphorum podcast using the player below, download the episode to your computer, or find it - and subscribe to the rest of the series – on Apple Podcasts, Spotify, Overcast, Pocket Casts, Podbean, and pretty much wherever else you download your other podcasts from.