Bridging science and strategy: Medical Affairs at the heart of omnichannel engagement
These days, the phrase “omnichannel engagement” is everywhere. But the way the biopharmaceutical industry thinks about omnichannel can be limited, envisioning it as a buzzword, rather than a true vehicle for engaging two of healthcare’s most important stakeholders: the patients and healthcare providers (HCPs).
In today’s video podcast, brought to you by Reverba Global, editor-in-chief Jonah Comstock speaks with Cheryl Lubbert, co-founder and CEO of Reverba Global, and Carolyn Whiting, SVP of Clinical and Medical Client Services, about how omnichannel done right can incorporate medical affairs teams – transforming scientific experts into translators and facilitators of true engagement with key stakeholders.
Patients are more interested than ever in receiving scientifically rigorous, accessible information about their conditions, and the right unified approach to medical affairs can help them get that information from their trusted HCPs.
But turning these ideas into reality involves innovative strategies designed to create meaningful connections that challenge the status quo and breaking down the siloes often found in healthcare communications.
In the episode, Lubbert and Whiting discuss Reverba Global’s approach to true omnichannel patient and physician engagement, giving examples and insights on how they’re overcoming the challenges and building this new paradigm. Tune in to find out how this approach can help your organisation build better connections with patients and HCPs.
About the interviewees
Cheryl Lubbert is a visionary leader and driver of transformation in the healthcare and biopharmaceutical industries.
With over 30 years of executive leadership experience at industry giants such as Abbott Laboratories, Amgen, Immunex, and Bristol-Myers Squibb, she has consistently spearheaded innovative strategies that reshape market dynamics.
At Abbott, she led the Immunology Division, advancing key therapies including HUMIRA into critical areas, while her strategic initiatives at Immunex and Amgen were instrumental in the breakthrough commercialisation of biologics including Enbrel.
Her breadth of experience in pharma has cultivated a unique client perspective - one that is deeply embedded in the Reverba Global approach and technology platforms. By blending cutting-edge, tech-enabled solutions with real-world insights from physicians, patients, and payors, Lubbert ensures that Reverba Global strategies not only meet but anticipate the evolving needs of the global healthcare ecosystem.
Carolyn Whiting is a strategist and program leadership expert with nearly 20 years of experience in the biopharmaceutical and medical communications industry. As Senior Vice President, Client Services – Clinical & Medical at Reverba Global, she brings a unique dual perspective that bridges commercial insight with deep scientific and clinical engagement.
Whiting develops digital and data-driven initiatives that strengthen communication among patients, healthcare professionals, and clinical teams - improving understanding, collaboration, and outcomes. She is recognised for translating complex scientific insights into practical, actionable strategies, blending live, virtual, and digital engagement to deliver measurable impact and advance patient-centered care.
A champion for innovation and collaboration, Whiting leads a high-performing team committed to advancing client partnerships, fostering growth, and delivering excellence across every stage of the product lifecycle.
About Reverba Global
Reverba Global is a scientific engagement company that empowers the biopharmaceutical industry to connect with patients and healthcare providers through proprietary, compliant, insight-driven solutions to improve health outcomes. Founded in 2002, the company continues to lead in engagement for life sciences, creating patient-focused programs and comprehensive technology tools incorporating rigorous data-driven materials with real-time insights from patients, trial sites and providers, from discovery through commercialization.
Formed from the merger and rebrand of its separate sister companies Health Advocacy Strategies, Patient Health Perspectives, and Health Perspectives Group to become Reverba in 2021, the company added international reach and medical affairs expertise with the acquisition of Six Degrees Medical, Inc. to become Reverba Global in 2025.
Reverba Global holds Ecovadis, SOC 2 Type II, and ISO 27001 certifications, ensuring the highest standards of data privacy, security and compliance.
Learn more at reverba.com.
