From Buzzword to Strategy: Reverba Global Talks Omnichannel Engagement on the pharmaphorum Podcast
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.
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.
