[REUTERS PHARMA EUROPE 2026]
The sessions worth your time in Barcelona.
A curated guide for commercial, omnichannel and customer experience leaders who don't have three days to waste on the wrong rooms.
22 to 24 April 2026
CCIB, Barcelona
1,200+ senior pharma leaders
This year Reuters has rebuilt the event into one open space with four dedicated track rooms, designed to break the silos between commercial, medical, market access, and digital. The best sessions for you depend on the problem you are trying to solve right now. Here is how to navigate it.
Omnichannel & CX
AI & Commercial Tech
Launch & Go-to-Market
Patient Access & Value
Main Stage
Omnichannel & Customer Experience
If you are leading omnichannel strategy, customer engagement, or HCP experience.
Last year's event laid out a blueprint for rewiring customer engagement with AI across segmentation, targeting, and activation. This year the question shifts from vision to execution. What has actually moved the needle, and where are teams still stuck?
PANEL
From omnichannel vision to omnichannel reality. What has changed and where are we stuck?
Speakers from MSD, Bayer, and CSL examine which omnichannel programmes have progressed from pilot to scale, and where org structures, data silos, and misaligned KPIs continue to block real orchestration.
WORKSHOP
Mapping the real HCP journey. Discovery to conversion metrics.
A hands-on session on implementing gen-AI-optimised content strategies and tracking curated HCP journey metrics that demonstrate engagement impact beyond vanity web analytics. Speakers from CSL, Bayer, and AstraZeneca.
CASE STUDY
Turning congress into a live intelligence engine.
Co-create a blueprint for resolving HCP signals from booth interactions, symposium Q&As, and KOL conversations into CRM records. Triggering field follow-up and feeding real-time omnichannel orchestration.
PANEL
Customer journey orchestration. Uniting medical, commercial, and support touchpoints.
How leading teams are creating seamless end-to-end experiences by removing the silos between functions. With Cyril Mandry (MSD), Angela Genco (Bayer Italy), and peers sharing what is actually working.
WHY THESE MATTER
If you are still running omnichannel as a set of parallel channels rather than an orchestrated experience, these sessions cut through the buzzwords and address the operational reality. Identity resolution, signal routing, and cross-functional data flows.
AI & Commercial Technology
If you are evaluating AI tools, building business cases, or leading digital transformation.
The AI sessions this year move past the hype cycle. Expect peer-led case studies on what is actually deployed, what ROI looks like, and a co-designed framework for evaluating AI tools without getting burned by vendor promises.
STRATEGIC DEBATE
The AI debate. Where should pharma place its bets?
A structured debate on where AI is delivering real value in pharma commercial operations versus where it is still overpromised. Expect honest disagreement, not polished vendor demos.
CASE STUDY
AI pilot case studies. From proof of concept to business impact.
Concrete examples from pharma companies that have moved AI beyond pilot. Covering content generation, field force augmentation, predictive segmentation, and commercial decision-making.
WORKSHOP
Co-designing a future-proof AI evaluation framework.
Peers collaboratively build an evaluation framework for AI tools, covering compliance, scalability, integration, and actual business outcomes, so you can make confident technology decisions rather than reactive ones.
PANEL
Data infrastructure that actually powers AI. Breaking fragmentation.
A new track for 2026. Tackling the unglamorous but critical problem of harmonising data infrastructure to enable AI-driven insights and compliant commercial decision-making. With leaders from GSK and Takeda.
WHY THESE MATTER
If your leadership is asking what our AI strategy is and you need more than a vendor slide deck, these sessions give you the peer benchmarks and evaluation rigour to build a credible answer.
Launch Excellence & Go-to-Market
If you are planning a launch, leading commercial excellence, or redesigning field strategy.
With several major assets launching across Europe in 2026, the launch excellence sessions focus on what separates the launches that hit trajectory from those that stall. And it is rarely the molecule.
PANEL
Go-to-market in a multi-channel world. Field, digital, and everything in between.
How are commercial teams redesigning their go-to-market models when HCPs want digital-first engagement but field still drives conversion? Leaders from Boehringer Ingelheim, Astellas, and Lundbeck share what is working.
CASE STUDY
Launch readiness. Building the commercial machine before the approval lands.
A case study on pre-launch commercial planning, from market shaping through to field readiness, and how teams are using behavioural insights to design adoption pathways before day one.
PANEL
Sales force excellence. Rethinking how field teams create value.
Moving past the more calls equals more sales model to examine how field teams are being repositioned as orchestrators of the customer experience, not just message deliverers.
WHY THESE MATTER
Launch failure is almost never a science problem. It is a decision architecture problem. These sessions tackle the organisational and behavioural barriers that cause good products to underperform.
Patient Access & Value Demonstration
If you are in market access, HEOR, medical affairs, or patient engagement.
The access landscape in Europe is getting harder, not easier. These sessions deal with how to build evidence packages that payers actually find compelling and how to expand access without the usual patient centricity platitudes.
PANEL
Optimising market access. Evidence, value, and payer engagement.
How teams are delivering robust evidence packages and go-to-market strategies that resonate with European payers. With Michela Pantaleoni (Chiesi Group) and peers from across the industry.
PANEL
Scaling impact in low-resource settings. Inclusive business models.
Practical approaches to expanding patient access through business model innovation, not just pricing concessions, and what that means for commercial sustainability.
CASE STUDY
Real-world evidence. From regulatory compliance to commercial advantage.
How forward-thinking teams are using RWE not just to satisfy regulators but to build differentiated commercial narratives that reshape payer and prescriber perception.
WHY THESE MATTER
Access is where strategy meets reality. If your evidence story is not landing with payers, or your patient engagement feels like a checkbox, these sessions address the structural reasons why.
Main Stage: Don't Miss These
Regardless of your function, these are the sessions everyone will be talking about.
KEYNOTE INTERVIEW
The future of medicines regulation. A conversation with EMA Executive Director Emer Cooke.
Reuters' Maggie Fick interviews the head of the EMA on digital health regulation, real-world evidence, manufacturing resilience, and the geopolitics of global supply chains. This will set the tone for the entire event.
KEYNOTE
Navigating Europe's shifting pharmaceutical landscape.
Senior Reuters journalists examine the growing policy pressures reshaping pharma in Europe, from pricing scrutiny to global health funding cuts, and what it means for commercial strategy in the next eighteen months.
CEO FIRESIDE
Leadership perspectives. Carlos Gallardo (Almirall) and Dirk Hoheisel (Lundbeck).
Two CEOs with very different portfolios and geographies share how they are making strategic bets in an increasingly uncertain European market.
WHY THESE MATTER
The main stage sessions are where the regulatory and geopolitical context gets set. Everything you discuss in the track rooms will be shaped by what is said here, especially the EMA interview.
[ALSO IN BARCELONA]
Let's talk over coffee.
I'm Martin Galton, founder of Limbic Consulting. A behavioural design consultancy that works with pharma teams.
Most of my work sits at the intersection of behavioural science and commercial execution. Helping omnichannel teams design engagement strategies that actually change prescriber behaviour, not just generate impressions. I work on launch planning, customer experience redesign, and the decision architecture behind how brand teams build and execute strategy.
I have worked across brands at Sanofi, Roche, ViiV Healthcare, Novartis and CSL Vifor. On everything from Beyfortus and Hemlibra to respiratory and nephrology franchises. Before starting Limbic, I was Head of Strategy at a healthcare agency, so I have sat on both sides of the table.
Sanofi
Roche
ViiV Healthcare
Novartis
CSL Vifor
GSK
I'll be at Reuters all three days. If you are working on omnichannel strategy, launch planning, or trying to make your commercial model more behaviourally informed, I would love fifteen minutes over coffee. No pitch, no deck. Just a good conversation.
Book a coffee chat in Barcelona.
Pick a time that works during the event. I'll meet you at the CCIB or wherever suits.
or email directly at martin.galton@limbic.co.uk