2026 Pharma CX Marketing Summit

The traditional marketing funnel assumes a patient moves neatly from awareness to consideration to action. That assumption no longer holds. Today's patients bounce between search, social, symptom-checkers, AI chatbots, caregiver forums, and their HCP — often in a different order every time, and rarely in a straight line. This panel explores what happens when journey mapping stops trying to force patients into a linear path and instead reflects how people actually move: nonlinear, recursive, and driven as much by moments of doubt as moments of intent. In this session, participants share how they are rethinking journey design for a post-linear reality — what gets built differently, what gets measured differently, and what pharma marketers need to unlearn about the funnel model that's shaped the industry for decades.