Interview with Itziar Canamasas, Global Head of Oncology, Boehringer Ingelheim
Pharma engagement with healthcare professionals is undergoing a fundamental shift. SciencePOD founder Sabine Louët interviewed Itziar Canamasas to discuss new engagement models and interaction modes that reflect and support how oncology decisions are made in practice: across stages, stakeholders, and over time.
Canamasas will explore these themes during the panel discussion ‘Architect a borderless customer experience,’ at Reuters Events Pharma 2026 in Barcelona on 22–24 April 2026.
Hoes does your global role tie in with your digital engagement model?
As Global Head of Oncology, my role is to shape how Boehringer approaches oncology as a whole. A core part of that responsibility is ensuring that our strategies reflect how oncology care functions in the real world, across multiple stages, stakeholders and decisions, rather than focusing on individual moments in isolation.
I see digital communications as an essential dot-connecter. At Boehringer, digital is not viewed as a standalone channel, but as an enabler of more connected engagement. The strength of our engagement model comes from combining both face-to-face and digital, rather than prioritising one over the other.
Could you explain the concept of a ‘borderless customer experience’ in the context of oncology?
To me, the role of engagement is critical to ensuring a borderless customer experience: when, how, and how often you engage – all these things matter and contribute to the overall experience. At Boehringer, we create purpose-built cross-functional teams that provide a holistic customer experience at every touchpoint. The connected engagement approach ensures those interactions are aligned, so information is delivered at the point it is needed, not as separate, unconnected exchanges.
This matters in precision oncology, where connecting the dots between stakeholders is ‘mission critical’. Whether we are talking with oncologists, pathologists or payors who guard the ’access doors’, early and continuous engagement, building the ecosystem around the patient, is vital.
For example, in biomarker-driven precision oncology, we cannot have a meaningful impact on patients’ lives if testing isn’t in place, if providers aren’t educated, and patients don’t know what to ask for. You may have launched a new therapy, but if you don’t foster those stakeholder engagements and ensure alignment, you’ve created an access gap for patients.
A digital mindset enables continuity, allowing information sharing and dialogue to continue seamlessly with stakeholders between formal touchpoints such as congresses or meetings.
Can you share an example of engagement with oncologists that you are particularly proud of?
One example is the T-cell Engager (TcE) Alliance, where we have built a structured way to engage a global network of oncology experts, over time. The aim is to facilitate real innovation.
Our approach brings together experts from different disciplines and combines modes of interaction. We conduct face-to-face meetings at major congresses such as ASCO and ESMO and continue engagement via virtual sessions.
Digital tools, including platforms like SpotMe, are used to support ongoing dialogue, allowing experts to share feedback and contribute outside of formal sessions. This means engagement does not start and stop around key events. Rather, it continues over time, with timely input shared and the possibility to create real two-way engagement.
What are the remaining challenges to improving interaction with oncologists?
Engagement currently does not always reflect the full pathway. This varies from country to country and, even within countries, from hospital to hospital. Testing, treatment, and access are often handled separately. This can have some negative impacts, for example, if patients are not identified or treated at the right time, their care suffers.
Oncologists do not all engage in the same way. Supporting different preferences without creating disconnected or duplicated interactions remains a challenge. The focus needs to be on balancing individual differences with overarching processes that work for all.
In a world where AI is quickly changing processes, how do you envision future interactions with oncologists?
The ambition is to continue to move away from one-off interactions and towards ongoing dialogue that reflects and fully supports how decisions are made in practice – the way we’ve done with the TcE Alliance example. AI allows us to process data and feedback more quickly, so we can adjust and optimise our processes.
On the topic of TcE, we are working with AI-driven platforms like Genomic Lens and Advanced Design Assistant for Molecules (ADAM) to enable the rapid identification of disease mechanisms and potential therapies.
The views expressed in this interview are the speaker’s own.
This Interview has been edited for clarity and length.