Harnessing Data for Pharma Marketing Success: Insights From a Roundtable

In the dynamic world of pharmaceutical marketing, data-driven strategies are becoming indispensable. The recent roundtable hosted by the DHC Group titled “Data Driven Transformation in Healthcare Marketing,” featured industry experts including the managing director of the EVERSANA INTOUCH Tech & Transformation affiliate, Shane Mayer, who provided valuable insights into the evolving role of data in pharma marketing. We’ve summarized the key takeaways from the roundtable and highlight how you can harness data for success in 2025.

The Evolving Role of Agency Partners

A significant theme of the roundtable was the changing role of agency partners in data strategy. As the industry shifts toward greater collaboration and integration, the need for standardization and data integration across agencies and customer-facing platforms is becoming more critical. This transformation is essential for fostering a generative culture where decision-making is distributed, empowering those on the ground to balance innovation with cost and speed. EVERSANA INTOUCH emphasizes the importance of viewing every stakeholder as a client, promoting a culture that values collective intelligence and seamless communication.

Addressing Data Gaps

The roundtable identified several gaps in the current use of data within the industry. Key challenges include the lack of interoperability and fragmented, siloed decision-making processes. To overcome these obstacles, the industry must focus on:

1. Content and experience approval: Transitioning from approving content to approving business rules and governance
2. Unified taxonomy: Developing a taxonomy that flows through the entire stack of capabilities
3. Breaking down silos: Aligning organizations and stakeholders to deconstruct processes into rapid-result initiatives, identifying high-value use cases and connecting value streams

EVERSANA INTOUCH’s approach involves helping clients take on significant challenges through small, impactful initiatives, driving substantial results by integrating data across the organization.

Strategic Data Management

Strategic data management was another critical topic. The discussion stressed the importance of integrating data within the business context to enable more informed decision-making. The concept of a “data superpower” was introduced, envisioning a future where data can eliminate blind spots in the health journey and dissolve silos by infusing performance and operational data into every step of the process.

Innovative Data Applications

Participants shared exciting new applications of data in pharma marketing. For instance, some panelist organizations are working on interoperability and connectivity, bringing disparate data sets together and creating intuitive ways to utilize this data, while other organizations are making data more accessible in media planning, leveraging machine learning and AI to predict the future needs of healthcare professionals and consumers. These innovations are crucial for enabling brand imperatives while ensuring safety and compliance.

A Comprehensive Approach

EVERSANA INTOUCH stands out through our dual role as a full-service global agency network and our integration with EVERSANA COMPLETE Commercialization^®. This unique position allows us to build capabilities while offering composable solutions tailored to client needs. Our omnichannel platform leverages predictive insights, machine learning and AI to automate strategic inputs and optimize performance. By unifying workflows and connecting project metadata, we provide a comprehensive view of throughput and performance, enabling clients to achieve their marketing goals more effectively.

The insights gleaned from the roundtable underscore the transformative power of data in pharmaceutical marketing. For marketers, embracing these strategies means staying ahead in a competitive landscape, driving innovation and delivering better outcomes for patients. By focusing on collaboration, breaking down silos and leveraging advanced data applications, pharmaceutical marketers can unlock new opportunities and drive significant impact in their campaigns.