In a rapidly evolving industry, staying ahead of the curve is critical. In PM360‘s article, “What Is Pharma Marketing in 2025?” Angela Tenuta, President, Full-Service Agencies, delves into the transformative trends shaping the future of pharmaceutical marketing.
Applied AI
Although AI promises a great return on investment, the pharma industry has been slow to adopt it due to ethical, regulatory, and compliance hurdles. Angela suggests that organizations should prioritize educating and experimenting with AI. To tap into AI’s potential, marketers should look at automating creative processes, smoothing out supply chain issues, and making sure systems work well together for a more responsive ecosystem.
Additionally, AI not only enhances efficiency but also uncovers valuable insights and drives success through predictive analysis. Machine learning algorithms can identify patients who need treatments before diagnosis. AI marketing simulators improve forecasting and outcomes, placing customers at the heart of decision-making with new KPIs. This not only enhances patient experiences but also drives brands to rethink their connections with patients.
Digital-First Patient Journeys
Spurred by the pandemic and lifestyle drugs, the industry is exploring new models – digital-first patient journeys – where education, acquisition, prescribing and support are patient-led and primarily online.
“Technology – specifically AI – is enabling an entirely new way to do business through models like DTP, creating a paradigm that’s interconnected globally at every level.” – Angela Tenuta
Globalization and Health Equity
Healthcare systems face challenges, including rising chronic diseases, aging populations, workforce shortages and sustainability concerns. Angela notes that this year, the industry’s focus must be on global equitable access. A successful global approach requires the right mindset, tailoring messages to fit diverse cultures, languages, regulations and healthcare systems. Mastering localization and avoiding cultural blind spots are crucial, and navigating global regulations is a competitive advantage for brands that do it well.
Looking ahead, Angela envisions a future where pharma marketing is more patient-centric than ever. By focusing on the needs and experiences of patients, marketers can create campaigns that not only inform but also inspire and empower. AI tools will continue to boost efficiency, predict future trends, revolutionize medicine delivery and strengthen global connections.
“The future of pharma marketing is bright, and the possibilities are endless. By embracing technology and putting patients first, we can achieve extraordinary things.” – Angela Tenuta
Read the full article from PM360 here.